A strong online presence can open the door to more leads, better visibility, and long-term growth for financial advisors. But the path to getting there isn’t always straightforward. You’re speaking to a selective audience, competing in a crowded market, and now, adapting to a search landscape that includes both Google and AI-driven tools.
Finding the right SEO agency for financial advisors isn’t just about technical skill – it’s about finding a partner who understands your business, your clients, and can position your firm in front of them when it matters most.
In this guide, we’ll walk through what to look for in an agency, how to spot one that truly understands financial services, and the questions that will help you decide if they’re the right fit for your goals.
What to Look for in an SEO Agency That Specializes in Financial Services
The right agency should help you stand out for the right reasons – to bring in leads who are a genuine match for your services. Here are key traits to look for:
1. Proven Track Record in Financial Services SEO
Check if they’ve successfully worked with financial advisors, RIAs, or wealth management firms before. This experience means they already understand investor concerns, the decision-making process, and the unique positioning needed in a trust-based profession.
2. Ability to Dig Deep for Content Marketing Topics
The best SEO strategies go beyond basic keywords. They require an understanding of your industry to spot the topics that truly matter to prospective clients. Without a background in financial services, an agency may not know which complex issues, emerging trends, or seasonal concerns are worth covering. Look for a team that can connect market trends, client questions, and your firm’s expertise to create content that builds trust and positions you as a knowledgeable guide.
3. Demonstrated SEO Results for Financial Advisors
Case studies and real performance data matter. Ask for examples showing growth in traffic, improved rankings, or more high-quality inquiries from the right audience.
1450% Growth in Organic Traffic Leads to More Appointments
- Local Search Optimization
- On-page SEO
- Refreshed existing content
- Published new original content
- Increased traffic, leads, and the number of clients
RIA Firm Increases Organic Traffic By 1250% Through SEO Content
- Local Search Optimization
- On-page SEO
- Refreshed existing content
- Published new, original content
- Increased traffic, leads, and the number of clients
4. Traditional, Local, and AI Search Optimization Expertise
Your SEO strategy should work across all the places people might find you online – not just one. While traditional KPIs like keyword rankings and organic traffic are still important, they no longer tell the full story. Visibility now spans search engines, map listings, and AI-driven results.
A well-rounded agency will bring expertise in all three:
- Traditional SEO – Optimizing your website’s structure, content, and on-page elements to rank for the searches your ideal clients are performing.
- Local SEO – Claiming and enhancing your Google Business Profile, maintaining accurate local listings, and creating location-focused content to attract nearby prospects.
- AI Search Optimization – Structuring your content so it’s easy for AI tools to interpret and surface in conversational answers, summaries, and voice queries.
By blending these approaches, an agency ensures you’re findable whether someone types a query into Google, checks a map, or asks an AI assistant for advice.
5. Transparent Reporting and Evolving KPIs
The way we measure SEO success has expanded. Rankings and traffic are still part of the picture, but today’s search landscape demands a broader view of visibility and engagement.
A strong agency will provide regular, easy-to-read reports that show:
- Organic traffic trends – How many visitors are finding you through search engines and how that traffic changes over time.
- Keyword rankings – Performance for agreed-upon, high-value search terms.
- AI search visibility – Instances where your content appears in AI-driven search responses, summaries, or voice queries.
- Conversion rates – The percentage of visitors taking meaningful actions, such as scheduling a consultation or downloading a guide.
Clear, consistent reporting lets you see the direct impact of your investment and how the agency is adapting your strategy as search evolves.
How to Choose the Best SEO Partner for Your Financial Advisory Firm
The right agency for you will be the one that can adapt to your business and your market – not the other way around.
1. Look for Tailored SEO Strategies
Pre-set “packages” often overlook the specific needs of financial advisors. Your services, clients, and goals are unique, and your SEO plan should reflect that.
2. Prioritize Financial Industry Specialists Over Generalists
An agency with financial services experience can:
- Speak directly to investor concerns
- Understand the advisor sales cycle and long trust-building process
- Spot keyword and ranking opportunities others might miss
Generalist firms – whether they lack deep SEO expertise or industry knowledge – often miss these nuances.
