Local SEO for Asset Managers:

10+ Key Strategies for Growth

If your firm hasn’t yet implemented local SEO, you’re likely missing out on a wealth of opportunities to connect with new clients. Each day, prospective clients are turning to search engines to find reliable local asset management services, often typing “asset manager near me” into Google or other search platforms.

Without a well-defined local SEO strategy, these individuals will discover your competitors rather than your firm, potentially losing you valuable business.

But don’t worry! We’re here to break down how local SEO for asset managers can be a game-changer for your firm. We’ll show you how to attract potential clients exactly when they are actively searching for services like yours, ensuring your firm stands out in the local search results.

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What Is Local SEO for Asset Managers?

Local SEO enhances your online presence to attract clients within your specific geographic region.

When people search for terms like “asset manager near me” or “financial advisor in San Francisco,” a strong local SEO strategy ensures your firm appears at the top of the search engine results pages.

Much like traditional SEO, you’ll need to conduct keyword research and optimize your website with relevant keywords in the right places.

However, local SEO goes beyond just optimizing your website. It also involves crucial factors such as your Google Business Profile and other local SEO tactics, which we’ll dive into in this guide!

Traditional SEO vs Local SEO

You’re probably familiar with traditional SEO – the process of optimizing your website to perform well in search engine rankings. However, local SEO is less commonly discussed, even though this powerful strategy can deliver exceptional results by helping more people in your local area discover your asset management services.

Traditional SEO

Traditional SEO aims to enhance website visibility in national or even global search results. For instance, if you create a blog post about “investment strategies for high-net-worth individuals,” this content will compete with asset management firms from all over the world.

Traditional SEO is a powerful marketing strategy for asset managers, offering benefits such as:

Attracting potential clients who are searching for asset management services across the nation or even internationally, depending on your firm’s goals.
Creating valuable evergreen content that continues to drive traffic long after it’s published.
Building your domain authority, which strengthens all of your local SEO efforts.
Establishing your firm as a thought leader within specific asset management niches.

If you want your website to rank well in Google search results, start with the right SEO keywords for asset managers.

However, traditional SEO for asset managers is highly competitive and can take time to yield significant results. Additionally, you may attract leads from areas where you don’t offer services or have licensing, which could lead to wasted opportunities.

Local SEO

Local SEO focuses on attracting potential clients within your specific geographic area. Rather than competing for broad terms like “wealth management services,” local SEO targets location-based searches such as “wealth management in San Diego.”

Many asset management firms overlook local SEO in favor of broader marketing strategies, but when executed correctly, it can be a highly profitable approach.

Studies show that 4 out of 5 consumers use search engines to find local information, and 60% of mobile users contact a business directly through the search results. This makes local SEO a powerful tool for connecting with prospective clients who are looking for asset managers in their immediate area.

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Why Local SEO for Asset Managers Matters

Local SEO for asset managers provides a direct way to connect with potential clients who are actively searching for your services and are located within the areas you serve.

When someone searches for asset management services, they typically need assistance soon—whether it’s portfolio management or retirement planning. Local SEO ensures your firm appears in front of these prospective clients at the precise moment they’re looking for your expertise.

Here’s what local SEO can do for your asset management firm:

Attract ready-to-convert clients in your area who are seeking asset management services now.
Increase visibility within your town, city, or state.
Help your firm stand out against larger asset management firms in local search results.
Enhance your credibility with positive client reviews and accurate business listings.
Establish a strong presence on Google Maps, where local clients are searching for services.
Connect with potential clients who specifically want a local asset manager.
Strengthen your reputation within the local business community.

If you’re interested in adding local SEO to your digital marketing strategy but don’t know where to start, we offer local SEO services to help you succeed.

Want to DIY? We’re sharing 10+ key strategies to help get your firm to the top of organic search results below!

What Is the Best Strategy for Local SEO?: 10+ Key Strategies

1. Focus on Local Keywords

Your website content should include terms that local clients use when searching online. Every SEO strategy is unique, but to improve rankings for your asset management firm, you typically need to add your city, neighborhood, or service area to your primary keywords.

For example, instead of just “wealth management services,” use “wealth management services in Miami” or “financial planning in downtown San Francisco.”

Here are a few key areas to incorporate local keywords:

Page titles and headings
Meta descriptions
Image alt text
Service pages
Blog posts
Contact page

Focusing on the right local keywords can improve local search rankings, but it’s important to avoid keyword stuffing. Use targeted local keywords where they sound natural and human.

