Andrew Shum
Posted by Andrew Shum

Fintech SEO: The Definitive Guide to SEO Strategies in Fintech

12 min read
Fintech SEO

The financial world is growing fast, and the fintech industry is undoubtedly at the top. Running a business in this niche is a good way to create a stable source of income. However, it’s a good idea to opt for fintech SEO services to find loyal clients and increase your revenue.

The benefits of a successful digital marketing campaign for your business will be truly jaw-dropping. You won’t just boost your sales but also significantly improve your reputation and rankings on Google. Nonetheless, SEO for fintech is impossible without proper preparation and a deep knowledge of search algorithms. Luckily, in this article, we will give you the most efficient tips to help your business grow.

Key Takeaway:

  • Fintech SEO is a challenging process focused on improving a company’s website to increase its rankings in search engines.
  • Client testimonials, site protection, and valuable content are the best ways to enhance your EEAT.
  • A successful SEO campaign for a fintech company should include keyword research, on-page optimization, link building, technical SEO, and content creation.
  • Partnering with other fintech businesses is a great way to attract prospective clients and get high-quality backlinks.
  • Performing a link audit allows you to define and eliminate spammy links to avoid lowering your website’s rankings.

What is fintech SEO?

Fintech SEO is the process of improving a financial technology company’s site and content to reach higher rankings on search engine results pages. It gives the business a higher chance to attract its target audience and build a strong client base.

What is fintech SEO

Modern financial technology companies face significant online competition, and the development of a successful SEO strategy is crucial to their business. After the implementation of efficient fintech content marketing solutions, you’ll get impressive results, including:

  • Increased online visibility
  • Stable growth of organic traffic flow
  • Higher lead generation and ROI.

Your SEO strategy may also include services that can improve your website performance, enhance user experience, and provide other significant benefits. Thus, your site will shine like a diamond after the professional digital marketing campaign.

Why is SEO important for fintech websites?

There are millions of websites, and the chances that your company will stand out from the crowd are extremely low. Luckily, opting for SEO services can become a game-changer for your business!

If you choose reputable fintech SEO services, your journey through the world of search engines will start with a comprehensive audit. This research will define all the strong and weak points of your online business as well as provide you with valuable insights related to your competitors.

After the proper analysis, your website will be ready for SEO for fintech service providers. Depending on your site’s current condition, it will likely be 3-4 months before you see the first results of your SEO efforts:

  • Higher rankings for the main high-volume keywords. You undoubtedly want your website to be the first in search results, and the implementation of an SEO strategy can make this dream come true.
  • Enhanced brand awareness. People are likely to opt for services from well-known companies. You can prove your expertise and reliability to the whole world and even search algorithms through SEO techniques such as link building and valuable content creation.
  • Long-term business goals. Unlike Google ads or social media marketing campaigns, a successful SEO strategy is your chance to establish a strong online presence. Even when your digital campaign is over, you’ll still be able to keep your rankings high by publishing valuable content and optimizing your site.

Best fintech SEO strategies in 2024

Best SEO Strategies for Fintech Companies

Developing a fintech SEO strategy is a complicated and meticulous process. Some search engine optimization techniques may be useless for the promotion of your businesses. Thus, it’s better to focus only on the time-proven solutions for the fintech industry.

Get a tailored SEO strategy for your business

Our SEO company is here to take care of your online business. We’ll prepare a digital marketing strategy optimized for your unique goals and needs. Due to our individual approach, we’ll ensure the best experience for you:

  • Detailed analysis of your competitors, market, target audience, and other important factors
  • Creation of exciting and engaging content to increase your lead generation and customer retention
  • Detailed reports of your fintech SEO strategy performance

Perform comprehensive fintech keyword research

If you want your website to attract the target audience, you should constantly add content that is relevant to the requests of your prospective clients. Of course, it’s impossible to do this effectively without proper keyword research. This is a sure way to discover the most popular search queries related to your niche.

fintech keyword research

However, it’s not as simple a process as it may seem at first glance. Efficient SEO for fintech service providers isn’t simply about picking a few popular keywords. There are many aspects you should consider:

  • Popular questions. Your prospective clients use search engines to look for answers to their questions related to the fintech niche. They may vary from “Why do I need online banking?” to “What are the best apps for budget management?” Your task is to identify these questions and provide valuable answers to them.
  • Pain points related to search queries. Make sure your content is focused on solving your target audience’s problems. It’s a good idea to provide your visitors with financial life hacks and unique tips.
  • Long-tail keywords relevant to your industry. It’s crucial to identify long, specific phrases that your clients are likely to use while looking for fintech services online.
  • Low-competitive keywords. Finally, you should pay attention to keywords that are unnoticed by the majority of your competitors. As a rule, they provide opportunities to reach the top of the search rankings and attract clients without competing with hundreds of other websites.

