As a founder of a premier FinTech SEO agency, I know what it takes to rank.
In this guide, I provide you with eight FinTech SEO tips that will help you gain an edge on your competition and see tangible results in your digital marketing strategy.
1. Keyword Research
Proper keyword research drives the success of your FinTech SEO strategy.
Regardless of the sub-niche, there are a lot of finance keyword patterns.
These could include price:
- “gold price”
- “life insurance rates”
- “mortgage rates”
- “bitcoin price USD”
- “amazon stock quote”
You can also see a lot of people searching for calculators:
- “business loan calculator”
- “mortgage calculator”
- “car payment calculator”
- “stock profit calculator”
- “medical insurance calculator”
You can also see a lot of people searching for spreadsheets:
- “business expense categories spreadsheet”
- “trucking cost per mile spreadsheet”
- “commercial real estate excel templates”
- “free startup financial model template excel”
Something that I don’t see done often, but which works really well, is to create page templates for similar keywords.
For example, the personal credit niche has a lot of people searching about their credit score.
These keywords look like “how good is a 600 credit score”, “how good is a 690 credit score”, etc. There is significant search volume for almost every score, it seems.
While most attempt to rank for the same high volume, high competition keywords, long tail keywords leave you competition-free for effective SEO performance.
You see, when it comes to keyword research, most SEO specialists are lazy. And most agencies prefer to use scalable tactics. The less individual skill level a process requires, the better – that way, you can have your junior account managers do it.
After all, a junior account manager has to leave time for watching YouTube videos, right?
This lazy process leaves a ton of opportunity for the enterprising SEO professional. The more you can target scalable long tail keywords, the more organic traffic your website will get.
2. Technical SEO
Have you ever been on a website so buggy that you couldn’t manage to navigate it? Have you ever left a website because it was so slow? If so, you know how important technical SEO is.
Technical SEO involves all of the SEO elements that don’t pertain to on-page SEO and off-page SEO. This includes configured sitemaps, proper site navigation and internal linking, and site loading speeds.
One important element of technical SEO is schema markup, which is basically SEO code. It’s a specific markup developed by the search engine companies to help them better understand what’s on a website.
Most schema markup types don’t do much for your SEO at this time, but there are a few of them that work really well.
In addition to the well-known and beloved schema markups such as FAQ, Reviews, and Organization, you should know the ones in the FinTech industry, too.
For finance, it’s worth knowing these:
- https://schema.org/FinancialProduct
- https://schema.org/BankAccount
- https://schema.org/CurrencyConversionService
- https://schema.org/InvestmentOrDeposit
- https://schema.org/LoanOrCredit
- https://schema.org/PaymentCard
This is the schema.org page for banks and financial institutions lists them out as well.
If you enlist my help for handling your SEO for financial services, GB Digital will manage all of the technical SEO elements on your behalf so that you don’t have to worry about needing to learn how to optimize your website for customers and search engines.
3. Content Marketing
As overused a phrase as it might be, “content is king.”
You need to be producing FinTech SEO content that ranks, is compelling, and demonstrates to your target audience that you’re a knowledgeable authority in the space.
I get results for my clients by helping them target the low-competition, long tail SEO keywords in their SEO campaign, as I touched upon in the keyword research section above.
Then, my FinTech marketing agency creates one article or page per keyword. If we’re targeting hundreds of keywords, you’re producing a ton of content for keywords that might have a couple of thousand people searching those terms or phrases each month.
That gets a lot of eyes on your business, quickly.
Of course, the quality of content matters just as much in your content strategy.
Using experts in your FinTech content marketing strategy will guarantee that your optimized content is informative and trustworthy. Spammy, low-quality content can get clicks if optimized properly, but won’t see conversions.
I focus on enlisting the best help for my FinTech marketing agency. With financial experts and professionals like CPAs, my clients always get content that’s designed for both search engines and actual readers with our SEO FinTech services.
With regular, quality content production, you can see the FinTech SEO results that you’ve been aiming for in your digital marketing strategy.
4. Link Building
Do you remember having to do book reports in school?
The one part I always hated about book reports was the bibliography section.
Having to painstakingly translate book information into MLA format, scour websites for information that wasn’t available, and correct inevitable mistakes made the whole process more of a hassle than I wanted it to be.
But the bibliography section of any book report is important. It tells readers where you got your information from. If you look at the other book reports in your class, you’re probably going to come across a few key sources that most deem authoritative.
The same principles apply to link building. When more websites link back to your own, that indicates to Google that you’re an authority in the FinTech space. Google wants to see your website as the cited source.
Link building and outreach are a critical component of digital marketing, but it’s often the most difficult for banks or other financial institutions. 41% of SEOs believe that link building is the most challenging aspect of SEO.
But despite the challenge, it’s quite impactful. Approximately 78% of SEOs report ROI and positive results from link-building activities, and the top-ranking page on SERPs has 3.8x more backlinks than those ranked below it.
Another problem many of my clients run into, aside from the difficulty of link building and outreach, is the quality of the links.
The links that are going to do you the most good are relevant financial backlinks from real websites. Backlinks abound that come from guest post farms, and these could be detrimental to your digital marketing strategy.
