SEO for financial services that
earns trust before the first meeting.
Humming Web’s SEO for financial services helps advisers, mortgage brokers and lenders get found on Google, Google Maps and AI search, with pages your licensee can sign off. We write to ASIC’s advertising guidance from the first draft, then report on the enquiries search brings in.
Our SEO analyst will review your site and profiles and email the fixes worth doing first.
Trusted by Australian businesses
How Australians search
for advisers and brokers.
People look for a mortgage broker or financial adviser the way they look for any local professional. Then many check the adviser on a government register before they call.
ASIC’s Financial Advisers Register on Moneysmart shows an adviser’s qualifications, work history and licensee. If your website names an adviser, their profile should match the register, so a client who checks finds the same person in both places. What we do with this: in Month 1 we check every adviser and broker profile on your site against the register, your licence details and your Google Business Profile.
| Search term | What the searcher is doing | Monthly searches |
|---|---|---|
| mortgage broker | Choosing a broker | 27,100 |
| mortgage broker near me | Choosing a broker nearby | 8,100 |
| mortgage broker sydney | Choosing a broker in their city | 4,400 |
| financial adviser register | Checking an adviser before calling | 3,600 |
| financial adviser | Choosing an adviser | 2,900 |
| best mortgage broker | Comparing brokers | 1,900 |
| commercial mortgage broker | Looking for business lending | 1,300 |
| asic financial adviser register | Checking an adviser | 1,000 |
| financial advisers near me | Choosing an adviser nearby | 720 |
| moneysmart financial adviser register | Checking an adviser | 320 |
Financial services SEO written
with ASIC RG 234 in mind.
ASIC’s Regulatory Guide 234, reissued in June 2026, is good practice guidance for anyone promoting financial products, financial advice or credit.
Your service pages, articles and Business Profile posts promote your services, so we write them to that guidance from the first draft.
| Draft claim | What RG 234 asks you to think about | What we’d propose instead |
|---|---|---|
| “Free, no-obligation advice” | Words like “free” carry strong connotations. Say when, how and to whom a no-fee claim applies. | “Your first meeting costs nothing. We set out our fees in writing before any advice begins.” |
| “Rates from 5.49%” in a headline | A rate shouldn’t stand alone. Fees and costs belong with it, and qualifications sit next to the claim. | A rate shown only with its fees and conditions beside it, or no rate in the headline at all. |
| “Safe, guaranteed growth for your super” | Don’t overstate safety or imply a guarantee. Balance the benefits you describe with the risks. | “We build a super strategy around your goals and explain the risks of each option.” |
| “Clients averaged 9% returns last year” | Past performance figures need a clear warning that past performance doesn’t guarantee future results. | Left off service pages, or shown with the warning beside the figure. |
| “*Conditions apply” in the footer | Disclaimers should be clear and prominent. Fine print can’t fix a misleading headline. | The key condition goes in the same sentence as the claim. |
| “The right loan for you” | Don’t imply a product suits someone before their situation is assessed. | “We look at your income, deposit and plans before we recommend a loan.” |
What our SEO for
financial services includes.
Seven workstreams, weighted by your audit and the size of your firm. From $780/month incl. GST.
Which page should
win which search.
Every search gets one owner page, and every page gets a compliance note before it’s written.
Your map comes from your own services, offices and audit.
| Page | Searches it owns | Compliance note |
|---|---|---|
| Home page | “mortgage broker parramatta”, your firm’s name | Licence numbers in the footer of every page |
| Home loans | “home loan broker”, “first home buyer broker” | No rate without its fees and conditions beside it |
| Refinancing | “refinance home loan broker” | Savings examples only with their assumptions stated |
| Commercial lending | “commercial mortgage broker” | Kept separate from consumer credit pages |
| Retirement planning | “retirement financial adviser” | General advice warning wherever your licensee requires it |
| Adviser profiles | Each adviser’s name plus “financial adviser” | Details match the Financial Advisers Register |
| Articles | “how much does a mortgage broker cost” | Reviewer and review date shown on the page |
Want to know which pages your firm is missing?
Get a free audit of your site, profiles and register details. No lock-in.
Your first 90 days, with
compliance review planned in.
Most firms see Business Profile and map movement within 6 to 12 weeks and steadier enquiries from search in 6 to 12 months. Compliance review adds a few days to each page, so we schedule it from the start.
- 1 Month 1
Audit, tracking and register checks
- Audit of your website, Business Profiles and adviser pages
- GA4, Search Console and call tracking set up
- Licence and register details checked on every page
- Priority fixes, and a 90-day plan agreed with you
- 2 Month 2
Pages, reviewed
- Advice and lending pages drafted
- Your compliance review round
- On-page SEO and internal linking
- 3 Month 3
Links and first report
- Links and digital PR from finance and local sites
- First full report and review call
After 90 days: the work continues month to month, with no lock-in contract.
