While companies in other industries can make do with generic SEO, fintech companies will benefit if they learn how SEO rules can be uniquely applied to their industry. In fact, many fintechs are now choosing to employ the services of specialized fintech SEO agencies that can meet the industry’s unique demands
There are at least four main reasons behind the uniqueness of fintech SEO.
First, fintechs operate in a heavily regulated environment that requires content producers to work closely with internal compliance teams during content strategy and publication phases.
Secondly, the fintech industry typically has a very high CPA. Effective SEO content programs will reduce dependence on advertising over time, making lead generation more sustainable.
Thirdly, due to the number of financial scams out there today, fintech consumers are more cautious, thereby putting a premium on trust. This means fintech websites must place more emphasis on backing up claims with evidence, research and statistics.
Thirdly, fintech is a competitive market that includes many players – from traditional financial institutions to nimble startups. Consequently, popular keywords in the industry are often difficult to rank for and require more specialized tactics.
In the rest of this article, we will highlight some of the features that fintech SEO must possess to be successful in today’s landscape.
Create a content hub around valuable high-difficulty keywords
Consistent production of high-quality educational content is one way for fintechs to build valuable traffic.
However, doing this successfully requires some specific insights.
First, instead of focusing on one keyword here and another there, fintechs should build topical authority. This allows fintechs to build related articles to link to a highly prized (and usually difficult) keyword or idea at the core of their business.
A competitive fintech SEO strategy will thus focus on creating lots of quality content around the many sub-topics under a broad topic value to the company. This is also known as a content hub, but in the world of fintech it often is attached to a core product page for B2Bs or a pain point how-to article for B2Cs.
For example, a robo-advisory company can build authority on the topic “how to invest in stocks” by covering topics like “what is the stock market,” “what is a stock exchange,” and “what are the common stock investing strategies,” etc.
Build trust and authority with expert research and regulatory transparency
Fintechs should rely heavily on the use of statistics (from authoritative sources) and journalistic-style research (quoting experts in the field) to make their content authoritative rather than just one man’s (or one company’s) opinion.
Next, fintechs must comply with relevant regulations and inform readers about such compliance. Fintech consumers are more willing to trust compliant companies but they won’t know how well you comply with regulations unless you tell them.
Here, fintechs must ensure they are being transparent about their compliance level since nothing can destroy trust more than lies.
Focus on multiple long-tail keywords
While topical authority should be primary, keywords are still ever relevant. There are two key points to note here:
First, given the competitive nature of this industry, fintechs should prioritise long-tail keywords that are directly relevant to their business. Instead of focusing on general and difficult keywords like “stock” or “bitcoin,” a fintech company can more quickly rank and build traffic with long-tail keywords like “how to buy stocks in the US” or “how to buy bitcoin in the UAE.” The latter set of keywords are easier to rank for and they are more directly relevant to the buyers’ search intent.
Next is a recommendation that works for many industries, including fintechs. Companies should try to include multiple keywords in one article. It’s no longer enough to have one keyword; successful content requires primary, secondary, and even tertiary keywords. With this, a single piece of content can rank for various keywords and bring in a larger inflow of traffic.
Speak to consumers’ pain points
At the end of the day, the usefulness of a business website’s traffic depends on the number of people that end up becoming a customer.
For this reason, fintech SEO must speak directly to the unique pain points of consumers looking for solutions that only your specific financial service or product can solve.
To do this successfully, fintechs must have clearly defined buyer personas and buyer journeys that are intimately tied to the product’s main benefits.
This will then provide an understanding of how the typical buyer moves through the buyer (or marketing) funnel – from awareness to consideration to purchase.
While a clearly defined persona will ensure that the fintech company is speaking directly to the pain points of their target market, the buyer funnel will ensure it is supplying exactly what they need at every step of the buyer journey.
Mint Position is an SEO-focused content marketing agency that specializes in fintech SEO services. It has used the principles above and more to help fintechs in Europe, America, and the MENA region win at SEO and rise above the fintech competition.
The agency uniquely combines journalistic-quality research, multi-keyword SEO and buyer funnels to improve the SEO performances of both B2B and B2C fintechs.