Fintech SEO drives organic traffic, bypasses the need for paid ads, and builds trust with consumers actively seeking trading solutions, tools, education, and analysis. Plus, it places your forex site right at the crucial decision-making moment for customers.

Fintech SEO seems difficult but the good news is that there is plenty of easy to understand information available. In addition, you could always hire SEO expert help internally, externally through SEO consultants or through an agency. The important thing to keep in mind is that with a concerted effort, the ROI of Fintech SEO work can be very high compared to other channels of advertising.

What is Fintech SEO?

Imagine your Fintech solutions, tools and services appearing right when potential customers are searching. That’s the essence of effective Fintech SEO. It’s about crafting relevant, high-quality content, ensuring your forex trading site is mobile-friendly, and building a solid backlink profile. 

Along with this, Fintech related content falls under the YMYL (your money or your life) umbrella, which Google’s algorithm is a lot more likely to crack down on. As a result, it’s essential to make sure you are as accurate and authoritative as possible.

Effective Fintech SEO means reaching an audience and the right audience at exactly the right time. It’s about securing that top spot in search results and in the minds of potential customers.

Why SEO in Fintech?

With the fintech industry facing a fast growing trend, there is fierce competition for clients. Fintech companies, both fresh-faced startups and established giants, as well as Fintech affiliates are in a race to innovate and capture hearts and minds.

This intense battle for attention brings unique challenges, particularly in marketing. From winning trust to navigating complex regulations, Fintech marketing is no walk in the park. Among the marketing acquisition channels, SEO is crucial for several reasons: 

1. Fintech SEO is a Good Source of Website Traffic

Organic search is often one of the highest sources of traffic for forex brokers. And sometimes, SEO traffic is the primary source. This chart from Google Analytics shows a fintech start up focused on organic search traffic:


The sheer number of search queries relevant to your brokerage every day is likely much higher than the number of clicks you can generate through channels like social media. And it would take a substantial investment to reach that number of clicks through paid ads.

Focusing on organic search gives you the potential to attract even more traffic over time if you’re able to increase your rankings.  

Book a 1-to-1 consultancy and I’ll show you how I was able to 50x search traffic in just 12 months step by step:

  • 2,700+ keywords in the top 3 positions
  • 9,200+ keywords in the top 10
  • search traffic growing from 0 visitors per month to 300k!

2. Fintech SEO Is Cost-Effective

Fintech SEO is usually a more cost-effective way to drive traffic compared to channels like pay per click campaigns.Paid acquisition requires extensive spending for creative, design, copywriting, landing pages, and experimentation. Plus, the amount you have to pay to run the ads themselves. 

With Fintech SEO, you have to spend on your website and on content production. But you don’t have to buy an ad placement. And when you start to see results from SEO in Fintech, they can continue coming in. Even if you stop or reduce spending. 

That’s not true for paid traffic. This chart from Ahrefs, one of the best SEO tools for Fintech, shows the value of organic traffic registered by one of the leading brokerages around $450.000. 


Organic traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for organically, if that traffic was paid via PPC instead. And the costs associated with this traffic is few times less than its value, including only the cost with a SEO specialist or Head of SEO, translators for SEO localisation, content writers and backlinks.

Forex brokers that invest in SEO tend to maintain or grow their results over time, even with reduced effort. But paid channels require continued ad spend to remain competitive. 

3. SEO for Forex Websites Is a Scalable Growth Channel 

SEO in the Fintech businesses is one of the few truly scalably customer acquisition channels. Think of Fintech SEO as a continuous cycle where your action (creating content) drives an output (rankings, traffic, and customer acquisition). 

And the revenue from these efforts can be reinvested back into creating more forex content that generates more rankings, traffic, and customers. This concept is known as a growth loop.

Scalable channels tend to generate incremental output that you can invest back into the channel.

For example, if you can invest $100 in paid ads and make $150, you can put the initial $100 back into the channel as well as the incremental $50. Which starts to compound. 

SEO is the same way with one exceptional benefit: When you stop doing Fintech SEO, the returns tend to continue (at least for a certain amount of time before algorithm changes or competition factor in). 

