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As far as marketing goes, the importance of SEO is tantamount. After all, almost half of all searches begin with Google. Prospects come across your firm’s website by conducting a Google search such as, “financial advisor near me.”

But what happens when you’re not showing up in those searches?

The fault isn’t a failure to incorporate keywords into your copy, although that may be a contributing factor. If you can’t figure out how to improve your advisory firm’s organic search rankings, one of these three reasons is holding you back.

1. You aren’t using Google’s tools to your advantage

Google offers free tools specifically designed to help you drive more local search traffic. By making good use of them, you guarantee that all parts of your website are properly indexed or found by Google.

Google My Business

Creating and optimizing your Google My Business listing boosts your chances of showing up in targeted Google searches. An optimized listing includes various components, such as a business description, services offered, hours, visual media, appointment link and other contact information. [P.S. If you’re interested in taking a deeper dive into Google My Business check out my latest article that breaks down everything you need to know about the hidden power of Google My Business.]

Google Search Console

Google Search Console is another tool that’s specific to organic Google searches rather than business listings. It not only offers analytic tools that pin down underperforming keywords, linking stats and help to optimize pages, but it also indexes your firm’s entire website (blog posts included!) to ensure that Google bots can find and crawl your pages.

To set up Google Search Console, you’re going to need to verify that you’re the owner of your domain. Once verified, you can submit a sitemap that helps Google understand the hierarchy of your website’s content. Your sitemap is what indexes your website, so its optimization is vital for search rankings. For step-by-step instructions on how to set up your Google Search Console, check out this guide.