The Ultimate SEO Checklist for Financial Advisors

Written By Matthew Gutierrez

How to Review and Optimize Your Online Presence to Attract More Clients

SEO (Search Engine Optimization) is the backbone of a strong online presence. If you’re a financial advisor, you likely rely on referrals—but wouldn’t it be great if new clients found you when they searched for terms like “fiduciary advisor near me” or “how to plan for retirement in [your city]”? That’s where SEO comes in.

Here’s your step-by-step SEO checklist to see how your website ranks—and how to improve it.

Step 1: SEO Audit – Is Your Website in Good Shape?

1. Google Yourself

  • Search your firm’s name and see what comes up.

  • Do you appear in the top 3 search results?

  • Is your Google Business Profile updated and visible on the right-hand side?

2. Run a Site Audit Tool

  • Use tools like Ahrefs Webmaster Tools, Ubersuggest, or SEMrush to get a quick health check.

  • Look for issues like broken links, missing meta descriptions, duplicate content, or slow page speed.

3. Mobile-Friendliness Test

  • Use Google’s Mobile-Friendly Test to see how your site performs on smartphones.

4. Page Speed Check

  • Test with Google PageSpeed Insights.

  • Aim for a score of 90+ on mobile and desktop.

Step 2: On-Page SEO – Are Your Pages Optimized?

5. Keyword Research Basics

  • Identify key search terms: e.g., “financial advisor in [city],” “retirement planning,” “fiduciary services,” “tax planning.”

  • Use Ubersuggest or Google Keyword Planner to verify search volume.

6. Title Tags & Meta Descriptions

  • Each page should have a unique title tag (~60 characters) with a keyword.

  • Meta descriptions (~155 characters) should be clear, compelling, and include keywords.

7. Header Structure (H1, H2, H3)

  • Each page should have one H1 (the main title) and use H2s and H3s to organize content.

  • Include keywords in headers where natural.

8. Content Quality & Clarity

  • Is your content original, helpful, and skimmable?

  • Include FAQs, client concerns, and clear CTAs (Calls to Action).

  • Use plain English—not industry jargon.

9. Image Optimization

  • Compress image sizes for fast loading.

  • Use alt text that describes the image and includes keywords when appropriate.

Step 3: Local SEO – Can People in Your Area Find You?

10. Google Business Profile

  • Fully complete your Google Business listing with address, hours, services, and photos.

  • Add a business description using keywords like “fiduciary financial advisor in [city].”

11. Reviews

  • Ask satisfied clients to leave Google reviews.

  • Respond to all reviews—positive or negative.

12. Local Listings (NAP Consistency)

  • Ensure your Name, Address, and Phone Number (NAP) are exactly the same across:

    • Google

    • Yelp

    • Bing

    • Facebook

    • Local directories (Chamber of Commerce, etc.)

Step 4: Content Strategy – Are You Providing Valuable Info?

13. Start a Blog

  • Post at least once a month with keyword-rich topics. Example titles:

    • “When Should You Start Taking Social Security?”

    • “How to Minimize Taxes in Retirement”

    • “What to Look for in a Fiduciary Advisor”

14. Use Internal Linking

  • Link blog posts to your services pages (and vice versa) to boost SEO.

15. Evergreen vs. Timely Content

  • Mix timeless guides (e.g., “Roth IRA vs. Traditional IRA”) with seasonal topics (e.g., “Year-End Tax Planning Tips”).

16. Add Video or Infographics

  • Video boosts time-on-page, which helps SEO.

  • Even a short FAQ video or “Meet the Advisor” can increase engagement.

Step 5: Backlinks – Are Other Sites Linking to Yours?

17. Build Quality Backlinks

  • Guest post on local news or finance sites.

  • Get listed in advisor directories like NAPFA, XYPN, FeeOnlyNetwork.

18. Create Link-Worthy Content

  • Publish original research, calculators, or guides that others might share or reference.

19. Monitor Your Backlinks

  • Use Ahrefs or Ubersuggest to track backlinks and disavow spammy ones.

Step 6: Technical SEO – Behind-the-Scenes Health Check

20. Secure with HTTPS

  • Make sure your site uses SSL (https:// not http://).

21. XML Sitemap

  • Submit a sitemap to Google Search Console so it can easily crawl your pages.

22. Robots.txt File

  • Ensure it’s properly configured to avoid blocking important pages from being indexed.

23. Fix Broken Links and 404s

  • Use tools to detect and redirect broken URLs.

Step 7: Track & Improve

24. Set Up Google Analytics

  • Track visitor behavior, bounce rate, time on page, and conversions.

25. Set Up Google Search Console

  • Monitor your site’s visibility, keyword rankings, and indexing issues.

26. Monthly SEO Report

  • Track keyword rankings, website traffic, and which blog posts drive leads.

Final Thought: SEO Is a Long Game—But It Works

You won’t rank overnight, but small steps can compound over time. Think of SEO as a long-term investment in your brand, just like compound interest.

Want help with your SEO or marketing strategy?
Let’s talk. I work with RIAs and independent advisors to build growth-focused content strategies that attract ideal clients.

Matthew Gutierrez
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