Overusing keywords can lead to penalties from Google, so striking the right balance is key to maintaining solid SEO performance.

2. Optimize Google Business Profile

Your Google Business Profile is crucial for success with local SEO. A complete and accurate profile ensures your firm shows up in Google Maps and local search results. Be sure to:

Fill out every section of your profile
Upload high-quality photos of your office
Keep your business hours updated
List all the services you offer
Post regular updates about your firm
Choose the right business categories
Add special attributes (such as “serving high-net-worth individuals,” “fiduciary services,” or “financial planning consultations”)

Here are examples of well-done Google Business Profiles for asset managers in Chicago.

3. Create Location-Specific Pages

If your firm operates in multiple areas, it’s important to create dedicated pages for each location. For example, if your asset management firm has offices in both San Francisco and Seattle, you could create pages titled “Wealth Management Services in San Francisco” and “Wealth Management Services in Seattle.”

Each page should offer detailed information about that specific location, including your office address and the services you provide. Enhance the page by adding location-specific content, such as local market insights, relevant financial resources, or region-specific investment strategies. This will not only improve your local SEO but also provide more value to potential clients in each area.

4. Get Local Reviews

Client reviews are a key factor in boosting your local search engine ranking. When wrapping up work with clients, make sure to ask them to share their experience by leaving a review on Google.

You should also:

Respond to every review in a timely manner
Handle negative feedback with professionalism
Provide easy access for clients to leave reviews through direct links
Thank clients who take the time to review your services

Online reviews serve a dual purpose: they enhance your local search engine optimization and help build trust with prospective clients, showing them that your asset management firm is reliable and highly regarded.

5. Maintain NAP Consistency

NAP stands for Name, Address, and Phone number. For local SEO – and for your business in general – it’s important that this information is consistent and accurate wherever it appears online.

Check these places to ensure everything matches:

Your website
Google Business Profile
Social media accounts
Business directories
Professional association profiles
Review sites

Even small inconsistencies can hurt your local SEO and may cause you to lose leads, as potential clients might struggle to reach you if they have incorrect contact details. Keeping your NAP consistent across all platforms is key to improving your visibility and credibility.

6. Create Local Content

Similar to traditional SEO, your local SEO can benefit significantly from starting a blog and consistently posting valuable, location-specific content.

You can write in-depth articles on topics such as local tax deadlines, city-specific business regulations, financial strategies for businesses in your area, or any other subjects that your local audience is likely to search for.

Aim to balance both traditional and local SEO content. If you’re unsure where to begin, explore our SEO blogging and content marketing services to help get your asset management firm on the right track!

7. Optimize for Mobile

Most people use their phones to search online, with statistics showing that 64% of searches are made on mobile devices, compared to only 35% on desktops. Ensuring that your website is optimized for mobile is essential for maintaining strong online visibility.

Many website builders automatically adjust for mobile view, important details can sometimes get lost in the process. Make sure that:

Your website layout adapts to different screen sizes
Your buttons are functional and easy to use
Business information is clear and easy to find
All internal links work properly
Load times are fast
Any interactive maps are mobile-friendly

Mobile optimization is vital for a successful SEO strategy. Google and other search engines may lower your rankings if your website doesn’t function properly on mobile devices.

8. Monitor Local Competitors

Understanding your local competition is key to identifying opportunities that help your firm stand out. Take a look at other asset management firms’ websites to see what services they highlight, how they present themselves, and the SEO keywords they rank for. Tools like Ahrefs can help with this analysis.

Avoid simply copying your competitors’ strategy. Instead, focus on identifying gaps in their content that you could fill. For instance, if they aren’t covering local investment strategies or region-specific financial planning tips, this presents a chance for you to position your firm as the go-to local expert in those areas.

9. Build Local Backlinks

A backlink is when another website links to yours, signaling to Google that your firm is trustworthy and worth visiting.

Local backlinks are particularly valuable because they come from businesses and organizations in your community, signaling to search engines that your asset management firm is a respected and active part of the local business scene.

Here are a few ways to build local backlinks:

Join local business organizations and request they list your website
Participate in community events and link back to your site in event descriptions
Partner with local schools or libraries to provide valuable resources
Write guest posts for local business blogs
Contribute content to local news websites
Create content for community newsletters

We can help you build backlinks as a part of our SEO services.

10. Clean Up Your Technical SEO Foundations

Creating high-quality content is essential for search engines, but even the best content won’t rank on the first page if your technical SEO isn’t up to par. If there are issues with your website’s technical setup, Google might not even be able to crawl (find) your site or content.

