In today’s digital age, a strong online presence is important for financial advisors looking to attract new clients and grow their business. One of the most effective ways to increase visibility online is to achieve a top ranking on Google search results. This blog will explore actionable strategies financial advisors can implement to improve their SEO and achieve higher rankings on Google.

Understanding SEO Basics

Search Engine Optimization (SEO) is the process of optimizing your website and online presence to rank higher in search engine results pages (SERPs). Google, being the most widely used search engine, sets the standard for SEO practices. Here are key elements to focus on:

• Keywords: Relevant keywords make a difference in both organic search rankings (SEO) and paid search (Google Ads). Keywords should be strategically placed throughout your web pages, meta descriptions, and headers. In Google Ad campaigns, advertisers bid on keywords they believe their target audience will use as search terms when looking for products or services similar to what they offer. The relevance of your keywords determines your Quality Score in Google Ads, which influences your ad rank and cost-per-click (CPC). Potential clients searching for financial services might use terms like “financial advisor [city],” “investment planning,” or “retirement advice.”
• Content Quality: High-quality, informative content should address the needs and concerns of your target audience. Individuals searching Google look for answers; this is where your thought leadership stands at the door, ready to welcome your potential client inside. Blog posts, articles, case studies, and guides can all establish your expertise and attract organic traffic.
• On-page Optimization: Properly optimized web pages are more likely to rank higher. This often involves improving the usability, readability, and user experience (UX) of your website. The better optimized for users, through keyword-rich content, meta tags, URL structure, image alt attributes, page speed, etc. can result in lower bounce rates, longer on-page times, and higher conversion rates.
• Local SEO: For advisors serving a specific geographic area, optimizing for local search is crucial. Claim your Google My Business listing, gather positive reviews, and ensure your NAP (Name, Address, Phone number) information stays consistent across all platforms (social media or otherwise).

Building Authority Through Content Marketing

As mentioned above, content marketing plays a significant role in improving SEO and establishing authority in the world of financial advisory. To delve further into thought leadership, the more keyword-rich content you produce, the more likely your desired audience will come across your website. How can you do this?

1. Blog Regularly: Maintain a blog and update it frequently with fresh, relevant content. Share insights on financial trends, tips for saving or investing, or explain complex financial concepts in understandable terms.
2. Hyperlink Internally: Internal linking can improve website navigation, distribute authority across pages rather than one singular page, enhance indexation, and ultimately increase users’ time spent on your website, which contributes to better search engine rankings and user engagement.
3. Create Video Content: Leverage the power of video to engage with your audience. Video content does get indexed in Google’s search engine through metadata like titles, descriptions, tags, and embedding with context. Financial advisors can use this media to educate their audience on financial planning topics or client success stories to encourage people to reach out for their expertise.

Leveraging Social Media and Online Reviews

Social media and online reviews can significantly impact your local SEO efforts. Remember that “activity promotes activity.” If you have social media profiles that are inactive, lack information, and are absent of a human or brand image, your visibility will suffer.

Maintaining social media profiles, in particular, shows your audience that you are active and engaging. Keep sharing your content, engaging with followers, and participating in discussions. A real person is better than a robot, and Google knows the difference; profiles engaging in spammy behavior/unnatural engagement patterns will be identified as bots and receive reduced visibility.

On an opposite note, activity in your customer reviews will bolster visibility. Encourage satisfied clients to leave reviews on Google, Yelp, and other relevant platforms. Be sure to respond to all reviews, whether positive or negative, to improve your credibility and influence potential clients’ decision to work with you. If you can respond appropriately to negative feedback, you may convert someone who is on the fence by demonstrating a caring and committed attitude to your clientele.

Technical SEO and Analytics

Google Analytics, a technical SEO and analytics tool, provides valuable insights into website traffic, user behavior, and conversion rates, enabling you to assess how effective your marketing strategies are and identify areas for improvement.

Additionally, rather than manually gathering data, you can utilize SEO tools like SEMrush, Ahrefs, or Moz to conduct comprehensive keyword research, track keyword rankings, and perform audits to address technical SEO issues. By monitoring and optimizing these metrics, you ensure your website remains competitive in search engine results and delivers a seamless browsing experience for visitors.

The Importance of Local SEO for Financial Advisors

Local SEO plays a pivotal role in attracting and retaining clients within their geographical area. When someone searches for “financial advisor near me,” several factors can influence your ranking in the local search results—whether your Google My Business profile is complete and accurate, you’re listed in local directories, your website content uses geo-targeted keywords, and your website is mobile-friendly, among other factors.

Given that many clients prefer local service providers as well, optimizing SEO with the tips above can enhance your business growth. You will effectively reach your target audience, increase visibility, and attract qualified (keyword) leads looking for personalized financial guidance in your area.

Achieving a top Google ranking as a financial advisor requires dedication and strategic effort in SEO, content marketing, social media, and online reputation management. But remember, SEO is an ongoing process and may not immediately show results.

Implement these strategies consistently, and you can increase your online visibility, attract more qualified leads, and ultimately grow your client base in the long run. Even better, you can take your digital presence to the next level by engaging a company that is an expert in SEO. 

Working with a Google Marketing Expert

Our team at Frankel can help you achieve and maintain a top Google ranking for your financial advisory practice. With our resources, we aim to position you as a trusted authority and drive consistent traffic to your business. Talk to us today and we’ll take a look together at examples of financial advisor brands we have built. We would be happy to answer your questions and discuss a potential partnership.