SEO for Financial Advisors: 8 Easy Tips to Boost Your Client Base

Discover the importance of SEO for financial advisors in increasing website traffic, securing more appointments, and improving online visibility.

Written by
Oskar Mortensen
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May 15, 2024

When individuals search for financial advisors, they tend to contact the top options they find on search engines like Google or Bing.

To ensure your advisory business doesn't miss out on potential clients, implementing SEO is vital.

This article provides easy steps for you to optimize your online presence yourself.

What is SEO?

SEO, or Search Engine Optimization, is the process of optimizing a website to improve its visibility and rankings on search engine results pages.

For financial advisors, SEO means optimizing their online presence to attract potential clients and secure more appointments for their advisory services.

Top 3 Key SEO Benefits for Financial Advisors

SEO helps you rank at the top of Google:

  1. More Website Traffic: SEO improves rankings and drives targeted traffic to financial advisors' websites.
  2. Increased Appointments: SEO attracts more potential clients, resulting in more advisory appointments.
  3. Cost-Effective Marketing: SEO provides a cheaper marketing solution compared to most other advertising methods.
With quality SEO work and a optimized Google Business Profile, Edward Jones is ranking #1 locally

Top Keywords Potential Financial Advisor Clients Use

Commonly used keywords when individuals search for financial advisors in Google:

Tools For Small Businesses Table


Keyword Example

Search Intent


Financial advisor in [local city]

Searching for a local financial advisor


Best [local city] financial planner

Looking for top financial planning services in a local area


Retirement planning advisor [local city]

Exploring retirement planning options with an advisor


Tax planning services in [local city]

Finding tax planning and advisory services locally


Financial advisor reviews [local city]

Checking reviews for local financial advisors


Wealth management firm in [local city]

Looking for firms that provide wealth management services


Investment advisor in [local city]

Searching for investment advisory services nearby


Financial planning tips [local city]

Seeking advice on financial planning strategies


Fee-only financial advisors in [local city]

Finding advisors who operate on a fee-only basis


Certified financial planner [local city]

Searching for certified financial planners in a particular area

Unlock the potential of local keywords to engage with your community. Explore our guide for strategies on selecting the ideal terms to draw in local clientele, and deepen your understanding with our Local SEO for Small Business insights.

8 Easy SEO Tips to Get More Clients

Discover how to boost your online presence and capture the attention of more clients with these straightforward SEO techniques:

1) Claim Your Free Google Business Profile

Setting up your Google Business Profile will make it easier for local customers needing financial advisory services to find your business on Google Maps and search results.

Enter your business name into the Google Business Profile Manager to claim your Google Business Profile.

Complete your profile by:

  • Select your business category (e.g., financial advisor)
  • Set your service area
  • Add contact information, working hours, and services offered
  • Include captivating images related to your practice
Why NAP Matters for Financial AdvisorsNAP (Name, Address, Phone Number) consistency is essential for financial advisors as it establishes credibility, improves local search visibility, and enhances the user experience. It ensures potential clients can easily find and contact your business while boosting local SEO efforts. Read: Top 9 NAP Consistency SEO Tips

Use Keywords in Your Profile

In your Google Business Profile, emphasize top keywords such as "financial advisor" along with your city to improve local search visibility. For instance, "Financial Advisor in [Your City]" can help you rank higher when individuals in your area search for financial advisory services. Including specific terms related to your services ensures you're easily found by those looking for exactly what you offer.

Pro tip: Get your free listing on Bing Places for Business to show up on Bing searches and maps.

2) Discover Customer Keywords

Valuable keywords are crucial for attracting the right audience. For instance, as a financial advisor, you'd want to optimize for keywords like "best financial advisor in [city]" and "professional financial planning in [city]."

By targeting these keywords, you can drive relevant traffic to your website and connect with potential clients searching for financial advisory services in your area.

To get started, follow these steps:

  1. Create a free account on SEO.AI
  2. Once logged in, navigate to “Keyword research”
  3. Describe your target audience and goal
  4. Get valuable keyword suggestions

3) Create Service Pages and Blog Content

Content creation involves producing valuable materials like service pages and blog posts to improve search engine rankings.

Here are two types of content pages that will help you rank:

A) Service Pages

A service page keyword could be "financial advisory services in [your city]," aiming to rank higher in search results when people search for financial advisory packages in your city.

