seo for financial advisers
Concrete SEO and online marketing steps financial advisers can implement today to attract local clients and build long-term trust online
This guide walks you—from keyword research and compliant content to local SEO, reviews, paid tactics and measurement—so you can turn your website into your top lead source. No tech jargon, only tasks you can act on this week.
Why SEO matters for financial advisers in 2025
People search for advisers the way they search for doctors or trades—locally, with specific needs (retirement planning, SMSF help, mortgage advice). A targeted SEO strategy puts your firm in front of those searchers at every stage: research, comparison and conversion. Organic traffic also tends to be more cost-effective and trust-building than ads alone.
Goals you should measure
- Qualified leads per month (calls, form submits, booked consults)
- Organic sessions for priority service pages
- Rankings for target local keywords
- Client acquisition cost (organic vs paid)
Keyword strategy: niches + location = faster wins
Broad keywords like "financial adviser" are competitive. Instead, build a tiered keyword roadmap that targets:
Tier 1 — Service + Location
High intent, local searchers
- financial adviser sydney
- retirement planner melbourne
- smsf adviser brisbane
Tier 2 — Niche Problems
People searching for solutions
- how to withdraw from super early retirement
- best strategy for downsizing and pension
- tax planning for small business owners
Tier 3 — Awareness & Education
Blog topics that build authority
- difference between financial planner and adviser
- what is an SMSF: pros and cons
- super consolidation tips for busy professionals
Actionable steps (this week)
- Use Keyword Planner, Ahrefs or Ubersuggest to pull 50 local/solution keyword ideas.
- Filter by intent: label keywords as "transactional", "informational", or "navigational". Prioritise transactional + local for service pages.
- Create a simple keyword map: assign 1–2 keywords per service page and 3–5 to each blog pillar post.
- Track 10 priority keywords in a rank-tracker weekly.
On‑page SEO checklist for adviser websites
On‑page optimisation is where most gains are earned quickly. Apply the checklist below across all service pages and key blog posts.
Title tags & meta descriptions
- Include primary keyword near the start of the title (max 60 characters).
- Write meta descriptions that explain the benefit and include a CTA (120–155 chars).
- Use unique titles/descriptions for each page.
Headings & content structure
- Use a single H1 (page title) containing the target phrase.
- Structure content with H2s and H3s for subtopics and FAQs.
- Write concise paragraphs and bullet lists for readability.
Images & accessibility
- Compress images (WebP where possible) and add descriptive alt text with keywords naturally.
- Use client photos and team headshots to build trust—label with structured data (see below).
Local signals & NAP
- Display your Name, Address, Phone (NAP) in footer and contact page with schema markup.
- Use the same phone format across the web. Include service areas on key pages.
Quick copy templates
Service page H1: [Primary service] in [Location] — [Benefit]
Meta description: Experienced [service] helping [client type] in [location]. Free consult. Call [phone].
Technical SEO essentials
Fixing technical issues prevents lost rankings—these tasks are high impact and often quick wins.
Speed & Core Web Vitals
- Target mobile LCP < 2.5s, CLS < 0.1, and FID/INP low. Use PageSpeed Insights and Lighthouse.
- Implement lazy-loading, serve scaled images, use a fast host (Congero includes optimized hosting).
Indexing & sitemaps
- Submit XML sitemap to Google Search Console and Bing Webmaster Tools.
- Check robots.txt to ensure pages aren't accidentally blocked.
Security & HTTPS
Always run your site on HTTPS. SSL is essential for trust and SEO.
Content & blog plan that attracts clients
Advisers convert by answering client questions, demonstrating process and showing outcomes. A consistent content plan builds trust—and ranks.
Pillar pages (90–120 min build)
- Service pillar (e.g. "Retirement Planning in [City]") — comprehensive, links to blog posts.
- Process page ("How we work" + steps, fees, timeframe).
- Client outcomes / case studies (anonymised where needed).
Blog cadence & topics
- 1 long-form post per month (1,200–1,800 words) targeting mid-funnel keywords.
- 2 short posts or Q&A pieces per month answering common client questions.
- Repurpose content into email newsletters and LinkedIn posts.
