For many financial advisors, SEO can seem like a confusing, technical mystery. It is easy to assume that hiring an expert will instantly solve growth problems, but as Meg Clarke, CEO of Clapping Dog Media, shared on the New Skool Podcast, the truth is much simpler. SEO is not about tricking algorithms or cramming your site with keywords. Instead, it is about setting up your website and marketing ecosystem in a way that clearly tells both Google and your ideal clients who you are, who you serve, and how you want to be found. It comes down to clarity, consistency, and delivering real value rather than relying on outdated tactics.
Search engines have become a lot smarter in recent years. While keyword stuffing may have worked in the past, today’s SEO is about semantics and meaning. Google understands that "lawyer" and "attorney" mean the same thing, which allows advisors to create more natural, client-focused content. At the same time, search results are no longer limited to websites. When people search today, they find content from YouTube, LinkedIn, Instagram, TikTok, and beyond. This shift means financial advisors need a consistent, helpful presence across multiple platforms in order to meet potential clients wherever they are spending time online.
The rise of AI tools like ChatGPT has also changed how people discover information, making it even more important to create clear and valuable content. Although traditional analytics are still catching up to these changes, it is clear that content quality and consistency are more important than ever. Meg compares SEO to exercise: you will start seeing results after three to six months of steady work, but real momentum builds over time. The most effective strategy is to understand your ideal clients, speak to their needs in authentic language, distribute your content where they are already active, and stay consistent. When clients are finally ready to reach out, your expertise will already be visible, building trust long before the first conversation.
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Ficomm Partners is the embedded growth partner for results-driven RIAs, and wealth management platforms. With a track record of helping over 250 clients achieve their growth goals, Ficomm understands that while industry patterns may repeat, each firm's growth challenges are unique. Ficomm prioritizes strategy and finds the most impactful ways to move you toward your goals. We align all your marketing activities with your business objectives, acting as your dedicated growth partner with our human-first approach, strategy-first methodology, and unrivaled team of industry marketing experts.