Refining your SEO strategy

March 12, 2018 by Andy Penkalski

about the author:

Andy Penkalski

Director, marketing

Andy oversees the breadth of go-to-market initiatives for Advicent, including product marketing, lead generation, public relations, and partner learning and development. He is interested in always discovering new tools for brands and businesses to more effectively reach their audience and improve metrics for success within their own organization.

SEO trends move fast. In the few weeks since our Financial Forum blog last posted on the topic of SEO optimization, the Advicent marketing team has identified new conversion techniques to which we must quickly adapt.


The fact that improved SEO results generally manifest themselves over weeks or months rather than days makes adopting these practices equal parts frustrating and essential.


The upside to this unending evolution is that — paid search notwithstanding — the algorithms that power Google and other engines are still mostly fair. New trends such as search snippets will initially favor high-traffic resources, but these search features affect sites that trade in educational content moreso than commercial interactions. Thus, even the simpler best practices can still move the needle for local businesses.

Check your speed

As mobile devices continue to account for a greater percentage of search volume, adaptability for devices with lower horsepower is now taken into greater consideration when ranking search results. While small firms do not need to worry about adopting practices for true accelerated mobile pages just yet, running your website through a few free speed tests is good start. 


Google provides speed data for mobile and desktop along with actual optimization information in regards to mobile display. Similarly, most speed tests will provide explicit information on the largest files that are bogging down your site. Whether or not you control ongoing maintenance of your website, this information is extremely easy to act on for improved search authority.

Build your backlinks

One of the most enduring methods that Google leverages to gauge the integrity of an indexed site is tracking backlinks. A backlink refers to any instance in which another website links to your site. An aggregate of these essentially lets search engines know that other organizations find the information on your site to be useful.


This is why ensuring that your business information is up to date on any applicable directories that may include your website information. It is also important to explore new web properties that can expand your backlink network.


Thought leadership on your own site is important, but industry sites like Investopedia provide independent advisors with resources to publish thought leadership on the Investopedia domain. Expanding your reach in this way is a guaranteed driver for improved search position.


To learn how stay relevant in a rapidly changing financial services industry, click here.

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