Guest post farms are sites that exist solely to sell backlinks. And in my experience, 99% of the backlinks SEO agencies get for their clients come from these!
Of course, link building isn’t something you have to do on your own. The right FinTech SEO agency manages link building and outreach to get the results for clients without the hassle.
5. EEAT and YMYL
Nope, we’re not talking about bank robbers or street thugs. We’re talking about financial institutions.
Google’s Quality Raters’ Guidelines categorize certain industries as “your money or your life” (YMYL) industries because they involve things essential to a person’s well-being. These include websites in the health, legal, and finance niches.
The experience, expertise, authority, and trust (E-E-A-T) of the content creators and of the website itself are under more scrutiny than ever before.
In fact, the Quality Raters’ Guidelines put it this way, “For all other pages that have a beneficial purpose, the amount of experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) is very important. Please consider:
- The expertise of the creator of the MC. (MC means the “Main Content” of a webpage.)
- The authoritativeness of the creator of the MC, the MC itself, and the website.
- The trustworthiness of the creator of the MC, the MC itself, and the website.”
Ways you can quickly and painlessly improve the E-E-A-T of your website include:
- Make sure that your website has an SSL certificate.
- Keep your website’s overall design up-to-date.
- Clearly have “About” and “Contact” pages in your website navigation, and make sure that those pages have real people and real contact information on them.
- Add an author name and picture at the top and bottom of any long-form content that you have, and include their byline at the bottom of the page.
- Keep a visible date on your blog and resource articles, and keep the content current with a recent date within the past 6 months.
Other things that you can do that aren’t as easy (but still worthwhile) include:
- Use writers with expertise in your niche to create long-form, in-depth content (1,500 to 3,000-word articles).
- Acquire legitimate user reviews of your product or service, and post them on your website to maintain a good reputation. (Google Reviews is a good place to start)
- Have the real, physical address on your website where you do business.
- Show FinTech industry certifications, licenses, and awards that your company has won.
Any good FinTech SEO agency that you hire will make sure that your content uses smart YMYL indicators.
6. Support Content: Your Secret Weapon
Optimized content isn’t restricted to the blog/news/articles section of your website.
In fact, there’s one hidden weapon that I don’t see receiving enough attention or recognition in the modern content strategy: support content.
One stellar example of how to do support content right is Stripe.
Stripe’s support section is massive, boasting around 61,300 backlinks, 47,800 keywords, and over 140,000 visitors a month.
Support content is great because it doesn’t need to be dressed up in attractive or fancy language.
It’s straightforward, easy to optimize, and useful for current users while also drawing potential customers to your website.
If your company operates in the FinTech space, there’s undoubtedly a ton of support content you could create surrounding your financial services.
My FinTech SEO services can help you with the keyword research, content marketing approach, and sustainable FinTech SEO strategy so that you can reap the benefits of having a robust support content section on your website.
7. Scaling with Programmatic SEO
Programmatic SEO is something that can help you build an extensive library of optimized content, fast. It’s a must-have in any FinTech content strategy.
Basically, programmatic SEO is the automated (or, in some cases, semi-automated) production of keyword-targeted pages.
Let me explain.
Take a company like Credit Suite. Credit Suite has a page dedicated to Small Business Loans in Florida. Ranking high for this long tail keyword can help generate traffic.
But do you know what could help generate more traffic? Ranking for every state can help you maximize your FinTech SEO efforts.
When you target every state and automate the process, you can create another 49 keyword-rich pages quickly. Programmatic SEO allows you to rank without needing to painstakingly create location pages for every potential location you’re targeting.
You could even do this for more granular local SEO keywords or pricing information.
My experience with programmatic SEO will help you generate ranking content faster with less difficulty.
8. AI Overviews and LLMs
My client may be in this screenshot
If you’ve searched for anything on Google recently, chances are that you’ve seen the new AI Overviews feature they’ve been rolling out.
Many marketers fear AI Overviews because they don’t know how they work. While it’s true that they’re changing the game, they’re just as manipulable as the traditional search results. AI
Overviews draw from information currently on the web. In fact, one study recently conducted by Surfer SEO found that approximately 52% of sources featured in AI Overviews ranked in the top 10 on SERPS.
Google skews toward featuring the top sources in their AI Overviews. Despite what others might say, traditional SEO is still a relevant SEO tactic with the addition of this feature.
ChatGPT and LLMs are another common topic of concern in the marketing space, although they’re far less impactful and aren’t redefining digital marketing nearly as much, as is demonstrated in the following chart.
I have a dedicated approach to AI overviews that helps my clients get seen by Google. With my SEO services, you’re not just ranking high on SERPs; you’re getting featured on AI overviews as well.
Bringing It All Together
With a comprehensive FinTech SEO strategy that prioritizes SEO research, content marketing, link building, outreach, and overlooked elements like programmatic SEO and AI Overviews, you can start seeing the traffic, engagement, and profitability your organization demands.
GB Digital is the FinTech SEO digital marketing agency that will deliver the desired results. Get in touch with us for your discovery call to take your SEO to the next level!
