Fintech SEO: Effective Tactics to Attract New Customers
The most successful fintech businesses continuously strive to create products that improve customer experience by enhancing speed, convenience, and reliability. However, simply developing innovative product-based solutions is not enough to stay ahead of the competition in this rapidly growing and evolving market. Fintech companies face unique marketing challenges that require a specialist approach.
Experience has shown us that trust can be a challenging thing for Fintech companies to build, as consumers may be wary of new and unestablished financial institutions. Additionally, companies in the space must navigate complex regulations and compliance requirements while still communicating an innovative value proposition.
A solution we've seen proven successful with this challenge is for forward-thinking fintech leaders to create valuable and informative marketing content that focuses on transparency and customer education.
By applying a consistent content marketing approach focused on providing value, Fintech businesses can position themselves as thought leaders in the industry, helping to increase brand loyalty and facilitate more positive customer interactions.
Content Marketing & SEO: A Powerful Combination
One of the fantastic things about search engine optimisation is that it increases your potential to reach new customers. As such, fintech companies should maximise content marketing efforts by integrating an SEO strategy into their content production.
Successfully ranking your content in search engines like Google gives you the opportunity to showcase your unique thinking and services to potential new clients, which then helps to drive relevant, organic traffic to your website.
That's why as a Fintech business, you should prioritise the creation of high-quality, data-driven SEO content. Thought leadership blogs and other content assets maximise your impact online by helping you to effectively reach the right audience at the appropriate point of the customer journey.
Summary: What is the Benefit of SEO for Fintechs?
When Fintech businesses harness the power of digital marketing in this way, SEO strategy and smart content marketing initiatives work together to drive increased engagement, generate leads, and ultimately convert prospects into loyal customers. It's a valuable digital marketing strategy that delivers measurable results.
Further Benefits of SEO for Fintechs
As competition continues to expand in the fintech sector, establishing a powerful presence on search engines like Google is key. Fintech SEO provides an effective and sustainable investment in an industry where regulations can limit marketing activity.
While paid advertising in the financial services industry can be complex, SEO allows you to establish a solid foundation for long-term growth through organic lead generation.
With the right strategies and SEO tactics in place on your website, fintech companies can see real benefits and maximise the advantages of SEO.
For example, one reason SEO has been shown to build trust and credibility among consumers is that high organic rankings are often seen as an indicator of a reputable business. This is especially important if you are a fintech startup or a smaller fintech business that may not have the same size marketing budget as larger financial institutions.
Successful adoption of fintech SEO tactics means that financial services businesses can improve brand visibility online, so it's important that even smaller businesses consider optimising their website and content assets for search.
A Data-Driven Approach: What Exactly is SEO?
Search Engine Optimisation, or SEO, is the practice of enhancing the visibility of a website or web page in the search engine results pages (SERPs). SEO is a critical aspect of any successful digital marketing strategy and can help you to drive traffic to your website organically.
However, it's not simply a case of stuffing keywords onto your site and hoping for the best. Effective SEO requires a strategic approach that involves a range of specialist techniques and tools, including data-driven keyword research, on-page optimisation, link building, and content creation.
By working these elements together, you can improve your website's search engine rankings and reach a wider audience. However, keep in mind that with search engines constantly updating their algorithms and ranking criteria alongside the continuing evolution of new technologies, SEO is an ever-changing field.
For this reason, it can be beneficial to work with a fintech digital marketing agency. At Beauxhaus, our team understand SEO and would love to help your brand devise a successful SEO strategy to achieve your online visibility goals.
How has Search Engine Optimisation Evolved in Recent Years?
SEO has significantly transformed in recent years. Search engine algorithms have become smarter, focusing more on user intent rather than just keywords.
Search Intent: Entity, Concept, and Category Search
One approach that has gained popularity in recent years is entity, concept, and category-based search. Rather than simply matching keywords in a user's query, these types of searches take into account the user's broader intent and the relationships between different pieces of information.
By doing so, they can often provide more accurate and relevant results than traditional keyword-based searches.
By structuring a page optimised for entities or topics, the focus is on providing the most exhaustive information on the subject, including everything associated with the entity or topic across formats like text, images, FAQs, videos, and bulleted lists.
Search engines referencing these pages provide the most relevant results for any type of search, be that voice, web, images, or video.
As businesses and organisations increasingly rely on search engines to connect with their customers and stakeholders, understanding how entity, concept, and category-based search works are becoming ever more important.
This has increased the emphasis on delivering high-quality, relevant marketing content that resonates with your ideal customer and satisfies the user's query.
This shift has also brought about more nuanced SEO practices such as topic clusters, and the rise of structured data like Schema markup.
Voice Search
Furthermore, the way we search for information has dramatically changed with the advent of voice search technology on the likes of Alexa, Siri et al. resulting in a larger focus on long-tail keywords and natural language that is more conversational.
