Your audience is searching online for financial guidance right now. They are typing questions into Google about retirement planning, investment strategies, and market insights. Strong financial services SEO helps your financial media content appear in those search engine results.
If you want to attract more readers and subscribers from Google, an SEO audit for financial media shows you exactly how to capture qualified organic traffic and turn searchers into loyal followers. Here is everything you need to review, broken into 7 steps tailored for the financial services sector.
What Is SEO for Financial Media?
SEO, or search engine optimization, is the process of improving your visibility when people search online for financial topics, financial news, and financial education.
When someone types “retirement planning near me” or “how to start investing,” your financial media website should appear at the top of the search engine results so readers can discover your content instantly.
For financial media companies, a strong SEO strategy delivers major benefits:
- Qualified leads find you directly: People actively searching for financial information already have strong intent, so your organic traffic includes users who want trustworthy content.
- You build credibility and authority: Ranking high on Google signals expertise. Users often assume the top results are the most reliable financial media brands.
- Cost-effective audience growth: Unlike paid ads that stop working as soon as you stop paying, well-optimized financial services content continues attracting traffic for months or even years.
In fact, ROI from SEO for the financial services industry is over 1,000%. It’s one of the best digital marketing strategies because it’s more passive than social media or email marketing.
Does SEO Work for Financial Media?
YES. The financial services industry is extremely competitive online, but the right financial media SEO strategies help you attract more readers, subscribers, and long-term followers.
SEO and blogging remain powerful even in the age of AI. Although people use generative tools like ChatGPT, 99% still rely on traditional search engines like Google.
AI platforms collect their information from financial media websites that already rank well in search engine results.
This means high-quality, optimized financial media content works twice as hard for you. You improve your search visibility on Google and you become a trusted data source for AI tools. When someone asks ChatGPT about investing or retirement, the platform may reference your optimized article on 401(k) rollovers, stock market strategies, or personal finance basics.
In 2025 and beyond, strong SEO efforts help financial media brands build authority across multiple platforms. You gain visibility on search engines, AI platforms, and everywhere your audience is actively searching for information.
What Is the Purpose of an SEO Audit?
An SEO audit examines your website’s current performance and identifies improvements that can increase your search engine rankings. It acts as a complete health check for your financial media SEO.
Many financial media publishers think their website is performing well because it looks modern or visually appealing. Design alone does not guarantee strong SEO performance. Your site may have technical SEO issues, missing optimizations, or content gaps that prevent readers from finding you.
An SEO audit answers key financial media SEO questions such as:
- Which relevant keywords should you target to reach your ideal audience?
- What technical issues are hurting your search visibility and rankings?
- How does your financial media website compare to direct competitors?
- Which pages need optimization to turn readers into subscribers or repeat visitors?
- What content gaps exist in your current financial media strategy?
In short, an SEO audit builds the foundation for higher search engine results, stronger organic traffic, and long-term SEO success for your financial media website.
How Do You Perform an SEO Audit for Financial Media?
SEO companies evaluate several core areas of your SEO performance when completing an audit. These areas show how well your financial media website is ranking and where improvements are needed.
- Technical SEO
- Keyword research
- On-page optimization
- Off-page SEO
- Content gap analysis
- Local SEO
- Analytics
Here is a closer look at how these financial media SEO service areas impact your overall search visibility.
1. Technical SEO
Technical SEO focuses on how well search engines can crawl, understand, and index your financial media website. Even the most informative content will struggle to rank if Google has difficulty accessing your pages.
Check these technical elements:
- Website speed: Use Google PageSpeed Insights to identify slow-loading pages. Financial websites often include charts, graphics, large images, and interactive elements that can reduce site speed and hurt search visibility.
- Mobile optimization: Review every page on multiple screen sizes. Google prioritizes mobile-friendly websites, and most readers consume financial content on mobile devices.
- Site structure: Every page should be accessible within three clicks from the homepage. Create clear navigation to important sections such as categories, news updates, guides, and contact pages.
- Technical issues: Fix broken links, duplicate content, crawl errors, and missing meta descriptions. These problems signal poor maintenance to search engines and affect your overall SEO performance.
Technical SEO can be overwhelming, which is why most financial media companies benefit from an SEO health check performed by a professional rather than attempting to manage everything on their own.
2. Keyword Research
Keyword research shows what your target audience is actively searching for when they need financial information. This research shapes your content strategy and helps your financial media website compete for the most valuable search terms.
