Advice Line: What To Do When Your SEO Traffic Drops (Matt Hylland)
Jan 15, 2025
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In this engaging discussion, Matt Hylland, a financial advisor at Arnold & Moat Wealth Management, seeks solutions for his plummeting website traffic. He grapples with how to balance his SEO efforts with other marketing strategies. The hosts unpack the nuances of content management, advising on when to refresh old posts versus creating new ones. They emphasize the importance of understanding client conversions and suggest leveraging platforms like Google Ads and YouTube. Tune in for insights on transforming SEO from a time-suck to a lead-generating powerhouse!
Understanding the balance between SEO investment and other marketing activities is crucial for advisors facing declining organic traffic.
Focusing on enhancing existing high-traffic content rather than creating new posts can effectively recover lost SEO performance.
Integrating email marketing strategies can nurture relationships with prospects, improving conversion rates despite fluctuations in website traffic.
Deep dives
SEO as a Marketing Challenge
SEO is identified as a crucial yet perplexing aspect of marketing for advisors, marked by uncertainty about how much time and resources to allocate. The importance of establishing a solid understanding of SEO's role in lead generation is emphasized, highlighting the need for advisors to balance their efforts across different marketing channels. Many advisors find themselves questioning whether their investment in SEO is yielding satisfactory returns, feeling overwhelmed by the prospect of maintaining and improving search rankings amidst complex algorithm changes. This uncertainty can lead to significant anxiety, resembling a 'black hole' where effort may not correspond with visible outcomes.
Current Marketing Strategies
The guest utilizes diverse marketing strategies including SEO, Google Ads, and email marketing to nurture leads and attract clients. Specifically, the firm has seen fluctuating website traffic, reporting a drop from 122,000 visitors to 75,000, raising concerns about the effectiveness of existing SEO efforts. Despite lower traffic, the quality of prospects remains stable, suggesting that high-quality leads are derived from well-targeted content rather than sheer volume. This insight drives discussions on the best practices for optimizing content and enhancing conversions through effective email marketing and strategic video usage.
Content Quality Over Quantity
Focusing on fewer, higher-quality blog posts instead of aiming to produce more content can improve website performance in organic search. The guest is encouraged to select three existing high-traffic blog posts and enhance them significantly rather than create new ones. This approach can yield efficient results by refining existing resources and addressing areas of content decay that may be causing traffic drops. Streamlining efforts toward content renovations reflects a critical shift towards valuing the depth and quality of information presented to potential clients.
Leveraging Email Marketing
The guest's successful lead generation efforts are closely linked to their email marketing strategy, where quality email sequences nurture relationships with prospects over time. By integrating email sign-ups through engaging content such as pop-up videos on blog posts, the firm effectively gathers leads and directs them further into their marketing funnel. The automated email sequence not only informs potential clients but also guides them towards booking introductory calls. This implies that prioritizing email marketing and refining its content can enhance conversion rates significantly, providing a more effective return on marketing investments.
Assessing and Adapting Marketing Investments
Discussions surrounding the high costs of Google Ads highlight a common dilemma faced by advisors regarding overall marketing strategy investment. The guest is prompted to evaluate whether current expenditures are justifiable given that high-quality prospects continue to flow despite declining organic traffic. Reevaluating the focus on Google Ads and redirecting those funds toward improving SEO practices or hiring an expert could potentially yield greater returns. This strategic reallocation of resources aligns with a broader trend in marketing toward adapting to changes while focusing on efficiency and measurable outcomes.
Is your SEO strategy feeling like a black hole of time and effort? Are you questioning how much energy to invest in organic search when traffic starts to decline?
In this LIVE "Advice Line" episode, financial advisor Matt Hylland seeks guidance on managing his SEO efforts amid dropping website traffic. From 122,000 organic visitors to 75,000, Matt's wondering if it's time to throw in the towel or double down on his strategy. We dive deep into his marketing funnel and provide actionable steps to recover lost traffic without burning out.
Key questions we answer include:
► How much time should you dedicate to SEO versus other marketing activities?
► When should you update existing content versus creating new posts?
► Should you maintain multiple marketing channels or focus on what works?
► How do you know when to accept defeat on underperforming content?
Whether you're all-in on SEO or spreading your marketing efforts across multiple channels, this episode illuminates how to streamline your digital strategy and focus on activities that truly drive results. Learn how to make data-driven decisions about your marketing investments and create a more sustainable approach to growing your practice.
Tune in as we help Matt transform his SEO strategy from a time sink into a powerful tool for attracting qualified prospects.
