Why should a fintech SEO agency even exist?
If content marketing is the same across industries and business models, then the answer is that fintech SEO agencies should not exist at all. However, as anyone familiar with the content marketing space knows, while there are general SEO and content marketing best practices, each business model has its unique dynamics which necessitate specific approaches, strategies, and tactics.
With fintech content marketing, these dynamics include the high importance of trust (we are dealing with money here), the difficulty of link-building, and competition for short-tail keywords (given the competitive nature of traditional finance), among other factors.
What strategies should you then embrace to get the best results for your fintech? Below are some strategies that fintech SEO agencies who deeply understand how fintechs make money recommend.
Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT)
EEAT is a part of Google’s Search Quality Evaluator Guidelines. Though it is not a ranking factor, Google uses it to measure the quality of search results.
In fintech content marketing, it is even more important.
One way to build trust with customers is to show yourself as an expert or authority in your field. People still trust experts and they will cling to them over the opinions of non-experts.
You can build expertise by creating a lot of quality content around topics that are of interest to your current and target customers. If they are interested in passive investing, for example, you can create a library of content covering different sub-topics under that topic.
Another way to build expertise and trust is to give a voice to experts in your content. Instead of sharing opinions, interview and/or quote experts in the field of interest. If you are writing about passive investing, for example, you need to quote people like John Bogle, Harry Markowitz, etc.
Teach users how to use your product
Most fintech products have a long learning curve. This means that users might be underusing the product and not taking advantage of all its benefits. Fintechs often assume that this is a problem of users lacking interest or suboptimal UI/UX design, so they focus on advertising and improvising the user interface.
However, in most cases, the problem is that users don’t understand some offerings or products.
Consequently, fintech content marketing must prioritize educating customers about various products – their benefits and how to use them.
Prioritize long-tail keywords
Imagine a new fintech trying to rank for keywords like “what is bitcoin,” “how to invest money,” or “what is a stock.” Most of these keywords are already targeted by traditional finance companies and thousands of financial education pages (the Investopedia types). Fintechs should therefore focus on long-tail keywords that are relevant to their business and their target audience – as well as low-competition opportunities.
Once way to do this is to localize you target keywords. If you are a fintech in Saudi Arabia offering a platform for crypto exchange, then “how to buy bitcoin in Saudi Arabia” is far more relevant to you, for marketing purposes, than “what is bitcoin” (even though you can create content on the latter for educational purposes).
Be strategic with link-building
Getting links from popular finance news or financial education sites will be very costly, given the demand.
Instead of trying to outbid others, you can focus on less popular sites that are relevant to your niche (either based on your service or location). If you offer a passive investing app, a link from ETF.com, for example, is more relevant to your niche, and it will not be as costly as getting one from Investopedia.
However, there is a better way to get links: create high-quality content (especially infographics) that even top sites will love to link to.
Don’t also forget internal links. Connecting your content through internal links can also improve your SEO rankings.
All of these strategies show that fintech content marketing is unique, and it must be treated as such.
To go back to the question we asked in the beginning, fintech SEO agencies exist because fintech SEO and content marketing are unique and should be treated as such.
Mint Position is a fintech SEO and content marketing agency that has worked with various fintechs from across the globe. They have built experience and expertise helping different types of fintechs grow traffic, generate leads, retain customers, and acquire new customers through the above strategies and many more.
With such an agency, you can get your content marketing strategy right and gain a competitive advantage in the ever-competitive fintech market.
Also read: 4 Tips for Managing Your Fintech Consultancy from a Coworking Space