Comprehensive keywords research offers you a chance to not only enhance your content with popular keywords but also discover unique insights. Thus, your website will surely get through the SEO jungles to the top of Google search results.

Use best on-page SEO practices

It’s impossible to expand your business in the fintech market without professional on-page SEO. If you don’t want search algorithms to hide your website from prospective clients, all its elements should be perfectly optimized.


Meta titles and descriptions provide both your visitors and search algorithms with an idea of what your website’s page is about.

example of meta data seo

Professional optimization of these elements will not only improve your website visibility in search engine rankings but also increase clickthrough rates. All your metadata should be relevant, accurate, and filled with popular keywords.

Page structure

All your pages should include perfectly optimized headings. Use them to keep your content organized and increase its readability. Additionally, incorporating keywords into your headings can significantly increase your page’s rankings.

Page structure

URL structure

Usually, on-page SEO fintech also involves optimizing URLs. The experts implement appropriate keywords that describe the page content. Plus, it’s essential to remember important optimization rules, such as the necessity to separate words with hyphens instead of the usual spaces. And, of course, your URLs shouldn’t include stop words (”a”, ”the,” and others).

Launch off-page SEO campaign in fintech niche

Off-page SEO is directly related to the creation of a top-quality backlink profile. And if you want to build links that will boost your website’s credibility instead of reducing it, you should focus on your quantity of backlinks.

fintech link building

The truth is that if your website gets numerous backlinks from unreliable online resources, search algorithms will notice that and decrease your rankings. Thus, it’s better to stick to the time-proven link-building strategies.

Partnerships with other businesses

First of all, it’s wise to start the collaboration with reputable brands and influencers in the fintech industry. This strategic partnership won’t simply improve your reputation due to top-quality backlinks but also help you catch the attention of your partners’ audiences.

Outreach links

Outreach experts can help you get in touch with different popular online platforms. Take into account that these websites don’t need to be completely devoted to your niche to boost your rankings. There’s always a chance that a visitor of such a site will click on a link to your fintech company and become your loyal client.

Digital PR

Digital PR is an important part of the general fintech SEO campaign. It establishes long-term relationships with reputable online blogs and platforms. Thus, you can get valuable links from them and increase your brand visibility.

Niche directories

Many platforms offer their visitors access to different niche directories. As a rule, they cover different popular categories, including fintech. Getting into a couple of popular niche directories will undoubtedly increase your website’s organic traffic and sales.

Link audit

This is an integral part of efficient SEO for fintech service providers, but it’s often ignored by inexperienced specialists. Constant monitoring and management of your backlink profile is a sure way to discover any harmful backlinks as soon as possible. Their timely removal will ensure your website won’t get any penalties from search algorithms.

Technical SEO

Developing a website and adjusting its backend is a real challenge. Thus, there may be some bugs that affect your site’s general performance. It’s a good idea to get a detailed SEO audit to discover these errors.

Search engine crawlers like when they can easily discover, crawl, and index a website’s pages. Technical SEO ensures that even the tiniest bug won’t stand between your business and high rankings. The most important elements of your website include:

  1. Page speed. Both users and search algorithms appreciate when website pages load within a couple of seconds. You should keep your images, CSS files, and video content optimized to please both visitors and bots.
  2. Schema-markup. This essential element is the main tool for communicating with search engines. It explains the meaning of a page, its components, etc.
  3. Sitemap.xml. Search crawlers are unable to navigate through your websites without this XML file. You should keep an eye on it to ensure it’s completely bug-free and updated.
  4. Robots.txt. Although this file isn’t an essential part of the website, you still shouldn’t forget about it. Due to Robots.txt, you can provide search crawlers with instructions on which of your site’s pages should be indexed or ignored.
  5. 404 pages. Broken links have a negative impact on your users’ experience and your website’s position in search results. A successful SEO strategy should include an audit of the website that will define and fix these issues. Also, it’s a good idea to prepare a custom template for a 404 page.
  6. Website navigation. Finally, your site should have a clear architecture and seamless navigation. This will help Google understand your content better, pushing it higher in search results.

E-E-A-T authority optimization

E-E-A-T stands for four main components of website reliability you should consider. These cornerstones are:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness.

If you follow these principles while creating your content and developing your site, you can be sure that your visitors will acknowledge your expertise. Moreover, EEAT authority optimization is also a part of efficient SEO campaigns due to its positive effect on a website’s rankings. Here are several tips to boost your credibility:

  • Valuable content. If you prepare an SEO fintech article for your blog, make sure that it doesn’t simply contain high-volume keywords but also important information about the fintech industry. This will increase your chances of getting links to your site from other websites, boosting your online trustworthiness and increasing your organic traffic flow.
  • Guest posting. Guest posting on popular platforms is a great way to increase the number of top-quality backlinks and reach a greater number of prospective clients.
  • High-level website protection. Your site’s credibility also depends on its protection methods. For example, it’s essential to use HTTPS protocols, especially for websites run by fintech companies.
  • Clients’ feedback. Last but not least, make sure you collect and display positive testimonials from your clients. Thus, you can prove your expertise and show the measurable results of your work.

