On-Page SEO For Financial Planners

On-Page SEO For Financial Planners

On-page SEO involves optimising the content on your website and blogs to be search engine friendly. On-page SEO for financial planners is essential since this is the only aspect of SEO that you can 100% control. Since it’s the factor that you can control the most, it’s important to nail it.

Before you dive into on page SEO, you’re going to need the keywords that you want to rank for. You can use a keyword planner in conjunction with your buyer persona to identify the keywords and queries that your target market is likely searching for.

Financial Services Is Competitive

The unfortunate truth is that financial services is a competitive industry to rank for. Because of this, it’s important to create a page for each keyword. Don’t try and stuff all your keywords onto one page. There is going to be some natural overlap between keywords, however, have a specific page for the keywords you’re looking to rank for.

Let’s take a look at the factors for on-page SEO for financial planners.


The title is right at the top of your page and tells the search engines (and your readers) what the page is about. Make sure that your keyword is in the title and that it makes sense.

Header Tags

Technically, the title is part of the header tags (it’s the H1 header) but it’s also wise to use the other headers. H2 is used for sub-headings while H3 & H4 can be used to break up sections. Organise your headings around your content so it flows and makes it easy for your reader.

Body Text

Your keyword should appear naturally through the body of your content since it’s the topic you’re writing about. It is should appear in sub-headings and in lists/bullet points throughout the text. Also, include synonyms of your chosen keyword. A synonym is a word or phrase that means the same as your keyword but is different. For example, ‘big’ and ‘large’ mean the same thing. Think of synonyms for your keywords and place them throughout your body.

As a rule of thumb, your keyword should appear in your content as early as possible, usually within the first paragraph.


Search engines are becoming more advanced, however, there is still something they cannot do – they can’t view images. If you’re using images as part of your financial content, then you’re going to want the search engines to know about your image. Filling in the ‘alt-text’ for each image on your page will help search engines identify what is in the image. This is an opportunity to include your keyword. For example, if your content contains a nice graph of the ASFA retirement lifestyle standards estimates, then you’ll need to complete the ‘alt-text’.

Meta Description

The meta description is the text that search engines usually display when they are showing your page in the search results. You are limited to the number of characters, so you need to be succinct. It’s a good idea to include your keyword in the meta description.

Internal Links

Internal links are links from your current page to other pages on your website. It helps search engines read your website as well as leads visitors throughout your site. Internal links also help to boost the authority of certain pages on your site. For example, Yoast calls target posts ‘cornerstone content’. These are pages/posts that you rank to rank high in search engines for. They are usually longer form and you’ll generally have multiple pages on your site linking back to the target page.

External Links

External links are links on your site that point out to other sites. It helps if you have external links that point towards high-authority sites. For example, the link I placed above pointing to the Yoast website is an example of an external link to a high-authority site. You’ll never be short of high-authority external sites to link out to, just think of the industry leaders for the subject that you are producing content for.

Follow The Process

The good thing about on-page SEO for financial planners is that the process is the same each time you create a post or page. It’s as easy as following a checklist. Just make your way through each of the factors and make sure that you are implementing each of the points.

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