SEO FOR FINANCE COMPANIES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Plus the Search Console Performance report gives info on search results impressions, click-through-rate, and average keyword rankings.

Although there’s no direct algorithm “ranking signal” for YMYL, the search engine’s algorithm can treat specific topics differently if it knows they are finance related – all with the goal of making sure searchers see only the most accurate and honest results in the search results page (SERP).

Creating accurate search optimized title-tags is part of why on-page SEO is important in marketing for financial services. Title tags are one of the most important algorithmic ranking factors – and search engines use them to determine keywords, for that reason a good finance SEO campaign should combine keyword research, content writing, and meta data.

Good title tags should:

Marketing with SEO for finance companies means relying on much broader traffic – specifically for long-tail keywords that match not just your conversion focused landing pages – but also low-level blogs and info pages.

B2B marketing for financial services.

Google gives some insight on why title tags are so important – in SEO for finance companies, it’s a good idea to make sure they also fit with concepts like YMYL and freshness. Accurate, descriptive, and not misleading.

Thankfully, Bing/Yahoo search engines function largely the same way that Google does – with a few differences.

Part of SEO for finance companies and FSI focused websites means that marketers that build out an optimization campaign for Google will still likely perform on Bing as well.

Content meant for finance SEO should also follow Google’s webmaster guidelines. Their guidelines are key to understanding what makes good content for search, as well as warnings on what sort of bad-practices can lead to penalties.

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.

A thorough and high-quality social media presence can help grow brand recognition, content shares, and backlinks by expanding the visibility of brand content. Plus, for FSI SEO, being able to build traffic to low-level pages for long-tail keywords hinges on building backlinks to content like blogs, guides, videos etc. For algorithms on Bing, social presence is even a minor ranking signal.

Click on the links here to skip to each topic:

Learn More.

The most important first step to search optimization. This step sets the path for other optimization techniques as well as the foundation for content creation, keyword optimization, site design, and even social media content.

In the example below, Intuit was able to focus instead on keywords involving “small business” “online” accounting software for traffic that’s easier to get and more likely to convert.

Blogs and inbound marketing.

Especially in the case of optimizing title-tags (like in the square in the image above).

Blogs are one of the single best ways of driving trafficking to your site. As part of marketing for financial services, blogs/info articles should be based on long-tail and specific keywords from the keyword research phase – and combined with concepts like “EAT” and “search intent” brands can create content that is high-quality, educational and detailed.

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.

This means websites that are heavily focused on topics regarding people’s wellbeing, their finances, their health, safety and more. SEO for YMYL websites is especially important in FSI marketing since it applies to financial sector topics like investing, banking, finance-legalities/taxation, certifications, etc.

Since customer experience and personalization is so important to FSI brands – being able to tailor SEO for finance companies means understanding the psychology and search habits that people use.

SEO for financial services is an important first step in internet marketing since it represents the single biggest segment of internet traffic. Research from BrightEdge suggests that 53% of all internet traffic comes through search engines, and that it generates more than 40% of all online revenue. For business-to-business traffic the share is even higher.

With SEO for finance companies and FSI websites – content is particularly important since websites tend to be smaller, and they feature fewer landing pages. Otherwise blog posts, info pages, multi-media content, press releases, and white papers can help trickle in important organic traffic. In fact these are often most important.

Meta data optimization.

A lot financial services organizations and companies focus on business-to-business services and commercial site traffic. But this doesn’t make SEO any less important, afterall 57% of business-to-business marketers believe that SEO generates more leads than other marketing strategies.

The downside of outsourcing is the cost that comes with it for smaller businesses – though even in SME digital marketing it might be worthwhile.

Companies can improve their finance SEO strategies by:

Content that is expert, authoritative, and trustworthy is not only better for search performance, but it can help improve brand reputation, plus – when the customer’s end goal is in mind – it can help move visitors through the funnel toward conversion. Google describes this idea as “needs met” where high-quality content can be described as meeting the needs of visitors based on their “search intent” and which will get them where they want to go.

For nav-bar pages, guide pages, and long-form blogs – EAT should be the main goal to help improve customer satisfaction and to increase shares.

There are also technical parts of SEO for finance sites that mean making sure their URLs can actually be found, understood, and indexed by the search indexing “bots.”

Data is crucial to search optimization and digital marketing. The go-to analytics tools include Google Analytics (including the new Google Analytics 4), Google Tag Manager (GTM), and Google’s Search Console – the data from these tools can be used to measure results that can then be fed back into SEO for a more fine-tuned strategy.

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).

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:

If your company has offices in multiple cities, you should make sure each location claims its own separate Google My Business page. This gives you control over how your company information is structured, which contact details are displayed, and even lets you invite local customer reviews to improve your rating.

If done right, SEO can help your financial services firm boost credibility and land new customers. Read on to learn more about:

Technical SEO mainly refers to your site’s crawlability and indexability when it comes to automated site crawlers. It’s too broad a field to tackle here in full, but it’s primarily about improving your site architecture to help search engines and users discover your key pages.

When their personal wealth is at stake, customers tend to be more thorough and skeptical when performing research. Companies in the financial services sector therefore face an added pressure to come across as trustworthy and professional.

6. Improve your E-A-T.

Here are just some benefits of focusing on educational content:

Google will hold YMYL pages up to a higher quality standard and is likely to only elevate the absolute best content to the top of search engine results pages.

Gaining organic visibility in this saturated space requires content that is consistently outstanding and fully satisfies the needs of a well-defined target audience.

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.

Next comes the competitor analysis.

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.

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.

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.

Growing the organic presence of your site relies on many different activities across separate organisational areas. One way to consolidate and speed up your SEO efforts is to use a platform like Siteimprove SEO.

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.

9. Improve your local SEO.

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.

Once you have the full list of your search traffic competition, review their content and ask the following:

So how do you go about improving your SEO as a provider of financial services? Here are 10 tips to get you started.

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.

Off-page SEO refers to everything that happens outside your own site but may impact its search rank. This primarily deals with backlinks from external sources but can also include discussions of your company on social media, unlinked brand mentions, and so on. Unlike your site, off-page SEO factors are not under your direct control.

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.

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 for financial services.

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.

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.

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.

In order to evaluate whether your SEO strategy is a success, you must keep an eye on a few relevant KPIs. These include:

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.

According to E-A-T, your content must demonstrate true expertise in the subject matter, your company must be considered an authority by others, and your information should be trustworthy.

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.

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