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Local SEO for Financial Advisors: Definition, Benefits and Must-Dos

December 28, 2023
10 mins

As a financial advisor, marketing your services can pose quite a challenge. Not only do you need to get your business noticed, but you also must establish trustworthiness. Potential clients will hesitate before reaching out; they want to ensure their finances will be in safe hands. Typically, their first step will be conducting online research.

These days, search engines are used for more than just gathering information. We rely on them to recommend the best products and services. So, how can you make search engines favor your business? How can you ensure visibility and trust with your target audience? The key is mastering financial advisor Local SEO. Continue reading this article to understand what financial advisor Local SEO is and how it can benefit you.

What Is Local SEO for Financial Advisors?

Local SEO for financial advisors is a subset of broader SEO (Search Engine Optimization) strategies. It focuses on optimizing your online presence for local searches, ensuring that when a local resident searches for 'financial advisors near me,' your firm appears in the top results. This approach combines techniques from keyword optimization to managing local business listings. 

Financial advisor local SEO techniques enhance your visibility and drive more web traffic from local prospects. The ultimate goal of financial advisor local SEO is to encourage potential customers to get in touch with your business, whether through writing, a phone call, or a visit.

You can’t ignore it in 2024. Take a look at the latest statistics:

Local SEO statistics

Benefits of Financial Advisor Local SEO 

Higher Conversion Rates

Local searches often signify high intent, meaning when someone conducts a local search, they're usually ready to take action. A solid financial advisor local SEO strategy will result in high-quality leads, some of whom will call or visit the business within 24 hours​​. 

This simplifies your work, as you won't need to convince such prospects of the need for financial advice. Instead, your task will be to persuade them that you are the ideal choice for the job.

Additionally, financial advisor local SEO allows to specifically target the geographic area they serve. Putting effort into your visibility and online presence, you can ensure that people from the nearby areas will prefer your business rather than someone in the other end of the city. 

Owing to great targeting and customers’ high intent, you can maximize conversions. 

Competitive Advantage 

Local SEO for financial advisor

Chances are, many of your competitors aren't utilizing financial advisor local SEO to its full potential. Have you ever searched for a store or service on a map, found a nearby option, but then discovered the listing lacked essential information like a phone number or opening hours? In such cases, people generally prefer not to take a chance and simply move on to the next option that provides all the necessary details.

The same principle applies to reviews and ratings. Many businesses neglect to invest in professional reputation management, overlooking the critical importance of social proof. Negative reviews and unanswered questions are particularly alarming red flags in sensitive industries like finance.

By being aware of these nuances and paying attention to details, you can outpace competitors who underestimate the value of local SEO for financial advisors. Ensuring your online presence is comprehensive, responsive, and informative sets you apart and establishes your firm as a trustworthy and professional choice for potential clients.

Cost Effectiveness

Financial advisor local SEO is notably cost-effective for financial advisors, particularly when compared to traditional forms of advertising. For instance, instead of spending large amounts on broad-reaching ads, financial advisor local SEO targets specific geographic areas, focusing your resources on the audience most likely to convert into clients. This targeted approach means that every dollar spent is more likely to attract individuals actively seeking financial advice in your area, thereby significantly reducing the cost per acquisition. 

A well-executed financial advisor local SEO strategy leads to higher organic rankings in search engines. This not only diminishes the need for paid advertising but also ensures long-term visibility and brand recognition. For example, a financial advisor in Austin, Texas, who optimizes their site for "financial planning services in Austin," could see their website move to the top of local search results, making it more likely that locals searching for these services will click through to their site, leading to potential client inquiries without the ongoing costs associated with pay-per-click campaigns. 

5 Must-Dos for High Ranking in Local SEO for Financial Advisors

Local SEO

Target Keywords with a Local Emphasis

Websites on the first page of Google receive 95% of web traffic. Targeting the right local keywords will significantly increase your chances of getting there.

Take the next steps:

Conduct comprehensive keyword research to uncover not just the popular terms but also the niche, long-tail keywords specific to your area. Utilize advanced tools and regularly update your keyword list to reflect evolving market trends and linguistic patterns.

☐ Incorporate location-specific keywords into your content, meta tags, and URLs to align your website with the terms prospective clients use, significantly boosting your visibility in local search results​​. Instead of just "retirement planning," use "retirement planning in [Your City]."

☐ Develop a financial advisor local SEO-focused blogging strategy: create a blog strategy that focuses on addressing the financial questions and concerns of your local audience. This could include everything from "How [Your City's] New Tax Laws Affect You" to "Planning for Retirement in [Your City]."

