Search engine optimization (SEO) is a complex, constantly evolving field and integral to any financial technology marketing strategy. Long-term attention should be paid to developing off-page SEO tactics and optimizing website content, structure and on-page elements such as titles, meta tags and static texts to increase your brand’s organic visibility, link building, etc. Share in social networks. SEO helps FinTech companies meet the following KPIs:
- Increase website traffic
- Increase brand awareness
- It helps generate leads and sales
A lot of fintech SEO overlaps with normal SEO strategies. However, companies often invest heavily in content strategies that address their target audience’s pain points. It’s not reinventing the wheel, but like any industry, you need to implement strategies and tactics that help you meet the necessary KPIs. It should also be noted that fintech sites are held to high-quality standards as they belong to the YMYL industry.
What does YMYL mean?
YMYL is an acronym for “Your Money or Your Life”. This describes the content that influences decisions about a person’s money and life. Google has a High Page Quality Score standard for companies in the YMYL industry. This is because low-quality or misleading content can have a negative impact. Healthcare, insurance or public finance companies are considered financial technology companies because they are subject to the YMYL quality standards.
Tips for building a Fintech SEO strategy
1. Keywords
Before you optimize your website for specific keywords, you must first determine which keywords are most relevant to your business. This can be done through keyword research, using tools like Google Ads Keyword Planner and Google Trends to identify popular keywords relevant to your business. This is an essential part of any fintech SEO strategy because it sets the direction for the strategy and the success it brings.
2. Create a keyword-targeting map
The next step is to create a keyword targeting map that you can share with your key stakeholders so everyone can see how you’re targeting your keywords throughout the funnel. Group keywords into categories. Each keyword category has a landing page associated with it.
3. Create a content strategy that addresses user pain points
Your fintech SEO strategy should include a top-of-funnel content strategy to address your target audience’s pain points. The purpose of this content is to increase traffic, more importantly, to build trust.
Conduct customer surveys by speaking directly to customers or with members of the Customer Handling Team. Understand who your customers are, their weaknesses, the different ways your product or service can help them, and how you stand out from your competition.
4. Optimize your content
Now that you’ve laid the foundation for SEO success, it’s time to optimize your website. Create thoughtful, structured landing pages that meet user intent while promoting your USP. Optimize your metadata, invest in image SEO, build brand awareness, and create top-notch content that converts visitors into customers. For more information on SEO, my colleague Ben has created an excellent beginner’s guide to SEO.
5. Implementation of the coding scheme
Schema markup is structured data that contains code written in a specific format. Search engines use schemas to understand better the data presented on a web page. This will improve your understanding of the site and prompt you to display a ‘rich’ list of review stars, frequently asked questions, etc.
It is also worth marking the author of the article SameAs. Especially if it’s a famous person listed elsewhere, this ensures that your website meets the high-quality standards of YMYL websites.
6. Promote your content
Good content often ranks on its own and generates more traffic and conversions. However, promoting your content to maximize your reach is always a good idea. Work with your internal team to develop a distribution plan. This often includes social media posts, email marketing and PR campaigns. Try to schedule quarterly to fit into your content production schedule. This allows a regular stream of articles and guides to promote to a growing audience.
7. Build backlinks
Building backlinks is as important as ever. A successful fintech site is based on something other than links, but a strong link acquisition strategy will accelerate your growth. Take the time to build relationships with journalists and reach out to them to see if they’d consider featuring your work or publishing content they’ve recently written.
8. Measure your content
Finally, it’s essential to measure the impact of your work on and off-site to see what works and what doesn’t. Try different approaches and regularly update key stakeholders on your results. If your site has not been popular after a few months, feel free to rebuild or relaunch your pages. The key is always learning and applying what you learn to other areas of your site so you can see exponential growth.
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