When clients are stressed about volatility in the markets, you want them to come to you for advice.

But before your meeting, they’ll probably turn to the Internet for quick information on whatever’s worrying them. Their search results will include ads, sponsored content, and posts from competitors. Worse, they could come across inaccurate information.

Here are the top 10 results clients will get when they search “volatile markets” (search results may vary):

Result #1

Analysis :  The first result is a Bloomberg article on how volatile markets are worrying global officials. It won’t calm client fears or instruct them on how recent market blips may affect their portfolio.

Result #2

Analysis :  Investopedia isn’t 100% reliable, and the article is dated (from 2009). It’s also not applicable to retail investors, as a disclaimer on the website makes clear.

Result #3

Analysis :  The author of this article works for U.S.-based Galt Capital, an investment boutique that doesn’t offer services to the general public. The post is directed towards American systems traders, so won’t be of much help to Canadian retail investors.

Results #4 & #5

Analysis :  These two pages are provided by Fidelity and BlackRock. Fidelity’s article is straightforward and thorough, so it’s worth sharing with clients. BlackRock offers a market strategy factsheet you can also share, especially since clients may need help digesting the data.

Result #6

Analysis :  Despite the detail provided on this page, Wikipedia can be unreliable. This post has been tagged as needing additional verification because almost all of its reference materials date back to the 1990s or earlier—the newest reference link directs readers to a Forbes post about the steel industry in 2013.

Result #7

Analysis :  The Globe and Mail has a paywall that will block non-subscribers from accessing older material like this. This post is also about how investment banks, not individuals, are being impacted by bond trends.

Result #8

Analysis :  Non-subscribers can access this short Globe and Mail video, but it only provides a glimpse of current trends. It could be a good conversation starter, however, if you’re working with a prospect who wants to know their basic strategy options.

Result #9

Analysis :  Readers only get a short definition of volatility on this page. There are no further links or references.

Result #10

Analysis :  This week-specific trend article is from July 15, 2013, so the stock picks are no longer applicable. It’s also written for investors who have exposure to India.

Key search terms

When using search engines to look up “volatility,” Canadians used the following terms most often in the past month:

• Volatility of volatility
• Low volatility
• Implied volatility
• Volatility index

Google Adwords’ keyword tool says the top term was used more than 18,000 times, while the rest were used more than 1,000 times this past month.

To learn how to best use these keywords to drive your site traffic, read: Help clients find you online .

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