What financial services SEO
costs, and who to hire.
SEO for financial services with Humming Web costs $1,000 to $5,000 a month, depending on how many offices, advisers and areas of advice you want to rank for and how competitive your city is. A broking group in a capital city sits higher in that range than a single-office planner in a regional town. See our SEO pricing for what moves the number. When you compare financial SEO services, ask who reviews the copy before it goes live.
| Criteria | Humming Web | Large agency | Freelancer | In-house marketer |
|---|---|---|---|---|
| Who does the work | SEO lead, SEO analyst, content writer, account executive | A team behind an account manager | One person | One person across every channel |
| Compliance review | Planned into every publish, with records | Varies by agency | Usually left to you | Close to your licensee |
| Contract | No lock-in | Often 6 to 12 months | Usually flexible | Employment terms |
Need enquiries while rankings build? We also run Google Ads management and Meta ads management from the same team.
5 red flags when hiring for finance SEO
- Guaranteed page-one rankings. Nobody controls Google.
- Unreviewed articles on super or tax. No named reviewer.
- Return figures as headlines. Risky and rarely helpful.
- Bought or fake reviews. They break Google’s rules.
- Keywords stuffed into your business name. It risks your profile.
SEO for other
professional services.
Advisers, lawyers, accountants and agents all sell trust to clients who research first. Our SEO by industry hub covers every sector. Also see SEO for personal injury lawyers, and our SEO audit services if you’d like a one-off review first.
Accountants
Tax-time peaks and the referral partners advisers rely on.
SEO for accountantsLaw firms
Practice-area pages inside legal advertising rules.
SEO for law firmsReal estate
Suburb pages and appraisal enquiries for agencies.
SEO for real estateFamily lawyers
Sensitive searches where tone decides the call.
SEO for family lawyersThe team behind your
financial services SEO.
The same four people run your campaign from the first audit.
SEO lead
Chooses the searches worth winning and agrees the plan with you.
SEO analyst
Runs the audit, register checks, tracking and reports.
Content writer
Drafts advice, lending and profile pages for review.
Account executive
Manages review rounds and runs your monthly call.
Financial services SEO questions.
What is SEO for financial services?
SEO for financial services is the work of getting advisers, mortgage brokers and lenders found on Google, Google Maps and AI search, with content that stays within advertising guidance. It covers profile and service pages, Business Profiles, technical fixes, links and tracking.
How much does financial services SEO cost?
Financial services SEO with Humming Web is scoped between $1,000 and $5,000 monthly, set by your offices, your advice areas and the licensee review each page needs. Local SEO starts from $780/month.
How long does SEO take for a financial advice firm or broker?
Most firms see Business Profile and map movement in 6 to 12 weeks and steady enquiries from search in 6 to 12 months. Compliance review adds a few days per page, which we plan into the schedule from the start.
Is SEO worth it for mortgage brokers and financial advisers?
Yes, if clients in your area search for the advice or loans you offer and you can keep publishing for six months or more. It's less worth it when you can't take on new clients or your licensee won't approve new pages.
Is SEO for financial advisors different from SEO for mortgage brokers?
The main difference is that advisers win on trust and register-backed profiles, while brokers compete for high-volume local searches like "mortgage broker near me". Advisers need deeper profile and advice pages. Brokers need stronger Business Profiles and lending pages.
Do you write content to ASIC RG 234?
Yes. We draft every page with ASIC's RG 234 good practice guidance in mind, then your licensee or compliance team reviews it before it goes live. We aren't lawyers, so the final call on wording always sits with your compliance process.
Do you work with lenders and finance companies?
Yes. SEO for finance companies follows the same approach with more product pages: car, equipment and business loans, each with its fees and conditions beside any rate. National lenders focus on product searches over map rankings.
Do clients check the Financial Advisers Register before calling?
Many do. "Financial adviser register" draws about 3,600 searches a month in Australia, more than "financial adviser" at 2,900. We check every adviser profile on your site against ASIC's register on Moneysmart in Month 1.
Should licence details appear on every page of our website?
In most cases, yes, in the footer. Licence or authorised representative details on every page show clients and Google who stands behind the advice. We use only the details your licensee supplies and approves.
Earn trust before
the first meeting.
Your free audit checks your site and profiles, including adviser pages against the public register, then lists the first fixes in priority order.
- Adviser, advice and lending pages
- Business Profile for every office
- Enquiries reported monthly
- No lock-in contract
