SEO FOR FINANCIAL SERVICES

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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Robert believes that banks should view content strategy as a core function of their business, not just a siloed marketing vehicle. According to Rose, banks need to “develop a strategy that includes content creation, management, activation, and measurement.”

Increased monthly organic search traffic by close to 700K within 19 months.

Video is a highly effective way to communicate with your audience. Yet 90% of financial firms have no video content. This is in stark contrast to the way that consumers and businesses consume information. People watch over one billion hours on YouTube every single day. Via mobile alone, YouTube reaches more adults between the ages of 18-49 during prime time than any cable network.

Building trust.

Beyond that, speed impacts user trust and usability, and this is an especially important consideration within the financial services industry. People may forgive a slower website if they’re just browsing articles or blog posts. But they won’t be as patient if your website times out when they need to access their bank account. If it happens more than once, they might even look for another financial institution.

Interactive elements can engage your audience and help you get better rankings on the SERPs because they’re great resources to earn backlinks across different websites.

In addition, you may want to include a security service notice in your global footer to reassure site visitors. For example, “Norton Secured,” “SiteLock Secure,” or “DigiCert Trusted,” lets users know they’re protected.

Read on to discover unique ways to approach your content, or check out this article to effortlessly 10X your content production.

Another ingredient in an effective financial services SEO strategy is to incorporate interactive content, such as financial planning tools, calculators, online courses and interactive infographics. For example:

When people use voice search, they’re looking for answers fast. That means your content can contain bullets, pull quotes, and other user-friendly “soundbites” to deliver that information as clearly as possible.

This is also in line with Mandy McEwen’s thoughts. She believes that financial services brands “need to staff up on creative content marketers who understand modern organic digital marketing.”

How SEO for financial advisors and services is different.

Increased Google Top 3 organic ranking keywords by 1081% within 19 months.

WARNING : Stay away from low-quality link-building strategies like paying for links or spamming the comment section of various blogs. Within financial services, such tactics aren’t just a bad SEO practice; they’re an easy way to tank the trustworthiness of your entire brand.

Slow websites with a poor user experience can become, to the customer, an unconscious indicator of the overall digital customer experience (DCX). In other words, make sure your website is mobile-friendly and runs like a new Lamborghini.

Video marketing lets you break down complex topics into easily digestible 2-10 minute videos to attract and engage a broader audience.

Interactive tools are not only extremely useful to prospective customers, but they also can generate significant quality backlinks to the web pages housing the interactive content. For example, the Bank of America mortgage calculator has attracted links from 348 websites and subsequently ranks on the first page of Google for approximately 1,170 keywords (Source: Ahrefs).

Opportunities in interactive content.

According to the Digital Growth Institute, only 16% of banks and credit unions have a documented digital customer journey. This represents a huge opportunity to differentiate your brand by providing relevant and compelling products, information and support to your prospects start-to-finish throughout their customer journey. Every stage should provide a clear path to the next step, whether the customer is on your home page, a credit card page or blog content.

Susan Guillory, President of Egg Marketing & Communications, agrees with that sentiment. She told us that “Financial institutions have, until recently, overlooked the importance of content in connecting with their audience.”

So, your content strategy should aim to address each of these stages in turn, from the loan-saddled college student to the first-time homeowner to the retired couple managing their investments and aiming to leave something in their wills for their grandkids.

Finally, if your financial institution has local branches, you’ll need to consider local SEO as part of your optimization efforts. You can optimize for local search by including schema in your website and by claiming your business in every location on major platforms like Google My Business and Yelp.

Even your fiscally-responsible, data-driven target audience isn’t off the hook here. Being emotionally-driven is just hard-wired into our brain on a subconscious level. The amygdala and limbic system comprise our “feeling” brain. Both are deeper, older, and prioritized before the logic-driven neocortex, our “thinking” brain.

According to Smart Insights, 83% of marketers believe that video is becoming a more important piece of their digital marketing strategy. While 66% believe that video produces the best ROI for social media marketing over any other format.

SEMrush – powerful suite of SEO tools to monitor keyword performance, provide competitor benchmarking and gap analysis, plus much more.

Screaming Frog – crawls and tracks websites to provide analysis on SEO performance and technical issues.

Video marketing, AI assistants and voice search have changed SEO priorities for marketers in recent years. It’s important to consider the different language people use when searching for business solutions via different format and devices.

