24.05.2024 15:30

Mastering SEO for Fintech Firms

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Welcome to our comprehensive guide on SEO for Fintech. In the rapidly evolving financial technology landscape, having a strong online presence is essential for fintech companies to stand out.

As fintech continues to reshape the financial industry, mastering SEO strategies becomes crucial for these companies to reach their target audience effectively. This blog will explore tailored SEO techniques specifically designed for fintech businesses.

From optimizing websites for search engines to leveraging content marketing and social media, we will equip you with the knowledge and tools to enhance your fintech visibility, attract more clients, and stay ahead in this dynamic and competitive industry.

So, let’s dive into the world of SEO for fintech and unlock the full potential of your fintech venture. 

What is SEO?

SEO, which stands for Search Engine Optimization, is a digital marketing discipline focused on improving the visibility and ranking of websites’ pages in search engine results pages (SERPs). It involves a combination of technical aspects and creative strategies.

About half of SEO involves optimizing websites to help search engines like Google understand the content better (science). This includes ensuring the site is crawlable, structuring data so search engines can easily interpret it, and using relevant keywords.

The other half of SEO is about making the content appealing and user-friendly (art). It involves creating valuable and engaging content that satisfies the needs and interests of users. This aspect of SEO is important because search engines consider user metrics when determining a website’s relevance and authority.

The only search engine in town: Google

Indeed, Google dominates the search engine market with a staggering 94% share worldwide, making it the most influential search engine for websites and businesses. While SEO stands for Search Engine Optimization, it often translates to ‘Google optimization’ due to Google’s overwhelming market presence.

To rank high in Google for specific search terms, websites, and content must meet Google’s algorithmic requirements.

While Google provides some general guidelines through its documentation, it keeps specific ranking factors and their importance undisclosed. This prevents other search engines from imitating Google and websites from easily gaming the system.

Google updates its algorithm hundreds of times yearly, making it a dynamic and ever-evolving process. Keeping up with these frequent changes can be exhausting for website owners and SEO practitioners.

The Benefits of SEO

Many websites have little to no real SEO value, even though they are already indexed in Google.

One study even found that 90.63% of content receives no visitors from Google. One study found that the top results receive about 31% of all traffic for a specific term. 

Second-place results receive 24%; third-place results receive 18%. Results on the second page receive less than 1%. The unpalatable fact is that you will likely receive new visitors if your website appears on the first page of Google search results.

However, likely cause their sites don’t have decent SEO doesn’t indicate that they aren’t currently receiving visitors (see below, “1. Increased organic search traffic”). 

In this regard, many websites continue to perform the fundamental and significant task of acting as a digital storefront for returning clients.

What are SEO’s genuine advantages, then?

1. Increased organic search traffic

Organic search traffic refers to the traffic that comes to your website through Google’s search engine results without any direct advertising. It differs from paid traffic from Pay-Per-Click (PPC) campaigns. However, distinguishing organic traffic from direct traffic can sometimes be challenging.

Direct traffic does not have identifiable sources, and visitors might arrive at your site via links on other websites or by directly typing your website address into their browser. This can create confusion, as some direct traffic may look similar to organic traffic, especially when users search for your company name on Google (a branded keyword).

The primary goal of SEO is to attract new users who have yet to hear of your business. When someone discovers your website through a search related to your products or services, it is a successful outcome of SEO efforts.

2. Increased organic search traffic quality

The quality of organic search traffic is just as important as the quantity. It’s not just about attracting a large volume of visitors; it’s about attracting the right kind of visitors who are genuinely interested in your website’s products or services.

Understanding the search intent behind specific keywords is crucial to an effective SEO strategy. For example, if a fintech company providing debit or credit card manufacturing services targets a keyword like “card manufacturers,” they might attract significant traffic. However, most of this traffic will likely be consumers or businesses searching for greeting card manufacturers, which is irrelevant to the fintech’s offerings.

Fintechs must identify and target keywords that align with their specific products or services. This involves understanding the search intent behind each keyword and tailoring the content and optimization efforts accordingly.

By doing so, they can attract visitors who are more likely to convert into customers or clients, ultimately maximizing the effectiveness of their SEO efforts.

