Before we talk how to do SEO for financial services, let me paint you a scenario:
Think about the journey someone goes through before they find their financial advisor.
For the overwhelmed couple, it starts with uncertainty — and a growing pile of bills on the kitchen counter.
Maybe they’re scrolling late at night, watching yet another TikTok about investing in their 30s, wondering if they’ll ever have enough to retire or send their kids to college.
Or it’s a recent graduate with a new job and no clue what to do with their first 401(k).
Then there’s the family facing a difficult chapter: parents who worked their whole lives and are now wondering how to stretch their savings to cover healthcare, home maintenance, and everything else life throws at them.
Each of them feels stuck — caught between what they have and what they wish they had.
The first step isn’t calling you — it’s Google.
They grab their phone, sigh, and type in something like best financial advisor near me or how to save for retirement.
If your name doesn’t pop up, they’ll scroll right past you without ever knowing you exist.
They’ll end up calling someone else — not because they’re better at managing wealth or planning for retirement, but because they showed up first.
This is where SEO changes the game.
It’s about being there when someone needs you — when they’re overwhelmed, unsure of their financial future, and looking for someone they can trust to help them figure it out.
This guide will show you how to make that happen.
How SEO can grow your financial services business
While referrals and networking events might get your name out there, SEO is what keeps your finserv business visible — day in and day out.
So you’re part of the conversation when people are searching for answers to their most pressing financial questions.
Think about it — every single day, someone is online trying to figure out their money.
From retirement planning near me to best financial advisor in <your town/city>, they’re searching for someone they can trust to guide them through their next big decision.
And if your name doesn’t show up? They’re calling the next advisor who does.
That’s the power of SEO — it puts your financial services firm in front of the folks who need your help.
Not when they’re scrolling through Instagram or daydreaming about their future, but when they’re looking for answers and are ready to act.
If your firm isn’t showing up for these local searches, you’re leaving money on the table.
I’m a freelance SEO consultant and content writer with over four years of experience.
I’ve worked with dozens of businesses — including ones in the finserv industry — helping them use SEO to attract the right clients and grow their bottom line.
Need help brushing up the SEO strategy for your financial services firm?
Find out more about my services below:
But if you’re the kind of person who likes to take the reins yourself, I’ve put together a no-nonsense guide to help you brush up your SEO strategy.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's financial services SEO strategy
Before you obsess about keywords, you need to know who you’re up against.
Competitor analysis is where it all begins.
It’s how you figure out what’s working for the other firms in your area, where they’re nailing it, and where they’re dropping the ball.
Let’s break it down.
Imagine there’s a rival financial services firm in your city that’s owning the search results.
But here’s their weakness: their website feels clunky and loads slower than tax season drags on.
That’s your opportunity to swoop in, optimise your site, and claim those top spots in the search results.
By understanding what your competitors are doing well — and where they’re falling short — you’re building a smarter, stronger SEO plan for your own firm.
Moral of the story? Before you dive headfirst into your SEO strategy, step back. Look at the competition. Find the gaps you can fill.
Here’s how you do that:
Start by Googling your own keywords
Fire up Google and type in the keywords you think people are using to find financial services.
So, let’s say I’m running a financial advisory firm based in Fresno.
I’d start by zeroing in on search terms like:
- financial planner fresno
- wealth management fresno
- retirement advisor fresno
Then, I’d take a look at who’s hogging the top spots on Google.
These folks would be my main competitors — the ones I need to beat.
Do the same for your target keywords.
Find the top-ranking websites and take note of their URLs.
Because next, we’re going to dig deeper into what makes them rank — and more importantly, how you can outrank them.
It’s not about copying what they do. It’s about doing it better.
Find areas for improvement in your competitor's content
Visit their websites and take a good look around.
What kind of content are they putting out there?
Are they writing blogs that break down financial topics into things people can actually understand — like “How to Plan for Retirement Without Giving Up Your Weekend Coffee” — or offering practical guides that solve real-world problems?
Maybe they’ve got a few client testimonials scattered across their site.
If they do, read them.
What’s the story? Are they highlighting families saving for college or business owners navigating their taxes?
Look beyond the surface.
Are they coming across as approachable experts?
