Top B2B Fintech SEO Strategies Examined

The table below lists some of the top B2B fintech firms in 2025, according to Fintech Magazine and Beauhurst. We estimated their focus on B2B, based on revenue reports from company communications and reputable business summaries, and scored their key search marketing performance indicators based on data from Semrush.

It’s fairly obvious (and expected) the fintech companies that cater to both B2C and B2B audiences fare much better on domain authority scores due to their high public profile and regular press coverage these brands receive. The organic keyword coverage of some of the B2B-focused fintechs on this list is impressive, and can be attributed to their focus on generating high quality content, which helps SEO.

Before we get stuck in the detail, it’s important to understand that the core SEO principles for B2B and B2C fintech don’t differ. However, the SEO strategy adopted by B2B fintech companies must take into account the audience’s search behaviour, which is markedly different from that of consumers.

Company employees making fintech purchase decision do a lot more research than consumers before committing to a provider. That’s because the decision will almost definitely impact their core business. Fintech providers must, therefore, target long-tail, high intent keywords with a strong b2b focus.

Multiple stakeholders are often involved in the buying journey, which means vendors must cater to the decision-making considerations of varied roles – CFO, CTO, and procurement, among others.

All the standard SEO requirements of financial services firms apply to B2B fintech sites. Read our ultimate guide to SEO for financial services to get the basics right. Here we’ll focus on technical SEO considerations specific to fintech firms that sell to other businesses.

Role of E-E-A-T in B2B fintech

B2B fintech sits in an extreme end of the YMYL (Your Money, Your Life) category. Technical SEO must support trustworthiness, which is weighted heavily. Search engines and customers alike need to see your content is produced by qualified, real experts in finance, regulation, cybersecurity, payments or risk.

Enterprise buyers have much higher expectations of reliability and trust than consumers. It is critical for fintechs that sell to large enterprises to demonstrate credibility instantly.

Learn how to demonstrate E-E-A-T for financial services SEO.

Adyen and FNZ demonstrate experience by showcasing their big-brand clients prominently on their homepage. Both platforms also talk about fraud prevention and regulatory compliance on the homepage, though security and trust signals are a lot more muted on their homepage. The platforms don’t put authorship on their blogs and news articles front and centre, which indicates a lack of focus on authoritativeness.

Revolut and Wise, on theo ther hand, put trust signals front and centre on their homepage. They both show widgets and signals of trustworthiness, such as app store reviews, TrustPilot ratings prominently on the homepage. Customer support and fraud  prevention are also clearly stated, which helps build their E-E-A-T.

Content hierarchy for topic clusters

Long buying cycles with multiple decision makers require fintech marketers to produce a lot of content that addresses client questions and considerations at every stage of the journey. The vast volumes of content requires a well-thought-out site architecture and content hierarchy that supports this.

From an SEO point of view, creating topic clusters is important to demonstrate topical authority to search engines and AI platform LLMs. Your content should be grouped into primary “pillar” content that is usually broader in scope, and a number of cluster articles that deep-dive into specific sub-topics related to the pillar content. B2B fintech topic cluster content should range from basic knowledge to technical information, providing sufficient detail for different types of personnel involved in the purchase decision.

Mapping keywords to the B2B sales funnel can guide your content production. Typically, the top of funnel (TOF) content should be educational and problem-awareness related. Middle of funnel (MOF) content should be product and competitor comparison and evaluation related. And bottom of funnel (BOF) content should be transactional, targeting purchase-intent keywords.

Stripe content is organised throughout their site in easily-navigable clusters around specific pillar pages. This is seen in the form of product pages with cluster pages covering sub-topics like features, documentation, pricing, devices. And it’s also carried over to Stripe’s resources pages, which include customer stories – great to demonstrate experience for E-E-A-T – blogs, guides and press. All their customer stories link back up to product pages.