7 FinTech SEO Strategies to Skyrocket Growth in 2024

Navigating the FinTech landscape in 2024 isn’t easy.

Outperforming competitors, maximizing online visibility, and driving substantial organic traffic in the industry has never been tougher. 

Fortunately, that’s where we can help.
We’ve worked with tons of FinTech companies in the past and helped them skyrocket their organic traffic.

So, we’ve put together this FinTech SEO guide to equip you with the right tactics that unlock unprecedented growth and boost ROI.

You’ll Learn About:

Let’s get started!

7 Key Elements of FinTech SEO

Here are the key FinTech SEO elements that you’ll need to keep track of:

1. Choose the Right CMS

Before you implement an SEO strategy for your FinTech company, ensure that you select the right CMS (Content Management System). 

A CMS is a software platform that allows you to create, manage, and organize content on a website without requiring advanced coding skills (or technical expertise).

WordPress is one of the best CMS platforms to opt for.

Why?
Here are the benefits of using this CMS:

  • User-Friendly Interface: WordPress is renowned for its intuitive dashboard and easy-to-navigate interface. You don’t need web development skills to manage your FinTech website content effectively on this CMS. This allows you to spend more time on content marketing, SEO marketing, FinTech marketing, creating quality content, and engaging with your audience.
  • SEO-Friendly Architecture: WordPress is built with Search Engine Optimization in mind. For instance, it generates clean, well-structured HTML code that search engines can easily crawl and index. Additionally, it allows you to enhance your site’s SEO capabilities further through various SEO-focused plugins.
  • Mobile-Friendliness: WordPress themes are designed to be mobile-friendly, ensuring your site looks and performs well on various devices. This aspect is crucial for SEO because Google considers mobile-friendliness as a search engine ranking factor.
  • Customization and Scalability: While there are ready-made themes available, WordPress also allows you to customize the CMS to your liking. You can create a unique and visually appealing FinTech website that aligns with your brand identity. The CMS also makes it easy for you to scale as your online presence grows.

Once you’ve chosen a CMS and defined your goals, you must start targeting the right keywords. But before we get to that, let’s show you how to perform FinTech keyword research.

2. Perform FinTech Keyword Research

Now comes the interesting part — keyword research

What’s that?
Keyword research is the process of identifying and selecting relevant words or phrases (search terms) that people enter into search engines. 

The end goal is to target those terms with content and show up in search engine results for those queries.

Let’s say you search for “online payment solutions.” 
Here’s what the search results will look like:


If you were targeting the “online payment solutions” keyword, then you’d want to appear at the top of the search results page for that term. That way, people would likely click on your article and discover your financial services in the process.

But here’s the thing:
If you don’t do keyword research the right way, you might end up drawing the wrong traffic to your website. 

So, let’s show you how to ace FinTech keyword research:

  1. Use the Right Keyword Research Tools
  2. Use Google Suggest
  3. Check Your GSC Data
  4. Do Competitor Keyword Analysis
  5. Use the Information From Product Reviews and Sales Calls

A. Use the Right Keyword Research Tools

Using powerful keyword research tools like Ahrefs and SEMRush can help you identify relevant FinTech-related keywords. Additionally, these tools provide valuable insights into keyword competitiveness, search volume, trends, and other keyword opportunities.

In this article, we’ll focus on Ahrefs. 
With this tool, you can:

  • Find the keywords your potential customers are searching for using the “Keywords Explorer” tab
  • Conduct in-depth competitor keyword analysis (both organic and paid)
  • Identify keyword opportunities with the “Related terms” tab
  • Discover problem keywords with the “Questions” tab

If you have an Ahrefs account, here’s how to use the tool:

  1. Navigate to the Keywords Explorer tab.
  2. Type a keyword in the keyword explorer box. For instance, type online payment solutions.
  3. Click the search button.


Now, let’s check out how you can interpret Ahrefs’ data.

Keyword Difficulty

Keyword difficulty (KD) is a metric that determines how hard it would be to rank for a certain keyword. It’s based on factors like existing competition, backlink strength, and domain authority.

The higher the KD score, the harder it is to rank for your target keyword.

Here’s what different KD scores mean in Ahrefs:

  • KD = 0-10: Easy
  • KD = 11-30: Medium
  • KD = 31-70: Hard
  • KD = 71-100: Super Hard

For example, here’s a screenshot showing the KD for “online payment solutions”:


Clearly, ranking for this keyword is hard.

So, is it worth targeting it?
Well, if it’s a relevant keyword with the potential to drive traffic and conversions, then go for it!

