Finance SEO Simplified: 7 Failsafe Strategies to Skyrocket Growth

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Written By Scaleup Voyager

With more consumers turning to online platforms for banking, investing, and financial advice, establishing an online presence in the finance sector is more important than ever.

But you may wonder:
How do you establish trust and credibility in this competitive finance landscape?

Let’s introduce you to finance SEO — the art and science of optimizing your financial services website to rank prominently in search engine results. 

By harnessing the power of SEO, you should be able to reach, engage, and serve your target audience effectively. In this guide, we’ll take you through all the SEO strategies that can boost your website traffic and conversions. 

Oh, and these are tried-and-tested strategies that we’ve used for our own finance clients to grow them from 0 to 100K organic visitors within a year! 

This Article Contains

What Is the Importance of SEO in the Finance Sector?

SEO (Search Engine Optimization) can help you drive the right traffic to your site and build credibility. 

But that’s just the tip of the iceberg… 
So, let’s delve into all the factors that make SEO crucial in the finance industry:

  1. Boosts Visibility in the Search Results
  2. Drives Targeted Traffic and Leads
  3. Builds Trust and Credibility
  4. Offers a Seamless User Experience
  5. Boosts Your Local Outreach Efforts
  6. Gives You a Competitive Advantage
  7. Boosts Your ROI

1. Boosts Visibility in the Search Results

One of the primary advantages of effective SEO is the enhanced visibility in search engine results pages (SERPs).

But how do you gain a top spot in the SEPRs?
By optimizing for relevant keywords, creating valuable content, and ensuring a technically sound finance website. 

We’ll take you through all this later in the finance SEO strategies section.

Now, it’s worth noting that heightened visibility in the SERPs not only translates to more organic traffic. It also positions your financial business as a top-of-mind choice for a potential client or customer.

2. Drives Targeted Traffic and Improves Your Conversion Rate

It’s essential to attract website visitors who are genuinely interested in a financial service or product. 

This is where the power of financial services SEO shines.

Through meticulous keyword research and crafting content that addresses specific financial concerns, SEO helps draw a more targeted audience to your site. This ensures a higher likelihood of conversions, be it sign-ups, inquiries, or direct financial transactions.

Think of it this way:
When users land on your site after searching for a specific financial service or query, they’re already demonstrating a keen interest or a pressing need. 

By presenting them with a well-optimized site filled with relevant content, you can guide these potential leads towards conversions more effectively.

Additionally, SEO-enhanced elements like optimized landing pages, fast page load speeds, and mobile responsiveness further smoothen the user’s journey, reducing bounce rates and increasing the chances of a conversion.

In essence, SEO not only amplifies the quantity of your traffic but significantly enhances its quality, resulting in a better conversion rate and a stronger ROI.

3. Builds Trust and Credibility

In the financial realm, trust isn’t just a desirable asset — it’s an indispensable currency. People need to have unwavering confidence in the institutions and professionals managing their money, investments, and financial futures. 

Search Engine Optimization plays a pivotal role in establishing this trust. A well-optimized finance website that consistently appears in top search results signals to users that the entity is recognized and validated by search engines.

And by offering informative, accurate, and up-to-date content that addresses users’ financial queries, you can position your business as a credible brand.

4. Offers a Seamless User Experience

SEO isn’t just about keywords and writing content — a significant aspect focuses on user experience (UX). Search engines, especially Google, prioritize websites that offer users an intuitive, fast, and mobile-friendly experience.

In the financial sector, where users often seek quick answers to complex questions or wish to perform timely transactions, a seamless website experience is paramount. A well-optimized site will have clear navigation, quick load times, and a responsive design that works across devices.

Additionally, clear call-to-action (CTA) buttons, easily accessible contact information, and straightforward financial tools or calculators further enhance the user’s journey. 

For instance, let’s check out — a firm that helps businesses accept online payments securely and efficiently.