The kind of people you wouldn’t mind having a conversation with over coffee?
Or are they playing it stiff and formal, talking more to their peers than their potential clients?
Here’s what you’re looking for — the gaps.
If they’re focusing on retirement planning Fresno, make your content more useful. Answer the questions people are really asking, and cut out the jargon that makes their eyes glaze over.
If their wealth management services page feels cold and generic, make yours more engaging. Share stories, explain your process, and help people understand why you’re the better choice.
The goal isn’t to copy what they’re doing — it’s to see where they’re falling short and do it better.
Because when you create something that resonates more, you’re the one people will remember.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are some of the best SEO tools when it comes to winning local search results.
Think of them as your personal investigator — digging up data about your competitors that would otherwise take hours (and a lot of guesswork) to uncover.
These tools help you answer the questions that matter:
- What keywords are my competitors ranking for?
- How much traffic are they actually getting?
- Where are their backlinks coming from, and how can I get some of my own?
They don’t just give you numbers; they give you insight.
If you’re serious about driving more traffic to your site and getting more calls from potential clients, investing in one of these tools isn’t just smart — it’s essential.
Personally, I’m a fan of Semrush.
Pop in a competitor’s URL — say, the top-ranking financial advisor in Fresno — and let the tool do its thing.
In seconds, you’ll have a goldmine of data:
- The keywords they’re crushing it with
- The pages pulling in the most traffic
- Gaps in their strategy you can swoop in and take advantage of
Bottom line?
These tools save you time and give you the kind of intel that turns a good SEO strategy into a winning one.
You can take this intel and start making smarter moves with your own keyword strategy.
Figure out what your competitors are doing right — and more importantly, where they’re dropping the ball.
Then adjust your content and SEO to fill those gaps and pull ahead.
But here’s the thing: Not everyone wants to spend money on SEO tools like Ahrefs or Semrush.
If you’re looking to do keyword research on a budget, there are plenty of free tools that can help.
Here are two solid options:
- Hoth Rank Checker – Quickly check which keywords a site is ranking for.
- Ahrefs Backlink Checker – Get a peek at your competitors’ backlink profiles without spending a dime.
These free tools won’t have all the bells and whistles of a paid platform, but they’ll still give you valuable insights to refine your strategy without breaking the bank.
Keyword research for financial servicess
Let’s go back to that Fresno financial advisors example.
Imagine someone in Fresno suddenly realises their retirement plan is more of a daydream than an actual strategy.
They’re pulling out their phone and Googling something like retirement planning fresno or financial advisor near me.
These searches are what we call local keywords — and they’re where the real opportunities lie.
Because let’s face it, people aren’t looking for a financial advisor across the state.
They want someone they can meet face-to-face, someone who knows Fresno, understands the local economy, and speaks their language.
If your business isn’t showing up for those local searches, they’re not calling you.
They’re calling the financial advisor who does show up.
And it’s not because that advisor is better.
It’s because they showed up when it mattered.
Related searches
Related searches are a goldmine of free keyword ideas that Google hands out like candy.
You’ve seen them before. You type something into Google, and at the bottom of the page, there’s that little list of similar searches.
That’s related searches in action.
It’s like Google is giving you a peek inside your audience’s head — showing you exactly what they’re curious about, the problems they’re trying to solve, and even the exact questions they’re asking.
Here’s the best part: it’s easy, fast, and completely free.
Just Google one of your target keywords, scroll to the bottom, and there it is. A ready-made list of ideas Google practically gift-wrapped for you.
For example, if you’re a financial advisor in Fresno, you might search for retirement planning Fresno.
It’s a simple way to find out what potential clients in your area are actively searching for.
And the best part? You can use these ideas to create content that answers their questions and solves their problems — making it more likely they’ll land on your website when they need help.
Long story short: don’t sleep on related searches.
Answer Socrates
Here’s a tool that flies under the radar but can give you a real edge: Answer Socrates.
Most people aren’t talking about it — but they should be.
Why?
Because it’s a simple, free way to uncover the exact questions people are typing into Google about your service.
1. Go over to the Answer Socrates website
So firstly, head over to Answer Socrates.
The site is simple to get around, so you can dive right in without any hassle.
