TOP 7 SEO Trends in Finance for 2025

Trying to come up with the right marketing strategy for your financial business?

In this article, we explore the critical finance SEO trends, a sector where 61% of marketers consider improving SEO and growing their organic presence as their top inbound marketing priority. Understanding and implementing these SEO trends for finance is vital, despite the recently wide-spread idea that SEO is not as effective as it used to be. We delved into the latest statistics and advancements to learn that SEO is alive and thriving, but it’s definitely changing. Join us as we navigate through these transformations, and get your finance company equipped with the tools to succeed in search engines in 2025.

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E-E-A-T: Growing Demand for Consumer Trust and Data Accuracy 

This one is one of the most important SEO trends for finance. For financial websites, Google pays extra attention to how trustworthy they are. This is because they fall under a special category called YMYL - "Your Money or Your Life." Websites under this category can have a serious impact on people’s lives. That’s why they are carefully checked by the search engine to make sure they don't have potentially harmful content.

Google uses something called the E-E-A-T framework to determine the standards for YMYL content. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

• Experience: Focuses on whether the content provides real, helpful insights based on actual user experience.
  Example: On NerdWallet, financial writers often share firsthand experience with credit cards or loan products, providing detailed comparisons that show they’ve used or researched these products extensively.

• Expertise: Assesses whether the author truly understands the subject.
  Example: A Chase Bank blog post about mortgage refinancing often includes contributions from certified mortgage advisors or references to official guidelines from Fannie Mae and Freddie Mac.

• Authoritativeness: Evaluates how recognized and reputable the site or author is within the industry.
  Example: Forbes Advisor and Bankrate build authority by citing reliable data sources (like the Federal Reserve or Experian) and collaborating with well-known financial experts.
• Trustworthiness: Focuses on the reliability and transparency of the content and the website as a whole.
  Example: Goldman Sachs’ Marcus displays detailed author bios with professional credentials, links to FINRA records, and a clear disclosure about data sources — showing transparency that builds user trust.

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The first “E” (Experience) — added most recently — is now the most influential factor in Google’s assessment. Search quality evaluators review not only the content itself but also who created it and who stands behind the website. This means your author pages, About Us sections, and external mentions (press features, LinkedIn profiles, or citations in trusted media) all contribute to higher E-E-A-T scores.Vladislav Trishkin
SEO Team Lead at Promodo

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Topical Authority: Building Expertise Around Core Financial Themes

In 2025, Topical Authority continues to be one of the strongest signals Google uses to evaluate how deeply a website covers a subject. For financial brands, this means creating not just isolated blog posts, but a strategic content ecosystem that demonstrates consistent expertise within your key service areas.

Here’s how to build topical authority step by step:

Step 1: Identify Core Financial Pillars

Start by defining your main expertise areas — your content pillars. These could include topics like personal loans, credit scores, investing, insurance, or retirement planning.
Think of these as the “core categories” of your financial brand. Use keyword research tools to understand user intent and the subtopics people are searching for in each area.

Example:
A U.S.-based financial institution might choose the following pillars:

• Credit & Lending
• Personal Finance Management
• Investments & Savings
• Insurance & Protection

Step 2: Build a Pillar Page

Create a comprehensive pillar page that serves as the ultimate guide for one of these categories — for example, “The Ultimate Guide to Personal Loans in 2025.”
This page should provide a complete overview of the topic, combining educational content, data-driven insights, and links to deeper articles.
Use visuals (infographics, calculators, comparison charts) to make complex financial information more digestible.

Step 3: Create a Topic Cluster

Develop a series of supporting articles (topic cluster) that explore related subtopics in depth. Each article should link back to the main pillar page using relevant anchor text, helping search engines understand your content structure and relevance.

