7 FinTech SEO Strategies That Grow Pipeline (With Examples)

FinTech SEO Has Changed—Is Your Strategy Keeping Up?

AI and Google’s constant algorithm updates have transformed how brands compete in search. If you're still using outdated tactics, you’re falling behind.

FinTech is a tough industry. Your competitors have big budgets, and they’re spending aggressively to win. To stay ahead, you need a smarter approach.

This is the FinTech SEO playbook we use to help SaaS startups and scaleups like ForUsAll drive real growth. In just 10 months, they saw:

• 6x more qualified leads
• 90% lower paid media costs
• 2x increase in organic traffic

Want results like these? Read on.

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1. Tackle FinTech SEO challenges with the right mindset

In the words of Deloitte, FinTech is red-hot. It continues to be a growing multi-billion dollar industry, which presents unique growth challenges for startups and SMBs.

Competition is fierce, regulations are tight, and the landscape shifts constantly.

Not to mention, high-value keywords attract competition from very authoritative sites, big tech (like Google and Apple), and even government websites:

In many verticals, most FinTech startups can’t compete for top search terms—and shouldn’t try. These high-volume keywords may look appealing, but they’re dominated by industry giants, making ranking nearly impossible.

As a result, you need look past search demand. Sometimes this means bypassing certain product keywords, at least in the short term.

You need to dig deeper and consider all the factors such as search demand, level of SERP competition, and intent. These keywords may not drive thousands of visits, but they attract the right audience and provide a realistic ranking opportunity.

This is a subtle but critical mindset you need to adopt before going any further.

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2. Set clear, achievable goals for your FinTech SEO strategy

A strong SEO strategy should align with your specific goals.

If you’re focused on brand awareness, top-of-funnel content can boost visibility and attract more search traffic. But if your goal is to drive demos and signups, you’ll need a different approach.

Here’s what ForUsAll prioritized before launching their SEO campaign:

• Increase organic qualified leads
• Reduce paid media dependence
• Lower the average cost per qualified lead
• Increase organic visibility for “safe harbor 401(k)” keywords
• Rank #1 for buyer and payroll integration keywords

Your SEO strategy should evolve as your company grows. Here’s how to set the right goals based on where you are today:

Early-Stage: Build Visibility
If you’re just starting out, focus on increasing traffic by targeting long-tail, low-competition keywords that aren’t dominated by major brands. Track metrics like keyword ranking distributions, organic traffic, share of voice, and conversions.

Scaling Up: Gain Momentum
Once you have a foundation, start targeting more competitive keywords to drive pipeline growth. Key metrics here include organic traffic growth, trial and demo requests, SQLs, and revenue generation.

Established Brand: Protect Your Moat
For mature FinTech brands, the goal is to defend your search presence and visibility. Monitor rankings for high-value keywords and track performance across all search touchpoints—including AI Overviews, LLMs, and video results.

This is why Virayo offers Nurture SEO engagements for established SaaS brands that want to focus on protecting the valuable organic moat they have already built.

Aligning SEO goals with your company’s growth-stage ensures you're focusing in the right areas and maximizing the return on your SEO investment.

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3. Improve your technical health and fix bugs affecting SEO

Your website’s technical health is the foundation of your SEO success. A thorough technical audit can help identify critical issues that may be limiting your organic search performance.

For example, in Q1 2023, a FinTech company approached Virayo after losing more than 50% of its organic traffic over two years. The root cause? Hidden technical issues tied to a botched subdomain migration.

A steady traffic decline had taken a toll on their organic pipeline, forcing the company to drastically increase Google Ads spend to supply enough leads to their sales reps.

Fast forward 16 months, and we've helped this client surpass its previous organic traffic peak and grow from 20 to 120 SQLs per month.

These results began with a thorough technical audit. In our experience, the most common technical issues SaaS companies face stem from failed migrations, faulty redirects, indexation issues, and outdated content.

This is what it looks like when a technical issue affects your SEO:

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It’s not always immediately apparent what issue causes performance drops. So, it’s best to run a full diagnostic.

For example, here’s a snapshot of the technical improvements we helped ForUsAll implement:

• Technical content audit to identify competing assets and low-quality content driving zero traffic, backlinks or conversions
• Migrate the blog from a subdomain to a subfolder structure
• Used internal linking to eliminate orphaned pages

For your brand, the impact will vary based on your website's structure and configuration.

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4. Find the best keywords that attract your ICP

Success in FinTech SEO largely depends on a well-crafted keyword strategy. Many keywords may seem like good targets at first glance but often turn out to be irrelevant or unrealistic.

