Renowned globally among finance professionals, Goldmine Media’s Blogs stand as the premier destination for both enlightening education and powerful inspiration.


Each of Goldmine Media's bespoke email newsletters, consolidated in a single place.


Enhance your understanding and manage your business effectively with our comprehensive guides, templates, and resources.

What is SEO? And how does work?

What is SEO?

Search engine optimisation (SEO) improves the visibility and ranking of a website or web page in search engine results pages (SERPs). You can improve your firm’s website SEO through on-page optimisation (such as optimising title tags and meta descriptions) and off-page optimisation (building backlinks and promoting relevant content).

Title tags

A title tag is a website element that denotes the title of a web page. Title tags are shown in a couple of key locations: Search results pages: When you search on Google, you will find a list of results in blue text.

Meta descriptions

A meta description tag generally informs and interests users with a short, relevant summary of what a particular page is about. They are like a pitch that convince the user that the page is exactly what they’re looking for.

“68% of online experiences begin with a search engine”

Source: Semrush


A backlink is when one website links to another with an anchor text. An example of a backlink is any article you find that links to another source or website. You can find examples of website backlinks all over the internet, especially on popular blog sites that link back to relevant content.

The goal of SEO is to drive more traffic to a site or page, ideally resulting in more conversions (such as sales or sign-ups). Good SEO will also help your website or web pages rank higher in search results, leading to increased visibility and traffic.

What are organic and paid search results?

Organic search

When you search on a search engine, the results are divided into two categories: organic and paid.  Organic results appear naturally in the search results based on the site’s relevance to the search term.

PPC (Paid search)

Paid results, on the other hand, appear as ads that businesses have paid to display in the search results. In general, users are more likely to click on organic results than paid ones since they are not seen as being biased by commercial interests.

As a result, organic search results are highly coveted by financial firms, and appearing high in organic results can significantly increase traffic to a site.

“75% of people never scroll past the first page of search engines”

Source: Google

Is pay-per-click (PPC) the same as SEO?

Regarding online marketing, there are various strategies businesses can use to reach their target audience. Pay-per-click (PPC) and search engine optimisation (SEO) are two popular methods. While both tactics can be effective, they are pretty different.

PPC is a paid form of advertising in which businesses bid on keywords and then place ads on search engine results pages (SERPs). In contrast, SEO is a free form of marketing that focuses on improving the visibility of websites in organic search results.

While PPC can be a quick way to drive traffic to a website, SEO is often a more long-term strategy that can lead to sustainable results.

As such, financial firms should carefully consider which approach is right for them before investing time and money into either tactic.

“66% of prospective clients perform some type of online research before making contact with a financial advice firm”

Source: HubSpot

How important are keywords in search engine optimisation?

Keyword research is an essential part of SEO. By understanding which keyword phrases people use to search for your services or products, you can ensure that your website appears at the top of the SERPs.

In addition, keyword research can also help to identify new market opportunities and better understand the needs and interests of your target audience.

As a result, keyword research is an essential tool for any financial firm that wants to succeed in the digital marketplace.

What is link building for SEO?

Quality link building is an essential part of any successful SEO strategy. You can improve your site’s visibility and organic search traffic by building links to your website.

There are many ways to build links, but some methods are more effective than others. One of the most effective ways to build links is through guest blogging.

By writing quality guest posts on relevant blogs, you can earn valuable backlinks while establishing yourself as an expert in your field.

Another great way to build links is to create helpful resources that other website owners want to link to. For example, you could produce an infographic or a guide that covers a popular topic within the financial services industry.

Other website owners are more likely to link to your content if you provide value. Link building can be time-consuming, but it’s worth the effort if you want to improve your SEO and online visibility.

“Leads from search engines have a 14.6% close rate, while outbound leads (ex. cold-calling, direct mail, etc.) have a 1.7% close rate”

Source: Semrush

What is local SEO?

Local SEO is the process of optimising your online presence to attract more local prospective clients. Local SEO includes creating listings on directories and review sites and developing content that targets keywords associated with your city or town.

By making it easier for prospective clients to find you online, local SEO can help you boost your bottom line.