Focus on these keyword types:
- High-intent keywords: Target phrases such as “best retirement planning strategies,” “how to start investing,” or “financial news for beginners.” These users are actively looking for in-depth educational content and trustworthy financial media sources.
- Local keywords: If your financial media brand covers regional markets, research terms like “stock market news in [your city]” or “[your area] personal finance updates.” Local keywords often have less competition and attract highly engaged readers.
- Competitor gaps: Use tools like SEMrush or Ahrefs to discover which keywords drive traffic to competing financial media websites. Look for gaps where competitors rank poorly or have thin content.
- Long-tail keywords: Target specific phrases such as “how to rollover 401k to IRA without penalty,” “best investment strategies during inflation,” or “personal finance tips for college graduates.” These terms attract highly qualified readers and usually come with lower competition.
Balance search volume with keyword difficulty. Broad terms like “investing” or “financial news” have extremely high competition from major financial institutions and national media outlets. More specific terms, such as “how to start a Roth IRA for beginners,” often provide realistic ranking opportunities and stronger engagement.
3. On-Page SEO Strategies
On-page SEO optimizes each page of your financial media website so it can rank higher and attract more relevant traffic from Google search results. There are several important components to on-page SEO.
Title tags and meta descriptions create the first impression in search results. Write clear, compelling titles under 60 characters that include your target keyword. For example: “Retirement Planning Guide for 2025 | Financial Media Insights.”
Meta descriptions should be around 150 to 160 characters and clearly explain what readers will learn or gain from the page.
Your header structure establishes a clear content hierarchy for search engines and for your audience:
- H1 tag: Use once per page with your primary keyword.
- H2 tags: Organize your major topics or content sections.
- H3 tags: Break down supporting details under each H2.
- H4 tags: Use as needed for smaller points within H3 sections.
Content quality and E E A T factors influence how Google evaluates your authority. Financial topics require high trust, so publish accurate, well researched information across your financial media website. Include expert contributions, citations, and detailed insights that demonstrate your experience.
With the latest Google “Experience” updates, it’s more important than ever to draw on your personal experience and opinions, so don’t be afraid to write in the first person and reference things that have happened over the course of your career to build a strong online presence.
4. Off-Page SEO
Off-page SEO builds your website’s authority and helps search engines evaluate the trustworthiness and relevance of your financial media brand. The main focus is earning high quality backlinks from reputable websites.
Quality backlinks act as votes of confidence. Search engines view links from established financial publications, finance industry associations, and credible media outlets as strong endorsements of your expertise.
A single link from a respected source such as MarketWatch, Investopedia, or a well known regional news outlet can significantly increase the search visibility of a financial media website.
Financial media brands can earn backlinks by:
- Contributing expert commentary to financial news platforms
- Publishing authoritative resources and guides
- Collaborating with industry partners
- Participating in community or industry events
You can monitor your backlink profile using tools like Ahrefs. You can also remove or disavow links from spammy websites that could hurt your rankings. Google penalizes websites with unnatural link patterns, so focus on earning links naturally (AKA, don’t buy backlinks!).
5. Content Gap Analysis
Content gap analysis identifies the financial topics your audience is searching for that you have not covered yet. This process helps you uncover opportunities to publish new financial media content that attracts more organic traffic.
Follow this approach:
Map your audience journey
List the stages readers go through, from early financial questions to seeking deeper insights. Identify what your audience wants to learn at each stage. Create categories such as “getting started with investing,” “personal finance basics,” or “market trends explained.”
- Audit your current content: Review your existing articles, guides, explainers, and resources. Note which topics you have covered in depth and which ones you have barely touched. Look for outdated content that needs better data, updated examples, or fresh analysis.
- Analyze competitor websites: Visit three to five top ranking financial media websites in your niche. Browse their articles and observe what topics they consistently publish. Look for content that receives strong engagement. This helps you understand what readers value most.
- Research keyword opportunities: Use keyword research tools such as Ahrefs to find financial topics with strong search volume that you have not addressed. You can also browse platforms like Reddit, Quora, and personal finance communities to find real questions people are asking.
- Identify content gaps: Compare your content to competitor coverage. Create a list of missing topics, outdated articles that need a refresh, and opportunities to publish more comprehensive guides for the finance sector.
It is helpful to audit your existing content every quarter to update information such as tax rules, market data, or economic trends. Regular updates keep your financial media website accurate and trustworthy for your audience and for search engines.
6. Local SEO
Local SEO is still very important for financial media brands, especially if you cover regional markets or produce location based financial content. A strong local presence improves your overall SEO campaigns and helps your articles, guides, and updates reach readers in specific areas.
Here are the most important elements for strong local search rankings:
- Google Business Profile: Complete every section with accurate details, upload professional images, and respond promptly to questions and reviews. A well optimized profile strengthens your visibility for local searches.
- NAP consistency: Make sure your Name, Address, and Phone number are consistent across all online platforms. Inconsistent information can confuse search engines and weaken your local SEO performance.
- Local citations: Update and correct listings on trusted directories and claim unclaimed profiles on sites such as the Chamber of Commerce or regional business directories.
- Review management: Encourage readers and community partners to leave reviews on Google and respond professionally to all feedback. Positive engagement supports your website’s credibility and helps search engines view your financial media brand as reputable.
- Location pages: If your financial media website covers multiple cities or regions, create separate landing pages for each location. Use local keywords and include area specific financial insights or economic information.
Learn more about our local SEO services.
7. Analytics
Analytics data shows whether your SEO efforts are producing results. Just like financial reporting helps you evaluate performance in the finance sector, analytics help you measure growth and identify which SEO strategies work best for your financial media website.
For SEO, you’ll need the following analytics components:
- Google Analytics 4 setup: Make sure that the tracking codes are installed on every page and goals measure important actions like contact forms.
- Google Search Console: Review which keywords drive traffic, identify pages with declining rankings, and find technical errors preventing indexing.
- Conversion tracking: Set up tracking for newsletter signups, consultation requests, and other actions.
With thorough SEO audits, the professional who does the audit for you can also help set up all analytics systems and explain how to use them.
Not sure where to start?! Try this FREE SEO Checklist!
Is an SEO Audit Worth It?
Yes. An SEO audit for financial media gives you a clear roadmap for long term SEO success without locking you into a monthly retainer.
Some financial media companies prefer to manage SEO internally, but that is difficult when you do not have a solid foundation or a clear understanding of what is working and what is not. Without proper guidance, it is easy to invest time in the wrong strategies.
DIY SEO is absolutely possible once you have strong direction and reliable systems. If your technical setup is correct and your analytics are configured properly, you can handle many SEO tasks yourself, including:
- Writing optimized financial articles and guides
- Building local citations and managing your Google Business Profile
- Publishing content based on market trends and reader interest
- Monitoring your rankings and organic traffic growth
An SEO audit gives you the knowledge and structure to maintain steady search growth without paying for ongoing services.
And sometimes during the audit process, some financial media companies realize that they’d rather outsource their SEO completely, in which case you can smoothly transition into an ongoing content marketing retainer!
Do You Need to Hire Someone for SEO?
Yes. SEO is a complex skill that takes years to learn. You can DIY certain parts, but we do not recommend handling everything on your own.
When hiring a professional, choose someone who understands all key areas of SEO. An SEO writer who only blogs cannot fix technical issues, set up analytics, or provide strategic SEO copywriting. Someone who only handles technical SEO may not understand content strategy for financial media.
For an SEO audit, you need a specialist who can review your performance, assess your keyword rankings, and evaluate your content and copywriting to give you accurate, actionable insights.
FAQs
How Long Does an SEO Audit Take?
Our SEO Health Check for financial media websites takes about 3 business days. You will receive a custom video walkthrough of your SEO performance along with a clear checklist of improvements to implement.
How Often Should I Do an SEO Audit?
Most financial media brands benefit from a yearly SEO audit. Search engine algorithms change, your content library grows, and new technical issues can appear that affect your rankings.
If you work with an ongoing SEO partner, they may already send monthly reports, monitor your keyword performance, and handle technical updates. In that case, you may not need a full annual audit since your SEO is being maintained regularly.
How Do You Perform a Local SEO Audit?
Start by reviewing the completeness and accuracy of your Google Business Profile. Make sure your information matches all online directories and citation sources. Then check your website for location based keywords, regional financial topics, and area specific landing pages to improve your local search visibility.
Get Your SEO Audit for Financial Media
Ready to discover what is holding your financial media website back from attracting more qualified readers and subscribers? Our SEO Health Check gives you a complete analysis of your site’s performance in just 3 business days.
You will receive a custom video walkthrough that explains what needs improvement, along with an actionable checklist you can implement right away.
We review technical issues, keyword opportunities, content gaps, local SEO factors, link building potential, and more using the best SEO tools in the industry.
Get started: Order your SEO Health Check here!