SEO for fintech: a practical guide for B2B marketers
If you're a B2B fintech marketer, you already know that reaching the right buyers is half the battle. SEO for fintech companies is one of the most effective ways to do that, especially when you have the tools to create a successful strategy.
About 68% of online experiences start with a search query, and that number is even higher for financial products. This means your buyers are searching before they ever reach out. If your brand isn’t showing up in their search results, another brand is.
At Scribe National, we work with B2B fintech brands on content strategy and SEO that builds long-term visibility and drives leads. In this guide, we'll cover what fintech SEO is, why it matters, the most common challenges and how to build a strategy that works.
What is fintech SEO?
Fintech SEO is the process of improving your company's visibility in search engines like Google so that the right buyers can find you. It combines technical website optimization, on-page content and off-site authority building.
For B2B fintech brands, SEO means creating content and optimizing your site in a way that answers your buyers' questions and builds trust. A strong SEO strategy also sets you up for visibility in AI tools like ChatGPT and Perplexity because the same credibility signals that Google rewards are the ones important to AI platforms too.
Why is SEO important for fintech companies?
B2B fintech buyers do thorough research before making a decision. They want to compare platforms, evaluate vendors and look for proof that a solution is credible. SEO helps you get your brand in front of those buyers during their research.
A focused fintech SEO strategy is the way fintech companies grow their reach and sales. Wise grew from 7.7 million to 16 million monthly organic visits in one year through content clusters and technical SEO. Saxo Bank grew organic traffic by 179% across 15 markets using a combination of technical SEO and content strategy. At Scribe National, we also help our clients improve their SEO strategies for more traffic and conversions.
Common fintech SEO challenges
SEO for fintech companies comes with a few industry-specific hurdles worth understanding before you build your strategy.
High content standards: Search engines hold financial content, like blog articles, to a higher standard of expertise, authority and trustworthiness. Weak or vague content doesn’t rank well or resonate with readers.
Competitive keywords: Many high-value fintech keywords are dominated by large financial institutions and established media. Newer or smaller brands need to find terms they can realistically rank for.
Complex products can be difficult to explain: B2B fintech products are technical. Translating complex features into clear, searchable content takes skill and a deep understanding of your buyers' language.
Trust signals matter more: Buyers in financial services are making high-stakes decisions. Content that lacks clear authorship, credentials or supporting data is less likely to rank or convert.
Regulatory considerations: Fintech content often touches on regulated topics. What you say and how you say it needs to align with compliance requirements.
How to build a fintech SEO strategy
Knowing these challenges gives you an advantage over your competition. Here's how to build an effective SEO strategy for your fintech company.
Start with keyword research
Keyword research is the foundation of your SEO strategy. Before writing any content, you need to understand what your buyers are actually searching and which terms you have a realistic chance of ranking for.
Start by brainstorming the questions your buyers ask at each stage of their journey. Then use a tool like Ahrefs, Semrush or KeySearch to check search volume and competition. In fintech, long-tail keywords, which are specific phrases with lower search volume, are often your best bet. They attract buyers with clearer intent and are often easier to rank for than broad terms dominated by major financial brands.
Optimize your website and existing content
Before tackling a new content plan, make sure what you already have is working as hard as it can. On-page SEO is the process of optimizing individual pages so search engines understand what they're about and rank them accordingly.
For each key page on your site, review and update:
Meta titles: Include your target keyword naturally and keep them under 60 characters
Meta descriptions: Write a clear, compelling summary of the page that includes the keyword and stays under 155 characters
Headings: Use H1, H2 and H3 tags to structure your content clearly and include keywords where they fit naturally
Internal links: Link between relevant pages on your site to help search engines understand your content and keep visitors engaged
Image alt text: Describe images clearly and include keywords where relevant
Update existing content: Refresh old articles with new information, appropriate keywords and updated stats to boost your rankings
Build a content strategy around your keywords
Content is where SEO for fintech companies really comes to life. More than 80% of content marketers say blogging drives results, and more than half who align their content to keywords typically see higher rankings and more traffic. For fintech brands, that means publishing consistent, well-researched content that answers the questions your buyers are asking.
