Prosperity Media's FinTech SEO agency

FinTech SEO: Proven Strategies To Grow Organically

To find out more about a custom FinTech SEO strategy for your business, send our SEO team a message

There are some key differences in fintech SEO.

To deliver high-quality leads that your website needs, you have to do a lot more than most.

This means that you need to go beyond traditional SEO and build a fintech marketing strategy.

Having worked in SEO for over a decade we’ve seen this first-hand.

In this post, we’ll share everything we’ve learned to get fintech businesses like yours to the top of search engines.

If you want to use that experience for your business, you can send us a message here.

How is Fintech SEO Different to Traditional SEO?

Content related to financial services is one of the most competitive niches on search engines.

Couple this with regulations and compliance requirements and it’s easy to see why fintech companies struggle with their SEO.

If you don’t get these things right, you’ll be hurting the reach of your website irrespective of how good your content might be.

However, if you get them right, then your website can generate a steady stream of organic leads 24/7.

What is E-E-A-T?

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a crucial concept in fintech SEO.

While it may not be a direct ranking factor, Google has stated in their Search Quality Rater Guidelines that they want to see financial content adhere to these principles.

This ensures that Google is only showing content to their users that they can trust.


The first part of the acronym is experience.

Google likes to see that your website has experience with the topics you’re talking about.

This comes in the form of unique content that typically demonstrates professional insight or first-hand experience.


Content for fintech companies should showcase that it features topical expertise.

Publishers need to possess the necessary knowledge, qualifications, and credentials required to provide reliable information.

A fintech website should have author bios that highlight the qualifications and industry experience of the people creating the content.

If you can’t get experts to write the content, then you can have an expert review the content.

Take a look at this article from Investopedia.

Good Fintech SEO content

More information about all the content contributors can be found by clicking their names.

Creating an About Us page that details qualifications and experiences is another factor that sites in the fintech space should implement.

Your overall reputation among experts and influencers in your niche greatly influences how Google perceives your website’s authority.

It’s crucial to establish yourself as a leader within the industry so that people look up to you as a reliable source of information.


Implementing the features that we’ve already talked about, should help to build your authoritativeness.

However, to really be seen as an authoritative presence your business needs other people in the industry to give it the stamp of approval.

The best way to do this is to receive backlinks and mentions from other reputable sources.

This will build your website’s domain authority in the eyes of Google and help your content rank better and faster.

It also has the secondary benefit of bringing organic traffic to your website.


Build trust by citing trustworthy sources where necessary and avoid hiding valuable information behind excessive advertisements or other barriers.

Also, the security of your site should be up to date, especially on any payment pages.

To provide more peace of mind for consumers and Google make sure your business is easily contactable with a contact page.

Ask yourself if you would trust buying a product or service from your website.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."



Your Money or Your Life (YMYL) topics include anything relating to financial stability and other topics that could harm someone if they followed bad advice. 

These topics, such as finance, require a higher level of expertise, professionalism, and attention to detail in order to provide accurate and trustworthy information to your target audience.

Improve your website’s visibility and credibility by prioritising the quality and accuracy of your content on YMYL topics that impact readers’ well-being and safety.

To do this, you need to follow the E-E-A-T principles we laid out earlier and what’s in Google’s Search Quality Rater Guidelines. 

Schema Markup

Schema markup is a set of code that you add to your web pages to provide search engines with specific information about the content on those pages. 

By using schema markup, you can help search engines understand the context of your content and display it in a more visually appealing way on the search engine results page (SERP).

Implementing schema markup can address technical aspects that may be hindering your fintech business’s visibility in organic search results. 

It helps Google identify key elements such as organisation details, site links search box, breadcrumb navigation, and frequently asked questions (FAQs) within your website.

These markers not only improve Google’s understanding of your web pages but also increase the chances of displaying rich search results that catch users’ attention.

Additionally, by incorporating article schema into your finance-related content, you can unlock enhanced features like carousels, visual stories, and richer result features on SERPs.

If you’re not code-savvy, hiring a developer or an SEO agency is best. 

Get in touch with us if you want help with your schema and more advanced technical SEO features such as this. 

Regularly Updated Content

Google’s search engine algorithms favour fresh content, making it essential to consistently provide valuable information to your readers.

