SEO keywords for financial advisorsWriting your website content and selecting the design of your website calls for the right side of your brain to step up to the plate. Choosing your SEO (search engine optimization) keywords is where your left side takes center stage. Here, we’re going to review the importance of the right keywords for your website and how to choose yours.

What are keywords?

Keywords are words or phrases that frequently appear within your website and that people will search for in a search engine. In relation to SEO, a good keyword density is between 2 and 4%, meaning your select keywords make up 2 to 4% of your total content.

Specifically within our Exclusive website setup, we ask you for your keywords and terms. Based on the keywords you list, we make sure these are featured on your website. And if you are using our Copywriting service, we make sure these keywords are within your content and the backend of your website (such as the title tags and descriptions).

Why do I need keywords?

While there are no guarantees in the world of SEO, the goal of incorporating select keywords into your website and content is to help you appear higher in search engine results when someone searches for an advisor in your geographical region or area of specialty.

How many keywords should I choose?

There’s no one right answer, but generally you want at least three and no more than 10. More keywords doesn’t necessarily mean more search results. You need a good balance of quality and quantity. Within your website content, you should aim for your keywords to appear 2 to 4% of the time. If you choose 10 keywords, it will be hard to organically incorporate 10 different words and phrases multiple times within your pages.

How do I choose my keywords?

This is where the analytical side of your brain takes the lead. There are thousands of articles on strategies for creating keywords and it can be overwhelming if you dive too deep into the rabbit hole of SEO. We’re going to make it as easy as possible for you to choose your keywords in less than 30 minutes.

Step 1: Jot down a list of five to 20 words or phrases that come to mind when you think about your practice and what you do. This should be all about instinct, so don’t self-edit. These keywords could be as vague as “financial advisor” and as specific as “IRA rollovers for executives in Walla Walla Washington.”

Step 2: Now it’s time to narrow down your list. For vague terms, such as “financial advisor,” “investment advice,” “retirement planning,” work on specifying them. There are tens of millions of results for these terms. You want to compete in a smaller pool. Look at what happens when we search for “financial advisor” versus “financial advisor san diego” versus “san diego advisor:”

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We learned two things from this search that took a few seconds. First, look at how the number of results drops when we add our city. The more specific you can get, the better. Second, we get different results when we add our state. Your keywords can be iterations of one another. So, if you’re in San Diego, you may include within your keywords several variations of San Diego, such as “San Diego CA,” “San Diego California,” etc.

Step 3: Now that you’ve created a few keywords that include variations of your location, focus on your specialties. What special services do you provide, or what types of clients do you enjoy serving? Try running some Google searches to see the results you get. Some keywords you could try include “financial advisor for affluent families,” “private wealth services,” “financial advice for divorced women,” “IRA rollovers in Dallas,” “Social Security planning for couples in Florida,” etc. The more specific you get, the more likely your site will appear higher in the search results. Aim to create keywords with at least three words. Ideally, your search terms yield under 1 million pages of content in a Google search. Anything more than 1 million represents a very saturated niche. If you can create keywords with under 100,000 results, you’re a true SEO rockstar.

Let’s look at how our results fall far below the 1 million mark when we get more specific:

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Now, let’s try getting really specific:

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But what are the chances that your target client base will search for these terms? While it largely depends on the financial fluency of your client base, you should generally avoid using too technical of jargon that the average investor wouldn’t search for.

Step 4: By now, you should have a tailored list of three to 10 keywords. If you’re working with us on building an Exclusive website, you can provide these keywords to your project coordinator. You should also incorporate these keywords into your website content. If you need help writing website content that is optimized for search engines, check out our Copywriting service, where you can work with one of our in-house copywriters to craft content tailored to your firm.