Search engine optimisation (SEO) is always shifting. With constant algorithm changes and new technology shaping how people search, keeping up is a full-time job. In 2025, success in SEO is not just about stuffing keywords, it is about understanding intent, aligning with how people actually search, and staying ahead of the AI curve.
For fintech and financial services, this means ensuring your digital presence is not only visible, but trusted and aligned with what prospective clients and users need at different stages of their journey.
Here are the key trends fintech businesses should act on now:
Match search intent to rank better
Search intent, or what a user really wants when they type a query, has always mattered, but in 2025 it is everything.
For example, if someone searches “best desk lamps”, they expect a list comparing different models, not to land on a product page selling just one. If your content does not match their intent, they will leave instantly. That means higher bounce rates, lower rankings, and lost business.
Action for fintech: Be very focused. If someone searches “best small business invoicing apps UK”, give them a list, not a homepage. Address what they are really looking for, not just the keyword.
Optimise for search intent, not a homepage. Address what they are really looking for, not just the keyword
Start by understanding what users hope to achieve with a search. Tools like Semrush’s Keyword Overview help reveal whether a keyword is informational, navigational, commercial, or transactional.
Example:
“Best fintech accounting tools” likely has commercial intent. People are still researching, not ready to buy, so give them value, comparisons, and guides, not just a product demo.
Search your key terms in Google and analyse the top-ranking content. What intent are they serving? That is your benchmark.
User signals & user experience now directly influence rankings
Google is using behavioural signals like click-through rates, dwell time, and bounce rate as ranking factors. In fintech, where trust, clarity, and ease of use matter, these metrics can make or break your site’s performance.
To improve user signals:
- Make your content direct and useful. Do not bury answers under long intros.
- Ensure fast load times and mobile-friendly layouts.
- Add engaging visuals like explainer videos, product walkthroughs, or infographics.
- Track user behaviour. I.e. time on page, clicks, engagement, and refine accordingly.
Click-through rates are dropping as Google keeps users on the SERP
Google is using behavioural signals like click-through rates, dwell time, and bounce rate as ranking factors. In fintech, where trust, clarity, and ease of use matter, these metrics can make or break your site’s performance.
Google’s AI Overviews, featured snippets, and “People also ask” boxes are now answering questions directly in search results. That means fewer users are clicking through to websites, even if you rank on page one.
But that does not mean SEO is dead.
Fintech takeaway: While you may lose clicks for basic questions (“what is open banking?”), key actions such as signing up for a service, booking a demo, or comparing products still require users to visit your site.
Focus your SEO strategy on:
- Pages with high click potential (e.g. tools, calculators, comparisons, demos).
- Strong on-site CTAs to convert visitors once they do click.
- Clear brand identity across your digital channels, giving Google a reason to feature you.
Establish your brand beyond your website
To build authority, fintech companies need a strong footprint across multiple platforms. Google draws from your entire online presence, not just your site, when forming AI answers or featured results.
Build visibility on:
- YouTube (e.g. explainer videos, thought leadership).
- LinkedIn and niche financial networks.
- Reddit and finance forums.
- Podcasts and guest posts.
- Partner websites and trusted fintech directories.
- Being seen in multiple trusted places increases your credibility and signals expertise.
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What fintech companies should do in 2025:
- Set SEO SMART goals
- Specific: E.g. rank top 3 for “B2B payment solutions UK”.
- Measurable: Track rankings, traffic, conversions.
- Achievable: Assess based on your current content and competitors.
- Realistic: Consider your resources and timeline.
- Timely: Set a deadline (e.g. Q4 2025).
- Focus on niche, sector-specific keywords
Fintech is a competitive space. Niche-targeted keywords are preferred over general terms. Categories to consider:
- Electronic payments:
- Peer-to-peer transfers
- Contactless and mobile payments
- Digital wallets
- Cryptocurrency and blockchain:
- Blockchain infrastructure
- Crypto tax compliance tools
- Digital asset security
- Automated investment and financial tools:
- Robo-advisors
- AI-based financial planning
- ESG investment platforms
- B2B SaaS for finance:
- SME accounting tools
- Cross-border payroll platforms
- Embedded finance APIs
- Boost backlinking and outreach
Backlinks still matter, but quality trumps quantity. For fintech firms, earning links from authoritative sources like finance blogs, regulatory sites, or trusted industry publications signals credibility. Tips:
- Create data-driven reports or whitepapers others will reference.
- Collaborate with influencers in finance.
- Get listed in fintech directories.
- Pitch insights to journalists covering finance and tech.
Summary: What fintechs should know about SEO in 2025
SEO in Europe is nuanced, with multiple languages, diverse user behaviour, and different privacy regulations, a one-size-fits-all approach is shown to not work.
- Understanding search intent is key to visibility.
- Focus on creating content that satisfies intent, not just keywords.
- User experience (speed, clarity, interaction) now directly influences rankings.
With AI overviews and featured snippets rising, strong SEO means building trust across channels, not just on your site.
For fintech, this is about making sure your product or service appears exactly where your target customer is looking, whether that’s on Google, YouTube, or in a chat forum.
Author – Malcolm O’Reilly, Senior Marketing Executive at VC Innovations
Accelerating growth for financial services
VC Innovations is a full-stack marketing agency driving growth in financial services through demand generation, thought leadership, and standout B2B event experiences.
Explore our latest work here. If you’re ready to engage your audience or spark demand, let’s talk.
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