Independent Financial Adviser: From Zero Visibility to Page 1 in 6 Months
Independent Financial Adviser: From Zero Visibility to Page 1 in 6 Months
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I provided end-to-end SEO consulting for a solo financial adviser whose brand-new website had zero organic traffic. Within six months, they ranked on page 1 for their core commercial terms and received their first leads from organic search.
Financial advice is a YMYL (Your Money, Your Life) industry where trust is critical. Most leads come via referrals, and SEO plays a longer game - building visibility and credibility over time. The challenge was to establish organic presence from scratch while working within the constraints of a single-person business with limited time for implementation.
Solutions
Solutions
This project required a full-service approach - from technical foundations to content strategy - tailored to the realities of a small business. The website was built on Squarespace, which presented some limitations, but also meant starting with a clean technical slate.
I began with a technical audit, connecting GA4 and GTM for proper tracking, and setting up HotJar for CRO insights. I then conducted competitor and keyword research to identify service-related opportunities, and restructured the site's information architecture for better clarity and navigation.
On-page optimisation included rewriting meta titles and descriptions (working around Squarespace's limitations), creating new service pages with keyword-focused content, and developing blog articles that showcased the adviser's expertise and personal experience - essential for building trust in a YMYL industry. I also provided social media blurbs to help repurpose content.
For technical and local SEO, I manually implemented schema markup via code (Squarespace limitation), optimised the Google Business Profile, verified Bing Places, conducted a backlink audit with recommendations, and strengthened internal linking throughout the site. I also provided CRO recommendations based on HotJar analysis and guidance on organic social media posting to complement SEO efforts.
Results
Results
0 → 33
Relevant keywords ranking (from 2 irrelevant)
Page 1 Rankings Achieved
Now ranking for "financial adviser Wellington", "KiwiSaver adviser Wellington", and other high-intent local terms. Presence in Local Pack and People Also Ask results.
#7
Position for core commercial term
+17%
Organic traffic growth (month-on-month)
0 → 5
Contact form enquiries via organic (first quality leads ever)
10/13
Keywords tied directly to services
ChatGPT Now Recommends Them
When asked for a good financial adviser in the region, ChatGPT includes this client in its recommendations - demonstrating visibility beyond traditional search into AI-powered discovery.
Sound good?
Sound good?
I'd love to help you achieve similar results. Send me a message and let's get started.
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