If you search for any major forex-related keyword, from “best forex broker” to “copy trading platform” or “forex education”, the same names dominate search results repeatedly. Brokers like eToro, XM, Plus500, IG Group and OANDA didn’t reach the top of Google accidentally. Their visibility is the result of long-term investment into SEO, thought leadership, educational ecosystems, PR, localisation, reviews, social proof and increasingly, visibility inside AI-driven search experiences and LLMs.
At Contentworks we are often asked how we get our clients to the top of Google and other SERPs (Search Engine Results Pages). For forex brokers, especially those starting out, simply publishing a few blogs per month is not going to cut it. The brokers ascending the heights of search queries for forex have been building entire content ecosystems designed to dominate search intent across every stage of the trader journey. Here’s what top-performing brokers are doing and our forex marketing insights on ranking better.
eToro: Turning Social Trading Into Search Visibility
One of the biggest reasons eToro performs so well in SERPs is because it owns a highly differentiated positioning strategy. While many brokers compete on spreads or leverage, eToro built its SEO identity around “social investing” and “copy trading.” That gives the brand unique keyword territory with lower competition and stronger user intent.
#1 Strong Keyword Positioning
Instead of chasing generic “forex broker” keywords, eToro targets:
- copy trading
- social investing
- beginner investing
- crypto investing
- portfolio copying
- passive investing
This creates multiple search entry points into the brand.
#2 Massive Educational Infrastructure
The company continuously publishes educational content, market analysis and beginner-focused investing guides through its Academy and news hub. But it doesn’t stop at the education and acquisition point in their funnel, they push content out that is aimed at increasing trading volumes and retention through actionable analysis.
See how Contentworks delivers proprietary market news and sentiment daily for this client.
#3 PR and Media Visibility
eToro consistently earns backlinks through mainstream media coverage, fintech announcements and partnerships. Its collaboration with X (formerly Twitter) to distribute educational investing content generated substantial press visibility.
To achieve earned media in a space where it’s difficult to differentiate offerings means developing an innovate product or service. And they make every press release work beyond its placement in financial sites, you will see it amplified on their own site, social channels and videos.
#4 Community and User-Generated Signals
Unlike many brokers, eToro’s product naturally creates user discussion across Reddit, YouTube, TikTok, X, and other investing forums.
That generates constant brand mentions and improves AI discoverability across LLMs. Reddit discussions repeatedly reference eToro’s unique social trading positioning.
#5 Visibility in LLMs
Because ‘copy trading’ and ‘social investing’ are closely associated with the eToro brand online, LLMs frequently surface eToro in answers related to: beginner investing apps, social trading, copy trading platforms, passive trading platforms. This is increasingly important as traders shift from Google searches to AI-assisted discovery.
Ask Contentworks about our GEO and AEO visibility packages.
XM: Owning the Education SEO Funnel
XM has built one of the strongest educational SEO ecosystems in the industry. Rather than relying only on acquisition campaigns, XM created a massive multilingual education infrastructure that continuously attracts organic traffic.
#1 Education-First SEO
XM invests heavily into education-led content. You will find webinar, tutorials, trading courses, live sessions, market analysis and beginner education.
What XM understands very well, is that its Learning Center should be structured to rank for informational trading queries. And it does that well in its target languages.
#2 Multilingual SEO at Scale
One of XM’s smartest SEO moves is localisation. The broker publishes educational content in dozens of languages, dramatically increasing its global keyword footprint.
This allows XM to dominate local SERPs in emerging markets where competition is weaker.
#3 Long-Tail Keyword Capture
XM ranks for highly specific search intent such as:
- forex webinars
- trading education for beginners
- MT4 tutorials
- technical analysis classes
- forex indicators explained
This creates continuous top-of-funnel traffic.
#4 Webinar Strategy as SEO + Retention
Webinars do more than educate users. They:
- generate recurring indexed pages
- increase session duration
- build trust
- encourage backlinks
- strengthen brand authority
Community discussions regularly mention XM’s educational resources as a differentiator.
#5 LLM Visibility
Educational brokers are well positioned for AI search because LLMs frequently pull from informational content ecosystems.
Queries like:
- “How do I learn forex?”
- “Best forex broker for beginners”
- “Forex webinars”
often surface XM due to the scale and consistency of its educational footprint.
Plus500: Brand Authority Through Simplicity and PR
Plus500 takes a slightly different approach to search visibility. Instead of relying primarily on education-heavy SEO, Plus500 focuses on strong brand awareness, PR visibility, sponsorships, institutional credibility and a clean UX.
