Let’s say you’re running a financial services business, and you know your expertise has the potential to help thousands of people. But there’s only one problem— your website is hidden on page three of Google. The culprit? Poor SEO for Financial Services strategy.
And let’s be honest: When was the last time you got to page two? Exactly.
The fact is, ranking on the first page of search engine results pages (SERPs) isn’t just a bragging right. It’s about reaching the right audience at the right moment.
Your potential clients are actively searching for financial guidance, investment tips, or loan options—if you’re not showing up, someone else is.
But here’s the good news: If you have the right SEO for financial services strategy in place, you can rise in those rankings and have your product seen. And no, you don’t need to become an SEO guru to do this.
This guide breaks it down into actionable steps, so let’s get started.
Think of financial services SEO as your online visibility booster. It’s all about making sure your business shows up when potential clients search for things like “best financial advisor near me” or “how to consolidate debt.”
The financial services industry is one of the most competitive. Banks, credit unions, lenders, and investment firms compete for the same market. That said, financial services are also heavily regulated and must build trust with their audience. That’s why SEO in finance is not a “nice to have “—it’s required.
Here’s what goes into a strong SEO strategy for financial services:
A good search engine optimization strategy creates credibility, increases traffic, and aids in turning visitors into customers. Let’s break down exactly how to do it now.
Typically, when people are looking for financial advice, they Google the answer. Your potential clients are out there looking for solutions — whether that’s finding the best credit cards, investments, or debt consolidation!
The question is — will they first find you or competitors?
That’s where SEO (Search Engine Optimization) comes in. It’s not just about ranking higher—it’s about getting in front of the right audience at the right time without relying on expensive ads.
✔ Higher Organic Visibility – With SEO, you work your way onto high-intent keywords like “best personal loans” or “how to invest in ETFs” instead of paying for every click. The more visible you are, → more traffic, → more leads.
✔ Improved Brand Trust- Let’s be honest: People trust Google’s top results. If your site consistently appears in searches, you’re automatically seen as an authority in the financial space.
✔ More Qualified Leads – Unlike social media ads that target a broad audience, SEO attracts people who are actively searching for financial solutions. These are the clients ready to take action.
✔ Long-Term ROI – Unlike paid ads that stop generating traffic the moment you pause them, SEO delivers consistent, long-term results. Think of it as an investment that keeps paying off.
Now, let’s break down exactly how to make your website Google-friendly and climb to the top of search rankings.
The financial services sector belongs to Google’s Your Money, Your Life (YMYL) category, meaning it requires higher trust signals and compliance.
Pro Tip: Include a brief case study of a finance brand that was penalized by SEO due to misinformation or rule infractions.
Checklist for Compliance-Friendly Financial SEO:
SEO is a game-changer for financial services. It helps you rank higher in search results and connect with the right audience.
In this guide, we’ll discuss 7 proven strategies for optimizing your website, boosting visibility, and outshining your competitors. Let’s dive in!
Keyword research is a cornerstone of SEO for financial services. It helps you understand what your target audience is searching for and how to optimize your content accordingly.
To get started, go to Ahrefs’ Keywords Explorer and enter a broad term related to your business.
From there, filter the results by search volume, keyword difficulty, and intent. High-volume keywords have more potential reach, but they often attract more competition.
Higher-volume keywords have more potential reach. But tend to attract more competition from other websites.
This is why you want to look at volume and PKD. This means how difficult it will be for your site to rank in the top 10 for that keyword/phrase in the search listings.
Also, when choosing keywords, consider search intent. Some users are looking for information, others are comparing financial services, and some are ready to act.
Understanding intent helps you create content that meets searchers’ needs. For example:
Search Intent | Example Keywords |
Informational | What is APR on a credit card? |
Commercial | Best investment strategies for retirees |
Transactional | Apply for a personal loan online |
By focusing on the right keywords, your SEO efforts will drive better results.
