Quick links
Competition in the FinTech market is tough in 2025. No matter your finance niche, from Insurtech to banking and trading, spaces are becoming increasingly congested, making it even more difficult to increase market share – especially for start-ups competing against behemoth enterprises who have resource and money to spare.
But one area where Fintechs of any size can make an impression is SEO. Unlike other marketing channels that rely on intense amounts of resource or money, SEO acts as a more level playing field that relies on good web practices and smart targeting strategies. With your own SEO strategy, or one developed by an SEO agency for Fintech, you can begin to bring in users that are relevant to your business aims and work them towards conversions.
To help you start on your journey to using SEO as your market-breaker, we’ve provided 5 different strategies that you can use to effectively boost search visibility where it matters.
1. Target Long-Tail Keywords to Attract Qualified Leads
The evolution of the organic search landscape in 2025 is trending towards a more conversational environment. Users, now more familiar with AI-generated search responses, voice search, and search engines that can more capably handle niche terms and needs, are now turning to long-tail keywords to find what they’re looking for online.
Understanding Long Tail Keywords
Long-tail keywords are longer and more specific search queries that more closely align to the search result the user is looking for. For example, rather than just looking for “Financial reporting software” a user might use the query “Financial reporting software for startups”, seeking a software platform that is well-suited to the size of their business.
Adapting to this change can be extremely fruitful for your organic lead generation. While the evolution does mean a much more complex keyword landscape for each niche, it also provides you the opportunity to target your ideal customer profile more specifically than before.
Adapting Your Search Term Targeting
By targeting results that fit your ideal target customer and business profile, and developing page content that appeals to them directly, you can attract leads that are more likely to pass a sales or product qualification process.
For instance, if you’re selling a piece of financial reporting software that is designed for enterprise businesses, and you want to attract leads qualified for this, then targeting the keyword “Enterprise financial reporting software” , while having a small monthly search volume (10 per month according to AHREFs) will yield you with extremely valuable traffic that is not only likely to convert into business enquiries but also produce leads that have a higher chance of passing your sales and product qualification processes.
2. Seek Search Platform Diversity
SEO is often treated as exclusively optimising a website for Google. But in 2025, the search and organic discovery landscape is a much different place than what it was a decade ago. While Google is still head and shoulder above, there are now a large number of platforms that are used for organic discovery, especially when it comes to seeking businesses.
Platforms for Fintech Businesses
Users conducting B2B research for a specific financial service may use a platform such as LinkedIn if they want to find relevant businesses. Alternatively, they may use a third-party platform with authority around their service areas. For instance, with Finance, they may seek advice through the Better Business Bureau. For technology firms, they may use the G2 platform. Alternatively, even if they don’t find the business on these platforms initially, users may look to them and their service-related authority to validate discovery through search engines.
While these are independent platforms, users will still be finding and discovering them as part of their organic search journey. Appearing on these platforms also reinforces the authority of the business through external link signals.
Optimising for Platform Diversity
It’s important, therefore, for business to conduct research into relevant third-party review or accreditation platforms and get themselves listed on these. When it comes to search-related platforms such as LinkedIn, optimisation can be conducted in a similar way to traditional search – ensure your business page contains the terms your target users are likely to be searching for (in a sensible format, do not make it repetitive or spammy).
3. Find and Guide Users from Discovery to Conversion
Exclusively targeting search queries with transactional intent is a dying strategy in organic search. Even if you were to rank highly for these queries, you’re only going to bring in a portion of the traffic – and there’s no guarantee that portion of traffic will translate to a conversion. For both users and search engines, a more comprehensive strategy is required.
The Conversion Funnel
To truly expand your search and business visibility, you need to gain a presence at all stages of the conversion funnel.
Before users know that they need your service or product, they have a problem or frustration that needs overcoming. Once they’re aware of your proposition, they need to know it is worth investing in. Once they are sure that what you and your competitors are offering is worthwhile, you need to guide them towards engaging with you specifically. This flow is known as the conversion funnel as users move from discovery or awareness, to interest, consideration, and then conversion.
Transactional queries only target users at the conversion stage – but if that’s the first place they’ve seen you, chances are they won’t be as enthusiastic about converting as they would be with a business who has been with them from the beginning of the journey. That’s why covering the entire funnel is so critical for your search strategy.
Covering the Entire Funnel
Research and discover the search queries users will be using at all stages of the funnel. Using the same example from earlier, a business who sells a reporting platform should begin by targeting users who are frustrated with their existing reporting processes. They may be seeking better reporting efficiency, improved visualisation, or a method to more accurately aggregate data. They can create content that suggests practical solutions to these problems, including reporting software as one of the suggestions. This should then link to the next content piece in the funnel – providing users with the advantages of using a reporting platform as they move from awareness to conversion. After this, supplementary content pieces around how a reporting platform works for their niche or industry can help drive users towards conversion. Finally, if necessary, content that highlights the advantage of your business’ proposition over competitors provides a final step in the conversion funnel.
Search Benefits to Better Funnel Coverage
This method has a secondary purpose. By creating content that covers the entirety of your topic, you better demonstrate your expertise and improve your site’s topical authority to crawlers. Search engines adopt a strategy of assessing how helpful a website is for users with basic-level knowledge of subject matter. The better your content informs users of this level, and the better the journey they have on your site, the better search engines will assess you as an expert. Additionally, by appearing across the entire funnel, you’ll gain a greater brand authority which is a crucial signal for better search presence in 2025.
Improving Search Presence for Fintech
The 2025 search landscape is very much in a transitional state as users utilise new forms of search and validation, and search engines adapt to better meet user needs and expectations for their platform. But, with the strategies we’ve outlined, you can improve your online visibility in a method that will matter; taking advantage of modern ways of searching, thinking outside the box when it comes to improving organic visibility, and driving users all the way through the conversion funnel.
This can be a large undertaking – especially for Fintech businesses without a fully fleshed-out marketing or SEO function. In those cases, to leapfrog your competitors and gain the organic visibility your business needs, our Fintech SEO services employ these strategies – and more – to drink search traffic that will help you reach your goals. Get in touch for more information or view our fintech SEO case studies to see how we’ve driven results for similar businesses.