For example, let’s say you own a digital payment services company. 
In this case, you’ll want to rank for a keyword like “online payment solutions” even if it has a high KD.

Of course, it won’t be easy to rank organically for a high-KD keyword — it might take months. 

Is there an easy way out?
You can take the paid search route (purchasing Google ads). 

This will take you to the top of the search engine results page almost immediately.
But ads are charged based on the number of clicks your ad draws. 

And the CPC (cost-per-click) for your target keyword could be quite costly in the long run.

CPC

The more difficult it is to rank for a specific keyword, the higher the CPC is.

For instance, the cost per click for a hard-KD keyword like “online payment solutions” is $6. 
So, for every click your ad receives, you’ll be charged $6!


But what if you get thousands of clicks per day but few conversions?
You’ll simply just be burning your money on ads!

So, if you’re going the ad route, make sure it’s a keyword that you’re sure is a conversion driver! 

Search Volume (SV)

Search volume (SV) refers to the number of times users search for a particular keyword per month.

Let’s take a look at the SV for the “online payment solutions” keyword:


In this case, the monthly search volumes for this (globally and per country) are as follows:

  • Global volume: 3.8K
  • The United States: 1.2K
  • The United Kingdom = 400
  • India = 300
  • And so on…

Now, should you only target keywords with high search volumes?
Not necessarily! 

There are tons of keywords with low search volumes that have the potential to convert.

Confused?
Let’s introduce you to three different keyword categories:

  • TOFU (Top of the Funnel) Keywords: These are general search queries used when seeking information or solutions. They’re used in the early stage of the buyer’s journey and are usually informational. TOFU keywords include broad terms like “what is” or “how does.”
  • MOFU (Middle of the Funnel) Keywords: Refer to search terms used when looking for more specific information and comparisons. They’re used by prospects who are in the consideration stage, and they often include terms like “best practices” or “tips.”
  • BOFU (Bottom of the Funnel) Keywords: These search terms are used when actively looking for specific products or services. They include terms like “review,” “pricing,” or “vs.”

Now, the thing with BOFU keywords is that they have the highest potential to lead to a sale. However, they also tend to have low search volumes.

Why?
Because they represent specific, high-intent search queries made by users who are close to making a purchasing decision. 

And the number of people close to making a purchase decision is typically smaller than those who are just considering their options!

For instance, let’s say you own a digital payment solution like Paddle. You might want to target a BOFU keyword like “paddle vs stripe.” (Stripe is a famous online payment processing platform.)


As you can see in the screenshot above, the search volume is quite low. But the good news is the people searching for this keyword will likely convert into paying customers.

Why?
Only people with an active use case for a payment solution would be searching for this term! 

And if you noticed from the screenshot, the keyword difficulty is one. 
This means it will be pretty easy to rank for this keyword.

The bottom line?
It’s worth targeting any keyword (regardless of its search volume) if it’s relevant and fits in with your target persona.

Search Intent and SERPs

Before initiating content creation targeted at a specific keyword, you need to understand the search intent behind the keyword.

Simply put, search intent refers to the primary goal or purpose that a user has in mind when searching for a term or phrase.

And to address the search intent, you need to think about the kind of content the user is looking for. 

For instance, they could be looking for:

  • A detailed, informative guide
  • A page they can purchase items from
  • A listicle of tools
  • A combination of all of these

To understand the search intent better, consider looking at the SERPs (Search Engine Results Pages).

SERPs are the pages displayed by search engines in response to a user’s search query. They show a list of web pages, videos, images, or other content related to the search term.

We’ll illustrate all this with some examples.

At the moment, we’ve explored the following keywords:

  • Online payment solutions
  • Paddle vs Stripe

Someone searching for “online payment solutions” is likely exploring various tools and wants to pick the best one. So, this means the user is likely looking for listicle posts.

To confirm this, let’s look at the SERPs for the “online payment solutions” keyword:


B. Use Google Suggest

Ever notice that Google makes suggestions when you type in something in the search bar?

Guess what?
Those Google suggestions could help you uncover popular keywords!

For instance, let’s say you type “online payment” on the Google search bar:


As you can see in the screenshot, you’re presented with a couple of keywords you could target.

How can this keyword strategy help?
It allows you to identify any opportunities you might have missed while using your keyword research tool.

C. Check Your GSC Data

Doing keyword research doesn’t always mean you have to start from scratch.

For instance, you can analyze your indexed pages on Google Search Console (GSC) and identify keyword opportunities.

How?
GSC provides valuable information about keyword impressions and clicks. This can help you optimize existing content and identify content gaps.

