Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
Though M&A activity for RIAs was down 5 percent in 2023, many observers don’t view that as a trend likely to go forward. In fact, according to Deloitte’s 2024 survey, 79 percent of C-suite respondents and 86 percent of private equity leaders anticipate an increase in overall M&A deal volume during the next 12 months. In other words, it seems that mergers and acquisitions will likely continue to be a significant factor in our industry.
Any merger – even the most well-planned and executed – comes with a host of decisions to make, strategies to blend, communications to craft, and complex financial arrangements to implement. Those who have recently gone through the process, whether as suitors or as the firm being pursued, understand all too well the stress accompanying the process, as the cadence of “urgent” matters seems to ramp up to a fever pitch until the final consummation is achieved.
Unfortunately, one vital topic that too often gets de-prioritized is website and SEO management, especially when the target firm merges with a much larger partner. While it is true that being purchased by a larger firm can provide many advantages of scale, sometimes the “big guy” fails to properly value and incorporate the significant SEO “capital” that the smaller firm has spent years acquiring.
Ignoring that SEO value is a major – and usually avoidable – mistake.
The long-term significance of SEO
First, consider the parallels between SEO and the type of long-term investment thinking that most firms encourage their clients to practice.
Just as firms build their credibility and brand on their ability to help clients think strategically over time, small firms with loyal clients typically have invested significant time and thought into ensuring their online presence consistently communicates the same qualities their clients and best prospects value most.
SEO is a process that builds value over time. Just as the assets in client portfolios compound and grow, good SEO accumulates authority and attracts visitors, improving rankings and extending reach.
Indeed, good SEO’s power derives from a long-term commitment to consistency. Any merger or acquisition process failing to give adequate thought and planning to the best ways of preserving the hard-won “virtual credibility” of both partners fails to capture a significant strategic opportunity.
Questions to ask
Naturally, the larger partner in the merger will also have significant SEO assets that must also be considered. So, going into the process, fundamental inquiries are needed to answer the most critical questions:
Search performance audit
How can we identify the most valuable terms for the target website’s rankings?
For any website merger, it is essential to understand how each page and all content performs with respect to search results and reader engagement. This requires gathering data on potential losses and gains, ranking content for reader engagement, understanding which content provides the most conversions, and evaluating keywords that are the most significant traffic drivers.
Content audit
How does the larger firm maintain strong page rankings while merging content from the target website?
This process should evaluate all content and divide it into three categories:
- 1) Keep: For content which drives traffic, achieves high keyword rankings, and will still be relevant when the merger is completed;
- 2) Kill: For content which does not drive traffic or rank for keywords, and will become irrelevant;
- 3) Merge: For content duplicated on both websites, which receives some traffic and moderate keyword ranking
To best maintain traffic and keyword rankings for the new, merged entity, it’s worthwhile to implement a comprehensive 301 (or permanent) redirect plan for all the content in the “kill” category. Note that a “blanket redirect” will not accomplish this purpose; instead, it will result in a loss of SEO value from the original website and an undesirable user experience. To create a more seamless transition for users, redirect each page to its most closely related page on the chosen website.
Merged and/or obsolete assets
Why or when should the smaller company’s website be retired, and how should its domain name(s) be handled?
Some experts recommend retaining the domain names of merged entities for at least ten years. Address any outstanding trademark questions with the help of an attorney. Remember that redirecting an entire domain involves an entirely different website with a different history, layout, and metadata. This can affect organic rankings and should be carefully considered before all assets are moved to a different domain.
Communication
How do we ensure all stakeholders – clients, associates, owners, and others – have clarity around the merger and its implications for them?
Here, as in most good business processes, transparency is the key. Over-explanation is theoretically possible but unlikely. Leverage every possible resource on both sides of the merger to tell people what they need to know. FAQs, timelines, and special announcements are all helpful tools to ensure maximum satisfaction – and client conversion – during and after the merger.
Measurement
How can we tell if we’ve missed something?
Once the website integration is complete, monitor performance and user engagement, comparing it with the data acquired during the initial content and search performance audits. Analyze traffic, engagement, conversions, and other metrics. Practice continuous improvement to ensure that the strengths of both merger partners are properly deployed in the new, merged online entity.
When SEO is carefully managed during a merger, everyone wins: clients feel comfortable, associates are more confident, and vital branding and marketing assets are preserved. But all this requires proactive thinking, open communication, and creative process management.
And isn’t that what we should be about, anyway?
Gretchen Halpin is the co-founder of Beyond AUM, which provides growth, client experience, and advisor experience support to financial advisors to drive business success. Over the course of her 25-year career, Gretchen has founded more than five businesses in addition to serving as the chief strategy officer for one of the financial services industry's leading wealth management firms. She has been featured in Advisor Perspectives, Financial Advisor Magazine, and Forbes for her insights and has served as a speaker at numerous industry conferences, including NAPFA, Financial Planning, and Invest in Women. She also serves as a facilitator in Financial Planning Association’s Women and Finance Knowledge Circle community.
Are you looking for help to build and improve your firm’s SEO strategy? Contact our team today to start the conversation.
A message from Advisor Perspectives and VettaFi: To learn more about this and other topics, check out our most recent white papers.
More Tax Planning Topics >
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.