local seo for advisers
Practical, step-by-step actions advisers can take to rank higher in local search and win more clients
This guide covers the exact website optimisations, Google Business Profile tactics, review strategies, and local content ideas advisers need to convert searchers into appointments — with measurable KPIs you can track from day one.
Increase local reach with targeted pages
Primary driver of local leads
Most local clients check 5+ reviews
Optimise for on-the-go searchers
Why Local SEO Matters for Advisers
Advisers — including financial advisers, mortgage brokers and business consultants — rely on trust and locality. Most clients search using phrases like "financial adviser near me" or "mortgage broker [suburb]". Local SEO ensures you appear in the Google Map Pack and top organic results for those searches, turning local intent into booked consultations.
Immediate benefits
- Higher visibility in local map results
- More phone calls and appointment bookings
- Better conversion from local intent traffic
This guide focuses on site-based optimisations and marketing strategies you can implement without being a developer. If you prefer hands-off setup, Congero builds and optimises adviser websites with local SEO built-in — live quickly and managed for a flat monthly fee.
Google Business Profile: Your Primary Local Asset
Optimising your Google Business Profile (formerly Google My Business) is the fastest way to appear in local searches. Follow these steps precisely.
Immediate setup checklist
- Claim and verify your profile — verification is required for full features.
- Business name: Use your trading name exactly as clients know it (avoid keyword stuffing).
- Primary category: Choose the most relevant category (e.g., Financial Planner, Mortgage Broker).
- Service areas: Add suburbs you serve (not necessary if you see clients only at an office).
- Hours & contact: Add accurate hours, phone number, and website URL.
- Photos: Add 10+ high-quality photos — office, team, certificates, and friendly staff shots.
Ongoing optimisation
- Posts: Publish weekly posts for offers, seminars, or articles — they appear in search.
- Q&A: Manage and answer questions publicly (adds fresh content).
- Attributes & services: Define services and booking links (add appointment URL).
- Messaging: Enable messaging if you can respond quickly.
- Bookings: Use a booking URL to reduce friction and increase conversions.
Pro tip: Get local visibility fast
After optimising your profile, ask 5-10 recent happy clients to leave a review mentioning the suburb or service — e.g., "Great financial advice in Marrickville". Local mentions help your Map Pack ranking.
On-page Website Optimisations for Local Ranking
Your website must send clear local signals to search engines. The following checklist focuses on pages, metadata, schema, and conversion elements.
Title tags & meta descriptions
- Include service + location: e.g., "Financial Adviser Sydney CBD | [Business Name]".
- Keep title ≤ 60 characters and meta description ≤ 155 characters.
- Use a unique meta description for each service page.
NAP consistency
- Display Name, Address, Phone (NAP) identically across your site and directories.
- Use schema LocalBusiness (example below) and include a Google Map embed on Contact page.
Service & location landing pages
- Create dedicated pages for core services (e.g., Retirement Planning, Mortgage Refinancing) and pair each with 3–6 local landing pages for suburbs you serve.
- Use local case studies and testimonials on these pages.
Structured data & schema
Add LocalBusiness and Service schema so search engines understand your offering. Example snippet:
Conversion-focused contact elements
- Visible phone number in header (click-to-call for mobile).
- Prominent booking button on every page (use the same CTA copy for clarity).
- Short contact form (name, phone, enquiry) and clear privacy statement.
- Trust signals: professional memberships, licence numbers, and client logos.
Local Content Strategy: What to Publish and Where
Content is how you win relevance for location-based queries. Below are content formats and topic ideas that drive local traffic and trust.
Local service pages
Dedicated pages for each suburb + service (eg. "Mortgage broker Mosman").
Blog posts
Local market updates, case studies, step-by-step guides, seminar recaps.
Local resources
Checklists, calculators, and downloadable local guides (e.g., "First-home buyers in Geelong").
Content plan (first 90 days)
- Week 1: Publish or update 3 core service pages with local keywords.
- Weeks 2–4: Create 4 local landing pages targeting high-value suburbs.
- Month 2: Publish 2 long-form blog posts answering common local questions.
- Month 3: Run a short local PR campaign (guest posts, community partnerships).