For example, just take a look at the keywords your current post isn’t ranking well for. 
From there, craft content around those keywords!

Let’s look at the data for a sample article written for a keyword like “SaaS financial metrics:”


This GSC data shows that the article is ranking for other related terms, like “financial planning for SaaS startups” and more.

But why is it not ranking so well for these terms?
Because it doesn’t answer the search intent for those keywords.

So, you can create new content that’s specifically catered to those keywords to answer the search intent and rank!

D. Do Competitor Keyword Analysis

Want to generate tons of keyword ideas instantly?
Check out the keywords your competitors are targeting through their content and ads. 

From there, use the same keywords to craft exceptional content.
This FinTech SEO strategy could be another easy way to discover valuable keywords you might have overlooked.

But how do you do competitor keyword research?
Let’s take you through the steps you can follow on Ahrefs:

  1. Navigate to the Site Explorer section.
  2. Enter your competitor’s URL
  3. Press the search button

For instance, here’s a screenshot showing how to search for Stripe’s data on Ahrefs.


From there, click the Organic keywords tab in the left-hand side pane. This will show you all the organic keywords your competitor is ranking for.

For instance, here are some of the organic keywords Stripe is ranking for:


To analyze your competitor’s paid keywords (terms they’re running ads for), navigate to the Paid keywords tab on the left-hand side pane.

For example, these are some of Stripe’s paid keywords:


E. Use the Information From Product Reviews and Sales Calls

Gather insights from product reviews, customer feedback, and sales calls to understand the language and terminology used by your target audience. 

And how will this help?
It can reveal customers’ main problems and needs.

Ultimately, having this information could help refine your keyword strategy and targeting. Additionally, it could help you find the right “problem” keywords to target. (We’ll cover problem keywords in detail later.)

For instance, let’s say some of your leads want to know how they can accept international payments with your software. 

In this case, you’ve uncovered a problem keyword like “how to accept international payments.”


When you’re done with sales calls, check out product reviews of your and your competitors’ tools. This will give you insights into what potential customers might be looking for in your product.

For instance, here’s how a customer reviewed Stipe on G2:

Source: G2.com

Some of the key terms you could pick up from the review are:

  • User-friendly online payment tool
  • Stripe integration
  • Online card testing spam
  • Blocked credit cards

Now, what sort of keywords should you be looking at?

3. Focus on the Right FinTech Keywords

These are some of the keyword types you should concentrate on when it comes to FinTech SEO:

  1. Brand Keywords
  2. Solution Keywords
  3. Product Keywords
  4. Problem Keywords
  5. Persona Keywords
  6. Informational Keywords
  7. Integration Keywords
  8. Alternative Keywords

A. Brand Keywords

Brand keywords refer to specific terms associated with your company’s name or brand.

These keywords can be your biggest website traffic drivers. 
In most cases, you should rank for them naturally. 

What does that mean?
Let’s say you own an online payment service called EasyOnlinePayments. 

You should typically already rank for keywords like:

  • EasyOnlinePayments
  • EasyOnlinePayments pricing
  • EasyOnlinePayments features, and more

To illustrate this example, let’s look at PayPal’s top keywords:


They’re all branded terms!

But is PayPal the only tool ranking for these keywords?
Not really.

It’s very likely that competitors are creating pages or articles to rank for these terms. 
Meanwhile, others might be bidding on Google ads to rank for Paypal’s brand terms.

For example, Payment Cloud Inc (a company specializing in secure payment processing) ranks in the top 10 results for the “paypal fees” keyword! 

Check out the results in the screenshot below:


Why do this?
If someone searches for details on a competitor, it’d be great if they land on your site instead, right?

So how do you replicate this for your competitor’s keywords?
Just craft content using your competitor’s brand keywords, but present your tool as a better alternative.

For example, let’s look at Payment Cloud’s “paypal fees” article:

Source: Payment Cloud

In the blog, Payment Cloud covers PayPal’s business fees, transaction fees, and more. 

The conclusion is a thought-provoking question: “Are PayPal fees worth it for small businesses?”

And if you check the conclusion, Payment Cloud mentions that PayPal’s fees can be hefty for small businesses. 

Source: Payment Cloud

And what advice does it offer?
Payment Cloud presents itself as an affordable alternative. Quite smart!

B. Solution Keywords

Solution keywords highlight the services or solutions that your FinTech company provides. For instance, a company such as Stripe offers a financial service like “online payment solutions.”

Let’s look at the SERPs for the “online payment solutions” keyword.
You’ll notice that Stripe is one of the top 4 results:


Let’s now look at another solution keyword, such as “payment API integration.” 

