How to master SEO for financial advisers: a full guide

Financial advisers in the UK operate under unique challenges. As regulated professionals, they need visibility on Google without sacrificing compliance or depth. Today’s landscape demands more than stuffed keywords and generic content. With voice search, AI-driven SERPs (like Google’s SGE), and strict YMYL/E-E-A-T standards, advisers must adopt innovative strategies to win organic traffic. This guide dives deep into advanced tactics – from conversational search optimisation to managing unlinked brand mentions – all tailored for financial services. 

Voice search and local optimisation for advice firms

More people than ever rely on voice assistants for financial queries. Around 20–21% of consumers use voice search regularly, and smart speaker ownership was projected to reach 75% of households by 2025. Crucially for advisers, most voice searches have local intent: studies show over half of users employ voice to find local business information. Queries are conversational (“How do I know if I need a financial adviser near me?”) rather than specific keywords.

Natural language

To capture this traffic, craft pages around natural questions. Instead of “pension adviser London,” use a FAQ or blog post answering something like “Who can help with my pension planning in [region]?”. Embedding those questions in content signals relevance to voice queries.

Also, ensure Google Business Profiles and directories are up to date: voice assistants pull location and review info. In fact, having more client reviews on platforms like VouchedFor not only builds social proof but also creates extra crawlable content for Google (more original text improves ranking). Encouraging satisfied clients to leave reviews does double duty: it boosts your local search prominence and signals fresh content to Google.

Technical details

From a technical side, speed and mobile readiness are critical. Voice users often act fast and expect instant answers. Google’s internal data suggests featured snippet answers (the basis of many voice results) tend to be concise, ~29 words on average. Structure answers clearly, with bold questions and short paragraphs or bullet-like steps (in text) to improve the chance of being featured. Use schema markup like FAQPage or Q&A where helpful, so Google can better parse Q&A pairs. The Google Developers guidance stresses the importance of user-focused, helpful content – in voice SEO, that means being the immediate answer to clear questions.

AI-driven search changes keyword strategy

Google’s embrace of AI is shifting keyword thinking. The Search Generative Experience (SGE) and RankBrain mean Google’s algorithm now interprets intent and context far beyond exact terms. Instead of targeting isolated keywords, think in topics and intent clusters. For example, a “retirement planning” service page should interlink with content covering specific retirement questions, creating a hub-and-spoke content structure. Such internal link hubs help Google’s AI map your expertise across related topics.

In-depth articles

Google’s own advice for AI-enhanced search emphasises “unique, non-commodity content” that genuinely helps users. In practice, this means writing as experts: use case studies, client scenarios or specific examples of your service. An adviser might publish in-depth articles like “Managing your pension in retirement: a step-by-step guide.” When AI overviews display your content, they tend to pick pages with credible detail and clear structure.

AI results dive deeper

Also, AI-driven search is showing that typical click-through patterns may change. A recent Semrush analysis found that nearly 9 out of 10 webpages cited by ChatGPT were not even in the top 20 organic results. This indicates AI may surface deeper content based on quality rather than classic ranking metrics. To future-proof for SGE, build topical authority: acquire links from reputable sites (press quotes, industry roundups) and generate unlinked mentions by thought leadership. Google’s SGE still lists sources, but only a few. Earning those top slots means prioritising trust signals: clear author bylines, expert quotes, and transparent sourcing.

Content and brand signals

Beyond your own site, strategic content distribution can amplify SEO. Syndicating articles or republishing research on reputable platforms (like LinkedIn Pulse, industry magazines, or partner blogs) extends your reach. When done properly (with canonical tags or links back), syndication can raise your brand’s visibility and backlinks. Syndication signals to search engines that other platforms recognise your site as an authoritative source, boosting domain authority. In practical terms, publishing a thought leadership piece on a high-authority site and linking back to your site increases recognition.

Building relevance

Similarly, unlinked brand mentions (your firm’s name mentioned without a link) can subtly influence SEO. Google’s AI-driven search appears to reward brand popularity. Research by Kevin Indig shows a strong correlation between how often a brand is searched or mentioned and how frequently it appears in AI results. In plain terms, the more buzz you build – blog interviews, podcasts, news quotes – the more Google’s models see you as relevant. Converting those mentions into links is ideal, but even mentions alone improve your entity recognition.

So encourage PR and thought leadership outreach. Get featured in finance news or local press. Track when advisers or services are cited (tools like Semrush or Brand24 can alert you). When you see an unlinked mention on a respectable site, politely request a backlink; this is often easier than cold outreach. Turning existing mentions into links strengthens E-E-A-T by connecting contextual references back to your site.

Also, monitor your brand search volume. In AI-driven SERPs, a recognisable brand name gets a visibility boost. Encourage branded searches by being active on social media (especially LinkedIn in the UK advisor world) and by asking satisfied clients to search and share your name. Over time, Google’s models will pick up on that popularity.

Leveraging review and directory platforms

Online review and aggregator sites like VouchedFor, Unbiased and Trustpilot play a special role. These platforms often rank on page one for adviser searches, and they drive trust signals. For example, having many 5-star reviews on VouchedFor not only reassures prospects but also feeds Google fresh, user-generated content about your firm. Each review is new text on the web mentioning your name. Google sees this as relevant, fresh content which can improve your visibility. In fact, VouchedFor’s own guidance confirms that more reviews create more original content for Google, which can improve SEO ranking.

To optimise this channel, fully complete your profiles on these sites. Write a concise “About” blurb on each profile (VouchedFor requires at least 50 words to be indexed). Encourage clients to leave recent feedback to keep your profile active. Some sites offer widgets or badges to embed on your website – these not only show social proof but subtly create a connection between your site and the platform, reinforcing trust in Google’s eyes.