4. Fintech SEO Results Are Quantifiable

While SEO doesn’t offer the same easy-to-calculate return on investment (ROI) as paid search, you can measure almost anything with proper tracking and analytics. So, you can gauge how you’re performing and whether you need to make adjustments.

Using Google Analytics, you can track organic traffic in relation to other channels. And you can attribute conversions to SEO and even to specific pages or blog posts. And you can track keyword rankings and position changes over time using SEO tools.

Brands also want to know and understand where they were, where they are, and where they’re going in terms of digital performance – especially for SEO when they have a person/company being paid to execute on its behalf.

There’s no better way to show the success of SEO in the Fintech industry, either.

5. Fintech SEO It’s A Long-Term Strategy

SEO takes time, effort and patience before you start seeing results. 

SEO can (and hopefully does) have a noticeable impact within the first year of taking action – and many of those actions will have a lasting effect. As the market evolves, it’s best to follow the trends and changes closely.

But even a site that hasn’t had a boatload of intense SEO recommendations implemented will improve from basic SEO best practices being employed on an honest website with a decent user experience.

And the more SEO time, effort, and budget committed to it, the better and longer a website stands to be a worthy contender in its market.

See a typical pattern of my results in Fintech SEO.


Fintech SEO Components

The natural search results for keywords relevant to forex brokers are extremely competitive and many companies are trying to rank high in the results through concerted Forex SEO efforts. The two main areas through which they do that is Off-Site and On-Site SEO.

1. Keyword Research and Planning

Keyword research is the process of researching, identifying, and prioritising search terms with the goal of creating content that ranks for those search terms. 

For example, a brokerage or affiliate website would benefit from appearing for search queries related to “stock+investing”, “crypto+exchange”, “online+broker(s)”, “trading+platform(s)”, and so on. 

Keyword research is how the business identifies potential keywords and evaluates their search volume (the estimated number of searches per month) and other search metrics like Keyword Difficulty (a score that estimates how difficult it would be to rank in the top 10 results for that keyword).

To find more specific keywords that are relevant to your niche, consider using the suggested groups and subgroups in the column to the left.

Img ahrefs

Choosing a relevant term from those suggested groupings can help you find good keyword options that are more specific and likely easier to rank for. Think of keyword research as the first part of content planning. It’s the process of identifying topics that will then go into production. 

>> Learn more about keyword research

2. Content Development and On-Page Fintech SEO

Fintech SEO content development is the process of creating and optimising content that answers search queries to help it rank for target keywords. 

It can mean creating new content. Or it could be optimising existing content. Sometimes, even just optimising smaller on-page SEO components like title tags, internal links, and content structure. 

To have the best chances of ranking for a target keyword, you want to provide the best possible content in a structure that aligns with Google’s ranking factors. The most common categories in Fintech SEO are education, analysis, and news which is the dynamic content published as posts, while instruments and tools are static pages.  

On-page SEO covers anything you can do on a webpage (or internally) to improve your rankings. Here are some key on-page optimization techniques you should consider:

  • Write unique, helpful content 
  • Place target keywords strategically
  • Write keyword-rich title tags
  • Write click-worthy meta descriptions
  • Use headings and subheadings to structure your page
  • Optimise URLs
  • Add internal links
  • Add external links 
  • Include and optimise images 

>> Learn more about on-page SEO

3. Off-Site Fintech SEO

Fintech Off-Site basically means the quantity and quality of links that point to the brokers’ site, or actions taken off of your website to improve website rankings and organic traffic. Largely, this means link building and backlink management.

Backlinks are links on other websites that direct to your website. Google’s algorithm considers backlinks in its ranking factors, so your backlink profile matters. 

Off-site Fintech SEO starts with an overview of your backlink profile, information about how many domains refer to you, and your Authority Score (a metric that evaluates a domain’s overall quality and SEO performance). 