Perfect for folks who want to jump straight into the keyword research.
2. Plug in your keyword
Type your seed keyword into the search bar.
What’s a seed keyword, I hear you ask?
The clue’s in the name.
A seed keyword is your starting point — a broad keyword that branches out into all the other keywords you’ll dig up.
It’s the root of your entire SEO strategy.
If I were a financial planner in Fresno, my seed keyword would be something like financial advisor fresno.
3. Analyse the results
Once you’ve plugged your seed keyword into Answer Socrates, it’s going to brew up a whole list of questions, prepositions, and comparisons that people are searching for online.
Next step? Cross-reference those results with what you find in SEO tools like Ahrefs or Semrush.
This is where things start to get tactical.
By combining insights from Answer Socrates and SEO tools, you’re building a data-backed keyword strategy — instead of just guessing what your clients care about.
On Page SEO
How to set up location pages
Creating good location pages is a great way to attract customers for your financial services business.
Here are a few approaches you can follow:
Pages that target cities
Let’s say you run a financial advisory firm in Fresno, but you’ve also got clients coming from Clovis and Visalia.
Here’s a smart move: build dedicated pages for each of these locations.
Why? Because when people in those areas are searching online for financial advice, they’re using location-specific keywords.
You want to make sure your business shows up when they’re actively looking for help with their finances.
Think along these lines:
- financial planning fresno
- wealth management clovis
- retirement advisor visalia
These location-based keywords are your ticket to connecting with potential clients right when they need you most.
We’d like to think that all of our clients are right in our backyard, but the truth is, people are often spread out across several nearby towns.
So, what do you do?
You create a separate page for each of those towns to boost your visibility in local searches.
By focusing on specific keywords for each area, you’ll show up in local search results when people are Googling for financial services.
Think of it as staking your claim in each of these cities.
When someone’s ready to map out their retirement or invest for the future, they’ll see your name first and know exactly who to call.
Of course, you should only target location-specific keywords if you can realistically serve clients in those neighbouring towns and cities.
If you’re a financial advisor based in Fresno, but you’ve never set foot in Clovis or Visalia, it’s going to be a hard sell convincing someone there to work with you.
But if you’ve got clients in those areas or you’re willing to expand your reach, then building those pages makes sense.
Basic on-page SEO for financial services
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point:
Think of your URL like an address. It should tell people exactly where they’re going — no guesswork needed.
If you’re offering financial planning services in Fresno, your URL should look something like this:
- www.yourfinancialfirm.com/fresno/financial-planning
Got a branch in Clovis? Easy fix:
- www.yourfinancialfirm.com/clovis/wealth-management
Expanding to Visalia? Same approach:
- www.yourfinancialfirm.com/visalia/retirement-advisor
This way, Google knows exactly where to send people searching for local financial services — and your potential clients won’t have to dig around to figure out whether you serve their area.
Write killer titles and headings
Just because you need to sprinkle keywords into your headings doesn’t mean they have to be boring.
Headings are like the welcome mat to your website. They’re the first thing someone sees when they walk through the door.
If they’re dull? People will walk right past.
Write titles that actually make people want to keep reading:
Think about it — your page title is what shows up in Google search results.
It’s got to grab attention without feeling like a robot wrote it.
Be clear, be specific, and slide that location keyword in there naturally.
Example:
‘Honest Financial Advisors in Fresno – [Your Firm’s Name]’
Here’s the deal:
Your headings can be optimised for SEO and still sound human.
They don’t have to read like a cheap billboard ad.
Let the locals do the talking
Drop in some testimonials from the folks down the street.
Nothing sells trust like hearing from someone who’s been in the same boat.
It’s one thing to say you’re good at what you do.
It’s another thing entirely to let your clients vouch for you.
Here’s the move: Get those testimonials front and centre.
Whether it’s on your website, Google profile, or a social media post, let real clients tell the story.
Example:
“We were nervous about managing our retirement plan, but they made everything simple. If you need a financial advisor in Fresno, this is the team to call.” — Angela, Woodward Park Resident
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
Descriptive, SEO-friendly ALT text will improve your website’s accessibility and relevancy for your target keyword:
How to set up Google Business Profile
Complete every section
Fill out every section completely—business name, address, phone number, website, and operating hours.
