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Search Engine Optimization & Harvest Case Study
By Graig Norden
Search engine optimization (SEO) is a marketing technique that boosts organic website traffic if done properly. Translation: your website will acquire more traffic via users that are conducting internet searches. As part of a broader digital marketing strategy, this increase in website traffic should lend itself to more conversions, and ultimately, more investors or clients.
Here are a few elements to consider to properly execute an SEO strategy, whether you sell widgets or separately managed accounts:
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Metadata, so meta : The sanctity of a webpage’s elements must be accounted for. This includes adhering to parameters for word count, title length, the meta description, alt text, and attaching the webpage to a content topic. There are a number of third-party apps available that can offer inline suggestions. Additionally, Harvest’s client success team tracks these metrics in real time and can offer suggestions.
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Website authority : Unsurprisingly, the sanctity of each individual webpage contributes to the overall authority of the website. The other elements that contribute to a website’s authority are traffic volume and backlinks from third party websites. In short, the more links back to your site from credible sources the better for your Google ranking. This is an area in which Harvest excels.
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Blogging as a centerpiece . In its infancy, SEO meant stuffing keywords into the meta description of a webpage. Google will penalize you for this now. Instead, Google prioritizes the volume of your content in addition to the aforementioned elements of metadata and website authority. Because each blog occupies its own webpage, it’s the ideal way to communicate with your audience, demonstrate credibility, and honor SEO best practices along the way. Finally, there is also the added benefit of being able to automatically sync the distribution of your blog across social media and Harvest to amplify the reach.
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Discipline is required . In the first point, I alluded to a content topic. It’s important for Google to understand what topic your firm is an authority on and it’s just as important for your firm to demonstrate that expertise consistently. Implicit in this statement is that there’s no panacea and lasting results will require an initial 6-8 months of a content creation and distribution strategy. Yes, this might sound a little daunting but if you preach a disciplined process for your investment strategies, why wouldn’t you embrace this approach in your marketing too?
With a concerted strategy and follow-through, you can significantly improve your SEO. Harvest can make it easier on you by helping you with your strategy, content creation, or at the very least, backlinks.
Download our case study about how Harvest Creative Services was able to help cut a client’s search rankings by 64%.