FinTech SEO: Strategies for Finance Websites
Unlike fashion, travel, or e-commerce, finance websites fall under Google’s YMYL (Your Money Your Life) category. This means Google holds them to stricter standards because misleading financial information can impact people’s money and lives.
For FinTech brands, SEO is not just about ranking — it’s about building trust, authority, and credibility. According to SEMrush, finance keywords have an average CPC 2–3x higher than retail, proving how valuable organic traffic is for FinTech companies.
Key FinTech SEO Strategies
1. E-A-T (Expertise, Authoritativeness, Trustworthiness)
Google’s E-A-T is crucial for finance SEO. You need to show your site is written by financial experts.
- Add author bios with credentials (CFA, CPA, etc.).
- Cite reputable financial sources.
- Include clear contact information and compliance disclaimers.
2. Keyword Strategy for Finance Websites
Finance users search for high-intent queries like:
- “Best personal loan apps 2025”
- “How to invest in ETFs for beginners”
- “Top budgeting tools for freelancers”
Tips:
- Use long-tail keywords to avoid fighting with big banks.
- Create FAQ-rich content to capture People Also Ask results.
- Target comparison keywords (e.g., “PayPal vs Stripe fees”).
3. High-Value Content Creation
FinTech users want clarity, not jargon. Examples of content that ranks:
- How-to guides (“How to Save for Retirement in Your 30s”).
- Comparison articles (“Best Mobile Banking Apps in 2025”).
- Data-driven insights (charts, statistics, and infographics).
- Glossaries of finance terms (boosts topical authority).
Pro tip: Update content frequently — finance laws, tools, and rates change fast.
4. Technical SEO for Finance Sites
- FinTech websites must be fast, secure, and compliant.
- Use HTTPS (mandatory for finance).
- Improve Core Web Vitals for trust and rankings.
- Implement schema markup for reviews, FAQs, and financial products.
- Ensure mobile-first design (many users manage finances on phones).
5. Link Building & PR in FinTech
- Publish original financial research → earn backlinks from media.
- Collaborate with finance bloggers and industry portals.
- Submit to FinTech directories and associations.
- Build thought leadership via guest posts and podcasts.
6. Local SEO for FinTech Services
If your FinTech business operates regionally (loans, insurance, tax apps):
- Optimize for local keywords (“loan apps in Singapore”).
- Create a Google Business Profile.
- Collect reviews for credibility.
Example: Ranking for “Best Budgeting Apps”
A FinTech startup could:
- Create a comparison page: “Top 10 Budgeting Apps for 2025”.
- Use structured data for product reviews.
- Write blog posts on “How to Stick to a Budget with AI Tools”.
- Build backlinks from finance blogs and Quora threads.
This multi-angle approach ensures ranking for transactional and informational queries.
FinTech SEO Checklist
- E-A-T (expert authors, trust signals, disclaimers)
- Long-tail, high-intent finance keywords
- Comparison guides, how-to articles, and FAQs
- Secure site (HTTPS) + Core Web Vitals optimization
- Financial product schema + mobile-first design
- Link building through PR and financial research
FinTech SEO requires balancing technical excellence, expert content, and user trust. If your finance website delivers accurate, transparent, and valuable content, Google will reward it with higher rankings and more conversions.
FAQ
Q1: Why is SEO harder for finance websites?
A1: Because finance falls under YMYL, Google demands higher trust, accuracy, and authority compared to other industries.
Q2: What kind of content works best for FinTech SEO?
A2: In-depth guides, product comparisons, glossaries, and data-backed articles perform best in search rankings.
Q3: How can a new FinTech website compete with banks?
A3: Focus on niche topics and long-tail keywords, publish expert-driven content, and build credibility with backlinks and E-A-T signals.
Q4: Is local SEO important for FinTech?
A4: Yes, especially if your services (loans, tax help, credit repair) target a specific region.