Advice practices have historically grown on referral and reputation. That still works, and it caps your growth at the rate other people talk about you. Search is how you add a pipeline you control.
I run search programs for practices directly, so a senior specialist does the work rather than an account manager relaying it. Every recommendation is judged on qualified enquiries, not rankings.
Agencies either produce generic money-tips blogs that attract people with nothing to invest, or avoid content altogether out of compliance nervousness. Neither builds visibility where clients with real assets are searching.
Client lifetime value is enormous and relationships last decades, so one right client justifies a lot of work. It's also heavily regulated and held to Google's strictest content standard, which rules out most cheap approaches.
Identify the client situations that carry the most value for the practice, then build compliant, genuinely useful visibility around those specific decisions in Google and in AI answers.
People seek advice at defined life moments. Coverage is built at each point, in Google and in the AI tools now answering these questions.
Someone hits a decision they don't feel equipped for: retirement, an inheritance, a business sale, super consolidation. Increasingly they ask an AI assistant first.
“how much do I need to retire”, “do I need a financial adviser”
They shortlist advisers. Specialisation, credentials, fee model transparency, reviews and whether an AI tool names you decide who makes the list.
“best financial adviser [city]”, “financial adviser fees explained”
One practice gets the call. How clearly you explain your process, your fees and who you work with, and how credible you feel, convert the enquiry.
“financial planner [suburb]”, “book financial advice consultation”
Scope follows your business, your market and your service mix. These are the components a program draws on.
Working out which client situations and asset profiles carry the most value, then building coverage around those decisions first.
Pages that genuinely explain the advice, who it suits, how the fee model works and what the process looks like.
Visible qualifications, authorisations and experience, because Google and AI models both assess who stands behind financial content.
A complete, actively managed profile plus consistent practice information across every listing and directory.
Structured data and consistent, corroborated facts so AI tools name your practice when someone describes their financial situation.
Content written inside advice and advertising requirements, signed off before publishing, plus credibility built on sources beyond your own site.
A business doesn't run on traffic. It runs on the work that gets won and what that work is worth.
LeadSight, my own attribution software, ties enquiries and closed work back to the channel that produced them, so your monthly report shows what SEO returned in dollars rather than which keywords moved.
How LeadSight works →I keep my client list small, and advice SEO works best where client lifetime value justifies competing properly.
Retirement, SMSF, aged care, business succession. Specificity is a genuine advantage in search and AI answers.
Where you have adviser capacity to fill and referrals alone won't fill it fast enough.
Professionals, business owners, pre-retirees. Knowing exactly who you serve makes the targeting far sharper.
Yes, and more of it than most practices assume. What's restricted is personal advice, guarantees and misleading claims. Explaining how things work, what a process involves and what questions to ask is general information, and it's exactly what people search before choosing an adviser. Everything goes through your sign-off before publishing.
Only if the content targets generic money tips, which is the most common mistake in this industry. Targeting the specific situations that generate real advice needs — a business sale, an inheritance, retirement planning at a certain asset level — changes who arrives entirely.
Yes, the strictest Google applies alongside health. It treats finance as YMYL: content affecting someone's money and wellbeing. Visible adviser credentials, accuracy and verifiable practice credibility all matter far more here, which works in favour of legitimate practices.
On-shore specialist copywriters I brief and project manage, then you review and sign off before anything publishes. For this industry that sign-off step isn't optional, and it also improves the content because the technical detail comes from you.
No, not in the same specialisation and market. I keep my client list deliberately small and won't work both sides.
Expect early movement in two to three months from technical and local work, with qualified enquiries building from there. Advice decisions take a while, so judge it across two to three quarters.
Send your domain through and I’ll review your site, your competition and your AI visibility before we speak. No obligation, and a straight answer on whether it’s worth the spend.