Conversation starter – What clients find on Google: ETFs

Popularity of ETFs continues to rise, so it’s likely your clients will be asking about them. But before meeting with you, there’s a good chance they’ll search for news and tips online. That doesn’t always bring the best results. For example, here are a few results that can come up when “ETF” is plugged into a search engine (your search results may vary):

Analysis: A lot of information is packed into this Wikipedia entry. Most clients won’t be able to process it all, especially the discussion of regulatory issues and how the funds are taxed and traded. And the article wasn’t written for retail investors.

Analysis: This post is straightforward and material on this site is detailed and written by industry professionals.

Analysis: A simple listing of articles with varying viewpoints on ETFs.–

Analysis: Recommendations of ETFs in various categories which your clients can use to compare to your choices for their portfolios. If you suggest a product that isn’t on the list, be prepared to explain your choice and its benefits. Also, keep your lists of potential product choices concise so clients aren’t overwhelmed.

Over the past year, the Google keyword tool finds Canadians searched the term “ETF” more than 8,000 times a month, on average.

It shows they also used the search terms “exchange-traded funds.” Curious investors also searched for information on “mutual funds,” “hedge funds” and “bonds.”