An API (Application Programming Interface) is a set of rules and protocols that allows software apps to communicate and exchange data.

Why did we choose this specific solution keyword?
Because Stripe offers a comprehensive and robust Payment API! 

This tool allows developers to integrate payment processing functionality into their apps or websites.

So, let’s see if Stripe ranks for the “Payment API” keyword:


This time, Stripe is in the top 3 results for this solution keyword.
So, targeting solution keywords (just like Stripe did) could work wonders for you too!

If you don’t know what keywords to cover, check out the “Solutions/Features” section on your website. There’s a high chance some of those solutions can serve as valuable solution keywords.

C. Product Keywords

These keywords target the individual offerings of your FinTech business. If you already have your solution keywords, then coming up with product keywords should be easy.

Wondering how?
To create product keywords, you’d usually have to add a suffix like “app,” “tool,” or “software” to your solution keywords. Sometimes, you might need to rephrase your solution keyword a bit.

For example, we discovered that Stripe was ranking for the “online payment solutions” keyword earlier. If we decide to make this a product keyword, it would have to be something like “online payment software.”

Let’s take a look at the SERPs for this keyword:


Stripe made it to the list — again!

D. Problem Keywords

These keywords focus on the challenges your company aims to address.

But isn’t this the same thing as solution keywords?
Not quite.

With solution keywords, the user already knows what they’re looking for. For instance, someone searching for “online payment solutions” already knows what they’re looking for.

But what if someone doesn’t know how to phrase it?

For example, let’s say they want to use an online payment solution for their SaaS website. If they’ve never heard of online payment services, they’ll likely search for something like “how to accept credit card payments.”

Here are the SERP results for this keyword:


Notice something on the SERPs? 
Stripe is ranking for the “how to accept credit card payments” keyword too!

E. Persona Keywords

Persona keywords are tailored to specific target audiences or demographics. 

For example, this can be keywords like “online payment software for small businesses” or “online payment software for eCommerce businesses.”

But with persona keywords, you don’t always have to focus on what you can offer your target audience. You should also concentrate on what your audience is interested in.

Why?
If you limit yourself to specific keywords (like brand, solution, product, or problem keywords), you’ll soon run out of topics. 

So, focusing on the other things your target audience is interested in can prevent that from happening.

For example, let’s look at authorize.net — a company that helps businesses accept online payments securely and efficiently.

One of the site’s articles is about tips on how to increase customer retention:

Image source: authorize.net

This topic covers digital marketing tips and is unrelated to what the business offers. But this doesn’t mean authorize.net didn’t optimize its article for conversions!

There’s a part where the article covers “providing an easy checkout experience” as one of the tips. In that particular section, authorize.net indicates that its Customer Information Manager can help create a smooth checkout experience.

Image source: authorize.net

The key takeaway?
The reader probably doesn’t know that optimizing the checkout experience is one of the best ways to increase customer retention. 

And what happens when they realize this?
They’ll likely want to discover more about how to optimize the checkout process – which provides you with a conversion opportunity! 

F. Informational Keywords

These are the terms users enter into search engines when they’re seeking specific information, answers to questions, or educational content. The terms are centered around your niche (or industry). 

Let’s say you provide online payment solutions. In this case, the informational keywords related to that would be:

  • Why are online payment services necessary?
  • How does credit card processing work? 
  • Payment API meaning

Wondering why you should focus on such keywords?
Creating content around these keywords shows users (and search engines) that you’re an expert in your field. 

This can also help you adhere to Google’s E-E-A-T guidelines during the content creation phase. E-E-A-T focuses on expertise, experience, authoritativeness, and trustworthiness. (We’ll cover E-E-A-T in detail later.)

Informational keywords can also be categorized as TOFU and MOFU keywords, which we covered earlier. For instance, someone searching for “Why are online payment services necessary?” likely wants to learn about online payment services. 

So, we can categorize that as a TOFU keyword.

But what do you benefit from using a TOFU keyword like this one?
If you write an article that convinces the reader why they need online payment services, you also have the opportunity to draw them to your financial service.

Now, how do you find informational keywords?
If you provide online payment solutions, enter that into your keyword research tool and then check the “Related terms” or “Search suggestions” tab.

For example, here’s what appears on Ahrefs’ “Search suggestions” tab for the “online payment solutions” keyword:


G. Integration Keywords

These keywords highlight the compatibility of your software with other platforms.

For example, let’s look at Zapier — a SaaS automation platform that allows users to connect different web apps and automate workflows.

