When marketing a fintech brand, a strong online presence is crucial. After all, you’re targeting digital users, so putting your platform at their fingertips at exactly the right time is key to success.
That’s where fintech search engine optimisation (SEO) comes in. By targeting the search queries your audience are asking, you’re able to ease their pain points from the get-go and establish your platform as the ultimate solution.
To best utilise SEO for fintech, there are a number of trends to consider. You’ll need to adopt a reactive, content-heavy approach to keep up with fintech’s ever-changing search climate. Here’s how to use SEO to make your fintech brand stand out:
1) Target longtail, lower volume keywords
There are countless finance-related questions circulating the web, which means there are pages and pages of content providing answers. Answering your customer’s highly specific questions, which may have lower search volumes, will help ensure you’re tapping into search queries that your competitors aren’t.
What’s more, providing your customers with a direct and detailed answer to their niche query helps show them just how much your brand can help their finances, and may even help you land a featured snippet
For example, let’s say you’re a credit card company. While a general guide that targets the term ‘credit cards’ might be handy for those at the top of the funnel who are researching products, an article targeting a longtail phrase such as ‘how is my credit score calculated?’ or ‘how to improve my credit score?’ will help target those who are considering a credit card but aren’t sure if they are eligible.
2) Keep your Core Web Vitals in check
Core Web Vitals (CWV) are a set of metrics used by Google to look at three things: page loading speed; ease of interaction; and visual stability. Good-scoring CWV are a confirmed ranking factor and crucial in all SEO services, but we could argue that they’re even more relevant to fintech SEO.
If your website runs smoothly with a good user experience, it’s an advertisement that the products and digital services you offer will, too. To score well, make sure your site runs as fast and smoothly as possible; compress and size images appropriately, implement lazy loading, and work with your web dev team to slow your server.
3) Utilise internal data
More often than not, fintech brands harbour a wealth of unique data that can be repurposed as interesting, insightful content. This could be anything from customer spending habits to the effects of the economic climate.
Sharing internal data like this through blogs can give your content a unique edge that no other competitor has, plus it’s a way of engaging your audience and establishing your brand as the expert. It’s also an opportunity to outreach your content and strengthen your site’s SEO with backlinks – especially as data regarding spending habits is a major hook for journalists.
4) React to emerging trends
The world of finance is constantly changing, with new major news stories every week. Because of this, customers’ questions and properties are changing too. To insert your brand into trending conversations and show your audience that you’re keeping up, try to target emerging search queries.
Check Google Trends for any exploding topics around finance and create a blog post around these. Or, if you know a big change is about to happen that will affect your audience’s finances, anticipate the kinds of questions they’ll be asking and answer these too. Staying ahead of the curve will help you beat your competitors to popular search terms, so you can be the first to take the traffic.
5) Get experts involved in content creation
When reading and ranking content, Google considers the expertise, authority and trustworthiness of the page. To SEOs, this is known as E-A-T. The purpose of this factor is to ensure the content provided is reliable – after all, you wouldn’t want to get financial advice from a bookmaker’s blog.
Because finance is a very specialised subject, getting experts’ input into your site’s content is vital. When creating content around your target keywords, get qualified members of your team to provide commentary and ask your copywriter to weave this in. For example, if you’re writing an article about mortgages, get a real mortgage advisor involved.
Don’t worry if your internal team doesn’t have an expert for every keyword – you can always outsource. Reach out to external experts through Twitter or email and ask them to get involved. The chances are that they’ll be happy to get the exposure and website link in return.
These are just a handful of the fintech SEO trends you should consider in your digital strategy. To find out more, get in touch with a member of our team or learn more about our SEO and digital PR services.