Long-tail fintech-related searches could include examples like ‘What crypto should I invest in for 2023?’ or ‘What is embedded finance and why does my business need it?’
Visual Search
Additionally, Google Lens, the latest visual search tool from Google, is quickly gaining popularity as its own SEO option.
Visual search allows images to perform searches instead of text. This rapidly growing methodology of search is particularly useful for products and places, delivering quick and easy searches for users.
Therefore, product images and alt text should be maximised for better visibility in the search engine ranking pages (SERPs). However, it's important images are appropriately sized, or they will affect your core web vitals by weighing down your pages.
The benefit of adhering to Google’s E-E-A-T Principle
If you optimise your fintech website for SEO you will not only rank higher on search engines but also provide your audience with relevant and valuable content, which will help you adhere to Google’s E-E-A-T principle.
Google measures E-A-T (expertise, authoritativeness, and trustworthiness) to determine the helpfulness of their search rankings. To enhance the evaluation of results, E-A-T has recently been updated to include the ‘experience’ factor. E-E-A-T is now also focused on whether content demonstrates personal involvement or expertise on the topic.
As a result, fintech businesses and marketers must regularly adapt and refine SEO strategies to stay ahead of the competition in this ever-shifting digital landscape, particularly as AI and machine learning technologies continue to evolve.
In short, SEO has become more sophisticated.
How to Develop Your Fintech SEO Strategy
As the financial services industry is so competitive nowadays, establishing a strong online presence is essential for fintech companies. The success of any fintech SEO strategy relies on staying up-to-date with the latest innovation and trends in both the SEO and fintech space.
To ensure high visibility and increased web traffic, fintech companies need to optimise online content to match target audience intent and preferences.
Devising an effective fintech SEO strategy means balancing technical optimisation with the creation of relevant and engaging content.
It is a challenging yet rewarding task, as it allows competitive fintech businesses to differentiate themselves from their peers and capture the attention of the investors, partners and customers they seek.
Make Your Website SEO-Friendly
Making sure your fintech website is SEO-friendly is vital to the success of your online marketing. One of the key aspects of optimising your website for search engines is using on-page techniques like the right keywords.
Conducting keyword research to determine the most relevant and popular keywords in your industry is important for getting your website to rank higher on search engine results pages (SERPs).
As mentioned previously, SEO professionals are now also augmenting their ranking endeavours to focus on context and relevance, using entity-based SEO.
As such, expect to see suggestions for providing the most exhaustive information regarding the topic, including text, videos, images, FAQs, bulleted lists, and all other associated content
What exactly is keyword research?
Keyword research has always been a fundamental aspect of a solid SEO strategy. It can help fintech website owners and marketers understand how people are searching for their products, services, or information online.
It involves identifying the words and phrases that people use to search for information or products related to a particular topic.
How Does Using Relevant Keywords Help FinTechs?
Fintech is a vast field that covers many different areas, from digital banks to crypto exchanges, digital payments, and beyond. In order to navigate this complex landscape, it's important to be familiar with the typical fintech keywords that are used by your customers, and to understand the purpose of their searches, which is known as search intent.
Keywords in the space could include terms like blockchain, decentralised finance, digital assets, equity crowdfunding, distributed ledger technology (DLT), smart contracts, and many more.
By identifying and analysing the words and phrases commonly used by your target audience, fintech businesses can optimise website content and improve your chances of ranking high in search results.
Keyword research can also help identify gaps in the market and provide insights into areas of interest by illuminating exactly what your financial services customers are searching for.
Typical Finance Keywords: Quality over Quantity
Keyword research requires an in-depth understanding of your target audience, their search behaviour, and the current trends in the financial services industry. Keep in mind that an effective strategy involves finding the right balance between search volume, competition level, and relevance. Viewed in combination, these elements determine the level of opportunity on offer with any particular keyword.
For example, you may find that there is a ranking opportunity for a long-tail keyword whereas short-tail keywords tend to be very competitive and could well be dominated by fintech market leaders such as Klarna, Wise, Revolut, Monzo, Mint, Starling Bank or Blockchain.
Technical SEO: Think Bigger than Just Keywords
Implementing technical SEO measures is essential to maximise the visibility of your web pages in search engine results pages (SERPs). It’s important to remember that SEO goes beyond just having the right keywords; your website will need to have good core web vitals, such as a well-structured layout, relevant, high-quality content, optimised titles and meta descriptions, and easy-to-navigate pages.
This can help search engines better understand what your website is about and improve your website's relevance to specific searches.
By staying on top of technical SEO best practices, you will be able to present your website to search engines in the clearest and most accessible way possible, leading to higher rankings in the SERPs and increased traffic to your site.
Establish SEO Goals
In the ever-evolving world of fintech, there is a lot of competition for businesses looking to make their mark. That's why it's essential for fintech companies to establish clear search engine optimisation (SEO) goals. By setting objectives around keywords to target, page rankings, and levels of organic traffic, fintech startups can pave the way for long-term success.
