Why Financial Services and Advisors Should Invest in SEO

By Lenny Ford


Category: Financial Advisors SEO

We live in a digital world, and it’s not a surprise every business needs a website. Your website is where people come before visiting your office, and it’s mostly the first experience they have with your company. But people visit your website only if they know the web address, know the name of your company, see an online ad or your website appears in search results. Appearing in relevant search queries on Google is crucial for your business as 93% of online experiences begin with a search engine.

SEO Increases Traffic By Improving the Visibility of a Website

Although one might think Google is smart enough to find a website when someone needs it, it will be tough even for the smartest search engine to understand the content of your website if you don’t optimize it. Creating a website and leaving it up to Google to find it is the biggest mistake any website owner can make unless they design it only for those who visit the office. But who needs to see your website after they visit you in person? You need people on your site before coming to your door because, most of the time, that’s how they learn about your services.

SEO is essential for your financial services as it increases the traffic by improving the visibility of your site in search engines. With a successful SEO strategy, you’ll appear in relevant search queries, and more people will start coming to your site, which is crucial for your business. Almost 70% of searchers will not go past the first five results in a search query, and if you don’t appear at the top of the results, fewer people will land on your site and fewer potential clients will get to know your company. If you don’t optimize your website, you will lose potential clients.

SEO Helps You Appear in Desired Search Queries

We say “desired” search queries, but how does one decide what search queries are ‘desired’ and which ones are not? An SEO strategy includes keyword research that will allow you to see which words and phrases related to your services bring the most traffic (volume) and how difficult it is to rank for each of these (competition). If you don’t research keywords, it will be nearly impossible to find out the way your clients look for the services you offer, and it will be challenging to increase traffic to your site.

SEO Improves Your Website Quality

Your website quality is crucial for your visitors to stay on the page and interact with your site. Google is looking at the quality of the site because users will go back to the search engine without interacting with a page if the site isn’t easy to use. Besides, you must gain your clients’ trust as they will share sensitive information with you such as bank account information, a credit card number, etc. People will not trust a website that looks suspicious, takes plenty of time to load, isn’t mobile-friendly, or has issues loading on a specific device.

SEO isn’t a single step you take to appear in search results. Instead, it’s a complicated process and involves numerous steps of improving your website quality, which includes improving page speed, making it mobile-friendly, having a design for all devices, and improving overall user experience.

If you work in financial services, you are part of a highly competitive industry. Not only do you need to get new customers, but you also need to keep the existing ones happy. If visitors are frustrated by the quality of your site, then hundreds and even thousands of other companies offer the same services as you do. The websites of your competitors are where your potential customers will go when something goes wrong with your site.

High-Quality Content Will Help You Reach More Potential Clients and Gain the Trust of Existing Ones

As a part of a successful SEO strategy, you will write content that will help your clients solve their problems or find answers to questions related to financial services.

According to one study, a third of those surveyed don’t trust their banks. But, half of the group in the study confirmed that they would trust banks more if they had helpful content. A blog will help you gain customers’ trust, and it’s extremely important, especially for financial advisors, as they will be in charge of managing their clients’ money for considerable fees. As a financial advisor, you become part of your clients’ lives and help them achieve their financial goals. There will be no clients if there is no trust, as nobody will pay for a worrisome experience that is supposed to reduce their concerns regarding their finances. High-quality content will increase the chances of having more clients, as you’ll demonstrate your knowledge in the field, establish yourself as an expert, and people will feel confident about doing business with you. 57% of marketers say they’ve gained customers through blogging. It’s a beautiful place where you can establish relationships with prospective clients and demonstrate your knowledge. You can also share case studies on your blog, so potential clients see how others are using your services.

Blog articles increase traffic to a site by appearing in more search results and potentially improving your rankings. It also allows you to post more often, which sends a signal to Google that your website is fresh. If you don’t write articles, there’ll be no reason to update a site every two weeks or even once a month.

Besides, blog articles will help your financial website get backlinks from other sites. Other sites linking to yours will improve your ranking, as Google will see your content is useful and relevant and it will increase the authority of your website. Backlinks will also increase the trust of readers when they see your website on other websites’ content. The topics you write about in your blog can be financial tips or answers to questions in the field, trends in the financial industry, or even the benefits of using your financial services.

SEO Is More Effective Than Paid Ads

While paid ads can give you instant results and you might think it’s an easier choice for your company, 70-80% of users ignore the paid ads and focus on the organic results, because that’s what they trust more. Besides, paying for ads will not give you a spot in search results, as once you stop paying, your page will lose its position. On the other hand, if you rank well, using SEO strategies, you will keep your ranking and get consistent traffic from search engines. More importantly, the study shows that search engines account for 300 percent more internet traffic sent to websites than any other marketing tool.

Local SEO Is a Must for Financial Services and Advisors

Local SEO is crucial for financial services and advisors. When users type keywords such as “near me,” “closest,” “in [the name of the city],” Google understands the local intent of a searcher, and based on the location, it offers the most relevant businesses.

“Relevance, distance, and the prominence of the business all contribute to its standing in local search results.”


To rank well in local search queries such as “banks near me,” “financial advisors near me,” etc. you need to invest in local SEO, which means optimizing your website to rank in search engines for location-related queries.

“There’s no way to request or pay for a better ranking on Google Search, Google Maps, or Google My Business. Details of the search algorithm are kept confidential to make the ranking system as fair as possible for everyone.”


Local 3-Pack

A list of businesses in local search queries in the above pages in search results is called a local pack – also referred to as Local 3-pack. The section includes three top results of businesses near a searcher. In a local pack, users can see the location of a business, ratings, phone number, website, hours of operation, and directions to a business.

Appearing in local search queries will bring more clients to your doors as someone searching for “financial advisor near me” is more likely to become a client than someone searching for “how to become a financial advisor.” If you don’t optimize your website for local searches, it means you are missing the chance to rank in the local 3-pack. Local SEO is crucial, as 76% of local searches result in a phone call to the business, and 18% of local mobile searches result in a sales conversion within one day.

To improve your online presence, you will need to create and update your online listings. According to MOZ, Google My Business signals have the strongest effect on your local rankings, followed by link signals. Reviews are also crucial when it comes to ranking in social queries, and these also affect users’ decisions to contact you. Responding to reviews should be amongst your top priorities, and you should encourage your existing clients to give you feedback online.

Appearing in top results of the local pack is essential as 44% of users will click on it, and only 8% will choose to load “more results.” It means that if you rank fourth in the pack, you already minimize the chances of someone seeing your business on the list.

SEO for Financial Services and Advisors Is Crucial Because:

  • It increases traffic to a website, and more clients find out about your services.
  • SEO helps you appear in desired search queries so you can have a targeted audience (high-quality leads).
  • SEO improves your website quality and user experience.
  • Blog posts will help you gain visitors’ trust, as you become a thought leader in the industry.
  • SEO is more effective than paid ads.
  • Local SEO will bring more clients to your door.

We hope you will effectively use the power of SEO to get more visitors to your website and increase the number of clients using your services.

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