Content marketing strategy

While your website’s backend and design are important, you shouldn’t forget about your content. This applies not only to blog articles but also to your landing pages and descriptions of your financial services.

Your fintech SEO content strategy should focus on creating top-quality texts optimized for search engines. Meanwhile, the content should be interesting, up-to-date, and relevant to your target audience’s issues. It may also be a good idea to experiment with text formats to find the most efficient options.

Do you still doubt whether you should opt for content marketing services? Take a look at the results delivered by a blog on a fintech website.

wise blog content marketing

Luckily, you can reach similar results if you develop a proper content marketing strategy. During this process, you should follow five main principles:

  • Stay consistent. As soon as you develop your brand voice, stick to it in all your texts. So, always keep an eye on the style, language, and other elements of your posts.
  • Know your audience. Your website can help you achieve high customer retention and engagement only if your content suits your audience’s interests. Thus, it’s a great idea to analyze your prospective clients before writing new blog articles and refreshing your existing ones.
  • Provide updates. Make sure your content includes information about all the regulatory changes in the financial industry. For example, if you have information related to highly volatile currencies, you should regularly check for changes and update your text accordingly.
  • Don’t forget about images. It’s not a secret that reading long pages of text is incredibly tiring. Ensure your readers won’t get bored by improving your content with exciting images, infographics, charts, etc.
  • Highlight your advantages. You can promote your service via your content. Write articles describing how your fintech company can solve your potential clients’ issues. Also, you can provide examples and case studies that will prove your trustworthiness and the quality of your services.

Fintech website CRO

Conversion rate optimization consists of a variety of different techniques focused on increasing the conversions generated by a website. The implementation of CRO is extremely important for a successful fintech SEO campaign. As a rule, it’s based on four main methods:

  • A/B testing
  • Content improvement
  • Website performance enhancement
  • Optimization of site elements.

First, this process offers you a chance to reevaluate all your website elements and come up with more effective ideas, if necessary. As soon as you do this, you should examine these new solutions for your fintech company via A/B testing. Thus, you’ll see how search engine algorithms and your customers react to changes and which of them they like the most.

Track SEO results and adjust accordingly

Remember that a successful fintech SEO strategy isn’t a short sprint to achieve your goals. It’s a never-ending journey that requires regular analysis and management. SEO solutions change from time to time, and it’s essential to adjust to new trends if you don’t want your website to stop reaching your target audience.

The good news is that Google provides information about any changes to its search engine algorithms. Plus, many reliable analytical SEO tools and platforms may also come in handy when you decide to start tracking your website progress.

Fintech SEO troubleshooting

The implementation of a fintech content marketing campaign is an extremely difficult process. Even if you’ve planned everything and collected the necessary data, you still may face unpredictable SEO issues, including:

  • High competition. Fintech companies operate in an extremely competitive market. Thus, it’s a real challenge to overcome your business opponents and ensure stable growth of your organic website traffic. Luckily, you can overcome this issue by opting for professional fintech SEO services tailored specifically to your needs and goals.
  • Complexity. Crafting SEO-friendly content for fintech sites requires specific knowledge of this niche. Familiarity with the terminology and jargon is essential to explain these things to an average website visitor. The best thing you can do to overcome this problem is to hire professional writers or SEO content specialists with relevant experience.
  • Regulatory issues. Fintech is a highly regulated industry. You should always monitor these changes if you don’t want your website to contain inaccurate information. Ensure your services and your website’s content align with the latest compliance needs.
  • Industry changes. The fintech niche is currently at the peak of its evolution. Almost every day, new trends and financial solutions appear in this industry. It’s crucial to adapt your content and website elements to ensure your SEO strategy keeps pace with these changes.
  • Trustability. Finally, providing financial services is impossible without gaining your potential clients’ trust. If your company wants to prove its reliability, you should start creating top-quality content highlighting your expertise. Also, don’t forget about testimonials from your clients and valuable backlinks from popular websites.


Modern financial services companies need SEO strategies to keep their businesses afloat. Further, search engine optimization offers a variety of benefits, including increased lead generation, enhanced website performance, and higher website traffic.

At the same time, it’s impossible to develop and implement a successful fintech SEO strategy without proper knowledge and experience. If you don’t want to spend months discovering what solutions are most efficient for your site, you should opt for professional assistance.

For instance, our SeoProfy team can help you define all the weak and strong points of your website. After that, we’ll develop an individual strategy and use our powerful in-house tools to exceed your expectations and deliver the best possible results.

Andrew Shum

Andrew is the Head of SEO at SeoProfy. He has been involved in search engine optimization since 2016, gaining practical SEO experience across various niches and countries.

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