3. Increased search visibility

Search visibility is a critical metric in SEO, representing the traffic a website receives for ranking keywords. A comprehensive SEO strategy aims to achieve higher visibility across multiple relevant search terms.

For instance, if your top-ranking result for a specific keyword attracts 31% of users who search for that keyword and click on your website, your search visibility for that particular keyword is 31%. Calculating the percentage share of clicks you receive for all your target keywords and averaging them gives you a broader search visibility metric.

Higher search visibility means that potential customers who have never heard of your fintech business have a better chance of finding your website than your competitors.

This increased visibility in search results enhances your site’s perceived authority and establishes your domain as an authoritative and trusted source in the fintech industry.

The Basic Elements of SEO

SEO can be roughly divided into the following three categories:

1. Technical SEO

Technical SEO focuses on your website’s “crawl-ability” and speed, ensuring that Google’s bots can easily crawl and understand it. Specialized SEO software can help you crawl your website and identify any technical issues hindering its performance.

Ahrefs and Semrush are two well-known SEO software tools that offer site audit features once you set up a paid account. They can provide valuable insights into your website’s technical health. Additionally, more specialized tools like Screaming Frog and Sitebulb focus on technical audits.

Common technical website issues include broken links, slow-loading pages, missing page titles, and more. Technical SEO involves addressing and improving these issues to make your website more accessible to both Google and users.

2. Keyword research & Content Strategy

Keyword research uses SEO software to estimate metrics related to different search terms, including words, phrases, or questions (“long-tail keywords”).

There are three main metrics to consider during keyword research:

Keyword Difficulty: 

This metric is usually measured on a scale of 0 to 100, with 0 being the easiest and 100 the most keyword difficult to rank for. It indicates how challenging achieving a high ranking for a specific keyword would be.

Keyword Search Volume/Traffic: 

This metric provides estimates of the expected global and national search volumes for keywords. It can often surprise website owners as the search volumes for certain keywords may not match their initial expectations.

Keyword Search Intent: 

This refers to the intention behind a user’s search query. Understanding the search intent is crucial because it helps determine what type of content to create for specific keywords. For example, someone searching for information on ‘how do card terminals work?’ is likely looking for a blog or informational content, while someone searching for ‘purchase a card terminal’ intends to make a purchase and would be better served by a product page.

Keyword research is vital for optimizing website content and pages to align with the target audience’s search behavior and preferences. It helps select the most relevant and effective keywords across different website areas, such as the home page and service pages.

Assigning appropriate keywords on the home and service pages influences the content and copy to match user search intent. However, not all pages require keyword optimization, such as ‘About’ and ‘Contact Us pages, which serve different purposes.

The primary goal for SEO-focused content, such as articles or blogs, is to rank for specific keywords in search engine results. These articles are strategically planned and structured to outperform existing content in the top rankings. They are not heavily promoted like other marketing content and aim to gain readership as they rise in Google rankings gradually.

3. Backlink outreach

‘Backlinks’ are links to your website from other external websites. The most desirable backlinks possess one or more of the following characteristics:


Backlinks should come from websites that are thematically related to your business or industry. For example, if you run a fitness website, backlinks from health and wellness websites would be relevant.

High Domain Authority: 

Backlinks from websites with high domain authority carry more weight in terms of SEO. Domain authority is a metric that reflects a website’s overall trustworthiness and credibility.

Good Traffic Levels: 

Backlinks from websites with substantial traffic can drive more visitors to your site and increase your visibility.

While creating exceptional content can naturally attract backlinks, in practice, there are various strategies to acquire or increase the likelihood of gaining backlinks:

Content Types: 

Certain types of content, such as infographics or data-rich studies, tend to attract more backlinks because they offer valuable and shareable information.

Outreach Tactics: 

Engaging in outreach to other domains can be effective. For instance, you may offer to write a guest post for another website in exchange for a mention and backlink to your site.

Competitor Analysis: 

Utilizing SEO software, you can analyze the backlinks that your competitors have earned. By categorizing them based on factors like guest posts, mentions, or profile pages and sorting them by domain authority, you can target similar websites for outreach via email.

