SEO for Financial Services

Whether you’re a bank, investment firm, or independent financial advisor, standing out in search can feel like an uphill battle. But, when done well, SEO for financial services can generate high-value leads, build trust and help position you ahead of competitors.

Below, you’ll find eight practical, industry-specific SEO tips put together by the expert KIJO team (we’re a web design agency in London). Plus, we’ve answered  common questions UK financial marketers ask about SEO for finance companies too.

Related Read: Unlock Higher Rankings and More Traffic with a Professional SEO Audit

What is SEO for Finance?

SEO for finance companies is the process of optimising your website and online presence so clients searching for services like wealth management, mortgages, or investment advice find you first.

Unlike general SEO, financial SEO often has to navigate strict regulations, complex subject matter and an audience that demands authority and trust. This means your SEO strategy should focus on credibility, transparency and clear, compliant content that builds confidence.

Does SEO Work for Financial Advisors?

Yes! For financial advisors, SEO can be one of the most cost-effective ways to attract new clients. Instead of cold calling or expensive ads, strong local SEO helps you appear when people search for “financial advisor near me” or specialist services. By demonstrating expertise through useful, optimised content, you build trust before a client ever picks up the phone.

Is SEO Good for Investment Banking?

Absolutely. Whilst high-net-worth deals often start with personal connections, strong SEO for financial firms can still play a big role for investment banks – especially for deal announcements, recruitment, industry thought leadership and showcasing credentials to institutional clients and stakeholders.

Ranking well for highly specific services – like M&A advisory in a niche sector – can support credibility and attract organic interest from the right people.

Do Banks Use SEO?

Many major UK banks and challenger brands alike invest heavily in SEO. From mortgage calculators to savings guides, good financial SEO helps banks capture customers at key moments like when they’re researching financial products, comparing rates, or looking for advice.

Done right, SEO for finance companies and banks builds authority whilst driving consistent, qualified traffic for high-value conversions.

8 Unique SEO Tips for Financial Services

Here are eight essential strategies that go beyond the basics, specifically for finance marketers.

1. Build Content Hubs for Complex Topics

Why: Over half of customers (53%) carry out research before investing in a product. That’s particularly relevant for customers of the finance industry. Financial sector audiences research options, compare providers and seek out trustworthy information. Content hubs help you rank for broad and niche queries, keep visitors engaged longer, and build topical authority in Google’s eyes.

How: Pick a core topic; for example, retirement planning. Create a pillar page that gives an overview, then internally link out to related sub-pages: “How to Maximise Your Pension”, “Retirement Planning for Business Owners”, “Tax-Efficient Savings Options”, etc. 

Interlink them all so search engines (and users) can easily navigate your expertise!

2. Optimise for E-A-T (Expertise, Authority, Trust)

Why: Finance is a “Your Money or Your Life” (YMYL) category on Google. “Your Money or Your Life” (YMYL) is the search engine’s term for any web page or topic that could directly affect a person’s:

• Financial wellbeing (e.g. investments, taxes, mortgages, insurance)
  
• Health and safety (e.g. medical advice)
  
• Happiness and future security (e.g. legal advice, parenting advice, major life decisions)

This means that Google demands extra proof that your advice is credible and accurate. Misleading or poor-quality content on these topics can seriously harm people. That’s why Google holds these pages to much higher standards than, say, a food blog or a hobby site.

For YMYL content to rank well, Google wants strong signals of E-A-T (Expertise, Authoritativeness, Trustworthiness). It wants to see:

•  Real experts writing or reviewing the content
•  Clear, accurate information backed by reputable sources
•  Trust signals, like professional credentials, regulatory details, disclaimers, and a clear privacy policy

Examples of YMYL pages include:

• An article about choosing the best ISA or pension fund
  
• A guide to mortgage affordability
  
• Advice about starting a business loan

Sites without visible experts, clear sourcing, or compliance disclaimers are far less likely to rank well.

How: Things like real author bios, up-to-date facts, disclaimers, and transparent company information are essential. So, publish financial SEO articles under named authors with real credentials, add detailed bios, headshots and professional titles and include up-to-date stats, cite reputable sources, and add disclaimers where needed. 

