Contact us

Search Engine Optimisation (SEO)

To grow organic sales online in the financial services industry, it's important to understand what consumers want and provide them with well-designed journeys and helpful content. By doing this, businesses can achieve sustainable growth without relying on paid advertising.

We have extensive experience in the financial services industry and have gained a deep understanding of your potential customers' needs. We’ve learnt that success is not solely determined by website visits, visibility, and rankings - it involves building a reliable, valuable, and adaptable channel, centered around delivering an excellent user experience for your customers.

We consistently meet the needs of our client’s businesses, of all sizes, because of our experience in financial services SEO. Whether we collaborate with your in-house marketing teams, specialist agencies, or take charge of your entire SEO strategy and execution - we’re committed to driving growth for your business through organic search.

How we can help

SEO audits

Content strategies

Technical SEO

Site speed improvements

SEO performance analysis

Consultancy & training

How we can help

SEO audits

Content strategies

Technical SEO

Site speed improvements

SEO performance analysis

Consultancy & training

Meet our Search Engine Optimisation expert

Nathan Barnett
Nathan Barnett

Nathan is the COO and a member of the Chartered Institute of Marketing. He’s played a vital role in four successful business acquisitions, three valued at over £100m and one over £2bn. He has a track record of helping businesses achieve recognition in the Sunday Times Fast Track 100, Profit Track 100, and Tech Track 100. Nathan is responsible for overseeing the growth strategies of our clients.

Search Engine Optimisation FAQs

What is SEO and how does it work?

Search Engine Optimisation (SEO) is the process of improving visibility and traffic from search engines such as Google and Bing.

SEO traffic is also referred to as ‘organic’ search to differentiate traffic from ‘paid’ search advertising.

A good SEO strategy helps your website become more visible, making sure your website can be easily discovered and understood by search engines like Google.

In order to gain trust from search engines, it's important for your business to establish a positive online reputation. This involves getting reputable websites to link to yours, receiving positive reviews, and getting mentioned by others. These factors contribute to improving your website's visibility and credibility online, which increases the chances of appearing higher in search engine results pages.

What are SEO best practices?

First make sure that your website is high quality, secure (HTTPS), fast and optimised for mobile devices.

Second, create engaging, expert and informative content that’s structured in a way that helps both search engines and customers understand your products and services.

Third, aim to generate natural links and mentions from trusted websites, and gain reviews and recommendations from customers and other experts.

At 71a, we excel in all aspects of SEO and specialise in growth marketing, placing a strong emphasis on product-first strategies. With our expertise in engineering, conversion rate optimization (CRO), customer experience (CX), user experience (UX), and development, we have a unique understanding of how to drive organic success for your financial services or fintech product.

How can I improve my SEO ranking?

There are many signals that can help improve your website's ranking on search engines like Google. These signals are called "ranking factors" and require a broad approach to cover effectively. Some techniques require web development knowledge (technical SEO), while others require expertise in content creation, and others in building links.

Here are some examples of how you can make improvements:

  • Structuring your internal links, managing redirects, using tags correctly to help search engines, such as hreflang or canonical tags.
  • Acquiring external links and mentions from other websites.
  • Enhancing your online reputation and improving sentiment around your brand through reviews.
  • Implementing structured data to provide additional context to search engines.
  • Making effective use of Google My Business for local visibility and building trust.
  • Enhancing the quality, structure, uniqueness, authority, and quantity of your website's content.
  • Improving site usability, load speed, and ensuring its reliability.

In the financial services industry, improving these elements can greatly increase your chances of achieving higher positions in search results, attracting more traffic, and generating more conversions and sales.

What does E-E-A-T and YMYL mean?

E-A-T stands for Expertise, Authority, and Trust, representing three essential factors that Google's quality raters consider when assessing and evaluating websites.

In 2022, Google introduced an additional "E" to the criteria for evaluating content, which stands for ‘experience’. Quality raters are now instructed to assess the relevant experience of the person or business behind the content when it comes to a specific product or subject. This means that Google places importance on not only the content itself but also the expertise and experience of the creator behind it.

E-E-A-T holds significant importance, especially in the fintech and financial services industry, where website content typically falls under the YMYL (Your Money or Your Life) category.

Your Money Or Your Life (YMYL) is how Google classes content that may significantly impact a person’s financial situation or health.

According to Google’s Search Quality Evaluator Guidelines, YMYL refers to sites and content which "could potentially impact a person’s future happiness, health, financial stability, or safety,"

To improve your organic traffic in the financial services sector, it’s crucial to understand the Your Money Or Your Life (YMYL) criteria. You will need to develop strategies that align not only with search engine algorithms but also with the guidelines set by Google, which are followed by their well-trained and experienced staff.

As an agency focused on driving performance for financial services, we prioritize Experience, Expertise, Authority, and Trust (EEAT) along with the YMYL considerations in all our SEO efforts for our clients.

Our partners

Google Microsoft Hubspot

As featured in

BBC News
Sky News