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Financial Services SEO


Financial Services SEO

Bespoke SEO Strategies for Finance Companies

Did you know nearly 80% of financial services feel their online presence is weak? They offer quality services to their clients but struggle online with their brand and lead generation. Tailored financial services SEO plans are crucial for them. At FinGrowth Digital, we offer these plans, which are designed just for finance companies.

Why Choose FinGrowth Digital For Your Financial Services SEO?

I, Nathan, have spent nearly 30 years working in professional services, especially financial services. I have been a mortgage broker and went on to own a full-service finance company offering mortgages, insurance, and pensions. I’ve worked in other areas of financial services as well, even up to spring 2024, but the key point here is, with one of my companies, I hired a firm to do SEO for me, to build up my brand and get me more inbound leads, and they did a terrible job. 

Rather than let it get me down, I learnt SEO myself, and in doing so, I’ve been helping others in the financial services field increase their brand awareness online and, most importantly, generate more leads and business. 

Being someone who knows the industry, the requirements, and the pressures of competing in a highly competitive niche, as well as knowing how to carry out high-quality SEO that gets your website above all your competition, is vital.

This is why we do bespoke SEO as a company. Each area of financial services is different, and each one has different online competition levels. For example, your business’s geographical location impacts what is needed; if you are in New York or London, you will need a different strategy than a finance company based in a small town in New Hampshire or Cornwall in the UK.

We start by reviewing your company’s online presence to determine what’s working and what needs improvement. This helps us craft an SEO plan that fits your company’s goals.

We do deep research on keywords and the market. This ensures that your firm finds the right online audience, which is key to winning in the tough finance sector.

Using Google’s search API, we provide an in-depth analysis of the traffic potential your website could get so you can see the potential business you are currently missing out on.

SEO needs ongoing work to keep up with the regular changes and updates Google makes to their algorithm. In the past 12 months (May 2023-May 2024), Google has made 10 major updates to their algorithm that has spun the SEO world each time. We not only keep an eye on things and come to an understanding as to what changes have occurred, but we also react positively and update our strategies so our clients keep ranking. 

With FinGrowth, you always know what’s happening with your SEO. We not only provide our client with clear monthly reports, but we are available at any time during the business week, to update and discuss things with you. This makes sure you trust the SEO journey your company is on.

So, we have the answer if you’re a finance company needing better digital marketing. Our SEO strategies help financial service businesses grow. 

The Importance of SEO for the Financial Services Industry

SEO benefits the finance sector. It is becoming key to credibility and drawing in new clients. In fact, a recent study by Google Insights stated that searches for ‘financial advisors’ have grown 74%  over the past two years. SEO helps increase website visitors through organic searches, which is vital in a competitive field such as the finance niche.

Building Client Trust and Authority

SEO helps financial services companies build trust and authority in several ways. Achieving top positions in search results enhances a firm’s credibility and visibility, making it easier for potential clients to find and trust them. 

Adhering to strict content standards is crucial in the highly regulated financial sector. By creating content that aligns with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles, firms can establish themselves as reliable and knowledgeable experts in their field.

Moreover, understanding and implementing Google’s YMYL (Your Money or Your Life) policy is essential. 

This policy holds financial services to higher standards because the information they provide can significantly impact people’s financial well-being. By producing high-quality, accurate, and valuable content, firms not only comply with these stringent guidelines but also build a reputation for trustworthiness and authority. 

Effective SEO strategies ensure that this content reaches the right audience, helping financial services companies foster lasting client relationships and maintain a strong, authoritative online presence.

Targeting Highly Specific Client Segments

SEO also enables financial services to target specific client groups effectively. By conducting thorough keyword research, firms can identify the precise terms and phrases their potential clients are searching for. 

This targeted approach ensures that content is tailored to meet different client segments’ specific needs and interests. As a result, the relevance and quality of the content improve, leading to higher search rankings and a greater likelihood of attracting the right clients. 

Financial services can enhance engagement and conversion rates by addressing the unique concerns and requirements of various audience groups, ultimately driving business growth and success.

Managing the Complexity of Financial Products

SEO helps explain complex financial products. Clear and expert content is crucial for teaching clients about different services. For instance, investment services need structured content that makes complex ideas easy. This helps clients understand better and shows the firm’s expertise.


Impact of SEO

Client Trust and Authority

Increases perceived credibility through high search rankings and authoritative content.