Example of a “Personal Loans” cluster:

• How to Check Your Credit Score Before Applying for a Loan
• Fixed vs. Variable Interest Rates Explained
• Top 10 Mistakes to Avoid When Taking Out a Loan
• How to Improve Your Credit Score for Better Loan Terms

These interconnected articles signal to Google that your website is a trusted, authoritative source in the financial field — boosting visibility and rankings for the entire topic group.

As Vladislav Trishkin, SEO Team Lead at Promodo, notes:

“Topical authority in finance isn’t built overnight. It’s earned through structured content, clear internal linking, and consistent updates to reflect real market data and regulatory changes.”

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Finance SEO Tips: How to Make Your Website Meet E-E-A-T Standards

• Use a secure website connection to protect visitors.
• When you write blog posts, mention the name of the author and include their photo and a short bio to make it more trustworthy.
• Focus on making your website easy and pleasant to use.
• Provide clear and correct information on your "About", "Terms and Conditions", and "Contact" pages.
• Use real people’s email addresses in your contact forms instead of general ones like [email protected].

Doing these will help your website get a better review from Google's Quality Raters, which is important for good search engine rankings, especially in the finance sector.

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Local SEO for Finance Industry for Businesses with Physical Branches

Local SEO trends for finance businesses aim at improving your online visibility in local search results. It ensures that when someone nearby searches for 'bank/financial advisor/money exchange near me,' your firm shows up among the top choices. This strategy encompasses various methods, including keyword optimization and managing local business listings, to boost your visibility and attract local web traffic. The main goal is to prompt the potential local customers to contact your business, whether by email, phone, or in-person visits.

Here are some latest statistics illustrating the importance of local SEO for any business within finance that wants to attract customers to their physical locations:

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Not only does local SEO attract traffic, but it is also a must for the convenience and trust of your customers. People who conduct local searches expect to get all the necessary information about your business’s local representation, such as opening hours, website, phone number, holiday availability, etc. And be sure that they will pay extra attention to the rating and reviews to see whether other people were satisfied with your services. 

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SEO Tips For Finance: Steps to Take Right Now to Benefit from Local Searches

☐ Keyword Optimization: Use keywords that your local customers are searching for. Include city or region names in your content to target local searches.

☐ Set Up Your Google Business Profile: A well-maintained Google Business profile can dramatically increase your visibility. Make sure it's complete with up-to-date information, including address, phone number, and services offered.

☐ Encourage Reviews: Positive reviews boost your credibility. Encourage satisfied clients to leave reviews on your Google Business profile and other local directories.

☐ Local Link Building: Collaborate with local businesses and organizations for link exchanges. Local backlinks strengthen your local SEO.

☐ Mobile Optimization: Most local searches are done on mobile devices. Ensure your website is mobile-friendly, with fast loading times and easy navigation.

☐ Local Content: Create content that's relevant to your local audience. Blog about local finance news or events, showing your engagement with the community.

☐ Properly Optimized Website: Make sure your website is perfectly optimized for web crawlers to appear not only on maps, but also at the top of SERPs.

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Is it hard to keep track of all the SEO nuances when working on your website? Here is a free online checker to give you a better understanding of your website’s SEO health.
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Voice Search: Shift from Typing to Talking

More than 50% of searches ar voice-based.

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This one is among the hottest SEO trends for finance. Voice search changes the nature of keywords and queries. While traditional text searches often involve short, concise phrases or keywords, voice searches tend to be longer and more conversational. For example, someone might type “best interest rates” into a search engine, but they might ask a voice assistant, “What are the best interest rates available for savings accounts today?” This shift means financial companies need to optimize their content for natural language and question-based queries.

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SEO for Finance Tips: Do These to Optimize for Voice Search

Use Conversational Keywords: Incorporate long-tail keywords that reflect how people naturally speak. This involves understanding the questions customers are likely to ask verbally and incorporating those phrases into the website's content.

Create FAQ Pages: These pages can directly answer common questions. For example, a bank might have an FAQ section answering, “How do I open a savings account?” or “What’s the current mortgage rate?”

