Five common SEO mistakes financial advisers make (and how to fix them)

Financial advisers often struggle with search engine optimisation (SEO) because of common mistakes like neglecting local SEO, ignoring mobile optimisation and using poor keyword strategies.

These errors can harm your online visibility, decreasing potential lead volume. With simple, targeted fixes, financial advisers can significantly improve their rankings in search engines and attract more clients.

1 . Lack of Quality Content

Search engines prioritise websites with high-quality, useful content that effectively answers user queries. Thin or irrelevant content fails to engage users and diminishes trust in your expertise, making it harder to attract and retain clients. Financial advisers often fall into the trap of producing low-value content because of time constraints or a lack of resources, which can hurt SEO rankings and online visibility.

Here’s how you can start producing quality content:

Create educational blog posts : Write content that answers common client questions, such as “How to Save for Retirement” or “Investment Tips for Beginners”. These topics demonstrate your expertise and address the specific concerns of your audience.
Update your old blog posts : Refresh outdated blog posts with current insights and statistics to keep them relevant and useful. Regular updates show search engines that your site remains active and authoritative.
Diversify your content formats : Include videos, infographics or case studies alongside written posts. Visual content makes complex financial concepts easier to understand and keeps readers engaged.

As you consistently deliver quality content, you help to improve your search rankings and establish yourself as a trusted authority. If creating engaging, high-quality content feels overwhelming or too time-consuming, Hunter & Scribe’s team of expert financial writers can help.

Our team of experienced financial copywriters can help you craft blog posts, articles and other resources that resonate with your clients while enhancing your SEO performance. Let us help you turn your expertise into compelling content that drives results!

2 . Neglecting Local SEO

Financial advisers often overlook local SEO, a critical strategy for attracting local clients. By not optimising for local searches, financial advisers often miss opportunities to reach potential clients actively seeking services right on their doorstep.

Here are some important steps you can take to help improve your local SEO:

Claim and complete your Google Business Profile : Ensure it includes accurate contact details, business hours and location. Use location-based keywords in your business description to enhance visibility.
Use location-specific keywords : Incorporate phrases like “financial adviser St Kilda” or “wealth management Northern Beaches” into your website content, especially in headings and meta descriptions.
Encourage client reviews : Positive reviews significantly improve your local ranking and build trust with potential clients.

Local SEO is particularly important for financial advisers operating in competitive markets. If you need help optimising your site for local searches, Hunter & Scribe offers tailored SEO content writing services to help you stand out locally.

3 . Poor Keyword Strategy

Failing to use the right keywords, or overusing them, can sabotage your SEO efforts. Many financial advisers either cram keywords unnaturally into their content (keyword stuffing) or neglect to use relevant terms altogether. Both mistakes harm your rankings and make your content less appealing to readers.

Here’s how you can improve your keyword strategy:

Research keywords strategically : Use tools like Google Keyword Planner or SEMrush to identify the phrases your clients are searching for. Focus on terms that align with their needs and questions.
Target long-tail keywords : Specific phrases like “how to plan for retirement in Australia” or “best superannuation tips for Australians” attract qualified leads who are closer to making decisions.
Integrate keywords naturally : Avoid forcing keywords into sentences. Instead, weave them seamlessly into headings, subheadings and body text to maintain readability and flow.

A strong keyword strategy boosts visibility while keeping your content engaging and professional. If you’re unsure how to balance SEO with readability, Hunter & Scribe’s team of SEO copywriting experts can help. We specialise in creating optimised content for financial advisers that ranks well, without compromising quality or trustworthiness.

4 . Ignoring Mobile Optimisation

A website that isn’t mobile-friendly drives visitors away and negatively affects your search engine rankings due to Google’s mobile-first indexing policy. This means that if your site doesn’t perform well on mobile, it will struggle to rank well overall.

Here’s how you can optimise your website for mobile devices:

Implement responsive design : Ensure your website adapts seamlessly across different devices, providing a consistent user experience whether users are on smartphones, tablet or desktops.
Optimise mobile speed : Slow-loading pages frustrate users and can lead to higher bounce rates, negatively affecting your SEO. Use tools like Google’s Site Speed Tool to assess and improve your site’s loading speed.
Simplify navigation : Make it easy for users to find information on smaller screens by using clear menus and intuitive layouts. This enhances user experience and encourages visitors to stay longer on your site.

Prioritising mobile optimisation, you can improve your search rankings and build trust with potential clients. If you need help creating engaging content that fits all platforms, Hunter & Scribe offers expert web content creation services tailored to meet the needs of financial advisers.

5 . Skipping Technical SEO

Overlooking technical SEO is a big mistake for financial advisers, as issues like broken links, slow page speeds and missing meta tags can hinder your website’s performance and visibility. These technical problems frustrate users and make it difficult for search engines to crawl and index your site effectively, affecting your search rankings.

Here’s how you can fix technical SEO issues:

Regularly audit your site : Use tools like Ahrefs or Screaming Frog to identify technical issues. These audits help uncover problems such as broken links, slow-loading pages and missing meta tags.
Fix broken links : Replace or remove links that lead to error pages to improve user experience and prevent search engines from penalising your site.
Optimise meta tags : Write compelling meta titles and descriptions that include relevant keywords.

PAddressing technical SEO can help you improve user experience, enhance search engine rankings and ultimately drive more traffic to your site. If you need assistance fine-tuning these elements, Hunter & Scribe offers expert copywriting services. Our team can help ensure your website copy is technically sound and SEO-friendly.

How Hunter & Scribe Can Help Financial Advisers

As a leading copywriting agency in Sydney, Hunter & Scribe understands the unique challenges faced by financial advisers. From creating engaging blog posts, to optimising web content for SEO, we provide tailored solutions that enhance your visibility and builds trust.

Let Hunter & Scribe write engaging content for you that drives results.

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