Consider performing a comprehensive SEO audit of your website and check these key technical elements:

Proper title tags and meta descriptions
Short, readable URLs that include your target keywords
Working links (ensure there are no broken or dead links)
Clear website structure and easy navigation
XML sitemap submission to search engines
No duplicate content issues
Image optimization (correct size and alt text)
Internal linking between pages

Technical SEO can be complex, which is why many businesses turn to SEO experts to ensure everything is functioning properly for optimal performance.

11. Track & Analyze Your SEO Strategy

Your SEO journey will always evolve, so tracking what works and what doesn’t is crucial. Tools like Google Analytics, Google Search Console, and keyword research platforms such as Ahrefs or Semrush can help you monitor your SEO performance and adjust your strategy accordingly. These tools offer key insights to refine your approach, improve rankings, and attract more targeted traffic to your site.

Additional local seo Services We Offer For asset managers

In addition to these services, we offer:

Our Framework for local seo for asset managers

VISION

When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.

Our goals when implementing content marketing strategies for alternative lenders are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO.

When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche.

STRATEGY

You deserve to experience what it’s like to work with us because we understand the big picture. A piece of alternative lending content marketing is never one and done.

We create content that connects to your audience, your other content, and your overall sales and marketing goals.

EXECUTION

Allow us to implement your strategy by taking massive action with one or multiple of our packages.

It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.

ANALYTICS

We constantly keep a pulse on what’s going on data-wise in the alternative lending industry and keep you informed too.

We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.

We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the financial services industry sometimes yearly.

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How Long Does It Take for Local SEO to Work?

Local SEO is a long-term investment in your asset management firm’s growth, not a quick fix. Clients typically begin seeing meaningful results within 3-6 months, though the timeline depends on several factors:

Your starting point (whether you’re building SEO from scratch or improving an existing strategy)
The level of competition in your local market
The current state of your website and online presence
The number of locations you’re targeting
The quality and frequency of your content updates
The completeness and activity of your Google Business Profile
The number of reviews you collect
How consistently you implement SEO strategies

Some changes, such as updating your Google Business Profile, can yield results in a matter of weeks. Other factors, like building local authority through backlinks and content creation, take more time.

Get in touch with us, and we’ll give you a better estimate of what to expect!

Local SEO Services for Asset Managers: Are They Worth It?

You could try managing your local SEO by yourself, but working with an SEO expert offers several advantages. SEO, especially for asset managers, involves a variety of tasks, from technical adjustments to consistent content creation.

Professional help ensures you avoid mistakes that could hurt your rankings and saves you time to focus on your clients. Learn more about our local SEO services, or visit our Resource Hub if you prefer a DIY approach!

Still Curious?

Frequently asked questions

Q: Do Asset Managers Need SEO?

A: Absolutely! Many potential clients first turn to search engines for asset management services. Without SEO, your firm misses out on these valuable opportunities, no matter how great your services are. Even if you get most of your clients through referrals, SEO helps those referred clients confirm their decision by maintaining a professional online presence that highlights the quality of your services.

Q: How Do I Know if My Local SEO Efforts Are Working?

A: You can track the effectiveness of your local SEO strategy by monitoring changes in your website’s traffic, keyword rankings, and visibility in local search results. Using tools like Google Analytics, Google Search Console, and Google My Business Insights will help you analyze performance and adjust your approach as needed.

Q: What Are the Most Common Local SEO Mistakes to Avoid?

A: Some common mistakes include inconsistent business information (NAP), neglecting mobile optimization, and not actively managing reviews. It’s also important to avoid keyword stuffing and ensure that your website is technically optimized for search engines to crawl and index it effectively.

Q: Is Local SEO Paid?

A: No, local SEO isn’t the same as paid search. Local SEO focuses on organic (non-paid) strategies to improve visibility in search results. While you may invest in professional services or tools to optimize SEO, the rankings aren’t purchased like with Google Ads. You earn your visibility by optimizing your online presence, not by paying for ad space.

Q: How Often Should I Update My Google Business Profile?

A: You should update your Google Business Profile regularly, at least once a month, or whenever there are significant changes, such as new services, changes to business hours, or special offers. The more frequently your profile is updated, the more active and credible it appears to both Google and potential clients.

Hire an SEO Agency for Asset Managers

Local SEO can be a highly effective digital marketing strategy for asset managers looking to grow their client base and increase visibility in local search results.

SJDS Digital Solutions is an SEO agency that specializes in both local search optimization and the unique needs of asset management firms. Learn more about our local SEO services or get in touch with us today!