best seo for financial services
Actionable SEO and online marketing steps tailored for financial advisors, planners, mortgage brokers, accountants and other regulated finance businesses.
This guide gives you a clear, compliant-friendly SEO playbook: keyword strategy, technical fixes, content plans, link-building tactics, paid acquisition tips and KPIs so your firm attracts more qualified leads online.
SEO fundamentals for financial services
Financial services have specific needs: trust, regulatory compliance, and high-intent customers. Focus on search intent, trust signals, and conversion-focused content to win organic traffic that converts to enquiries.
Start with the right keywords
Do not target overly generic finance terms. Use a mix of:
- Service + intent (e.g., "mortgage broker refinance calculator", "superannuation consolidation advice")
- Problem-focused queries (e.g., "how to reduce investment fees")
- Product + benefit (e.g., "SMSF setup fee comparison")
Title & meta templates
Use templates to stay consistent and compliant.
Trust & compliance on-page
Add visible trust signals without legal claims.
- Clear disclosures and disclaimers where required
- License numbers, professional memberships
- Real team bios with photos (trust)
Technical SEO checklist (do these first)
Technical issues block results. Audit and fix these high-impact items.
Performance & Core Web Vitals
- Reduce largest contentful paint (LCP): compress images, use modern formats (WebP/AVIF), lazy-load offscreen images.
- Minimise render-blocking JS/CSS; use critical CSS and defer non-critical scripts.
- Target 90+ on PageSpeed Insights mobile and TTFB under 600ms.
Indexing & crawlability
- Ensure pages return 200 status and noindex only pages you intentionally exclude.
- Submit XML sitemap and confirm in Search Console; keep sitemap under 50k entries or use index-sitemaps.
- Use robots.txt responsibly; allow Googlebot and block low-value paths (e.g., /private/).
Mobile-first & accessibility
- Design mobile-first; buttons must be fingertip size and forms easy on phones.
- Use semantic HTML, descriptive alt attributes, and accessible labels for forms.
Security & HTTPS
- Always serve via HTTPS with HSTS.
- Keep server software and plugins updated; use WAF if available.
- Implement regular backups and monitor uptime.
Content strategy: authoritative, compliant, and conversion-focused
Content is the backbone of SEO. For financial services, the twin priorities are authority and compliance. Use content to answer high-intent questions and guide users toward a trusted contact or consultation.
Page types to prioritise
- Service pages — Short, benefits-first content + FAQ + CTA for each core service.
- Resource hub / Guides — In-depth explainers (2,000+ words) that solve common client problems.
- Calculators & tools — Simple mortgage/retirement calculators increase dwell time and links.
- Case studies & client stories — Anonymised outcomes showing process and results (comply with privacy rules).
Content calendar (sample 3-month)
- Service page refresh for top offering
- Publish 1 long-form guide answering a high-volume query
- Build a calculator and landing page
- Promote guide via newsletter & LinkedIn
- Create 3 FAQ-rich pages for services
- Outreach to industry blogs for guest post
- Monthly analytics review and content improvements
Content best-practices
- Answer user intent within the first 100–150 words.
- Use structured headings (H1, H2, H3) and include keywords naturally.
- Include an FAQ (schema-marked) on service pages to capture search SERP real estate.
- Avoid making unverified performance claims; use client outcomes with consent and anonymisation.
Local SEO & Google Business Profile (GBP)
Even non-retail financial services benefit from local signals. Google trusts consistent NAP (name, address, phone) data and active profiles.
GBP checklist
- Complete every field: services, business description, categories (primary + secondary), hours.
- Use consistent NAP across site, citations and social profiles.
- Collect and respond to reviews quickly — thank clients and answer concerns professionally.
- Post regular updates (guides, events) to GBP to improve visibility.
Citations & directories
- Claim profiles on relevant directories (industry bodies, accountancy directories, financial planning associations).
- Use a citation tool to find inconsistent listings and fix them.
- Prioritise high-authority directories with firm verification.
Link building & partnerships that work for finance
High-quality, relevant backlinks remain a top ranking signal. Focus on authoritative, topical links and relationships.
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Professional associations
List your firm and advisor profiles on association websites. These links are highly relevant and trusted.
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Guest content on finance publications
Pitch data-driven, non-promotional articles (e.g., "2025 retirement fee trends") and include natural links to your research hub.
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Local partnerships
Sponsor or co-host webinars with accountants, real estate brokers or mortgage brokers and earn links from event pages.
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Data & original research
A short annual report or survey gets press and backlinks. Even small proprietary data can earn citations.
Outreach template (short)
I run [Firm]. We published a short study on [topic] that I think your readers would find useful. Could I share a guest post or a summary for [Site]? Thanks — [Your name]
Paid search, remarketing and hybrid strategies
Organic SEO takes time. Paid channels can fill the gap and test messaging that later informs organic pages.
Search ads (Google)
- Target high-intent keywords (e.g., "retirement planner fees", "mortgage broker appointment").
- Use sitelink extensions to point to calculators, team pages, and FAQs.
- Run experiments with ad copy to learn which claims convert (never make unverifiable guarantees).
Remarketing & nurturing
- Use remarketing lists to serve educational content to users who visited guides but didn’t convert.
- Set up conversion-focused landing pages for paid traffic with a clear CTA to book a consult.
- Use email nurturing sequences to warm leads from initial contact to consultation (track progression).
KPIs & analytics: what to measure
Track metrics that show business impact, not just vanity metrics.
Traffic & engagement
- Organic sessions for target keywords
- Bounce rate and pages per session on service pages
- Average time on page for guides and calculators
Lead & conversion metrics
- Form fills / phone calls attributed to organic traffic
- Qualified leads (booked consults) per month
- Cost per lead (when using paid channels)
Set a 90-day test plan
Pick 3 priority pages or keywords. Make specified on-page improvements, track baseline metrics, and measure lift after 90 days. Use that evidence to plan the next quarter.
How to start — 7-step quick checklist
- Conduct a 30-minute site audit: crawl errors, indexability, PageSpeed baseline.
- Identify 3 high-intent keywords per core service (transactional + long-tail).
- Update service page title tags, meta descriptions and H1s (use the templates above).
- Publish one long-form guide that targets a high-volume informational query.
- Add FAQ schema to service pages and submit sitemap to Search Console.
- Request 5-10 relevant links: associations, partners, and guest posts.
- Set analytics goals and track conversions; review results at 30/60/90 days.
Ready to take action?
Start with one service page and one guide — quick wins build momentum. If you'd like help implementing these steps, explore proven solutions that bundle SEO, content, and updates into a single predictable plan.
See How It WorksFrequently asked questions
How long until I see organic results?
Can I claim performance numbers in ads or pages?
What schema should I implement?
Turn searchers into clients
Use this guide as your roadmap: fix technical blockers, publish authoritative content, build relevant links, and measure business outcomes. Consistency and compliance win in financial services.
See How It WorksStart with a 90-day plan: pick three priority pages and measure conversion improvements.
