SEO For Financial Advisors: Tips and Strategies

Search engine optimization (SEO) is the process of improving your website and content to rank higher on Google and other search engines. SEO is important for financial advisors because it can help them attract more clients from across the web. By optimizing their website and content, they can increase visibility and traffic, which can lead to increased revenue and clientele.

In this blog post, we will share some tips and strategies on how to do SEO for financial advisors. We will cover the following topics:

• How to pick the right SEO keywords for financial advisors
• How to create landing pages for your services
• How to write quality content that ranks
• How to optimize each page for SEO
• How to use sitewide SEO tactics
• How to set up a Google My Business profile listing
• How to include NAP and schema markup
• How to get backlinks for your financial advisor website

How to pick the right SEO keywords for financial advisors

The first step in doing SEO for financial advisors is to create a list of keywords to target on your site. Keywords are the words and phrases that potential clients use to find your financial advising business online.

To find the best keywords for your niche, you need to do some keyword research. Keyword research is the process of discovering what people are searching for on Google and how competitive those terms are. Use a keyword research tool that shows you related phrases along with the average monthly search volume and keyword difficulty score.

To use keyword research tool, you can enter a few industry-related “seed” phrases, such as “wealth management”, “estate planning”, “financial planning”, etc. Then, you can choose a keyword ideas report, such as “Matching terms”, which shows all ideas containing your seed keywords.

For example, if you enter “wealth management” as a seed keyword, you can see suggested keywords like “wealth management services”, “wealth management firms”, “wealth management advisor”, etc.

If you’re trying to attract local clients, then you’ll want to focus on keywords that include your local area or state. For example, “financial advisor in Cleveland”, “wealth management in Vermont”, “Orlando financial advisor”, or “financial planning in Nebraska”.

If you’re trying to attract clients on a national or international level, then you can target general keywords in the financial advising niche. For example, “certified financial advisor”, independent financial advisor”, “fee only financial planner”, or “wealth management consultant”.

When choosing keywords, you should aim for those that have a high search volume and a low keyword difficulty score. Search volume indicates how popular a keyword is, while keyword difficulty indicates how hard it is to rank for it.

A good rule of thumb is to target keywords that have a search volume of at least 100 and a keyword difficulty of less than 30. These are keywords that have enough demand and are not too competitive.

You should also consider the intent behind each keyword. Intent refers to what the searcher wants to achieve or learn from their query. Some keywords have informational intent, meaning they are looking for answers or solutions. Some keywords have transactional intent, meaning they are ready to buy or hire a service.

For example, someone who searches for “how to start retirement planning” has informational intent, while someone who searches for “best retirement planner near me” has transactional intent.

As a financial advisor, you should target both types of keywords. Informational keywords can help you attract potential clients who are looking for guidance and advice. Transactional keywords can help you convert those who are ready to work with you.

How to create landing pages for your services

Once you have a list of keywords to target, you need to create landing pages for your services. Landing pages are web pages that are designed to persuade visitors to take a specific action, such as filling out a form, booking a consultation, or signing up for a newsletter.

Landing pages are different from blog posts or other types of content because they have a clear goal and a single focus. They don’t have any distractions or unnecessary elements that might divert attention from the main offer.

To create landing pages for your services, you need to follow these steps:

