As a mergers and acquisitions firm, you have the potential to be a major player in all things business. But this can only happen if people — specifically, potential clients — know who you are.
That’s why search engine optimization (SEO) is so important for M&A firms. You may have your finger on the pulse of the business world, but if you want to profit from it, companies looking for your services need to be able to find you.
Whether you specialize in law, consulting, accounting, investment, or another M&A field, these are the simple ways you can improve your website to get more clients.
If you want to learn more about SEO for M&A firms, give us a call at 888-601-5359.
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1. Research demographic keywords
When you’re starting your company’s SEO strategy, you have to begin by researching the industries of the clients you want. That means learning their revenue streams, common practices, major players, and — most importantly for SEO — the keywords they use on Google.
Keywords are search terms that your primary audience uses to learn about M&A, especially how it relates to their industry. You can learn the keywords your audience uses by checking out free tools like KeywordsFX and Keyword Tool.
The best keywords to remember are the ones that are long and specific. That’s because they reflect client intent, meaning that people who look up those terms are more likely to become customers than people using vague, single-word searches.
These phrases are usually called long-tail keywords, and they include phrases like “M&A for investment bankers.” You can assume that most people using that keyword are probably investment bankers looking for guidance on M&A or partners (like you) to carry out the process.
Now that you have your research done, you can start getting more customers.
2. Create pages on your site around valuable keywords
With your list of important keywords at the ready, it’s time to determine how you’ll use them.
The most common way to target keywords is creating individual pages on your site that are all about that keyword. So if you’re targeting “M&A for investment bankers,” you’d have a whole page about the M&A process for investment bankers.
That may sound like giving away information for free — and it is. But even when you tell potential clients how the process works, they’ll still need your help. After all, you and your employees are licensed to work in that kind of field, and a company without an M&A department can’t make it happen on their own.
Plus, sharing general information about M&A shows readers that you’re a knowledgeable, experienced authority in your field. That makes you easier to trust, which sets the foundation for someone to become a new client.
As you create pages for keywords, remember that you should only have one page target one keyword at a time. If you have more, Google won’t be able to tell which page to show in its results — and you miss out the opportunity to rank for another, different search term.
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3. Optimize the tags on every page
Now that you have your pages ready to go, you need to make them visible on your site.
As you do that, it’s also important that you optimize each page to show up on search engines for its targeted keyword. You can do that by using a handful of important HTML tags.
These tags are:
- Your title tag: <title></title>
- Your meta description: <meta name=“description” content=“[write description here]”>
- Your H1 heading: <h1></h1>
These tags matter for a number of reasons:
- Title tags are the large blue link that show up on Google.
- Meta descriptions are the short summaries that follow the links.
- H1 headings are often the first thing a visitor sees when they’re on a page.
To optimize them, simply use your keyword — or variations of that keyword — in these different tags.
However, don’t use them more than once in each. Otherwise, it’ll look like you’re stuffing your page full of keywords, and that won’t be successful in search engines.
To make matters worse, keyword-stuffed pages also don’t tell visitors the information they want to know. And if you give your visitors a bad experience on their site, they probably won’t become a client.
4. Create an easy-to-read URL for each page
Believe it or not, the actual URL that you use for a page matters in SEO.
The best URLs are short, descriptive, and concise. They include recognizable words that give a user (and Google) an idea about where they are on your site and how your sits is laid out.
You can look at the URL of this page as an example:
This URL includes the company name, a category, and the topic of the page. It’s also short enough for anyone to read at a glance.
The worst URLs either use a lot of words or gibberish, which makes them difficult or impossible to understand. Google and users look at your URL to understand your page, and if they can’t figure out what a page offers, they’ll move on to another site.
After your URLs are set, you have the beginnings to a successful SEO campaign for your mergers and acquisitions firm!
Want to speak with an expert? Call us at 888-601-5359
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Are you ready to grow your M&A firm? Contact us today to set up a custom SEO plan for your business!