SEO for Financial Services: Financial Services Essential SEO Strategies

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The BFSI (banking, financial services and insurance) sector is booming. And financial services, in particular, are seeing an overhaul and massive growth: neobanks, mobile wallets, cryptocurrency, blockchain – the way people interact with money is changing.

The pandemic has seen an increase in digital payments and the fintech space has evolved to fit the needs of the new consumer. Consumers are turning more and more to digital payments and tools that make finance fast, simple, secure and convenient for the consumer.

Keeping that in mind, if you are a fintech company, your SEO for financial services needs to be on point and speak to what the customer is looking for. 

An IBEF report published early this year indicates that India has over 2100 fintech players in the market – and is set to become one of the largest digital markets globally with rapid expansion of mobile and internet services. 

SEO Challenges within Financial Services

When people are researching financial services products online, they are usually looking for something specific. And they are looking for sites they believe they can trust, since the transaction involves money. Users look for financial services when they want to make a payment, an investment or compare credit card and/or banking schemes. In this regard, your site needs to cater to every angle the user may examine, which can be a challenge.

  1. Your content needs to contain the specific terms your potential customers may be searching for
  2. Your pages need to be easy to find and index from a web crawler perspective. 
  3. Your site needs to be quick and credible – if it takes forever to load, it can feel dubious to customers, even if you have your content and tech specs in place. 

This is why in a crowded market like India, a sound strategy with SEO for financial services is what will get you noticed and grow your business. Here are some essential SEO for financial services tactics you need to implement. 

Focus on Industry-Specific Keywords

Keywords are the foundation of good SEO. You need to strategically place well-researched financial services keywords that your audience may be looking for. Just using financial services in your content won’t cut it: you’re competing with the JP Morgans and Nomuras of the world. Narrow down your list to keywords that are likely to both attract and convert your potential customers. Keyword research tools like Ahrefs and Google’s Keyword Planner and Moz can help.

Optimise for Featured Snippets

Longer content is generally preferred SEO for financial services by search engine crawlers – however, you should structure your content in a way that allows it to get picked up by Google’s Featured Snippets. You would’ve noticed these when you run a search – a block of text or a listicle that pops up, before the rest of the search. It offers you valuable opportunities to expand your SERP presence.

Structuring content in specific ways – with numbered/bulleted lists, tables etc – signals to Google that your site might be worthy of a Featured Snippet.

Do you think you are a master of SEO? Test your SEO knowledge and skills with this quick quiz.

Don’t Forget E-A-T

Google is the master of search. And E-A-T is an acronym for three principles by which Google judges a website. E-A-T stands for E xpertise, Authoritativeness and Trustworthiness – three things your content, page and site need to reflect, and essential for SEO for financial services.

Expertise can come through with well-researched content that is useful and optimised with the right keywords. 

Authoritativeness comes through by sharing testimonials, highlighting press mentions, awards and recognitions, highlighting your leadership and their background.  

Trustworthiness is established by things like your site security measures, terms and conditions, privacy policy, etc, as well as ensuring your content has no factual errors or mistakes. 

Site Speed Matters

One way of looking more trustworthy to people who want to do business with you? A webpage that loads fast and has no glitches! When your customers live and search on the web, you need to match their need for speed. 

Your site speed score refers to how fast your website loads. And Google’s PageSpeed score is a number that Google assigns to your site, out of 100, that tells you how fast it loads and runs. The higher your score, the faster your site is. Page speed impacts ranking and visits. 

Don’t Ignore On-Page and Technical SEO

Technical SEO is what makes your pages crawler-friendly, by optimising the content and code. To ensure your page is working well on-page, make sure you incorporate keywords into the page titles and headings. You should also ensure the content is crawl-worthy: a minimum of 300 words, the longer, the better. 

SEO for Financial Services, from Experts 

Whether you work as a neobank or an existing financial services company that is entering the digital space, the goal is the same: to convert visitors into leads/prospects, and to convert those leads/prospects into customers. 

