A good SEO strategy is consistently associated with a significant increase in organic search rankings and website traffic. As a content marketing agency, SEO strategy and SEO content are our core offerings. Are you a financial services firm, a fintech, real estate firm or forex broker asking yourself ‘can a content marketing agency improve my SEO’? Let us show you how a specialist agency can help you outrank competitors.
What is Good SEO?
Search engine optimisation (SEO) isn’t about jamming keywords on a page and hoping Google notices. Good SEO is the science of making your content discoverable, relevant and valuable for the people searching for it. Think about it from Google’s perspective. If they are not delivering meaningful results to people’s search queries, then people stop using Google. So from the start, they have prioritised user relevance.
What does good SEO look like on your site?
- Loads quickly on all devices
- Has clear, logical structure and metadata
- Uses the right keywords — naturally, not awkwardly
- Answers real questions people ask (think: “best payment gateway for SMEs” or “how to open a forex trading account in the UK”)
- Earns trust signals like backlinks from reputable sites
- Is regularly updated with fresh, high-quality content
- Meets Google’s increasingly sophisticated ranking signals like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
For B2B financial brands, good SEO goes beyond clicks. It helps you attract the right visitors including qualified leads, high-value investors, corporate partners and decision-makers.
See what a comprehensive SEO audit looks like .
What Are the SEO Challenges in 2025?
SEO is not what it was five years ago. If you’re still relying on keyword stuffing or thin blog posts, you’re invisible, or even worse, penalised. Here are the biggest SEO headaches brands face today:
AI Search & Zero-Click Results
With the rise of AI-powered search engines (like Google’s SGE, Perplexity and ChatGPT’s web search), people are getting instant answers directly on the search page. Fewer clicks mean your content needs to work harder to appear in AI summaries and featured snippets. Read more on SEO and AEO for financial services brands here.
Tougher Competition
In industries like fintech and forex, the big players dominate organic rankings. For example, try Googling “open a crypto wallet”, you’ll see Coinbase, Binance and big media sites taking the top spots. Outranking them with generic content is near impossible and certainly expensive.
Compliance & Accuracy
Financial content can’t just be clickbait. Your copy must be accurate, balanced and comply with strict guidelines from regulators like FCA or CySEC, and to guidelines like ESMA, GDPR, and PSD2. Get this wrong and Google won’t be your only problem. Your regulator will.
Technical SEO Gaps
Many older websites still have clunky architecture, slow page speeds, or poor mobile experience, all of which hurt rankings. And when Google rolls out an update, your site can suddenly drop off the map. The Google core updates in 2023 and 2024 caused havoc with search engine rankings. Hubspot’s blog lost 81% of organic traffic horrifying many SEO managers around the globe.
How Can a Content Marketing Agency Improve Your SEO?
A good content marketing agency won’t just dump keywords into blogs, it’ll tackle your SEO from every angle, strategically and compliantly. Here’s how:
Content and Technical SEO Audit
A smart content marketing agency runs a full content and technical SEO audit, checking everything from page speeds to metadata, broken links, duplicate content, indexing errors and schema markup. When UK neobank Starling Bank revamped its site in 2021, it began with an in-depth SEO and UX audit. The result? A streamlined site that now outranks many traditional banks for search terms like “business account UK”.
Pro Tip: Many finance and fintech websites fail Core Web Vitals. Ask your agency to prioritise page speed and mobile performance, Google’s algorithm puts great weight on these.
Website Rewrite Aligned with SEO Findings
An audit is useless if you don’t act on it. A good agency will rewrite key pages, optimise copy, restructure menus and fix content gaps to match what search engines and users actually want. According to Google, updating and improving old content can increase traffic by as much as 106%.
Pro Tip: Prioritise rewriting pages that rank on page 2 or 3 for your target keywords. They’re the low-hanging fruit that can often jump to page 1 with a refresh.
SEO-Focused Long-Form Blogs
One well-written, keyword-rich, long-tail blog can bring in traffic for years. A specialist agency researches the right phrases, drafts authoritative content and structures it for featured snippets and AI search.
Real-Life Example: Payments giant Stripe uses long-form, SEO-optimised guides like “How Payments Work” which rank for thousands of search queries and attract millions of visits every month.
Pro Tip: Go for depth over fluff. A 2,000-word guide on “How to Choose a Payment Gateway for Small Businesses in the UK” can outperform dozens of short, generic posts.
Keywords in Social Media, Hashtags and Online Forums
Good SEO isn’t just on your website. Search engines pay attention to where and how your brand appears online. An experienced agency weaves your target keywords naturally into LinkedIn posts, Twitter hashtags, YouTube video descriptions and even relevant online communities.
Interesting Fact: Posts with hashtags get up to 100% more engagement on LinkedIn according to Linkedin Business. Smart agencies use this to boost your topical authority, a signal Google notices.
Pro Tip: Join relevant conversations on Reddit or Quora. A well-placed answer with a backlink can drive highly engaged traffic and strengthen your SEO footprint.
PR and Backlink Building
Backlinks remain one of Google’s strongest ranking signals. An agency with a dedicated PR arm can pitch your story to journalists, land thought leadership placements, and secure high-authority backlinks that boost your domain score.
Real-Life Example: When UK fintech Monzo raised £20 million through crowdfunding, its PR blitz secured coverage in TechCrunch, BBC and The Guardian, driving huge organic backlinks and domain authority growth.
Pro Tip: Not all backlinks are equal. One link from The Financial Times beats dozens from spammy blogs. Remember, quality over quantity, always.
Factoring in AI Search Results
As generative AI changes how people search, a content marketing agency will future-proof your content for AI-driven engines. They’ll structure pages for conversational search, add FAQs, highlight expertise and keep information fresh.
Interesting Fact: Google’s SGE (Search Generative Experience) shows AI-synthesised answers above organic links. So content must be clear, factual and well-structured to be cited.
Pro Tip: Add short, direct answers to common questions within your pages. These can earn you featured snippets and AI summary mentions – a double SEO win.
Ready to Outrank the Competition?
Some brands try to do it all in-house. But the financial sector has unique SEO demands: compliance, fact-checking, jargon-free explanations, and regional regulation differences. Contentworks is trusted by brokers, fintechs, payments companies and neobanks worldwide to deliver SEO content that works. Book a free Zoom with our team today and let’s get your brand to page one.