How to Rank Financial Services Companies: The Complete SEO Guide

The growing digital presence of every kind of business under the sun is making the market extremely competitive for every sector. The finance sector and finance service companies are no different in this situation. Financial services companies face unique challenges when it comes to search engine optimisation. Unlike other industries, finance operates in the YMYL (Your Money or Your Life) category, where Google applies heightened scrutiny to ensure content meets the highest standards of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

For UK-based financial services firms whether you’re an independent financial adviser (IFA), mortgage broker, or wealth management company ranking well in search results isn’t just about driving traffic. It’s about establishing credibility, building trust, and connecting with clients who need your expertise most. 

Let’s look broadly at the topics that are to be covered here:  

How to Rank Financial Services Companies: The Complete SEO Guide

• 1. Understanding Keyword Strategy & Search Intent
• 2. Site Architecture & Internal Linking
• 3. On-Page SEO & Content Quality
• 4. Technical SEO & Trust Factors
• 5. Structured Data & Rich Snippets
• 6. Local SEO (UK Focus)
• 7. Creating Diverse, In-Depth Content
• 8. Off-Page SEO and backlinks
• 9. Monitoring & Continuous Improvement
• 10. Compliance & Regulatory Considerations
• 11. Loop Digital Case Study: SEO & PPC Success for Finance Business
• 12. Ready to Transform Your Financial Services Business?
• 13. Why Choose Loop Digital?

1. Understanding Keyword Strategy & Search Intent

The foundation of successful financial services SEO lies in sophisticated keyword targeting that goes beyond broad terms. Rather than competing for highly competitive phrases like “financial advice”, savvy firms focus on niche, long-tail keywords that deliver better ROI. Instead of chasing highly competitive phrases like “financial advice”, leading finance firms much like our clients showcased on our Finance Sector page focus on precise, long-tail keywords that deliver stronger ROI and attract the right audience.

By studying client industries and audiences, you can identify high-intent search terms that connect directly with target groups. For example, phrases such as “financial adviser for teachers UK” or “pension planning for NHS workers” show clear intent, face less competition, and reach prospects who are already primed to engage.

For financial services SEO, your keyword map should centre on:

• Technical & Trust-Related Keywords might focus on compliance and credibility, such as “GDPR-compliant financial services”, which are particularly important in regulated sectors.

• Informational Queries might cover finance-specific topics like “What is a SIPP pension?”, “how to apply for a business loan”, or “pros and cons of car finance”, helping position your brand as a trusted resource.

• Navigational Searches can target brand-specific or service-specific lookups, such as “Hargreaves Lansdown login”, “Barclays business loans”, or “KPMG accountants near me”.

• Transactional & Local Searches should capture high-intent leads ready to take action, for example “compare mortgage rates”, “find IFA near me”, “business loans LOCATION”, “car finance LOCATION”, or “accountant near me”.

Tools like Semrush, Ahrefs, or MarketMuse are excellent for keyword research and competitor insight

2. Site Architecture & Internal Linking

Your website’s architecture should reflect the clear hierarchy of your services whilst making navigation intuitive for both users and search engines. Start with a logical structure: homepage leading to primary service pages (mortgages, pensions planning, investments, financial planning, wealth management), which then branch into more specific offerings.

Internal linking plays a vital role in distributing page authority throughout your site whilst helping users discover relevant content. Link from your blog posts about pension planning to your dedicated SIPP advice page, or connect articles about first-time buyers to your mortgage services. This interconnected approach improves both SEO performance and user experience, encouraging visitors to explore your expertise more deeply.

Ensure a clean, user-friendly structure:

Homepage → Services (e.g. Business Loans, Asset Finance, Property Finance) → Blog → Resources (Guides, Tools)

Link related services and educational content to clarify topic relevance and strengthen SEO equity across the site

3. On-Page SEO & Content Quality

On-page optimisation for financial services demands meticulous attention to detail. Your title tags should include primary keywords whilst remaining compelling and click-worthy. Meta descriptions must summarise page content effectively within the 160-character limit, incorporating relevant keywords naturally.

• Titles – Include primary keywords such as ‘Financial business advisor LOCATION’ or ‘Easy business loans in LOCATION’, keep under 60 characters, and make them compelling.

• Headers (H1, H2, H3) – Use clear, keyword-rich headings to structure content logically and improve readability.

• URLs – Keep short, descriptive, and relevant to the page topic, using hyphens between words.

• Meta Descriptions – Write persuasive summaries under 160 characters, incorporating target keywords to boost click-through rates.

• Alt Text – Describe images accurately with relevant keywords to improve accessibility and image search rankings.

You might also like:  On page and off page SEO

URL structure matters significantly in the financial sector. Clean, descriptive URLs like “/pension-planning-advice” perform better than generic parameters and help users understand page content before clicking.

