SEO Mistakes RIAs Make (and How to Fix Them)
Most RIAs want more inbound leads, but many completely ignore or overlook one of the most powerful tools for attracting them: SEO.
A well-optimized website can bring in ideal clients organically, meaning people find you when they search for financial planning, retirement advice, or investment help. Yet, many RIAs make critical SEO mistakes that keep them invisible on Google and/or in platforms like ChatGPT.
Here are the biggest SEO mistakes I see advisors making—and how to fix them.
1. Not Optimizing for SEO at All
A shocking number of RIA websites have little to no SEO optimization. Their homepage might look nice, but search engines don’t know how to categorize them, which means they don’t show up when potential clients search for financial advice.
Fix it: At a minimum, make sure your site has:
Clear, keyword-rich headlines (e.g., “Fee-Only Financial Planning for Business Owners” instead of just “Welcome to XYZ Wealth”)
Meta descriptions that describe what you do
Fast loading speed (Google penalizes slow sites)
Mobile-friendly design (over half of web traffic is mobile)
If Google can’t easily understand your site, neither will potential clients.
2. Ignoring the Value of Organic Search
Some advisors think SEO isn’t worth the effort because they get referrals from word-of-mouth. But here’s the reality: people still Google you, even if they were referred. If your site doesn’t show up prominently—or if it looks like a ghost town with no fresh content—they may never contact you.
Fix it: SEO isn’t about ranking for every term—it’s about owning the right niche keywords. For example:
Instead of trying to rank for “financial advisor,” try “financial planning for physicians”
Instead of “retirement planning,” try “how to retire early as a business owner”
You don’t need to dominate Google—you just need to rank for what your ideal clients are actually searching for.
3. Only Posting on Social Media, Not Their Own Website
Many advisors post consistently on LinkedIn but never update their own site. That’s a mistake. Unlike social media posts (which disappear in a feed), blog content on your website builds long-term SEO value.
Fix it: Start publishing useful, keyword-driven content on your site, such as:
“The 5 Biggest Tax Mistakes High-Income Earners Make”
“How to Create a Retirement Plan as a Small Business Owner”
“Should You Pay Off Your Mortgage Before Retirement?”
Google rewards sites that publish fresh, relevant content. If you only post on LinkedIn, you’re missing out on long-term traffic that brings in leads on autopilot.
4. Not Targeting Local SEO
If you’re an RIA looking for local clients, failing to optimize for local SEO is a huge mistake. Many advisors forget to even set up their Google Business Profile, which means they don’t show up in local searches.
Fix it:
Claim and optimize your Google Business Profile (Add photos, reviews, and service areas)
Use local keywords on your website (e.g., “We provide financial planning for retirees in Sarasota, FL and nationwide”)
Get client reviews (Google rewards businesses with more positive, recent reviews)
When people search for “financial advisor near me,” you want your firm to show up first.
The Bottom Line
SEO isn’t an overnight strategy, but it’s one of the best ways to attract long-term, inbound leads. Ask yourself:
Is my website optimized for search engines?
Am I consistently posting valuable content on my site, not just social media?
Am I ranking for the right keywords my ideal clients actually search for?
Most RIAs aren’t doing this—which means the ones that do have a huge advantage.
Need help with SEO or content that attracts the right clients? I’m happy to talk ideas.