Keyword approach
Target two types of keywords per page: primary local intent (e.g., "financial adviser penrith") and supporting long-tail queries ("how to choose a financial adviser in Penrith"). Use headings, H2s and meta fields to include them naturally.
Reviews & Reputation Management
Reviews are arguably the single most important trust signal for advisers. Here’s a practical review strategy that’s compliant and effective.
Review strategy
- Ask for reviews systematically: After a positive meeting, ask clients to leave a review and send a direct link to your Google Business Profile.
- Use templates: Short, compliant templates increase response rates (avoid incentivising reviews).
- Respond to every review: Thank positive reviewers and address negative feedback professionally and offline where possible.
- Feature reviews on your site: Add a reviews page and embed Google reviews where allowed.
Compliance note for financial advisers
Check your local regulatory rules on testimonials and advertising. Use anonymised case studies when required, and include required disclaimers.
Citations, Directories & Local Links
Consistency across directories (citations) and local links from community sites build authority. Focus on quality over quantity.
Top citation sources
- Yellow Pages / TrueLocal
- Local Chamber of Commerce
- Industry directories (Financial Planning Association, Mortgage & Finance Association)
- Local council business directories
Local link tactics
- Sponsor a local event and request a link from the event page.
- Write local finance articles for community newsletters.
- Partner with local accountants or lawyers and exchange resource links (quality first).
Audit & fix inconsistent citations
- Run a citation audit (tools: BrightLocal, Moz Local, or manual checks).
- Correct mismatches in NAP formatting and phone formats.
- Remove duplicate listings where possible.
Technical SEO & Page Speed
Technical issues can stop your local pages from ranking. Fix these first.
Mobile performance
Prioritise mobile speed. Use responsive images and a fast hosting provider (Congero includes fast hosting and optimisation).
Core Web Vitals
Target LCP <2.5s, FID <100ms, CLS <0.1. Test with PageSpeed Insights and monitor monthly.
Redirects & canonical
Use 301 redirects for old URLs and canonical tags for similar local pages to avoid duplicate content.
Practical fixes you can do today
- Compress images (WebP), remove unused CSS, and enable server-side caching.
- Implement lazy-loading for non-critical images.
- Use a single fast phone number element (avoid images with phone numbers).
Measure Results: KPIs & Reporting
Set clear KPIs and track regularly. Local SEO improvements are measurable — measure what matters.
Reporting cadence
- Weekly: New reviews and appointments.
- Monthly: Search positions, organic traffic by landing page, top-converting keywords.
- Quarterly: Conversion rate optimisation A/B tests and content gaps.
Local SEO Checklist for Advisers (Actionable)
Complete these items in the order shown for fastest impact. Estimated time: 2–6 weeks depending on resources.
- Claim & verify Google Business Profile — add categories, services, photos, and 3–5 posts. (Time: 1–3 days)
- Audit NAP consistency across your website, directories, and social accounts. Fix mismatches. (Time: 1–3 days)
- Create 3–6 local landing pages for high-value suburbs with unique content and local testimonials. (Time: 1–2 weeks)
- Add LocalBusiness schema site-wide and Service schema on service pages. (Time: 1 day)
- Implement review system — templates, auto reminders, response process. Aim for 5–10 reviews in 60 days. (Time: ongoing)
- Improve page speed — compress images, enable caching, check Core Web Vitals. (Time: 1–3 days)
- Build local links — sponsor, guest-post, partner with local businesses. (Time: ongoing)
- Track KPIs — set up Google Analytics, Search Console, and a monthly dashboard for Map Pack positions and conversions. (Time: 1 day)
Quick wins in 7 days
- Verify Google Business Profile and publish 2 posts.
- Fix any obvious NAP inconsistencies and update contact details site-wide.
- Compress and replace largest images to improve speed.
Frequently Asked Questions
How long until I see local SEO results?
Can I use reviews from clients if I'm regulated?
Is paid ads worth it for local leads?
Do I need a blog for local SEO?
Ready to Improve Your Local Visibility?
If you want a hands-off option, Congero builds mobile-first adviser websites with local SEO baked-in: Google Business setup, local landing pages, schema, hosting, and unlimited updates — all for a flat monthly fee so you can focus on clients.
No lock-in contracts. Free demo — get a live website in 60 seconds via WhatsApp.
