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Edward Jones, Morgan Stanley Lead in Online Searches

June 26, 2017

Edward Jones and Morgan Stanley stand out from their wealth management rivals when it comes to organic and paid online search strategies, with quite different approaches, MediaPost writes.

Edward Jones ranked highest in local search categories and organic listings, taking in almost 40% of total clicks across more than 7,000 locations, according to a recent study by Hearsay and Moz cited by MediaPost.

Part of Edward Jones’ success in organic search was due to the fact it has 4,000 landing pages popping up in search results, according to MediaPost.

Morgan Stanley, meanwhile, only had 125 landing pages but invested wisely in paid-search advertising, the web publication writes. As a result, Morgan Stanley took in 20% of all clicks in the top spot for paid-search advertising, according to the study.

The study analyzed the first page of Google search results for the key phrases “financial advisor,” “financial planning,” “financial planner,” “financial consultant” and “wealth manager” across 5,000 cities in 48 states, according to the publication.

The authors conclude wealth management firms can boost their online search conversion and cut costs by combining paid-search advertising with locally targeted landing pages, MediaPost writes.

By Alex Padalka
  • To read the MediaPost article cited in this story, click here.