When you land on the website, you’ll immediately notice the CTA button that prompts you to learn about its payment types:


Also, navigating the site is super easy! For instance, you can simply click the Resources section on the top part of the home screen to check out various resources like blogs, eCommerce guides, and more.


By offering a seamless user experience, you can ensure that visitors not only find what they’re looking for quickly but are also more inclined to stay, explore, and eventually convert.

5. Boosts Your Local Outreach Efforts

Local SEO refers to optimizing your site’s online presence to enhance its visibility in local search results.

It’s a powerful tool, especially for financial businesses like banks, credit unions, or financial advisory firms that operate within specific geographical areas.

How does it work?
When users search for terms like “financial services near me,” companies optimized for local SEO will prominently appear in localized search results or map listings. 

So, how do you boost your local SEO efforts?
This involves ensuring accurate and consistent Name, Address, and Phone Number (NAP) details across all online directories. Also, you should aim to garner positive customer reviews and optimize for local keywords.

Additionally, a fully optimized Google My Business listing can provide a potential customer with essential details like operating hours, services offered, and even user reviews. (We’ll discuss implementing local SEO with Google My Business optimization in detail later.)

The end result?
By focusing on local SEO, you can effectively target your immediate community and be the go-to choice for individuals seeking in-person consultations (or branch-specific services).

6. Gives You a Competitive Advantage

In the densely populated finance industry, staying a step ahead of competitors is imperative. 

When you invest in comprehensive and strategic SEO efforts, you’re more likely to rank higher in the SERPs. This prominent visibility means you should be able to capture a larger share of online traffic and leads compared to your competitors.

Also, a refined SEO strategy that targets niche keywords or specific financial services can help you differentiate yourself in the crowded finance space. 

While you’re at it, be sure to consistently stay updated with SEO best practices and adapt to search engine algorithm changes. This will help you maintain a dominant online presence, effectively sidelining competitors and becoming the first choice for potential customers.

7. Boosts Your ROI

In the financial world, every investment is scrutinized for its return, and SEO is no exception. 

The beauty of SEO lies in its cost-effectiveness and long-term value. Unlike traditional advertising (or even online paid campaigns), SEO efforts yield sustained results over time.

In fact, a Google ad stops working the moment you stop paying, but that’s not the case with SEO.

What does that mean?
Once you achieve a high ranking for a particular keyword through SEO, you can continue to attract organic traffic without incurring additional costs. You don’t get that with a Google ad!

So, how do you build a successful financial SEO strategy?

7 Strategies for Mastering Finance SEO

Here are the strategies to help you elevate your SEO game and ensure you remain at the forefront of the digital finance world:

1. Keyword Research

Central to any SEO strategy is effective keyword research. This process entails identifying and analyzing specific words and phrases that a potential customer uses when searching for financial services or information.

By understanding these search queries, you can tailor your content to meet the needs and intentions of your target audience.

To learn everything about this topic, check out our complete SaaS keyword research guide.

Now, let’s take you through the common ways to do keyword research:

  1. Use Google Suggest
  2. Use Keyword Research Tools Like Ahrefs
  3. Use Google Search Console
  4. Use the Information From Customer Reviews and Sales Calls

A. Use Google Suggest

Google Suggest (the autocomplete feature of Google Search) is a goldmine for organic keyword insights. 

To use it, type a broad financial term like “personal loan” into Google’s search bar. As you type, you’ll see a dropdown of search suggestions, like “personal loan calculator,” “personal loan interest rate,” and more.

What does this mean?
These are real queries that users frequently search for. 

To dive deeper, input a partial phrase such as “how does a credit” and let Google fill in the blanks. It will potentially suggest terms like “how does a credit card work” and “how does a credit score work.” 

By playing around with different phrases, you can uncover a variety of relevant keyword ideas.

B. Use Keyword Research Tools Like Ahrefs

One of the best ways to perform keyword research is to use tools like Ahrefs. The Ahrefs SEO tool provides comprehensive solutions for link building, keyword research, competitor analysis, rank tracking, site auditing, and more.

If you have an Ahrefs account, follow these steps to conduct keyword research:

  1. Navigate to the Keywords Explorer tab.
  2. Type any keyword into the search box. For example, type retirement planning.
  3. Click the search button or press Enter:

Here are the results that will appear on your screen:

Let’s now explore what all these keyword parameters mean:

Keyword difficulty (KD) is a metric that determines how hard it would be to rank for a specific search term. The higher the KD score, the harder it is to rank for a specific keyword.

This is how the KD score is determined in the Ahrefs SEO tool:

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

Let’s now look at Cost per Click (CPC).

Cost per Click refers to the amount of money you’d have to pay whenever a user clicks on your online ad. This means if you had an online ad targeting the keyword “retirement planning,” you’d have to pay $4.50 each time a user clicks on that particular ad.

In most cases, Cost per Click is directly linked to keyword difficulty. This means the more difficult a keyword is, the higher the CPC.

Now, let’s look at search volume (SV):

Search volume refers to the average number of times users search for a specific keyword per month.

In the screenshot above, the monthly search volume is as follows:

  • Global volume: 39K
  • The United States: 10K
  • India: 4.9K
  • Russian Federation: 4.5K
  • Canada: 2.1K
  • And so on…

Further down in the Keyword Explorer section, you’ll see the SERP (Search Engine Results Page) data.

The SERP data shows you all the articles, pages, images, videos, or other related content that ranks for a specific keyword. In the screenshot above, the content is ranking for the “retirement planning” keyword.

Analyzing the SERP data can help you understand the search intent.

What is search intent?
It’s the primary goal or purpose that a user has in mind when searching for a term or phrase.

In our “retirement planning” SERP data, most of the content is in the form of how-to guides. So, it’s clear that users who search for this term are looking for a step-by-step guide on how to prepare for retirement.

So, if you wanted to target this keyword and address the search intent, you’d have to write a how-to guide.

And what if you want to explore more keyword opportunities?
Search for a particular keyword (such as retirement planning) and then navigate to the Matching terms, Related terms, and Search suggestions section on the left-hand side.

For example, if you go to the Search suggestions section, you’ll find some useful financial keywords to target, such as “retirement planning software.”

C. Use Google Search Console

Google Search Console (GSC) is a treasure trove for discovering financial keywords your site is already being recognized for. This means when your content has been published and indexed, you can use GSC to identify more keyword opportunities.

Wait… How does this work?

GSC provides information about keyword impressions and clicks. All you need to do is look at the keywords your posts aren’t ranking well for and then use them to create content.

To illustrate this example, let’s look at the data for a sample article written for the “SaaS financial metrics” keyword:

What does this data mean?
It shows that the article is ranking for other related terms, like “financial planning for SaaS startups,” “startup financial metrics,” and more.

The reason it’s not ranking well for these terms is that it doesn’t answer their search intent.

How can you take advantage of such keywords?
Create new content around them to answer the search intent and rank!

D. Use the Information From Customer Reviews and Sales Calls

Tuning into customer feedback is a natural, often overlooked source of keyword insights. Customer reviews, testimonials, and sales call transcripts often contain the language and concerns of your target audience.

A sales call might reveal clients frequently asking about “early loan repayment penalties” or “investment portfolio diversification.” These exact phrases and topics can be gold for keyword research.

By incorporating this real-world language into your content, you align better with the queries and concerns of potential customers — enhancing your site’s relevance and search visibility.

When keyword research is finally out of the way, you’d have to craft content. So, let’s take you through the process.

2. Top-Notch Content Creation

Content is the backbone of any successful SEO strategy. So, let’s show you how you can create content that’ll help you stand out in the competitive financial services industry.

  1. Craft Content That Answers the Search Intent and Meets User Needs
  2. Create Content Clusters
  3. Structure Your Information Properly and Use Visual Content

A. Craft Content That Answers the Search Intent and Meets User Needs

Understanding and addressing search intent is at the core of SEO. When users query search engines, they come with a specific intent — be it informational (What is compound interest?), transactional (Apply for a credit card), or navigational (Local bank near me).

To truly master financial SEO, it’s crucial to craft content that aligns perfectly with these intents.

For instance, if the intent is informational, provide comprehensive guides, explainer videos, or infographics. For transactional intents, ensure clear CTAs, simplified application processes, or product comparisons.

For example, let’s look at an informational keyword like “what is compound interest.” When you look at the SERPs, some of the companies that crafted content around this keyword include Fidelity Investments.

To ensure that it addresses the search intent, Fidelity Investments starts off with a section explaining what compound interest is.

Source: Fidelity Investments

This financial services company also covers other important sections related to the target keyword, such as “How does compound interest work?” and “How can investors receive compounding returns?”

Source: Fidelity Investments

Source: Fidelity Investments

B. Create Content Clusters

Content clusters represent a structured approach to content creation. They revolve around a central topic and branch out to cover its various related sub-topics.

Imagine selecting a core topic, like “Retirement Planning.” This becomes your pillar content, a comprehensive piece covering the basics of retirement planning.

Around this pillar, you then create sub-topics or cluster content, such as “Types of Retirement Plans” or “Retirement Planning for Late Starters.” Each of these pieces links back to the pillar content and possibly to each other, creating a cohesive network of information.

For example, Investopedia (a financial media website) has a blog targeting the “Retirement Planning” keyword:

Source: Investopedia

In this case, the article above serves as the pillar content.

To create its cluster content, Investopedia focused on topics like “Retirement Planning Tips in Your Mid-60s and Beyond.”

Source: Investopedia

This interconnected approach does wonders for SEO. It provides clear pathways for search engine crawlers and enhances user navigation. 

As users find guidance on one finance topic, they can easily navigate to related topics. This increases on-site engagement and positions your platform as a go-to resource.

C. Structure Your Information Properly and Use Visual Content

Your content shouldn’t only be well-researched, but it should also be presented in a user-friendly manner. Use headings, bullet points, and visuals (images, GIFs, or videos) to make complex financial topics digestible. 

For example, let’s look at the “What Is Retirement Planning?” blog by Investopedia. There’s an H2 section about “Retirement Plans.” Below it, there are various H3 subsections, such as “Employer-Sponsored Plans.”

Source: Investopedia

What’s the benefit of doing this?
Using H1s, H2s, H3s, and other subsections in your content provides a clear and organized structure for users — improving readability and navigation. It also signals the hierarchy and relevance of information, making it easier for search engines to understand and index your content.

In the same Investopedia article, the information in some sections is arranged in bullet points to improve readability.

Source: Investopedia

And to make the content more engaging, Investopedia included a video in the same article covering tips for retirement saving.

Source: Investopedia

Always ensure your content is updated regularly to reflect the latest trends, news, and financial regulations. Remember, your content not only serves to rank on search engines but also to build trust and establish authority.

3. YMYL and E-E-A-T Optimization

YMYL stands for “Your Money or Your Life.” It’s a term used by Google to refer to content that can significantly impact a person’s financial stability, well-being, or health.

Google holds YMYL content to higher standards due to the potential consequences of inaccurate or unreliable information.

In the financial services industry, YMYL content includes information that can directly influence financial decisions and outcomes. Examples of YMYL content include investment advice, tax planning, credit management, and retirement planning.

For instance, the “Retirement Planning” article that we explored earlier falls under the YMYL category.

Source: Investopedia

Let’s now look at E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This refers to a set of criteria that Google considers when evaluating content quality. 

Here are the explanations of all the parts that make up E-E-A-T:

  • Experience: This pertains to how user-centric and intuitive the content is. For example, a comprehensive guide covering “Retirement Strategies” should be structured in a manner that’s easy to follow — from basic definitions to advanced strategies. This will ensure a seamless experience for readers of varying financial know-how.
  • Expertise: Content should emanate knowledge and proficiency. An article that explores “Retirement Strategies” will carry more weight if penned by a financial analyst or someone with extensive experience in the financial sector. So, always ensure that such topics are tackled by experts (like a financial advisor or financial planner).

For instance, Investopedia’s “Retirement Strategies” blog was written by Julia Kagan — a financial journalist and former Senior Editor for Personal Finance at Investopedia.

Source: Investopedia

In this case, it’s clear that the article was written by an expert.

  • Authoritativeness: Authoritativeness relates to the perceived authority or influence of the content creator or your website. For instance, you can establish authority by ensuring the financial advice on your site is reviewed by a certified financial planner or financial advisor. 

If you look at Investopedia’s “Retirement Planning” article, you’ll notice that it was reviewed by someone with over eight years of experience in the financial industry. This makes the Investopedia article an authoritative source that can be trusted.

Source: Investopedia

Alternatively, you can bolster your content’s authority by referencing insights from a recognized financial institution.

  • Trustworthiness: Given that financial decisions can be life-altering, your content must be trustworthy. Ensure website security, cite reliable sources, and maintain transparency. For example, an article on “Tax Saving Tips” should be up-to-date with the latest tax regulations and provide references to official tax guidelines (or reputable financial journals).

By creating YMYL content and optimizing it for E-E-A-T, you’ll align with search engine standards and boost your search engine ranking. But not only that — you’ll also serve your audience with the highest quality content and reliable information.

4. On-Page SEO Techniques

On-page SEO involves optimizing individual web pages for users and search engines. It’s one of the best strategies to implement to improve your chances of ranking higher on the SERPs.

Here are some common on-page SEO strategies you should focus on:

  • Keyword Optimization: This strategy involves embedding target keywords strategically throughout the content, including in the title, headers, meta description, and body text. For example, if your target keyword is “investment strategies,” then your article title could be “10 Investment Strategies for New Investors” or something along those lines.

And if you use other keyword tools, you can find all the relevant terms worth adding throughout your posts. But remember — don’t stuff keywords or add them randomly. If you do that, Google will likely penalize you, and this could affect your SEO ranking.

  • Content Quality: Ensure content is detailed, accurate, and offers value. An article explaining mortgage rates, for instance, should cover various types, how they’re determined, their impact, and tips to secure favorable rates.
  • Use of Htags: Organize content with H1, H2, H3, H4, and H5 headers to make it readable and SEO-friendly. We explored this earlier when covering tips on how to structure your information properly and use visual content. For instance, in a post about retirement planning, you could add an H2 named “Types of Retirement Plans” and add H3s like “401(k) Plans” and “IRA Accounts.”
  • Internal and External Linking: Internal links promote better navigation, distribute page authority, and guide readers to related topics within your site. Meanwhile, external links (the links pointing to reputable financial sources or data-backed research) enhance the credibility of your content. They offer readers a more comprehensive understanding and validate the statements made on your platform. 

When adding internal and external links to your content, use descriptive anchor texts that clearly describe the information behind those links. 

For example, let’s look at a blog titled “What Is Retirement? What Does It Really Mean?” by SoFi — an online personal finance company.

Source: SoFi

In the same blog, there’s a part where SoFi added an internal link to the “types of retirement plans” anchor text.

Source: SoFi

Just by merely looking at the anchor text, the reader can immediately have an idea of the content covered behind the internal link. 

The same thing applies to external links. When you add them to your content, ensure that you add them to descriptive anchor texts that won’t confuse readers.

  • Meta Descriptions: Write concise and compelling meta descriptions incorporating target keywords. For an article on saving for retirement, a good meta could be “Discover actionable retirement saving tips to secure your financial future. Learn about IRAs, 401(k) plans, and more.”

Besides, a well-crafted meta description can significantly impact your click-through rate (CTR). 


Because the meta description usually appears on the SERPs and serves as a brief summary of the content on a page. This helps users understand what to expect if they click on the link.

For example, when searching for “how to plan for retirement” on Google, one of the results we came across was a post by Ameriprise Financial:

You’ll notice that the meta description of this particular post appears just below the title.

And as you can see, it’s a compelling description that can entice users to click the link and learn more.

5. Local SEO and Link Building

Many finance companies, from local banks to financial consultants, serve a local clientele. So, optimizing for local SEO ensures these entities appear prominently when users search for finance-related services in a specific locale. 

Meanwhile, backlinks (the links pointing to your site) are crucial for SEO because they signal trust, authority, and relevance to search engines. Quality backlinks from reputable sources can enhance your site’s credibility and visibility in the SERPs.

Let’s take a look at how local SEO and link building work:

  1. Implementing Local SEO With Google My Business Optimization
  2. Implementing Local SEO With Hreflang Tags
  3. Link Building Through Writing Guest Posts

A. Implementing Local SEO With Google My Business Optimization

Optimizing your Google My Business (GMB) listing is pivotal for local visibility and engagement. It lets your financial business appear in local search results — allowing you to manage your online reputation effectively and provide essential information to potential customers.

For instance, let’s look at Goldman Sachs — an American multinational investment bank and financial services company. 

Goldman Sachs has a Google business profile displaying the firm’s pictures, its address, operating hours, phone number, reviews, and more.

How can you optimize your Google business profile further?
Upload high-quality images of the office space or team to give a potential client a feel of your firm’s environment. It’s also essential to encourage satisfied customers to leave positive reviews because this can bolster the credibility of your finance company.

B. Implementing Local SEO With Hreflang Tags

Hreflang tags are HTML tags used to indicate the language and regional targeting of a webpage. They help search engines deliver the most relevant content to users based on their language and location preferences.

For example, Santander (a Spanish multinational bank) has different versions of its site in English and Spanish. If you’re on the English version of the home page, you just need to click the ES button on the left to switch to the Spanish version.

Source: Santander

If you take a look at the HTML code, you’ll notice that they used the hreflang HTML tag. To view it, follow these steps:

  1. Right-click on a blank space on the Santander home page.
  2. Select View page source from the options.
  3. Press Control + F and type hreflang.

Here are the results you should see:

Source: Santander

In this case, hreflang = “es” means that Santander offers the same version of its English page in Spanish (es).

Guess what?
This not only improves user experience but also ensures search engines understand which version of a page to display for a particular audience. This reduces duplicate content issues and enhances SEO performance for multilingual sites.

C. Link Building Through Writing Guest Posts

Writing guest posts in exchange for backlinks has long been a popular strategy in the SEO world. 

How does it work?
For instance, a financial analyst might write an insightful article on market trends for a renowned finance blog. And in return, they’ll get a backlink to their personal consultancy website.

Backlinks act as endorsements from other websites, signaling to search engines that your site is trustworthy and authoritative. They can drive referral traffic and potentially boost your search engine ranking. 

But with search engines becoming smarter and focusing more on the quality and relevance of content, the mere act of guest posting for backlinks isn’t as potent as before. In fact, you don’t necessarily need backlinks to rank higher on Google.

How do we know this?
We’ve helped our clients gain a top spot on the SERPs without any backlinks. All we did was apply the relevant SEO best practices like keyword research and crafting top-notch content.

Now, it’s time to look at the technical side of things.

6. Technical SEO

Technical SEO lays the foundation for your website’s visibility in search engines, ensuring search engine spiders can efficiently crawl, index, and render the site’s content. To learn more about this topic, check out our comprehensive SaaS technical SEO guide.