Improve Website Speed and Mobile Optimization: Voice search is predominantly used on mobile devices. Therefore, ensuring that the website is mobile-friendly and loads quickly is crucial to appear higher in vocal search.

Use Structured Data: This helps voice assistants understand the content of your website better, making it more likely to be used in voice search results.

Invest in Link Building: A healthy backlink profile boosts a website’s ranking in voice search.

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Mobile SEO: Adapting to Mobile-First Approach

In 2025, mobile search is still on the mission to outpace desktop search. SEO experts have been long prepared for the mobile-dominated world. 80% of the websites that appear at the top of search engine results ensure their sites are effectively optimized for mobile users.

Mobile SEO involves optimizing a website for search engines with a specific focus on improving user experience on mobile devices. This SEO trend for finance is increasingly important for financial businesses due to the growing trend of consumers accessing financial information and services via smartphones and tablets.

Why Mobile SEO is Crucial for Financial Businesses:

User Behavior 

With the rise of mobile internet usage, more customers are using their mobile devices for financial transactions and information. Mobile SEO ensures that these users have a seamless experience, which is crucial for maintaining customer satisfaction and loyalty.

Local Search

Mobile searches often have local intent. For financial businesses like banks or advisory services, appearing in local search results can drive more foot traffic to physical locations.

Google's Mobile-First Indexing 

Google predominantly uses the mobile version of content for indexing and ranking. If a financial company's website isn't optimized for mobile, it risks lower search rankings.

SEO Tips for Finance: Make Sure Your Website Has These for Good Mobile SEO

• Responsive Design: Ensure your website is responsive, meaning it automatically adjusts to fit the screen size of any device. For example, a bank might redesign its website so that it's easily navigable on both desktop and smartphones.
• Fast Loading Speed: Mobile users expect quick loading times. Tools like Google's PageSpeed Insights can help identify and fix issues that slow down your site.
• Intuitive Navigation: A mobile-friendly website should have a simple, intuitive interface. For instance, an investment firm could streamline its menu and make call-to-action buttons more prominent for easy access on small screens.
• Mobile-Friendly Content: Use short paragraphs, bullet points, and images to make content easier to consume on mobile devices. A financial blog might use more concise articles with clear headings — or even embed mobile-friendly multi step forms for personalized service qualification or lead capture.

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Video SEO: Boosting Organic Traffic

Video SEO is the process of optimizing video content to increase its visibility and ranking on search engine results pages (SERPs) and within video platforms like YouTube. Optimized video content is among increasingly important SEO trends for finance. It allows to engage an audience that prefers visual and auditory content over text. 

Why are videos important for SEO? Here are some numbers that speak louder than any words:

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Having a video on your landing page can increase your likelihood of appearing on Google’s first page by 53%. 

In global searches, videos show up in 62% of Google's results.

Additionally, posts with videos attract more backlinks and see a 157% boost in traffic.

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SEO Tips for Finance: Improve Your Rankings with Videos

Keyword Research for Titles and Descriptions:

Similar to traditional SEO, identify relevant keywords and include them in your video's title, description, and tags. For example, a video on retirement planning might include terms like “retirement savings tips” or “401k advice.”

High-Quality Content: 

Create informative and engaging videos that provide value to the viewer. This could include tutorials, financial advice, market analysis, etc.

Create Engaging Thumbnails: 

Thumbnails act as the first impression of your video. Design compelling thumbnails that give a clear idea of what your video is about.

Transcripts and Subtitles: 

Include transcripts and subtitles not only for accessibility but also because they provide more text for search engines to index.

Video Sitemaps: 

Create and submit a video sitemap to search engines. This makes it easier for search engines to find and index your videos.

Promotion and Backlinks: 

Share your videos on social media and other platforms. Encourage embedding and sharing to generate backlinks.

