Financial Services SEO Consultancy

Frequently asked questions

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• Our compliance team needs to approve everything. How do you work within that?

  We’re used to it. Financial services clients like BlackRock, Aviva, and IG Markets all have multi-layered compliance workflows, and we’ve worked within every variation – from legal sign-off on individual page changes to regulatory review boards that meet fortnightly. We structure our recommendations so they’re ready for compliance review from the start: clearly documented rationale, flagged regulatory implications, and content formatted for your approval process rather than against it. The goal is to increase your content velocity within compliance constraints, not to create a backlog your legal team has to unpick.

• We serve institutional investors, retail customers, and advisers. How do you handle the audience overlap?

  This is one of the most common structural issues we see in financial services SEO. When the same domain serves multiple audiences with different intent – a retail customer researching ISAs, an institutional investor looking at fund performance, an adviser comparing platform features – content often cannibalises itself in search. We map your content architecture against each audience’s search behaviour separately, then restructure taxonomy, internal linking, and content targeting so each segment has clear organic pathways. The result is that your institutional content stops being outranked by your own retail articles, and vice versa.

• How does Google's YMYL classification actually affect our SEO strategy?

  It raises the bar on everything. Google holds financial content to a higher standard of accuracy, authorship, and trustworthiness than most other sectors. That means generic SEO tactics – thin content, templated pages, aggressive keyword targeting – are more likely to be suppressed or penalised in finance than anywhere else. Our approach is built around demonstrable expertise and entity signals: proper authorship attribution, clear sourcing, structured credentials, and content that meets the standard Google expects for pages that could affect someone’s financial wellbeing. We’ve helped both established institutions strengthen their trust signals and newer fintechs build the authority they need to compete against incumbents with decades of domain history.

• We're a challenger brand competing against established institutions with massive domain authority. Is it realistic to gain ground organically?

  Yes, but it requires a different strategy than what works for incumbents. Established financial brands have authority built over decades, but they also carry significant technical debt, slow content processes, and bloated site architectures. Challenger brands can win by being faster, more focused, and more precisely aligned with how people actually search today. We identify the specific query clusters where incumbents are underserving user intent – often in emerging product categories, comparison queries, and long-tail educational content – and build a targeted organic strategy that earns authority in those gaps. Smart Pension is a good example: we helped them build organic visibility as one of the first team members, contributing to growth that reached 1.5 million B2C and 90,000 B2B customers.

• AI search is starting to answer financial questions directly. Should we be worried?

  You should be paying attention. AI-generated answers are already surfacing for informational financial queries – “how does a stocks and shares ISA work”, “best savings rates”, “what is dollar cost averaging” – and that’s going to expand. For comparison platforms especially, this is an existential shift because the comparison itself is what LLMs are starting to provide. We monitor how your brand appears (or doesn’t) in AI-generated search results, assess your exposure to traffic loss from AI answers, and build a strategy that positions your content for citation and visibility in both traditional and AI search. This isn’t a future problem – it’s already affecting traffic patterns for financial services brands right now.

Additional services for brands with specialist requirements.