By monitoring content and ensuring it remains relevant, you not only help your own search engine optimization and rankings but also cater to the search intent of your audience.

When users search for financial topics, they’re looking for current information that reflects the ever-changing landscape of this field.

Keeping your content up-to-date allows you to adapt to market shifts, regulatory changes, and new trends within the fintech sector. 

This attention to detail enhances your overall content strategy and solidifies your position in digital marketing channels as a go-to resource for financial insights.

To address this you should dedicate a part of your content marketing to regularly review old content and update it where necessary. 

This isn’t important for evergreen, informational content but any kind of commercial content likely needs to be monitored. 

Even if no changes are needed, displaying that you’ve reviewed the content is a good practice to have. 

Link Building

In the highly competitive world of fintech, gaining backlinks is an uphill battle due to the commercial associations commonly observed among brands. 

Other websites are cautious about linking to financial services as it can be seen as an endorsement or partnership, which they may not want to engage in.

As a fintech company looking to improve your SEO campaign and boost organic search results, you need to get creative and develop outstanding content that naturally attracts links.

We’ll go into more detail about how we’ve done this successfully for clients in the strategy section. 

But you should understand that it’s likely your fintech company will need a different link-building strategy than most other companies. 

Fintech SEO Strategy

When it comes to developing a Fintech SEO strategy, there are four key points you need to consider:

  1. Conduct keyword research to identify the most relevant and high-value terms for your industry.
  2. Next, create topic clusters that revolve around these keywords to establish your expertise in specific areas.
  3. Then, focus on building high-quality backlinks from reputable sources to improve your website’s authority and visibility.
  4. Lastly, optimize your website’s technical aspects such as site speed, mobile-friendliness, and crawlability.

Topic Clusters

Topic clusters group relevant content together to help search engines understand the structure and relevance of your content. 

It does this by allowing SEO ‘link juice’ to flow from supporting pages to pillar pages, and even the homepage. 

This in turn can boost organic traffic and help users of your site find more of your content. 

To create topic clusters, you first need to find your pillar pages.

Pillar pages typically refer to pages that are more commercially focused and have a higher search volume. 

Use an SEO tool such as Ahrefs to identify the primary, broader keywords that’ll serve as the main topics for your pillar pages. 

From there, develop a list of related questions and long-tail keywords that people may search for when looking for information on this subject. 

Each of these subtopics represents one blog post and will become the basis for your cluster content, which are known as supporting pages. 

You also create a content hub that organizes related subtopics and supports your expertise in the specific subject area of fintech SEO.

When creating these cluster pieces, it’s important to incorporate on-page SEO techniques to optimize them for search engines. 

This includes using relevant keywords in headings, meta descriptions, and throughout the content itself.

Keyword Research

In a competitive niche like finance, long-tail keywords will be where the most opportunity lies. 

Additionally, understanding the search intent behind users’ queries is crucial. 

By knowing what they’re looking for and how they ask their questions, you can create content that directly addresses their needs.

Remember that competition within the FinTech industry is fierce. 

It’s important to not only focus on niche fintech keywords but also consider common finance keywords that align with your target audience’s interests.

Link Building & Digital PR

As we mentioned before, large-scale link-building is likely to be ineffective for fintech.

To get the high-quality links that are necessary to move the needle, more of a sniper approach should be taken. 

Try to craft personal outreach messages that speak to specific companies, or ideally, individuals at the company. 

Look at link building as a collaboration; make the exchange mutually beneficial to both parties. 

If possible make it about more than just links, think webinars, social media and newsletter promotion. 

By writing a high-quality guest post for a reputable finance website, you not only gain backlinks but also attract qualified traffic to your own site.

The Best Link Building Strategy for Fintech

The best link building strategy for fintech businesses is digital PR. 

We’ve seen great results when our agency has run digital PR campaigns for clients. 

Fintech link building

This involves creating a content marketing asset that the target audience of our client’s brand will find interesting or useful. 

We research and design the asset and when it goes live we start an outreach campaign to secure high-quality links. 

As you can see, the results are pretty impressive and it gathered some very high authority backlinks. 

We recommend doing the same for your fintech business, or you can send us a message if you want some help with it. 

Technical SEO

At a minimum, a fintech website should have the following elements running smoothly.

Proper sitemaps, URL canonicalization, meta-robot commands, and accurate robots.txt files. 

