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SEO for Financial Services


by Rachel Southcott, Marketing & Lead Gen Consultant

by Rachel Southcott, Marketing & Lead Gen Consultant

Financial Services SEO

In my opinion, SEO is one of the most underestimated marketing strategies, especially within the financial sector.

When executed well, SEO can generate long-term sustainable growth and has the potential to propel your business forward in ways that other marketing channels can’t.

In this article we’ll cover:

The phrase ‘search engine optimisation’ (SEO) used to refer exclusively to search engines like Google and Bing. But now, ‘SEO’ applies to lots of platforms including Instagram, TikTok, Facebook and LinkedIn. For the purposes of this article we’ll talk about SEO in terms of Google.

Let’s get started…

What is Financial Services SEO?

SEO for financial services is all about creating high-quality content about financial products that ranks well in Google Search results, ideally on page one among the top 10 results.

By ranking on page one, financial services companies can be discovered for key search queries that are related to the products and services they offer.

For example, if you specialise in mortgages for limited company directors you’ll want your website to appear in search results for queries like:

  • mortgages for limited company directors
  • company director mortgages
  • mortgages for ltd company

The goal of an SEO strategy is to boost your organic visibility to ensure that your website can be found by potential clients.

After all, if you’re not easy to find online, you’ll miss out on enquiries to your competitors.

Why is SEO important for financial services?

When I speak to financial advisers and mortgage brokers they often tell me they’ve never received an enquiry through their website or have received very few.

However, Google is often the first place people turn to when looking for information, products and services.

If Google is the first place people look, and your website is not discoverable, you’re missing out on a goldmine of potential leads.

Another reason why SEO is important, particularly for financial services companies, is to diversify their sources of new business.

Many companies in the financial sector are heavily reliant on just one or two sources of new leads. For example; referrals, introducers or buying leads from lead generation providers.

Their reliance on just one or two lead sources puts them in a risky position. By investing in SEO, financial services companies can:

  • Create a new source of enquiries
  • Create more opportunities for new business
  • Diversify their acquisition channels
  • Reduce business risk and reliance on current lead sources

Let’s look at some other benefits of SEO for financial services…

What are the advantages of investing in SEO for financial services companies?

1. Inbound vs Outbound

SEO is an inbound marketing strategy. That means potential clients find your company through their own efforts.

On the other hand, outbound marketing is when you push your message out to people in the hope that it resonates with the right people at the right time and encourages them to get in touch.

Cold calling, email marketing and social media are all examples of outbound marketing.

Arguably, it’s better to be found by people who are actively looking for the services you offer and are in the market ready to buy. SEO for financial services can help you achieve exactly that!

2. Delivers results time and time again

Unlike other marketing channels, financial services SEO delivers results time and time again.

For example, if you’re running Google Ads, the second you turn the campaigns off you’ll stop driving website traffic and generating leads.

Similarly, if you stop posting on social media you’ll instantly lose visibility among your target audience and the enquiries will dry up pretty much overnight.

However, SEO is a long-term investment. Once you’ve gained a foothold on page one of search results for multiple web pages and numerous queries that are relevant to your business, you’ll see a return on investment for years to come.

The effort versus reward for SEO far outweighs other marketing channels.

You could spend an hour putting one social media post together that is visible for just a few hours, or a few days at most, and then it’s gone. Or, you could spend an hour writing an article that is visible for months and years to come.

When put like that, SEO for financial services is a no-brainer!

3. Cost-effective

A successful SEO strategy is typically more cost-effective than other marketing channels.

One article or one landing page can pay dividends for years to come and, over time, provide a higher return on investment than other channels.

However, when deciding how best to allocate their marketing budget, financial services companies typically look to spend money where they are most likely to see a quick return on investment - and that isn’t SEO.

Instead of focusing on ‘quick wins’, think about planting seeds and building a platform for long-term sustainable growth through financial services SEO.

“Someone's sitting in the shade today because someone planted a tree a long time ago.”

You may be familiar with this quote from Warren Buffett. While Buffett was talking about investing over the long term, this analogy also applies to SEO:

“Someone’s generating organic leads today because someone invested in SEO a while ago.”

It certainly doesn’t take as long to reap the benefits of SEO as it does for a tree to grow, but the idea that you’re planting seeds today for future growth certainly applies.


4. Build trust

Building trust is paramount for financial services professionals.

One way to build authority is by publishing content that demonstrates your knowledge and expertise.

By writing high-quality articles that answer common customer queries you can position your business as an expert in your sector AND boost your SEO.

Likewise, by appearing on page one of search results your business will gain credibility.

So, producing helpful and educational content works both ways -  by building trust you improve your SEO, and by improving your SEO you build trust.

How do you know if your SEO strategy is working?

When you invest in SEO for financial services, Google Search Console will be crucial in understanding how well your SEO strategy is working.

Google Search Console provides performance metrics and insights into:

  • What search queries your website appears for
  • Where in search results your web pages rank
  • How many times your pages appear for each query
  • How much website traffic each search query or web page generates

Here’s an example of what the interface looks like:

Screenshot 2024-02-08 at 12.48.33

And here’s a list showing some of the search queries that my website appears for:

Screenshot 2024-02-08 at 12.49.41

By looking at the data you can determine whether your website is being found for the ‘right’ search queries that are aligned with your business and objectives.

You can also find inspiration for new content ideas based on what search queries have led people to your website and what information they’re looking for.

This is exactly how I help my clients in the financial sector with their SEO strategy. Here’s an example of a client I’ve worked with…

Financial Services SEO Case Study: SN Financial

SN Financial came across my LinkedIn profile and got in touch as they were looking for support with SEO-optimised content.

I put together a solid proposal and felt like I was in with a good chance of securing the contract because:

  • I have great knowledge of financial planning
  • I’ve written lots of content for companies in the financial sector
  • Some of the content I write ranks on page one of Google search results

However, they chose to work with a marketing agency who was also invited to tender and I was gutted!

12 months later they got in touch.

They hadn’t published a single piece of content because the marketing agency didn’t have knowledge of financial services and was struggling to write the articles.

I was over the moon for the chance to work with them and demonstrate what I can do.

I analysed their current SEO performance and presented the information to them. One of the important factors we uncovered in the process was that they were ranking very well for search queries about adverse credit mortgages. This shone a light on why they were getting so many enquiries from people with bad credit. However, this wasn’t the type of business they were looking for.

We discussed who their ideal client is and what type of mortgages and financial planning services they *want* to generate enquiries for.

Using this information I then put together a content strategy and plan around their core business objectives.

Fast forward to now, their website is being discovered at the top of page one of Google search results for their target keywords. Not only does their website appear at the top of page one, it’s a featured snippet!

Here’s a screenshot showing one of the articles I wrote as a featured snippet at the top of page one for the search query ‘equity release divorce’:

financial services seo case study

If these are the kind of results you’re looking for, I can help!

Get started with SEO for financial services

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Hi, I'm Rachel.

I’ve spent the last 10 years building a career in marketing and lead generation for financial and professional services. I’d love to chat with you to learn about your business, discover how I can elevate your marketing strategy and drive more leads.


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