SEO for Financial Advisor Websites: 3 Ways to Improve in 2021

How to Write a Financial Advisor Biography

Read Now

As a financial advisor, your website is a great tool for reaching new clients and improving your credibility. But if you’re struggling to get traffic, you might need to take some steps to improve your search engine optimization (SEO). Whether you’re new to SEO or just need a refresher, here are three tips to improve your Google search rankings in the new year. 

1. Optimize your URLs, page titles and meta descriptions 

When someone submits a query through Google, the search engine pulls results from its index—a library of all websites and pages that exist. So it’s important that your URLs are readable by Google. Be sure to use hyphens instead of underscores, stay away from capital letters and check for duplicate pages or orphan pages (pages that aren’t linked to or from any other section of your site). 


Customize URLs

It’s also important to customize each page URL instead of using an automatic generator. Your URLs should be simple and describe the content on your page. Try to use target keywords for the page in your URL. For instance, your contact us pages URL should be ‘’ or ‘’, as the URL explains what page it is. 


Redirect URLs if you change them

If you need to change a URL that has already been indexed, make sure you redirect the old URL to the new one. This ensures that you keep the ranking of that specific page and helps to avoid crawl issues that might hurt your SEO. If you need help doing this, don’t hesitate to submit a support ticket by emailing


Page titles and meta descriptions

The page titles and meta descriptions should also be simple and contain target keywords for each page. Remember, page titles are not visible by the user, but are important when search engines are indexing and looking to fulfill user queries. Meta descriptions, on the other hand, will appear with search results. About 43% of users click on a search result based on its meta description. Your meta description for each page should contain an accurate and helpful description of what’s on the page in order to draw users to click through to your site. 


2. Improve the quality of your content 

In recent years, Google has continued to improve its search engine algorithms in order to answer people’s queries more accurately and efficiently. The search engine no longer favors keyword stuffing, which can actually hurt your rankings rather than help them. 

Keyword stuffing is when you use the keywords too many times and it doesn’t make proper sense to the reader. Instead, you want to use relevant keywords while still adding value to the reader.


Google has been working to improve its understanding of natural human language in order to deliver results that are relevant to each person’s question. In order to move up in search engine results, make sure you’re creating quality content that answers the questions of your potential website visitors. Focus on concise, accurate answers written in natural language. 


Keep voice search in mind

This is especially important as we’ve entered the dawn of the voice search. More and more people are using voice search on their smart devices to answer their questions. Therefore, their searches may read something like “What’s the difference between a 401(k) and an IRA?” instead of “401(k) vs IRA.” Because they’re asking complete questions, it’s important to include those long-tail keywords in your content. 


External links

Quality content can also improve your chances of scoring external links, which in turn can improve your page ranking in Google’s search results. By building authority as a credible source, you’ll gain more traffic on your website, leading to more potential clients. 


3. Build on local SEO  

When working to improve your financial advisor website, it’s important to think about the location of your potential clients. The internet allows you to reach clients all over the globe, but if your business is locally-based, you want to focus on your neighborhood. 


Google My Business

In order to put your business at the top of local searches, you should first take advantage of Google My Business, a tool that allows you to list business details directly on Google’s search page. If someone searches for “financial advisors near me” and your business is highly ranked, your details will show up to the right of the search bar. Make sure location addresses, hours, phone numbers and other essential information is correct both on Google My Business and on your website. 


Social media

Building a social media presence and ensuring your clients leave reviews can also help with your rankings on local search results. 


Extra tips for local optimization

As far as optimizing your website for your local financial advisor SEO, here are a few elements to include and focus on: 

  • Contact information at the top of your homepage 
  • Embedded Google map on your contact page 
  • Unique pages for multiple office locations 
  • Mobile-responsive (70% of local searches come from a mobile device!)

With 2021 just around the corner, now is the perfect time to start implementing the above steps to improve your websites visibility.

The more people who see your website, the more chances you have to convert visitors into new clients.

If you’re short on time or have more questions about how to make SEO improvements on your website, contact us about our SEO service



At Advisor Websites we help financial advisors grow their business and enhance their digital marketing strategies with their own personalized website. Our platform offers a selection of effective and proven frameworks that are personalized to reflect your business and brand.

Find Out More with a Personalized Demo

Author: Advisor Websites

Topics: financial advisor websites, SEO, seo for financial advisers

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.