If you're in the finance industry and you're struggling to rank, this is for you. These are the key takeaways from our "Is SEO dead for Financial Services?" whitepaper (linked on slide 25).

1. © equimedia
How financial services marketers can
maximise visibility in search.
SEO for the
Finance Industry

2. If you thought SEO in the
financial services industry was a
challenge, you’d be right.

3. If you thought SEO in the
financial services industry was a
challenge, you’d be right.

4. This slideshow is a summary of our latest whitepaper.
Go to slide 27 for a link to the full version

5. The Problem

6. There are fewer ad spaces in
Google search results

7. …which means it’s harder than
ever to be seen

8. …and it’s not just paid positions

9. When we looked at the 3,077
most popular financial search
terms, we found:

10. 52%
of the top 10 organic financial services
search results are taken by aggregators
and consumer advice sites

11. …so it’s more important than
ever to have a joined-up SEO
& PPC strategy.

12. What financial services
marketers need to do

13. Profile your customers
knowledge is power – use it to inform your
content so you can provide information that is
right for your customers at each stage of the
purchase decision journey

14. Invest in a content strategy
by developing valuable content for your
customer, you’re delivering real value and
improving your natural search results

15. Focus
it’s possible to hold a strong position as a non-
aggregator –when you focus efforts on a few
terms that drive sales

16. How do you decide
what to focus on?

17. Regularly research keywords
make sure you’re on top of every stage of the
purchase journey– and the keywords your
customers are using at each stage

18. Identify content gaps
find the searches your customers use that you
(and your competitors) haven’t got covered in
your content – they’re opportunities. Make sure
to plug the gaps once you’ve found them

19. Look for your niche terms
unique to your USPs, products and customers
search behaviour that drive downstream sales

20. Allocate budget for tests
you don’t need a huge budget to run small tests
but the resulting data can be used to your
advantage

21. Invest in paid channels
no channel operates in isolation, so invest in
paid channels, then carry out attribution analysis
to track the impact of niche terms on ROI

22. Use paid channels to test new
content ideas
by driving paid traffic towards A/B landing page
tests, you can see what works best and inform
your content development strategy

23. Prioritise upcoming content
Make sure you align the production of key
content with market seasonality

24. Run a technical audit
your site may have epic content, but if you’re
ignoring the technical side, you’re losing out

25. Don’t stop once you hit “publish”
Make sure to amplify your content intelligently–
make sure it gets in front of the right audience

26. Measure
Make sure you’re tracking your content
performance. Stay plugged in to what’s working
well and what isn’t

27. Download the full whitepaper
Your guide to ranking
in search as a finance
brand

28. Get in touch
We’ve worked with some of the UK’s top
finance brands, and we can help you, too.
01793 715440 | new.business@equimedia.co.uk