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How To Develop Content Strategy and Attract Potential Customers

Carl Hiehn Senior Account Strategist at Pedestal Search

Carl Hiehn Senior Account Strategist

August 25, 2022 | 5 Min Read

Remember when SEO started as the big thing a few years back? The pull of tailoring content in line with users’ search queries became impossible to resist. The trend continues to be as popular today, strengthening its role across industries, including the financial technology (fintech) space.

Fintech SEO is an essential digital marketing channel for capturing new, high-intent audiences. In this article, we’re going to shed light on Fintech SEO — what it is, how you can build a solid foundation, and why it plays an important role as a part of your overall content strategy.

What’s Unique About Fintech SEO

SEO optimization for financial websites takes a more sophisticated role. There are some unique challenges faced while building SEO for financial services companies.

As a fintech player, if you create an SEO-optimized page with incorrect financial advice or inaccurate information about financial products and services, it could affect people’s financial health. And Google’s algorithm closely scrutinizes and penalizes such sites. Additionally, optimizing your web pages for search becomes even more complex enough amid the regulatory challenges inherent to the financial industry.

Google’s Quality Raters’ Guidelines view fintech companies as part of the ‘Your Money Or Your Life’ (YMYL). This criterion covers sites with content that drives users’ critical decisions related to health, life, and financial stability, such as those in the legal, health, and finance niches. And therefore, the expertise, authority, and trust (E-A-T) of the financial services website has to be strong.

Essential SEO Strategies for Financial Services

SEO for financial websites is not just about brand awareness and traffic building. Fintech SEO should enable you to reach the right audience at the right time — across different stages of the buyer’s journey — and convert potential leads into loyal customers.

Whether you’re in insurance, lending, personal finance, consumer banking, or any other facet of the fintech industry, there are some additional aspects to weave into your SEO strategy. Here’re some of the proven SEO tips and tricks to elevate your search ranking and secure new customers:

  1. On-Site – Align keyword research in line with user intent

The idea here is to create a list of possible SEO keywords to target, that are in line with user intent across the buyer’s journey. Start by answering these questions across the sales funnel:

  • What are the pain areas of customers;

  • What language do they use to describe your products and input their searches;

  • How do they typically ask questions about their problems or your products?

Next, it’s important to choose search terms based on search volume and competition, and optimize them across URL, title tag, meta description, and image alt tags. Keep in mind that Google rewards quality content and frowns on keyword stuffing.

  1. Off-site SEO – Focus on leveraging backlinks

Quality link building is essential to your SEO strategy. Backlinks help increase the domain authority of your website, as they suggest to Google that your content is expert, authoritative and trustworthy. Here’s what you need to take care of to succeed in link building:

  • earn inbound links — links from reputable sites — by writing guest posts for prominent websites;

  • share your opinion as a thought leader with finance publications, like the Wall Street Journal, Forbes Money, CNN Money, MarketWatch, and TheStreet;

  • provide outbound links — links to authentic sites — by additional information on your topic and giving credits to the original source.

  1. Technical SEO – Improve your website’s security and technical performance

Search engines prioritize fast-loading websites because they’re easier to access. Besides, given the sensitive information handling, Google recognizes sites that take care of data breaches and security threats. Here’s how you can provide a secured digital channel for fintech customers to gain expert financial knowledge and conduct frictionless banking transactions:

Fintech Content Strategy

Another facet of SEO for fintech companies is a disciplined and rigorous approach to content marketing. While defining fintech content strategy, it’s crucial to pay close attention to quality and trust factors. If you ignore them, you’ll be outranked by disruptive players.

Let’s look at a few considerations to keep in mind while developing a fintech content strategy:

  1. Have financial experts write your content

Subject matter experts in your content team can elevate your content strategy. Here’s how:

  • win users’ trust with high-quality and relevant content;

  • build credibility that you’ve expertise in understanding audience pain points;

  • educate readers on realistic solutions in the form of financial knowledge/guidance, products, and services;

  • timely update sensitive data and relevant information on the site.

  1. Establish yourself as a thought leader

In a field like fintech, authority is key to establishing trustworthiness and credibility. And elevating yourself as an authority or thought leader in the field can increase your SEO results.

While crafting marketing strategies for fintech companies, here’s how you can position yourself as a thought leader:

  • share original research to add value to the field;

  • create unique content with exclusive analysis and deep insights;

  • have a distinct opinion on trending issues;

  • draft a white paper: a medium-length report that educates readers about a complex issue.

  1. Support your content with legal disclaimers

With evolving legal and consumer protection landscape, here’s how you can guard your content from legal risks:

  • create a dedicated privacy policy and terms and conditions page;

  • support advertisements with proper legal disclosures in accordance with financial services laws;

  • add relevant copyright details in the website footer.

In the highly regulated and competitive fintech space, you need to have a robust SEO strategy to stand out and win. If you get your SEO right, you’re able to outrank your competitors.

Are you looking to increase traffic and win high-intent audiences and customers to your fintech website? We specialize in SEO services for financial service businesses and help them tap significant ranking opportunities.  Contact Us now and we’d be happy to help you!

Categories:

SEO, SEO Strategies

Carl Hiehn Senior Account Strategist at Pedestal Search

Carl Hiehn

Senior Account Strategist

With over seven years of digital marketing experience, Carl leads Pedestal's Account Strategist team. He holds a degree in professional writing from York University and a certificate in digital marketing from the University of Toronto. Before narrowing in on SEO at Pedestal, Carl worked as a content writer, social media manager, and digital ads manager in the travel & tourism industry. He has worked at internationally lauded companies such as Intrepid Travel and Outward Bound Canada, as well as boutique businesses such as Out Adventures.