Some of the best off-site tactics you can use to boost your site’s authority and organic (unpaid) search traffic are:

  • Guest posting
  • Digital PR
  • Broken link building
  • Unlinked brand mentions
  • Social media

>> Learn more about off-page SEO

4. Technical SEO in Fintech

Technical SEO is a broad category relating to the technical infrastructure of your website and its relation to SEO. 

Stated simply, there are factors other than content, keywords, and backlinks that lead to better rankings and more traffic. Like page speed, website user experience, and mobile-friendliness. 

Technical SEO in Fintech ensures that your website can be crawled and indexed, is usable across devices, and is organised logically. All of this promotes not only better SEO results, but also better website performance and more conversions. 

Common technical SEO tasks include:

  • Submitting your sitemap to Google
  • Ensuring your website is mobile-friendly
  • Using HTTPS instead of HTTP
  • Having an SEO-friendly site architecture with logical navigation
  • Optimizing for Core Web Vitals (metrics that indicate how high quality a user’s experience is) 
  • Improving your page speed

>> Learn more about technical SEO

5. Local SEO 

Local SEO is the process of optimizing your website and online presence so that you rank higher in search results for local keywords. More consumers are using local search to find businesses and services near them, resulting in nearly half of all mobile searches being local. Case in point, if you’re not optimizing for local SEO, you’re missing out on a huge opportunity to reach potential consumers.

Let’s face it—no one wants to scroll any longer than they have to. Over 68% of all clicks on SERPs go to the top three listings. Local SEO greatly increases your chance of appearing in the Local Pack, which is the map and three listings that appear at the top of the search results page for local keywords. Ranking in the Local Pack can lead to a significant increase in website traffic as well as consumer engagement.

So how can you improve your local SEO? Here are a few tips to keep in mind:

  • Optimize your website for local keywords, including the city and state in your website title, meta descriptions and header tags.
  • Build backlinks from local websites. Backlinks from other websites are a signal to Google that your website is authoritative and trustworthy.
  • Encourage positive customer reviews. Positive customer reviews are a great way to improve your local SEO while attracting new customers.

 >> Learn more about local SEO

Monitoring and Analyzing Fintech SEO Performance

Monitoring and analyzing Fintech SEO performance is essential for identifying areas for improvement and measuring the success of your optimization efforts. By keeping a close eye on website performance, user behavior, and search engine rankings, you can make informed decisions about which strategies to refine and how to optimize your website for better results.

In this section, we’ll discuss the use of Google Analytics and Search Console, as well as the key SEO metrics to monitor.

Google Analytics and Search Console

Google Analytics and Search Console provide valuable insights into website performance, user behavior, and search engine rankings. These tools can help you track important metrics such as organic traffic, bounce rate, and conversion rate, allowing you to identify areas for improvement and optimize your Forex SEO strategies accordingly.

Google Analytics conveniently tracks page load times and user behavior. By analyzing these reports, you can identify problematic areas that need attention and improvement to change the situation in your favor.

In Google Search Console, you can find out whether all pages of your site are indexed by search bots, how user-friendly the mobile version of the site is, and understand the success of your profile with backlinks.

By leveraging these tools in your digital marketing strategy, you can gain a deeper understanding of your website’s performance and make data-driven decisions to improve your search engine rankings and overall online presence.

Key SEO Metrics

Key SEO metrics, such as Organic traffic, Keyword rankings, Bounce rate, or Conversion rate are essential for evaluating the effectiveness of your optimisation strategies. By monitoring these metrics, you can gain valuable insights into the performance of your website and identify areas for improvement.

For example, a high bounce rate may indicate that your content is not engaging or relevant to your target audience, while a low conversion rate may suggest that your website is not effectively capturing leads or driving sales. By focusing on these key metrics, you can refine your Fintech SEO strategies and achieve better results.

Keyword Ranking

Tracking your target keyword rankings in Google is critical to gauge Fintech SEO success. Tools like SEMrush allow you to monitor rankings for focus keywords. Improving rankings indicates your efforts are working. Review weekly and analyze forex competitors.

Organic Traffic

Organic traffic from search is a key goal, so monitor monthly organic users and sessions in Google Analytics. Set goals and work to grow this traffic channel through SEO. Compare to previous periods to find the difference that your search engine optimization efforts resulted in.

Click-Through Rate (CTR)

CTR indicates how well your snippets and titles entice clicks from searchers. Aim for CTR of over 2%. Check Analytics for query-level CTR data. Optimize low-performing pages.

Bounce Rate

High bounce rates can point to many issues, such as improper loading of page content, incorrect display, poor user experience, or low quality content. Make sure the bounce rate is under 50%. Analyze landing page bounce rates to identify bad pages. Improve content quality, value, and engagement to reduce bounces.

Conversion Rate

Conversion rate optimization refers to the percentage of visitors that convert into leads or sales. It varies based on different business models. For forex websites, you should aim for a conversion rate of above 10%. You can maximize your conversions with clear calls-to-action, optimized pages, and frictionless user experience.

Common Fintech SEO Mistakes to Avoid

To ensure the success of your Fintech SEO efforts, it’s important to avoid common mistakes that can hinder your website’s performance and search engine rankings. Some of these mistakes include:

Keyword Stuffing

Stuffing pages with keywords in an unnatural way is a big SEO mistake. Though keywords are important, over-optimization creates a bad user experience.

Solution: Don’t cram keywords repeatedly in forex content or meta descriptions. Use them sparingly and conversationally. Similarly, avoid keyword stuffing in image names, URLs, or headers.

Moderation is key – focus on useful forex trading content that provides value to users.

Duplicate Content

Identical or thin content on different site pages dilutes page authority, causing ranking issues.

Solution: Use Copyscape or other plagiarism checker tools to detect duplication. Avoid publishing the same content across sites you manage.

Fix duplication by redirecting duplicate pages to a single canonical version. Produce fresh, original forex trading content for each page.

Absence of Long-form Content

Many trading website owners have little to no content or only short-form content. While short-form content is great for users who want quick tips, it often lacks value.

Solution: In addition to short-form content, you should also incorporate thorough, long-form guides, ebooks, and resources centered around keywords that users want help with. For instance, create comprehensive guides on “How to Buy Crypto” or “Day Trading for Beginners”

In-depth content, especially in the online trading industry, builds trust and authority.

Broken Links

Broken links frustrate users and damage credibility.

Solution: Check for broken internal links using ScreamingFrog or Google Search Console. Fix or remove broken pages. Implement 301 redirects so search engines can find relocated pages.

Avoid link rot by regularly checking site links.

Poor Website Structure

Unorganized sites with poor navigation hurt UX and SEO. 

Solution: You need to structure content and pages clearly around logical categories and user intents. Make key pages easily discoverable with site links and architecture mirroring menus. Eliminate orphaned pages by linking related content together.

Enable easy on-site search for users to find what they need.

Fintech SEO Agency vs Fintech SEO Freelance Specialist

Hiring an SEO professional is not always an easy task either. It requires money, time, vision, communication, more time, and some other things that will undoubtedly need to be fixed over the course of time.

In addition, Fintech companies are subject to strict rules and regulations. Thus, engaging in deceitful Fintech SEO tactics could affect not only your rankings but also the legality and legitimacy of your Fintech business.

If you want to both rank well in search engine results pages and consistently appeal to your target audience, you’ll need to optimise your website to enhance all user experiences.

There are many advantages to choosing a freelance SEO expert over an Fintech SEO agency for your needs. For one, you’ll communicate directly with the person doing the work rather than going through a middleman. This means you can get faster responses and more personalised attention.

Freelancers also tend to have lower overhead costs than agencies, which means they can often offer more competitive pricing. Additionally, because freelancers typically work on a project-by-project basis, they have a vested interest in delivering quality work that meets your specific needs and goals.

However, the most important aspect is to understand your industry. For this reason, for example, I do not take SEO tasks into consideration from other industries except for the one I really understand. 

Get Professional Help for Forex SEO

Search engine optimization is an ongoing process that takes a lot of time and effort to bring results. And there are over 200 factors that ranking algorithms take into account. While some SEO techniques and tricks are easy to implement, others require in-depth knowledge and expertise.

Book a Call!