11 Actionable SEO Tips for B2B Fintechs

11 Actionable SEO Tips for B2B Fintechs

We are not going to sugarcoat it…

B2B fintech SEO is a challenging field where big, established fintechs are ranking for the most competitive keywords.

You see the likes of Stripe, Square, and OnDeck on the first page over and over again for the most competitive keywords.

Add websites like Wikipedia, Investopedia, NerdWallet, and HubSpot that aren’t B2B fintechs, but pursue some keywords valued by B2B fintechs, and that pretty much fills up page 1.

It may seem like a daunting task to try and compete with these high authority websites, especially when just starting out with SEO for your B2B fintech. 

But you have to start somewhere, and it is possible to compete.

Check out our 11 SEO tips that will help your B2B fintech rank for keywords that are valuable to your company.

1) Address client pain points with content

This first one may seem obvious, but is it?

Ask your existing clients what problem they were trying to solve when they discovered your product. Some of the answers may surprise you, and introduce a pain point you hadn’t thought of.

These can be excellent topics to write about. They have the potential to capture search traffic from very targeted long-tail keywords with a higher likelihood of converting to new clients.

SEO-optimized FAQ pages are another great way to answer common questions potential clients are asking.

Stripe generates 76,000 organic visits per month to their FAQ pages:

Make sure to document questions you get about your product and address them on your website.

2) Cover your “what is” to gain topical authority

Potential clients who are in the discovery phase of their journey will often search for “What is [keyword]”. 

To be visible to this audience, it is important to serve content that defines key terminology regarding your product.

This content is top of the funnel and informational in nature, and it helps build topical authority in the eyes of both humans and search engines.

Check out the Google results for “what is an invoice”:

The first page of Google is filled with invoicing software companies and other fintech companies that have invoicing as part of their solution.

An excellent way to cover your “what is” is by creating glossary pages with definitions of key terminology.

Chargebee and FreshBooks are two companies that generate excellent SEO traffic numbers with glossary pages.

Ensure you write concise and short definitions which could help you rank in Google’s featured snippet.

3) Provide free tools and resources

People (and your potential clients) love getting free value, and they actively search for it.

Here’s the monthly search volume numbers for free resource keywords:

b2b fintech seo keywords

People who search for free resources likely only need a “good enough” solution to their immediate problems, and they want an answer as fast as possible.

This means you need an easy-to-use tool.

Calculators and free templates are also great for earning backlinks, which help boost the overall rankings of your content.

Here are 8 keyword ideas for providing free value:

  • Free + [topic] + calculator
  • Free + [topic] + tool
  • Free + [topic] + template
  • Free + [topic] + checklist
  • Free + [topic] + test
  • Free + [topic] + report
  • Free + [topic] + tutorial
  • Free + [topic] + generator

4) Publish “how to” explainer articles

Explainer articles are a great way to showcase both your expertise and the capabilities of your B2B fintech solution.

Xero covers everything there is to know about bookkeeping:

This is a clever way of capturing people that search for these topics. 

You can explain how to do everything manually, and also mention your product as the faster and more efficient solution (in this example, bookkeeping software).

Covering all of your how-tos is a great way to create supporting articles and boost the SEO of your pillar pages with contextual internal linking.

5) Keep your content fresh and up to date

Google likes fresh content, yet regular content audits and content updates are an often neglected aspect of SEO.

Not all content is evergreen, and content can become outdated or even obsolete. 

Some of your old articles may be citing statistics from years ago or mention financial regulations or laws that have since changed.

Regularly updating, removing, or merging content should be an integral part of the overall SEO strategy for B2B fintechs.

SERP Builders uses a data-driven approach to content updates. Contact us to learn more.

RELATED: How to Recover & Grow Traffic with Blog Post Updates

6) Work with Subject Matter Experts (SME’s)

Google has recently updated their quality rater guidelines from E-A-T to E-E-A-T, meaning experience, expertise, authoritativeness, and trustworthiness.

They want evidence that your content has been created by an expert.

