At this point, the importance of SEO for publicly traded companies can’t be understated. The way people are searching, researching and eventually purchasing stocks, is, online.
One of the first steps to a well-run investor centered SEO program and eventually being found by investors is identifying keywords that will lead investors to find you.
Let’s start with keywords you already may be ranking for. It should go without saying that most companies at least rank 1st on Google for their company name. Did you know that most publicly traded companies don’t rank 1st on Google for their ticker symbol though? Most companies don’t even rank on the first page. Think about that, if someone hears about your company out on the golf course or out at dinner, and plans on looking you up later, are they more likely to remember your entire company name or the 3 to 4 letter ticker symbol?
Now, when somebody searches for your symbol, if you aren’t ranking 1st, odds are the first few results that will pop up are going to be sites like Bloomberg, Yahoo finance, or OTC markets which is fine, but wouldn’t you prefer it if they found your site? You want investors to get the story from you first. Not only because your website is where you control 100% of the message, which means there aren’t fancy ads drawing the investor away from your company or misinformation which can lead to a lack of confidence or frustration, but also because it builds confidence when they get the information from you directly.
Next, you need to identify the keywords that you aren’t currently ranking for but would help investors find you when looking for investment opportunities. Google says there are between 10 and 100 million average monthly searches for investment related keywords per industry. That’s huge! You want to try to get a bit more specific with some long tail keywords that really describe your specific investment opportunity, but is also a keyword that Google shows a decent search volume for.
Lastly, you must become extremely familiar with what search engines (especially Google) are factoring into their rankings. This is constantly changing, so it is great to stay up on industry best practices through sites like Moz, Hubspot, and Yoast to name a few. More importantly, the biggest rule of thumb for creating content that will help you rank in search engines is making sure that it is highly valuable. If someone is searching for something, and they hit your blog or page, that should be the absolute best answer to their query. This, after all, is what search engines are ultimately looking to find, so common sense cannot be overlooked.
When putting together your investor marketing strategy, one of the first things we do is identify what keywords you are currently ranking for and what keywords you should be ranking for but are missing the opportunity. Also, what position you rank in for each keyword and how to move up where needed. To see what keywords you’re ranking for and a strategy for unlocking new investor centered keywords, request your investor marketing audit.