local seo for financial planners
Practical local SEO strategies to get more qualified local enquiries — step‑by‑step and ready to implement in 2025.
Financial planning is local by nature. The clients you want are searching for planners "near me" — this guide shows you how to appear in those searches with clear, actionable steps you can do this week.
Why local SEO matters for financial planners
Most financial planning enquiries start with a local search — people look for advisors who are nearby and trusted. Local SEO increases visibility in Google Maps and organic search for queries like "financial planner near me" and "retirement planner [city]".
Business outcomes you can expect
- More qualified local enquiries — clients who can actually meet with you.
- Higher conversion from calls and contact submissions.
- Stronger local brand presence and referral funnel.
10‑Step Local SEO Roadmap (practical)
Follow these steps in order — each step includes quick wins you can complete in a day and ongoing tasks for long‑term growth.
1. Claim & verify your Google Business Profile (GBP)
Claim every listing for your practice location(s). Verification unlocks insights, posts and review responses — and drives Maps visibility.
2. NAP consistency & citation audit
Ensure Name, Address, Phone are identical across website, GBP, Yellow Pages, local directories.
3. Optimise GBP for services
Use GBP services list to add exact services (eg: Retirement Planning, SMSF Advice).
4. Build location-focused pages
Create a "Services in [Suburb]" page for each area you serve. Keep content unique and locally relevant.
5. Request & respond to reviews
Ask satisfied clients for reviews on Google. Respond quickly to all feedback — it improves rankings and trust.
6. Local content and FAQs
Publish articles answering local client questions: "Best retirement options in [City]" or "How to choose a financial planner in [Suburb]".
7. Use local schema markup
Add LocalBusiness or FinancialService schema with accurate address, openingHours and geo coordinates.
8. Build local links & partnerships
Get links from local organisations, accountants, business groups and community events. Sponsor a local seminar and ask for a link from the event page.
9. Ensure mobile speed & technical health
Fast mobile pages and SSL are essential. Use image compression, lazy loading and a reliable host.
10. Track, measure & iterate
Use Google Search Console, Analytics (GA4), and GBP insights. Monitor keywords, calls, and direction requests.
Google Business Profile: the single biggest win
GBP controls your appearance in Maps and the local 3-pack. Fully optimised profiles bring high-intent leads — people who call or request directions immediately.
GBP optimisation checklist
- Primary category: Financial advisor / Financial planner
- Secondary categories: Retirement planning, SMSF advisor, Investment advisor
- Accurate address & service area (list suburbs)
- Business hours, holiday hours, and appointment link
- High-quality photos (team, office, events) + 1 cover image
- Monthly posts with insights or local seminars
Review strategy: Ask clients to leave a short review mentioning the suburb and service — e.g. "Great retirement planning advice in Fremantle."
On‑page SEO & schema for financial planner pages
On‑page SEO tells search engines what your page is about. For local queries include the suburb, service and target audience in natural places.
Page title examples
- Main service page: Financial Planner in [Suburb] — Retirement & Investment Advice
- Local landing: Melbourne Financial Planner — SMSF & Retirement Planning
- Blog article: How to choose a financial planner in [City] — 7 questions to ask
Meta description formula
Include service, suburb, and CTA: 120–155 characters.
Headings & content
- H1: include primary keyphrase (only one H1 per page).
- H2s: use local modifiers — "Services in [Suburb]", "Client outcomes in [Region]".
- Use short paragraphs, bullet lists, and a clear CTA (call or book).
Schema snippets to add
LocalBusiness / FinancialService + FAQ and Service schema to improve SERP features.
Citations, directories & review management
Citations (directory listings) and reviews are ranking signals for local search. Regularly monitor and fix inconsistencies.
Citation checklist
- Google Business Profile
- ASIC business directory (if applicable), Yellow Pages, TrueLocal
- Local council or chamber of commerce listings
- Professional bodies (FPA, ASIC registered advisor pages)
Review request cadence
- Ask right after a positive meeting.
- Follow up with a short SMS after 3 days if no response.
- Respond publicly within 48 hours to every review.
Local content ideas & editorial calendar
Content that answers local questions builds trust and ranks locally. Aim for a mix of evergreen pages and monthly local updates.
Local blog article ideas
- "How retirement planning works for [Suburb] residents"
- "Cost of living changes in [City] and how to protect your savings"
- "Top questions to ask a financial planner in [Region]"
- "Local property market and SMSF considerations — [Year]"
Monthly post ideas
- Recap of a local seminar or webinar
- Client success story (with permission)
- Local market reports and what it means for clients
- Frequently asked compliance questions for your area
Content tip: Include a local FAQ with schema markup — it increases chances for featured snippets and voice search answers.
Technical SEO & mobile performance
- Ensure HTTPS and valid SSL
- Mobile-first design and large clickable CTAs for phone calls
- Compress images, use next-gen formats (WebP) and lazy loading
- Serve clear contact methods: click-to-call, booking link, address with map
- Fix crawl errors in Google Search Console and submit XML sitemap
Local link building & partnerships
High-quality local links signal authority. Focus on partnerships, sponsorships, and local PR rather than spammy directory links.
Outreach email template
Measuring success: KPIs and reports
Track the right metrics to know if your local SEO is working. Monthly reporting helps you iterate quickly.
Tools: Google Analytics (GA4), Google Search Console, Google Business Profile Insights, and a simple CRM to track lead source and conversion.
Common mistakes financial planners make (and how to avoid them)
- Ignoring GBP: Unverified or incomplete profiles lose visibility — verify and complete it now.
- Keyword stuffing: Avoid unnatural repetition. Write for people first, search engines second.
- Overlooking compliance: Financial services often have advertising rules — ensure all claims meet regulatory requirements.
- Not asking for reviews: Clients rarely leave reviews without a prompt — have a documented process.
- Poor mobile UX: If users can't call or book from their phone, you'll lose leads — fix CTAs and load speed.
Ready to improve local visibility?
If you want a hands-off approach, Congero builds SEO‑optimised, mobile-first websites for financial planners and manages local SEO — live sites in minutes, unlimited updates, domain & hosting included for $49/month.
No contracts. Text-in updates. Local SEO handled by experts — perfect for busy planners who prefer client meetings over website edits.
Frequently asked questions
How long until I see results from local SEO?
Are client reviews compliant with financial regulations?
Should I create a page for every suburb?
Can Congero help with local SEO setup?
Make local search work for your practice
Start with a verified Google Business Profile, add local pages, build reviews, and monitor calls. Or let Congero handle it — professional local SEO for financial planners with predictable pricing.
All sites include mobile-first design, local SEO setup, domain & hosting for $49/month — no lock-in contracts.
