SEO for Finance: Ultimate Guide

What is SEO for Finance?

SEO for finance refers to optimising a financial services website and its online presence to increase visibility in search engine results. This optimisation includes tailoring content, technical elements, and user experience to meet the specific needs of finance clients. By implementing effective finance SEO, professional services companies make it easier for potential clients to find them online for wealth management, investment advisory, or financial planning services.

Why should Finance companies do SEO?

For finance companies, SEO is more than a visibility tool; it’s a competitive advantage in a digital-first world. Clients actively search for financial services online, and a well-executed SEO finance strategy allows companies to attract qualified leads, increase credibility, and stand apart in a crowded market. Unlike paid ads, which stop driving traffic once the budget is exhausted, SEO offers ongoing benefits, helping your website rank consistently and attract more organic traffic over time.

What strategy should Finance companies use for SEO?

An effective finance SEO strategy should focus on five main areas: technical compliance, content optimisation, content creation, link building, and user experience. Here’s a breakdown of each:

• Technical compliance: Ensuring your website meet's Google's technical guidelines across a range of factors
• Content optimisation: Helping your key pages get found by Google for your core keywords
• Content creation: Crafting well-written, optimised content to grow your authority
• Link building: Driving high-authority links to your website to build trust factors
• User experience: Ensuring a seamless user journey and encouraging conversions through your website

Technical compliance

Technical optimisation ensures that your website is easy for search engines to access, interpret, and rank. A well-optimised technical structure improves both visibility and user experience. Key focus areas include:

Page speed

Page speed is critical for both users and SEO. Slow-loading sites often result in high bounce rates, particularly for financial services where clients expect a smooth, efficient experience. Tools like Google PageSpeed Insights can help identify improvements, such as minimising scripts, compressing images, and enabling caching. Tips to improve speed include:

• Switching to efficient image formats (e.g., WebP) to reduce load times
• Compressing large images before uploading to maintain fast load speeds
• Limiting plugin use to essential features only

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URL structure

A clear URL structure improves navigation and makes your content more accessible to users and search engines. Short, descriptive URLs that incorporate relevant keywords can make a significant impact. Strategies for an organised URL structure include:

• Using keywords in URLs: Replace generic URLs like “/services/page123” with descriptive ones, such as “/services/investment-advice.”
• Arranging subpages under parent categories: A services page could have subpages like “/services/retirement-planning.”
• Avoiding unnecessary characters and length to keep URLs readable

Schema markup

Structured data, or schema markup, helps search engines interpret your site’s content more precisely. Finance firms can benefit from specific schema markups that enhance visibility, especially for local searches. Key schema types for finance SEO include:

• Financial Service schema for highlighting services offered on your homepage
• Review schema to showcase client testimonials for social proof
• Article schema to make your blog posts more discoverable in search result

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Content optimisation

Optimising content means refining each page to make it more relevant, valuable, and engaging. Effective content optimisation involves strategic keyword research, internal linking, and creating robust meta information.

Keyword research

Keyword research allows finance companies to understand clients' search terms to find services. Tools like Ahrefs and SEMrush are valuable for identifying high-potential keywords. To get the most from your keyword research:

• Find terms your audience searches for, such as “personal finance advice” or “mortgage broking services.”
• Focus on keywords competitors must include to fill content gaps and rank more easily.
• Use keywords in headers, meta tags, and body text to boost relevance.

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Internal linking

Internal linking guides users to relevant pages within your website, improving engagement and helping distribute page authority. For example, linking a blog on retirement planning to your retirement advisory page can enhance SEO and usability. Ways to leverage internal linking include:

• Linking related services to create a seamless user journey
• Adding contextual links within blog posts to direct readers to service pages
• Using descriptive anchor text that indicates the linked content

Meta titles

Meta titles and descriptions are critical for improving click-through rates from search results. Writing clear, engaging meta titles with relevant keywords can help users understand the page’s content at a glance. To optimise your meta information:

• Incorporate main keywords specific to each page’s focus
• Highlight unique value propositions, like “Expert Tax Planning for Individuals | [Company Name].”
• Ensure descriptions are concise and distinctive to maximise click-through rate.

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Content creation

Creating valuable, targeted content helps finance companies demonstrate expertise and attract traffic. Quality content, from dedicated service pages to insightful blog posts, is the backbone of your SEO strategy.