A few content types that work well for fintech SEO:
Blog articles: Regularly published posts that target keywords and answer your buyers’ questions
Explainers: Clear breakdowns of complex fintech topics that give buyers clarity
Comparison content: Honest evaluations of different approaches or solutions that attract buyers in the research phase
Case studies: Customer stories that demonstrate specific outcomes and build credibility
Get backlinks and third-party mentions
Search engines use backlinks, which are links from other websites pointing to yours, as a signal of authority. The more credible sites that link to your content, the stronger your domain authority and the better your chances of ranking.
Third-party mentions also support your visibility in AI search tools, which are increasingly part of how B2B buyers discover solutions. Building authority outside of your own website strengthens your SEO and your overall brand presence at the same time.
For fintech brands, building backlinks takes time, but the effort pays off. To do this, you can:
Pitch guest articles to fintech trade publications and financial services media
Seek commentary opportunities with industry analysts and journalists
Create original research or data that other sites will want to reference and link to
Get listed in relevant industry directories and resource pages
Address technical SEO basics
Technical SEO is the behind-the-scenes work that helps search engines crawl, understand and index your site properly. It can also offer a better user experience for your website visitors, keeping them on your site longer and increasing their chances of buying.
Technical areas to review include:
Site speed: Compress images, reduce unnecessary code and use a reliable hosting provider
Mobile optimization: Make sure your site is fully functional and easy to navigate on mobile devices
Indexing: Check that key pages are being crawled and indexed by Google using Google Search Console
Structured data: Add schema markup to help search engines understand your content and display it more prominently in results
Broken links and redirects: Fix any 404 errors and make sure redirects are set up correctly
Track results and make updates
SEO is a long-term strategy, and tracking your performance helps you understand what's working and where to focus your efforts.
Key metrics to track are:
Organic traffic: How many visitors are arriving from search engines each month
Keyword rankings: How your target keywords are ranking and how that changes over time
Leads and conversions: How much of your organic traffic is turning into inquiries or sign-ups
Backlinks: Whether your domain authority is growing over time
Review your performance monthly and update your strategy based on what you find. Pages that are ranking beyond page one are often worth refreshing and strengthening.
Fintech SEO examples
The best SEO strategies combine strong content with a clear understanding of what buyers are searching for. At Scribe National, this is exactly what we help fintech clients do.
DCPayments gets 25K blog visits and 182 leads through strategic content
DCPayments has been an innovator in the financial services industry for three decades. When the company came to Scribe National, it needed a way to explain complex technology in a clear and engaging way, while building search visibility in the process.
We created blog articles, newsletters and social content that positioned DCPayments as a trusted voice in the fintech space and supported their sales efforts.
The results: more than 25,000 blog visits and 182 leads generated through content.
Float triples monthly product sign-ups from high-intent blog content
Float is a financial operations platform that offers corporate cards, business accounts, expense management and more. When Float's content lead joined the team, one of her key priorities was growing the brand's organic search presence.
We worked with Float to build a strategic content program focused on high-intent search with articles targeting buyers who were actively looking for solutions like Float's.
The result: Tripling monthly product sign-ups from blog content alone.
SEO for fintech: FAQs
How is SEO for fintech different from other industries?
Fintech SEO follows the same principles as general SEO, but with a higher bar for credibility and expertise. Search engines classify financial content as Your Money or Your Life (YMYL), meaning content must demonstrate genuine knowledge and trustworthiness to rank well. Fintech brands also operate in a competitive landscape where many high-value keywords are dominated by large institutions, which makes keyword strategy and content depth especially important.
Is SEO worth it for B2B fintech brands?
Yes, and SEO for B2B companies is a long-term investment that pays off over time. Unlike paid advertising, organic search traffic doesn't stop when your budget runs out. A well-optimized article or landing page can continue to attract buyers for months or years. For B2B fintech brands with long sales cycles and high-value contracts, the return on a consistent SEO strategy tends to grow significantly over time.
How long does SEO take for fintech companies?
Most fintech brands start seeing meaningful results from content-focused SEO within six to 12 months of consistent effort. Technical SEO fixes can show results faster — sometimes within one to three months. The timeline depends on factors like your current domain authority, how competitive your target keywords are and how consistently you publish and optimize content.
Get support with your fintech SEO strategy
Building a fintech SEO strategy that drives consistent traffic and leads takes time, expertise and a deep understanding of your buyers. If you're ready to get started, we’d love to help.
Explore our content services or book a free discovery call to talk through your goals.