Targeting Specific Segments

Enhances reach and engagement by using comprehensive keyword research to attract the right audience.

Managing Complex Products

Educates clients effectively by providing clear, accessible information on complex financial products.

The Root of Custom Financial SEO Strategies

So, how do we then create a specific SEO strategy for a financial services company? 

Below I explain the exact process we go through to tailor our services to our clients needs.

Audit & Marketing Analysis: 

For finance firms, it all starts with a detailed SEO check. This check ensures that every plan is based on facts that fit each company’s specific needs.

Evaluating Current Online Status

First, it is important to assess the finance firm’s online status. We do this by closely examining website traffic and the effectiveness of the content. It’s key to see what works and what can be improved.

Spotting Areas to Get Better

A good audit shows both strengths and weaknesses. It shows where to make changes to be seen more online and improve site visits. Some steps may include better keyword use, faster website speed, and a better UX experience on the site.

Deciding on Goals

Knowing what needs improvement comes before setting goals. Goals give a clear path for a tailored SEO plan. Goals can be about getting better search results, more site visits, or more customer actions.

Here’s an example

SEO Part

Current Status

Goal For Improvement

Visible Online


Increase by 30%

Keyword Spots


Top 5 spots for 10 main keywords

Website Speed


Load faster, in under 3 seconds

Using Mobiles

Could be better

Make it easier to use on phones

Collaborative Approach

In finance, teamwork is key to strategy-making. This sector faces unique challenges. By working closely with our clients, we can create spot-on plans. These plans meet the company’s needs and adapt to changing markets.

As a company, we don’t see our clients as clients. We see them as partners. That is because we only work with one finance company in their niche in their geographical area. I have seen and even worked with agencies that have clients who are direct competitors of each other.

This approach is just about money and not true service to clients, and that is why I have taken the collaborative approach of not working with my clients/partners’ competition.

Align with Company Objectives

SEO plans must match the company’s goals. This means every step is designed to boost the company’s growth. A firm’s online presence and credibility soar when plans and goals align. This also readies firms to face digital competition confidently.

Comprehensive Keyword and Market Research

In the finance world, finding the right keywords is key for SEO. Nearly all consumers search online first for the different financial products of services they need, whether it is loans and mortgages, pension advice or insurance. Using specific keywords to answer consumer questions boosts visibility and brings in traffic.

Searches for “financial advisor” have increased by over 70%, which shows that more people are looking for financial help online. Choosing the right finance keywords is very important to reach these people.

As I mentioned earlier on this page, we use Google’s Search API to carry out in-depth market research to find what potential customers search for. This shows you the size of the potential market available to you, and it also helps you make content that meets their needs. 

On-Page SEO for Financial Services

On-page SEO is crucial for financial services. It improves a website’s content and technical aspects. By optimising website content well, financial companies can get noticed more on search engines. Being seen more not only boosts their online presence but also marks them as top players in finance.

Optimising Website Content

Enhancing website content is a crucial aspect of on-page SEO, especially in the financial services niche. Crafting high-quality, relevant content is essential.

Additionally, detailed and well-structured content increases the likelihood of user engagement, with 58% of people more likely to click on comprehensive results. Implementing structured data further boosts a site’s relevance and search engine ranking, ensuring financial services companies can effectively reach and resonate with their target audience. 

By optimising website content, we improve visibility, drive traffic, and establish our clients as authoritative voices in the industry.

Importance of Technical SEO

Technical SEO is vital, too. A technically solid website is easier for search engines to read and list. This means better search results. Using tools like Ahrefs and SEMrush helps. Good 

Content Creation: Navigating Regulations and Engaging Audience

Creating content in the financial services industry requires a delicate balance between creativity and compliance. At FinGrowth Digital we understand the importance of producing engaging and informative content while adhering to strict regulatory guidelines. 

We work closely with your compliance teams to ensure every piece of content meets these stringent requirements and captivates and informs your audience. This collaborative approach helps build trust and positions your firm as a credible authority in the financial sector.

Ensuring Engagement and Educational Value

Making content in finance should grab attention and teach something valuable. This helps firms form a stronger bond with their audience. It’s about answering their questions and offering good insights. Different methods like blog posts, infographics, and videos can help educate and engage people. Educational content attracts new clients and improves the experience, building lasting relationships.