Let’s go through some important technical SEO aspects you should focus on:

  1. Improving Site Speed
  2. Mobile Optimization
  3. Ensuring Secure Browsing (HTTPS)
  4. Using an XML Sitemap and the Robots.txt File
  5. Using Structured Data

A. Improving Site Speed

Improving site speed is crucial for both user experience and SEO. In the financial industry, where users often seek quick information or transaction capabilities, a lagging website can be a significant deterrent.

Undoubtedly, slow loading times can result in lost visitors. For instance, if a user tries to check loan interest rates and the site takes too long to load, they might navigate away, potentially choosing a competitor.

How do you improve your site speed?
Tools like Google PageSpeed Insights can help. They can diagnose issues causing delays, such as unoptimized images or excessive JavaScript.

Let’s check how you can use this tool:

  1. Visit the Google PageSpeed Insights page.
  2. Enter your site’s URL in the box. In this example, we’ll use Santander’s URL.
  3. Click the Analyze button.

Source: Google PageSpeed Insights

To view the changes that could improve site speed, follow these steps:

  1. Toggle to the mobile (or the desktop) section.
  2. Scroll down and locate the Opportunities section.

Source: Google PageSpeed Insights

Based on these results, here’s what Santander would need to do to improve its page loading speed on mobile devices:

  • Defer offscreen images
  • Properly size images
  • Reduce unused JavaScript
  • Reduce unused CSS
  • And more…

B. Mobile Optimization

Most users access content on the go. For instance, they check their account balances or make quick transactions using their mobile devices.

This means people expect a seamless experience on their smartphones and tablets.

A mobile-optimized finance site or app should have a responsive design, ensuring content adjusts to various screen sizes. Some other crucial elements include touch-friendly navigation, easily clickable buttons, and legible font sizes.

For example, let’s look at SoFi’s desktop and mobile versions of its website:

Here’s a screenshot of the desktop version of the home page.

Source: SoFi

Now, here’s the mobile version:

Source: SoFi

As you can see, SoFi’s content is presented well in the desktop and mobile versions of the site. The CTA buttons (written “Get started”) are large and visible, and the font sizes are legible.

If you’d like to check your site’s mobile-friendliness, use tools like Google’s Mobile-Friendly Test.

C. Ensuring Secure Browsing (HTTPS)

Finance companies should prioritize secure browsing through HTTPS, especially given the frequent exchange of sensitive data on their websites. 

HTTPS, which stands for HyperText Transfer Protocol Secure, encrypts the data transferred between a user’s browser and the website. This safeguards the data from potential eavesdropping or tampering by third parties.

For example, when a user logs into their online banking platform, HTTPS ensures that login credentials and account details remain confidential. 

A secure website with HTTPS displays a padlock next to the URL. Here’s what it looks like:

Source: SoFi

Here’s an interesting fact:
Search engines like Google prioritize HTTPS websites. This means your chances of ranking higher on the SERPs will be higher if your site is secure.

Additionally, browsers often flag non-HTTPS sites as “not secure,” which can deter visitors and diminish trust. Therefore, adopting HTTPS is crucial not only for user security but also for maintaining a website’s credibility and optimizing its search engine performance.

D. Using an XML Sitemap and the robots.txt File

An XML sitemap and the robots.txt file are fundamental tools in guiding search engines on how to navigate and understand a website.

These tools can be invaluable if you use them properly on specific pages that might contain sensitive data or information that’s best left non-indexed.

So, how do they work?
An XML sitemap provides search engines with a roadmap of a site’s structure, outlining key pages and their relationships. This makes it easier for search engines to index and rank your website.

Here’s what an XML Sitemap for SoFi’s website looks like:

Source: SoFi

The sitemap contains a list of different sitemaps for various categories. For example, if you click the first sitemap on the list (, it will open up another sitemap showing links for different blog articles on the SoFi website:

Source: SoFi

On the other hand, the robots.txt file acts as a gatekeeper, instructing search engines on which pages or sections to crawl or avoid. For instance, a bank might use robots.txt to prevent search engines from indexing a confidential client login portal.

