Financial Services SEO

We begin every engagement with a comprehensive audit that evaluates your current SEO performance from top to bottom. This includes assessing your keyword rankings, backlink profile, and technical infrastructure. We review your website’s ability to be crawled and indexed, uncovering any underlying issues that may be holding back visibility. Site speed, mobile optimisation, structured data, and internal linking are also analysed to ensure your digital foundations are solid. These insights help us identify both immediate quick wins and longer-term strategic opportunities, giving your financial services company a clear roadmap for growth.

Keyword research is about far more than search volume — it’s about understanding how your potential customers think, what they search for, and how their needs evolve. We dive into high-intent keywords that align with your services, whether it’s “small business tax planning” or “ethical investment advice UK”. From there, we group related terms into focused topic clusters and align them with your site’s architecture. This ensures every page is targeting a distinct, strategic purpose and is tailored to match the user’s intent at various stages of their decision-making journey.

In financial SEO, creating content that educates, informs, and converts is critical. We write and optimise SEO content that breaks down complex subjects without oversimplifying — giving your audience confidence in your expertise. This spans everything from core product pages and long-form guides to interactive tools, case studies, and blog posts that reflect the needs and concerns of your target audience. By combining clarity, credibility, and structure, we ensure your site engages users and guides them seamlessly towards the next step — whether that’s an enquiry, a download, or a phone call.

Google’s quality evaluators pay special attention to financial content because it directly impacts people’s well-being and decision-making. That’s why we build Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) into every aspect of your site. We help highlight your firm’s credentials, showcase your advisers’ qualifications, and reinforce credibility through transparent content and policies. Author bios, regulatory disclosures, and expert-reviewed articles form part of this framework. At the same time, we collaborate with your legal and compliance teams to ensure all content meets regulatory standards while improving search engine rankings.

A well-structured, technically sound website is fundamental to SEO success. Our team handles everything from crawlability and indexing to page speed and mobile responsiveness. We make sure your site is fast-loading, secure (HTTPS), and well-organised for both users and search engines. We also look at canonicalisation, structured data, and sitemap configuration to ensure your content is easily discoverable. Whether you're using legacy financial platforms or modern CMSs, we tailor our approach to ensure optimal performance and future scalability — all while enhancing the user experience.

Local SEO is essential if your services are tied to a specific geographic location — especially for firms with physical offices or region-specific offerings. We optimise your Google Business Profiles to ensure they are complete, verified, and aligned with your target search terms. We also create location-specific landing pages that speak to the needs of customers in your area and ensure your contact details are consistently formatted across all 3rd party sites. This helps your firm appear in map packs, “near me” queries, and city-specific searches, driving more qualified local traffic and enquiries from your immediate target audience.

In the financial sector, backlinks are both valuable and hard-earned. We develop creative, content-led strategies to acquire high-authority links from relevant and respected sources. This might include publishing data-driven reports, creating financial tools or calculators, or distributing expert-led content to industry publications. We also engage in digital PR and outreach to ensure your best content gains the visibility — and credibility — it deserves. Every link we pursue is designed to reinforce your authority and improve your organic search engine rankings sustainably over time.

SEO is an ongoing process, and we believe you should always know how your investment is performing. That’s why we provide clear, concise reports that focus on the metrics that matter: keyword movements, organic traffic, on-site engagement, and conversions. We break down what’s working, what’s improving, and where we’re focusing next. Whether you’re tracking ROI, lead generation, or technical fixes, our reporting offers the insight and accountability you need — all backed by strategy, not guesswork.

SEMRush provides a wide range of features to help with keyword research, competition analysis, backlink audits, and content optimisation. Through SEMRush, we track our client’s rankings, run weekly site audits to quickly identify new issues, monitor unlinked brand mentions, and track lost backlinks to recover. It also allows for the monitoring of various social media metrics and advertising research meaning it can be used for far more than just SEO.

Screaming Frog supports our SEO efforts by providing automated crawls of our client’s sites to extract valuable data such as URLs, metadata, headers, and page content. We use this information to fix issues such as broken links, duplicate content, missing tags, and other technical SEO problems. Screaming Frog also provides advanced features such as analysing page load speed, generating XML sitemaps, and integrating with GA.

Majestic is our preferred backlink analysis tool. It provides a comprehensive database of link data, allowing us to track and analyse client backlinks as well as those of their competitors. With Majestic, we can view detailed information about the quality and quantity of links, anchor text, and referring domains. It also provides tools for link building, keyword research, and a site explorer. When it comes to backlink analysis, few tools are better.

We believe reports should be automated, timely, and available at a moment’s notice, answering business questions quickly and accurately. DashThis allows us to achieve this through customised reports built for your specific needs. It integrates with a wide range of marketing platforms including Google Analytics, Facebook Ads, and Instagram, allowing us to consolidate data from different sources into a single report.