Financial technology is changing the way we live, and consumers have more choice than ever before. Your ideal target customers are informed, empowered and inquisitive. They know they have a choice, and search engines help to level the playing field for the competition.
SEO for FinTech businesses and startups
As a FinTech startup, you can either fight for visibility in the search engine or be forced to pay for traffic and leads through PPC. Content marketing is one of the best ways for FinTech companies to earn visibility, provide a service, and connect with their ideal target audience.
FinTech is all about finding technology solutions to financial problems. Using content and SEO to help answer questions for your customers will put you are the forefront of their minds when it comes to making a purchase decision.
Focus on quality over quantity
You don’t have to work hard to find poor SEO advice these days. Google might publish broad guidelines, but then it’s down to us to interpret them. Get it wrong, and you could be investing time and resources into a dead-end strategy.
There are plenty of “experts” claiming that the only way to earn top rankings is by publishing articles that are longer than anything else out there. And this might be helpful if you can add extra insight. But long articles for the sake of long articles are a pointless pursuit.
Instead of setting a minimum length, focus on the quality and value of the content you share. Before you hit publish, ask yourself if you are adding value or simply trying to hit a meaningless word count.
At the start of every SEO campaign is keyword research. You start with a long list, more than any SEO campaign could ever focus on, and then you whittle it down.
Be ruthless as you tear through this list and make sure you’re thinking about search intent as you go. What is the intent of the individual searching for the term? And how can you meet their intent with content they will find valuable?
There is a huge difference between the intent of “what is the best robo investor” versus “how do robo investors work”. The former is ready to buy but the latter may only be looking for information at this stage.
Not sure how to interpret the intent of a keyword? Don’t worry, it takes a little practice. You can read more about it here.
Build high authority links
One measure of a highly effective website is the quality of the sites linking to it. This is a key component of the E-A-T Google update.
E-A-T stands for Expertise, Authoritativeness and Trustworthiness. This update initially targeted medical websites. After all, you typically want your medical advice to come from a trustworthy source.
This update turned out to be much broader in scope, focussing on what is now referred to as YMYL sites. YMYL stands for Your Money or Your Life, and it covers anything that can negatively impact users. Any site promising health, wealth or happiness now has to provide accurate and high-quality information to rank.
As you can imagine, FinTech and financial services fall neatly into this category. But what does this have to do with links?
If you’re producing content that attracts links from high-quality websites, this is a sign that your website has clout.
Be a thought leader, not a follower
When starting a search marketing campaign, it’s easy to focus on what others are doing and how you can do it better. But you’re working in an emerging market, and the information you have to offer might not be widely available yet.
Instead of following the pack and trying to replicate what has worked for other sectors, be brave and bold. Thought leaders don’t wait around to see what is trending; they make the trends.
Being afraid to publish content because there is no search volume behind it is a short-sighted strategy, particularly if you are offering disruptive solutions. Once the world catches up with your technology, you’ll be well-positioned as an authority on the subject.
Maintain a social presence
Like Disney’s Ariel, you wanna be where the people are. And this means taking your expertise to social media. Social shares are still relevant to search rankings, so don’t be afraid to share your resources far and wide.
A paid social strategy is an excellent way to get the word out and target people with laser precision, but don’t make this your sole focus. Building a community is one of the best ways to earn shares.
And don’t forget to customise your social media metadata to make the most of the virtual real estate. This will ensure you take control of how your content appears when shared on social media. Without this step, you’re leaving it up to the robots.
Show, don’t tell
When explaining complex FinTech concepts, use all resources available to you to help it make sense. This could include video, images, text, and interactive tools.
Allow your excitement for the product or service to leap off the page with content that keeps the viewer’s attention. This will also help them to understand what you offer, particularly if you’re introducing disruptive technology.
Search is always changing, and your strategy needs to stay agile to keep up. Keep your ear to the ground and don’t be afraid to test strategies that might not go anywhere.
It’s very easy to fall victim to analysis paralysis when creating SEO strategies, but inaction won’t get you anywhere. Be agile in your approach, review the results regularly, and don’t be afraid to take risks.