Use a local phone number to bump up your local SEO.
When you miss out on info you miss out on customers.
An incomplete profile is like leaving the front door open; people can wander in but might not find what they need.
Use posts
Don’t avoid Google posts.
They’re not just there for big announcements or grand openings — they’re a simple way to keep your business fresh and relevant in Google’s eyes.
You can share updates, highlight seasonal offers, or even post helpful financial tips.
For example:
- 📢 “Maximise your tax savings this year — book a consultation before April 15th!”
- 📷 Or maybe post a quick snapshot from your team volunteering at a local Fresno charity event.
Collect reviews
After completing a service, ask for a review while the experience is still fresh.
People are more likely to leave a review right after you’ve helped them.
So, don’t wait.
Make it easy by sending a quick follow-up email or text with a direct link to your Google profile.
Here’s a simple message to get you started:
“Hi [Client’s Name], it was a pleasure helping you with your financial planning! If you’re happy with the service, would you mind leaving us a quick review? Here’s the link: [Insert Link]. Thanks so much!”
And once they leave that review?
Respond. Every. Single. Time.
A quick “Thank you for trusting us with your financial future” goes a long way.
It shows that you’re engaged, grateful, and paying attention.
And if someone leaves a less-than-perfect review?
Own it professionally.
Address concerns with empathy and offer to make things right.
Because a well-handled negative review can build just as much trust as a glowing one.
Choose the right categories
Make Financial Planner your primary category, and add secondary options like Investment Advisor or Retirement Planning Service.
This helps Google match you with the right clients searching for your expertise.
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for financial services
So, maybe you skimmed through all that and thought, “Ain’t nobody got time for that.”
If that’s the case, it might be time to call in an SEO.
But here’s the deal — when someone pitches you their SEO services, don’t just nod along like a bobblehead on a dashboard.
Listen carefully. And more importantly, make sure it all makes sense.
If some smooth-talking consultant promises your small financial services firm in Fresno will outrank every national competitor by next week, run.
You need to know what you actually want before sitting down with your SEO.
Here’s the problem: A lot of small businesses say they need SEO, but when you ask them why, they freeze.
They don’t know who they’re trying to attract, what they want those people to do, or why it even matters.
They’re just tossing money at a problem they don’t fully understand, hoping something sticks.
Spoiler alert: It usually doesn’t.
Sure, you want more people visiting your site. But that’s not enough — you need the right people.
The ones who need financial advice, are ready to set up a meeting, and will actually call your office or fill out that consultation form (bottom-of-funnel traffic).
Or maybe you’re playing the long game.
You want locals to remember your name, trust your advice, and think of you first when it’s time to plan their retirement or manage an inheritance (top-of-funnel traffic).
What you don’t want are people who land on your site, skim a few lines, and bounce fast.
That’s how you burn through your budget on traffic that doesn’t do anything for your bottom line.
So, before you hire an SEO, do some vetting.
Here are the questions you should ask:
"What's your pricing structure?"
When it comes to SEO, asking about pricing is non-negotiable.
The way an SEO prices their work says a lot about how they operate and the kind of value they bring to the table.
Most SEOs stick to one of two models: retainer-based pricing or one-off packages.
Let’s break it down.
- Retainer-based pricing:
Think of it like having an SEO expert on speed dial — someone who knows your business inside and out and can make tweaks and updates whenever needed.
You pay a fixed monthly fee, and in return, you get ongoing support, regular strategy adjustments, and the peace of mind that someone is working in the background to keep your financial services firm competitive.
This model works best for businesses that want long-term growth rather than quick fixes.
The benefits:
- Consistency: Your SEO isn’t popping in and out — they’re in it for the long haul. They’ll keep your site optimised, update strategies as your business goals change, and respond to new trends in the financial world.
- Proactive improvements: A good SEO won’t just sit back and wait for you to notice a problem. They’ll keep an eye on your site, catch potential issues early, and make the necessary adjustments to keep you one step ahead of your competitors.
- Access to expertise: With a retainer-based model, you’re not just paying for a service — you’re paying for insights. A seasoned SEO will bring in fresh strategies, new keyword opportunities, and ideas that can help you reach more clients.
