SEO for Financial Services & Products - Complete 2025 Guide

Are you struggling to get your financial services or product business noticed online?

If you offer excellent services but have trouble reaching the right audience, boosting your search ranking can make a big difference.

Even though it may seem like a complex and overwhelming task, with carefully planned SEO strategies, you can attract the right clients and establish your business as a trusted authority in the financial industry.

In this article, we’ll cover proven SEO strategies for Financial Services and Products to help you stay ahead of the competition. 

Let’s get started!

What is SEO for Financial Services?

SEO for financial services focuses on increasing your company's visibility on search engines without relying on paid ads.

This strategy, if executed properly, can help your financial business attract more clients by ensuring your website appears in search results for relevant keywords.

Common SEO Challenges in the Financial Industry

The financial services industry faces unique SEO challenges that make ranking high in search results more difficult than in other sectors. Let’s break them down:

1. Intense Competition

The financial industry, especially Fintech, is growing rapidly, with more startups and software-as-a-service (SaaS) providers entering the market daily.

In fact, as of January 2025, there are approximately 5,790 FinTech SaaS companies operating globally.

This increasing fragmentation means standing out in search results is tougher than ever.

2. SEO as a Key Lead Generation Strategy

SEO has become one of the most effective ways to generate high-quality B2B leads, and as a result, more businesses are investing heavily in their SEO efforts.

A report from HubSpot indicates that 69% of companies invested in SEO in the previous year.

This growing competition means that companies that want to attract leads through organic search must put in extra effort to optimize their content and stay ahead of the competition.

3. Complex Topics

Financial decisions, like choosing the right investment strategy or selecting an insurance plan, are often complicated and stressful.

That’s why financial content must go beyond surface-level explanations. If your content isn’t both informative and accessible, it won’t resonate with your audience.

4. Higher content quality standards

Google holds financial content to higher standards under its "Your Money or Your Life" (YMYL) guidelines.

Any content that impacts a person’s finances, health, or overall well-being must be highly accurate, trustworthy, and well-researched.

For example, making a poor decision based on misleading financial advice is far more serious than buying the wrong brand of coffee.

Because of this, Google prioritizes only the most authoritative and credible content in search rankings.

To prevent these mistakes from happening and to build SEO the right way, we’ve covered 6 actionable strategies that will help you put this into practice.

6 Proven SEO Strategies to Boost Your Financial Services

1. Conduct Keyword Research

Keyword research helps you discover the exact terms potential clients use when looking for financial products and advice.

These searches can range from informational (“What is APR on a credit card?”) to transactional (“Apply for a small business loan”).

Here is how to do it:

Brainstorm and Use SEO Tools

Start by listing broad financial topics relevant to your business. For example, an insurance company might note down keywords like:

• Auto insurance
• Life insurance
• Small business insurance 
• Insurance rates

Next, use SEO tools like Google Keyword Planner, Semrush, and Ahrefs to expand your list.

These tools show how frequently each keyword is searched monthly and how competitive it is, helping you find high-value keywords with the best ranking potential.

Here is how to use Google Keyword Planner in 3 easy steps:

🔷 Step 1: To begin, log in to Google Ads and navigate to "Keyword Planner" under "Tools and Settings."

🔷 Step 2: Once inside, click on "Discover new keywords" and enter relevant terms related to your niche. You can refine your search by setting location and language preferences before clicking "Get results."

🔷 Step 3: The results will include various statistics to help you choose the best keywords:

• Monthly searches – Shows how often a keyword is searched.
• Competition level – Indicates how hard it is to rank for the keyword.
• Trend growth – Reveals whether interest is increasing or declining.
• YoY & Monthly change – Helps identify seasonal trends or sudden shifts in interest.

Understand Search Intent

Not all keywords mean the same thing. Consider these two searches:

• Best credit cards – Likely someone researching new credit card options.
• Credit card login – Likely someone trying to access their existing account.

Even though both contain “credit card,” the intent behind them is completely different. Aligning your content with what users need will help you improve rankings and user satisfaction.

Assess Keyword Difficulty

A new personal finance blog might struggle with a broad term like “mortgage,” but a more specific phrase like “first-time mortgage tips in [your city]” is much easier to target.

In fact, 91.8% of searches include long-tail keywords, reflecting user preference for specific and detailed queries.

Check keyword search volume (how often it’s searched) and difficulty (how hard it is to rank). High-volume keywords can bring more traffic, but they also have more competition. A balanced mix of short-tail (broad) and long-tail (specific) keywords is the best strategy.

📌 Note

Keep in mind that keyword difficulty is not a highly reliable metric, as it varies significantly depending on the tool used.

In addition to checking difficulty scores within a tool, it’s essential to conduct a manual analysis to assess the potential for ranking with a given keyword.