SEO for Fintech Firms

Now we’ve provided an overview of SEO, let’s look more closely at the hows and whys of SEO for fintech.

Why should fintech companies care about SEO?

Currently, Google receives close to 9 billion queries daily.

Fintech customers are online, whether doing business with other businesses (B2B) or with other customers (B2C). Instead of going to actual stores, they find things via the web and app store.

Here are two advantages of effective SEO for fintech.

1. Measurable, qualified traffic

Thanks to SEO platforms and software, we can estimate the monthly search volume on Google and other search engines for specific product-related keywords. Let’s consider the example of Blue Payments Ltd., with the following monthly traffic values for their targeted keywords:

  • What is a retail payment system? – 280 searches
  • How do payment systems work? – 160 searches
  • How to set up a credit card payment system? – 160 searches
  • Retail payment system example – 350 searches
  • Retail store payment system – 580 searches

2. Brand visibility and authority

Fintech is a digital industry differentiating itself from traditional financial services and banking. However, the term ‘fintech’ has become a popular buzzword, and even non-fintech companies, including banks, are trying to position themselves as fintech entities.

To effectively reach their target audience and promote their products, fintech companies can utilize various digital marketing channels such as social media, pay-per-click (PPC) advertising, and video SEO (which differs from traditional SEO). These channels are valuable for brand exposure and educating potential customers about their offerings.

The fintech market is competitive among other companies and attracts non-fintech companies seeking to engage with similar audiences. As a result, fintech companies need to have a comprehensive digital marketing strategy that includes Google as a key component.

What is SEO for Fintech Firms?

SEO for fintech is SEO work done by SEO experts who are also familiar with fintech.

As noted, Google’s algorithm aims to provide consumers with the most accurate and high-quality search results.

Understanding the fintech market and how your product satisfies the needs of a consumer or B2B audience is crucial for achieving these goals.

Know your fintech

To complicate is simple, to simplify is complicated…” as the artist Bruno Munari once said. 

Indeed, creating content that ranks well in search engines is both a challenge and an art. The success of such content ultimately depends on user metrics, as Google analyzes factors like the time visitors spend on a page and their subsequent actions, such as whether they return to the search results or click on another link.

Providing clear, engaging content that aligns with the user’s search intent is essential. If your SEO efforts involve incorporating keywords in an unsophisticated manner, it can disrupt the user experience and lead to high bounce rates, negatively impacting your website’s performance.

For fintech companies, another crucial consideration in marketing is budget constraints. 

Fintechs typically have little funds for long-term paid advertising, such as pay-per-click (PPC) campaigns. Therefore, developing an effective SEO strategy becomes even more vital as it offers a lower-cost, long-term marketing approach that can drive organic traffic and establish a strong online presence.

Know your target audience.

Understanding your product or service and your target audience is crucial in fintech marketing. The fintech industry is diverse, encompassing various consumer and B2B offerings, including back-office technology providers, issuers, acquirers, and supporting services.

When planning your fintech SEO strategy and creating content, it’s essential to consider the intricate interdependencies and perspectives within the industry’s ecosystem.

Fintech job roles may not be as rigidly defined as in other industries, so that you may encounter individuals with multiple responsibilities. For instance, you might come across a CFO who also serves as the head of marketing. This information should influence the orientation and focus of your content.

Fintech SEO Strategy

Improving your site’s SEO can involve various strategies and approaches, and the right path for you will depend on several factors, including your domain size, authority, niche, and competition. However, here are some general points to consider when formulating your SEO strategy:

Prioritizing Tasks: 

Before diving into SEO efforts, it’s essential to prioritize tasks. Starting with a technical audit makes sense because ensuring your site is being crawled and indexed by search engines is fundamental. Other optimization efforts may not yield the desired results if technical issues hinder proper indexing.

Technical Audits: 

Conducting a thorough technical audit helps identify any underlying issues with your website’s structure, site speed, mobile responsiveness, and more. Fixing technical issues ensures that search engines can easily crawl and index your pages, making it easier for them to understand and rank your content.

On-Page Optimization: 

Once your website is technically sound, focus on optimizing your on-page elements. This includes writing high-quality, relevant, engaging content that aligns with search intent. Use relevant keywords strategically in your titles, headings, meta tags, and throughout the content.