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AI and Automation in SEO: Adapting to the New Reality

AI and automation are revolutionizing the SEO landscape, offering new ways to optimize web content for better search engine rankings. AI algorithms can analyze vast amounts of data, providing insights into search patterns and user behavior. This allows for the creation of more targeted and relevant content.

Automation in SEO streamlines repetitive tasks like keyword research, site audits, and backlink analysis. AI also plays a crucial role in understanding and adapting to search engine algorithms. It can predict changes in search trends, allowing businesses to stay ahead of the curve. 

After incorporating AI into their SEO strategies, 40% of marketers reported experiencing a revenue boost ranging from 6-10%.

The full capacity of AI is yet to be discovered, however you can already start to explore what it can do to help you dominate SEO in your field. 

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At Promodo, we have defined a universal algorithm — a mix of AI and manmade effects. While implementing AI at work, we edit all the AI-generated content. In most cases, GPT fails to pass through fact-checking, while Google is way too sensitive to such content.
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Vladyslav Trishkin
SEO Team Lead at Promodo

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Looking for more insights to adjust your digital marketing strategy for 2025? Here are some industry benchmarks for you to consider.

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Key SEO Best Practices for Finance in 2025

• Showcase Author Expertise: Always display author credentials, certifications, and experience to strengthen E-E-A-T signals.
• Create Topical Authority Hubs: Structure content around key financial pillars like loans, insurance, and investments using the pillar-cluster model.
• Update Content Regularly: Refresh financial data, rates, and regulations quarterly to maintain accuracy and trust.
• Optimize for Mobile and Voice Search: Ensure calculators, tools, and forms load fast and are easy to use on smartphones.
• Leverage Structured Data: Use schema markup for products, reviews, and FAQs to improve SERP visibility.
• Prioritize User Intent: Build content that directly answers searchers’ financial questions, not just ranks for keywords.
• Integrate AI-Enhanced Insights: Use AI tools to identify emerging search trends and adapt your content before competitors do.

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Prioritization of SEO Trends for the Finance Industry

To plan resources effectively and focus on what brings the most value, it’s important to prioritize key SEO trends.
The table below highlights their business impact and implementation effort.

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How Promodo Can Help Financial Companies Succeed In Local Businesses

For successful SEO in the finance niche, it's essential to follow Google's guidelines and stay updated with trends, like regularly updating content based on keyword searches and enhancing the user experience on the website. Typically Google makes changes in the algorithm 500-600 times per year. Keeping track of all the changes and adjusting to fit all the requirements is a difficult task that consumes a lot of time and resources. 

Thanks to the team of experienced SEO professionals, Promodo can help you achieve results faster. In fact, the average traffic growth of Promodo’s clients in the first year is 40%. 

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FAQ

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Why is E-E-A-T crucial for finance websites?‍

Because financial content directly affects people’s money and decisions, Google treats it under the Your Money or Your Life (YMYL) category. That means your site must demonstrate real expertise, experience, and trust. Displaying author credentials, linking to verified sources, and maintaining transparent company information help build trust signals that improve both rankings and conversions.

How can financial companies build topical authority?‍

Start by focusing on a few core topics — for example, personal loans, investments, or insurance — and create in-depth pillar pages for each. Then, support these with a cluster of related articles that answer specific user questions. Over time, this interconnected structure shows Google that your site is a reliable source of expert financial information.

Is voice search optimization important for the finance industry?‍

Yes, especially as more users turn to smart assistants to find quick answers about rates, calculators, or nearby branches. Using conversational language, structured data, and concise FAQs helps your financial website appear in these voice-based results.

What is the difference between SEO for finance and other industries?‍

SEO for finance carries a higher bar for accuracy and credibility. While most industries focus mainly on keywords and links, finance marketers must prioritize trust, transparency, and compliance. Clear authorship, verified facts, and regulatory-friendly content are not just best practices — they’re essential for ranking and maintaining user confidence.

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