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Posted by Dr-Pete As more people look for financial advice online, brick-and-mortar wealth management firms and financial advisors are competing harder than ever for search customers. More than 70% of millennials use search engines for research, and 15% of 1834 year-olds are turning directly to search engines for financial advice. As consumers in their 20s and 30s grow their wealth, have families, and begin planning for the future, who is best situated to capture their attention online? This turns out to be a more difficult question than you might think. Focusing on Google, there are three major areas where financial service providers can compete: organic results, local results, and paid results (ads). Even organic results are increasingly localized, with top rankings varying wildly from city to city, and traditional organic results are often pushed below both ads and the local 3-pack. Local packs command a large amount of screen real-estate - here's a local pack for financial planner in my own suburban Chicago neighborhood:
In partnership with Hearsay Systems, which provides Advisor Cloud solutions for the financial services industry, we decided to find out who's leading the pack (no pun intended) in 2017 for wealth management and financial advisory searches across organic, local, and paid results. Research methodology |