In 2023, for financial advisors and fintech businesses, robust SEO practices have become a vital component of their digital strategies. Leaders in insurance, banking, wealth management, mortgages, fintech, and other financial services have acknowledged the importance of increased visibility on Google’s search engine. This comprehensive guide will delve into various strategies and best practices to improve your business’s ranking on Google. It will utilize real-world examples to highlight crucial concepts.
Financial services have been categorized under Your Money Your Life (YMYL) by Google. This implies that content related to financial advisors can have a great impact on the financial well-being of users. Thus, it is crucial for content to meet Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines. For example, content must be accurate, up-to-date, written by experts and verified by reliable sources.
In December 2022, Google updated its Search Quality Rater Guidelines, adding another “E” (Experience) to the mix. Human evaluators now assess search results, particularly for YMYL (Your Money Your Life) websites, using EEAT, which represents Experience, Expertise, Authoritativeness, and Trustworthiness. High EEAT increases user trust and can lead to more conversions on your site.
The following are the E-E-A-T guidelines that should be implemented by websites of businesses in the finance sector:
| EEAT Factors | Implementation Strategies for Finance Websites |
| Experience | Quality content that demonstrates the creator’s first-hand experience with the subject matter (e.g., have a CFP with years of practical experience write an in-depth article on retirement planning). |
| Expertise | Collaborate with financial experts like certified financial planners or chartered financial analysts to create content. |
| Authority | Develop a strong online reputation with authoritative backlinks, like guest posts on reputable industry websites (e.g., Investopedia or NerdWallet) or mentions in popular news sources (e.g., Forbes or WSJ). |
| Trust | Offer credible information from reputable sources, like government websites (e.g., IRS, SEC) or established publications (e.g., The Economist, Barron’s); Keep content comprehensive, accurate, and up-to-date, such as regularly updated market analysis and insights, including quarterly economic reports or annual investment outlooks; Present information in a clear, concise, and organized manner, using headers, bullet points, and visual aids like charts or infographics to improve readability. |
Source: https://www.pwc.com/ca/en/
As more users access financial services via mobile devices, optimizing your website for mobile viewing is crucial.
Consider specific strategies to enhance the mobile experience:
Keyword research is crucial in understanding the search terms that are most relevant to your audience. Utilizing keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs can assist in discovering high-volume, low-competition keywords. Additionally, understanding the search intent of users can guide the selection of the most effective keywords. By aligning your content with user intent, you can improve its relevance and performance in search engine results.
Keyword Types and Examples for Wealth Management Company
| Keyword Type | Keyword Examples |
| Primary Keywords | “wealth management services” |
| Secondary Keywords | “investment advice”, “financial planning”, “retirement strategies” |
| High-Volume, Low-Competition Keywords | “best investment strategies for millennials” |
| Long-tail Keywords | “small business asset management solutions” |
| Local Keywords | “financial advisor in Toronto”, “wealth management in Oakville” |
| Voice Search Keywords | “What are the top financial planning tips for young professionals?” |
Understanding and aligning with search intent is a critical aspect of effective keyword strategy. This involves analyzing what users want to achieve when they enter certain search terms and tailoring your content to meet those needs. Whether they’re seeking information, wanting to purchase a service, or comparing different services, your content should cater to these specific intentions to improve engagement and conversions.
After identifying your target keywords, the next step is to generate high-quality, informative content centred around these terms. This process involves more than simply embedding keywords into your content – it’s about providing substantial value to your audience that not only meets their immediate needs but also positions you as a trusted expert in your field.
Here are a few examples of how to create and optimize your content:
By offering relevant, valuable content that directly addresses your audience’s needs and queries, you enhance your chances of ranking higher in search engine results. This strategy not only increases your website’s visibility but also helps attract more qualified leads, boosting your conversion rates.
Pillar pages and content clusters are key components in organizing and showcasing your expertise. A pillar page provides a comprehensive overview of a significant topic, supported by content clusters that delve into related subtopics in detail. This approach enhances both SEO and user experience by making content easy to find and navigate.
Example: A pillar page on “Retirement Planning” could be linked to content clusters discussing “401(k) vs. IRA,” “Social Security Benefits,” and “Retirement Tax Strategies.”
Follow these steps to craft impactful content clusters:
Expert content plays an indispensable role in embodying E-A-T principles (Expertise, Authoritativeness, and Trustworthiness), particularly in the financial sector. This is not merely content of high quality, but it is content created by professionals who possess significant expertise in the field. By showcasing the author’s credentials and experience in the author’s bio, you can underline the expertise behind the content. This practice bolsters your search engine rankings and builds credibility with potential clients.
Example: A wealth management company could engage a Certified Financial Planner or a Chartered Financial Analyst to author a comprehensive guide on “Tax-Efficient Investment Strategies.” The author’s bio would highlight their credentials and industry experience, establishing the expert status of the content.
Similarly, a video series featuring interviews with these industry experts could be produced, where the experts’ qualifications and accomplishments are introduced at the beginning of each video. This strategy positions your brand as a reliable source of financial information, increases conversions, and enhances client engagement, all while building your reputation as a trusted authority in your field.
Improve your website’s Google search ranking with these on-page SEO tactics:
Enhance local SEO by optimizing your Google Business Profile:
Strengthen your site’s authority and ranking with high-quality backlinks:
The essence of this guide emphasizes the strategic importance of SEO for financial advisors and firms. By focusing on SEO enhancements and staying abreast with industry trends, financial professionals can outperform competitors, connect with a broader audience, and reinforce their authority, thereby driving sustainable growth and success.
Elevate your financial services business by teaming up with Numero Uno Web Solutions. With profound knowledge and experience in managing financial sector websites, we are well-equipped to tackle the distinctive challenges in insurance, banking, wealth management, mortgages, fintech, and more.
Our team of experts will work in collaboration with you, designing a bespoke strategy that strengthens your online presence and aligns with your business goals. We achieve this by leveraging top-notch content creation and optimizing your website for SEO. Reach out to us today to uncover how we can help your financial services firm excel in the digital landscape.
It’s fair to say that content strategies have never been more critical—or more challenging—than they… Read More
There's that saying that the greatest obstacle to progress isn't ignorance but the illusion of… Read More
Your "About Us" page isn't just about telling your story—it's a chance to connect with… Read More
Did you know that nearly half of all online searches are now conducted via voice?… Read More
As we reach the final installment of our three-part series on thought leadership content for… Read More
As a lawyer, you know how important it is to establish your firm as a… Read More