• Choose one primary keyword per landing page. For example, if you offer wealth management services, you can create a landing page that targets the keyword “wealth management services”.
• Write a catchy headline that includes your primary keyword and communicates your unique value proposition. For example, “Wealth Management Services: How We Help You Grow and Protect Your Wealth”.
• Write an engaging introduction that hooks the reader’s attention and explains what your service is and why they need it. For example, “Wealth management is more than just investing. It’s about creating a comprehensive plan that covers all aspects of your financial life, from taxes and estate planning to retirement and philanthropy. Whether you’re an individual, a family, or a business owner, we can help you achieve your financial goals and secure your legacy.”
• Write clear and concise subheadings that outline the benefits and features of your service. Use bullet points or numbered lists to make them easy to scan. For example:
  • Personalized wealth strategy: We create a customized plan that aligns with your values, vision, and objectives.
  • Holistic approach: We consider all aspects of your financial situation, including income, expenses, assets, liabilities, taxes, insurance, estate planning, etc.
  • Expert advice: We have a team of certified financial advisors who have years of experience and knowledge in wealth management.
  • Ongoing support: We monitor your progress and adjust your plan as needed. We also provide regular reports and reviews to keep you informed and confident.
• Include a strong call-to-action (CTA) that tells the reader what to do next. Use action verbs and create urgency or scarcity. For example:
  • Schedule a free consultation today
  • Claim your free wealth assessment now
  • Limited spots available – book yours before they’re gone
• Add social proof elements that demonstrate your credibility and authority. These can be testimonials from satisfied clients, awards or certifications from reputable organizations, logos of trusted partners or media outlets, etc.
• Optimize your landing page for SEO by including your primary keyword and related keywords in strategic places such as the title tag, the meta description, the URL, the headings, and the body text. You should also use synonyms and related terms to avoid keyword stuffing and make your content more natural and relevant.

• Add relevant images, videos, or other media to enhance your landing page and make it more engaging and appealing. Make sure to optimize your media files for SEO by using descriptive file names, alt text, captions, and titles.
• Add internal links to other pages on your website that are relevant to your landing page topic. This can help you boost your site’s authority and relevance, as well as improve user experience and navigation.

How to write quality content that ranks

Content is the heart of your landing page. It’s what informs, educates, entertains, and persuades your visitors to take action. Without quality content, your landing page will fail to achieve its goal.

To write quality content that ranks, you need to follow these steps:

• Understand your audience and their intent. Before you start writing, you need to know who you’re writing for and what they want to achieve or learn from your landing page. You can use tools like Hotjar to collect user feedback and behavior data on your landing page, such as heatmaps, surveys, polls, and session recordings. This can help you understand what your visitors are looking for, what questions they have, what pain points they face, and what motivates them to convert.
• Write for humans first, then for search engines. While SEO is important for ranking your landing page, it should not compromise the quality and readability of your content. Your content should be clear, concise, and compelling for your human audience first and foremost. You should use a friendly and conversational tone that matches your brand voice and resonates with your audience. You should also use storytelling techniques to capture attention and emotion.
• Follow the AIDA formula. AIDA stands for Attention, Interest, Desire, and Action. It’s a classic copywriting formula that helps you structure your content in a way that guides your visitors through the conversion funnel. Here’s how it works:
  • Attention: You need to grab your visitor’s attention with a catchy headline that includes your primary keyword and communicates your unique value proposition. You also need to hook them with an engaging introduction that explains what your landing page is about and why they should care.
  • Interest: You need to spark your visitor’s interest with relevant and useful information that answers their questions and solves their problems. You also need to showcase the benefits and features of your service or offer and how it can help them achieve their goals.
  • Desire: You need to create desire for your service or offer by using emotional triggers such as social proof, scarcity, urgency, or testimonials. You also need to overcome any objections or doubts that might prevent them from converting by addressing common FAQs or providing guarantees or warranties.
  • Action: You need to prompt your visitor to take action by using a clear and compelling call-to-action (CTA) that tells them what to do next. You also need to make it easy for them to convert by using a simple and user-friendly form or button.

How to optimize each page for SEO

Optimizing each page for SEO means making sure that your landing page follows the best practices and guidelines of Google and other search engines. This can help you improve your ranking potential and visibility on the search results.

To optimize each page for SEO, you need to follow these steps:

• Use descriptive and keyword-rich title tags. Title tags are HTML elements that specify the title of a web page. They appear as the clickable headline on the search results. They are one of the most important factors for SEO because they tell search engines and users what your landing page is about. Your title tag should include your primary keyword and your unique value proposition, as well as your brand name if possible. Your title tag should also be concise and catchy, ideally between 50 and 60 characters long. For example: