SEO for Financial Services 

In today’s digital-first world, your online presence is crucial for attracting potential clients. Research shows that 64% of phone calls to financial service providers come from organic search, while 41% of traffic to finance websites is driven by organic search. 

A staggering 90% of mortgage and loan consumers, 85% of check-cashing clients, and 76% of tax return seekers turn to online searches when looking for a provider. Even more telling, 47% of individuals researching financial services consume up to five pieces of content before reaching out.

Simply put, your future clients are online. To capture their attention and stand out in a crowded market, a finely-tuned SEO strategy is essential. It’s your ticket to visibility, credibility, and ultimately, conversions.

SEO for financial services focuses on improving online visibility and rankings for businesses in the finance industry. This can include banks, insurance companies, wealth management firms, and more.The financial sector is very competitive, making it crucial to have a strong SEO strategy in place. 

• E-E-A-T is crucial. Financial content is categorised as “Your Money or Your Life” (YMYL), meaning it can significantly impact financial well-being. Search engines emphasise Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) when ranking financial sites.
• Choose a niche. Focusing on a specific area within finance helps you become a recognized expert and makes it easier to rank for relevant keywords. 
• Keyword research. Identify keywords relevant to financial services that potential clients search for, using a mix of high-volume and long-tail keywords for effective targeting, alongside incorporating local keywords to attract clients from specific geographic areas.
• Content marketing. Create high-quality, informative content tailored to your audience’s interests and needs. Include varied formats like blog posts, articles, infographics, and videos to engage your audience and build credibility, alongside following on-page SEO best practices by including keywords in titles, meta descriptions, headers, and alt text.
• Link-building. Earning backlinks from reputable sites boosts authority and ranking. Effective strategies include guest posting on financial sites, participating in industry events, and producing valuable content like in-depth guides, research reports, and financial tools. 
• Website security. This is especially important for financial website’s that handle sensitive information. It is crucial to make sure that your website has an SSL certificate, which encrypts the data that is sent between your website and your visitors. 
• Technical SEO. Now, this is all about making sure your website is easily crawled by search engines. This prioritises things like page loading speed, mobile-friendliness, and correct usage of HTML tags. 
• Local SEO. Help your targeted audience find your business. Ensure your Google Business Profile is up-to-date and accurate and prioritise using local keywords in your website content to appeal to customers near you. 

The financial industry is becoming increasingly competitive, with new businesses, including Fintech companies constantly emerging. To stay competitive, SEO can assist financial companies to differentiate themselves and establish authority in a crowded digital marketplace. 

Here’s why SEO is crucial for financial services: 

• Targeting Niche Client Segments: SEO allows you to target specific segments, such as investors, retirees, or small business owners, by using tailored keywords and content. This ensures you attract highly relevant, high-value leads, which can significantly improve your conversion rates.
• Simplifying Complex Financial Products: Financial products and services can be complex. With SEO, you can create clear, informative content that simplifies these offerings, helping your clients make informed decisions while positioning your company as an expert in the field.
• Staying Agile with Market Changes: SEO is an ongoing process that enables you to update your content quickly in response to market trends, regulatory changes, or new offerings. This ensures you stay relevant and competitive in a rapidly evolving financial landscape.
• Providing High-Quality, Targeted Content: Financial services SEO prioritises content that addresses the specific needs of your target audience. For example, you could focus on “investment strategies for millennials” or “estate planning for high-net-worth individuals” to rank higher in niche searches.
• Attracting Quality Leads: By targeting long-tail keywords and user intent, SEO helps you attract high-quality leads—individuals who are already interested in the financial services you offer, such as wealth management, retirement planning, or insurance.
• Cost-Effectiveness Over Time: SEO is a more cost-effective approach than paid channels like PPC. While the results may take time to materialise, SEO offers long-term benefits by driving organic traffic without the ongoing costs of paid ads, making it an ideal solution for financial companies like yours competing in a competitive space.

Here’s a list of essential SEO services we offer targeted specifically towards financial services companies: 

• Keyword Research: Identifying high-value, relevant search terms, including local keywords, to attract targeted traffic. For example, a financial advisor in Melbourne might target “financial advisor Melbourne” or “best retirement planning Melbourne.”
• Site Architecture: Organising content to ensure a user-friendly and search engine-friendly website structure. This includes keyword mapping to ensure each page targets the most relevant search terms, along with organising the website into clear categories and subcategories that align with the financial services offered.
• On-Page SEO: Optimising individual pages with relevant keywords, meta tags, and ensuring regulatory compliance. For example, updating page titles and descriptions to reflect financial services like “wealth management” or “retirement planning.”
• Technical SEO: Improving technical aspects like site speed, mobile responsiveness, security (SSL certificates), and crawlability. This is critical for financial services to ensure website security and protect sensitive client data.
• Content Creation: Producing high-quality, authoritative content on financial topics that prioritises user needs and aligns with YMYL (Your Money Your Life) guidelines for trustworthiness.
• Local SEO: Optimising for geographic searches by claiming and updating Google Business Profiles and using local keywords. For example, “best financial advisor in (City)” or “local (Neighborhood) bank.”
• Link Building: Acquiring high-quality backlinks from authoritative industry sources to boost credibility and ranking. Strategies include guest posting on financial blogs and contributing to industry events.
• Content Refreshing: Updating existing content to reflect the latest industry trends, regulations, and market data. For example, refreshing mortgage content to include current interest rates and loan options.
• Reporting and Analytics: Tracking SEO performance with key metrics like organic traffic, rankings, and conversions. Regular reporting allows for adjustments to optimise results.
• Website Maintenance: Keeping the website updated, secure, and functioning optimally with regular backups, software updates, and security monitoring.

… and more 

At Mojo Dojo, we have a four step process that we follow to effectively manage the SEO strategy for your finance company. 

1. Discovery & Audit: We begin by understanding your finance business, specific goals, and your current online presence. We’ll conduct a thorough audit of your website, content, and backlink profile to identify strengths, weaknesses, and opportunities for improvement. 
2. Strategy Development: Based on the findings, we’ll develop a custom SEO strategy tailored to your business and its target audience. This typically includes a keyword strategy, a content marketing plan, a technical SEO roadmap, an off-page optimisation strategy, and a local SEO plan. 
3. Implementation: Now, we put the SEO strategy into action. We optimise existing web pages, create new pages, develop and publish new content, conduct technical SEO fixes, execute the link-building strategy, and implement the local SEO plan. 
4. Reporting & Analytics: Using tools like Google Analytics and Google Search Console, we monitor key performance metrics such as organic traffic, keyword rankings, CTRs, bounce rates, conversions, and backlink growth. We’ll prepare regular reports to highlight key achievements, challenges, and insights. 
5. Ongoing Optimisation: SEO is an ongoing process and as long as you partner with us, we’ll ensure continuous monitoring, analysis, testing, and refinement so that your strategy remains relevant to the ever-changing search landscape. 

Our team of SEO specialists brings over 15 years of experience helping financial services businesses elevate their organic search rankings. With headquarters in both Melbourne, Australia, and Illinois, United States, we are uniquely positioned to offer global expertise with a localised approach. 

We craft SEO strategies specifically tailored to the financial sector, ensuring your business ranks higher, attracts quality leads, and builds trust with potential clients in your target market—whether local or international.