Zapier can help connect a payment tool like PayPal with other apps. So, the business has a page with “PayPal integrations” as the main keyword:

Image source: Zapier

And how is Zapier performing for the “PayPal integrations” keyword on the SERPs?


As you can see, the page is within the top 10 results. This means Zapier presented itself as a reputed tool that can connect PayPal with various other apps.

What does this translate to?
Conversions!

Why?
Anyone searching for integration-focused terms, likely already uses a tool and is looking for software to supplement it. 

AKA someone who fits your ICP!

H. Alternative Keywords

Alternative keywords are terms that have your competitor’s name and the word “alternative” at the end.

For instance, let’s say PayPal is your competitor. In this case, the alternative keyword you could target would be “PayPal alternative.”


4. Create an SEO-Friendly Website

What’s the best way to draw traffic to your website?
Design and optimize your site to be user-friendly!

Here’s how you can do that:

  1. Establish a Solid Site Structure
  2. Prioritize Homepage Accessibility
  3. Optimize Your Pricing Page
  4. Create Comparison Pages

A. Establish a Solid Site Structure

Ensure your website has a clear and organized structure that makes it easy for users and search engines to navigate.

How do you do this?
Use a logical hierarchy of categories and subcategories to group related content. Also, organize your navigation menu logically and use clear labels.

For instance, let’s check out Square’s site structure. For reference, Square is a FinTech firm that allows businesses to accept payments, manage transactions, and run their operations efficiently. 

If you look at the company’s homepage, everything is neat and organized.

Source: Square

And if you click on one of the buttons at the top of the screen (such as “Products” or “Business Types”), you should see different categories and subcategories. 

For example, if you navigate to the Products tab, you’ll see categories like Commerce, Customers, and Banking.

Within those categories, there are different subcategories. For instance, Retail POS (Point of Sale) is one of the subcategories within the Commerce category.

Source: Square

This way, finding a page that speaks to your use case is a piece of cake!
This, in turn, improves the user experience, increasingly your likelihood of drawing a conversion.

B. Prioritize Homepage Accessibility 

Your homepage will almost always be your largest website traffic driver. So, make sure important sections and pages are easily accessible from there. 

Need tips on how to do that?
Use intuitive navigation menus, featured content sections, and internal linking to guide visitors and search engine crawlers to essential pages.

Let’s go to Square’s homepage again.
If you click either on the “Products” or “Business Types” tab, you’ll notice a “Featured” section appearing towards the right.

Source: Square

Why is this important?
You can find related articles (or other pages) through the “Featured” section, right on the homepage!

And if you scroll further down Square’s home page, you’ll find more information. You’ll see a list of all the categories, subcategories, the About page link, and the links to other pages.

Source: Square

This makes it easy to access almost anything on the site with just a few clicks (directly from the homepage)!

C. Optimize Your Pricing Page

Your pricing page should provide clear and transparent information about your products or financial services. Also, consider addressing common user questions about pricing, features, and benefits.

For example, here’s a snippet of what Square’s Pricing page looks like:

Source: Square

The page clearly outlines all its packages and mentions what each one includes.
If you scroll further down, you’ll see the pricing information for all the other services.

Source: Square

But not only that — Square is also transparent about its processing fees.

Source: Square

And to address common user questions about pricing, this FinTech firm has an “FAQ” section on its “Pricing” page.

Source: Square

What does all this contribute to?
A pricing page aimed at maximizing conversions by making all the necessary information as accessible as possible!

D. Create Comparison Pages

Comparison pages can help users make informed decisions and enhance your website’s SEO-friendliness. 

What’s the best way to create comparison pages?
Create detailed, unbiased comparison content highlighting the strengths and differences between your offerings and those of competitors.

The benefit here is obvious: by directly comparing what you can offer against your competitors, you’re clearly outlining your value proposition to leads.

For instance, here are a couple of Square’s comparison pages:

Source: Square

Let’s focus on the “Square vs Stripe” page. In the screenshot below, the page compares the fees for both tools.

Source: Stripe

There’s also a part where Square compares the features of both tools. This includes hardware, security, and more.

Source: Stripe

And to draw people to its tool, Square mentions why people choose its software over Stripe.

Source: Stripe

Now, does this comparison page come with any Search Engine Optimization benefits?

To answer that, let’s look at the SERP results:


Anyone searching for “square vs stripe” will likely come across Square’s article and read it. 

So, what happens if the reader is impressed with the contents of the article?
They’ll likely sign up for Square!

Remember, “square vs stripe” is a BOFU keyword (just like “paddle vs stripe”). 
So, anyone searching for this term is likely close to making a purchasing decision. 