Services pages

Each primary service should have a page to help potential clients understand your offerings. Creating detailed service pages for finance SEO for topics like “investment advisory” or “estate planning” can help attract qualified traffic. Suggestions for optimising service pages:

• Creating dedicated pages for high-level services you offer, such as Accounting, Wealth Management, Payroll, etc
• Create sub-service pages for long-tail keywords like ‘Small business payroll services.’
• Create services pages for specific sectors you operate in, such as ‘Accountancy for Hospitality’

Location pages

If your firm serves multiple regions, creating location-specific pages optimised for local keywords, like “financial services in Leeds,” can improve visibility in those areas. This makes it easier for nearby clients to find and contact you.

Blog writing

Publishing regular, relevant blog content is a powerful way to engage clients and rank for long-tail keywords. Blogging allows finance companies to address frequently asked questions and establish authority. Examples of blog topics include:

• Educational posts such as “Understanding Interest Rates” or “The Basics of Portfolio Diversification.”
• Timely insights like “How to Prepare for Tax Season” or “Impacts of New Financial Regulations.”
• Client success stories to demonstrate the real-world benefits of your services

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Link building

Building high-quality links from reputable sites boosts domain authority and search rankings. Finance companies can leverage link-building strategies to enhance visibility and build credibility.

Unlinked brand mentions

Unlinked mentions of your firm’s name or services are opportunities to gain valuable backlinks. Reach out to authors or site managers to request links, which can enhance authority without creating new content. Suggestions for tracking brand mentions:

• Monitor your brand’s online presence to identify unlinked mentions
• Use tools like SEMrush for brand monitoring to automate the process
• Reach out to website owners with a polite request to add a link

Local citations

Registering your business on local directories, such as Yelp and Thomson Local, can help with local SEO. Ensure your firm’s name, address, and phone number (NAP) are consistent across all listings to build credibility and make it easier for clients to find you.

Expert comments

Providing expert comments or insights to respected publications can help establish your authority and attract traffic. Connecting with industry blogs, news sites, or finance publications allows you to offer expert commentary, which builds credibility and attracts high-quality backlinks.

User experience

User experience (UX) is essential in SEO and conversion. A positive UX encourages visitors to explore your content, contact your firm, and take other desired actions.

Navigation

An intuitive navigation system helps users find the information they need quickly. Include clear, organised menus with descriptive labels to reduce bounce rates and encourage exploration.

Calls to action

Calls to action (CTAs) prompt users to take specific actions, such as contacting your firm or scheduling a consultation. Well-placed CTAs improve engagement and conversion rates, helping turn visitors into clients.

Website architecture

A logical site structure with clear hierarchies makes navigating your content more accessible for search engines and users. Use categories, subcategories, and related links to create a well-organised structure that supports SEO and usability.

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Additional tips

In addition to core SEO strategies, optimising your Google Business Profile, gathering client reviews, and using social proof are potent methods to strengthen your online visibility and credibility. Here’s how these strategies can enhance your finance company’s presence.

Google my Business optimisation

Optimising your Google Business Profile (GBP) is essential for local SEO. It allows your business to appear in Google Maps and local search results, making it easier for nearby clients to find your services. Ensure your GBP profile is complete and accurate, as finance clients often search for trusted local professionals.

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Reviews

Positive client reviews are vital for building trust and improving search rankings. Reviews act as social proof, signalling reliability to search engines and potential clients. Encourage satisfied clients to leave feedback on platforms like Google and Yelp, and take the time to respond to reviews to show that you value client satisfaction.

Social proof

Social proof, such as client testimonials, case studies, and industry certifications, reinforces your firm’s authority and expertise. Displaying social proof on high-traffic pages—like your homepage or services pages—can help potential clients trust your business. Short case studies highlighting successful outcomes are efficient for finance companies looking to showcase measurable client successes.

• Display testimonials on key pages like the homepage.
• Create case studies to highlight successful client outcomes.
• Showcase certifications, awards, or partner endorsements.
• Share positive feedback and success stories on social media.

Utilising a specialist agency

Partnering with a specialist professional services SEO agency can be a game-changer for finance companies seeking growth and improved search engine rankings. SEO for finance requires a nuanced approach that balances technical optimisation, content strategy, and local search tactics specific to the financial services industry. A specialist SEO agency brings the technical expertise and industry insights to design and implement a customised plan for finance companies.