Backlink Campaigns: 

Building high-quality and relevant backlinks from reputable websites can boost your domain authority and improve search rankings. Focus on outreach efforts to acquire backlinks from authoritative sources within your niche.

Content Strategy: 

Develop a content strategy that caters to your target audience’s needs and interests. Regularly publish valuable and informative content to establish authority, attract organic traffic, and engage your audience.

User Experience (UX): 

Pay attention to the user experience on your site. Ensure it is easy to navigate, mobile-friendly, and provides a seamless experience for visitors. User-friendly websites are more likely to retain visitors and decrease bounce rates, positively impacting search rankings.

Competitor Analysis: 

Analyze your competitors’ SEO strategies to identify gaps and opportunities. Learn from their successes and failures to refine your approach.

Analytics and Monitoring: 

Implement tools like Google Analytics to track the performance of your SEO efforts continually. Analyze metrics such as organic traffic, bounce rates, and conversion rates to measure the effectiveness of your strategies and make data-driven improvements.

Technical audits & core web vitals

Achieving amazingly good core web vitals and perfect page speed for every page on your domain is a worthy goal. Still, it may not be necessary to immediately attain a perfect SEO health score for most websites. It’s essential to prioritize tasks and tackle high-priority issues first. Here are some points to consider:

High-Priority Issues: 

Identify and address critical issues impacting your website’s performance and user experience. These could include technical problems, broken links, mobile responsiveness, and major on-page optimization opportunities.

Balanced Approach: 

While improving core web vitals and page speed is important, it shouldn’t come at the expense of other essential aspects of SEO. Writing high-quality and relevant content, optimizing on-page elements, and building backlinks is equally crucial for a well-rounded SEO strategy.

Incremental Improvements: 

SEO is an ongoing process, and addressing issues incrementally over time is okay. Prioritize the most critical areas first and gradually dedicate time and effort to fixing other issues.

Consistent Efforts: 

Make continuous efforts to improve your website’s overall SEO health. Regularly monitor and analyze performance metrics and adjust to enhance user experience and search visibility.

User-Centric Approach: 

Keep the user experience at the forefront of your SEO efforts. Aim to provide valuable content and a seamless browsing experience to keep visitors engaged and satisfied.

Adapt to Changes: 

Search engine algorithms and user behavior evolve. Stay updated with the latest SEO trends and adapt your strategy accordingly.


Backlinks are crucial and have a significant impact on rankings. However, they are usually given little priority immediately, much like with less critical technical concerns.

Quality over quantity

When targeting a wide range of keywords, especially those that can be effectively addressed through blog content, it’s essential to balance quantity and quality. While writing a lot of content can help target various keywords, it should not come at the expense of compromising content quality.

High-quality content is crucial for several reasons. Firstly, it has a better chance of ranking higher in search results, thus increasing its visibility and attracting organic traffic.

Secondly, well-crafted content provides value to readers, leading to higher engagement, longer time on site, and increased chances of converting leads. Conversely, poor-quality content can harm your brand reputation and deter potential customers from engaging with your website.

Creating valuable content that resonates with your target audience requires time and effort. Rushing to produce large volumes of content without focusing on quality can be counterproductive in the long run.

Instead, investing time and resources into creating insightful, well-researched, and compelling content will yield better results and establish your brand as an authority in the industry.

It’s important to set realistic timeframes for your SEO efforts. SEO is not an instant solution, and it takes time for search engines to crawl, index, and rank content. The impact of each stage of SEO work may not be immediately apparent, and it may take several months to see the full effects of your efforts.


In conclusion, SEO for Fintech is a powerful tool that can significantly impact the success of fintech companies in the competitive financial landscape. By implementing effective SEO strategies, fintech businesses can enhance their online visibility, attract more clients, and establish themselves as trusted and innovative players in the industry.

Optimizing websites with relevant keywords and valuable content, leveraging social media, and staying updated with SEO trends is crucial for fintech ventures to thrive and stay ahead in this dynamic and ever-evolving field. With a well-executed SEO plan, fintech companies can impact the financial industry, driving technological innovation and transforming how we approach finance in the digital age. 

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