Here are the basic must-have service pages:

  1. Home Page - Your digital storefront, welcoming visitors with an overview of your services, client testimonials, and a clear, inviting call to action.Title Example: "Your Trusted Financial Advisor in [Your City] - Financial Insights"
  2. Services Page - An in-depth look at the various financial advisory services you offer, allowing potential clients to understand how you can meet their specific needs.Title Example: "Comprehensive Financial Planning Services - Financial Insights"
  3. About Page - A personal touchpoint, sharing your story, qualifications, and the unique qualities that set you apart from other financial advisors.Title Example: "Meet Your Financial Experts - About Financial Insights"
  4. Blog Page - Frequently updated articles offering advice, insights, and updates related to financial planning and management.Title Example: "Expert Financial Advice and Tips - Financial Insights Blog"
  5. Contact Page - An easy-to-navigate page with multiple contact options, encouraging potential clients to reach out and discuss their financial planning needs.Title Example: "Get In Touch - Contact Financial Insights"

B) Blog Posts

A keyword for a blog post could be "tips for choosing a financial advisor in [your city]," targeting individuals looking for advice on selecting a financial advisor in your area.

Here are some blog post title ideas that will cover the most important keywords in your area:

  1. "Find the Best Financial Advisor in [Local City]"
  2. "Top Financial Planning Services in [Local City]"
  3. "Understanding Financial Advisory Fees in [Local City]"
  4. "Maximizing Your Investment Portfolio in [Local City]"
  5. "Expert Tips for Retirement Planning in [Local City]"
  6. "Effective Wealth Management Strategies in [Local City]"
  7. "How to Choose a Trustworthy Financial Advisor in [Local City]"
  8. "Financial Planning for Small Business Owners in [Local City]"
  9. "Navigating Tax Planning with a Financial Advisor in [Local City]"
  10. "Building a Solid Financial Foundation in [Local City]"

Pro tip: Use SEO.AI to draft complete blog posts for you. It's simple, and your first two AI-generated blog posts are free. You can sign up for a free trial here.

4) Optimize Your Website Content

To truly captivate potential clients and enhance your online presence, it's essential to go beyond mere text optimization. Your website's design, navigation, and particularly your service descriptions should be meticulously crafted to provide a seamless and engaging user experience. Clear and concise financial service explanations, fast loading times, and intuitive layouts all contribute to a user-friendly environment that not only retains visitors but also encourages them to explore your offerings.

By optimizing every facet of your website, from the written content to the visual appeal and performance, you'll create a compelling online showcase that captures the essence of your financial advisory services and draws in more clients.

Here are five basic steps that will help your financial advisory business stand out:

  1. Use Descriptive, Keyword-Rich Page Titles and Meta Descriptions: Instead of generic titles and descriptions, use descriptive, keyword-rich phrases that reflect the content of each page and include your target keyword. For example, "retirement-planning-advisor-nyc" helps search engines understand the page content and improves your SEO.
  2. Incorporate Alt Text with Keywords: Always add alt text to your images. This not only aids visually impaired users but also helps search engines index your images properly. For instance, alt text for an image on a retirement planning page could be "experienced financial advisor discussing retirement strategies."
  3. Optimize Your Site’s Load Speed: A slow website can negatively affect user experience and SEO. Use tools like Google PageSpeed Insights to analyze and improve your site's speed. Reduce file sizes, leverage browser caching, and optimize code where necessary.
  4. Showcase Your Expertise with Authentic Photos and Bios: Use authentic images and detailed bios across all service pages to establish credibility and showcase your expertise. For example, display professional photos of yourself and your team, along with detailed descriptions of your qualifications and experience.
  5. Benchmark Content Against the Competition: Utilize tools like SEO.AI to ensure your content aligns with user intent and meets Google's E-E-A-T standards, helping you stay ahead of local competitors. For example, use the tool to analyze top-ranking financial advisory websites in your area, and use insights to refine your content strategy, focusing on originality, authority, and relevance.

5) Build Authority with Link Building

Google recognizes quality backlinks as endorsements of trustworthy and authoritative content, refining the accuracy and relevance of its search results. Elevate your financial advisory business's SEO by obtaining these trusted backlinks.

"A backlink is a hyperlink from one website to another, serving as a vote of confidence and authority that can improve a site's SEO."