And you can only gain leads if you are able to tap into what the customer is searching for online and build a rapport and trust.  Having an SEO agency for financial services to guide you can help: SEO for fintech requires agility, and an agency speeds up the process of converting leads into conversions with targeted keyword research, optimised campaigns, gated content, and other tools. 

If you are looking for an SEO agency for financial services, get in touch with us. At upGrowth, we have delivered SEO for fintech companies across India. We understand that each financial services product is designed differently, to cater to a different kind of user. So we take that into account and design a SEO for financial services strategies based on an in-depth study of your target customer and industry trends. As a reputed SEO agency for financial services, we rely on white hat SEO, content and analytical techniques to boost your traffic and conversions. 

At upGrowth, we have worked with a number of clients from the BFSI and fintech sector to help them grow and scale their business, with SEO for financial services. We’ve helped smaller players get found online organically through SEO and content marketing services. We’ve helped payment apps generate targeted leads with keyword-rich content. We’ve revamped the websites of fintech companies for better readability by users and crawlers, pushing their URLs up in SERP rankings.

Some of the clients we’ve worked with include:

MarketSmith India (a stock market company, where we helped them achieve an organic growth rate of 140% in just over 40 days

Read the Case Study of MarketSmith India

Nivesh (a fintech platform for mutual fund distributors, where we boosted organic growth by 700% in a span of 6 months)

Read the Case Study of Nivesh

Paysquare (a payroll services company, where we boosted website traffic by 70% through organic efforts).

Read the Case Study of Paysquare


1. What are the main strategies in SEO?

SEO for financial services is similar to SEO for any other kind of business: make sure your content caters to humans first, and then search engines. Do in-depth keyword research utilising long tail and low competition keywords in addition to high search volume keywords, and use your targeted keywords in the right places. Make sure you don’t ignore technical and off-page SEO. Linkbacks and link-building is important to build authority. And make sure your site is optimised for mobile and has a good page load speed!

2. What are the 5 important concepts of SEO?

SEO for financial services, like SEO for all forms of content, follows 5 key concepts:

Core Web Vitals: This is Google’s checklist of what is important on a site – a set of factors that Google deems most important in the overall user experience a page offers. The healthier your vitals, the better it is, in Google’s opinion – and therefore, for your users as well. You can access your Core Web Vitals report on Google, and it will give you a detailed information about how your pages are performing, in real-time, from all over the world. 

Mobile-first indexing: A bulk of the browsing, reading and shopping activity your users do is likely done on a mobile device. Having a mobile-friendly site is a must for users, but also, for Google. Mobile is so popular that Google prefers to use the mobile version of a webpage or piece of content for indexing and ranking purposes. So, your SEO needs to be mobile-forward. query.

E-A-T principles: Your content must be enriched with keywords and targeted search terms for SEO for financial services, but it also needs to have context, relevance and speak to the reader – in essence, it needs to make sense and not appear like an attempt at stuffing keywords into a paragraph. Search engines pick up on things like this.  Your content must be enhanced with keywords in the right places, and offer expertise (how to, opinions) authoritativeness (with quality, factually correct content and link backs) and be structured in a way that makes it seem trustworthy to people visiting your site. 

Semantics and knowledge gaps: Google has evolved over time to not just answer to specific search words, but to cater to the intent behind the search.  was to improve search accuracy by better understanding searcher intent. This is known as semantic search and it has gotten smarter, and search engines can now better understand the context of a search and the relationship between the words. Knowledge Graphs help Google make use of structured data around topics and, using semantic data, populates the knowledge graph to fill gaps.Your SEO for financial services strategy needs to cater to semantic search and understand natural search queries better and answer intent better. 

Machine learning and automation: Machine learning is closely related to semantic search – it is a method for search engines to make educated guesses about what a vague search query could mean. And then, deliver a result that is useful. It is now an important part of the SERP algorithm.

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