This allows search engine bots to easily crawl and index your site. 

If something fails then it slows your site down or maybe even penalises it. 

All of these things can be discovered with a site audit using tools such as Screaming Frog or Sitebulb. 

We know from the Google Core Web Vitals update, that the speed of a website is very important. 

This update quantifies a website’s speed and UX as compared to its competitors. 

If your site is lacking behind your competitors, then you need to implement a strategy to fix it. 

Technical SEO becomes more and more important as the size of your business grows. 

More pages, features, and links, not to mention updates to search engine algorithms. 

When we run a full SEO audit it includes a 100-point checklist to analyse every facet of a website. 

To get the most out of technical SEO, consider doing something similar for your website. 

Or reach out to us if you want some help. 

Competitor Analysis

Google has thousands of ranking factors and they don’t reveal what they are. 

So the next best thing is to find out what’s working already and use it to your advantage. 

This is the basis of competitor analysis and can help you to outrank and better your competitor’s websites.

By analysing leading websites, you’ll be surprised by how often we find target keywords that our clients aren’t targeting. 

And it doesn’t just work for keywords.

Competitor analysis also allows you to examine the overall SEO strategies employed by your competitors. 

By understanding which tactics are working for them and which ones are not, you can make informed decisions about what approaches to take or avoid.

For example, a competitor might be leveraging backlinks effectively but neglecting technical website health.

This gives you a list of sites that you can outreach for backlinks and also an opportunity to better their core web vitals. 

Full Funnel Marketing & B2B Fintech

While SEO is incredibly important, your website shouldn’t just strive to be loved by an algorithm. 

SEO should be used in a more holistic way that seeks to benefit your whole marketing funnel. 

Forgetting about this can leave you with a whole load of traffic at the top of your funnel, but a lacklustre response further down. 

Failing to convert MQLs into SQLs wastes all the hard work you put into SEO in the first place. 

This is especially true for B2B companies where the sales cycle tends to be longer. 

So what do you need to do?

You need to map out your marketing funnel and establish a solid SEO strategy for each stage. 

This will ensure your creating a truly successful SEO strategy that converts organic traffic into leads and conversions. 

Top of the Funnel

Start by creating top-of-the-funnel content that addresses the questions and concerns your potential customers may have.

This is the awareness stage of their buyer’s journey. 

Effective SEO strategies for top-of-the-funnel content should focus on lead generation. 

Conduct thorough keyword research to identify relevant long-tailed phrases that your target audience may be searching for. 

Your goal is to capture the attention of potential customers who may not yet be aware of your product or service but have a need or problem that you can solve.

To achieve this, consider creating informative blog posts, videos, or social media content that addresses common questions.

SEO tools and sites like Quora, Reddit, and Answer the Public can provide inspiration for topics and help you understand what questions people are asking related to your niche.

From this, you can attract and engage a larger audience who’ll then move further down the conversion funnel towards making a purchase decision.

Middle of the Funnel

At this stage of the customer journey, lead nurturing becomes crucial to keep potential customers engaged and interested.

By delivering targeted and personalised content that addresses their specific needs and pain points, you can build trust and credibility with your audience.

This is also where you want to start converting traffic into MQLs. To do this you’ll need lead magnets that gather email addresses. 

You can incorporate free downloadables and tools into your content marketing strategy. 

Things like checklists or a type of financial services calculator, for example. 

You may even find that creating these resources is an effective SEO strategy in itself.  

Tailoring your messaging and offering relevant resources based on individual preferences or behaviours can enhance engagement levels significantly.

This not only saves time but also ensures that each touchpoint is meaningful and contributes to moving prospects closer to conversion.

Bottom of the Funnel

As potential customers consider making a purchase, they’re looking for reassurance and validation that your product or service is the right choice.

This is where video testimonials and case studies can play a crucial role in boosting your conversion rate. 

By showcasing real people who’ve had positive experiences with your fintech solution, you can build trust and credibility with your audience. 

These videos provide social proof and demonstrate the value of your offering, helping to alleviate any doubts or concerns potential customers may have.

In addition to video testimonials, case studies are another powerful tool at the bottom of the sales funnel. 

Case studies provide concrete evidence of the benefits and ROI that can be achieved by choosing your product or service. 

There may also be some search engine traffic associated with certain case study keywords. 

