SEO: What Financial Advisors Should Know for Their Online Marketing Strategy

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For financial advisors, SEO is the process of ranking on the illustrious first page of Google for search phrases that drive potential clients to their website.

While many financial advisors find SEO to be a profitable client acquisition channel for their firms, many others have realized little benefit from it.

One reason for this is that very often SEO campaigns are aimed at the wrong audience.

Generally speaking, national SEO focuses on brands and products, while local SEO focuses on local services.

Knowing which type of campaign will yield the best outcomes for your firm comes down to:

  • Understanding the search engine algorithms
  • Understanding your target clients’ searching intent
  • Developing the right strategy the aligns with their search intent

    • What is Local SEO?

    Local SEO is an effective way to market your firm online. The strategy focuses on providing results that are relevant to a searcher based on their current location.

    Local SEO uses a variety of strategies — including optimizing your Google MyBusiness listing, adding local relevant content to your website, online reviews, among others.

    Why is Local SEO Important?

  • Nearly 50% of Google searches have local intent
  • There is less competition compared to the national market
  • Easier to rank, and therefore reach a positive (or negative) feedback loop
  • The balance between desktop searches & mobile searches is leaning more heavily towards mobile searches. Most of mobile searches are focused locally

    • What is National SEO

    National SEO is a long-term investment that can separate your firm from the competitors. It is designed to optimize the presence of your business in the organic (free) search results. National SEO is appropriate if your firm has several offices across the US or serves clients remotely.

    Local SEO overlaps with national SEO but they require different optimization activities.

    Although similar to local SEO in some ways, National SEO has a wider scope and focuses primarily on ranking for broad keyword terms rather than ranking for specific geographical terms.

    Ranking for these national, broad keyword terms is typically more difficult than ranking well for local terms.

    National SEO vs. Local SEO ... with which will your advisory find better results?

    According to Google, 56% of mobile searches have local intent , so when prospects search online for financial-related services, your firm’s website should be front and center.

    By optimizing your site for local discovery, you and your team can build an influential brand locally and leverage content that resonates with your neighbors and community.

    Key Takeaways

  • National and local SEO activities overlap, but with national SEO, more optimization activities are required to succeed.
  • Within financial services, it's important to focus on marketing channels that capitalize on the local, human relationship between an adviser and client.
  • Even if you serve clients remotely, local SEO is great low hanging fruit on your path to a successful SEO strategy.