financial advisor seo

Financial Advisor SEO – Turn Google Into Your Top Salesperson

By: Frank DePino | October 30, 2020

Before the internet, everyone had pretty much the same approach to finding a financial advisor. You asked around. 

The recommendation of a trusted expert was money in the bank. However, modern lead generation for financial advisors is the art of scratching Google’s back. 

In this article, we’ll break down how to scratch Google’s back and turn the world’s largest search engine into your best salesperson!

How Can Financial Advisor SEO Benefit Your Company?

Financial Advisor SEO is the practice of optimizing a financial advisory website to ensure that it appears high in the search results supplied by the major search engines when a  prospective client searches highly relevant keywords. 

What does Google “really” want? 

Search engines are an odd business when you think about it. What do they sell? 

The information they provide is free and available to anyone with access to the internet. The information available on the internet is the ultimate commodity. There is more of it than anyone could ever consume, and the supply is ever increasing.

Search engines sell the act of a search. The customers for that search are the companies paying for ads on the search results page.

To have a product to sell, the search engines need to induce consumers to enter searches. To do that repeatedly, the consumer must consistently find the information they are seeking quickly and easily.

seo for financial advisors

What Google wants from all the websites in the world is answers to queries organized in a fashion that makes it easy for the search engine to find and present relevant responses to user queries. 

The better your website does that, the higher the search engines will rank you. 

Google ranks based on, 

  • The relevance of the website to the query
  • Quality of the content
  • Usability of the webpages
  • Context and settings

Search Engine Optimization for Financial Advisors is optimizing your site for those four search engine ranking factors. 

Let’s break them down into two broad types of SEO, On-site and Off-site and discuss how to optimize these four factors in each of those contexts. 

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On-Site Financial Advisor SEO

Relevance 

On-site, search engines judge the relevance of your site to a given search query by matching the keywords in the search query to the words on your site. The factors that influence your perceived relevance are,

  • How closely do words and phrases on your site match the words in the search query?
  • How frequently does your site repeat the words in the search query?
  • How important are those words to your site’s overall content, e.g., appearing in headlines or only within paragraphs?

Optimization of a site for those three factors is called Keyword Optimization. 

Keyword optimization for financial advisor SEO begins with identifying the search terms your ideal clients would most likely use to find a financial advisor.

At Mediaboom, our financial advisor clients typically ask us to identify keywords and phrases that signal a customer nearby geographically, currently in the market and interested in a specific specialty. 

financial advisor seo strategy

For example, “best financial advisor for retirement in Boca Raton” is a so-called “long-tail” keyword that would self-describe the ideal customer for a retirement specialist in the Boca Raton area.

A quick aside, long-tail keywords, keywords or phrases with multiple modifiers or descriptors are usually less competitive and better quality keywords than more “short-tail” keywords. 

“Best financial advisor for retirement in Boca Raton” will have lower search volume but much less competition than, for example, “financial advisor,” and such searchers are probably higher-value prospects.

Identifying the perfect Keywords to support your financial advisor SEO efforts is part science and part art. 

Our SEO team offers this advice for those trying to go it alone, start by describing your ideal customers, strip out demographic identifiers. The remaining modifiers will be psychographic modifiers describing your perfect client. 

Some businesses see identifying demographic data in a search string. A person searching for a personal trainer might search for “best personal trainer in my area for expecting mothers.”

In our experience, financial advisors rarely see that kind of information.

Let’s take an example. 

seo for financial services

Suppose your ideal client is a senior executive over age 55 with over $1 million in net worth seeking a financial advisor to manage his or her investment portfolio with the objective of early retirement.

The demographic data in that description includes “senior executive,”  and “over age 55.” 

It would be odd for such a prospective client to search for “best financial advisor for senior executives over 55.” 

It could happen. But the search volume is probably too small to optimize your site around. 

On the other hand, the search string, “best financial advisor in my area for early retirement” is more likely. A financial advisor with a specialty in early retirement would do well to optimize at least part of their site for that search phrase. 

Tags and Meta Data

Another piece of financial advisor SEO for relevance is ensuring the proper tags are in place.