Now it’s time to create content that is intent and value, based on the keywords you have.
In the Google services sector, where correctness and credibility are crucial, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) model deserves particular attention.
Having financial professionals write or review your content is one way to build credibility. An authority on these indicators, utilizing real-world data, market reports, and case studies, lends it authority.
Take a look at this example.
Additionally, readability matters. The financial services industry often deals with complex topics, so using simple language makes information more accessible.
Here’s how content types align with SEO goals:
Content-Type | SEO Benefit |
Ultimate guides | Establishes authority and attracts backlinks |
Case studies | Builds credibility and improves engagement |
Webinars & video content | Increases dwell time and engagement |
FAQ pages | Targets long-tail keywords and enhances user experience |
Industry trend reports | Positions your site as a thought leader |
Okay, we’ve now that all the basics are out of the way; let’s get down to why on-page SEO matters and how you can use it to improve your pages’ Google rankings.
Consider writing your content to a better-tuned level so search engines (and real people!) can find it.
You’ll what you’ll want to focus on:
Make sure to write a unique meta description for each page.
This summary appears in search results (right below your title) and plays a big role in convincing users to click. So, make it compelling!
Your title tag and meta description match what’s displayed on the search results page. Here are a few more ways to optimize your on-page SEO:
Oh, and one more pro tip: Format your content for featured snippets (the box of text at the top of some search engine results pages), which can drive massive traffic. Here’s how to optimize for them:
List the best types of content for snippets (e.g., “What is APR on a credit card?”).
Table of Common Snippet Queries & Optimization Tips:
Search Query | Optimization Tip |
What is a mortgage APR? | Provide a short definition + example |
How to consolidate debt? | Use bullet points for key steps |
No matter how amazing your content is, it won’t rank well if your website has technical issues. A technical SEO audit helps you find (and fix) the stuff that could be secretly holding your rankings back.
With Audit tools such as Google’s Page Speed Insights, you can easily check for:
Once your scan is complete, head over to the PageSpeed Insights report, where Google categorizes issues into:
Each issue includes a brief explanation and suggested fixes. Some are quick DIY fixes, but for more technical optimizations, you might need a developer’s help.
After making improvements, run the test again to track progress. Ideally, you’ll see higher scores and a faster website!
For example, if your current Performance Score is 66%, there’s room for improvement. The goal? Optimize your site for better rankings, faster load times, and an improved user experience.
If your business serves a specific area, local SEO is a must—because when people search for something like “best lender near me,” Google pulls up a map with local businesses listed first. If you’re not optimized, you’re missing out on potential clients!
Something like this:
So, how do you make sure your business shows up? Start with Google Business Profile (GBP).
But don’t stop there! Get listed on directories like Yelp, BBB, and local business sites. The more places you show up, the more Google trusts your business.
And here’s a pro tip: Make sure your info is consistent everywhere. If your address or phone number varies across sites, it can hurt your rankings.
In Leyman’s terms, If reputable sites link to your content, Google sees your website as trustworthy and authoritative, which can help boost your rankings.
getting quality backlinks in the finance world isn’t as simple as sending out a few emails and hoping for the best. Google takes financial content very seriously (thanks to YMYL guidelines), so your backlinks need to come from trusted, high-authority sources. Here’s how to make that happen.
You’ve probably seen sites like Forbes, Investopedia, Inquirer.net, or NerdWallet ranking at the top of search results. Getting a backlink from them? That’s gold. Here’s how you can land one:
Did you know that websites might already be talking about your brand without linking to you? That’s like someone recommending a great restaurant but not telling you where it is.
Want to request a backlink without sounding desperate? Try this:
Subject: Quick Update on Your Article Featuring [Your Brand]
Hey [Website Owner’s Name],
Hope you’re doing well! I just came across your article [Article Title] on [Website Name], and I loved how you covered [mention something specific].