3. Consider Full-Service Capabilities
If you’re building or redesigning your website, it’s worth working with an agency that handles both SEO and design. This ensures:
- Site architecture is built to support SEO from the start
- Page speed and hosting choices are optimized
- There’s one point of contact for both strategy and execution
Full-service teams also tend to integrate analytics and CRM tools so you can measure results from first click to booked meeting.
Key takeaway: Look for a partner who can combine tailored planning, industry expertise, and full-service delivery to set you up for growth.
Once you’ve narrowed your list, it’s time to ask the right questions to make sure the agency you’re considering can truly deliver.
Questions to Ask a Prospective SEO Agency
Here are five questions that will tell you a lot about how an agency works – and whether they understand your world:
1. How do you measure SEO success for a financial advisor?
Look for clear KPIs like traffic growth, keyword rankings, lead conversions, and AI search visibility.
2. How do you ensure content speaks to my target audience?
Look for a defined process for audience research and topic development, not just keyword lists.
3. Can you share case studies or references from other advisors?
Look for measurable results from clients with similar profiles to yours.
4. How do you adapt strategies for AI-driven search?
Look for experience structuring content for conversational answers and tracking AI visibility metrics.
5. What’s your approach to technical SEO during a new site build or redesign?
Look for planning around architecture, speed, and on-page SEO from the very beginning.
Red flags:
- Guaranteed top rankings
- Vague reporting
- One-size-fits-all plans
- No history in financial services
Key takeaway: Good answers should make you confident the agency understands your clients, your market, and where search is headed.
How to Choose the Right SEO Agency FAQs
1. What should I look for in an SEO agency that specializes in financial services?
Look for proven experience with financial advisors, the ability to create in-depth, audience-focused content, skill in both traditional and AI search optimization, and transparent workflows and reporting on results.
2. Are there SEO agencies that offer tailored support for small financial advisory firms?
Yes, that industry expertise and experience can make for a big difference in the competitive financial SEO landscape.
3. Which digital marketing agencies specialize in SEO for financial advisors?
Advisor Rankings is of course an agency that specializes in SEO for Financial Advisors. Those agencies will clearly optimize themselves as specialists, as opposed to dedicating one page in their website to SEO for Advisors.
4. How can I find a digital marketing agency that offers comprehensive SEO and website design services for financial advisors?
It is definitely best to engage with search optimization when planning a new site or redesign. Most agencies are design focused and offer SEO as an option. If you are serious about being found through search, look for agencies that are SEO-first focused – you want a website that will be found and convert prospects to leads, in addition to looking good.
5. What questions should I ask a prospective SEO agency to ensure they’re a good fit?
Ask about their KPIs, audience research process, case studies, AI search strategies, and approach to technical SEO during site builds.
- How much does SEO for financial advisors cost? Costs vary based on scope and agency expertise, but most firms should budget between a minimum $1,500 and $5,000 per month for a comprehensive SEO strategy.
- How long does it take to see results from SEO for financial advisors? It depends on where you are starting, but most firms will begin seeing improvements in keyword rankings, impressions, traffic, and visibility within 2 – 3 months, however, it will probably be 12-18 months before SEO becomes a real source of leads.
iii. What is the difference between SEO and digital marketing for financial advisors? SEO part of digital marketing – focussing on improving visibility in search engines, while digital marketing as a whole is broader and may focus on or include additional channels like social media, paid ads, and email marketing.
- Is SEO worth it for independent financial advisors? Yes, it can help provide advisors a long-term funnel of qualified leads if the advisor is patient and persistent.
- What is AI search optimization and why does it matter for financial advisors? AI search is becoming a bigger player in helping searchers to find the right financial advisor. AI Optimization (AEO and GEO) is the process of making sure that the advisor is visible to the AI platforms through relevancy and authority signals.
The right SEO agency doesn’t just understand rankings – they understand how to connect you with the clients you want to serve. Look for a partner who blends industry knowledge, tailored strategies, and measurable results.
Brent is the owner of Advisor Rankings. He has an MBA in Financial Planning. specializes in SEO, and has been working with Advisors since 2009. In addition to this blog, he has contributed to Search Engine Journal, XY Planning Network, and other industry blogs. He has presented at NAPFA, FinCon, and XYPN.