Google Business Profile

Don’t forget classic Google Business Profile reviews either. A well-managed profile with high ratings directly improves local rankings. Since about half of advisory searches have local intent, being prominent on Google Maps and in local packs is invaluable. Ask satisfied clients to leave a Google review, and promptly respond to any feedback. This not only boosts SEO but also meets Google’s expectations of active, engaged businesses.

YMYL and E‑E‑A‑T: Building trust in financial content

All financial advisory content is “Your Money or Your Life” (YMYL) in Google’s terms. YMYL pages are held to the highest scrutiny because bad advice could financially harm readers. As a result, Google’s Quality Raters and algorithms demand strong E‑E‑A‑T: Experience, Expertise, Authoritativeness and Trustworthiness. Practically, this means every piece of content must be meticulously accurate, clearly sourced, and authored by credible experts.

Citing credible sources

For compliance and trust, always cite authoritative references (e.g. FCA guidelines, official statistics). Use bylines and bios to highlight qualifications – an author bio that notes CFP or Chartered status directly signals expertise. Similarly, add a clear “About Us” and “Contact” page with company credentials. Google’s own raters are instructed to look at the About page to understand the business purpose and trust.

Financial disclaimers

Disclaimers are important in financial services. If discussing specific strategies or products, include a balanced summary of risks vs benefits. Ensure any promotional language aligns with FCA guidance on financial promotions (clear, fair, not misleading). In SEO copy, this might slow content creation, but it also protects rankings: Google penalises YMYL pages with errors much more severely.

Usefulness above all

As Google’s recent Search Central blog emphasises, focus first on helpfulness: if your content genuinely helps a client with a common question (“What should I consider when buying a pension annuity?”), you’re on the right track. Then layer on E‑E‑A‑T: link to credible sources (NHS for health, FCA or gov.uk for finance), use quotes from certified experts, and keep information up-to-date.

In the finance niche content quality is SEO. AI-driven search will likely favour content that demonstrates E‑E‑A‑T. For example, Google’s SGE often shows links to multiple sources; those trustworthy pages win. Thus, filling your content with verifiable facts, expert voices, and transparent sourcing will align with Google’s evolving AI emphasis on quality.

Technical SEO: structured data and site architecture

Technical excellence underpins all of the above. Ensure your site is crawlable, fast and secure. Use HTTPS and optimise images and code for speed; page load time matters more when voice and mobile use dominate. Implement a mobile-friendly design (responsive layouts) since many users now search on handheld devices.

Schema

Structured data (schema) is an advanced opportunity often underused. By marking up pages with schema.org tags, you help Google’s AI and rich results features. For service pages, consider using FinancialService or LocalBusiness schema to define your services and location explicitly. Also, employ FAQPage markup on Q&A sections, or Article markup on blog posts, so Google can easily identify key info. Google itself advises using structured data correctly, ensuring it matches visible content. So if you claim a service offers “retirement planning”, make sure “retirement planning” text appears on the page. A proper schema can increase the chance of rich snippets and AI cards referencing your content.

Internal linking

Equally important is internal linking structure. Create clear “hub” pages for major topics (e.g. “Retirement Advice” or “Mortgages”) and link from them to related articles (e.g. “How to choose an annuity”). This strengthens thematic relevance. Interlinking posts on related queries helps Google understand your content’s scope. For instance, a pillar page on “Financial planning” might link to blog posts on pensions, ISA saving, or estate planning. Each blog then links back to other relevant pages. This well-organised cluster boosts overall SEO authority. Think of it as building a content web centered on key services.

Outbound linking

Linking out to credible sources is also part of technical trust signals. Outbound links to government sites or industry bodies (FCA, HMRC, etc.) can reinforce your content’s accuracy. Finally, maintain an up-to-date XML sitemap and submit to Google Search Console so crawlers see the latest page relationships. A clean site architecture – with no orphan pages – maximises the SEO benefit of all content.

Can financial advisers do their own SEO?

Crafting fully compliance-approved, SEO-optimised content under FCA rules can be time-consuming. Agencies like Finnus specialise in this balance, creating content that satisfies both Google’s algorithms and regulatory oversight. We also stay up to date with Google’s rapid AI changes – something busy advisers might struggle to track.

That said, even if an adviser uses an agency or consultant, learning the basics internally is valuable. Understanding local SEO principles, encouraging client testimonials, and maintaining a linkable blog are all synergistic with expert support. In essence, advisers can perform many tactical SEO actions, but partnering with a specialist ensures strategy and execution (and content compliance) are robust. This collaboration can free advisers to focus on client work, knowing SEO is handled by experts who understand the financial space. 

(See our case studies from currency exchange and lending clients – after dedicated SEO campaigns they saw 7,780 keywords in top rankings and major traffic gains.)

Ranking on Google as a financial adviser

Mastering SEO for financial advisers means blending solid fundamentals with forward-looking tactics. Voice and AI search demand natural language and credibility. Syndication, mentions and reviews extend your authority beyond your site. And everywhere you write, YMYL and E-E-A-T principles are non-negotiable. By treating content as both a technical and trust-building exercise, advisers can thrive on Google’s results pages.

Keep the focus on quality: well-researched, client-focused content that answers real questions. For more tailored insights, check out our posts on SEO for financial services and the importance of YMYL, which explore these themes in depth. With the right strategy, your advisory firm can capture the high-intent traffic it deserves – and convert those clicks into client enquiries.

Ready to see how high-quality SEO content can drive enquiries? View our results and case studies on the Finnus Results page to learn how expert content and SEO support have helped firms like yours grow.