Financial advisors don't have to become search engine experts but it is good for you to be aware of the issues being discussed by SEO experts about how Google Maps listings work.
Google Local Listings and Maps uses your physical address to determine where you should show up in search results.
When someone in your community does a search for "financial advisors" with your town name, you obviously want to come up high in Local Listings.
Google can verify a physical address but not a Post Office Box. After all, you can open a PO Box in every zip code within a 20 mile radius and claim t have locations there. So Google typically penalizes businesses with PO Boxes.
SearchEngineLand's ChrisSilver Smith raises some interestingquetions about the fairness of Google's policy. These issues are interesting, but it's more important for advisors to understand the importance of using a verifiable local address and the risk of gaming results by faking addresses.