SEO for financial advisors – more customers through search engine optimization

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Local SEO for financial advisors

Google Maps & Business Directories

Google Maps is a core Google service for search queries with a local component. As you’ve probably noticed many times yourself, Google sometimes even displays a map directly on the search results page (SERP).

The reason for this is that people usually look for a financial advisor near them and not at the North Pole. I myself am based in Friedrichshain and would naturally be more interested in a provider in Mitte than in Munich.

When searching, however, even slight changes to the query can lead to different results, as shown here in the screenshots:

Comprehensive local SEO for financial and investment advisors also includes entries in business directories. This generates visibility and often traffic as well.

Referencing also creates so-called backlinks. These signal to Google the relevance of a particular investment consultancy and thus strengthen its visibility in the search results.

Tracking local rankings, in turn, allows you to analyze these rankings. With the right methods, even small or new providers can therefore enter already competitive markets very successfully.

Rank Tracking and UTM Parameters

You can monitor a local service provider’s rankings for specific keywords using the appropriate tracking tools. I personally use https://localranking.com/.

Here, I’ll show you some examples of my profile’s rankings as an SEO freelancer on Google Maps. I have this checked automatically for myself—and, with the necessary adjustments, for various clients—on a weekly basis. My location in eastern Berlin serves as the focal point.

This type of rank tracking is generated by simulated queries from different geographic coordinates. In my case, I use a 9×9 grid with a 3-mile spacing—that covers the area from my location in Berlin to practically the city limits of Potsdam.

You should then analyze the clicks and impressions using UTM tracking parameters. To do this, create a link with the appropriate parameters and add it to your Google My Business profile. You can then analyze the data separately in Search Console. You can use this tool I’ve created for that purpose.

Google My Business Optimization

Google My Business is a service that allows businesses to actively manage their profiles on Google Maps. It enables businesses to provide basic information such as contact details and hours of operation. In addition, you can upload pictures and short videos.

But above all, depending on the business model, you can also showcase services and products. In doing so, many providers make the big mistake of using terminology based on their own internal perspective.

However, potential customers often use other keywords. Accordingly, customized names for services and products are crucial for the success of SEO for financial advisors.

Keyword research for financial advisors

In keyword research for financial advisors, search queries with a local reference and for people are particularly interesting. You should also go into great detail about individual services and products.

Optimize for werkenntdenbesten.de or similar sites

Another aspect of SEO is the systematic optimization of portals such as werkenntdenbesten.de. It is estimated that around 3.37 million users currently visit this website every month, for example to find recommended financial advisors.

The optimization of profiles on such portals is part of a holistic SEO strategy for financial advisors and investment advisors. Especially if you already have the necessary image and text material for Google My Business or your own website, for example, then this field can also be worked on very efficiently.

Regional link building for financial & investment advisors

Google and other search engines factor numerous signals into their rankings . In addition to content relevance and technical quality, these primarily include backlinks.

When it comes to SEO for financial advisors, the regional aspect is also very important. For example, it is (usually) of little use to a financial advisor in Berlin if the company is listed in a business directory for Braunschweig.

Website Development & Optimization

CMS, Text, Images, and Video

The best way to create a website for financial or investment advisors is with a widely used CMS such as WordPress. Mainstream products have the advantage that practically all possible problems have already been answered in forums. If difficulties arise, you can quickly research the solutions.

The key is to have an optimized site structure that specifically targets common search queries. This involves using keyword research to identify the terms potential customers commonly use and, ideally, systematically incorporating them into a keyword map.

To design the homepage and landing pages, you need content. Text and images are especially important. Good videos can be a huge asset.

Both written and visual content need to be optimized for relevant keywords. Otherwise, even high-quality content may never actually be seen by potential customers.

Contact Information & Contact Forms

A point that is often forgotten: As a financial advisor, you want to be contacted more often through SEO. That is why contact details should always be visible in the header, footer or sidebar of your website.

Contact forms with an auto-fill feature help improve the conversion rate of users into specific inquiries from potential customers.

Structured Data for Local Businesses

Through “Structured Data,” the major search engines—in collaboration with others—offer fantastic script formats for local businesses, among others. This allows you, for example, to Storing the GEO coordinates of an investment advisor in the source code of a website.

This provides Google and other companies with your exact location. The coordinates can then be directly matched to the IP address associated with a search query. This, in turn, increases the likelihood that you’ll be prominently featured in this Google Maps feature.

In addition, SEO for financial and investment advisors can also break down the services and products in structured data. This is just as possible as storing contact details, image links, descriptions, profiles in industry portals and much more.

Here is an example of an abridged excerpt that I, as an independent SEO freelancer, use on this website.

To create structured data for your local business and its related services, you can use this tool I’ve created:

I've published statistics on structured data for local businesses in Germany on my blog. You can get an overview of the topic there.

In this SEO analysis of more than 100,000 websites, I summarized possible alternatives in categories. In this way, I was able to capture relevant structured data for local companies in a very comprehensive approach. Due to the growing importance of videos, I also took their use into account. Here you can see the values and alternatives used:

Web Performance & Core Web Vitals

Last but not least, the website of a financial or wealth advisor should be very fast. In addition, there should be no shifting of content when loading. Google has summarized the key metrics for Core Web Vitals:

• Largest Contentful Paint (LCP) >: Load time for the largest image
• First Input Delay (FID) >: Time to interact
• Content Layout Shift (CLS) > Layout shifts that occur while content is loading

My SEO services for financial advisors

With these services, I help my clients achieve a place in the search engine sunshine. Strategically clever and consistent in implementation, I support my clients in achieving their corporate goals.

I usually agree with my clients to work on specific topics within the framework of individual hourly packages up to a certain point in time. This is followed by invoicing and, if necessary, discussion of the next package.

If required, I can also provide monthly SEO support.

My Hourly Rates and Flat Fees

I can offer SEO for financial advisors as a one-off service or as part of monthly SEO support. We agree on the type and scope in a detailed preliminary discussion.

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My references

"Wolfgang Reinöhl is a SEO master strategist with an excellent understanding of structured data. He is totally based and I love his bias towards action. Always a pleasure."

"I used to work with Wolfgang Reinöhl in a large SEO agency. I value him as a safe bank and we also enjoy working together as freelancers."

"Wolfgang Reinöhl is one of the best SEO freelancers in Berlin. Professionally an ace, personally top and a great colleague for many projects."

"I was Wolfgang Reinöhl's first SEO team lead. Even as a junior, he developed his own SEO solutions and really impressed me."

"Wolfgang Reinöhl is a weapon and achieves more with his side projects than many teams with large SEO budgets. Honest, direct and mercilessly effective."

"I know Wolfgang Reinöhl from our time together as SEO team leaders in a large full-service agency. You can always rely on him."

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3. Written offer: Based on this meeting, I prepare a written offer with a detailed list of the planned measures.

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Frequently asked questions about SEO for financial advisors

Is SEO Necessary for Small Businesses?

The short answer is: Yes! Working with an SEO specialist is always a good idea if you’re using search engine traffic for commercial purposes. It’s basically the same as asking whether you should hire a tax advisor to prepare your annual financial statements.

In addition, small companies in particular have an operational advantage over large providers: they are very flexible, and the number of people involved in a project is small. This simplifies coordination. Large companies, on the other hand, usually take months just to approve even a short piece of text.

Here are a few examples of small businesses that can benefit from search engine optimization.