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SEO for Financial Services


If you're looking for a freelance SEO consultant who specialises in SEO for financial services, you're in the right place!

Search Engine Optimisation, better known as SEO, is the ongoing process of optimising your website for Google and other search engines to improve your rankings, increase web traffic and generate more leads.

As a freelance SEO consultant, I use proven methodologies to enhance your online visibility, accelerate organic growth and attract your ideal customers. My experience, not only in financial services SEO, but also in content creation and copywriting, enables me to deliver comprehensive SEO consultancy services, from research and analysis, to implementation and ongoing optimisation.

Financial services is my area of expertise and so I typically deliver SEO for financial services and fintech firms based in and around London and Kent. Although, as an SEO expert, I can apply my skills to other types of professional services firms across the UK.

Financial Services SEO

As a freelance SEO consultant, I have the knowledge and expertise to accelerate your organic growth strategy and demonstrate measurable results. My SEO services include:

SEO Audit

Competitor Analysis

Keyword Research and SEO Strategy

SEO-optimised content and copywriting

Performance monitoring and optimisation

Monthly reports and observations



What is SEO?

SEO marketing is a cost-effective lead generation strategy that drives free website traffic. Importantly, a well-defined and highly-targeted financial services SEO strategy can attract the right people at the right time who are in the market, ready to buy. SEO naturally lends itself to attracting better qualified leads who are more likely to convert because they are actively searching for your product or service.

This approach underpins inbound marketing – a methodology that uses techniques to pull your ideal customers to you, rather than pushing your message out to the masses. By working with a freelance SEO consultant, you can leverage SEO for financial services to increase conversions at a much lower cost per acquisition compared with most other digital marketing channels.

There are several SEO techniques to consider, although the three main categories are on-page, off-page and technical SEO.

On-page SEO Strategy

On-page SEO optimisation includes everything that your visitors see when they land on your site. Google’s sophisticated algorithms analyse your page to determine the quality of your content and the value it brings to an audience. For example, how well your content solves a problem or answers a question that a user is searching for. Google’s comprehensive SEO guidelines outline a multitude of factors that contribute to your on-page SEO including:

  • The length of your sentences, paragraphs and the overall page length
  • Choice of keywords and keyword density
  • Placement of keywords
  • Sentence structure
  • Use of active voice, which is preferred over passive voice
  • Use of transitional words and phrases
  • Formatting, including the use of subheadings and bullet points
  • Alt tags for images
  • Internal link building
  • The length of your URL

These are just a handful of on-page SEO factors to consider and build into your SEO strategy. Although, bear in mind that Google’s algorithms and requirements continually change and evolve over time. If you require SEO for financial services, you're in the right place!

Off-page SEO Strategy

Off-page SEO optimisation includes all online assets that point to your website such as directory listings and press coverage. Link building is the foundation of off-page SEO strategies. The primary objective is to obtain high-quality links from reputable websites that have high domain authority, for example the Financial Times or fintech publications. This shows Google that your website contains valuable content and is of interest to industry peers and potential customers.

Off-page financial services SEO is typically more difficult to implement because you have less control over the strategy and the outcome. It is incredibly difficult to acquire high-quality backlinks and to do so at scale. However, there are some SEO techniques that you can implement to boost your search engine rankings, these include:

  • Directory listings
  • Press coverage that contains a link back to your website
  • Guest blogging (finextra is ideal for fintech and financial services SEO)
  • Google My Business listing
  • Social media content and social signals
  • Publish articles on websites like Medium, Reddit and LinkedIn
  • Contribute to relevant forums like Quora

Technical SEO Audit

Technical SEO is concerned with factors relating to your on-page SEO, but rather than the content you can see, it’s about what goes on behind the scenes. For example, how Google views and indexes your page, whether you have any broken links and if your website is secure using HTTPS. Other technical SEO factors include:


  • Page load speed
  • Responsive design that adapts to mobile, tablet and other devices
  • Providing Google with access to a detailed sitemap
  • The size and format of your image files
  • URL redirects
  • Identifying and fixing crawl errors

  • Page load speed
  • Responsive design that adapts to mobile, tablet and other devices
  • Providing Google with access to a detailed sitemap
  • The size and format of your image files
  • URL redirects
  • Identifying and fixing crawl errors

And the list goes on! The good news is that carrying out a technical SEO audit isn’t as difficult as it may seem. There are plenty of free online SEO tools to use such as HubSpot’s website grader which provides a checklist of technical SEO suggestions tailored to your website.



How Does SEO Work?

SEO is not a one-off marketing campaign. It is an investment in your long-term online presence and lead generation capabilities. Once SEO has been implemented, it will deliver long-lasting benefits and your website will become an invaluable asset that generates consistent results time and again.

SEO is not a question of how long it takes to appear on page one of Google. It’s about consistently dominating the search results within your financial services niche and building on those foundations. After all, if you successfully gain a place on page one for a handful of your target keywords, why stop there? SEO for financial services requires ongoing commitment and optimisation, otherwise your rankings will begin to fall.