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On Google, high-level and broad search terms (head keywords) will often show more informational results and fewer actual business/brand results. Like the results below for “business accounting software”
Search traffic is the single largest source of web traffic there is – so it’s no wonder that SEO’s return on investment is the highest of any type of digital marketing.
In this case, the keyword research phase of search engine optimization is the most important since it means finding keywords that are specifically B2B focused and that demonstrate intent from business/commercial searchers.
Head keyword search results.
Bing’s ranking/indexing algorithm uses the same main factors as Google, including: content, HTML meta tags (like <title> </title> tags, and <meta name=”description” tags), backlinks (for example, <a href=” url “></a> links), and even internal anchor text links (ATLs). Plus, Bingbot reads sitemaps and HTML robots commands the same way that Googlebot does.
In B2B keyword research it’s important to pay attention to industry language/terminology, search behavior, and search intent – but also to not ignore “common language” search traffic that you might otherwise miss out on.
They are also one of the best ways of doing “inbound SEO” which means marketing to individuals that are already interested in your brand’s services/content and just need to find it easily. That can mean a finance SEO strategy with greater conversions and greater ROI.
Many marketers use tools like Google’s Search Console to monitor their domain for technical indexing issues or warnings from the search engine. Monitoring and auditing technical SEO can help prevent errors and deindexing problems that can hurt rankings.
Marketing for financial services means robust and competitive multi-channel marketing campaigns to keep up with competition across sectors like banking, wealth management, insurance, accounting, stocks, mutual funds, and more. One of the biggest forms of digital marketing includes finance SEO.
Thankfully, Bing/Yahoo search engines function largely the same way that Google does – with a few differences.
Keyword research and targeting.
Google has specifically condemned link building schemes (strategies like private blog networks, paid-backlinks, and even guest blogging in some cases) and these strategies can even lead to manual action penalties.
For natural backlink growth, Finance SEO strategies should use tried and true methods like high EAT content, blogs, and social media content.
The Analytics Landing Pages reports let’s businesses measure how visitors are arriving to their site, and too see info on new visitors, bounce rate, conversions/CR, and even goal completions (like creating an account or filling out a form) – all with the matching URLs.
3 out of 4 marketers claim that improving their SEO is their primary goal. So brands that ignore search engine optimization will be the first to lose out.
Link growth with social and content.
Companies can improve their finance SEO strategies by:
Especially in the case of optimizing title-tags (like in the square in the image above).
Click on the links here to skip to each topic:
Being able to find and target relevant (and accurate) keywords is key to creating a well-done on-page SEO campaign.
Internet marketing and even SEO for finance companies is set to become crucial as now 71% of FSI organizations indicate they intend to increase their digital marketing spend; plus more than 1 in 3 want to prioritize better customer targeting, and more than 3/4ths of all FSI companies are more likely to emphasize the “customer journey” in their marketing – meaning that finance SEO and the “SEO sales funnel” will be core to sustained online growth and finding marketing qualified leads (MQLs).
This research will inform the rest of your SEO strategy and help you map out your content plan.
Similarly, you must make sure that your site is optimised for mobile users. That’s because more than half of all online traffic now comes from mobile devices. Your site should load quickly on a mobile network, scale properly to any screen size, and be easy to navigate via touchscreens.
If you’re ready to improve the organic presence of your financial services company, consider Siteimprove SEO to scale up your efforts.
The most direct outcome of a well-executed SEO strategy is an increase in the amount of organic visitors to your site. As you rank higher for important keywords, more and more people will see and click through to your site in order to read your content.
If done right, SEO can help your financial services firm boost credibility and land new customers. Read on to learn more about:
2. Perform a content audit.
So how do you go about improving your SEO as a provider of financial services? Here are 10 tips to get you started.
Because of their importance, Google takes your site speed and mobile friendliness into account when ranking your pages. So focusing on these two areas is as critical for SEO as it is for your overall user experience.
But as a financial services provider, you’re likely to face extra scrutiny from visitors and search engines alike. You must go the extra mile to ensure your SEO content is up to scratch. After all, you’re expecting people to entrust you with their fortunes.
Finance-related subjects are often overwhelming for the average person. Many of them will be looking for guidance and advice. By helping your users with their problems, you’ll also be improving your SEO in parallel.
You will undoubtedly have company-focused pages on your site describing your financial services, pricing, and so on. But the key to real SEO success is to provide users with in-depth educational content that doesn’t have any direct selling intent.
What you’re looking for are topics and keywords that:
Most content within the financial services context will fall under the so-called “Your Money Or Your Life” (YMYL) umbrella. This is content that can potentially affect a person’s health, safety, happiness, or financial stability.
As your financial services company starts showing up for more searches, more people will become aware of it. Soon, they’ll be associating your brand with being a major player in the field of finance. In time, if your on-site content truly delivers what they’re looking for, you’ll also strengthen your brand credibility by positioning yourself as a reliable expert.
The growth within the Fintech and financial services sector shows no signs of slowing. The finance space is also becoming increasingly fragmented as numerous smaller players and software-as-a-service providers enter the market.
8. Focus on speed and mobile optimisation.
Online visitors expect pages to load fast. Slow websites are therefore terrible for user experience and on-site conversions. It’s important to identify and fix any slow loading pages or sitewide issues that prevent content from showing up quickly.
The more visitors to your site, the more of them you can eventually hope to convert to paying customers. SEO tends to be one of the best-converting traffic channels, because it relies on pulling in actively interested people instead of trying to capture their attention with paid ads.
Nevertheless, it’s important to monitor any off-page SEO activity and take steps to improve it. If you notice your brand listed on a site without a link, reach out to the site owner and ask for a backlink. Once your educational content is in place, you can embark on a dedicated outreach campaign to acquire relevant backlinks from reputable websites in your industry or financial niche.
Siteimprove SEO is an all-in-one suite of tools that can help financial service providers prioritise, control, and evaluate their SEO campaigns. It can help you:
SEO has also proven itself as a reliable source of high-quality B2B leads. Because of this, a growing number of established players in financial services are turning to SEO for their lead generation.
Gaining organic visibility in this saturated space requires content that is consistently outstanding and fully satisfies the needs of a well-defined target audience.
Siteimprove SEO: an enterprise SEO platform for financial services.
Here are a few ways you can do this:
There’s no quick way to “hack” your E-A-T standing. You must provide quality content and build your reputation over time, gaining valuable external links from trusted sources in the process. But here are a few relatively straightforward ways to improve your chances:
On a related note, you must also pay attention to E-A-T for your site and content. E-A-T is Google’s terminology that stands for “Expertise, Authoritativeness, and Trustworthiness.” It’s used by Google raters to evaluate the quality of a website, and it’s especially relevant in the context of YMYL pages.
Once you’ve improved your existing pages, you can move on to identifying new content opportunities. This takes the form of keyword research, which can be done using a third-party SEO tool.
As a financial services provider, your SEO success will rest on your ability to dive into complex topics that require a deep understanding of the subject matter. In addition to this, you’ll be expected to explain difficult concepts in simple terms that your potential customers can understand.
Once you have the full list of your search traffic competition, review their content and ask the following:
Users often search for nearby companies when seeking information or considering a purchase. As such, you should pay attention to your local SEO and identify location-specific keywords to rank for. For example, a search like “financial advisers in London” will be relevant to a London-based investment firm providing guidance on people’s finances.