#1 Simplicity in UX and Messaging
Plus500 keeps its messaging extremely streamlined showing off it’s highly regulated environment and simple onboarding. This improves bounce rates, conversions and user engagement signals – all of which indirectly support SEO performance.
Here’s how they do it on this on their homepage:
The Plus500 homepage is a lesson in ‘getting to the point’. From the first (see image above) you know exactly where you are, why you are there, and where you should go to next. It is a very strong top of funnel that gets all the trust signals and CTAs at the top, followed quickly by what’s on offer:
The next sections focus on building trust and authority by listing global licenses, industry awards, trust pilot and client reviews. And only on scrolling further do you get to their trading offering – the app, their USPs and trading call to actions.
#2 Strong Brand Searches
Brand familiarity matters enormously in SEO. Users actively searching “Plus500 review” or “Plus500 login” creates branded search demand, which Google interprets as a trust signal.
#3 Heavy PR and Corporate Visibility
Plus500 generates authority through:
- financial reporting
- investor relations visibility
- sponsorships
- exchange listings
- institutional credibility
Its investor relations infrastructure contributes significant authority signals online.
#4 Sports Sponsorships and Brand Recall
Sponsorships can run into millions of dollars and many brands are not aware of the hidden ROI. It goes beyond accessing a new potential audience. Sports partnerships create backlinks, press mentions, search demand and social visibility. This expands digital authority beyond traditional forex media.
The hidden ROI of sponsorships is a topic, Contentworks director, Niki Nikolaou, discussed with the CMO of EC Markets on their Liverpool FC sponsorship. Niki also dived into discussing the rise of SEO over digital advertising with XM’s CMO at the same event.
#5 High Visibility Across Review Sites
Plus500 appears constantly across broker comparison websites, affiliate reviews, and YouTube comparisons. That creates a dense backlink ecosystem and increases discoverability in both Google and AI-generated answers.
IG Group: A Lesson in Building Authority
IG Group operates more like a financial publisher than a broker. Its SEO strategy resembles major financial media brands with deep market analysis, economic commentary, evergreen education and daily news publishing.
Imagine owning your own online visibility and not being reliant on publications with nefarious intentions.
#1 Massive Content Depth
IG publishes:
- trading explainers
- economic news
- earnings previews
- market forecasts
- strategy guides
This allows it to rank across thousands of informational keywords.
#2 E-E-A-T Signals
Google heavily rewards Experience, Expertise, Authoritativeness and Trustworthiness.
IG strengthens E-E-A-T through:
- analyst attribution
- expert commentary
- financial credibility
- long publishing history
- regulatory trust
#3 Thought Leadership
IG executives and analysts frequently appear in financial media, podcasts, interviews and market commentary. This improves brand entity recognition across Google and LLMs.
Showing off your team is a huge trust signal and proof of transparency.
#4 Structured SEO Architecture
IG’s site structure is highly organised around:
- markets
- asset classes
- strategies
- instruments
- educational stages
That improves crawlability and internal linking strength.
OANDA: Trust, Transparency and Technical SEO
OANDA has built long-standing authority through transparency and technical reliability. From their earliest days, industry insiders recognised their technical approach to every aspect of their business.
#1 Tool-Based SEO
OANDA ranks exceptionally well because of utility tools such as:
- currency converters
- forex calculators
- economic data
- exchange rate tools
These create high-volume evergreen traffic.
#2 Trust-Based Branding
OANDA positions itself around transparent pricing, data quality and professional trading. This resonates strongly with experienced traders and institutional audiences.
#3 Strong Technical SEO
OANDA’s pages tend to perform well because they are:
- fast-loading
- well-structured
- schema-optimised
- tool-driven
- evergreen
#4. Evergreen Search Traffic
Unlike trend-based content, OANDA’s utility pages attract continuous long-term traffic. That compounds authority over time.
Have a look at how content-rich their forex trading page is. It starts with strong USPs for their forex offering, followed by functional and transparent information on currency rates and spreads, followed by explainers on the forex market and extended, but related FAQs. CTAs are clear and prominent throughout the page.
What These Brokers Have in Common
Despite their differences, the brokers dominating Google prove that content is still king. These companies build content ecosystems, not just blogs and are very conscious of how content impacts their traders at every point in their funnel.
They build interconnected strategies containing education, news, videos, trading tools, PR, social media content and community engagement. They target every stage of search intent including awareness, comparison, education, conversion and retention. These forex brokers got to the top of Google rankings by building branded searches, mentions, backlinks, media citations, and social discussions. And, the flow-on effect is paying dividends in LLMs and AI-generated answers.
Speak to the team at Contentworks for a strategic approach to getting to the top of Google rankings.