Advisor Marketing Made Simple: Episode Summary Episode: Advice Line: What To Do When Your SEO Traffic Drops (Matt Hylland)
Release Date: January 15, 2025
Hosts: Taylor Schulte and Kendra Wright
Guest: Matt Hilland, Arnold and Moat Wealth Management

Introduction

In this episode of Advisor Marketing Made Simple, hosts Taylor Schulte and Kendra Wright delve into the pressing issue of declining SEO traffic with their guest, Matt Hilland from Arnold and Moat Wealth Management. Based in Cedar Rapids, Iowa, Matt's firm has been assisting clients with retirement transitions for eight years, boasting an annual revenue of $1 million with aspirations to double this figure within five years.

Matt’s Current Marketing Strategy

Matt opens up about his firm's marketing endeavors, emphasizing a reliance on several key channels:

• Search Engine Optimization (SEO): The cornerstone of their top-of-funnel marketing efforts.
• Google Ads: Allocating approximately $1,000 monthly to drive paid traffic.
• Email Marketing: Serving as a middle-of-the-funnel tool to nurture leads.
• YouTube: Used to engage and educate prospects through video content.

Matt [00:50]: "My big question was on SEO. It's been, I think, really good for us in how it's brought traffic and prospects to us, but I see it as this potential black hole for time and not knowing how much time is responsible to spend on it."

The SEO Traffic Decline

Despite a robust marketing framework, Matt has observed a significant drop in organic traffic:

• Previous Year: 122,000 site visitors.
• Current Year: Approximately 75,000 visitors by December.

This decline is primarily attributed to fewer visitors landing on core blog posts that historically garnered the majority of traffic. Matt expresses concern over how to allocate time effectively between maintaining SEO and exploring other marketing avenues.

Matt [02:34]: "We've definitely seen a decline in traffic coming to the website. Blog posts that used to bring in traffic just aren't bringing in as much anymore."

Quality Over Quantity

Interestingly, despite the reduction in traffic, the quality of prospects remains high. Matt notes that while the number of prospect meetings has decreased—intentionally so to manage workload—the prospects are more qualified.

Matt [06:52]: "Correct. Yeah, it's been good. In 2023, we did about 100 prospect meetings and we wanted to slow that down. It'll be kind of upper 40s for this year and I think."

Challenges in Managing SEO In-House

Managing SEO has become increasingly time-consuming for Matt. Initially handled via an in-house Trello board system to track and update blog posts, the process has evolved into a full-time endeavor, leading Matt to contemplate outsourcing.

Matt [05:44]: "I've kind of backed off on that just because it turned into a full time job."

Hosts’ Recommendations

Taylor and Kendra provide Matt with strategic insights to address the SEO decline:

1. Focus on High-Performing Content:

   • Taylor [08:01]: Encourages Matt to "pick three of your blog posts that have had traffic" and enhance their quality rather than producing new content.

2. Optimize Existing Posts:

   • Enhance user experience by refining blog titles to be more user-friendly and less keyword-stuffed.
   • Improve site visuals to make content more engaging and accessible.

3. Reallocate Marketing Budget:

   • Suggest reducing or eliminating expenditures on Google Ads and YouTube to free up resources for SEO optimization.

4. Hire an SEO Consultant:

   • Bringing in an external expert can provide a fresh perspective and specialized knowledge to revitalize SEO efforts.

Taylor [37:53]: "Could you take that $12,000 that you're paying to Google and instead take that $12,000 and go and spend it on an SEO consultant... to help provide kind of a roadmap for recovering some of this traffic?"

Action Plan

Based on the discussion, Matt is advised to implement the following steps:

1. Trim Non-Core Marketing Activities:

   • Cut Back on Google Ads: Redirect funds towards SEO improvements.
   • Pause YouTube Efforts: Temporarily set aside to concentrate on optimizing existing SEO strategies.

2. Enhance Top-Performing Blog Posts:

   • Select key articles that drive the most traffic and invest in making them more comprehensive and user-friendly.
   • Address technical SEO aspects such as site speed, mobile optimization, and content structure.

3. Invest in External Expertise:

   • Engage an SEO consultant to conduct a thorough site audit and provide actionable recommendations.

4. Reassess Content Strategy:

   • Shift from generating a high volume of content to producing high-quality, targeted posts that align with the firm's ideal client profile.

Kendra [24:19]: "We're going to give your marketing a haircut. First, we're going to chop off the Google Ads. Second, we're going to chop off YouTube. Third, we're going to say no more new posts for now."

Matt’s Takeaways and Next Steps

Matt acknowledges the value of the insights provided and expresses a commitment to restructuring his marketing efforts to focus on quality and effectiveness.

Matt [39:21]: "I love the idea of thinking about where I'm spending time and if it's away from... just scrutinize it very heavily and not get distracted like I think has been happening."

Conclusion

The episode underscores the importance of prioritizing quality over quantity in marketing strategies, especially when dealing with SEO. By focusing on optimizing existing high-performing content and reallocating resources toward areas that yield the best results, financial advisors like Matt can navigate traffic fluctuations effectively. Additionally, the value of external expertise is highlighted as a key component in maintaining a robust and adaptable marketing strategy.

Notable Quotes:

• Matt [00:50]: "My big question was on SEO. It's been, I think, really good for us in how it's brought traffic and prospects to us, but I see it as this potential black hole for time and not knowing how much time is responsible to spend on it."

• Taylor [08:01]: "You've got an SEO optimized blog post and... talk us through each stage of that funnel and what that looks like."

• Taylor [37:53]: "Could you take that $12,000 that you're paying to Google and instead take that $12,000 and go and spend it on an SEO consultant... to help provide kind of a roadmap for recovering some of this traffic?"

• Kendra [24:19]: "We're going to give your marketing a haircut. First, we're going to chop off the Google Ads..."

• Matt [39:21]: "I love the idea of thinking about where I'm spending time and if it's away from... just scrutinize it very heavily and not get distracted like I think has been happening."

This comprehensive summary encapsulates the key discussions, insights, and actionable strategies presented in the episode, offering valuable guidance for financial advisors grappling with similar SEO challenges.