Here's your roadmap to effective link building:

  • Online Directory Listings: Ensure your business profile is present and accurate on leading directories like Google, Yelp, Bing Places, LinkedIn, and Facebook. Remember, relevance is key; look for finance-specific directories or local business hubs.
  • Forge Local Partnerships: Collaborate with local accountants, legal firms, and related financial services providers. Mutual promotions or partnerships can yield valuable backlinks from their websites.
  • Guest Blogging: Offer your expertise on financial planning or investment sites. Crafting insightful guest posts not only positions you as an industry authority but also garners backlinks.
  • Harness the Power of Testimonials: Encourage satisfied clients to leave testimonials or reviews. Genuine feedback builds your credibility and can be linked back from other platforms.
  • Engage in Local Community Events: Sponsor or participate in local business fairs or community events. Such involvement often leads to mentions and backlinks from event organizers or local media.

Pro tip: To dive deeper, tools like WhiteSpark or BrightLocal can provide insights into niche-specific or local directories where your business should be listed. Remember, visibility is the first step to conversion.

6) Prioritize Technical SEO

For a financial advisor, technical SEO involves optimizing website speed to ensure quick loading times, improving crawlability by creating a sitemap, and implementing schema markup to enhance how search engines display relevant information in search results.

Here are some of the important technical aspects of an SEO-friendly website:

  1. Fast loading speed
  2. Mobile optimization
  3. Secure website (HTTPS)
  4. Clean URL structure
  5. XML sitemap
  6. Proper use of robots.txt
  7. Structured data (schema markup)
  8. Error-free navigation (404 pages)
  9. Canonical tags
  10. Optimized images

Pro tip: Don't worry if technical SEO seems overwhelming. Consider hiring an expert web developer or SEO consultant who can handle the technical optimization of your website, allowing you to focus on your financial advisory business.

7) Gain a Competitive Edge with SEO Tools

Here are the best SEO tools for your financial advisory business:

Tool 1: Google My Business

For financial advisors aiming to reach local clients, a Google My Business profile is crucial.

It elevates your visibility in local searches and on Google Maps, making it easier for individuals to find and choose your services. Actively maintaining your profile can lead to better local search rankings and more inquiries from potential clients.

Google My Business features:

  • Direct engagement with customers is streamlined.
  • Local search and map visibility is enhanced.
  • Business information is easily managed and updated.

Tool 2: SEO.AI

If you're a financial advisor looking to boost your online authority, SEO.AI can help by optimizing your website content, from service pages to blog posts, using advanced but easy to use AI tools.

SEO.AI features:

  • AI-driven discovery of keyword opportunities
  • One-click creation of detailed +2,000 word articles
  • AI chat assistant for real-time optimization assistance
  • Meta tag scoring and optimization for better SERP performance
  • Benchmarking against ideal content length for engagement
  • Automated internal linking to strengthen site structure

Tool 3: Google Search Console

Google Search Console is a complimentary service that provides insights into the keywords leading to your site on Google, along with your ranking for those terms. It also monitors your site's technical health and flags any issues.

Google Search Console features:

  • Identify and fix site errors.
  • Gain insights on clicks, impressions, and your position in Google search results.
  • Get recommendations for making your site more user-friendly.

Tool 4: AI Keyword Research Tool

The AI Keyword Research Tool, part of the SEO.AI suite, offers an innovative way to perform keyword research. Describe your content, and the tool harnesses AI to uncover key phrases that can sharpen your SEO approach.

Harnessing AI for keyword discovery revolutionizes SEO and content planning. The tool's advanced algorithms swiftly sift through data, revealing trends and valuable insights, which is particularly beneficial for identifying niche long-tail keywords that are highly relevant to your target audience and less competitive.

Features of the AI Keyword Research Tool:

  • No login required for immediate access
  • AI-driven identification of optimal keywords tailored to your content
  • Free access to all users

Tool 5: Keyword Intent Checker

The Keyword Intent Checker is a powerful tool that unravels the intent behind search terms, a concept known as "search intent."

Grasping search intent is pivotal for SEO success, influencing the development of content that aligns with potential clients' needs and boosts search engine rankings.

This tool, accessible within the SEO.AI free suite, classifies keywords by user intent, enhancing content relevance.