Remember that Google and consumers like hearing first-hand experience so this can be a valuable tactic for companies in the fintech space. 

Things to Remember

When it comes to optimizing your fintech website for search engines, there are a few key points you need to keep in mind.

Low Search Volume isn’t Always Bad

Remember, it’s not just about driving as much traffic as possible.

It’s about attracting the right kind of traffic that’s most likely to convert into valuable customers or clients for your business.

To truly maximize your fintech SEO strategy, you need to target low-search volume, high-intent keywords that have the potential to drive meaningful traffic to your website. 

Long tail keywords play a key role in this strategy as they’re less competitive and more specific to what users are searching for. 

These longer, more specific phrases allow you to capture the attention of users who’re further along in their buying journey and have a higher likelihood of converting.

While these keywords may not bring in large volumes of traffic individually, they have the potential to attract highly qualified leads who’re actively seeking out your product or service. 

Distributing Content

Not all of your SEO content is going to rank top of search engine results pages. 

That’s ok, all you need is a few successful pages to see great results. 

However, by effectively promoting content it can breathe life into something that otherwise would have been lost to the void. 

To start, develop a comprehensive content strategy that includes not only the creation of valuable and informative content but also a clear plan for its promotion. 

This involves leveraging various channels such as social media platforms, email marketing, influencer partnerships, and SEO optimization.

Social media promotion allows you to tap into a vast audience base and engage with your target market directly. 

By treating social media as a social platform rather than just a promotional tool, you can build genuine connections with your audience.

Building strong relationships with influencers can help amplify your content’s reach by leveraging their existing following and credibility. 

Collaborate on expert interviews or feature them in your blog posts/videos to tap into their expertise.

Remember that building influencer partnerships is a two-way street; be sure to give as much as you receive by promoting their content as well.

Another effective distribution method is email marketing. 

Building an email list allows you to have direct access to interested individuals who have already shown an interest in what you offer. 

Craft engaging newsletters that provide extra value beyond sales pitches, focusing on consistency and avoiding overly promotional language.

Write For Your Audience

Understand your audience’s needs and preferences to create content that speaks to them. 

For example, a B2B fintech company targeting senior executives should speak the same language as those executives. 

This is why it’s important to hire high-quality, experienced writers if you can. Or at least have someone from your team review the content. 

To do more audience research you can utilise Google Analytics to find out the demographic of your readers. 

Where possible, you can also survey your audience to really find out more about them. 

Create buyer personas to gain insights into their pain points, challenges, and interests. 

By understanding their specific needs, you can develop content that’s appropriate for your audience and therefore more likely to convert. 

Proof over promises.
See our results

102 pieces of online coverage

+19,500 Increase in Organic Traffic

+900% Return on SEO Investment

+9530% ROI Based on Total Revenue from Organic Search Traffic

+100% Return on SEO Investment

271% Growth in organic traffic for Open Agent.

356% Growth in organic traffic over a 3 year period.

268% Increase in Organic Traffic

255% Growth in organic traffic.

44.8% Increase in organic traffic.

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Some common questions and answers our team receives from people looking for help with FinTech SEO: Proven Strategies To Grow Organically.

These questions noted below may assist with picking the right FinTech SEO: Proven Strategies To Grow Organically services provider.

What are the key differences between Fintech SEO and Traditional SEO?

The key differences between fintech SEO and traditional SEO lie in competitiveness, stricter content guidelines, and the need for alternative link building strategies. 

How can Fintech companies optimize their websites for search engines?

To optimize your fintech website for search engines, focus on expert content and building authoritative backlinks. Also ensure that your site is mobile-friendly, as 52% of all website traffic comes from mobile devices. Implement technical SEO techniques like optimizing metadata and improving page load speed to enhance user experience.

Are there any unique challenges or considerations that Fintech companies should be aware of when implementing SEO?

When implementing SEO for fintech companies, it’s important to consider the unique challenges they face. These include regulatory compliance, competition from established financial institutions, and the need to build trust with customers.

What are some best practices for Fintech companies to measure the success of their SEO efforts?

To measure the success of your fintech company’s SEO efforts, track key metrics like organic search traffic, keyword rankings, and conversion rates. Utilise analytics tools to gain insights into user behaviour and make data-driven decisions for continuous improvement.