5. Craft Top-Notch Content and Update It Regularly

Once you’ve aced the keyword research phase, pick and use keywords creatively in your content. Remember to use TOFU, MOFU, and BOFU keywords to cater to the needs of different audiences.

And to engage with different segments of your target audience, consider repurposing your existing content. This FinTech SEO strategy involves transforming your existing content into various formats to reach a broader audience.

But how do you repurpose your content?
For example, you can convert blog posts into videos, infographics, podcasts, or downloadable guides.

For example, Paddle has a blog titled “The Pricing Strategy Guide” (as shown in the screenshot below).

Source: Paddle

But that’s not all! 

Paddle also has a series of short YouTube videos covering the same information from their blogs.

For example, here’s a screenshot from their YouTube video covering the “7 Top Pricing Strategies” section from “The Pricing Strategy Guide”:

Source: YouTube

Quite smart, right?

Now, besides repurposing content, always ensure to update your content regularly. This will show users and search engines that your site is active and relevant.

For example, Paddle has a blog titled “5 SaaS Revenue Growth Metrics to Focus on in 2023.”

Source: Paddle

This clearly shows the blog gets updated regularly and can be trusted as the information isn’t outdated.

Tip: Once you’ve crafted top-notch content, you should put some effort into content marketing and social media marketing. This involves distributing content to your target audience through various channels like blogs, social media platforms, and email newsletters.

6. Perform Technical SEO Audits and Strategies

Want to uncover the issues that might hinder your website’s performance in search engines? 
Or, do you perhaps want to improve your site’s user-friendliness?

Tech SEO audits could help!
Here are some of the basic SEO audits and strategies you need to perform on your website:

  • Implement Secure HTTPS Protocol: Always ensure you implement a secure HTTPS protocol. This SEO audit strategy improves website security, user trust, and search engine rankings.
  • Ensure SSL Certificate Is Set Up Correctly: A correctly configured SSL certificate enables secure data transmission, which enhances website security and user trust. So, always confirm that your SSL certificate is valid and installed correctly to ensure a safe browsing environment for users.
  • Set Up a CDN: A CDN (Content Delivery Network) enhances website performance by distributing content across multiple servers. This SEO tactic reduces page load times and improves user experience. So, setting up a reliable CDN service can contribute to better SEO rankings and user satisfaction.
  • Use a Robots.txt File to Control Search Engine Crawling: A Robots.txt file guides search engine crawlers by specifying which pages or sections to exclude from indexing. So, properly configuring this file helps you manage what search engines can access, ensuring that sensitive or irrelevant content is not crawled.
  • Remove Unnecessary Pages: Always prioritize removing unnecessary pages, such as the extra categories contained in a specific theme. This tech SEO strategy will improve your site’s structure and streamline user navigation. It’ll also ensure that search engines focus on relevant content during the crawling and indexing stages.
  • Implement Heading Tags Properly: Use heading tags (H1, H2, H3, and more) logically and hierarchically to structure your content. This helps users and search engines understand the content’s hierarchy — contributing to improved accessibility and SEO performance.
  • Use Structured Data for Enhanced Search Results: Use schema markups to provide search engines with specific information about your content, such as reviews, FAQs, and ratings. This SEO tactic can lead to rich snippets in search results — improving online visibility, brand awareness, and click-through rates.
  • Consider Optimizing for Local SEO and International SEO: Local SEO focuses on optimizing your website to appear in search results for a local audience, emphasizing location-based keywords and local business listings. Meanwhile, International SEO targets global audiences and focuses on implementing “hreflang” tags for language targeting.
  • Correct 404 Errors: This SEO audit strategy involves Identifying and correcting broken links or missing pages that result in 404 errors. Redirecting or updating broken links to relevant content improves user experience, retains link equity, and prevents negative impacts on SEO rankings.

Let’s take a look at what 404 errors look like on Google Search Console:


What are some of the best tools to use for your SEO audits?
You can use Google Search Console and other options like Google Analytics, Screaming Frog, Ahrefs, and SEMRush.

But then, here’s the thing:
In all our experience with FinTech clients, performing technical Search Engine Optimisation audits only moves the needle so much. Your SEO success is still heavily dependent on the keywords you target, and the quality of your content (more on this later).

7. Analyze Your SEO Strategies Periodically and Make Improvements

To ensure your SEO efforts aren’t in vain, consider assessing the effectiveness of your SEO tactics regularly.

For example, analyze KPIs (Key Performance Indicators), such as organic traffic, keyword rankings, conversion rates, and user engagement. This will help identify strengths and weaknesses in your SEO approach. 

If your SEO tactics aren’t working out as expected, evaluate your site and check what needs to be improved. 