FreshBooks includes detailed author biographies to all of their articles:

As a long-time FreshBooks customer, this author should qualify as a subject matter expert when talking about FreshBooks products.

Having good E-E-A-T best practices in place is especially important for SEO in so-called YMYL (Your Money, Your Life) industries, of which fintech is one.

7) Offer a great user experience on your website

All of the best B2B fintech websites have a great user experience.

Your website should be fast, mobile responsive, and intuitive to use.

The page experience report in Google Search Console is a good place to start auditing the more technical aspects of user experience of your website.

Use a website speed analyzer tool such as GTmetrix to dive into the nitty gritty.

Each page on your website should serve the exact information users are looking for, matching their search intent.

Internal links and CTA buttons should be placed strategically to keep users interacting with your website.

Think about the purpose of each element on your pages. A tool like Hotjar is a great way to see how people are interacting with your pages.

Nailing all of these user experience elements pays dividends for your SEO visibility.

8) Own your brand keywords

Your potential customers are going to search for reviews and compare your B2B fintech solution to your competitors.

It’s important to capture this B2B fintech SEO audience, as these are the people who are at the final stages of the research phase.

They are ready to pick a solution and buy.

Square has dedicated pages for all of the major “Square vs. [Competitor]” keywords:

It is best to publish this type of content as soon as possible, so when your B2B fintech gets compared to other solutions, the searchers land on your website.

Here are some keyword ideas for owning your brand search traffic:

  • [Your company] + reviews
  • [Your company] + vs + [Competitor]
  • [Your company] + pricing
  • [Your company] + alternatives
  • [Your company] + features
  • [Your company] + careers

9) Create video content

According to a survey by Brightcove and Ascend2, 95% of B2B buyers say that video content plays an important role in moving forward with a purchase.

YouTube is the second most visited website in the world, and users spend almost 24 hours each month on YouTube.

And YouTube is a search engine.

Not only does it allow you to get in front of potential customers who search directly on YouTube, but you can also embed the YouTube videos into your website content.

This way, both your website and your YouTube channel feed traffic to each other. A win-win.

10) Leverage PR to generate backlinks

The B2B fintech space is a very competitive space to build high quality, relevant backlinks.

Websites that are even slightly related to finance get bombarded with link building spam.

One way to gain backlinks from high authority websites is to leverage PR – for example, when you raise funding.

It’s a great idea to contact websites that regularly report on B2B fintech startup funding rounds and other fintech company related news.

To identify websites that report on funding rounds, use the Google search operator “intitle”.


  • “Fintech company” intitle:funding
  • [Competitor name] intitle:seed
  • “B2b fintech” intitle:series
  • [Company type] intitle:raises

Make a list of the most common websites and contact them when there is news related to your B2B fintech.

11) Conduct regular SEO audits

We cannot stress the importance of regular SEO audits enough.

Issues can arise, and their root cause may not always be apparent or obvious.

Your hosting provider or your content delivery network may experience issues which impact your website.

A plugin in your CMS might stop functioning correctly or cause conflicts with other website functionality.

You may inadvertently publish new content that creates keyword cannibalization issues with older content.

The more content and pages you publish on your website, the more issues can arise.

Stay on top of (potential) SEO issues by regularly auditing your website and doing SEO housekeeping.

How the right SEO strategy benefits your B2B fintech

In a competitive B2B fintech niche, using the right SEO strategy can be a huge driving factor in the success of your company.

If done right, it regularly delivers qualified leads and clients.

SERP Builders specializes in SEO and content for B2B fintech businesses. We can help implement the B2B fintech SEO tips we shared in this article.

Learn more about our SEO and content services, or reach out for a tailored strategy that fits your site’s needs.

ABOUT Bart Platteeuw

Bart has provided SEO services to large websites for 6+ years, helping dozens of clients significantly increase their organic traffic over that period. He is a strong believer in the 80/20 rule, prioritizing activities that are likely to move the needle for clients. Bart is passionate about traveling to off-the-beaten-path locations – he likes immersing himself in different cultures.