Expand the Online Presence of Your Financial Services Business with Search Engine Optimization (SEO)

Last Edited by: Mattie Boone, Associate Marketing Consultant, Marketing, LPL Financial

Last Updated: March 06, 2023

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As a financial advisor, traditional marketing tactics are great for gaining prospects, but they don’t always ensure you’re reaching your full potential for visibility. By implementing search engine optimization (SEO) into your marketing strategy, you can enhance your digital footprint, optimize your online presence, and make it easier for clients and prospects to find you with a click of a button.

What Is SEO?

Simply put, SEO is the process of improving your website and online platforms to increase visibility on search engines like Google and Bing. Maximizing SEO in your online marketing collateral helps position you near the top of a search results page.

The concept of SEO has evolved over time as search engines gain more capabilities, making it much easier for investors and potential clients to find your website from a simple search.

How to Get Started With SEO

An overwhelming majority of consumers—81% in fact—conduct online research before buying a product1. Therefore, it’s crucial to have a welcoming platform they can easily find and engage with.  Enhancing your website by implementing the following SEO best practices will help elevate your placement in search engine results.

Utilize Keywords

Keywords are common words or phrases people enter into search engines to find what they’re looking for. Think of the keywords investors might use to search for the financial services you offer, and sprinkle them throughout your website, URL, business description, and online marketing materials.

Here are some examples:

  • Financial advisor
  • Financial advisor near me
  • Certified Financial Planner™
  • Financial consultant
  • Personal financial advisor
  • Registered investment advisor
  • Wealth advisor
  • Bank/Credit union near me

Pro Tip: Include the names of cities and towns where you want to do business so investors searching for a financial advisor in those areas can find you.

If you want to highlight specific business services, use words like “financial planning”, “insurance”, or “investment planning” on your website. The more keyword-rich content the better, especially on your homepage.

This is also a great opportunity to refresh any outdated messaging and ensure your information is accurate and up-to-date. As potential clients discover your site, you want to ensure it is accurate and portrays your professionalism, knowledge, and experience.

Enhance Your Digital Presence

Remember your social media platforms—LinkedIn, Twitter, and Facebook posts are driven by SEO as well. For example, if you frequently post about a certain topic, LinkedIn will recommend you as a specialist in that area.

With social media, it’s important to post a mix of personal and business-related content to establish your personal brand. The key here is consistency. Keeping these pages fresh and up-to-date will increase your SEO due to your consistent engagement on the platform.

Pro Tip: Current LPL financial professionals, don’t forget to leverage Marketing on Demand for SEO-friendly, pre-approved content!

Establish a Google Business Profile

Creating a Google Business Profile is one of the best ways to boost your SEO and promote your business across Google products, like Maps and Search. Also, verified businesses on Google are twice as likely to be considered reputable.2

To get started, you’ll need to add or claim your business on Google by following these steps.

To claim your business:

  1. On your computer, open Google Maps.
  2. In the search bar, enter your business name.
  3. Choose your business name and click Claim this business > Manage now.
  4. Select a verification option, and follow the on-screen steps.

To add your business:

  1. On your computer, sign in to Google Maps.
  2. You can add your business in 3 ways:
    • Enter your address in the search bar. On the left, in the Business Profile, click Add your business.
    • Right-click anywhere on the map. Then, click Add your business.
    • In the top left, click Menu>Add your business.
  3. Follow the on-screen instructions to finish signing up for your Business Profile.

After you verify your information:

  • It can take a few weeks for your updated business info to show across Google.
  • You can update and add to your info at any time. Learn how to edit your profile.

Find your profile:

  • On Google Search, search for My Business.
  • On Google Search or Maps, search for your business name and city.
  • In your Google Maps app, at the top right, tap your Profile picture or initial > Your Business Profile.

Pro Tip: Current LPL financial professionals, check out the SEC Marketing Rule page on the ClientWorks Resource Center for more on Google Business Profiles.

SEO is an always-evolving process. The marketing journey is all about progress, so aim for quality over quantity.

Questions and Consultations

If you have questions or would like to schedule a one-on-one consultation, or if you’d like to subscribe and receive email alerts when new articles become available, contact LPL Marketing Consulting at (800) 877-7210, Option 9, Option 5, Option 1, or email Marketing Consulting.

If you’re interested in a digital marketing strategy that is executed on your behalf, please visit LPL Business Solutions Discover Marketing to complete the form, and a member of their team will be in touch with you directly.

Consult your compliance department for information about the rules and use of social media and the review of all advisor marketing materials.

1 GE Capital Retail Bank’s second annual Major Purchase Shopper Study

2 Google Business Profile Support


Mattie helps to guide advisors and administrators on how to easily and effectively market their practice, and ensure that the goals and integrity of the practice is maintained. View full bio.