If someone in your area searches online for “financial advisor (your city),” you want to be the one they find. They aren’t randomly browsing. They have a need and are actively seeking guidance. This is one of the strongest buying signals in digital marketing.
It’s also where Search Engine Optimization (SEO) comes into play. SEO is a set of strategies that help rank your website higher in search engines. Its close cousin is Answer Engine Optimization (AEO), which helps improve your placement within AI engines.
SEO and AEO work similarly in that they’re using signals from your website and the traffic coming into it to determine whether or not you’re the right solution for the seeker.
SEO can be complicated. To achieve real impact, you’ll likely need to outsource to a professional. However, we’re firm believers that before you can outsource effectively, you need a thorough understanding of the task at hand. This gives you the ability to guide your vendors, gauge their progress, and contribute in meaningful ways.
The following are some SEO principles we think every advisor website should embrace.
1. Nail the Basics
Ensure your website has a solid technical foundation. It’s good for SEO and offers a better experience for clients and prospects as well. This includes:
- Fast Load Times: A slow website increases bounce rates and hurts your rankings. Think about compressing images, finding a reliable host, and removing unnecessary plugins.
- Mobile Responsiveness: Over 60% of Google searches happen on mobile. Your site must look great and function seamlessly on any device. Test, test, test.
- Secure and Accessible: A secure (HTTPS) connection and clean, crawlable code are non-negotiables. Google prioritizes safe, accessible sites.
2. Choose the Right Keywords
Think like your prospect. What would they search for to find someone like you? Start with local intent: “financial advisor [your city]” or “retirement planner near me.” Tools like Google Keyword Planner can help identify keyword volume and competition. Start by focusing on a handful of highly relevant keywords:
- “Financial advisor [City]”
- “Wealth management [City]”
- “Retirement planning [City]”
- “Fee-only financial planner [City]”
3. Optimize Your Pages
Once you’ve selected your keywords, it’s time to weave them into your site, but not haphazardly. There’s a fine line between being relevant to search engines and maintaining readability. In other words, avoid the type of “keyword stuffing” that was rampant in years past. Here are some areas where adding thoughtful keywords can add real value:
- Headers: Break up content with clear headings, being sure to incorporate your keywords.
- Body Copy: This is the easiest for you to influence without having a technical background. Instead of saying “We help clients achieve…” you might say “Our Charlotte-based financial advisors help clients achieve…”
- Title Tags and Meta Descriptions: Behind the scenes, you can adjust these labels to reinforce your keywords and increase click-through rates.
- URL Structure: Your URLs can also incorporate keywords without being over-the-top. For example, instead of saying yoursite.com/planning, you might say yoursite.com/financialplanningphoenix.
4. Create Local Relevance
Google loves local content, so make sure your website includes:
- A dedicated “Contact” or “Locations” page with your address, map, and business hours.
- Mentions of your local area throughout your site (e.g., “Helping families in Westport…”).
- Participation in Google Business Profile. It boosts your visibility in local search and map results.
- Google Reviews are important for SEO and AEO because they signal local authority. They also provide real-world language and sentiment that AI engines use to validate and recommend businesses.
5. Build a Blog That Adds Value
For financial advisors, a blog is the easiest way to consistently target new keywords and demonstrate expertise. Not sure what to write about? Start with the questions your clients and prospects ask most often:
- “How Much Should I Save for Retirement in My 50s?”
- “What to Do When You Receive an Inheritance”
- “Tax Strategies for Business Owners Near Retirement”
6. Earn Backlinks
Google views backlinks (links from other sites to yours) as votes of confidence. The more reputable sites link to yours, the more authoritative you appear. Here are a few ways to earn backlinks:
- Write guest posts for local media or industry blogs.
- Get featured in local directories or business networks.
- Partner with COIs and ask them to link to your site.
SEO is one of the most valuable investments you can make in your digital presence. When your website ranks well, it creates a compounding effect: more visibility, more credibility, and more client opportunities.
The ultimate goal is to make sure that when someone searches for a financial professional in your area, you’re front and center.
Are you interested in improving the SEO for your website? Check out our SEO/AEO offering.
