How to Select the Best Keyword for your Advisory Firm’s Homepage

Are you a Financial Planner, Financial Advisor, Financial Adviser, or Wealth Manager? This is one of the first decisions you have to make when you optimize your website for search.

Why? Because the homepage is usually the highest authority page on a website, making it your best opportunity to rank for your most important keyword – usually a broad, high search volume, and highly competitive keyword. 

5 Considerations When Selecting the Keyword for your Advisor Website’s Homepage

1. Personal Bias

Many advisors  I work with are comfortable using these terms, at least some of them, interchangeably – they do not feel one describes their practice better than another. In that case, you may want to use the keyword that has the highest search volume (SEE #3 below).

However, if you apply a different meaning to any of the keywords, for example, you may associate Wealth Management with a High Net Worth clientele, you want to make sure that you are using one that best describes your firm. 

2. Part of Your Firm’s Name

If your firm’s name includes one of the broad financial terms (i.e. Boise Wealth Management), there may be SEO and branding advantages for you to optimize your homepage for that keyword.

3.  Which Keyword has the Greatest Search Volume?

According to ahrefs’ free Keyword Tool, across the U.S. “Financial Advisor” is the most searched of these keywords:

Broad advisor keywords4. Which keyword is most popular with searchers in your area? 

Check Google Trends to see the most searched keyword in your state, metro area, or city. Read Most Searched Financial Title Keyword Over Time and By Region to learn more about how to use Google Trends.

Google Trends by Region5. Consumer Perception of Various Financial Titles

A recent article – How Financial Advisor Titles Shape Consumer Perceptions (August 20, 2021) – by Derek Tharp (PH. D., CFP®) on the Kitces’ Nerd’s Eye View blog, looked into research on how different professional titles are perceived by consumers across two scales: Competence and Loyalty. Of the financial titles included – unfortunately Wealth Management or Wealth Manager were not included – Financial Planner was just shy of Financial Counselor on the Loyalty component and was rated slightly higher than Financial Advisor on the perceived competence scale.

Consumer Perception of Financial Titles

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