Benefits of SEO for Financial Advisors

Better User Experience
SEO for financial advisor websites helps create a user-friendly experience for visitors. While SEO must be geared toward search engines, it must also be designed to attract and engage your targeted audience. A well-structured and optimized website with relevant content entices visitors to spend more time on your financial advisor website. This increased time on site decreases bounce rate and increases page views, all of which leads to higher rankings on search engines.

Targeted Leads
Search engine optimization (SEO) not only helps create a better user experience, but it also helps you reach your most viable prospects. When you use SEO that is well-researched and industry-specific, you will attract targeted leads which leads to higher conversions. This process of creating targeted SEO works just as well with local SEO for financial advisors.

Higher Conversion Rates
Converting more of your prospects into clients is a natural byproduct of creating a better user experience and using targeted SEO. Potential clients come to your advisor website because you have attracted them with targeted SEO. And because they have a good user experience, they are more likely to want to learn more about your services.

Better Brand Awareness
One of the benefits of achieving higher rankings with SEO is the increased visibility which leads to greater brand awareness. Besides higher page rank, SEO also helps create a wider reach across the Internet, which creates more trust in your authority. This trust and an increasingly stronger online presence help you build your brand organically for long-lasting results.

Understanding SEO for Financial Advisors 

SEO is part art and part science, and is used to drive targeted traffic to your website via search engines. Search engine results are separated into two sections — organic and paid results.

Organic search results are those driven by your content, SEO, and other marketing efforts without the use of paid ads. While search engines rank organic search results based on hundreds of ranking factors, organic traffic is typically seen as the most relevant, authoritative, and trustworthy.

Paid search results are ads you purchase that appear first on most search engine result pages. The advantage of paid search is in having your financial advisory firm listed in a position that potential clients see first. While paid ads can help drive more traffic initially, organic growth typically results in better long-term results.

Even though Google and other search engines don’t make their search algorithms public, you can always count on the following criteria for better ranking with global and local SEO for financial advisors:

Search engines review your website for content that is closely related to your keyword. This relevance factor is a strong determiner for how your site ranks but it’s only part of the equation.

Authority simply means that search engines determine that your content is relevant, accurate, and trustworthy. The authority of your website is determined more than anything else by the number of other sites that link to your site.

On-Page SEO
On-page SEO ensures that search engines can easily find your website and quickly determine its relevance and authority. Well-researched keywords and useful content will tell search engines what search terms and phrases to align with your intentions.

Off-Page SEO
This type of SEO is anything you do behind the scenes to optimize your website. The primary goal of off-page SEO is to acquire backlinks from other websites, but it also includes internal linking, guest blogging, and other marketing efforts.

You can learn even more about SEO for financial advisors from one of our presentations from our video library, SEO Matters.


SEO for Financial Advisors: What Really Matters

High-Quality Content
High-quality content means creating pages that increase time on page, lower bounce rate, and, most importantly, provide valuable content for the user. High-quality content has to be well-researched, well-written, and optimized for the following:

Search Intent — When you understand your user’s intent, you have a powerful tool for creating the most relevant content. Search intent, also known as keyword intent, is the ultimate goal of the person searching. Since your prospects look for, process, and use search results differently based on their ultimate goal, optimizing for search intent is critical for effective SEO.

Keyword Research — Despite keywords having less of a ranking impact than they used to, keyword research is a necessity for creating high-quality content. You can create a content masterpiece, but it will have no impact without the right keywords because no one will find it.

Voice SearchAccording to Google, 72% of people who own a voice-activated speaker say that the devices are often part of their daily routine. Add in the millions of smartphones, and it’s evident that the growth of AI assistants like Siri and Alexa will continue to increase the demand for SEO geared toward voice search.

Mobile Optimization

Uberall finds that 69% of smartphone owners use their devices for search when they are shopping for goods or services. More importantly, they find that of the group mentioned above, 82% had performed local searches. These are statistics that provide even more evidence for how critical local SEO for financial advisors is and how a mobile-first marketing approach is so important.

There is an increasing demand from web users for more secure websites, and it won’t be long before it becomes a must-have. Nowhere is this security more critical than with financial advisor websites. A secure website assures visitors that confidential data is protected from unauthorized access and that those who have access to that data are trustworthy. Just as importantly, tight security tells your visitors that you are a professional who understands your potential clients’ concerns.

User Experience
We’ve already discussed how SEO can impact the user experience, but it simply can’t be overstated how important the user experience continues to be from search engine ranking to brand building. The level of trust and authority that visitors attribute to your brand is directly affected by their experiences when using your website.  

Bounce Rate
Bounce rate refers to how quickly site visitors leave a website, and this tells search engines a lot about your websites relevance and value. This SEO element and the overall length of time visitors spend on your site have a big impact on rankings and are directly tied to high-quality content, site layout, and keywords.

Backlinks are links to your website from other websites. The number of backlinks you have from reputable and relevant websites help search engines determine how others in the same or similar industries perceive the value of your content. Simply put, if authoritative websites don’t consider your website to be valuable and relevant, why should a search engine?

Interlinking is when you link from one piece of content on your website to another piece of content on your website. Interlinking helps search engines further determine what your website is all about. The more relevant the internally linked content is to one another, the more authority and trust search engines will attribute to your site.

Understanding Keywords for SEO

Keywords are words and phrases that define what your content is about, and with SEO for financial advisors, they’re the words and phrases your prospects use when they search for financial services. Keywords are critical because they connect what people are searching for to your content, and the more precise the connection, the better the user experience. Your goal for search engine ranking is to attract organic traffic to your site from the search engine results pages (SERPs), and the keywords you choose to target determine what kind of traffic you get.

Keywords are as much about your audience as they are about your content. To create content that ranks well organically and drives visitors to your site, you need to understand your prospect’s needs in the same language as they do. Check out our presentation about keywords to learn more.


We love to share what we’ve learned from the thousands of financial advisors we’ve partnered with, so take a look at more marketing tips or check out our free online video courses on The Art of Digital Marketing. If you want to see how FMG can help you make the most out of your SEO and other digital marketing, you can see our tools for financial advisors on our demo page.