Content quality cannot be overstated in financial services. Every piece must demonstrate E-E-A-T principles through:

• Experience: Real-world examples and case studies
• Expertise: Technical accuracy and comprehensive coverage
• Authoritativeness: Author credentials and industry recognition
• Trustworthiness: Transparent disclaimers and regulatory compliance

Use plain language to explain complex financial concepts, breaking up technical jargon with clear explanations and practical examples. Remember, your content serves clients who may be navigating financial decisions for the first time.

Furthermore, it is important to note that content has its very specific specifications. Most blogs opt to interlink to a suitable site of information. However, news articles, newsletters and other more official forms of information on the internet opt to go for a reference list at the bottom of the text or footnotes. 

Also read: Content marketing to grow your business

4. Technical SEO and Trust Factors

Technical SEO for financial services requires a strong focus on performance, security, and compliance. Technical performance directly impacts your ability to rank well and convert visitors. Page load speed should ideally remain under three seconds crucial for both user experience and search rankings. Achieve this through image compression, code minification, browser caching, and choosing quality hosting.

Mobile-first indexing means Google primarily uses your mobile site version for ranking decisions. Ensure your responsive design provides excellent experiences across all devices, with easy navigation, readable fonts, and accessible contact information.

• Page Speed & Core Web Vitals – Use tools like Google PageSpeed Insights to monitor performance. Optimise images, minify code, and enable lazy loading to improve loading times and meet Core Web Vitals benchmarks (LCP, FID, CLS).

• Crawling & Indexing – Ensure your site is easily crawlable by search engines through a clean XML sitemap, correct robots.txt configuration, and resolve crawl errors in Google Search Console.

• HTTPS Security – Secure your website with an SSL certificate to protect user data and signal trust to both visitors and search engines.

• Mobile Responsiveness – Design for all devices, aligning with Google’s mobile-first indexing requirements.

• Regulatory Compliance – Maintain GDPR compliance with transparent privacy and cookie policies, clear disclosure statements, and proper data handling practices.

You might also be interested in: What is Technical SEO and Why is it Important? – 4.1. SEO Course by Ahrefs

5. Structured Data & Rich Snippets

Structured data markup helps search engines understand your content context, potentially leading to rich snippets that improve click-through rates. For financial services, relevant schema types include:

• Service Schema – Highlights the financial services you offer, such as mortgages or wealth management.

• Financial Product Schema – Details specific financial products, e.g., loans, insurance plans, or investment packages.

• Organisation Schema – Provides information about your company, including name, logo, contact details, and location.

• FAQ Page Schema – Displays common questions and answers directly in search results, improving click-through rates.

• Review Schema – Showcases ratings and customer feedback to build trust and authority.

• Privacy Policy Schema – Signals compliance by marking up your privacy policy page for transparency.

Always validate markup with Google’s Rich Results Test and monitor performance in Search Console.

Tell me more about structured data and rich snippets: Introduction to Rich Snippets

6. Local SEO (UK Focus)

For UK financial services firms, local SEO often determines success or failure. Most clients prefer working with nearby advisers, making local visibility crucial for lead generation.

• Google Business Profile Optimisation – Ensure your NAP (Name, Address, Phone number) is accurate and consistent across all platforms. Add detailed service descriptions, business hours, and high-quality photos, and encourage genuine client reviews to boost trust and local rankings.

• Location-Based Keywords – Integrate targeted phrases like “IFA in LOCATION” or “Business Loan LOCATION” into page titles, meta descriptions, and on-page content to improve relevance for local searches.

• Directory Citations – Maintain up-to-date listings in reputable directories such as Unbiased and VouchedFor, ensuring all details match your Google Business Profile to strengthen local SEO signals.

Build consistent citations across relevant directories and local business listings. These citations reinforce your local presence whilst providing additional avenues for client discovery.

Encourage satisfied clients to leave reviews on Google and industry-specific platforms. Positive reviews improve local rankings whilst building social proof that influences potential clients’ decisions.

Also read: Does Google automatically localise search results

7. Creating Diverse, In-Depth Content

Modern SEO rewards comprehensive, valuable content that thoroughly addresses user needs. Move beyond basic blog posts to create diverse content formats that showcase your expertise:

Educational resources such as detailed guides to pension transfers or first-time buyer advice establish authority whilst serving genuine user needs. Interactive tools like retirement planning calculators or mortgage affordability assessments provide immediate value while capturing leads.

Video content explaining complex topics often performs well in search results while accommodating different learning preferences. Webinars and podcasts demonstrate thought leadership whilst building personal connections with potential clients.

Infographics can simplify complex financial processes, making them more shareable and link-worthy. Whitepapers and e-books positioned as lead magnets help build your email list whilst showcasing deep expertise.

Keep all content fresh through regular updates, especially when regulations change or market conditions shift. Search engines favour recently updated content, particularly for YMYL topics where accuracy is paramount.

Also read: How to create my content marketing strategy?

