INDUSTRIES
Local SEO for Financial Services
Nobody picks an accountant because the office is four minutes closer. Which means the map pack — the thing most local SEO is built around — is doing far less for you than you've been told. That's not bad news. It means the ground that does work is sitting largely uncontested.
Guides for Financial Services
How accountants, brokers, and advisors get found by clients who aren't searching in a hurry.
No guides have been published for this industry yet.
Why the Usual Local SEO Isn't Working for You
Your industry behaves least like a local industry. Your clients aren't rushing, they're assessing risk, and they aren't looking at a map. Which means the standard package does the least good here — and the unglamorous work does the most.
You're being sold proximity, and proximity isn't why you get hired.
Clients choose on referral, on credentials, on specialism. Almost never on distance. If your SEO spend is going into the map pack, it's going into the one place your buyers are barely looking — while the organic results, where they are looking, go to somebody else.
Your regulatory credentials are your strongest asset and you've buried them.
Registrations, licenses, professional bodies, disclosures. You treat them as compliance boilerplate and put them in the footer. They are, in fact, the single strongest credibility signal you own — and they are exactly what Google looks for on a page giving financial guidance. Nobody has ever told you to lead with them.
You're competing for a word that converts nobody.
"Accountant" is a term with plenty of searches and almost no intent. "R&D tax credit specialist." "Landlord tax accountant." "Self-employed mortgage broker." Those are the searches with a client on the other end — and they're far less contested, because everyone else is still fighting over the generic term.
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