Optimising your financial services website for local search

Two people will rarely see the same search results because Google will often personalise the results to the user, including their location, pushing businesses or services in their area higher in search results. This is even more likely for locally sensitive searches like ‘bank near me’ or ‘wealth management leeds’.

If you optimise your website for local queries, you’ll appear more prominently in results when people in your area search for your services. But what gives you the best chance of being ranked?

What is ‘local SEO’, and does it matter for financial services?

Local SEO is a strategy that increases your chances of ranking for locally sensitive searches, or searches for your product or service near you. This could be evidenced in the normal search results or as part of ‘local packs’, which are a mini list of local businesses within the organic listings, like this one:

In a competitive field like financial services, that kind of visibility is golden and local SEO provides a good way to get to the top of results ahead of competitors' websites that might not optimised for local searches, even if they are a bigger brand.

Getting local SEO right means more people visit your website, learn about your services and ultimately get in touch. For financial services, that’s a great opportunity to turn visitors into trusted clients, particularly ones looking to partner with businesses nearby. People searching for a business near them are closer to converting. Rather than looking for information about a type of business, they are looking for one nearby. So they probably know that they need the service, they are just looking for the right business to partner with.

The simplest way to consider local SEO is to find as many ways as possible to indicate to Google where your business operates. So if a search engine clearly understands what you do and where you do it, they can recommend it to users with confidence. Let’s consider a few ways to make your business location clearer.

Setting up a Google Business Profile

One of the most impactful ways to indicate where you operate to search engines is your Google Business Profile (GBP). Think of it as your online business card that helps people find you and learn about your services, straight from the search results.

A GBP can indicate where you operate your business (a separate listing can be created for each location if you operate multiple branches).

This is useful for search engines, and for users, who can see your listing in search results as part of the local pack and find your business address and contact details. So not only does this have the potential to affect search traffic, but it can even increase your business’ footfall by indicating where to find you.

How to set up your GBP

1. Claim and verify your profile

Start by claiming your GBP if you haven’t already. You can normally find the listing by searching for your business name. When you attempt to claim it, Google will send a verification code by post to your business address. This is to be entered online, so they know you’re legitimate. Verified profiles rank higher and build trust with clients who need local services like yours.

2. Filling in and optimising your listings

After verification, it’s time to start filling in your listings. Make your profile as detailed as possible, here’s what to include for all your locations:

• Use your actual business name (no extra keywords here), write a clear business description highlighting what you offer, and be specific about your location.

• Add high-quality photos of your office or team to give clients a better sense of your space.

• Be sure to leave a link to your website in the listing too, so customers can easily transition from the listing.

 

Finding and using location-based keywords

Local keyword research is about finding the specific terms your potential clients are searching for in your area, so you can use them on your website and try to rank for them specifically.

With the right keywords ranking, you’ll capture clients who are already interested in your services and just need to know where to go.

Picking local keywords

Use tools like Google Keyword Planner or SEMrush to find search terms that include your city or town, like “wealth management in [city]” or “retirement advisor in [town].” You might even consider looking at keywords related to neighbouring locations.

The more specific you can get, the better. These keywords help Google understand you’re here to serve local clients. They also provide an idea of demand in different areas and might indicate where you should prioritise.

Putting keywords to work

Once you have your keywords, use them across your website—on service pages, blog posts, and headers, where appropriate and natural.

If you operate in multiple areas, consider creating a location page for each, like “Insurance Services in [city]” (more on this below). This can help you rank higher for searches in that area. Sprinkle keywords into your meta descriptions and image tags to maximise your local relevance.

Optimising your website for local search

Once you know your keywords, weave them into your content naturally. Your site should speak directly to your audience, helping them see you as an expert who’s also part of their community.

Service and location pages

Set up dedicated pages for each major service, like wealth management or insurance. Tailor these pages to include location-specific keywords that show you serve clients locally. This could be in the page’s title tag or even the headings of specific sections describing where you operate.