8. Off-Page SEO and backlinks 

Off-page SEO is crucial because it signals to search engines that your website is trustworthy, authoritative, and relevant within its industry. While on-page SEO optimises content and structure, off-page factors such as high-quality backlinks, citations, and brand mentions—act as endorsements from other reputable sources. For financial services, where trust and credibility are vital, strong off-page SEO can significantly improve search rankings, drive referral traffic, and enhance brand reputation. It helps you compete in a crowded market by building the authority needed to rank for competitive keywords and attract clients who value expertise and reliability.

• Off-page SEO builds your website’s authority and trust through external signals. For financial services, focus on:

• Quality Backlinks – Secure inbound links from reputable sources such as industry publications, financial blogs, chambers of commerce, and trusted local partners. These signals credibility to search engines and can drive targeted traffic.

• Citations & Brand Mentions – Ensure your business details appear consistently on trusted directories, news sites, and finance-related platforms. Even unlinked brand mentions can improve visibility and authority.

• Backlink Monitoring – Regularly review your backlink profile using tools like Ahrefs or Google Search Console to identify low-quality or spammy links.

• Link Disavowal – Remove or disavow harmful links that could damage your search rankings, keeping your profile healthy and compliant with Google’s guidelines.

9. Monitoring & Continuous Improvement

Monitoring and continuous improvement are essential to sustaining SEO success for financial services. Regular tracking allows you to see what’s working, identify gaps, and refine your approach. Use Google Analytics and Search Console for core performance data, while premium SEO platforms like Semrush or Ahrefs offer deeper keyword and backlink insights. Conduct periodic audits to assess technical performance, content quality, and mobile usability, ensuring compliance with E-E-A-T and YMYL standards. Stay agile, Google algorithm updates can impact rankings, so adapting quickly ensures you remain competitive.

Regular audits should assess:

• Page loading speeds across different devices
• Mobile compatibility and user experience
• Crawl errors that might prevent indexing
• Keyword ranking changes and opportunities
• Competitor activities and market shifts

Use this data to refine your strategy continuously, adjusting keyword targets, improving underperforming content, and capitalising on new opportunities as they arise.

10. Compliance & Regulatory Considerations

Financial services SEO must balance search performance with regulatory compliance. Ensure all content includes appropriate risk warnings and disclaimers as required by the Financial Conduct Authority (FCA). Claims about investment performance or advice outcomes should be substantiated and presented within a proper regulatory context.

Privacy policies must clearly explain data collection and usage practices, particularly important given GDPR requirements and the sensitive nature of financial information. Regular compliance reviews help maintain trust whilst avoiding potential regulatory issues that could impact your online presence.

You might also like: Everything you need to know about GDPR compliance

11. Loop Digital Case Study: SEO & PPC Success for Finance Business

The client operates as a financial intermediary, connecting businesses with appropriate lenders for various financing solutions including asset finance, property finance, business loans, and franchise finance.

The problem: The new finance company faced zero brand awareness in a competitive national market, ranking for only 3 keywords with no organic search visibility. Their poor-performing website wasn’t converting visitors or representing the business professionally, leaving them unable to compete against established international businesses in business loans and equipment finance.

Loop Digital’s Solution: Loop Digital implemented a comprehensive three-step strategy: complete website redesign for improved user experience, integrated SEO with strategic content creation targeting buyer journey stages, and multi-campaign PPC including competitor targeting and remarketing. Full account management with monthly consultations ensured responsive adaptation to the fast-changing finance industry.

The numbers say it all!

• 407 keyword rankings achieved
• 350 organic searches 
• 603% increase in conversions within the first 3 months
• 377% increase in paid traffic to the website
• 70% reduction in cost per conversion over the 2 years
• Business loans campaign transformation: From 9 monthly conversions to 342 conversions within 2 years (3,700% increase)

Overall Impact:

The client successfully established itself as a competitive force in the UK finance sector, achieving rapid business expansion whilst significantly reducing their customer acquisition costs. The integrated approach delivered sustainable growth through both organic and paid channels, positioning them effectively against established international competitors.

Read full case study here: Boosting Awareness and Leads: SEO & PPC Success for Finance Firms

12. Ready to Transform Your Financial Services Business?

At Loop Digital, we understand the unique challenges facing finance companies in today’s competitive digital landscape. Our wide range of SEO services is specifically tailored for the financial sector, combining technical expertise with deep industry knowledge to deliver measurable results.

Why Choose Loop Digital?

Expert Marketing Consultancy – Our team knows what’s best for your firm, having helped numerous financial services companies achieve remarkable growth

Take the Next Step:

• Explore our wide range of digital marketing services designed specifically for financial companies
• Discover more success stories from finance businesses just like yours
• Book your FREE 30-minute consultation today and discover how we can transform your digital presence

Don’t let your competitors gain the advantage. Our marketing consultancy team knows what’s best for your firm and has the proven expertise to deliver results that matter.