Organize and Prioritize Your Keywords

Keeping your keyword list structured makes content planning easier. Group them by themes such as:

• Mortgages
• Credit cards
• Personal loans
• Student loans

This organization helps you create targeted pages for different topics, ensuring your website covers what potential clients are searching for.

💡 Note

Here is the list of top financial service keywords in 2025:

2. Create Content That Matches E-E-A-T Standards

In the financial industry, high-quality content must prioritize clarity, accuracy, and regulatory compliance.

To establish credibility and authority, your articles, blogs, and landing pages must be well-researched, comprehensive, and fact-checked by qualified professionals.

To match EEAT standard, you need to:

🟢 Provide clear explanations – Financial jargon can be confusing, and many industry terms, such as APR, AUM, and CAGR, are not immediately clear.

Explaining them in simple language helps prevent users' frustration. To improve readability:

• Use short paragraphs
• Include bullet points
• Provide real-world examples

🟢 Showcase your credentials – Sharing the names, qualifications, and backgrounds of authors of your content helps establish credibility.

A "retirement planning tips" article written by a certified financial planner (CFP) carries more credibility than an anonymous post, and Google’s E-E-A-T guidelines favor content reviewed by recognized experts.

🟢 Use references and data – Support your financial advice with reliable data by citing trustworthy sources like government websites, reputable financial institutions, and scholarly research.

Adding links, charts, graphs, or calculators enhances credibility, improves clarity, and helps Google recognize your content as well-researched.

📌 Note

A great example of a company successfully applying E-E-A-T principles is Mollie.

They prioritize transparency by providing clear, well-structured guides and interactive tools, like payment calculators and real-world case studies, making it easier for users to understand and navigate their services.

3. Optimize Pages for Maximum SEO Impact

On-page SEO helps both search engines and users understand your website. By optimizing key elements, you improve your page’s relevance and provide a great user experience.

1. Use Keywords Naturally

Place your target keywords in important areas like the headline (H1), subheadings (H2, H3), and main content.

Include them in metadata, such as title tags and meta descriptions.

However, avoid keyword stuffing, as your content should sound natural and be easy to read. 

2. Keep URLs Simple and Descriptive

A clean, descriptive URL makes it easier for users and search engines to understand your page. Instead of a confusing string of numbers, use a structure like:

✅ yourwebsite.com/mortgages/home-loan-tips

❌ yourwebsite.com/page12345

📌 Note

When creating URLs, avoid using unnecessary characters, numbers, or redundant words. A well-structured URL should be clean, readable, and relevant to the page content.

3. Add Internal Links

Pages with more internal links tend to receive more search traffic.

In fact, URLs with 40 to 44 internal links receive approximately four times the traffic compared to those with only 0 to 4 internal links.

Ensure links are contextually relevant and placed naturally within the content.

For example, an article on “investment strategies for beginners” might link to “introduction to stocks” or “how to build an emergency fund.”

4. Use Schema Markup

While schema markup doesn’t directly boost rankings in Google’s algorithm, it helps search engines understand your content better.

For financial content, implementing FAQ schema or local business markup can highlight key details like interest rates, business addresses, or contact information.

4. Perform Technical SEO Audit

Technical SEO focuses on the behind-the-scenes factors that make your website easy for search engines to crawl, index, and rank.

Even the best-written content won’t perform well if search engines struggle to access and understand it.

Here’s a step-by-step guide to optimizing your site’s technical SEO:

1. Make Sure Your Pages Can Be Crawled & Indexed

Search engines need to access and index your pages to rank them. Tools like Google Search Console can help you spot issues, such as:

• Pages blocked by your robots.txt file.
• Pages mistakenly tagged with noindex, preventing them from appearing in search results.

2. Optimize for Core Web Vitals

Google’s Core Web Vitals (LCP, FID, CLS) measure key factors like page speed and visual stability.

If your site loads slowly or shifts unexpectedly while loading, it can frustrate users and hurt your rankings. Improve performance by:

• Compressing images.
• Reducing unnecessary scripts.
• Using caching to speed up loading times.

The Core Web Vitals report in Google Search Console provides a clear snapshot of real user experiences on your site.

It groups pages with similar performance issues, making it easier to identify and fix them efficiently.

To access the report, simply log in to Google Search Console, navigate to "Core Web Vitals" in the menu, and review your URLs.

They’ll be categorized as “Poor,” “Needs Improvement,” or “Good” for both mobile and desktop.

3. Secure Your Site with HTTPS

Google warns users about non-HTTPS sites, which can make visitors hesitant to trust your website. HTTPS encrypts data, keeping information secure.

Search engines also prioritize secure websites in rankings, so if you haven’t switched to HTTPS yet, it’s a must-do for both security and SEO.