For instance, you could focus on creating pages instead of blogs. Or, maybe create short posts for easy keywords with low volumes instead of long ones for tough keywords with high search volumes.

And there you have it!
All you need to know about FinTech SEO.

But do you want to keep up with everything that’s happening in the SEO space?
Let’s take you through some FinTech SEO trends you should be aware of.

Here are some SEO trends and tactics that will make your FinTech brand relevant in 2023:

  1. Creating Helpful, User-First Content
  2. YMYL Content Focus
  3. E-E-A-T Optimization
  4. Creating Engaging Video Content
  5. Prioritizing Core Web Vitals and Site Responsiveness
  6. Implementing Programmatic SEO Strategies

1. Creating Helpful, User-First Content

Google prioritizes user-centric content that caters to users’ specific needs. 

So, how do you create this kind of content?

Leverage data from customer feedback and user surveys to understand your audience’s interests. 

From there, deliver informative posts that educate users (or a potential client) about FinTech topics and provide solutions to their problems.

Use clear language, avoid jargon, and organize information logically for easy comprehension. Also, incorporate visual elements such as GIFs and videos to improve user engagement and retention.

For instance, Square has a blog titled “6 Square Online Marketing Tools

to Drive More Restaurant Orders.”

In that particular article, it covers how it can integrate with Facebook and Instagram to simplify the ordering process.

Source: Square

The language is simple, and the message is clear. To top that off and make it more engaging, Square added a GIF that demonstrates the “social media ordering” process.

And what are the benefits?

User-first content can lead to higher pages per visit, higher social media and website engagement, and lower bounce rates. All this will contribute to improved search engine rankings, positive user experience, customer loyalty, and brand credibility.

2. YMYL Content Focus

FinTech SEO places a significant emphasis on YMYL (Your Money or Your Life) content. YMYL refers to content that directly impacts users’ financial well-being, health, safety, or life decisions.

In the context of FinTech companies, this includes content related to banking, investment, loans, insurance, and financial advice. For instance, a page that explains how to maximize a 401(k) retirement savings can be considered a YMYL page.

To optimize YMYL content, ensure accuracy, credibility, and authoritativeness. You can do this by including expert sources, references, and data from reputable financial institutions. 

For example, let’s check out a blog titled “What Is the Average Student Loan Debt After College?” by SoFi (Social Finance) — one of the best FinTech businesses.

Source: SoFi

In this particular blog, SoFi added statistics and sources to support the information covered. 

This includes reputable sources like the American Bar Association (a prominent professional association for lawyers and the legal profession in the US) and the US Department of Education.

Source: SoFi

Need more tips on how to craft top-notch YMYL content?
Consider incorporating customer testimonials and success stories to showcase real-life experiences and positive outcomes. 

And what do FinTech businesses gain from acing YMYL content?
Your content will likely rank well in the SERPs, attract quality backlinks, and solidify your brand’s reputation.

3. E-E-A-T Optimization

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a framework used by Google to assess the quality, value, and credibility of web content.

Let’s take a detailed look at the four components of E-E-A-T:

  • Experience: Google’s E-E-A-T guidelines emphasize the importance of providing a positive user experience through engaging and user-friendly content. This should be content that addresses the needs and expectations of website visitors.
  • Expertise: To gain Google’s trust, your website should showcase itself as an expert on the topic that’s being covered. 
  • Authoritativeness: Google values content from sources that are considered authoritative and reputable within the FinTech industry (or any other industry). You can demonstrate authority by ensuring your content is crafted by recognized professionals in your field. 
  • Trustworthiness: Building trust with visitors and search engines is essential. Your site will be considered trustworthy if it maintains accurate information and ensures a secure and safe browsing experience. This is especially important for industries like FinTech that are fundamentally YMYL.

Google uses E-E-A-T as a search engine ranking factor to determine the websites that should rank higher in the SERPs. So if you weren’t paying attention to this, now is the time to make it part of your content strategy.

But what if you have an incredible link building strategy?
Isn’t that enough to make you rank high on Google?

Nope!
When it’s time to index and rank your website, Google’s search algorithms consider various factors beyond just the quantity of backlinks (external links pointing to your web pages). Besides the E-E-A-T guidelines, Google also focuses on things like site structure and content quality.

4. Creating Engaging Video Content

Video has become one of the dominant forms of online communication. 

So if you want to create an effective SEO strategy, it might be worth focusing on creating compelling video content for your FinTech brand.

Wondering why?
Engaging video content will raise brand awareness while educating users about your products, services, and financial topics in an entertaining and informative manner.

