This post was authored by the Dunham Marketing Team. If you have questions concerning today's topic, please call us at (858) 964 - 0500. Hold us to higher standards.

Author’s Update — January 2025:

I first wrote this piece in 2021, and while the fundamentals of SEO remain the same, a lot has changed. Google has rolled out major algorithm updates emphasizing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), spam link policies are stricter, and platforms like HARO have given way to new journalist-source tools. I’ve refreshed this article with what financial advisors need to know today about backlinks — and why they’re still one of the most powerful levers for SEO.

SEO for financial advisors is about more than stuffing keywords onto a page. If you want to climb Google’s rankings — and attract new clients — backlinks are essential.

A backlink is simply another site linking to yours. But to Google, it’s a vote of confidence. The more credible sites that link to you, the more Google sees you as an authority. The result? You rank higher when prospective clients search for terms like “financial advisor near me” or “retirement planning services.”

In short: backlinks = visibility.

And visibility = growth.

Not all backlinks are created equal. Some links pass SEO value (known as dofollow), while others don’t (nofollow).

  • Dofollow links: Count toward your SEO authority.
  • Nofollow links: Tell Google not to pass on ranking credit.

But here’s the nuance: even nofollow links can be valuable. They may still drive referral traffic, build credibility, and lead to other organic backlinks.

Bottom line: quality > quantity. A handful of backlinks from trusted sites beats dozens of low-quality links every time.

Here are five proven strategies that help build backlinks - ranked from easiest to more advanced.

1. Update Your Association Profiles

If you belong to professional organizations — CFP Board, Financial Planning Association, NAPFA, Garrett Planning Network, XY Planning Network — make sure your profile links to your website.

  • It’s low-effort, high-impact, and often overlooked.

2. Get Listed on “Find an Advisor” Sites

Consumer-facing directories like SmartAsset connect clients with advisors and provide authoritative backlinks.

Don’t stop with one — credible directories can multiply your backlinks while putting you in front of prospects.

3. Answer Media Inquiries (HARO → Qwoted, Terkel, SourceBottle)

Journalists are always looking for expert quotes. Platforms like Qwoted, Terkel, and SourceBottle have emerged as strong alternatives to HARO. If your comment gets published, you’ll often get a backlink to your site.

  • It’s free PR + SEO in one.

4. Write Guest Posts for Niche Audiences

Offer guest articles to complementary professionals (estate attorneys, CPAs, niche blogs). Guest posting positions you as an expert, builds credibility, and earns backlinks in your byline.

  • Example: a retirement advisor writing on a law firm’s site about “5 Mistakes to Avoid in Estate Planning.”

5. Build a Local or Niche Directory Site

More advanced — but powerful. Create a mini-site or resource page that lists advisors in your region or niche. By hosting it, you control the backlinks (including your own).

  • Example: The San Diego Financial Advisors Network.

If building a separate site is too much, you can mimic the effect with a blog post like “The 10 Best Financial Advisors in [Your City].” Done well, it can rank locally and attract backlinks naturally.

Backlinks aren’t a “one and done” exercise. Like a client’s financial plan, SEO requires ongoing attention.

Use free tools like:

  • Ahrefs Free Backlink Checker
  • Moz Link Explorer
  • Google Search Console

Track your backlink profile, see which sites are linking to you, and measure growth over time.

Key Takeaways for Advisors

  • Backlinks remain one of the most effective ways to improve SEO for advisors.
  • Association listings and directories are easy wins.
  • Media mentions and guest posts bring both backlinks and credibility.
  • Quality and relevance of backlinks matter more than sheer volume.
  • SEO is ongoing — backlink checks help you stay ahead of competitors.

Q: What is a backlink in SEO for financial advisors?
A: A backlink is when another website links to your site, signaling credibility and helping you rank higher.

Q: How do advisors get high-quality backlinks?
A: Through association profiles, directories, media mentions, guest posts, and creating niche resources.

Q: Are nofollow backlinks useless?
A: No — while they don’t pass ranking credit, they can still drive traffic and brand exposure.

Q: How many backlinks do I need to rank on page 1?
A: There’s no magic number. It’s about quality, not just volume. Focus on building authoritative, relevant links over time.

Final Word

Google’s rules change. Algorithms evolve. But backlinks remain one of the most reliable signals of authority and trust.

For financial advisors, that means every new credible backlink is another step toward higher visibility, stronger credibility, and more client leads.

Like investing, backlink building isn’t about shortcuts. It’s about consistency, quality, and patience.

And the payoff — being found by the right clients at the right time — is worth it.

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