While it can take some time and effort to get started, the rewards of increased website traffic and improved client loyalty make local SEO a worthwhile investment for any business that relies on attracting local clients.

What is technical SEO?

Technical SEO is optimising a website for search engines to improve the site’s visibility and rank in the search results. It involves tasks such as optimising the website structure, improving the code, and ensuring the website is accessible to search engine crawlers.

Technical SEO can be a complex and time-consuming process, but it is essential for any website that wants to rank well in the search engines.

By optimising your website for search engines, financial advisers can improve their chances of getting found by prospective clients looking for their services or products online.

“90% of financial advice firm website pages receive zero organic traffic”

Source: Moz

Does a website being mobile-friendly affect SEO?

A website’s mobile-friendliness is a ranking factor for Google’s search algorithm. In other words, if your website is not mobile-friendly, it may rank lower in search results on mobile devices.

Google wants to provide its users with the best possible experience and knows that many people use mobile devices to access the internet. A mobile-friendly website is designed to be easily read and navigated on a small screen. It typically has a simplified layout and larger font sizes.

In addition, a mobile-friendly website will usually have buttons and links that are easy to tap on a touchscreen. Making your website mobile-friendly can improve your SEO and help you reach more prospective clients.

What are the benefits of updating relevant content for SEO?

One of the most important aspects of SEO is keeping your website’s content fresh and up-to-date with an effective Content Marketing strategy. Not only does this give your site an increased chance of being found by prospective clients, but it also helps to build trust and credibility.

In today’s competitive financial services market, it is essential to have a website updated regularly with relevant, keyword-rich content. Adding new content can also help improve your website’s ranking in search engine results pages.

In addition, updating your content can also help to attract new visitors and keep existing clients engaged. Fresh and relevant content is essential for any successful SEO campaign.

How to target an audience for my business through SEO

When running a successful business, your target audience is vital to keep in mind. Knowing your target audience is essential to cater to their needs effectively and wants. The same goes for trying to reach your target audience through SEO.

By understanding who your target audience is and what they’re looking for, you can create relevant content and rank high in search engines. To get started, take some time to research your target audience.

Consider their age, gender, location, interests, and intent when they search for something online. Once you better understand your target audience, you can start creating content specifically tailored to them.

Doing so will help you attract more quality visitors to your website and convert more of them into fee-paying clients.

“50% of searches use four or more words”

Source: Google

What is the best search engine optimisation strategy?

There are several different SEO strategies that you can use to achieve this, but not all strategies are equally effective. To determine the best SEO strategy for your website, you want to consider your individual firms goals and objectives. Are you trying to generate more leads or improve your client communications and relationships?

Once you have done this, you can begin researching and implementing the most effective SEO tactics. However, it is essential to note that SEO is an ongoing process. So you will need to continuously monitor and adjust your SEO strategy to maintain your ranking position.

Some common SEO strategies include keyword research, link building and content optimisation. By using these and other strategies, your firm can improve the chances of appearing at the top of the search engine results pages and, in turn, drive more traffic to your website.

Does meta description affect search engine ranking?

Meta descriptions directly affect search engine ranking; there is no doubt that they play an essential role in attracting clicks from organic search results. A well-written meta description can be the difference between a searcher clicking through to your website or moving on to a competitor’s.

In addition, social media networks often use meta descriptions as the text that appears below your page’s title when it is shared. A compelling meta description can also help to promote your website via social media.

As such, while you may not be able to control how search engines rank your website, crafting an effective meta description is still worthwhile.

Ready to discuss your firm’s digital marketing goals?

At Goldmine Media, we are digitally led. Results driven. Experts at what we do. We make it happen.

Our integrated digital marketing company will work with your firm to grow rapidly by using data-driven and award-winning digital marketing strategies. Ready to discuss your next project? Contact Goldmine Media on 0845 686 0055, or email:

Lucy Bowen, Head of Digital,

Goldmine Media

Free Lead
Generation Tips

Lead the way:
Get the leads,
close the deals

Unlock the art of Digital Marketing in Financial Services.