SEO for Financial Advisors: How to Climb the Ranks and Get More Clients

Advisor Websites
Advisor Websites • Posted on Jun 24, 2021

The higher your website ranks on search engines, the more website visitors you'll gain and therefore, more potential clients viewing and converting on your site. But not all website traffic is valuable, how do you get more of the RIGHT people (aka your target audience and ideal client) to your website in the first place? 


It comes down to using the correct keywords and setting up your website's search engine optimization (SEO). SEO is a crucial element to your digital strategy because it functions as the magnet for your website, drawing in your prospects.


Here’s a quick guide to SEO for financial advisors to help more of your clients find and hire you!

What are keywords and why do they matter?

To decide which websites should show up first for a particular search query, search engines like Google have bots that scan (aka crawl) web pages and analyze their contents. The bots can’t watch videos or see pictures. All they can do is read the words, analyze the organization of a page, and monitor how people respond to it. 


Want to learn more? Download our FREE ebook All You Need to Know About SEO.


The search engines determine the purpose of a page based on its words and how those words are used. To show up when your prospects are searching for a particular phrase (aka keyword), you must strategically use that keyword in your content. But how does it work?

4 Key Steps to SEO for Financial Advisors

The first step in optimizing your website to increase your visibility is finding out which keywords your prospects type when looking for your solution. Once you have them, you’ll need to use them properly in your content. Not sure where to start? Follow these 4 key steps:

#1 Find industry-specific keywords

To find the keywords being searched for in your industry, perform keyword research using Google Trends. This free tool lets you see which word combinations people are searching for the most.  

For example, if you type “financial advisors” into Google Trends, you can view the interest in the search term over a specified period in a specific region. In this case, interest has been moderate to high over the last year in the U.S. (makes sense with the pandemic). Then, you can see the top related search terms related to the main topic as well as those that are rising.


Top 5 related keyword phrases Top 5 related rising keyword phrases


These keywords can help you understand what people are looking for most often concerning your profession. Make a list of the popular keywords related to your business offerings.


#2 Find relevant keywords for your business using analytics

Next, find the keywords people are already using to find your website. You can set up Google Analytics and Google Search Console to see exactly which words people are using and how your website is ranking for those words. Then, you can take those keywords and optimize your site for them so you rank better.

Tip: Since website authority is one of the key factors that contribute to SEO, creating a Google My Business account is one way to demonstrate to Google that you have a genuine and trustworthy business. This will help boost your overall SEO and significantly help with your local SEO - which is when prospects are searching for Financial Advisors near your business location. Check out this blog with step-by-step instructions on how to set up your Google My Business account if you don't already have one! 


#3 Use the keywords in the right places

Once you have your keywords, it’s time to put them in all the right places. Often, you will have a primary keyword and secondary keywords for each page. The primary keyword is the main focus. It should appear in the page title, page headers, first paragraph, meta description, meta title, image names, image alt tags, page slug, and naturally throughout the body text. Secondary keywords are closely related to the primary keyword and should be mentioned naturally in the body text. 



#4 Don’t use too many keywords

While you need to include the keywords strategically, don’t overdo it. Have you ever read a web page that sounded extremely awkward because it overused the same phrase?

Ex: If you want to learn about keywords, you came to the right place to learn about keywords because we are going to teach you about keywords. 

Annoying, right? 

That’s referred to as “keyword stuffing” and it comes at the cost of the reader’s experience. While you want to send the right signals to the search engines, you also need to provide the best resource for the readers or they will click away (which Google also tracks). So use the right keywords in a natural, reader-friendly way.

Expedite your visibility with an SEO Specialist

SEO takes a combination of knowledge, persistence, and time. But if you want to fast-track your path to greater visibility as a financial advisor, our in-house SEO Specialists are here to help! They will review your website to find opportunities for improvement. We’ll then create an implementation roadmap that can include Google configuration, setting up analytics, and optimizing your site. 


Ready to get started? We’d love to add you to our list of happy SEO clients. 


Grow your business faster with the SEO Package



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.

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About Advisor Websites

Founded in 2012, Advisor Websites specializes in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all which follow FINRA and SEC guidelines.

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.

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