Content checklist for compliance
- Include any required disclaimers and adviser authorisation details (AFSL/ASIC where applicable).
- Avoid specific investment promises; use factual, documented outcomes.
- Keep an audit trail of content approvals and dates.
Local SEO & Google Business Profile
Most clients search locally. Strong local signals drive contact form fills and calls.
Optimize your Google Business Profile
- Claim and verify your listing. Use your legal business name.
- Choose primary category "Financial planner" or "Financial services" and relevant secondary categories.
- Upload high-quality photos (office, team, certificate images) and update services.
- Publish weekly posts: client tips, seminars, recent blog links.
- Respond to reviews promptly and professionally.
Citations & local directories
Ensure NAP consistency across Yellow Pages, local business directories and industry associations. Discrepancies hurt local rankings.
Reviews, backlinks & PR
Trust matters for financial advice. Reviews and authoritative links build both rankings and conversions.
Collecting reviews
- Ask satisfied clients to leave a Google review—give them a one-click link.
- Use follow-up emails after meetings with clear instruction and timeframe.
- Display aggregate rating and review snippets on the site (with schema).
Earning authoritative links
- Contribute commentary to local news and industry blogs.
- Publish unique research or client surveys and promote them for backlinks.
- Partner with accountants and mortgage brokers for mutual referral pages and links.
Paid ads & remarketing (supporting SEO)
Paid search and social can provide immediate visibility while SEO builds organic traffic. Use them wisely to amplify high-performing pages.
- Search ads: Bid on high‑intent, local keywords (e.g. "retirement planner near me"). Send traffic to focused landing pages with a clear consult booking CTA.
- Remarketing: Serve ads to visitors who read a service page but didn't book—offer a free guide or consultation.
- LinkedIn targeting: Use for high-value B2B or professional client segments.
- Measure CPA: Compare cost-per-acquisition of paid channels vs organic leads.
Analytics, conversion rate optimisation & reporting
Traffic that doesn't convert is wasted. Measure behaviour, then improve the path to booking a consult.
Essential tracking
- Install GA4 and set up conversion events (contact form submit, phone click, booking page visit).
- Enable Google Search Console for performance and indexing insights.
- Use call-tracking numbers for ad campaigns to attribute leads accurately.
CRO improvements to test
- Clear, visible phone number and "Book a free consult" CTA above the fold.
- Remove distractions on landing pages—one primary action per page.
- Add trust signals: licences, awards, testimonials and media mentions.
- Run A/B tests on headlines and CTA wording for 4-week windows.
Reporting cadence
Monthly report should include: organic sessions, priority keyword movement, leads (by channel), conversion rate and recommended next actions.
Compliance, risk & trust (must-dos)
Financial services are regulated. SEO and marketing must respect disclosure, licensing and record-keeping requirements.
- Include licence info: display adviser name, company and relevant licence or ASIC AFSL details where required.
- Avoid guaranteed promises: never state guaranteed returns or imply specific outcomes.
- Keep content approvals: store dates and approver names for marketing material.
- Privacy: have a clear privacy policy describing data collection and marketing consent.
7‑step actionable plan to improve SEO this quarter
- Map 12 priority keywords (3 service + 3 local + 6 blog topics). Assign each to a page.
- Fix technical issues: HTTPS, sitemap, robots, and speed improvements (aim mobile LCP < 2.5s).
- Optimize 3 core pages (home, main service, contact): title tags, H1, meta, CTA, schema and internal links.
- Publish 1 pillar post and 2 related blog posts in the next 30 days. Link them to service pages.
- Claim & optimise Google Business Profile, add photos, list services and publish weekly posts.
- Collect 10 recent Google reviews and show ratings on site with schema.
- Set up GA4 & conversion events and create a monthly SEO report template.
Start-of-week checklist (one hour)
- Open Search Console: review new errors
- Check keyword rank changes for top 10 terms
- Confirm booking forms and phone links work
Frequently asked questions
How long before SEO drives leads?
Do advisers need a blog?
Can I combine paid and organic strategies?
How do I keep compliant while doing SEO?
Turn your site into your best adviser‑generator
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