Off-Page SEO for Financial Services

At FinGrowth Digital, we understand that a robust SEO strategy for financial services goes beyond on-page efforts. Off-page SEO is crucial for building a strong online presence and attracting a diverse client base. 

We work diligently to enhance our clients’ backlink profiles through strategies such as guest blogging, community participation, and securing high-quality backlinks from reputable sources. These efforts help establish your authority and credibility in the financial sector.

In addition, we regularly update your content to keep your site relevant and engaging. This not only improves your search engine rankings but also ensures that your audience receives the most current and valuable information. 

We also optimise for both local and broad searches, boosting your visibility across different regions and attracting a wider range of clients. 

By tailoring our off-page SEO efforts to meet our clients’ specific needs, we help you reach a broader audience and drive more traffic to your site, ultimately leading to increased conversions and business growth.

Ongoing Monitoring and Adaptation

SEO is not a one-off task, especially in finance. It requires constant attention. Keeping track helps ensure that strategies work well with new trends, allowing firms to grow and succeed online.

Continuous Performance Tracking

Checking performance often is key in financial SEO. It means watching how well your website does in searches and how many people visit. Using smart analytical tools, we help finance companies see if our SEO tactics are working. This helps to then make necessary changes to do even better in the search results.

Adapting Strategies for Sustained Growth

The digital world changes fast. So, finance firms must quickly change their SEO plans when needed. Being flexible means you can keep attracting people to your website. Thanks to our help, you can stay up-to-date and improve your online presence.

Reporting and Communication in SEO

The success of any SEO plan is dependent on good reporting and communication. We ensure our clients can follow progress clearly, by being transparent. This lets finance companies see how well the strategies work.

Transparency with Clear Reports

We provide all our clients with clear, easy-to-understand reports. These are key for open SEO actions. Clients learn about their SEO campaign progress through these reports. They cover keyword rankings, website visitors, and conversion figures. We can also provide reports on a wide range of online activities that are relevant to your requirements.

Bespoke SEO Strategies for Finance Companies

So as I have been pointing out, here at FinGrowth Digital, we design unique SEO plans for the finance world. 

So whether you are a mortgage broker, financial advisor, insurance company, investment fund, fintech, in real estate, wealth management or any other financial service, the SEO strategy we create for you, will truly be bespoke to your niche, needs, and location. 


An effective financial SEO strategy is key for any finance company aiming at long-term digital success. The financial services industry is competitive. A professional SEO team is needed to meet its unique challenges.

A tailored SEO approach boosts growth and visibility. It also meets Google’s E-E-A-T criteria, ensuring content shows Experience, Expertise, Authority, and Trustworthiness.

Because of my vast experience in financial services over the past 25 years, along with SEO and providing a quality service that gets results, FinGrowth is the right option for your financial services company to rank higher, be more visible in your marketplace, and generate more leads and revenue.

So if you are interested in knowing more, why not book a no obligation 15-minute discovery call with me and let’s begin the conversation of how we may be able to work with you in growing your finance business

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Most Relevant Questions

Here are some of the most frequent questions we are asked.

Bespoke SEO means creating SEO plans just for finance companies. It's key because finance is very complex and has strict rules. These tailored plans help reach the right people and deal with industry challenges.

FinGrowth begins by deeply analysing a company's online situation. Next, we work wth you to make SEO plans that fit the company's goals. This ensures the plans truly help your company reach its targets.

Researching the right keywords is critical. We discuss with you the keywords that draw in the right visitors. We focus on words that match what you as a finance company offer, helping attract people naturally online.

SEO boosts a firm's credibility by making its website better and creating respected content. Being easy to find in searches also helps. All this is crucial for firms that want to build lasting customer connections.

SEO is not a one-off task but an ongoing process, especially in the financial services industry. Given the highly competitive and regulated nature of this sector, continuous optimization is crucial to maintaining and improving your online visibility. Search engine algorithms are constantly evolving, and staying ahead requires regular updates to your content, keyword strategies, and backlink profile.

Moreover, the financial services industry frequently sees changes in regulations and market conditions. Consistent SEO efforts ensure your content remains compliant with current guidelines and relevant to your audience's needs. Regularly updating and optimizing your website helps you adapt to these changes, providing your clients with the most accurate and valuable information.

In essence, ongoing SEO efforts are vital for sustaining your competitive edge, building long-term client trust, and ensuring your firm remains a credible authority in the financial services industry.

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