Top 5 SEO Tools for Financial Advisors and Insurance Agents

Bailey Palmer, Digital Marketing Specialist

Published: May 5, 2025 11 min read Updated: May 5, 2025

Many insurance agents and financial advisors find search engine optimization (SEO) strategy to be a daunting subject. Between combing through one’s website to find coding errors, locating all instances of brand across the entire internet, compiling metrics data, etc. — who has the time?

You could outsource this task, but hiring an SEO team gets pricey in a hurry. Fortunately, there are plenty of affordable tools available, including free options that you can use to improve your SEO, attract potential prospects and generate leads. If you’re new to the world of SEO, we offer “SEO Practices Insurance Agents and Financial Advisors Can Use Now” to get a head start on optimizing your online presence. This article highlights the importance of SEO for agents and financial professionals and details five top SEO tools that you can start using to improve your online traffic. The knowledge gained can be easily implemented to help you increase organized traffic to your website, rank higher on search engines and put you ahead of your completion.

Understanding SEO and Its Importance for Financial Professionals and Insurance Agents

SEO is a digital marketing strategy involving various techniques and practices. It involves your website’s content, structure and backlinks. Its ultimate goal is to ensure that search engines can effectively crawl and index a website, thereby improving its relevance and authority in organic search results. SEO is valuable for financial professionals and agents. It can attract prospects, increase one’s client base and drive business growth. If you’re willing to put in the time and effort that SEO requires, you’ll see positive results over time.

Consumers are using search engines 20% more year-over-year. Source: BrightEdge, 2022

Why Should a Financial Advisor or Insurance Agent Use SEO Tools?

Do a Google search for keywords that you want your website to show up in the results. Is your site on the first results page? How about the second? No? How about the 72^nd?

You can do a lot of manual work trying to track progress in this area and figure out how to improve your search results. Or, you can implement one or more SEO tools to do the heavy lifting on your behalf. These tools help with many aspects of SEO, and provide progress reports so that you can stay focused on what you do best, seeing clients and making sales.

SEO tools are useful for:

Keyword research
Learning where your online traffic is coming from
Position ranking within Google
Seeing what content you should be focusing on
Discovering intel about your competitors’ marketing movements
Finding errors on your website

Less than 1% of searchers click on the second page of Google. Source: Backlinko, 2023

5 Best SEO Tools for Agents and Advisors

All tools on this list have free versions available, and some have more robust paid account options for those agents and financial professionals who wish to budget for them. Each tool has strengths, weaknesses and a learning curve. However, they all provide valuable knowledge about the status of your online presence. So, which one is right for you?

5 top tools:

1. Google Analytics

2. Google Search Console

3. Screaming Frog

4. Semrush

5. AnswerThePublic

Google Analytics

Price: Free (You must have a Google Account, preferably under your business name)
Difficulty level: Medium

This tool is used across multiple industries, including insurance and financial planning. Google is one of the current top search engines, so using its SEO tool makes sense. Although free, this tool has a substantial learning curve. Fortunately, there are plenty of tutorials and classes available to help you gain proficiency.

Benefits of Google Analytics:

Track online traffic to your website
Find out how and where your website is being found
Discover if users are staying on your website
Know where people are going on your website
Utilize conversion tracking
Learn how your website pages are performing

Google Search Console (GSC)

Price: Free (You must have a verified website to use this tool)
Difficulty level: Easy

GSC is another part of Google’s ecosystem which can be synced up to your Google Analytics account. The difference between these two tools is that GSC gives insight as to what users are searching for in order to land on your website. It also provides positioning data on where your pages are ranked on Google. This is useful for making sure you’re creating content that you want to be known for. Also, this tool helps you index any new pages on your website and prompts Google to expedite the crawling process.

Benefits of Google Search Console:

Discover average position tracking
See click through rates
Learn the search queries that land users on your website
Index new or updated pages
Measure website performance

Screaming Frog

Price: Free or paid versions available
Difficulty level: Medium

Screaming Frog is an SEO spider crawler that navigates your website’s pages and combs through what’s called “on-page” SEO content, or content ranging from your website’s words to its coding. Screaming Frog offers both free and paid versions. The paid option offers more features, including greater URL crawling limits, while the free version is a bit more restrictive with a 500-URL crawl limit.

Benefits of Screaming Frog:

Locate broken links
Find errors
Discover duplicate information (Paid account only)
Track progress of SEO issues
Analyze meta data and titles

Semrush

Price: Free or paid versions available
Difficulty level: Medium to hard

Semrush is a versatile SEO tool that includes effective reporting capabilities. It’s used across many industries, including financial services and insurance, and is adept at keeping up to date regarding search engine trends. Sign up is only required on the paid version, but regardless of which version you choose, you’ll get plenty of insights to benefit your website and online presence.

Benefits available in Semrush’s free version

Analyze your domain’s overall quality and SEO performance
Examine keywords your ranking for in comparison to competitors
Shows volume of searches for keywords
Offers content creation tools
Provides local SEO tools

AnswerThePublic

Price: Free or paid versions available
Difficulty level: Easy

This tool is great for keyword research, discovering online search trends, learning about popular search engine questions and finding out about search volume. This information, in turn, helps you know what content might be beneficial to include on your website. There is a free basic version, or tiered paid accounts that encompass additional features.

Benefits of AnswerThePublic:

Get search insights on topics
Research into content ideas
Gives insight into content planning
Helps you uncover hidden keywords

All of the above-mentioned SEO tools can help you know what content to post on your website. You can create content with confidence by using the reports, numbers and keyword research statistics these tools offer. In essence, you’ll be saving time, increasing efficiency, posting superior content, driving more traffic and increasing the opportunity for sales.

Digital Marketing Strategies for Financial Professionals, and Insurance Agents!

As valuable as these tools can be, it’s only a small part of the overall digital marketing picture. Fortunately, Senior Market Sales^® (SMS) helps insurance agents and financial professionals grow in their SEO and digital marketing knowledge with an ever-expanding collection of helpful resources.

Gain SEO knowledge with these additional resources from SMS:

Another Resource to Help Your Practice Grow

SMS’ exclusive Client Stream^® Marketing System helps insurance agents and financial advisors save time, make more money and differentiate their practice.