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The ultimate guide to SEO for financial advisers

6 mins read
by Unbiased Team
Last updated January 22, 2025

Learn how financial advisers can leverage SEO strategies to attract clients. Discover local SEO tips and best practices to boost your online presence.

Summary

  • Local SEO is crucial for targeting geographically relevant searches.
  • High-quality content and strategic keyword use can improve rankings and client engagement.
  • Mobile optimisation, website speed, and security are essential for strong SEO performance.
  • Backlinks from reputable sources can increase credibility and search engine rankings.
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What is SEO, and why is it important for financial advisers?

Search engine optimisation (SEO) is the practice of improving your website’s visibility in search engine results to attract more visitors.

For financial advisers, SEO involves creating a digital presence that positions your services before potential clients actively searching for help. This is particularly important in an industry built on trust, where potential clients often perform thorough research before choosing a professional.

Search engines are the starting point for most consumers when exploring financial services. Statistics show 90% of consumers use search engines to research and compare financial products. 

Similarly, 76% of consumers search online before hiring someone to assist with tax filing, while 72% do so when seeking an accountant. 

These figures highlight the opportunity for financial advisers to connect with potential clients by appearing prominently in search results. 

Key SEO strategies for financial advisers

There are several strategies that can be used effectively for SEO for financial advisers:

Local SEO for financial advisers

Local SEO focuses on ensuring that your services appear in geographically relevant searches, such as “financial adviser near me.” 

The first step in local SEO for financial advisers is optimising your Google Business profile. This involves providing accurate information about your business, including contact details, business hours, and services.

Using local keywords throughout your website helps improve visibility in local search results. 

Encouraging satisfied clients to leave positive reviews helps boost local rankings and reinforces your credibility within the community.

Optimising your website for search engines

Your website is the foundation of your SEO efforts, and optimising it ensures it performs well for users and search engines. Mobile responsiveness is crucial, as many clients will search for financial advisers using their smartphones. 

Website speed is another key factor; slow-loading pages lead to poor user experience and lower search rankings. Technical SEO also plays a significant role, with elements such as meta tags, alt text for images, schema markup, and clean URL structures helping search engines understand and rank your site effectively.

Content creation and optimisation

Creating high-quality content tailored to your audience is central to successful SEO.

Blog posts, FAQs, and educational resources can address common client concerns, such as ‘How can I maximise my ISA contributions?,’ while including relevant keywords naturally within your content ensures it ranks for these queries while maintaining readability. 

However, avoid overstuffing your content with excessive keywords, as this can harm the user experience and search engine rankings. Optimising your content for featured snippets (brief answers displayed directly in search results) can improve your visibility. 

With voice search gaining popularity, structuring content around conversational phrases can help capture this growing audience.

Backlinks are another key component of effective financial SEO. These are links from reputable websites that point to your content, signalling to search engines that your site is trustworthy. 

For financial advisers, earning backlinks from industry organisations, local directories, or financial news platforms can greatly enhance your authority. 

Top SEO tips for financial advisers

If you want to make the most of financial SEO to promote your services, use these tips:

Tip 1: Target local keywords

Local keywords are essential for boosting local SEO for financial advisers as they help you stand out in geographically specific searches. Use tools like Google Keyword Planner to identify phrases such as “financial advisers in [city name]” and integrate them naturally into your website. 

Tip 2: Create engaging content that answers questions

Content that directly addresses clients’ questions is invaluable. By identifying common queries, such as ‘What is a financial plan?’ you can create articles that provide clear, helpful answers. Tools like Google’s People Also Ask feature can guide you in selecting the most relevant topics.

Tip 3: Optimise your Google Business profile

A well-maintained Google Business profile is critical for local SEO for financial advisers. Ensure your profile is complete, with accurate contact details, descriptions of your services, and photos of your office. Encourage clients to leave reviews, as these significantly impact local search rankings.

Tip 4: Invest in technical SEO

Technical SEO is essential for improving rankings and user experience. Mobile optimisation ensures your site functions smoothly on smartphones, a critical factor as many clients search on mobile devices. 

Website speed affects user engagement and search rankings, while HTTPS security builds trust by protecting user data. Tools like Google PageSpeed Insights can help assess and improve these aspects efficiently, ensuring your site meets the technical standards required for successful SEO.

Tip 5: Focus on client testimonials and case studies

Client success stories are a powerful tool for building trust and attracting new leads. Including testimonials and case studies on your website not only improves credibility but also boosts engagement. These elements can be integrated into blog posts, landing pages, or video content.

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How to measure SEO success for financial advisers

To assess the effectiveness of your financial SEO efforts, it’s essential to track key performance metrics. 

Organic traffic measures the number of visitors arriving at your site via search engines, while keyword rankings indicate how well your content performs for specific terms. Conversion rates reveal how effectively your site turns visitors into leads or clients. 

Tools like Google Analytics, Google Search Console, and Semrush can provide detailed insights into these metrics. Setting conversion goals within these tools helps track specific actions, such as contact form submissions or newsletter signups.

Common SEO mistakes financial advisers should avoid

Avoiding common pitfalls is key to maintaining a successful financial SEO strategy. Keyword stuffing, where too many keywords are crammed into content, can harm your rankings and make your site unreadable. 

Ignoring local SEO is another mistake, as failing to target location-specific searches limits your visibility to nearby clients. Poor user experience, such as slow-loading pages or confusing navigation, can drive potential clients away. 

Finally, neglecting to update your website or content regularly can cause your rankings to decline, as search engines prioritise fresh and relevant information.

Why SEO should be a priority for financial advisers

For financial advisers, SEO is a pathway to long-term business growth. By increasing visibility, driving traffic, and building trust, SEO supports your ability to connect with more clients. 

A well-executed SEO strategy improves your site’s rankings and lays the foundation for sustained success in an increasingly digital world. Investing in financial SEO ensures you stay competitive, visible, and ready to meet your audience's needs.

Work with Unbiased

SEO is a powerful tool that enables you to enhance your visibility, attract the right clients, and build trust. Prioritising financial SEO ensures long-term growth, stronger client relationships, and a competitive edge in the digital marketplace. 

Unbiased uses SEO to improve the visibility of its profiles on search engines. Grow your firm with Unbiased Pro and get your ideal clients delivered straight to your inbox.

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Author
Unbiased Team
Our team of writers have decades of experience writing about B2B finance, including the latest information and trends related to financial, mortgage and accountancy advice firms.