Is Your Financial Services SEO Strategy Dead?

Last Updated on April 2, 2024 by admin

The financial services industry is no stranger to change. Constant disruption is part of the game, so it should be a little easier to digest what’s happening in SEO – and what that means for a financial services SEO strategy. 

If anyone tells you SEO is dead, an eyebrow raise is in order. It’s evolving, to be sure. But there are plenty of benefits to be had with a robust financial services SEO strategy as part of a comprehensive marketing plan. We’ll dive into some ways you can evolve to keep pace with the future of SEO. 

The Google Algorithm and Its Constant Dance

We’ve seen 35+ changes to the Google algorithm in the last five years alone. In addition to core updates, smaller tweaks are constantly happening. In other words, it’s hard to keep up. You can’t outplay Google, but you can improve your chances by understanding what’s going on behind the scenes. And trust us, your competitors are.  

While you may not be able to tackle every single algo update, if you have even a cursory knowledge of some of the bigger changes, you can update your site as needed without tanking your traffic. Of course, some things can’t be helped and no one has 100% visibility into what’s going on. But keeping abreast of the impacts to SEO can keep you one step ahead of your competitors. 

In a Sea of Content, How Do You Stay Afloat?

Let’s do some math. Over 99,000 searches flash across Google each second. There are more than 600 million blogs and 1.9 billion websites globally. With around 600 million blogs online, it’s a sea of content out there. Some simple supply-demand economics tell you that things are not in your blog’s favor. 

If we hone it into financial services, however, the picture looks a little different. Depending on your corner of finance, there could still be unexplored territory for you to own. Given the rapid advancements in the industry, your financial services SEO strategy should start by looking at important questions that have yet to be answered. The more specific you can be, the better. 

What’s more, with the right keywords and some intelligent copy, you can tackle two objectives at once: SEO and thought leadership. Sure, phrases like “best AI-driven financial planning tools” might be flooded with content. But what happens when you add in your niche and tailor phrases around a hyper-specific problem you solve? Opportunity still exists. 

One big thing to take note of is that Google’s SERP (Search Engine Results Pages) are impacting SEO in a big way. Things like featured snippets and answer boxes are removing the need for searchers to actually click through on content. Instead, the answer to their question is right there, embedded into the search results. 

Is this the death knell for SEO? 

Short answer: no. But it does call for adaptation.

The Changing Face of Financial Services SEO Strategy

The way users interact with Google is transforming. But here’s the silver lining: SEO isn’t becoming obsolete; it’s just pivoting.

1. Google’s Priority is The User Experience

Google’s primary focus isn’t merely technical metrics. It’s the user. So, if your financial firm’s website is rich with backlinks but poor in engagement or relevance, its ranking will tank. Prioritize genuine content that benefits your audience—be it advice on investment strategies or fintech innovations.

2. Beyond Google’s Walled Garden

Google recognizes users’ interaction across various digital platforms, not just within its confines. For instance, if a financial discussion on Instagram goes viral, Google might deem it significant. This interconnected web means a more holistic financial services SEO approach is beneficial.

3. Brand Recognition Matters

As your financial brand becomes more recognizable, you might notice a bump in your search rankings. If someone’s typing in “best fintech solutions for SMEs” and your brand is recognized in the space, you’ve got a valuable edge.

4. Specialize to Shine

Financial services is a broad spectrum—from personal loans to robo-advisors and a world more. Pinpoint a niche and become its master. For instance, if your strength lies in AI-driven risk assessments, make that your primary focus. It’s more fruitful to be a leader in one domain than a jack-of-all-trades in many.

5. Embrace Personalization

Every finance professional knows the importance of tailored advice. Similarly, Google aims for tailored search results. By personalizing the user experience on your site, you’re mirroring Google’s goals—and this alignment can boost your SEO prowess.

6. Understand Search Intent

In finance, understanding a client’s intent is critical. The same goes for search. Whether a user is looking for investment options (transactional intent) or merely seeking knowledge about market trends (informational intent), catering to this intent can make your content indispensable.

7. Machine Learning is the Future

Financial markets utilize machine learning for predictions and risk assessments. Likewise, in the SEO sphere, machine learning deciphers user behavior, voice searches, and personalization. Staying ahead means integrating these advancements into your SEO strategy.

Your Financial Services SEO Strategy Must Adapt

In essence, the SEO game for financial services isn’t dying—it’s getting smarter, more personalized, and more intricate. For marketers in this space, it’s crucial to understand these dynamics and adapt. In both finance and SEO, staying ahead of the curve isn’t just a goal; it’s a necessity.

Additional Tools for Your Financial Services SEO Strategy 

Looking for more in-depth fintech marketing tools and content? Check out one of our helpful guides: 

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