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Local SEO for Financial Advisors: 7 Ways to Find More Local Clients

local seo for financial advisors destiny marketing solutions


Are you looking for ways to generate more interest from local clients? A strong local SEO strategy may be a good option for you.


Local competition is fierce, and if your firm is not on the top for local search terms, you can be sure competing firms are. Local SEO offers great ROI. Through its targeted results, firms that invest in local SEO have observed a greater ROI.


Since many advisory firms are not leveraging the power of local SEO, advisors that invest in it are likely to gain a competitive edge over other local firms..


These are 11 tips that will help you position your website so that your firm can attractive more prospective leads locally:


1. Meta tags still matter

The title tag and meta description tag are the most important tags.


See the example below:


meta tags still matter destiny marketing solutions


If you want to reach local prospects, include the area your financial advisory practice serves. Focus on 1 targeted keyword per page, and include it as close to the beginning of the title tag as possible.


Make sure your meta description includes your target keyword, target city/town, and some call to action to click through to your website.


2. Make sure your firm is well represented on online directories and citation sites.

Focus on major online business directories like Yelp, Merchant Circle, CitySearch, and others. Find local directories where you can list your firm, and try reaching out to your local newspaper’s website and your local Chamber of Commerce for inclusion on their sites.


These are a few search queries you can use to find local directories and listings:


  • <city name> Directory add
  • <city name> Directory submit
  • <city name> Directory suggest
  • <city name> Directory post
  • <city name> "submit * site"
  • <city name> "submit * listing"
  • <city name> "submit * URL"
  • <city name> "submit * website"
  • <city name> "suggest * site"
  • <city name> "suggest * URL"
  • <city name> "add * site"
  • <city name> "add * listing"
  • <city name> "add * URL"
  • <city name> "add * website"
  • <city name> intitle:directory
  • <city name> intitle:resources


Also, ensure your firm’s name, address, and phone number (NAP) are consistent on the major citation data aggregators such as Infogroup, Neustar/Localeze, Acxiom, and Factual. Make sure you correct all issues with misspellings, abbreviations, lack of suite number, and incorrect phone number.


To check the consistency of your practice’s NAP information, use the Moz Local tool.


3. Claim and optimize your firm’s Google MyBusiness listing


google my business listing destiny marketing solutions


Use a solid description, business categories, business hours, types of payment accepted (if applicable). You also want to upload your firm’s logo and photos of your office and team members. Fill in all sections completely.


To claim your listing, visit


Bing also has a similar page for local businesses, Bing Places for Business. Make sure your firm is listed on Bing Places, too.


4. Encourage online reviews (star ratings)

encourage online reviews destiny marketing solutions


According to Search Engine Land, 84% of people trust online reviews as much as personal referrals. Furthermore, 7 out of 10 clients will leave a review if asked.


Google has implied that “high quality, positive reviews from your clients will improve your firm’s visibility.”


These are your key action items to leverage your client reviews for their full potential:


  • Take advantage of technology.


Popular reputation marketing vendors include Reputation Loop, Get Five Stars, Trust Pilot, and Vendasta.


If interested in working with these vendors, make sure you understand their approach to compliance requirements.


Software such as these work great if you have a large book of happy clients.


  • Take the old fashioned approach with manual outreach:
  1. Create a list – screen for your happiest clients
  2. Perform outreach via phone or in person
  3. Follow up several times, and make sure to include a Google review link


The manual approach works best if you have a small book of happy clients.


  • Prioritize collecting reviews on your Google My Business page. If your target demographic includes millennials, Facebook should be a top priority, too. Google reviews are really important because they show up when someone searches for your firm.


5. Markup your site with local structured data


Structured data, which is also referred to as markup or schema markup, can be integrated with your website’s code to provide the search engines with more detailed information about your practice, including


  • Locations your team serves
  • Services your team offers
  • Reviews from previous and current clients


According to Queue, the Association for Computing Machinery’s magazine, only 31.3% of ALL websites are using structured data.


This percentage is even lower for financial advisory sites.


Schema is a great opportunity to make your firm stand out amongst local competition.


Where to start: Use Google’s free Structured Data Testing Tool to check if your site is properly marked up with schema


6. Take advantage of strategic, sustainable link building strategies to your website


sustainable link building destiny marketing solutions


There are an infinite number of ways to build links back to your advisory firm’s website. Focus on sustainable strategies that you can build out over time.


There are numerous link building resources out there, so I will not detail strategies here. If you are interested in reading more, check out these guides and sites:


  • Anything from Backlinko – Brian Dean specializes in strong, ahead of the curve link building strategies


  • How to Build Backlinks in 2017 - by Nathan Gotch (Gotch SEO)


  • Nifty Marketing’s Ultimate List of Local Link Building Ideas


  • Jon Cooper’s Link Building Tactics


Outside of link building, pay attention to anchor text, and be sure to target your firm’s name in the vast majority (50-70%) of the anchor text that you use.


For your remaining backlinks, target your firm’s main services and location, such as “tax planning in Phoenix” or “Seattle education planning”.


Effective use of backlinks and anchor text are critical to your SEO if you want to improve your web presence in competitive cities are niches for financial services.


7. Acquire high authority, industry relevant citations


For your citations, focus on quality over quantity. For online marketing, quality correlates with authority, and you want to add citations and listings on sites that will showcase your expertise and authority.


As a financial advisor, start with these sites (if you’re a member)


  • The Financial Planning Association
  • Society of Financial Service Professionals
  • XY Planning Network
  • Garrett Planning Network
  • Guidevine
  • Fee Only Network
  • Let’s Make a Plan (CFP Board)
  • Chartered Financial Analyst
  • Brightscope
  • Credio


There are also other smaller networks, such as the Kingdom Advisors Network


kingdom advisors network destiny marketing solutions


After you have added a listing for your firm on these sites, think about any other non-industry related organizations you’re involved, any alumni groups, or local organizations that you’ve worked with.


Has your firm been eligible or nominated for an award? Make sure you get a listing from the organization that grants that award!


Final Takeaway on Local SEO for Financial Advisors: Start Slow & Stay on Track


Regardless of which strategy you decide to use, stick with it and you will soon reap the benefits with more traffic to your site and more prospective clients in your sales pipeline.


If you have any questions on using local SEO for your firm, be sure to reach out by filling out the form to your right!