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Financial Advisor Internet Marketing, Financial Advisor Marketing

What Do Your Prospects See When They Google Your Name?

Did you hear the “Google Slap” was scary?

Then you should try to Google Your Own Name or business name and you might see something really, really scary…

Are there skeletons coming out of the closet that you don’t want your clients, prospects, friends, and family to see?

It can be a very scary scenario when you have things out on the web that aren’t flattering to you or your image…and in some cases you don’t even know about it.

It could be an irritated old client, your past client’s children that were mad they didn’t inherit as much money as quickly as they had hoped, and even your own competitors can post something negative about you (like a negative review, scam alert, etc) in just clicks of a button.

The good news is that if you have anything out on the web that is negative, there is a way to fix this.

But first let me ask you a question…

Have you ever “Googled” your own name or company name to see what comes up on the first page of Google?

If you are like me, I am willing to bet that you have.

And if your clients and prospects are anything like the vast majority of American’s out there, I am willing to bet that they have “Googled” your name as well (even some of your existing clients).

When a client or prospect “Googles” your name, one of the following three things occurs:

  • Your client/prospect is shocked to discover some really bad dirt on you. Whether it be a lawsuit, an old customer complaint, an old Broker Dealer dispute, or even a “Rip-off Report” about you that managed to get on page 1 of Google, this could be an instant deal killer regardless of whether the accusations are true or false.
  • Your client/prospect is shocked to discover that you are nowhere to be found on page 1 of Google for your own name or company name. Perhaps you have a common name that you share with someone who has more online visibility. Or perhaps you just don’t have any content, information, or social media accounts anywhere on the web. Either way, today’s savvy consumers believe that if you don’t exist and can’t be found on the web, then you simply don’t exist as an expert or professional.
  • Your client/prospect is pleased to see you, your company, and even your face plastered all over the first page of Google when they search for you. This instantly puts them at ease and let’s them know that they are working with an expert and an authority.

Does this seem a bit over the top?

Well let me ask you a personal question.

If you were about to invest all of your own personal money that you had saved your entire life to build, would you Google the advisor’s name and company name to see what you could find?

You dang right you would! We all do.

Heck, we do a Google search to save a few dollars on a hotel room, you better believe we are all going to Google someone’s name that is about to take control of our entire life savings.

Second question:

If you went online to search for the financial advisor that you were about to entrust with your entire life savings, what kind of feeling would you have in your stomach if you couldn’t find that advisor anywhere online? Or even worse, you came across a negative article or complaint on the first page of Google.

I am willing to bet that you might lose a little faith in the advisor.

You might even start looking at your back-up advisor to see how they compare. And you might even get cold feet and end the relationship because something “doesn’t feel right”.

Personally, I would put a hold on everything, as I would only want a true expert in charge of my finances.

And all true experts today have a presence online!

Let’s face it, even though we all are smart enough to know that we can’t trust everything on the web, we are also conditioned to know that any so-called expert in any industry MUST be found online. And if you can’t find that person or company online, are they really an expert? And if they aren’t an expert, why would we ever work with them?

Personally, I wouldn’t give a single dollar of my money to an advisor that had a bad looking, a 2002 cookie-cutter site, or non-functional website either.

And if I found something negative, complaints, or “Rip-off reports” on you, then the deal would be over.

And I can’t be the only one.

Can you see how this kind of thinking can quickly kill and unravel a deal if you aren’t found online?

And since Two out of the Three potential Google search outcomes mentioned above are negative, this adds even more pressure to make sure that not only does your content show up on page one of Google for your own name, but more importantly, that your best content is displayed.

Because if all of your best content like your videos, blogs, awards, press releases, etc. are all down below some negative article or complaint against you, game over.

Prospects will only remember the bad thing they read, no matter how much positive content comes after it.

So how can you make sure that your best content is found on page 1 of Google?

Well there are no 100% guarantees, as you can’t control Google.

First, Google your name and your business name and take note on what is on there. You might be surprised to find things you didn’t even know about.

However, there are a couple of things you can do to significantly increase your chances of getting your best foot forward.

Here are a couple of things you can be doing to help yourself “be found” in the best light on page 1.

  • Make sure your LinkedIn profile is 100% maximized with all of your information (including your name as people would search for it online), as LinkedIn has the web authority to usually be listed in one of the top 3 spots on page 1 of Google for your name. Also make sure to completely fill out your title in the profile section as this helps for SEO purposes.
  • Create a YouTube Page and name it “your name” or “your business name” as Google owns YouTube and will place active YouTube accounts on page 1 of Google in many cases. Make sure to fill out the YouTube description and include your name or business name in there a couple of times. And at a MINIMUM, put at least one video about you and your value on your channel.
  • Do your first live Google Hangout and put your name or company name in the headline, all throughout the video description, and in the tag words. It can be as simple as a 3 minute intro on your USP (Unique Selling Proposition) – aka “What makes you different than your competitor”.
  • Create a business profile account in Facebook, Google+, Twitter, Yelp, LinkedIn, because it will give enable your company to start showing up on page 1 for those social media sites. Of course, don’t just create the free account, fill out everything so that the search engines can find you.
  • Start a blog and make sure to add in your Google Authorship profile as a Contributor to the blog. This is free and you can do it inside of your Google+ profile. Make sure your WordPress user name shows up as your name also.

Finally, just creating unique and solid content in the form of blogs and videos can help you create authority on page one of Google. When I first dabbled in digital marketing in 2010, I was nowhere to be found on page 1 of Google for my own name. In fact, a professional golfer from Australia named Joe Simonds owned the entire first page for our name.

However, fast forward to today and I own all 10 spots on page 1 of Google due to providing consistent, unique, and well optimized content. And the pro golfer Joe Simonds is probably wondering why his clients can’t find his name anywhere on page 1 or 2 anymore…

The power of organic content marketing at work!

 

P.S. – Sorry Joe Simonds the pro golfer. You just got Google SLAPPED…by me

P.P.S. – If you would like more help on learning how to blog, how to get on page 1 of Google, how to create leads online, and how to “Go Digital”, then register here for our Free, 4-part video training.

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Fernando Godinez

Fernando Godinez is the CEO of Advisor Internet Marketing. He’s been the architect behind some of the top financial advisors online presence in the country and help them triple their practice through online lead generation. Over the past few years he has been responsible for generating over 500k leads through online marketing and lead generation campaigns for independent financial advisors.

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