☐ Optimize for 'Near Me'* and hyperlocal** searches. These searches have seen exponential growth with the rise of mobile internet usage. They are crucial because they indicate high user intent and immediacy. Users conducting these searches are often in the final stage of the decision-making process and ready to take action.

*"Near me" searches are queries where users add "near me" to their search term, such as "financial advisors near me" or "investment help near me." These searches indicate the user is looking for options close to their current location. 

**Hyperlocal searches are even more geographically specific than "near me" searches. They focus on very small, community-level regions. Instead of looking for a service "near me," a user might search for "financial advisors in downtown Austin" or "best investment firms in North London."

Build a Strong Google Business Profile

Google Business screenshot

Businesses with a complete Google Business profile are 2.7 times more likely to be considered reputable. 

A well-optimized profile will significantly boost your financial advisor local SEO efforts.

Here's how to do it easily:

  • Log In or Create a Google Account: Sign into a Google account that you and your team can access, like If you don't have a Google account with your company's email yet, you'll need to create one.
  • Find Your Practice: Go to Google Maps and search for your practice's name. If it's there, click on the listing.
  • Claim Your Business: If you see your practice, there should be an option that says “claim this business.” Click on it. If you don't see your practice, look for an option in the map menu called “Add Your Business” and click that instead.
  • Verify Ownership: After you've claimed or added your practice, Google needs to make sure you really own it. This can take a few days. They might ask you to confirm by phone, text, email, video, or postcard. The options vary depending on where your practice is. Once you're verified, you'll be able to change and update your practice's information anytime.

By following these simple steps, you can control how your financial advice business appears in local searches, making it easier for potential clients to find and contact you.

A well-optimized profile increases visibility in local searches, builds trust through transparency, and allows for direct interaction with potential clients​​. So don’t forget to add all the possible contact information, photos and opening hours. Ensure that clients feel that it’s easy to contact you and that they're communicating with someone who understands their local context and needs.

Put Local Emphasis on Link Building

Link building can increase referral traffic and enhance your site's authority for social engines. Sites with more backlinks generally rank higher. However, general link building might not be a good fit for you. If the traffic you receive doesn’t include your target audience(the visitors simply don’t live in your area and can’t access you), your link building efforts are wasted. Instead, come up with a strategy that will bring you links from local sources. 

Financial event illustration

Here is what you can start doing right now to get those links and succeed at financial advisor local SEO:

  • Partner with local businesses and media for content collaborations. 
  • Host or participate in community events. 
  • Take part in local charities.

Reputation Management and Review Enhancement

87% of consumers read online reviews for local businesses. Reading online reviews is the digital-age word-of-mouth. 

Develop a system for continuously gathering and showcasing positive client testimonials. Address negative feedback promptly and constructively to demonstrate your commitment to client satisfaction.

Regularly publish detailed case studies and success stories of local clients (with their permission). Case studies can increase user engagement by up to 73%. They provide relatable proof of your services' effectiveness and help build trust. This personal touch also resonates more deeply with prospective clients in the same community. Example: share a story about how you helped a local family save for their child's education.

Explore our finance case studies to get some insights:


Performance Tracking and Continuous Optimization

Businesses that leverage analytics are 5 times more likely to make faster decisions. Tracking your performance helps you understand what's working. Use tools like Google Analytics and Google Search Console to track website traffic, rankings, and engagement and adjust your strategy based on insights.

It is especially important for local SEO for financial advisors to set up the Google Search Console. It is a crucial and free marketing tool that financial advisors can use to enhance their SEO strategy and achieve higher rankings. It provides insights into how Google views your website. With this tool, you can monitor the effectiveness of your SEO strategies, confirm that Google is indexing your desired pages, and identify potential problems, such as low-quality links. As an essential component for both local and broader website SEO, Search Console plays a significant role in improving your website's visibility and rank.

How Promodo Can Help Financial Advisors Succeed in Local Businesses

Understanding and implementing financial advisor local SEO can be a daunting task, but it's crucial for staying competitive and visible in the digital world. Our team specializes in tailoring local SEO for financial advisors, ensuring you're not just on the map, but a top choice in your community. From optimizing your website for local searches to creating impactful, location-specific content, we're here to guide you through every step of the journey. 

Ready to boost your local visibility and attract more clients?
Let's chat about how we can make local SEO work for your firm.
Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

December 28, 2023
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