Your potential users are searching online for fintech solutions right now. They’re typing questions into search engines about mobile banking, digital payments, budgeting apps, and investment platforms, and SEO helps your fintech websites appear in those search engine results.
If you want to get more qualified leads from Google, an SEO audit for fintech reveals exactly how to capture that organic traffic and turn users into customers. Here’s everything you need to review, broken down into 7 steps tailored for fintech companies.
What Is an SEO Audit for Fintech?
SEO helps financial technology companies become visible when people search for digital financial tools online.
When someone searches phrases like “best mobile banking app,” “mobile banking platform,” or “fintech payment tools,” you want your fintech site to appear at the top of those search results.
For fintech brands, an SEO audit for fintech delivers three major benefits:
- Qualified users find you directly: People searching for financial tools, digital banking options, or apps already have user intent. An audit ensures your site is optimized so those users land on your platform instead of a competitor’s.
- You build authority and trust: Ranking high increases domain authority and makes your fintech brand appear more credible in the financial industry.
- Cost-effective customer acquisition: Unlike paid ads, strong organic search visibility continues bringing targeted traffic long after your content and seo strategies are implemented.
In fact, ROI from SEO for the financial sector is over 1,000%. It’s one of the best digital marketing channels because it’s more passive than social media or email.
Does an SEO Audit for Fintech Actually Work?
YES. Fintech is highly competitive, but a strong fintech SEO strategy helps attract more qualified users and customers.
SEO and blogging remain essential 99% of AI users still rely on traditional SEO and Google.
Even more importantly, AI tools pull answers from websites with strong search engine rankings.
That means high-quality content created after an SEO audit for fintech works twice as hard for your fintech business. You increase organic rankings on Google and boost your visibility across AI platforms.
In 2025 and beyond, a strong seo marketing plan positions your fintech brand as an authority across multiple platforms not just search engines.
What Is the Purpose of an SEO Audit for Fintech?
An SEO audit for fintech examines your website’s current performance and identifies improvements that will boost your search rankings and organic visibility. Think of it as a technical SEO audit for your entire company website.
Many fintech companies assume their website is “fine” because the design looks modern and sleek. But visual appeal ≠ search performance. Your site may have technical issues, missing optimization opportunities, or content gaps that prevent potential users from finding you.
An SEO audit for fintech answers crucial questions like:
- Which keywords should you target to attract your ideal users?
- What technical problems are hurting your search visibility?
- How does your website compare to competing fintech platforms?
- Which pages need optimization to convert visitors into sign-ups or users?
- What content gaps exist in your current strategy?
Ultimately, an audit helps you build a strong SEO strategy for higher rankings, better visibility, and more targeted traffic.
How Do You Perform an SEO Audit for Fintech Companies?
When conducting an SEO audit for fintech, agencies and SEO specialists review several key areas of your website’s performance, including:
- Technical SEO
- Keyword research
- On-page optimization
- Off-page SEO
- Content gap analysis
- Local SEO
- Analytics and performance review
Let’s take a closer look at what each of these fintech SEO areas involves:
1. Technical SEO
Technical SEO evaluates how easily search engines can crawl, understand, and index your fintech websites. Even the smartest or most innovative fintech solutions will struggle to rank if Google cannot properly access your content.
Review these core technical factors:
- Website speed: Run your site through Google PageSpeed Insights to uncover performance issues. Fintech platforms often include dashboards, scripts, and interactive tools that can slow loading times.
- Mobile optimization: Check how every page performs on different mobile devices. Most users search and browse on their phones, and Google gives priority to sites that are fully mobile-friendly.
- Site structure: Make sure all important pages are accessible within three clicks from the homepage. Use clear, logical navigation to guide users to key areas like features, pricing, support, and login pages.
- Technical issues: Resolve broken links, duplicate content, redirect problems, and missing meta descriptions. These errors signal low site health to search engines and can hurt your visibility.
Technical SEO can be confusing, which is one of the reasons why you should typically get an SEO Health Check with an SEO consultant rather than try to do it yourself.
2. Keyword Research
Keyword research shows what your target users are actively searching for when they look for fintech tools, digital banking solutions, or financial technology platforms. This research guides your content strategy and helps you compete for the most valuable search terms in the fintech industry.
Focus on these keyword types:
- High-intent keywords: Target phrases like “best budgeting app,” “mobile banking platform,” and “fintech payment solution.” These users are actively looking for tools they can sign up for.