Here’s what the robots.txt file for the SoFi website looks like:

Source: SoFi

Here’s a quick look at what the directives and rules on the robots.txt file mean:

  • User-agent: This directive controls the way search engine bots access and interact with the content on your site. When you use an asterisk (*), that means you want all kinds of search engine bots to access and crawl your site.
  • Disallow: This is the directive to use for areas/directories that you don’t want Google bots to crawl. For example, “Disallow: /event/” means you don’t want Google bots to crawl the “event” directory).
  • Allow: This directive allows search engine bots to crawl specific directories. In most cases, you won’t necessarily have to use it because everything that’s excluded in the “Disallow” part should be automatically crawled.

E. Using Structured Data

Using structured data enhances the way your content is displayed in the search results. For example, let’s look at Morningstar — a financial services company providing investment research and investment management services.

If you search for Morningstar on Google, the search result will reveal the company’s logo and other details like stock price, subsidiaries, headquarters, and more.

This is all thanks to the “Logo” structured data feature. When you use this tool, Google displays your site’s logo and other details in the search results and Google knowledge panel.

This enhanced presentation, often termed a “rich snippet,” can improve click-through rates and provide users with valuable insights at a glance.

Now, let’s go through some key metrics you should track to assess the performance of your financial services company.

7. Measuring Key Metrics and Analyzing Performance

Consistently measuring key metrics and analyzing performance can help you gauge the efficiency of your SEO efforts and refine strategies accordingly.

Traffic, engagement, and conversion metrics offer a comprehensive view of how users discover, interact with, and take action on a website. They provide actionable insights to refine strategies, enhance user experience, and drive business growth.

Here are some of the most important traffic, engagement, and conversion metrics:

  • Organic Traffic: This refers to visitors who land on your financial website from unpaid search results. These users typically find your site after querying a search engine like Google or Bing. A rise in organic traffic often signals effective SEO efforts and quality content that resonates with searchers.
  • Keyword Rankings: This metric shows where your financial website stands in the SERPs for specific keywords. Monitoring rankings helps assess SEO strategy effectiveness.

Why is it important to measure it? A high SEO ranking leads to more visibility and organic traffic. So, it’s always good to know where you stand in the SERPs and make any required adjustments.

  • Clicks and Impressions: Clicks represent the number of times users clicked on your listing in the SERPs, while impressions count how often your listing appeared in search results. These metrics provide insights into visibility and user interest in your content.
  • Click-Through Rate (CTR): Calculated as the ratio of clicks to impressions, it indicates how often people click on your listing after seeing it. A high CTR can signify relevant content and an effective meta description.
  • Bounce Rate: Represents the percentage of visitors who leave your site after viewing just one page. A high bounce rate might suggest a poor user experience or that the content wasn’t relevant to what users expected.
  • Conversion Rate: This is the percentage of users who take a desired action on your site, such as signing up or making a purchase. This metric evaluates the effectiveness of your site in prompting users to complete a goal that’s directly related to your ROI.

Dominate the SERPs With a Solid Finance SEO Strategy

Implementing the right financial services SEO strategy can do wonders for your business. Besides boosting your site rankings, it can also help you build trust, deliver value, and facilitate seamless user experiences.

But securing a strong online presence and fostering credibility can be quite challenging.

You need to employ a strategic approach encompassing technical SEO, content optimization, mobile readiness, and compliance with E-E-A-T principles, among other things. Additionally, you should constantly evolve to meet the ever-changing needs of users and search engines.

But guess what?
There’s a simpler solution!

Leave all your finance SEO and digital marketing needs to Startup Voyager — a trusted content and SEO agency. We have a proven track record of rapidly scaling up organic traffic for our clients by anything between 4x to 20x in a year!

Contact an SEO expert at Startup Voyager to discover how we can help you create a failsafe finance SEO strategy that will help you drive traffic and conversions.