What clients find on Google: Retirement tips

Clients depend on you when building and managing their retirement savings.

But they also search online for quick tips and strategies. To stay top-of-mind, make sure you regularly send them relevant, shareable content. And also offer to help them digest any complex material they come across.

For reference, here are the top 10 results people may get when searching “Saving for retirement” (search results may vary):

Results #1 and #10

Analysis: TD Bank offers both a handy calculator and website dedicated to retirement planning. They could be useful to clients who are starting to plan and save.

Result #2

Analysis: This Investor Education Fund resource offers detailed savings and retirement information. Under its investing tab, clients can learn about everything from TFSAs to more complex vehicles like high-yield bonds. You can help by offering shorter, select lists of suitable investments (Read: Craft better portfolios)

Result #3

Analysis: This coverage is meant for American readers, but does bring up tax and fund allocation issues. People may ask about these in a Canadian context (Read: Clients should withdraw from RRSPs early).

Result #4

Analysis: This article points out the common 10% retirement rule, or the 10/30/60 savings rule, can’t be applied universally. Bring this reality up as a conversation starter, as well as to gauge clients’ savings knowledge. (Read: The new retirement math).

Result #5

Analysis: Early retirement is touted as a thing of the past. And though every rule has exceptions (such as this case-study couple), help clients see the value of setting realistic planning expectations early on.

Result #6

Analysis: An RBC advisor offers some quick retirement tips you can share with your book.

Result #7

Analysis: This article points out common situations advisors can leverage to start the retirement conversation, such as when people switch jobs and lose their pensions. Have pre-packaged content, emails and scripts ready for these cases (Read: When a client loses a spouse).

Result #8

Analysis: Wikipedia’s page is plainly written, but clients would be better served by referring to sources like the CRA for tax and RRSPs tips. Offer people lists of reliable websites and blogs they can visit when surfing online, and always mention how they can best reach you with questions.

Results #9

Analysis: This advice is for U.S. investors. The page also links to a story about doubling your money, which shouldn’t be the first thing on clients’ minds when they start saving.

Key search terms

When using search engines to find out more about financial advisors, Canadians use terms like:

• Savings
• Pension
• Retirement
• What is retirement?
• When to retire

Google Adwords’ keyword tool says the first four terms are used more than 400,000 times a month, on average, in Canada. The last is used about 70,000 a month on average.

To learn how to best use these keywords to drive your website or blog traffic, read: Help clients find you online

For more on retirement planning and trends, read:

Are your retired clients carrying debt?

Kicking the bucket strategy

Inflation-proof retirement plans

Exit planning: Building your retirement plans

Young investors more financially conscious

CPP reforms won’t help upcoming retirees

Is retirement planning a waste of time?