- Feature-specific keywords: Research terms such as “instant transfer app,” “AI investment tool,” or “secure digital wallet.” These attract users searching for specific functionalities.
- Competitor gaps: Use tools like SEMrush or Ahrefs to see which keywords drive traffic to competing fintech brands. Look for opportunities where competitors rank weakly or not at all.
- Long-tail keywords: Target detailed search terms like “how to track expenses automatically” or “fintech tools for small business cash flow.” These attract qualified users with clear intent and face less competition.
Balance search volume with keyword difficulty. High-volume phrases like “fintech” or “mobile banking” are extremely competitive. More specific terms such as “best fintech app for freelancers” offer realistic ranking opportunities and higher conversion potential.
3. On-Page SEO Strategies
On-page SEO helps optimize individual pages so they can rank higher and attract more qualified visitors from Google. Several important elements make up an effective on-page strategy for fintech websites.
Title tags and meta descriptions are your first impression in search engine results. Keep title tags under 60 characters and include your targeted keywords. For example:
“Best Budgeting App for Freelancers | Fintech Tool”
Your meta descriptions should be 150 to 160 characters and clearly explain what users will find on your company website.
Your header structure also helps search engines understand your content:
• H1 tag: Use once per page with your primary keyword
• H2 tags: Divide content into major sections
• H3 tags: Add detail under each H2
• H4 tags: Use only when you need further breakdown
Content quality and E-E-A-T influence your search engine rankings. Users need to trust that your fintech site is reliable, secure, and backed by real expertise. Highlight your knowledge of the financial sector, key features of your fintech solutions, compliance with financial regulations, and practical insights through strong seo content.
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 strengthens your website’s authority, which search engines use to assess trust and relevance. For fintech companies, this primarily involves earning high quality backlinks from reputable and credible websites.
These backlinks act as votes of confidence. When respected financial publications, tech blogs, compliance resources, or industry partners link to your fintech site, search engines view those links as endorsements of your expertise and reliability.
A single backlink from a trusted source like TechCrunch, Finextra, or a major financial institutions directory can meaningfully improve your organic visibility and overall search rankings.
Fintech businesses can build strong backlinks by:
- • Contributing expert commentary to fintech, finance, and technology publications
• Participating in industry webinars, panels, and conferences
• Creating valuable resources such as comparison guides, financial tools, and original data reports
• Building relationships with complementary companies, including accounting firms, SaaS providers, and other partners in the financial services ecosystem
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 topics your potential users are searching for but that you have not covered yet. This process reveals opportunities to create content that brings in more organic traffic to your fintech website and supports overall business growth.
Follow this process:
- Map your user journey: List every stage from initial problem to becoming a user. What questions do people ask when exploring budgeting apps, digital banking, payment platforms, or financial products? Create categories such as “getting started with a mobile banking app” or “how fintech solutions improve cash flow.”
- Audit your current content: Review your existing fintech blog posts, product pages, help articles, and other resources. Note which topics are well covered and which ones need more depth, updates, or better alignment with user intent.
- Analyze competitor websites: Explore three to five top-ranking fintech companies. Browse their blogs and resource hubs to see what they publish, noting posts with high engagement, frequent updates, and strong fintech content ideas you may be missing.
- Research keyword opportunities: Use Ahrefs or SEMrush to identify high search volume topics you have not addressed. Check forums such as Reddit, Quora, and fintech communities to see the real questions users search for. This helps uncover targeted keywords that fit your audience.
- Identify gaps: Compare your content to competitors. Look for missing themes, outdated posts, and opportunities to develop more comprehensive guides based on fintech keyword research and industry trends.
It’s a good idea to audit your existing content every quarter or so to update outdated information (like tax brackets) or add new insights or developments happening in your industry.
6. Local SEO
Local SEO is VERY important for fintech companies since 72% of people turn to Google search to find local businesses. Even if you offer your services virtually, having a strong local presence can help with your SEO campaigns.
Here are the most important elements for strong local search performance:
- Google Business Profile: Complete every section with accurate details, upload professional photos, and respond to all questions and reviews. A well-optimized profile helps users trust your fintech brand and supports stronger visibility in local SEO results.
- NAP consistency: Ensure your Name, Address, and Phone number are consistent across all directories, review platforms, and local listings. This consistency reinforces credibility in search engines.
