Building a Fintech SEO Strategy that Boosts the Bottom Line

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Last Updated on June 1, 2021 by admin

A fintech SEO strategy is an integral component of a comprehensive digital marketing strategy for fintechs. Not only does SEO improve the findability of your website on search engines, but it can bolster organic traffic and build trust and credibility. Another sometimes overlooked benefit to enacting a solid fintech SEO strategy is an improved user experience.

When looking at the trifecta of acquiring new customers through digital content (paid, organic, owned), organic can be a significant contributor when SEO is taken seriously. Consider the following benefits to creating an effective fintech SEO strategy: 

  • Your message gets in front of the right eyes — organic traffic is important because it tends to be individuals searching for precisely what you’re offering
  • It contributes to the overall value of your website over time — as your website gets older and houses more content, your domain authority improves, and the more you can rank for specific keywords
  • It can boost revenue over time — if you have a solid fintech SEO strategy in place and you use it to inform your site content, you will experience a cumulative increase over time as you begin to rank more. More traffic means more leads means more conversions. It’s simple math. 

To take advantage of some of these benefits, you must have an SEO gameplan in place. Often, fintechs find this challenging, so we’ve included some hot tips in 2021 to help you hone your SEO strategy and boost your bottom line. 

Zoom in on Subtopics 

Google can now hone in on specific subtopics to provide better search results. What this means is that it will likely be easier to rank for long-tail keywords rather than broader core keywords that are highly competitive and more general — if your site (and fintech SEO strategy) supports long-tail keyword phrases. This doesn’t mean keyword stuffing your content with one long keyword phrase (like “commercial payments technology for restaurants”). Since Google leverages machine learning and AI, you can include a long-tail phrase once or twice and then similar phrases throughout the piece. 

This new delineation of subtopics essentially means that Google can better discern between more precise topics and provide more specific, accurate search results for people searching. Since Google is also now ranking passages of content (think a single, helpful paragraph from a long-form article), those rankings will likely be impacted by its ability to recognize subtopics. 

It would be wise for fintechs to consider different ways to express their long-tail keywords. If your keyphrase is “commercial payments technology for restaurants”, considering mixing it up with phrases like “payments restaurant technology” or “restaurant POS systems.”

Aim for Featured Snippets

Featured snippets present a huge benefit if your content is selected as it gives you a major advantage over other websites that may also rank for that keyphrase. It earns you significant visibility, even though not all searchers will click through the featured snippet (since they can see the bulk of the answer upfront in their search results).

Aiming for featured snippets may mean making some tweaks to your content to make them appear more favorable to be featured. One Ahrefs study found that queries with words like “Recipe,” “Best,” “Vs.,” “Make,” and “Definition” have a better chance of being featured. It also revealed that just 12.3% of queries offer featured snippets, meaning the potential to be featured is huge if you play your content cards right. 

Competitive research is a good tactic for a fintech SEO strategy and can help you get featured snippets. Use a tool like SEMrush to find competitors’ snippets and see how you can similarly frame your content to compete for those keywords, topics, and phrases. 

Use SEO to Inform New Content

An effective fintech SEO strategy is not “set-it-and-forget-it.” If you’re an SEO, you’re already familiar with how rapidly Google likes to make changes to rankings, and it requires a vigilant eye and flexible strategy that can adapt to updates regularly. 

You can always optimize existing content as new changes emerge, but you should also make sure all new content runs through your SEO strategy. New pages and posts present various new opportunities to optimize via meta descriptions, page titles, subheads, image names, and more. 

Remember that long-tail keyword phrases will be important in 2021, so build new content around keyphrases with at least three words. This enables you to get really specific — and better connect with people who are searching for precisely what you offer (intent). In turn, this will help you quickly reach your content marketing objectives. 

The possibilities for creating and executing an excellent fintech SEO strategy are nearly endless in 2021. The key is keeping a finger on the pulse of your rankings, keyphrases, competitors, and any changes to Google’s ranking algorithm. Chances are, your SEO strategy will only strengthen with time as you experiment and get smarter about your target audience.

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