Not to mention, the reach of a video can far exceed that of a simple blog post!

So, what kinds of videos should you create?
Consider producing explainer videos, product demos, customer testimonials, and financial tips. For instance, Paddle has a couple of YouTube explainer videos and clips covering financial tips.

One of its YouTube explainer videos mentions how the company can help you sell globally.

Source: YouTube

You’ll notice that the video covers everything in under a minute. Concise and to the point!

And when you watch it, you’ll notice that it’s informative and engaging.

Now, when you create these videos, ensure you optimize their titles, descriptions, and tags with relevant keywords. This will improve discoverability in search engines and on video platforms like YouTube. 

The end result?
Engaging video content enhances user experience, supercharges visibility, and boosts overall brand engagement. 

5. Prioritizing Core Web Vitals and Site Responsiveness

Core Web Vitals are metrics that measure site performance, page loading speed, interactivity, and visual stability. 

These metrics are:

  • Largest Contentful Paint (LCP): LCP measures the time it takes for the largest piece of content (like an image or a block of text) to appear on the screen. Google considers a good LCP score to be under 2.5 seconds.
  • First Input Delay (FID): FID quantifies the time delay between a user’s first interaction (like clicking a link or button) and the site’s response. A good FID score is less than 100 milliseconds.
  • Cumulative Layout Shift (CLS): CLS measures the visual stability of a web page during its loading phase. It measures unexpected layout shifts (such as an image moving around randomly) while the page is loading. A CLS score of 0.1 (or lower) is good because it indicates that the page maintains a stable layout.

So, how do you measure these metrics?
Use Google Search Console or the PageSpeed Insights tool. These tools will also give you tips on how to improve these metrics.

6. Implementing Programmatic SEO Strategies

Programmatic SEO involves using data-driven automation or machine learning to optimize SEO efforts. This content strategy addresses the growing amount of search traffic by publishing numerous landing pages on a large scale.

For instance, Wise (a UK-based foreign exchange financial technology company) has thousands of pages that show foreign currency exchange rates.

Source: Wise

To check the currency conversion rates for the United States, you’d need to click on the letter U on the “Foreign Exchange Rates” page and then select “USD (US Dollar).”

Source: Wise

When you land on the relevant page, you should see currency conversion rates for the US and different regions. You’ll also see some US Dollar-related news.

Source: Wise

Source: Wise

Source: Wise

Now, let’s say you want to check the currency exchange rates for another country. For example, let’s look at the results for the UK.

Here’s what the information on the page looks like:

Source: Wise

Source: Wise

Source: Wise

Noticed something?
The pages have the same design and layout, just different information. 

And guess what?
Wise has thousands of these pages, but the company doesn’t have to create them manually.

That’s the power of programmatic SEO!

Let’s now check out the website traffic that this financial technology company gets from some of these pages:


Wise gets around 25,000 monthly visitors on its “pound to euro conversion rate” page. Most of the other pages get over 10,000 monthly visitors. 

By the way, the company is ranking organically for these keywords. 
This means there’s no ad spend involved!

And what’s the key takeaway from this?

If you want to create thousands of landing pages at scale (and gain tons of traffic), implement an effective SEO strategy like programmatic SEO!

With that being said, it’s always important to focus on creating user-first content that’s in line with Google’s E-E-A-T guidelines. 

Create a Failsafe FinTech SEO Strategy Today! 

Implementing an effective SEO strategy is one of the best ways to stay relevant in today’s digital world. By focusing on the right keywords, building trust through expertise, and creating engaging content, you can take your FinTech business to greater heights.

But don’t forget that crafting content that adheres to Google’s E-E-A-T guidelines isn’t easy. That’s why you have to leave your FinTech SEO, digital marketing, SEO marketing, and content needs to an SEO expert.

So, what’s the best thing you should do to stay relevant in the FinTech industry?


Finding the right FinTech SEO services for your business is the answer!

Reach out to Startup Voyager and discover how an SEO expert can help you create a rock-solid FinTech SEO strategy that drives traffic and conversions. 

By the way, our SEO agency has a proven track record of rapidly scaling up organic traffic for our clients (including FinTech clients) by anything between 4x to 20x in a year! 

We do all this with our content and SEO services without relying on link building strategies (or anything else that doesn’t move the needle).

About the author

Peter Banerjea is Co-Founder of Startup Voyager, a content and SEO agency with offices in UK, Canada and India. Startup Voyager helps startups rapidly scale up their organic traffic by 4x-20x a year. His work has appeared in Entrepreneur, Huffington Post, Fast Company, Inc and Lifehacker.