It’s a cliché, to be sure, but it’s true nonetheless: in the ultra-competitive world of digital financial services(or FinTech), companies need to constantly refine the way they fight for audience attention. And that means making their content as SEO-friendly as possible.
Search Engine Optimisation isn’t an optional extra for financial companies. It’s like the petroleum that powers online operations. While traditional financial services relied on referrals and word of mouth, FinTech depends on search results and online reach. But how can you achieve financial SEO success?
There’s no magic bullet for financial marketing, but at greatcontent, we know a few things about maximising your chances of success. So, we’ve compiled a quick, 7-point briefing of what FinTech companies need to do to master the world of SEO.
1. Create an SEO-friendly website
Firstly, when creating your website, make SEO a factor in every decision. This goes beyond keywords and titles. It means ensuring that your website has all the appropriate security certificates, that it scans well on smartphones, that the speed at which users can access your content is good, that the quality of its mark-up code is sufficient, and that the tags on all of your images or videos are well thought out.
2. Master relevant long tail keywords
Long tail keywords are the most important SEO resource when creating optimised content for FinTech companies. These keywords are the ones that rank most highly for customer enquiries, and they aren’t always obvious or easy to find. Without sophisticated SEO analysis tools, you can get a pretty good idea via the Google Keyword Planner. Just type in terms like “Asset manager” or “tax planning”, and you’ll see a stream of longer tail search terms. Make these the basis for optimised content, and you’ll be away.
3. Quality is better than quantity when sourcing content
Generally speaking, Google’s algorithms are trending towards boosting longer content that is relevant and informative. So be ambitious when you commission or write finance content. Don’t assume that throwing keywords at search engines will work. Mix up high value keywords with high concept content that gets to the root of your audience’s needs.
4. Get the basics right every time
Pages that perform well in SEO metrics always get the basics right. Whatever they promote, pages need to nail down relevant and effective titles, meta descriptions, headings, and sub-headings. Keywords need to be included in different headings (without losing the flow or compromising meaning), and titles need to be composed with keywords and audience attraction in mind. Remember, you can experiment with a few ideas and include parallel pages in a FinTech sales funnel, and A/B testing can refine your titles. But always focus on these building blocks – they matter a lot to search rankings.
5. Make your content visually appealing
Although financial services are, by nature, highly technical, financial SEO is very different. To succeed, FinTech companies need to create websites which inform but also attract via visual cues. Content needs to be clearly laid out for mobile devices, with high-quality graphic design and videos which add to the user experience. Above all, large text blocks are to be avoided. Break things up, use colour, and inject some energy into your pages.
6. Think about local SEO – people appreciate local partners
HSBC has scored well with its tagline as “The world’s local bank”, and great success can come from presenting yourself as a trustworthy local institution. Add your business to local directories and Google Maps. Be available to local contacts on social media. On a wider level, sourcing multilingual copywriting can also realise big returns. FinTech customers aren’t impressed by big claims made with numerous spelling and grammar errors and in a broad tone that doesn’t ‘hit home’; they respond to well-written texts created with local idioms and concepts in mind. One size doesn’t fit all, so localise your campaign as much as possible.
7. Link building matters, so do it!
Link building is an invaluable way to build organic traffic. It might take a while to bear fruit, but placing your content on influential financial websites like Inc or Forbes can have major effects on your traffic statistics. Each financial niche has its own news or commentary sources, so make contact and commission content that each publication will welcome. When linked to your own content, these articles will create a steady flow of high-value traffic and boost your own SEO considerably.
Combine these tips and you’ll be in a strong position to boost your traffic, earn conversions, and start building an online financial empire. But to do so, you’ll need expert partners to tell your story in a way that appeals to human beings and search engine bots alike. At greatcontent, we’ll be happy to help. Just get in touch and we’ll help your FinTech enterprise boom.
Text: Sam Urquhart