- Local citations: Claim unclaimed listings and correct inaccurate profiles on local directories, industry databases, and financial institutions associations. Clean citations help Google verify that your company website is legitimate.
- Review management: Encourage satisfied users or business clients to leave Google reviews. Respond to feedback professionally to strengthen authority and improve trust signals within the financial services community.
- Location pages: If your fintech business serves multiple regions or operates physical offices, create dedicated landing pages targeting city-specific targeted keywords. Include localized content to improve relevance and strengthen your search rankings.
Learn more about our local SEO services.
7. Analytics
Analytics data shows whether your SEO improvements are working. Just as fintech platforms rely on data to guide product decisions, analytics help you measure progress and identify which seo strategies are producing the best results.
For an SEO audit for fintech, you will need these core analytics components:
- Google Analytics 4 setup: Ensure tracking codes are installed on every page of your company website. Set up events to measure key actions such as signups, demo requests, or app downloads, which reflect real potential customers and engagement.
- Google Search Console: Review which targeted keywords bring in organic traffic, check for pages with declining search engine rankings, and identify technical seo issues that may prevent proper indexing or visibility.
- Conversion tracking: Track important actions such as free trial signups, pricing page clicks, newsletter opt-ins, and other behaviors tied to business growth. This helps you understand which pages and fintech content drive meaningful conversions.
When you invest in a professional seo audit for fintech, the consultant or seo agency can configure all analytics systems for you and guide you through interpreting the data, ensuring you get a clear picture of performance and opportunities.
Not sure where to start?! Try this FREE SEO Checklist!
Is an SEO Audit Worth It?
Yes. An SEO audit for fintech provides a clear roadmap for long-term success and supports a strong seo strategy without requiring a monthly retainer.
Many fintech companies want to manage parts of their SEO internally, but this becomes challenging without a solid foundation or a clear understanding of which seo strategies are working and which ones are holding you back.
DIY SEO is possible once you have proper guidance. If your technical seo setup is solid and your analytics are configured correctly, your internal team can manage several ongoing tasks, including:
- • Writing optimized blog posts, product pages, and fintech content
• Building citations and strengthening your online presence
• Creating content around trending topics in the fintech industry
• Monitoring keyword rankings and organic traffic growth
The audit gives you the knowledge and systems to maintain SEO progress without paying for ongoing services.
And sometimes during the audit process, some fintech 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, because SEO is a complex skill that takes years to master. We do not recommend fully DIY-ing your SEO, although you can handle certain tasks with the right guidance and a strong fintech seo strategy.
When hiring a professional, choose someone with experience across multiple areas of seo marketing and seo services.
For example, a content writer who only creates blog posts cannot fix technical seo issues, configure accurate analytics tracking, or handle effective copywriting. Someone who specializes only in technical seo audit work may not understand broader content strategy or be able to develop compelling fintech content for your audience.
For an SEO audit for fintech, you want a professional who can review your full SEO performance, evaluate your search engine rankings, analyze your keyword research, and provide actionable insights that support measurable business growth.
FAQs
How Long Does an SEO Audit Take?
Our SEO Health Check for fintech takes 3 business days to complete. You will receive a custom video walkthrough of your company website showing your current search engine rankings, plus an actionable checklist of improvements to support a stronger fintech seo strategy.
How Often Should I Do an SEO Audit?
Every year is a good goal for most fintech companies. SEO best practices and search engines continue to evolve, your platform content grows, and new technical seo issues can appear over time that negatively affect your search engine rankings.
If you work with an ongoing seo agency or SEO partner for maintenance and strategy, they will typically provide monthly reports and manage technical updates as needed. In that case, you will not need separate annual seo audits, because your SEO partner is consistently monitoring and optimizing your fintech site for performance.
How to Do a Local SEO Audit?
Start by reviewing your Google Business Profile for completeness and accuracy. Make sure your business information is consistent across directories so search engines trust your fintech brand. Then audit your fintech site for local SEO keywords and consider adding location-specific pages to improve visibility in local search engine results.
Get Your SEO Audit for Fintech Companies
Ready to see what’s holding your fintech website back from attracting more qualified users? Our SEO Health Check delivers a comprehensive analysis of your site’s performance in just 3 business days.
You will receive a custom video walkthrough showing exactly what needs improvement, along with an actionable checklist of fixes to implement.
We will review technical issues, keyword opportunities, content gaps, local visibility, link building potential, and more using the best SEO tools in the industry.
Get started: Order your SEO Health Check here!