Work closely with your compliance team to ensure accuracy and highlight your firm’s regulatory status if relevant (e.g. FCA-authorised).

3. Use Schema for Financial Products

Why: Schema markup helps Google understand your content. Schema markup enables Google to display rich snippets like reviews, FAQs or calculators directly in search results. For finance firms, this can improve click-through rates and visibility for high-intent searches.

How: Add relevant schema markup for reviews, FAQs, products or calculators. For example, mark up your mortgage rate tables or loan calculators so they appear in Google’s enhanced results. 

Tools like Google’s Structured Data Markup Helper can guide you, but get a developer to check implementation.

4. Create Tools & Calculators

Why: Financial tools can help to keep users on your site, generate backlinks and make you a go-to resource. In finance, people love calculators for mortgages, pensions, savings, or tax estimates. That’s because they’re practical and highly shareable, boosting both financial SEO and engagement.

How: Build simple, genuinely useful tools like a mortgage affordability calculator or retirement savings planner. Make them easy to use and embed them within relevant pages (not hidden behind forms). Promote them in blogs, newsletters and social media to attract links naturally.

5. Double Down on Local SEO for Trust

Why: Many financial services – from independent advisors to private banks – attract clients locally. Local SEO makes sure you appear in “near me” and map results, building credibility in your community and driving foot traffic or local leads.

How: Optimise your Google Business Profile with accurate contact details, opening hours, high-quality photos, and service descriptions. Also, encourage happy clients to leave reviews. Build local landing pages for each office or advisor, featuring location-specific content and case studies to boost relevance too.

Related Read: The Importance of NAP Consistency

6. Tackle Regulatory Content Gaps

Why: Many financial firms shy away from certain topics due to compliance worries. However, that leaves big keyword gaps you can safely fill. If you can produce compliant, clear content on trending topics, you’ll attract organic traffic more timid competitors miss.

How: Identify “grey areas” where prospects have questions but few firms provide direct answers. Collaborate with your compliance team to craft clear, factual guides that don’t cross regulatory lines. Topics might include “What To Know Before Investing in Crypto” or “How ESG Funds Work in the UK”. Add disclaimers and always stay factual, not advisory.

Related Read: 9 Brand Copywriting Tips for High End Businesses

7. Publish In-Depth Industry Insights

Why: Original research, market outlooks and white papers prove your expertise and earn high-quality backlinks from journalists, blogs and partners. These are a huge trust signal for Google. Publishing in-depth industry insights is especially effective for B2B finance and investment banking.

How: Commission proprietary surveys, share unique data or publish in-depth sector analyses. Then, present them as downloadable reports or gated content (but always keep a summary page crawlable for SEO!). Promote these insights through PR, LinkedIn, and industry press to earn citations and authority links.

8. Manage Reputation & Reviews Actively

Why: Your prospective clients want reassurance you’re credible, especially if you’re asking them to trust you with their money. Positive reviews boost your local SEO and send trust signals to Google.

How: Proactively ask happy clients to leave honest reviews on Google and respected industry platforms. Negative reviews happen across all industries, so if you receive one, make sure to respond professionally to them. This shows your business handles issues transparently which customers will value. Display testimonials (with permission) on your site, and monitor your online reputation regularly to address any risks quickly too.

Our Final Thoughts on SEO for Financial Services

Whether you’re managing SEO for a high street bank, a private wealth firm or a local financial advisor, smart financial SEO comes down to credibility, clarity and consistent value. When looking at your financial SEO, combine technical excellence with content that builds trust, and you’ll win loyal clients as well as clicks.

Related Read: The Ultimate Guide to WooCommerce SEO: Boost Visibility and Outrank Competitors

We understand that SEO for the financial services industry isn’t easy or always straightforward. However, with the right expertise, your firm can outrank competitors, attract high-value clients and build trust that lasts.

At KIJO, we specialise in helping businesses grow (including those in the financial sector) with advanced SEO strategies designed for complex, regulated industries. From content hubs and technical SEO, to local search and compliant copywriting, we can help you build authority where it matters most.

Discover KIJO’s WordPress SEO Services and discover how we can help your finance brand get found, trusted, and chosen.

Book a Complimentary Consultation with KIJO’s Head of Partnerships

Looking to discuss your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life — book your free consultation via the link below:

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