Optimizing Website SEO For Financial Services

Optimizing Website SEO For Financial Services

In today’s society, most people rely on some form of financial service to help them manage their money. For many people, this means utilizing the services of a bank or credit union. However, with so many different institutions offering these services, how can you be sure you’re getting the best deal? Check out our latest blog post for tips on optimizing your website for search engine optimization (SEO) and increasing your chances of being found by potential customers!

What is SEO for financial services?

There is no definitive answer to this question. However, there are several things that you can do to optimize your website for search engines and improve your visibility in the financial services industry. As search engines constantly update their algorithms, it is important to stay on top of the latest trends and strategies in SEO. The financial services industry is highly competitive, so implementing effective SEO tactics can give you an advantage over your competitors. When financial services sector users search for specific terms, products, or services related to your industry, your website must appear on the first page of search results, to catch your clients.

How is SEO for financial services different from other types of SEO

Financial services, such as banking and investing, require a high level of trust from customers. This means that search engine algorithms heavily weigh the reputation and credibility of websites in this industry. In addition, financial services often have strict compliance regulations to adhere to regarding advertising and disclosures. The financial services SEO is different from other types of SEO (digital marketing) in the following ways.

  1. The use of industry-specific keywords and phrases. As a financial advisor or banker, using terms like “asset allocation” or “retirement planning” will be more effective in attracting the right audience than generic terms
  2. The emphasis on building trust and credibility through online reviews, backlinks from reputable websites, and high-quality content
  3. Adhering to compliance regulations in all website content and advertising efforts
  4. In finance SEO there is building a mobile-friendly website, as more and more customers use their phones to research and manage their finances

Benefits of SEO for finance companies

Now that you better understand the unique aspects of financial services SEO, you can now explore the benefits it can bring to finance companies.

SEO for financial services can improve brand recognition

Fig. 1. SEO for financial services can improve brand recognition


Improved visibility and brand recognition

A strong SEO strategy can improve a finance company’s visibility in search engines, leading to increased traffic and brand recognition. In the search engine optimization world, this is known as “organic search.” Suppose you want to apply for a home loan. You’ll go to Google and type in something like “best home loan rates.” The finance companies that appear on the first page of search results are more likely to garner clicks and potential customers.

Increase website conversions by implementing SEO for financial services

Fig. 2. Increase website conversions by implementing SEO for financial services


Increased website conversions

As a finance company, your ultimate goal is likely to gain new clients and grow your business. A solid SEO strategy can directly contribute to this by increasing website conversions. Optimizing landing pages for specific keywords and improving the overall user experience on your website, you’ll see an increase in leads and customers.

Enhanced credibility and trust

Ranking high on search engines, especially for competitive keywords, can enhance the credibility and trustworthiness of a finance company in the eyes of potential customers. In addition, regularly publishing relevant and valuable content can also establish your company as a thought leader in the industry.

Improved customer experience

By ensuring that your website is easily navigable and sensitive to mobile devices, you can provide customers with a better overall user experience. As google updates prioritize user experience, investing in improving this aspect can also positively impact your search rankings.

Most important aspects of SEO for financial services

When optimizing a website for financial services, some key factors to consider include the following:

Page speed

When a website takes too long to load, it can frustrate users and cause them to leave the page. This not only impacts user experience but can also affect the website’s ranking on search engines. For a financial services company, it is important to have a  fast-loading website to attract and retain potential clients. When the website runs smoothly, it shows that the company is reliable and efficient.


Financial services websites often deal with sensitive information, such as personal financial data. It is crucial to have strong security measures to protect the company and its clients from cyber attacks. This includes regularly updating software and using secure protocols for transactions. Financial services companies can also improve their SEO by displaying trust signals, such as security badges or verifications from reputable organizations.


Improving website security and privacy can be a part of SEO for financial services

Fig. 3. Improving website security and privacy can be a part of SEO for financial services


Along with security, financial services websites must communicate their privacy policies to visitors. This helps improve trust and credibility and can also play a role in SEO. Search engines may consider a website’s adherence to privacy regulations as part of its ranking algorithm.

Data structure

The way a financial services website organizes and presents its data can have a significant impact on SEO. This includes using descriptive page titles and headers, proper tagging, and schema markup. By properly structuring the website’s data, search engines can crawl and understand the content, leading to improved rankings.