Features of the Keyword Intent Checker:

  • Categorizes keywords by user intent for targeted content creation
  • Available for free as part of the SEO.AI suite
  • Simple to use with immediate access at no cost

Tool 6: AI Topic Cluster Tool

The AI Topic Cluster Tool, found in the SEO.AI collection, utilizes artificial intelligence to craft topic clusters from a central keyword, taking into account the search intent.

Topic clusters can enhance SEO by organizing content in a way that search engines easily understand, potentially leading to higher search rankings. This method improves site navigation for users and establishes your expertise in the financial advisory field.

Features of the AI Topic Cluster Tool:

  • Provides AI-generated topic clusters for comprehensive content planning
  • Visualizes topics with tables and mind maps for easy understanding
  • Free to use, offering a straightforward and efficient user experience

Tool 7: Broken Link Checker

SEO.AI's Broken Link Checker, in our extensive catalog of free SEO tools, is an invaluable resource for identifying and fixing broken backlinks on your website. It simulates how search engines crawl your site, ensuring every link leads to an active page.

Features of the Broken Link Checker:

  • Scans for and identifies broken backlinks on your domain
  • Offers a straightforward, easy-to-navigate interface
  • Free to use, enhancing your site maintenance without added cost

Here you'll find the top 25 best SEO tools for small businesses.

8) Get Professional SEO Help

SEO is an ever-evolving field, and mastering it requires a blend of technical know-how and a knack for compelling content.

If SEO isn't your strength, hire a local SEO expert to refine your financial advisory website. They'll optimize the technical details and craft a content strategy to attract clients and improve your search rankings.

Here are some quick questions you can ask to evaluate potential SEO professionals:

  • What quick wins can you achieve for my financial advisory website?
  • How do you link SEO to client acquisition, not just traffic?
  • What's your plan if my site rankings suddenly drop?
  • Can you show me a recent client's results?
  • What do you need from me to get started?

It's important to remember that SEO is about more than just climbing search engine rankings; it's about making meaningful connections with your audience and converting them into clients. The right SEO professional will offer a clear strategy for not only increasing your online visibility but also for leveraging that visibility to drive business growth.

FAQs on SEO for Financial Advisors

Here are some quick answers to common SEO questions for financial advisors:

What is SEO?

SEO is the process of optimizing your website to improve its visibility in search engine results, which is crucial for attracting more clients to your financial advisory business.

Why is SEO important for financial advisors?

SEO ensures that when potential clients search for financial advisory services, your business appears prominently in the search results, driving more traffic and potential client inquiries.

Can I do SEO myself?

Yes, by following the steps in this post, you can start with optimizing your Google Business Profile, conducting keyword research, creating and optimizing content, enhancing images, and building backlinks. Remember to stay consistent and keep abreast of the latest SEO trends.

If SEO isn't your strength, hiring a professional can boost your ranking, save time, and attract more qualified leads than managing SEO yourself.

How do keywords play a role in SEO for financial advisors?

Keywords such as "best financial advisor in [city]" help connect advisors with clients actively searching for their services in specific areas. Identifying valuable keywords that your clients actually use on Google is at the core of your SEO strategy.

How can I improve my local SEO?

Start with a free Google Business Profile. Complete your profile with details like business category, service area, working hours, and showcase professional images. Also, ensure NAP consistency for credibility and better local search visibility.

Do I need more content on my financial advisory website?

Yes, more content is likely essential for your site. One of the best marketing investments a small business can make is to create helpful content that potential clients are searching for. Service pages and blogs can target specific queries, significantly improving your visibility and ranking when people look for financial advisory services.

How can link building benefit my financial advisory business?

Link building can greatly benefit your financial advisory business by creating digital connections and partnerships, akin to those you've established in the "real world." Quality backlinks signal to search engines that your content is trustworthy and authoritative. By securing backlinks from reputable sources, such as financial planning websites or local directories, you can strengthen your SEO and enhance your online presence.

What is technical SEO and is it essential for financial advisors?

Technical SEO involves optimizing site speed, crawlability, and other backend elements. While it's crucial for ensuring optimal website performance, financial advisors can consider hiring experts if it seems challenging.

SEO for Financial Advisors: 8 Easy Tips to Boost Your Client Base

This is an article written by:

Oskar is highly driven and dedicated to his editorial SEO role. With a passion for AI and SEO, he excels in creating and optimizing content for top rankings, ensuring content excellence at SEO.AI.