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Why SEO should be a priority for asset managers

Why SEO Should Be A Priority For Asset Managers

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2 years ago

2 years ago

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SEO should be a priority and core part of every asset management firm’s marketing strategy as it ensures your brand ranks high enough to capture the attention of investors actively searching for services and solutions. New research by The Dubs and Dianomi has noted the importance of SEO for asset managers, as unlike paid advertising, SEO enables your brand to be found organically for years after. This organic reach helps build greater brand awareness and credibility. In fact, 70% of marketers believe SEO is better than pay-per-click (PPC) advertising for generating sales. So, how can asset managers optimise their SEO content strategy?

The ins and outs of SEO for asset managers

At the core of it search engine optimisation or SEO is the process of getting your website higher in the rankings. To do this, you first need to understand what your clients are searching for so you can optimise your content to reflect these terms and keywords. Recognising the questions and information your potential clients are seeking, and then addressing them through relevant and useful content is the foundation of best practice SEO. If you’re uncertain how your website’s SEO performs, check out our SEO website audit tool.

“ Ranking on the first page of search engine results is critical to generating meaningful leads, with the first five results of searches accounting for 67.06% of all clicks.”


For asset managers, SEO should be a priority as it can ensure your brand is found organically, strengthening your ability to compete against your competition. Ranking on the first page of search engine results is critical to generating meaningful leads, with the first five results of searches accounting for 67.06% of all clicks.

Unlike paid advertising, if you continue to invest in and strengthen your SEO content strategy it can benefit you for far longer. While paid advertising has a time limit, SEO can continue to help generate leads, build brand awareness and strengthen your credibility for years afterwards. This is known as evergreen content as it’s timeless and will continue to capture the attention of interested investors long after your paid advertising strategies have run their course.

Finding the right keywords and phrases

SEO for asset managers can be improved by simply understanding what your target audience is searching for. Asset managers need to have a deep understanding of what clients and potential clients are searching for, which comes down to their interests and needs. Creating SEO optimised content that aligns with what investors are after gives your asset management firm a prime opportunity to capture the attention of a wider market segment. However, in our research with Dianomi, there is a large information gap between what investors are searching for and what asset managers are providing.

By filling this information gap with SEO optimised content asset managers can capture investors based on the queries and concerns they’re actually searching for/interested in. Some of the most under-supplied areas asset managers must fill in order to capture the interests of their target audience include:

  • ETFs
  • Cryptocurrency
  • Equities
  • Commodities

Understanding the keywords your target audience are searching for is the first and most critical step of strengthening your overall SEO content strategy. A great starting point would be to identify key research, like our study with Dianomi, or your personal web analytics which identifies areas that investors are interested in. Further, looking to Google Trends will enable you to identify the search popularity of keywords and phrases, helping to inform your content and SEO strategy. There are also a number of SEO tools every finance marketer should have in their arsenal.

How asset managers can maximise their SEO strategy

SEO should be a priority but it can be hard to know how to strengthen your strategy. Other than ensuring your asset management firm is utilising the same keywords and phrases your target audience is, there are a couple of other strategies that can help:

  • Repurposing old content
  • Publishing authoritative data and content
  • Gaining backlinks

Repurposing old content

Search engines favour fresh and relevant content placing them at the top of the search engine rankings. As years go on, your old blogs and content can become outdated and therefore not worthy to be displayed on the first page of results. Simply going back through your old content, updating it and ensuring the right keywords and phrases are being used can ensure you remain at the top of search engine rankings.

Become an authority

Ensuring the content you produce is high-quality, informative, and filled with important information that interested investors want is key to ensuring you rank high in searches. While you could have the most keyword heavy content, this is useless if you’re not a valuable resource for users. Focusing on creating content that’s useful and important for interested investors will improve not only your search engine rankings, but help you to generate meaningful leads, build credibility, and form trust with clients. In fact, high-quality content and link building are the two most important signals used by Google to rank your website for search.

Gain backlinks

Put simply, gaining backlinks to your website is one of the best ways to improve your SEO strategy. This is because search engines notice that other webpages are referencing your content, improving the authoritative nature of it. Producing high-quality and valuable content will enable your website to gain backlinks and improve your overall credibility. In fact, the top results on Google’s first SERP have 3.8x more backlinks than those below them.

SEO should be a priority

At the heart of it, SEO is one of the most important ways to ensure your asset management firm can be discovered organically. Not only that, it can help build credibility with clients as you’re seen as one of the first options for potential clients looking for your services. SEO should be a core part of your overall marketing strategy as it needs consistent attention to remain strong and effective. If your asset management firm is looking to capture the attention of interested investors then look to your SEO strategy as one area for improvement.

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