Market in Motion Blog


What Really Matters for SEO for Financial Advisors?

Content, SEO & Google Analytics 0 Comments

SearchSEO is a tricky topic for financial advisors (and marketers in general) largely because there is a lot of misinformation. Ask 10 different SEO experts and you’ll get 10 different opinions on what works and what doesn’t.

One reason is that Google’s algorithm is constantly changing so what worked last year may not work anymore. Second, SEO is like a math equation; there are several different ways you can reach the same result.

While SEO best practices will continue to evolve and change, here’s what we know does work for financial advisors.


A recent study in Entrepreneur magazine found that backlinks are still the most important ranking signal used by Google. The key here is to have backlinks from different domains — not just your own site.

Success Tip: With each blog post or content page you create, add a link to one of your other blogs or website pages. This will help you build internal backlinks. The best way to build your external backlinks is by contributing content to other websites, such as guest blogging on another website and linking to your site on social media.

A Lower Bounce Rate

Your bounce rate refers to people who almost immediately click off your website after arriving. A high number of bounces tells Google that people don’t find your website useful or relevant. A low bounce rate means people are spending time on your website reading your content.

Success Tip: There are a few ways you can reduce your bounce rate:

  1. Make sure you feature content above the fold (or the top part of your website that people see without needing to scroll down).
  2. Don’t use clickbait in your email or social media campaigns. If your title or call to action doesn’t match the content you link to, your visitors will quickly leave your site.
  3. Break up your content into smaller sections. No one likes to read long paragraphs. As a rule of thumb, keep your paragraphs no longer than four or five sentences.
  4. Add visuals, such as photos and videos. These proven methods for keeping people on your website longer.

Long-Form Content

It shouldn’t come as any surprise that long-form content ranks better than short pieces of content. For one, it keeps people on your site longer (which helps you reduce your bounce rate). Secondly, more people are likely to link to it to share (improving your backlinks).

Success Tip: While you want to keep your web pages short and sweet, your blog is where you can let long-form content shine. Aim to write blog posts that are around 800 words or higher. To drive traffic to those posts, share snippets or quotes from the article on social media and via email.

While SEO will likely remain an ever-changing and complex marketing strategy, a few methods such as these three stand the test of time. Give some of them a try and compare your before and after results to capture your ROI. And remember, if you ever need help with content, our friendly copywriters can help!

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite