Visibility on Google Maps is critical for financial advisers. Many users now rely on local search when choosing a service provider so showing up in the map pack – a collection of businesses that show in a local Google search – can drive real enquiries. 

This blog will provide actionable tips for optimising a Google Business Profile, explain how local SEO works, why Search Engine Optimisation, SEO for financial advisers, is so important, explore how to rank on Google Maps and highlight the long-term value of being discoverable in local search. 

What influences Google Maps rankings? 

Google determines local ranking based principally on relevance, distance, and prominence. A combination of these helps the search engine find the best match for a search. For example, their algorithms might determine that a business that's further from a prospect’s location is more likely to have what they're searching for than a business that's nearby and therefore rank it higher in local results. Local SEO for IFAs is critical for this reason.

Here are some tips to make it work for you. 

1. Claim and fully optimise your Google Business Profile 

Google Business Profile (formerly Google My Business) is a very useful, free promotional tool. Creating a Business Profile helps your clients find you on Google Search and Google Maps. The following Google Business Profile tips will guide you on how to claim or add your financial adviser Google listing:

• Head to google.com/business
• Click on ‘Manage now’
• Complete your financial adviser business name and click ‘Next’
• Fill in your address (unless you don’t have physical premises or you don’t want to show your location)
• Select the most suitable business category
• Add your contact number
• And enter your website URL  

It’s critical to fill in all fields accurately and completely. Outline important details on your services that paint your financial advice business in the most favourable light. And remember to add your opening hours for convenience.    

2. Use your business name correctly 

Keyphrase stuffing your business name violates guidelines and can lead to penalties. It’s a good idea to use your registered or commonly used trading name. 

3. Collect and respond to Google reviews 

Positive reviews help rankings as well as help you build trust. Local reviews play a vital role in your business’s reputation online and its local SEO performance. They act as social proof and determine the level of trust prospects have in you and your financial services brand. Request reviews by inviting all clients to give you their feedback. And make sure you are asking the right questions. This way, you should have a good indication of what Google reviews you are going to get. Respond to all reviews – good and bad. Show that you care about your clients and about providing the best possible service for all.  

4. Add quality photos and keep them up to date

Good quality photos of you, your team and your premises will make your profile more engaging. Make sure that all photos show your business to be professional, welcoming and trustworthy. By updating them regularly, this will show Google your business is active.  

5. Post updates regularly 

Google Business allows posts – use them to share updates, insights or seasonal services. This keeps your profile fresh and signals activity to Google. 

6. Build local citations and directory listings 

NAP stands for Name, Address, Phone number. It is crucial that your NAP is consistent and accurate across various listings as it’s helpful for your financial advice business’s visibility in local search results. Search engines like Google use NAP to establish a business’s relevance and legitimacy. And your NAP helps clients know how to get in touch with you. Include listings on:  

• Your Google Business Profile
• Your website
• Online directories
• Social media

Local citations can help with visibility too. They are mentions of your business’s NAP on a website that is not your own.

7. Embed Google Maps on your website 

Get found on Google Maps. Add a Google Maps embed on your contact page or homepage. This helps reinforce local signals and can contribute to higher visibility. 

8. Get local backlinks 

Getting mentioned on other local websites, such as news websites, blogs or business associations can help build trust and improve prominence. 

9. Optimise your website for local SEO 

When it comes to SEO for financial advisers, ensure your website includes your location in key areas like the title tag, meta descriptions and page content. This will help Google rank your financial advice business locally. And mention your city or service area where appropriate.

Recap: Strong local visibility and consistent Google Maps optimisation can help you improve your Google Maps ranking. Get the most from your Google Business Profile and show your business as being active and engaged.

WEBPRO knows

The most popular Google Business profile feature is checking businesses’ opening times.