Tags are invisible pieces of HTML on a site or page placed precisely to help the search engines understand better the content. 

search engine optimization for financial advisors

Search engines evaluate tags before analyzing actual content to determine the relevance of a page or site to a given search query. 

Common tags are;

  • Title Tags – a title tag is a short descriptor in the header of a web page that tells the search engine about the subsequent content section.
  • Meta description – also, in the header, describes the content of the page in more detail.
  • Alt tags – Alt tags are tags attached to photos and other media that tell search engines about the media’s content.

Sitemaps

Another piece of the relevance puzzle for search engines is the site map. A sitemap is an XML file that does not display anything to the average user but is read by search engines. The sitemap tells the search engines about the structure of the site.

Search engines rely on site maps to determine what pages to index and help prioritize the relevance of a site’s content. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Quality of the Content

Search engines pay attention to stats like “time on page” and “bounce rate.” 

Low-quality content that does not deliver helpful, highly-relevant information is quickly un-ranked and hurts the website’s overall rank.

If you want to optimize your site for search engines, your content needs to deliver value and speak directly to the query. Click here for a deep dive from our team on the importance of content marketing.

Google specifies that its search ranking includes a “freshness algorithm” explicitly. 

The days of “set and forget” content are over. 

Google’s definition of quality explicitly includes the age of the content. 

Expect to renew time-sensitive content at least annually. 

Usability of the Webpages

We’ve all experienced seeing a search result that appears to be the perfect answer to our query only to have the page fail to load or take forever. 

Search engine companies know this detracts from the user experience and are placing increased emphasis on usability. 

seo for financial website

Financial advisor SEO now must include highly technical considerations like,

  • How a page appears in different browsers,
  • How fast does a page load, and
  • Is the site/page optimized for different devices, including the highly important smartphone segment?

Google provides free tools to help web designers understand how well their sites perform. 

If you’re curious about your site, check out PageSpeed Insights and Webpagetest.org

Performance optimization cross-platform and cross-technology is well beyond the scope of most site designers.

Context

When search engines refer to context, they are mostly talking about geographic location and search history. 

If a user in Los Angeles searches for “financial advisor near me,” the search engine knows to prioritize search results specific to LA. 

We’ll discuss shortly off-site financial advisor SEO strategies to make sure the search engines know your business’s location. 

On-site, be sure to mention your location when it makes sense in context.

The other piece of context is a user’s search history. While it may seem you can do little in this area, you can have quite a bit of impact. 

Search engines track the sequence of users’ activity on your site. 

By creating engaging content that naturally flows from one topic to another, you alert the search engines that those articles and concepts are related in the minds of your site visitors. 

Off-Site Financial Advisor SEO

At Mediaboom, we make sure our clients off-site SEO follows through with giving the search engines what they want. 

Relevance

Search engines take clues to a site’s topical relevance by mapping what other pages and sites link to that site.

If well-regarded sites discussing financial advisory services link to your site, the search engines get the message. 

Context

The other area where off-site financial advisor SEO is crucial is helping provide geographical context. 

In Google, whenever a user searches for “financial advisors’ or “financial advisors near me,” the first search results that they will see after paid ads is a map showing financial advisors literally near the user. 

For your financial advisory firm to appear on this map, you must claim your business.

google my business for financial advisors

Fortunately, Google’s made this pretty easy. 

Go to Google My Business and click on “Manage Now.”  You’ll be walked through a process to confirm that you are your business owner or an authorized representative. This allows you to “claim” your business and thus show up on the Google search map results.

Make sure to complete all of the data requested by Google My Business. Our experience is that Google ranks higher businesses with a complete My Business profile. 

See It In Action

At Mediaboom, we’re experts in digital marketing for Financial Advisors, including Financial Advisor SEO. 

Visit our case study to learn how we helped Pension and Wealth Management Advisors in Waltham, MA increase their online traffic by over 201% and GSB Wealth Management in Guilford, CT, increased their traffic a staggering 601%. 

Imagine what a 600% increase in prospects could do for your financial advisor business! 

Reach out today to talk to one of our experts.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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