SEO Services for Fintech Brands

For sectors like fintech, which Google classifies as Your Money, Your Life (YMYL), there is a lot more scrutiny on quality and reliability. This means it is crucial for fintechs to improve experience, expertise, authoritativeness, trustworthiness (E-E-A-T).

There is much lower tolerance for low quality, unreliable, or incorrect content for financial services firms than businesses in other sectors.

Added to that, fintech sites are often dynamic and complex and must still adhere to strict regulatory guidelines, requiring special attention to technical SEO and site security considerations.

As mentioned in the previous answer, fintechs operate in a YMYL sector, where Google and LLMs like ChatGPT require demonstrable experience, expertise, authoritativeness, trustworthiness (E-E-A-T).

Fintechs don’t enjoy the trust and domain authority that traditional banks and financial institutions have earned over decades of careful PR and a local presence. Thus, they need to work harder to improve E-E-A-T, when competing against traditional finance giants for the same organic search position.

The primary SEO challenge faced by finance companies is earning consumer trust and demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Companies must prove they are credible and can be trusted by their customers.

Google, ChatGPT and other major search and AI platforms apply the highest level of scrutiny to financial content. This means run-of-the-mill SEO tactics are unlikely to succeed. Link building is also more challenging as it needs to be compliant and can limit how creative one can get with content and tactics.

Added to this, large, complex finance sites also face technical hurdles with data security, speed and mobile usability.

SEO helps you reach people who are actively searching for your product or services, which means it can drive highly quality leads with purchase intent. It also increases product discoverability and can align with your customer journey. It is, therefore, crucial for supporting product-led growth (PLG).

Similarly, by placing your fintech solution in front of enterprise buyers, SEO can drive qualified leads and can increase the ticket value by helping you reach high-ticket customers.

The inherent perception of high organic rank also helps build brand trust, which in turn enables longer term, sustainable growth for both PLG and enterprise sales.

Compliance requirements for financial services impact two aspects of SEO:

1. On-site SEO – regulators have strict guidelines on what can and cannot be said, what disclaimers must be added, and where. It is critical for content on the website to abide by these rules, which can feel quite restrictive for creative and copywriting teams.
2. Off-page SEO – the regulatory guidelines apply equally to content that appears to be promoted by or endorsed by your brand on third-party websites. This means all paid links must be clearly disclosed, and all link-worthy and PR content must include the necessary disclaimers and disclosures.

A robust fintech SEO strategy should cover all of these elements:

1. Audience & keyword research, including multilingual keyword research if your business is international.
2. Keyword strategy and competitor keyword analysis.
3. Technical optimisation including multilingual SEO considerations (hreflang etc.)
4. On-page content SEO.
5. Digital PR and link building for every country / language your business sells in.
6. GEO, which is SEO for AI search visibility.
7. Monitoring and reporting.

Broadly speaking, we recommend budgeting for 6-12 months before you can expect to see significant returns on your SEO investment, especially if your firm is a fintech scale-up without a solid history of PR and brand recognition.

Discover our wider fintech marketing agency services, which include paid search, paid social, and programmatic advertising for immediate impact.

That said, we appreciate the need to show investors results. With good SEO and partnering with a specialist digital PR agency, you should start seeing traffic generated by the PR activity itself, and early rankings for less competitive, longer tail terms, that will still drive incremental traffic within 3-6 months.

Read our guide to link building and digital PR in regulated financial markets.

Once again, it’s important to work with a specialist SEO agency for fintechs, like Accuracast, because we have years of experience and expertise delivering organic traffic in this highly regulated sector.