Here is how you can do it in 5 steps:

4. Ensure a Mobile-Friendly Experience

With so many users browsing on mobile devices, your site must be mobile-friendly. Use Google’s Mobile-Friendly Test to check for:

• Poor text readability
• Unclickable buttons
• Layout issues on smaller screens

5. Boost Visibility With Local SEO for Financial Businesses

If you run a financial service business with a physical location or serve a specific area, local SEO is a must.

Ranking in specific local searches for terms like “payment processor in [country]” or “company registration in [dubai]” can help attract new clients, as over 75% of local searches convert into leads.

Wise is a great example of how local SEO can significantly enhance a financial service’s online presence.

Their strategy is carefully tailored to each market, ensuring users find content that’s most relevant to their location.

Let's check key strategies wise uses:

🟢 Country-specific subfolders – Wise organizes its website using subfolders like:

• wise.com/us/
• wise.com/uk/

This helps search engines understand the geographic focus of each page, boosting local rankings and ensuring users see location-specific content.

🟢 Hreflang tags for language optimization – To enhance accessibility and user experience, Wise implements hreflang tags, which serve users the correct language version of the site based on their location.

🟢 Accurate and culturally appropriate translations – Localization is more than just translating words. Wise uses professional translators to ensure financial terminology is correct and culturally relevant. This helps:

• Build trust with international users.
• Improve rankings for highly relevant local keywords.

🟢 Localized content creation – Wise goes beyond basic translation by producing region-specific content, including:

• Blog posts tailored to local financial topics.
• FAQs addressing country-specific concerns.
• Guides on regulations and consumer preferences.

🟢 Wise calculators – Wise provides currency conversion and fee calculators specific to each country. These tools allow users to:

• See real-time exchange rates and transfer fees for their location.
• Compare Wise’s pricing with traditional banks and competitors
• Make informed decisions based on local costs and conversion rates

Creating calculator pages is easy and brings numerous benefits, such as attracting more leads, providing valuable cost comparisons, and serving as a powerful acquisition tool.

🟢 Backlink acquisition from local sources

Earning backlinks from reputable local websites enhances Wise’s authority in each region. Building relationships with trusted local publications and websites increases visibility and strengthens Wise’s presence in competitive markets.

6. Build Backlinks and Online Authority

Websites with strong authority tend to rank higher in search results, and getting links from reputable financial sites can boost your content’s credibility.

A recent survey shows that the #1 results have an average of 3.8x more backlinks than the results rankings #2-#10.

Additionally, prominent finance publications, local newspapers, or industry trade journals can provide valuable backlinks that help your site climb higher in SERPs.

To earn high-quality backlinks, you should:

🟢 Create valuable content –  Unique research, interactive tools, and well-designed resources, like a home value estimator or personal finance budget calculator, can earn consistent links from journalists, bloggers, and industry professionals.

🟢 Leverage digital PR – Building relationships with finance writers, journalists, and influencers can help you gain valuable coverage.

A well-timed press release about a new product, a company milestone, or an industry trend can earn links from news outlets and finance blogs.

🟢 Fix broken links – If you find a website linking to a dead page related to your niche, such as outdated mortgage tips, you can offer them your up-to-date guide as a replacement. 

This not only helps them fix a broken link and provide more value to their readers but also earns you a new backlink in the process.

🟢 Keep your backlink profile clean – Regularly monitor your backlink profile to spot and remove spammy or low-quality links that could harm your site’s reputation.

Tools like Google Search Console, Semrush Backlink Audit and Ahrefs Backlink Checker can help you track and disavow harmful links.

💡 Pro Tip

To efficiently generate backlinks and connect with journalists, consider using platforms like ProfNet, Featured, and Qwoted.

These services facilitate direct interactions with media professionals, enhancing your online authority through high-quality backlinks.

Common Mistakes to Avoid

Errors in SEO strategy can prevent your site from unlocking its full potential. Here are common pitfalls finance companies should watch out for:

• Duplicating content – Copying content from other financial sites or reusing your own material across multiple pages without significant variation can trigger issues with search engines.
• Ignoring mobile optimization – A non-responsive site alienates mobile users and can lower your rankings.
• Poor-quality pages – Publishing incomplete or generic content decreases credibility, especially in YMYL niches.
• Lack of compliance –  Overlooking legal disclosures or disclaimers can lead to penalties, not just in search results but also from regulatory bodies.
• Forgetting user experience – Keywords help search engines discover your content, but a clunky interface, slow load speeds, or intrusive pop-ups can drive users away.

Conclusion

Mastering SEO for financial services and products is a long journey, but a rewarding one.

From creating high-quality content and following Google’s E-E-A-T standards to building strong backlinks and optimizing technical SEO, every step brings you closer to better visibility and more clients.

At Omnius, we specialize in SaaS & Fintech, and if you need expert guidance to navigate the complexities of SEO, we can help you every step of the way!

Book a free 30-minute call to explore how our expert SEO strategies can boost your financial services business and enhance your online visibility!