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SEO can feel vague, but for financial firms it’s one of the most reliable ways to grow beyond referrals while staying compliant. 

 

In this guest convo, Beth Chernes from Beth Chernes & Co breaks down practical, video-first SEO, keyword research that starts with client language, and simple website fixes that build trust and convert.

 

In this episode, I sit down with Beth, to chat about:

• What “search everything” SEO really means for financial firms in 2025 
• How to use video-first SEO to get your content found and drive qualified leads
• Simple keyword strategies that start with your clients’ language; not just data
• How long it actually takes to see results 
• The biggest website mistakes costing firms leads and how to fix them

 

Grab your free resource from Beth:

Million Dollar SEO Playbook:

 https://bethchernes.co/million-dollar-seo-playbook

 

About the Guest:

Beth Chernes, J.D., is an SEO strategist and digital marketer who started her boutique agency, Beth Chernes & Co., in 2020 with a mission to help financial firms, B2B companies, and nonprofits achieve measurable results from their websites. She’s known for her approachable style, clear communication, and results that speak for themselves: helping clients generate millions in revenue through organic search. When she’s not deep in data, Beth is recognized as an award-winning volunteer and is happiest spending time with her family which is often at Disney or planning their next getaway.

 

Connect with Beth below:

LinkedIn: https://www.linkedin.com/in/bethchernes/

Facebook: https://www.facebook.com/BethCWrites

Instagram: https://www.instagram.com/bethcwrites/

 

 

If you run an accounting firm, CFO service, or financial business, you’ve probably heard the buzz about SEO lately. But what does it actually mean for you?

I sat down with Beth Chernes, SEO strategist and founder of Beth Chernes & Co., to talk about how financial firms can use SEO to grow beyond referrals, stay compliant, and actually get found online.

Beth works with B2B companies, nonprofits, and financial professionals; helping them generate measurable results from organic search. She’s helped clients bring in millions in revenue through strategies that make their websites visible, valuable, and compliant.

 

Why SEO for Financial Firms Looks Different

 

Beth and I started by talking about what SEO even means right now.

“SEO isn’t just about Google anymore,” Beth shared. “It’s search everything optimization now. People are searching on LinkedIn, YouTube, ChatGPT, even inside other AI tools. The goal is the same though: help the right people find you.”

That shift matters for financial professionals. Search isn’t limited to websites. It’s about being discoverable wherever your clients spend time.

And unlike flashy industries, financial firms have an extra layer to consider: compliance.

Beth gets that part. With a background in marketing and a law degree, she knows how to create content that connects with clients and respects the rules. As she put it, “My clients think about compliance every day. It’s not a barrier, it’s just part of the process.”

That perspective hit home for me. I have an MBA in accounting, so I totally get the balancing act between staying compliant and being visible. It’s possible to do both, you just have to approach SEO intentionally.

 

Start with What Your Clients Actually Say

 

When I asked Beth how she starts any SEO strategy, she said it begins with conversation.

“I talk to my clients about their services and their clients. I want to know how their clients talk about what they do, not what the firm thinks people are saying.”

That’s where good keywords come from.

Beth uses tools like Moz, SEMrush, and Google Ads Keyword Planner, but she starts by writing down real words and phrases her clients’ customers use. For example, if an accounting firm says they do “surprise audits,” she’ll dig deeper:

• Do clients search “surprise audit,” “audit preparation,” or “auditing support”?

• What language do they use when they describe the problem?

Those small differences matter.

Once she has a list, she tests them in the keyword tools to see what’s trending, what’s competitive, and what aligns with the firm’s niche.

“Sometimes it takes months,” Beth said. “We’ll start with 100 keywords, narrow them down, and then adjust as we go. It’s a process, but one that pays off when you’re ranking for the terms your ideal clients are actually searching.”

 

Video-First SEO: The Shortcut to Visibility

 

One of my favorite parts of the conversation was when we talked about video-first SEO.

A lot of accountants and financial pros don’t realize that video is a powerful SEO tool, especially now that YouTube is the second-largest search engine.

Beth broke it down simply:

• Use clear, keyword-rich titles that match what people search

• Include descriptions with those same words naturally

• Upload a transcript (so search engines can read your content)

• Add chapters for longer videos

• Always include a call to action, like “Book a free consultation” or “Download our checklist”

It’s not about chasing trends or viral clips. It’s about being findable. As Beth said, “Think of it like leaving breadcrumbs for your audience, every keyword and phrase helps lead them to you.”

 

SEO for Financial Firms Takes Patience (and That’s a Good Thing)

 

Here’s the part every marketer dreads hearing: SEO takes time.

Beth said it best:

“If you want quick results, run ads. If you want results that last, stick with organic SEO.”

She tells clients to give themselves about six months to start seeing measurable results. Organic marketing is a marathon; it compounds.

That’s something I talk about all the time too. When you’re building visibility organically, it’s not an overnight success story. But once it’s in motion, it becomes a sustainable lead source that keeps working for you even when you’re not.

 

Moving Beyond Referrals

 

Referrals will always be the backbone of the financial industry. But as Beth pointed out, they’re not predictable and sometimes, they dry up.

“Referrals are amazing,” she said, “but they shouldn’t be your only growth channel. SEO helps you build on that trust foundation and attract new people who haven’t met you yet.”

The key is to stop treating your website like a brochure and start treating it like your best salesperson.

That means:

• Explaining who you serve and what you do clearly

• Showcasing testimonials and case studies (when allowed)

• Using keywords and phrases that match your client’s pain points

• Adding CTAs that guide visitors to book a call or learn more

Transparency builds trust. If your website communicates that you know your audience and understand their challenges, it becomes a natural next step for visitors to reach out.

 

The Website Mistakes That Cost Firms Leads

 

Later in our chat, Beth and I talked about the most common website mistakes she sees in the financial space and honestly, they’re spot on.

1. Outdated websites. Many firms haven’t updated their site design in 10–20 years. That signals to potential clients that the firm might not be keeping up elsewhere either.

2. Old or generic copy. “If your copy sounds like it was written decades ago,” Beth said, “it’s not going to connect with today’s clients.”

3. No emotional connection. Websites that just list services without speaking to the client’s pain points lose people fast.

4. Weak or missing calls to action. Visitors need to know what to do next: book a call, download a resource, schedule a consultation.

5. Ignoring compliance-friendly SEO. You can use relevant, searchable language without crossing regulatory lines; it just takes thoughtful review.

I see this disconnect all the time when I’m running marketing for clients. Social media brings in awareness, but if someone clicks through and lands on a flat, outdated website, they’re gone within seconds. Your content should make them feel seen and understood, like, “She gets me.”

That’s what good SEO and great messaging do together.

 

Simplifying SEO in Your Own Firm

 

If you’re ready to make SEO a consistent part of your marketing (and not a mystery), start small:

1. Pick your top 1–2 services or niches.

2. Write down the words your clients actually say when they talk about those services.

3. Use those as your starting point for blogs, videos, or service page updates.

4. Add one clear call to action to every page.

5. Track what’s working, and give it time to build.

When you have the right process in place, SEO becomes the quiet engine that keeps bringing the right people to you month after month.

If you want help building a search-smart content system that actually turns into booked calls, connect with Beth Chernes, a SEO strategist and digital marketer.