If you’re in multiple cities or neighbourhoods, you could set up unique location pages for each branch to help you rank in searches across those areas. These pages could include case studies from your work in the area, any work you might do in the community and details of where to find your business.

Blogging with a local twist

Blogs let you dive into specific topics your clients care about. Writing on local issues—like “Estate planning tips for [city] residents”—not only helps you connect with clients but also gives Google more reasons to show your site to local users. You could link to these blogs from corresponding location pages.

Using Structured Data Markup

Adding structured data (or schema markup) to your site helps Google better understand the page information. By marking up your business details, Google can more accurately present your contact info in search results, making it easier for people to find and reach you.

Building and managing local citations

Changes on your website are not the only way you can show Google where you operate. Local citations are mentions of your business name, address, and phone number on other websites. These citations help validate your business’s local presence, making it easier for Google to recommend you in search results.

Keeping your info consistent

Your name, address, and phone number (NAP) should be consistent across all online listings, like Yelp or LinkedIn. This builds trust with search engines and clients, helping Google confirm your business as a legitimate local option.

Where to list for financial services

Alongside Google, list your business on sites like Bing Places, SmartAdvisor, and WiserAdvisor. You might also try websites like Yell or Yelp. Having your info in these trusted directories not only builds credibility but also helps people find you when they’re actively searching for local services.

Managing client reviews to build trust

Reviews are huge for local SEO, especially for financial services where trust is essential. Positive reviews boost your ranking and encourage new clients to trust and choose your services.

Asking for reviews

Politely ask satisfied clients to leave a review on your GBP. After a successful consultation, send an email with a link to your GBP, making it as easy as possible for clients to leave feedback.

Responding to reviews

Responding to reviews shows you care. Thank clients for positive reviews and address any issues in negative reviews professionally. Clients value businesses that actively engage with feedback, which can help sway new clients in your favour.

Using reviews on other sites

Alongside Google, encourage clients to leave reviews on Facebook, Yelp, and industry-specific sites. The more positive reviews you have across platforms, the stronger your online reputation becomes.

Building local links to boost authority

Local backlinks, or links from other local websites, help Google see you as a trusted part of the community. They also drive local traffic to your site, which is great for business.

Partner with local organisations

Collaborate with local charities or sponsor community events. These partnerships often lead to mentions and links from community websites, boosting your SEO and showing you’re invested locally. It also increases positive word of mouth for your organisation too.

Contribute to Local Publications

Consider writing guest articles for local blogs or publications. Articles on “Top Financial Tips for [city] Residents” or “Investing for Families in [town]” connect you to local readers while providing those valuable backlinks.

Tracking and adjusting your SEO strategy

Tracking your local SEO efforts lets you see what’s working, so you can adjust and keep improving. Tools like Google Analytics and GBP Insights offer a window into your site’s local performance.

Key metrics to watch

Look at website traffic, time on site, and conversion rates to measure how local SEO is driving clients to your site. GBP Insights can also show you how people find and engage with your profile, including calls and direction requests. Google Search Console can also indicate what users were searching for before clicking on your website, so you could use this to see whether local search queries were the ones driving clicks.

Making data-driven changes

Use your insights to refine your strategy. If certain keywords or services bring in more traffic, focus more on those areas. The goal is to keep adjusting to stay ahead in local search. Some locations may prove to be more popular than others (this will generally be towns and cities closest to your premises), so working harder to rank prominently in these areas should be a priority.

Summary

For financial services businesses, local SEO isn’t just a marketing tool, it’s a critical strategy for building trust and growing your business in the communities you serve. Whether you’re a debt relief agency or an investment firm optimising for local search terms can help you rise above competitors, attract local clients actively searching for your services, and create lasting relationships.

In today’s competitive digital landscape, those who prioritise local SEO could have a significant edge, turning online visibility into tangible growth. If you want to find out more about how your business can be more visible to potential customers in your area give us a call.