If your goal is to build a steady stream of leads and maintain your spot in local search results over time, the retainer model is a smart play.
2. One-off packages:
Not every business needs someone on speed dial.
Sometimes, you just need help with a specific project or two — that’s where one-off packages come in.
Whether it’s a website audit, a keyword report, or a full content overhaul, you pay for what you need, when you need it.
The benefits:
- Cost-effective: If you’re working with a tight budget or just testing the SEO waters, this option can be more manageable.
- Flexibility: Choose the services that make the most sense for your current goals. And if your needs change, you’re not tied down by a long-term contract.
- Quick wins: One-off services can deliver fast improvements. Whether it’s fine-tuning a single landing page or revamping your entire keyword strategy, you’ll see results without a drawn-out process.
Perfect for when you know exactly what you need to tackle — and want to get it done efficiently.
"How do you handle reporting and communication?"
When you’re spending hard-earnt cash on SEO services, the last thing you want is to be left in the dark, wondering if your investment is paying off.
So you need to know exactly how your SEO plans to keep you in the loop.
- Reporting:
Look, no one wants to stare at a spreadsheet that looks more like an alien language than useful info.
You want reports that actually mean something — numbers that tell you what’s working, what’s broken, and what you need to fix next.
Here’s what to expect from solid SEO reporting:
- Practical insights: The best reports connect the dots — they show you why a keyword like financial advisor fresno is bringing in traffic or why people are bouncing off your contact page faster than they came in. No guesswork, just actionable takeaways.
- Custom dashboards: A great SEO will set up dashboards where you can check performance in real-time. And if they’re worth their salt, they’re using these tools to catch problems before you even know they exist.
- Contextual understanding: Numbers don’t mean much without the “why” behind them. A good SEO should be able to explain how things like seasonality or local competition are impacting your traffic.
The point?
You’re paying for clarity, not confusion.
A great report should make you feel more in control — not like you need a translator to figure out what’s going on.
2. Communication:
Let’s talk about something most people overlook when hiring an SEO — communication.
You don’t want someone who ghosts you for weeks at a time, only to pop up with a confusing report that leaves you with more questions than answers.
You want someone who keeps you in the loop.
Here’s what that looks like:
- Regular check-ins: You should have scheduled touchpoints — whether it’s weekly, bi-weekly, or monthly. These meetings aren’t just for the SEO to say “look at all this traffic!” It’s your chance to ask questions, make sure things are on track, and tweak the game plan if needed.
- Transparent communication: A good SEO doesn’t sugar-coat. If something isn’t working, they’ll tell you — straight up. More importantly, they’ll come with solutions. No dodging questions or dressing up bad news. You want someone who respects your business enough to give it to you straight.
- Availability: You don’t want to feel like you’re chasing them down for answers. A solid SEO will be reachable — whether it’s via email, a quick call, or a Zoom chat. And when they respond, you want clarity, not corporate jargon that makes you feel more confused than before.
Bottom line? Communication is key.
You’re hiring a partner, not a magician disappearing into thin air.
"How do you measure success?"
When it comes to SEO, measuring success isn’t as simple as watching your website climb the search rankings.
Sure, seeing your name at the top of Google feels good — but that’s just one part of the bigger picture.
What really matters is whether the time, money, and effort you’re pouring into SEO are turning into something tangible — more calls, more inquiries, more business.
Because at the end of the day, rankings don’t pay the bills. New clients do.
Rankings:
Rankings matter.
Seeing your business climb to the top of Google is a win — it’s proof your SEO is kicking in.
But here’s the thing — rankings are just the surface-level victory. The real win is what happens after someone finds you.
What I keep an eye on:
- Target keyword rankings: I’ll track how your site shows up for key local search terms. This tells us if your business is getting in front of the right people at the right time.
- Competitor rankings: I’ll also watch your competitors. Knowing where they stand — and how they’re climbing (or slipping) — gives us the edge to stay ahead.
Rankings are part of the puzzle, but they’re not the whole story.
The real goal? Turning those rankings into clicks, calls, and clients — because those are what actually grow your business.
And that is how you do SEO for your financial services business.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
