Most financial advisors know what SEO is, but in case you forgot, it’s the practice of trying to maximize how often a site comes up at the top of search engine results. When a business is higher up in the rankings, the more likely they are to get more site traffic. Financial advisors are able to make great use of SEO as their field of business is a niche for people specifically trying to better their finances.
There are four basic types of SEO which include on-page SEO, off-page SEO, national/international SEO, and our main focus local SEO.
What is Local SEO?
Local SEO is a strategy that helps businesses be more visible in local search results on Google. Local SEO focuses on the area around a business such as a city, metropolitan area, or set of ZIP codes. SEO is a powerful marketing tool that can potentially generate “organic” leads through internet searches.
Why Should Advisors Focus on Local Financial Advisor SEO?
Local SEO helps businesses stand out while also driving more traffic to both websites and storefronts with the help of online leads. These leads tend to be from people searching for specific products or services your business offers, making them significantly more likely to be successful in conversion. This is important to financial advisors because local SEO can be the deciding factor in whether a potential customer will come to your business or one that is down the block. It’s all about grabbing their attention and giving them a reason to choose you over the competition whether it be from Google reviews or ease of contact.
Below, you can see the effect that local SEO has on businesses. You can easily see how optimizing financial advisor SEO can help in local searches and boost findability.
This article will focus on why advisors should focus on local SEO and a few methods to optimize their site for it.
5 Ways to Optimize Your Financial Advisor SEO
1. Boosts Business with Google My Business
Google My Business is the fastest way for local businesses to get themselves on Google to start connecting with customers. It also works as a pseudo financial advisor marketing technique that dives into search engine optimization. Here you can list contact information, directions, business hours, links to your site, and more. Think of it like a mini “About Me” snippet for any financial planner’s business. The best part is that you don’t need a physical location to use Google My Business. But to add even more it’s 100% free and signing up is as simple as inputting your information.
Another great feature of Google My Business is that it allows clients to leave reviews for your advisory which can help increase customer conversion. Research by FindStack shows that around 95% of consumers read reviews before buying anything. Not only that, but 72% of customers say they use Google reviews to discover new businesses. Be sure to share your Google My Business on social media and invite current clients to leave a review. This is sure to attract new clients as they read how satisfied your current customer base is and take the plunge with trying out a new business.
2. Keep Information Consistent Everywhere
The internet is vast and sometimes almost seemingly infinite. Everyone uses different platforms for certain means of searching for their goal. Just for reviews, there are Google reviews, Yelp, Trip Advisor, and more. That means that having your business information be consistent everywhere is extremely important. Just one wrong digit on a phone number or an incorrect website link can make it hard for local potential clients to find or contact you.
As you can see below, Peabody Wealth Advisors ensures all their information is correct especially when it comes to contact information. If a client can’t communicate with you, then that hurts both your business and credibility.
Google can be a fickle search engine, and if it can’t determine that your business information is correct, there’s a possibility that it may not show up in the search results. When it comes to Local SEO, it’s important that locals are able to easily find you and your business. Take a page from Santa Clause and double-check all your listings with review sites, local business guides, and anything else that might be hosting information about your company.
3. Create Content Specifically for Locals
The advancement of Google has led to an evolution of content creation for local SEO. Creators aren’t just writing for a search engine anymore, but for the users of that search engine. Creating content for most SEO involves the use of keywords that will garner the highest search engine ranking result. But local SEO is a little different. Writing about general topics within that keyword doesn’t work as well when it comes to selling to locals.
The best way to boost local SEO is to promote the local news or industry. Are there any events going on around the city that might be a good idea to promote on a blog? Do just that, promote local events, gatherings, and things that go beyond the scope of your business on social media. For example, if you’re a local financial advisor trying to attract new business, create a resource that highlights local businesses that use your service.
Remember, when creating content for local SEO, immediately selling a product or service shouldn’t be the one thing that sticks out to a client. It’s about creating an impact that is meant to convert prospects into long-term clients through trust.
4. Make Your Site Friendly
It’s great to keep your site lighthearted and engaging, but in this case, we mean mobile-friendly. Mobile phone usage has surged and in 2022 make up 57% of all web traffic. Even more important, 66% of all Google searches are done on mobile. So it’s pretty safe to say that mobile-friendly sites are important. This means keeping your site responsive for mobile users while providing them the same interaction as desktop users. Mobile users should be able to easily navigate web pages, make use of all available tools, and have a snappy and reactive site experience.
Having a website allows financial advisors to get their name out, and can be used to engage with their clients. But websites are also a great way to improve search engine optimization and rank higher in Google search results.
For example, Rx Wealth Advisors has a snappy mobile site that loads fast and allows users to access everything they need from the comfort of their mobile phones.
The most common ways people use mobile sites are to quickly look up reviews, find directions, and search for contact information. If you’re stumped on mobile design and need some inspiration for great mobile-friendly website designs, feel free to check out this blog on the 10 Best Examples of Mobile Website Design.
5. Engage with Your Local Community
Community engagement is a wonderful way to establish a business in any community. It’s a great idea to participate in community events. Your standing in a community goes a long way and can lead you to the stairs of success. Join an organization for something that you’re passionate about and start making those important connections. Just remember, you’re not there to sell anything, but to be a part of the community.
Locals will see your authenticity and will be more likely to come on as a client or recommend you to others. Generating word-of-mouth about your local financial advisory is sure to boost your SEO.
How FMG Helps Optimize for Financial Advisor SEO
FMG knows SEO is a critical component of any marketing strategy, especially for financial advisors. That’s why we offer our SEO Foundations service which has our experts perform a thorough website audit and make personalized recommendations to boost your online visibility. In addition, the SEO service includes an SSL Certificate, Keyword Research, Content Audit, On-Site Optimization, and more. To learn more about how FMG can take your SEO to the next level, visit our website.
