The importance of optimising websites with keywords that consumers are likely to search for, rather than terms industry insiders feel are most relevant, has been highlighted by a new study.

Unbiased.co.uk analysed the top 100 search terms entered online by those looking for independent financial advisers (IFAs).

It found that the most common term was ‘mortgage advice’, followed by ‘financial advisers’ and ‘financial adviser’.

The phrase ‘independent financial advisor’ only ranked fourth, while ‘independent financial adviser’ was seventh, behind ‘pensions advice’ and ‘mortgage advisor’.

Unbiased.co.uk chief executive Karen Barrett said the results underline the importance of gearing search engine optimisation (SEO) and website content towards “consumer-friendly” and product-specific terms, rather than the generic ‘independent financial advice’.

“The online world is fast-moving and IFAs risk missing out on vital business by not understanding the consumer’s online search behaviour,” she added.

To read more from the Unbiased.co.uk study, click here.

According to recent research by Econsultancy and Guava, 60 per cent of UK firms are planning to increase their investment in SEO during 2010.

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