At Virayo, we conduct in-depth research with internal stakeholders, customers, and competitors to identify the most valuable keywords, including:

• Product keywords
• Feature keywords
• Solution keywords
• Competitor keywords

These are the keywords that drive the highest number of demo and trial signups.

We also analyze existing keyword performance to identify any strategic misalignment. For instance, if your goal is to increase conversions but most of your content is top-of-funnel, you’re unlikely to see the desired results.

You can assess your keyword performance using Ahrefs. Simply navigate to Site Explorer > Organic Keywords to get insights.

You can also discover new keyword opportunities by entering your main topic into Keywords Explorer. For example, a core topic for ForUsAll might be "401(k)".

For FinTech brands, many topics have strong traffic potential but can be challenging to rank for.

Explore the Keyword Ideas section to uncover lower-competition keywords related to more specific subtopics—these can be great starting points for your strategy.

For example, in the Matching Terms report, you can apply filters to identify easier keywords:

• Keyword Difficulty (KD): Set a maximum of 10 to find low-competition keywords.
• Search Volume: Set a minimum of 1 to filter out zero-volume keywords.

You’ll get a list of specific keywords that can be used to create concise, high-value articles—perfect for kickstarting your SEO strategy.

You can also explore the Questions tab to discover commonly asked questions in your niche, providing great opportunities for informative and engaging content.

If you're a smaller brand or just starting out, prioritize these lower-competition keywords until your authority grows and you can compete for more competitive terms.

For example, ForUsAll had a Domain Rating (DR) of 52 (Ahrefs’ measure of online authority) before working with us. At this intermediate authority level, they were able to target more challenging keywords like these:

On October 9th, ForUsAll published a post targeting these keywords. In just nine weeks, it was generating an estimated 4,226 visits from 319 ranked keywords.

If ForUsAll had targeted these keywords through Google Ads, they would have spent an estimated $17,800 per month to generate the same traffic they were getting organically.

To succeed in search marketing, stop treating SEO and PPC as competing strategies. Instead, view them as complementary forces working together to maximize your brand’s presence.

While SEO establishes long-term authority and sustainable traffic, PPC provides instant visibility and quick wins. By combining both, you can dominate search results, capture more high-intent users, and drive consistent growth.

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5. Map out all available search touchpoints for each keyword

Ranking #1 isn’t what it used to be.

• Google’s AI overviews answer many queries upfront.
• Ads dominate the top of the page.
• Visual search results grab more attention.
• Big brands and aggregators take priority in rankings.

Organic results keep getting pushed down, making it harder for smaller brands to get noticed—even when they rank well.

Here’s what SERPs looked like in 2013:

And here’s what they’re like in 2025:

In Google’s first fifteen years, organic results took up roughly the same amount of real estate at around 720 - 780 pixels in height.

* Varies depending on screen size. All dimensions are taken from the same screen and are relative to each other.

**Slight height adjustment due to an extended footer. The rest of the SERP dimensions remained consistent in height.

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In recent years, organic results have grown 472% in height as Google introduced rich results, disrupting the traditional “ten blue links.”

Today, the #1 organic listing typically appears 25% down the page—and almost never above the fold.

Here’s a breakdown of how much space different search features take up and how they push organic results further down:

Stop focusing solely on #1 rankings—instead, chase visibility across all search features.

Audit every available touchpoint for your target keywords—ads, organic results, AI overviews, videos, Reddit, G2, and third-party listicles—then build a strategy to maximize your presence across all of them.

Use this search ecosystem to gain an edge over more authoritative competitors:

• Run Google Ads for immediate top-of-page visibility
• Optimize profiles on G2, Capterra, and Software Advice
• Sponsor brand placements in relevant articles (if budget allows)
• Increase high-quality reviews on key platforms
• Get brand mentions in top-ranking Reddit threads
• Secure placements in top-ranking non-competitor listicles
• Retarget visitors with video ads to boost brand exposure

The goal? Be everywhere your audience looks for answers and recommendations.

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6. Create quality content and distribute it across many platforms

At this stage, you have a target keyword list and a visibility strategy for each one. Now, it’s time to create the content that ensures your brand shows up everywhere that matters.

To do this, focus on creating:

• Blog articles to capture organic search traffic
• Supporting video assets to engage and educate
• Thought leadership content to build authority
• Social media posts to expand reach and drive engagement

Here are five content frameworks we’ve used to generate thousands of qualified leads for our B2B SaaS and FinTech clients.