Relevant and accurate links.

A big recent change in approach to SEO, especially for inbound marketing and content creation, is to build “ content pillars ” and “ topic clusters ”

Monitor your content’s performance and utilise the SEO tools available.

When it comes to quality of content, marketers should consider EAT , which stands for expertise , authoritativeness and trustworthiness . It’s important to produce content which reflects these attributes. Those rating the content look at:

As well as reaching out to respected sites and industry through-leaders when seeking backlinks, we recommend looking at content sharing opportunities, such as guest blogs, content collaboration and sharing your existing content to social media groups and websites like Medium, Reddit and Quora. These outreach approaches take time to implement but they are a big factors in successful SEO for Financial Services marketing.

Co-branded content collaboration.

New digital technology and social media trends influence the search patterns and buying decisions of consumers and businesses. Marketers must stay ahead of the curve and keep up with the changing face of SEO marketing.

Try to keep your content easy to understand. Using your audience’s language makes your content more accessible. It will resonate more with the reader. This is highly important in SEO for Financial Services companies, as the Finance and Banking sectors tend to overuse complex terminology and jargon, which can put readers off.

Don’t forget to respond to content engagement. If your blog enables users to leave comments, you should monitor and regulate this, responding to any valid comments and questions. Failure to acknowledge them sends the wrong signals to users and to Google’s content evaluators.

This customer-centric approach is at the heart of the inbound marketing methodology. Aligning business goals with customer needs helps to engage your audience and demonstrates how your company has the solutions to their needs, challenges and pain points.

Amount of content.

The Financial Services industry is changing fast and the sector is awash with FinTech start-ups and SaaS companies offering new technology and innovative solutions. Businesses within the industry need to evolve to thrive in this digital landscape. The traditional marketing and lead generation methods are still important, but strategic SEO for Financial Services is key to online growth.

This applies to social media engagement too. Responding quickly to post engagement is reflected on social profiles, whilst useful responses to comments on articles demonstrates interest in your audience’s needs.

Quoting sources and back-linking.

The accuracy of your content.

Who is the content author and how trustworthy are they?

When approaching SEO for Financial Services marketing, relevance, thought leadership and helpful content are all crucial. If you’re producing content that’s relevant to your personas’ interests, from a solution perspective, it helps you to attract them to your website pages.

Website pages which come under the categorisation of YMYL are scrutinised more than any other pages, so you need to ensure that your content is of the highest quality, relevance and accuracy. And be specific, so that you can give people clear and authoritative answers to questions posed in your content or provide information which offers real value to your target audience.

It’s important to have an outreach strategy for your content marketing plan, as gaining backlinks for your blogs and key website pages improves your traffic, ranking and domain authority. It also helps build trust and social proof.

Moz – offers SEO and analytics tools to improve link building, content marketing and search ranking.

Legal information pages: providing readers with legal information and advice, covering topics like marriage, divorce, child custody, worker rights, and creating a will, etc.

Be aware of the changing face of SEO for Financial Services.

Carry out keyword research into the subject areas you’re creating content around and incorporate keyword phrases that are most relevant and which receive the most search volume. Again, think specific. This will help your marketing content and pages to rank, as it’s difficult to rank for broad keywords.

If you’d like to learn more about what services Inbound FinTech offers businesses, check out our SEO services page.

Creating lots of great content on the subtopics within the subject area form topic clusters, which feed into the pillar page. The pillar pages should be long-form pieces of content, rich in insights and information related to the subject area. Any they should link out to the more specific subtopics and using CTAs to drive readers to content offers and money pages.

Other technical SEO considerations for optimising your online content include:

In this blog, we look at the vital role that SEO plays in Financial Services marketing:

HTML page content structuring (H1s, H2s, etc)

Finally, the quality of customer service delivered by companies has emerged as a key ranking factor, so we recommend embarking on a project to get your Customer Service, Marketing and Sales teams working together more efficiently. Online reputation is key for businesses in the Financial Services industry and this should now be a key consideration when looking to improve SEO for Financial Services companies.

Google has dedicated content evaluators, who use search quality rating guidelines to help them rank the quality of pages appearing on search results pages. The evaluators also establish how well Google’s algorithm is filtering out low-quality content around particular subjects.

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