Strategies that can help improve SEO for financial services

Let’s take a look at some specific strategies that can improve SEO for financial services websites:

Utilize targeted keywords

An important step in any SEO strategy is identifying and utilizing targeted keywords. This involves conducting thorough market and keyword research to determine the specific language and phrases potential clients in the financial industry may use in their search queries. Usually, the financial services website will want to target more industry-specific terms rather than general financial terms. Like they may want to target “401k management services” rather than “financial services providers.”

Check your current SEO

Before implementing any new SEO strategies, it’s important to check your website’s current standing. Are there any technical issues that need to be resolved? Is the website mobile-friendly? Are there broken links or duplicate content that needs to be addressed? You can set a strong foundation for future SEO efforts by identifying and fixing any current issues.

Optimize website content and structure

Once the targeted keywords have been identified, the financial services website can incorporate them into its content and structure. This includes optimizing page titles, headers, meta descriptions, and alt tags with the targeted keywords. Creating compelling and informative content that incorporates the targeted keywords can help improve search rankings.

Utilize Google My Business listing

Claiming and optimizing a Google My Business listing can help improve local search rankings and visibility for financial services businesses with physical locations. This includes providing accurate and up-to-date information such as business name, address, and phone number. It also involves encouraging customers to leave reviews, as positive reviews can impact local search rankings.

Acquire high-quality backlinks

Gaining high-quality backlinks from reputable and relevant websites can also help improve search rankings for financial services websites. This can be achieved by creating informative and valuable content that other industry websites may want to link to or by reaching out to potential partners and asking for a link to their website.

Improve your E-A-T

E-A-T (expertise, authority, and trustworthiness) is a major ranking factor for websites in the financial services industry. Google wants to ensure that they are directing users to trustworthy sources of information, so it’s important for financial services websites to showcase their expertise and establish credibility. This can be done by having informative and accurate content, being active on social media and industry forums, obtaining certifications and accreditations, and featuring customer testimonials.

Check your technical SEO regularly

SEO is constantly evolving, so it’s important for financial services websites to regularly check their technical SEO and make sure that they are up-to-date on any changes or updates. This includes ensuring site speed and security, tracking analytics, and staying current with algorithm updates.

Speed and mobility is one of the highlights of implementing SEO

Fig. 4. Speed and mobility is one of the highlights of implementing SEO

Focus on speed and mobile optimization

In today’s digital world, financial services websites must have a fast and responsive mobile experience. This means optimizing website design and images for mobile, enabling browser caching, and regularly monitoring site speed. Additionally, incorporating keywords into your website’s content and meta tags can boost your search engine ranking, driving more organic traffic. By prioritizing speed and mobile optimization, you can enhance the user experience for potential clients and ultimately increase conversions.

Financial services websites can improve their SEO by implementing these strategies and ultimately drive more qualified traffic. However, it’s important to note that SEO is a long-term strategy, and results may not be immediate. Consistently monitoring and adjusting your efforts can help improve search rankings and drive success for your business.

Using ProRankTracker to measure the effectiveness of the strategy

ProRankTracker is a valuable tool for tracking the success of your SEO strategy for financial services. It can help you in the following way.

Monitor keyword rankings in real time

ProRankTracker allows for daily tracking of keywords across multiple search engines, giving you a clear understanding of how your optimization efforts are performing. You can also track local rankings and monitor competitors to stay ahead of the game. A financial services firm can use this to track the success of its optimization strategy for specific services or locations. You can also get an idea of search intent, allowing you to adjust your website content accordingly.

Generate customizable reports

ProRankTracker offers a variety of report options, including white-label reports for clients. These reports can be generated on demand or scheduled, making it easy to stay on top of your progress. Suppose the search engine results pages (SERPs) change, and the keywords you are tracking shift in ranking. In that case, ProRankTracker will automatically update the report with the newest information, allowing you to quickly adapt your SEO strategy and stay ahead of the competition.

Analyze organic traffic growth

ProRankTracker can track your website rankings and see how it correlates with your keyword choices and SEO strategies. This insight helps to fine-tune your strategy for maximum success. 

ProRankTracker is a valuable tool in your arsenal for optimizing SEO for financial services. It provides valuable data and insights that help you track and improve your strategy. If you’re interested in finding out more about our tool, feel free to try it out!