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SEO for the Financial Industry - Advanced SEO Tips and Strategies

Executing SEO for the financial industry is a rigorous, disciplined and careful exercise. It goes beyond simple content creation. To get it right, you need to understand how the search engines work and how they rate keywords for financial services and financial content.

Search Engine Optimisation (SEO) is customising your website and its content to suit search engines. These search engines need you to make it easier for them to access your website and interpret its content. So, when people do a targeted search term, your web pages rank higher than others.

But you can pay for ranking too. So, you may wonder, “Why would I optimise my content when I can just go for advertisement.”

Well, the answer lies in the numbers. Yes, you can draw traffic from social media, other websites and blogs, and using Google Ads as well. But organic traffic accounts for the overwhelming amount of traffic. Search engines are the drivers of organic traffic.

Besides, SEO is more like an investment as it compounds over time. If your site has valuable content that ranks well, your traffic bourgeons over the months. Ads, on the other hand, will need your continuous funding, thus an expensive way to attract traffic.

In this industry, search engine savvy financial websites get rewarded with higher rankings. Of course, you can always hire an industry specialist to handle it for you. But understanding how SEO works put you in a pole position to know what you need.

So, how do the search engines work?

How Search Engines Work

When someone asks a question, the search engines search for an answer. They will then scour the internet for resources and content related to the question in a process called “crawling” and “indexing”. These content include web page pages, PDFs, images and videos.

Part of the crawling and indexing is classifying your content. Top search engines, which is Bing, Google, Yahoo, and Yandex, work together to create structured data mark-up. This joint effort is what is created Schema.org that creates the schema, or structured data.

But with the advent of Machine Learning (Ml) and Artificial Intelligence (AI), search engines have greatly improved. They use artificial intelligence to crawl and index content to enhance accuracy. But the success of this accuracy bank on search engine optimisation. So only optimised content show up on the search results.

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SEO for the Financial Industry, Advisors and Services

When it comes to SEO for financial services industry websites, trust precedes everything. Just like you trust your financial advisor, it is the same way search engines, and their users need to trust your website. But trust doesn’t come easy. It is something you build over time. It comes from a long-standing reputation of authenticity.

Well, financial advisors are in the same league as medics, doctors to be precise. Google ranks financial websites using the same formula as medical platforms. These websites fall under the category “Your Money, Your Life” (YMYL) sites and Google ranks them based on higher Page Quality (PQ) standards.

Here is another angle; Google considers financial pages as those that can impact on the reader’s future well-being. Yes, just like medical sites that may influence how you handle your health, financial websites can influence your finances. As such, Google vets them for expertise, authoritativeness, and trustworthiness (EAT). So, if your website provides related financial services, it may as well fall under the “Your Money, Your Life” category.

There is no better way to give your brand a voice than through your content. But if you must do it yourself, focus on both the quality and usefulness of the content. It should add value and be expertly written.

Technical SEO for Financial Service Websites

When it comes to technical SEO, nothing changes. It is always about indexing and crawling. So, you want to ensure tags on your resource pages are indexed, and nothing is slowing or blocking crawling of your pages. But how do you do this?

Begin by auditing your website to sort any issues that hinder the accessibility of your web content. Also, prioritise your content using the top keywords for financial services. For example, if you are into personal finance, you settle for the best personal finance keywords. That way, search engine users can easily stumble across your content.

Here are technical Google SEO ranking factors:

  • Speed – Search engines have to return the searches in a moment’s notice, so your web pages need to load very fast, and don’t cause your site visitors to wait.
  • Security – While website security matters, for financial websites, it is even more critical. If your website is not safe, then it raises trust issues. Always protect your audience and let them know they are protected.
  • Privacy – Privacy and security go hand and in hand. But, don’t keep your content locked out. Some websites need users to log in to access the content. But if Google can’t access your content, your pages, it can’t rank them as well.

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On-Page SEO for the Financial Industry

On-page SEO focuses on keywords or groups of keywords. For finance, it is crucial to choose the words best on the speciality of your site. It may be an investment or an advisor platform.

Base your key tags on search volume, competition and their relevance to your pages. You should arrange your pages such that each page targets a unique keyword group. That way, your content is orderly and prevent duplication.

Don’t confuse writing content and optimising it as the same thing. You need to generate content first, then gradually optimise it. As already mentions, focus on the three factors – search volume, competition, and relevance.

You need to concentrate on the following when optimising your financial content:

  • Title tags
  • Meta descriptions
  • H1, H2, H3… tags
  • Category pages
  • Internal linking
  • External linking
  • Image alt tags
  • URLs

Conclusion

Search engines vet financial websites for expertise, authoritativeness, and trustworthiness. Therefore, optimising financial content goes beyond on the page SEO.  It requires that your content must deliver clear value to the reader, and help build trust over time. As for optimising content, everything remains the same. Focus the keyword to the search intent.

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