I noticed you mentioned [Your Brand], and I really appreciate the shoutout! Would you be open to linking to our official page? It would give your readers direct access to [valuable resource] and make the experience even better for them.
Let me know what you think—I’d be happy to assist in any way!
Best,
[Your Name]
[Your Website]
Pro Tip: Tools like Semrush’s Link Building Tool can help you find backlink opportunities, track your outreach, and monitor your progress.
At the end of the day, backlinks = credibility + better rankings + more traffic. Start using these strategies, and watch your site climb the search results!
SEO isn’t about running Google — it’s about getting to the theory of your brand. And in financial services, trust is all. If you’re there to send a consistent message, then someone/something will fill in the gaps — and it might not be in your favor.
When potential clients searched for their name, they didn’t see Symple Lending’s own content—they saw skeptical discussions, negative reviews, and misleading third-party claims questioning their legitimacy.
The real issue? Symple Lending was not ranking for its brand. Instead, the top results were full of outside voices, many ill-informed or actively harmful.
Here’s what went wrong:
The result? Symple Lending had lost control of the conversation about its own brand. Instead of shaping their own reputation, they were letting unverified sources and misleading discussions define them. And in an industry that relies on credibility, that was a major problem.
But LeadAdvisors has a Gameplan on how to solve this problem.
We knew that Symple Lending needed more than a better ranking—it needed to regain its credibility.
Their top priority was clear: Who owns its brand name in search results and replaces false narratives with correct, factual information?
The first step? Boosting SEO credibility. That meant optimizing their content with high-intent keywords, making sure Symple Lending ranked for its own name instead of letting outsiders control the conversation.
Trust had to be reinforced. To do that, we secured a brand editorial review, a well-researched and authoritative piece designed to push down misleading information and provide clarity.
Instead of leaving the public to speculate, the review tackled questions head-on, presenting verified facts about Symple Lending’s services.
The impact was immediate. As their content climbed in search rankings, the negative press lost traction. Symple Lending was no longer a passive player in its own story—it was now the primary voice shaping its reputation.
You’ve done the on-site optimizations, built backlinks, and polished your local SEO, but how do you track if it all works?
Measuring your results is every bit as important as the strategies. If you’re not measuring performance, you’re literally flying blind.
How to leverage it: Review the “Performance” report to identify high-ranking pages. Keep those pages updated with fresh content to maintain or improve rankings.
Set up Goals and Conversions to track sign-ups, purchases, or other key actions. Specifically, you may do the following:
How to leverage it: Use the Position Tracking tool to monitor specific keyword rankings and set up alerts for ranking changes.
When users start dropping off at a particular page, peruse the Hotjar data to help identify exactly what appears to be the problem — slow load times, unclear calls to action, etc. Specifically,
Utilize the Content Analyzer to find which content is generating the majority of your traffic and write more content around similar topics. You may:
So, here we are. You’ve seen why SEO for financial services isn’t just an option—it’s a necessity. If you’re not showing up on Google’s first page, you’re basically handing your potential clients over to competitors. And let’s be honest, no one’s scrolling to page three for financial advice.
SEO is not as hard as you think. It’s about understanding what your audience wants, optimizing your site to meet those needs, and establishing authority over time.
Think of it like compound interest—you invest in it consistently, and over time, it pays off big. Unlike paid ads that disappear the second you stop spending, SEO works for you — bringing leads, building trust, and cementing your authority.
SEO Content Specialist Duane is a results-driven SEO Content Specialist who combines strategic keyword research with engaging storytelling to maximize organic traffic, audience engagement, and conversions. With expertise in AI-powered SEO, content optimization, and data-driven strategies, he helps brands establish a strong digital presence and climb search rankings. From crafting high-impact pillar content to leveraging long-tail keywords and advanced link-building techniques, Duane ensures every piece of content is optimized for performance. Always staying ahead of search engine updates, he refines strategies to keep brands competitive, visible, and thriving in an ever-evolving digital landscape
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