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Boost Your Financial Services (or any) Business

Having a solid online presence is crucial for success in the financial services industry because the internet is the first place people go to find information. So having a website that ranks high in search engines is essential. In this article, we'll uncover the untapped potential of financial services SEO and reveal the proven tactics for skyrocketing your website's visibility.

Search engine optimisation (SEO) is the process of optimising your website to rank higher in search engine results pages (SERPs). Financial services SEO involves using specific techniques to improve the online visibility of financial service businesses. This type of SEO can be challenging, as there is much competition in the financial industry, and they must adhere to strict regulations.

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The Importance of Financial Services SEO

In today's digital age, having a robust online presence is essential for any business. The financial services industry is no exception. According to a study by Google, 70% of financial service consumers begin their research process online, and 62% use a search engine. This means having a website that ranks high in search engines is critical to attracting new customers.

However, ranking high in search engines is challenging, especially in the highly competitive financial services industry. To succeed, you need a comprehensive financial services SEO strategy considering the industry's unique challenges.

Tips for Improving Financial Services SEO

Keywords play a crucial role in SEO; using the right ones can help improve your website's visibility. To identify the keywords you should target, consider the products and services you offer and the search terms that potential customers will likely use when looking for them.

Are your potential clients looking for terms like:

  • investment management
  • hedge fund manager
  • investment fund
  • what is value investing
  • value funds
  • investment fund manager
  • discretionary investment management
  • pension fund manager
  • asset management firms
  • asset management company

There are many different types of financial firms, but one of those keywords could apply to you and your website, so choosing the best one for your client profile is essential.

Keyword research tools such as Google Keyword Planner and Ahrefs FREE Keyword planner can help you identify the best keywords to target.

Once you have identified your target keywords, the trick is to incorporate them naturally into your website's content throughout your main service pages, blog posts, landing pages, and product descriptions.

However, it is essential to avoid keyword stuffing, which is the practice of overusing keywords in an attempt to manipulate search engine rankings.

Keyword stuffing is frowned upon by search engines and can result in your website being penalised. We see it a lot with older websites, which means they suffer traffic restrictions because of it. But most of the time, the client is unaware of it.

Create Quality Content

In the world of financial SEO and even financial services marketing, content is king. Creating high-quality content that is informative, engaging, and relevant can help establish your business as an authority in the financial services industry and improve your website's visibility.

To create compelling content, consider your target audience's interests and pain points and create content that addresses these issues.

However, one important thing I should mention is don't create content to try and garner traffic for specific keywords; create precious content that your potential user base will love, as in the end, being known as an authoritative thought leader in the financial industry will pay better dividends than getting lots of traffic to a mediocre piece of content on a mediocre website.

In addition to blog posts, consider creating other types of content, such as infographics, videos, and whitepapers. This type of content is highly shareable and can help attract high-quality backlinks to your website, which is another critical factor in SEO.

Build High-Quality Backlinks

Backlinks are links from other websites that point to your site. The more high-quality backlinks you have, your website will likely rank highly in search engine results pages. To build backlinks, consider creating guest blog posts on other high-authority websites in the financial services industry. You can also participate in online forums and groups and engage with other businesses in your industry to build relationships and explore opportunities for collaboration.

Optimise Your Website for Mobile

More and more people are using mobile devices to browse the internet, which means optimising your website for mobile devices is essential. This involves using responsive design, ensuring your website looks great and is easy to use on any device, including desktop computers, tablets, and smartphones. Additionally, you should optimise your images to ensure they load quickly and reduce page load times as much as possible.

Adhere to Regulatory Requirements

The financial services industry is highly regulated, and ensuring that your website complies with all relevant regulations is essential.

This includes data privacy, marketing, and financial services regulations. Failing to comply with these regulations can result in severe consequences, including fines and legal action.

To ensure compliance, you should work closely with your legal team and stay up-to-date with any changes to relevant regulations. It is also a good idea to review your website regularly to ensure that all information is accurate and up-to-date and that there are no regulatory violations.


Search engine optimisation is critical to the success of any business in today's digital age, and the financial services industry is no exception. By implementing the tips outlined in this article, you can improve your website's visibility, attract new customers, and establish your business as a leader in the financial services industry.

Remember that SEO is a long-term strategy that requires patience and persistence, but the results are well worth the effort. By creating high-quality content, building high-quality backlinks, and adhering to regulatory requirements, you can create a powerful online presence that drives business growth and success.

Shane McEvoy is a seasoned SEO and inbound marketing expert with nearly 30 years of experience in advertising. He established Flycast Media, a specialist B2B digital agency, and is a published author of two well-received guides while contributing to several industry publications - read his complete profile here.

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