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[Brand] + Alternatives

Use Case: Position your product as the best alternative to your direct competitors
Process:

1. Open Ahrefs Keywords Explorer and search for your competitors.
2. Apply filters to find keywords containing “alternative,” “alternatives,” and “competitors.”

Content Format:

• ‍‍Create a listicle highlighting the top alternatives
• Develop a competitor comparison page showcasing why your product is the best choice

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Comparisons

Use Case: Capture product-aware fintech buyers and position your product as the best option

Process:

1. Open Ahrefs Keywords Explorer and search for your competitors
2. Filter for keywords including “versus,” “vs,” and “compare"

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Content Format:

• Create a direct competitor comparison page that clearly outlines how your product stacks up
• Highlight key advantages—features, pricing, integrations, and customer reviews
• Use side-by-side comparisons and real user testimonials to reinforce your value

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Best Tools/Software for [JBTD]

Use case: Capture solution-aware Fintech buyers

Process:

1. Open Ahrefs Keywords Explorer and search for your core product features and solutions.
2. Filter for keywords including “best,” “top,” “tools,” “software,” and “platforms.”

‍Content Format:

• Create listicles or comparison guides showcasing the top solutions in your category
• Position your product as the best fit by addressing your audience’s Jobs-to-Be-Done (JBTD)
• Highlight key differentiators, user reviews, and feature advantages
• Include data, case studies, or testimonials to strengthen credibility

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Best Software for [Industry/Job Title]

Use case: Target buyers looking for solutions in specific industries, verticals and roles

Process:

1. Open Ahrefs Keywords Explorer and search for your core product features and solutions.
2. Filter for keywords including “for” (e.g., “best CRM for real estate”).

Content Format:

• Create dedicated landing pages or blog posts tailored to each industry or job role you serve
• Highlight industry-specific use cases, pain points, and success stories
• Showcase customizable features, integrations, and real customer testimonials
• Use case studies or industry reports to reinforce credibility and drive conversions

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How-To + [JBTD]

‍Use case: Identify problem-aware keyword opportunities

Process:

1. Open Ahrefs Keywords Explorer and search for your audience’s main Jobs-to-Be-Done (JBTD).
2. Filter for keywords including “how to,” “tips,” “strategies,” and “tactics.”

Content Format:

• Create step-by-step guides, tutorials, or best practices tailored to your audience’s needs.
• Show how your product simplifies the process and helps them achieve their goal faster.
• Include screenshots, videos, or GIFs for clarity.
• Offer real-world examples, templates, or checklists to make implementation easier.

You can also check this list of SaaS content marketing tactics proven to build pipeline.

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7. Get brand mentions and relevant links to increase your authority

Creating content is just one part of the equation. In today’s crowded digital landscape, “build it, and they will come” doesn’t work.

To gain traction, your brand and content need to be featured in relevant industry publications and places where your audience actively searches for information. This helps you:

• Build brand authority and credibility
• Increase content discoverability
• Tap into existing audiences for greater reach

However, not all backlinks are created equal. Building the wrong type, number, or quality of links can be a costly mistake. To maximize impact, focus on:

• Prioritizing which content assets to build links to
• Acquiring the right types of links that strengthen rankings and authority
• Avoiding low-quality or irrelevant links that can dilute your SEO efforts

Note: Check out our detailed guide on how to set backlink targets the right way.

A simple way to start is by identifying who’s already ranking for your most important keywords.

How to do it:

1. Open Ahrefs Keywords Explorer
2. Search for a keyword you want to rank for
3. Click the “SERP” button to see a list of ranking pages

This helps you analyze which sites, articles, and formats are performing well—giving you insights into the type of content and backlinks you may need to compete effectively.

Once you've identified ranking pages, reach out to non-competitors and negotiate a placement in their existing content.

Other Ways to Build High-Value Links:

• Optimize your company profiles on platforms like G2, Crunchbase, and Capterra to improve visibility.
• Connect with tech reporters who cover your industry and offer expert insights for their stories.
• Distribute press releases for major company updates, product launches, or funding rounds.
• Publish data studies or unique industry insights to attract backlinks and media coverage.
• Leverage first-party data to create an industry statistics page that reporters and bloggers will reference.

These strategies help build authority, visibility, and trust while driving traffic to your most important content.

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Need a Tailored FinTech SEO Strategy?

If you're looking to increase your pipeline from organic search or uncover why your FinTech SEO strategy isn’t gaining traction, let’s chat.

We’d love to help you take your FinTech SaaS platform to the next level with a strategy built for long-term growth.

Book a 1:1 Fintech SEO strategy call here.

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