Fintech is one of the most competitive B2B categories out there.
Which means your SEO strategy can’t just be “publish and pray.”
Search is evolving. Google is shifting. And the bar for authority is higher than ever.
Let’s break down what’s working in Fintech SEO right now—and what’s wasting your time.
What’s Actually Working in 2025
1. Deep, Bottom-of-Funnel Content
Forget surface-level “what is” explainers.
Top-performing fintechs are publishing:
- Feature vs. feature comparisons
- Pricing breakdowns (with intent-heavy CTAs)
- Compliance how-tos, integration walkthroughs, and onboarding FAQs
This is what buyers actually search when they’re ready to buy.
2. E-E-A-T Signals (Not Just Keywords)
Google now favors brands that show:
- Real-world experience (think: use cases, testimonials)
- Expert authorship (named, credible contributors)
- Clear trust elements (privacy, security, certifications)
If you’re not building trust on-page, you’re not ranking.
3. Fast, Frictionless Page Speed
In fintech, slow = no.
Optimized pages:
- Load in <2 seconds
- Are mobile-first by design
- Use minimal third-party scripts
- Pass Core Web Vitals
This isn’t “nice to have” anymore—it’s table stakes.
4. Helpful Tools and Calculators
Interactive content wins:
- ROI calculators
- Payment processing fee estimators
- “What’s your compliance risk” quizzes
These not only rank—they convert.
What’s Not Working Anymore
1. Keyword-Stuffed Landing Pages
Google sees right through:
- Repeating “fintech CRM” 15 times
- Low-value, high-volume blog spam
- Doorway pages for every possible location
Helpful beats keyword-rich. Every time.
2. Ignoring Video SEO
Fintech buyers want speed and clarity.
Video boosts time-on-site, helps with indexing, and builds trust—fast.
If you’re not turning your best blog posts into video, you’re leaving leads on the table.
3. Waiting Too Long to Update Content
Regulations change. Buyer needs shift.
Your “ultimate 2023 guide” needs a 2025 lens.
Review content quarterly. Refresh, re-optimize, relink.
What to Do This Week
- Audit your top 10 blog posts—are they optimized for current search intent?
- Add one calculator or downloadable worksheet to a high-traffic page
- Rewrite one bottom-of-funnel article for clarity, trust, and mobile UX
- Review author profiles—are they real, credible, and linked to expertise?
- Ask GPT to summarize your top article into a 60-second video script
SEO isn’t dead. But lazy SEO is.
If you’re in fintech, relevance and trust win clicks.
Execution and expertise close deals.