The research and implementation of such SEO goals can help your company build a strong online presence, attract potential customers, and stay ahead of your competitors in the fintech industry.
By investing in SEO, you can drive more traffic to your website and increase the likelihood of converting visitors into paying customers.
SEO gets you to the right audience at the exact point they need you
So, in order to succeed in the highly competitive fintech market, it is imperative that businesses develop a comprehensive content strategy that leverages the power of data to deliver the right message, to the right audience, at the right time.
How to create a content strategy for a fintech company?
A solid content strategy is a must for any fintech business that wants to establish itself as a thought leader and connect with its target audience. Crafting a successful content strategy requires careful planning, research, and execution.
It's also essential to define your brand voice and ensure all content aligns with your messaging and supports your overall business goals.
To start, identify your business's unique value proposition and determine your target audience's pain points, interests, and needs so you can create content that resonates with them. This will help guide your content creation and distribution.
From there, consider a mix of content types, such as long-form content like thought leadership pieces, industry news analysis, educational resources, as well as user-generated content. Incorporate different types of content mediums from written articles to business podcasts, company videos, and infographics to keep the audience engaged. Consistency is also key, so establish a schedule and stick to it.
Lastly, measure your content's success regularly and adjust your strategy as needed to ensure you're achieving your desired results. With care and attention to these key factors, a strong content strategy can elevate your fintech business to new heights.
How can fintech companies optimise written content for SEO?
It's no longer good enough for fintech companies to just create great written content - you must also ensure that it's optimised for search engine visibility.
This means that every piece of content, from blog posts to product descriptions, needs to be strategised and carefully crafted with SEO in mind.
You need to ensure that you have implemented the relevant keyword terms into your content. Including high-quality, informative articles and blog posts incorporating these keywords at a specific density can help to increase website visibility and boost overall website performance.
In addition, creating engaging, evergreen content that is easy to read and share can help to establish credibility and drive customer engagement.
What are the SEO benefits of using internal links on your fintech website?
Internal linking is an essential aspect of SEO. An internal link is a hyperlink that passes from one webpage to another on the same domain.
Internal linking enhances user experience by providing visitors with a more effortless navigation experience, as well as enhancing the relationships between pages and keeping readers engaged with your fintech content.
By linking to relevant pages, internal links distribute link juice throughout the website, indicating to search engines how you prioritise your web pages. This increases the authority of your website, improves website ranking, and boosts organic traffic.
Moreover, internal links provide your users with a seamless, intuitive, and enjoyable experience by helping them navigate your website quickly, find related content, and get the information they're looking for.
Therefore, integrating internal linking into your website is vital to improve your website's user experience and make the most out of your SEO efforts.
Promote content on social media to boost ranking signals
Did you know that using social media can also impact your search engine rankings? By promoting your marketing content on social media, search engines will pick up positive ranking signals.
This is because social media can send traffic to your website, encourage backlinks from other credible sources and boost engagement. To learn more, read our blog about social media for tech companies.
Create Quality Link Building - Up your Backlinking and Outreach Game
Building quality links has become an essential component of any online marketing strategy and is essential to make the most of your SEO efforts. With the constantly-evolving algorithms of search engines, having strong backlinks to your website is a powerful tool to help boost your visibility and ultimately drive traffic to your site.
Creating quality links to your website can increase your domain authority and bring in targeted traffic. However, this is easier said than done.
Building links requires a deliberate and strategic approach that involves outreach to people like prominent financial bloggers, relationship-building with partners, and content creation.
Approach link building with a strategic mindset, one that emphasises quality over quantity. This means reaching out to reputable, relevant websites that share similar content or values and avoiding spammy or low-quality sites.
By elevating your backlinking and outreach game, you can establish your online presence as a trusted source within your field, leading to increased traffic, credibility, and ultimately, conversions.
So, take the time to craft a thoughtful link-building strategy and watch as your online presence flourishes.
Why SEO is more important than ever for Fintech and Financial Services Companies
Fintech SEO is an incredibly powerful tool when leveraged correctly. It can be the difference in whether your target audience is aware of your product or not, or whether they choose to invest with you or not.
As digital technology continues to evolve and play a larger role in all areas of business, it's more important now than ever to get ahead of the competition and optimise your fintech marketing strategy for success.
With the right tactics in place, you can unlock a new level of visibility for your business and attract more leads who are actively looking for your services.
By following the steps outlined in this post, you will be able to gain a competitive edge on Google, reach higher rankings, and capture more of the market share. With SEO being one of the most effective marketing tools at your disposal, it's the perfect time to get started.
Whether you DIY or work with a professional fintech marketing agency, make sure to apply these tactics and refine your approach over time to maximise success.
You can learn more about how we can help you with SEO on our search engine optimisation services page.