SEO is known to be the make or break for most websites. If you have effective SEO, you can rank highly in search results and bring users to your advisor site. On the other hand, if you rank poorly, then your site might need a few visitors. For this reason, on page SEO is crucial to ensure that your site ranks well amongst your financial advisor competitors.

In this blog, we’ll go over what on page SEO is, what pages to include for SEO improvement, and how to use page-specific SEO tags.

What is On-Site SEO?

First, we need to solve the mystery of on-site SEO and its meaning. In layman’s terms, on-site SEO, also known as on-page SEO, is the practice of optimizing the elements on your webpage or site to rank higher and increase traffic through search engines. This can be everything from optimizing keywords to using title tags and meta descriptions.

As it stands, on-site SEO is the most significant driving factor when it comes to your advisor site ranking highly. This is because search engine algorithms base search results and rank on relevant keywords and content. That’s why it’s so important to ensure your pages are up-to-date and optimized.

Best Pages for On-Site SEO

When it comes to optimizing on-site SEO, certain pages are more suited for the task. These pages tend to be those with important pieces of information and content that visitors of the site would want to read. Three of them that immediately come to mind are an FAQ page, the pricing page, and of course, the blog. Now, we’ll go over what makes these pages the best for improving and optimizing SEO.

FAQ (Frequently Asked Questions) Page

First, let’s discuss the advantages of an FAQ page. FAQ pages are the jack of all trades when it comes to being useful to site visitors. FAQ can help:

  • Foster positive user experiences by serving as a point of reference for curious visitors
  • Provide built-in customer service that can answer basic questions site visitors may have
  • Boost SEO by offering insight on common industry questions and utilizing keywords and phrases

Optimizing your FAQ page is a wonderful way to not only boosts your SEO but assist potential clients with any common inquiries they may have. When creating an FAQ page, it’s important to make it well-designed and easy to read. For example, if a visitor is wondering what your advisory does, a basic answer on this topic should be found in your FAQ.

In addition, your FAQ page plays a big part in your site’s SEO. This means you should make sure that your FAQs incorporate relevant keywords and makes use of commonly asked questions. Do this right, and you’ll have your FAQ optimized for SEO in no time.

Pricing/Fee Page

Next up is the pricing page. Much like the FAQ page, this is a frequently visited website page that helps potential clients make decisions. Clients like to know what they’re getting into, so fee pages allow them to see if they can even afford you as a financial advisor. For this reason, it’s a great page to focus on and optimize your SEO.

Clients tend to want to know as much information as they can prior to scheduling any meetings or making any calls. That is because if they set a meeting and find out they can’t afford the services being offered, then it’s wasted time for both them and the advisor. That’s why focusing SEO on this page will help bring prospects to your site who match your targeted clientele. If they know they can afford you, they’re much more likely to schedule meetings, make calls, and come on as customers


Finally, there are blogs, one of the most commonly used methods of content on financial advisor sites. This is because they provide a place for advisors to create content that uses relevant keywords and phrases while also providing information to site visitors.

Blogs are amazing for SEO because titles, headers, subheaders, and paragraphs provide excellent spots for keyword use. Even better, blogs allow advisors to write content that organically fits in keywords and phrases. Best of all, it’s educational and informational content that site visitors can use to read and learn new things.

If you can teach someone something new, then you’re providing a great service and proving your expertise which is a great way to convince prospects to take a chance with you.

Page-Specific SEO Tags

Most sites provide creators with a way to edit page-specific SEO tags. This includes being able to adjust title tags and description tags, both of which help contribute to optimizing web pages. These are useful because they change how a website appears on the search results page.

This is how title tags and description tags appear on search results pages:

Using the FMG website engine, site admins are able to find SEO settings and an advanced setting at the bottom of every page. Here, you’ll be able to adjust or add a custom title tag or description tag.

Title Tags

Title tags are used for the heading at the top of the page and the page name that appears on a search engine results page. On the FMG engine, they’ve generated automatically, but we encourage you to use relevant keywords to further optimize the title,

Description Tags

Description tags are also automatically generated and display the first few sentences on a page but can be changed in the SEO settings to include keywords and phrases that someone might search for. For example, if a page was about financial planning, you could add a keyword phrase with “financial planning” in the description tag. You’ll want to ensure your keyword phrase shows up at the beginning of the description tag as naturally as possible, such as “Let us help you with your financial planning process…”

Above is exactly what you’ll see on the FMG site engine. Use the Title Tag and Description Tag area to optimize your SEO for whatever content you’re writing about. If you ever get stuck coming up with ideas, try reverse-searching keywords and phrases and see what’s working for other advisors.

For more useful tips, tricks, and articles, check out FMG’s knowledge base.

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