I Cracked the SEO Code

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

I have had a love-hate relationship with search engine optimization (SEO) for many years. In theory, SEO makes perfect sense. Who wouldn’t want to attract prospects looking for an advisor?

In practice, the challenges to implementing an SEO service that results in a positive ROI are daunting.

It is difficult to assess the qualifications of the vendors.

It is challenging to communicate with vendors located in other countries where many are located.

Their fees are either too high or ridiculously low.

Their promises are overblown.

They overwhelm me with technical jargon I don’t understand.

They have no understanding of the investment advisory business, so they cannot generate the quality of content critical to increasing exposure.

I finally cracked the SEO code, but it wasn’t easy.