In the Modern Era of SEO and GEO/AI Search, What Can Financial Services Industry Companies Do to Ensure That Their Businesses Grow Rather Than Get Left Behind?
The Financial Services Industry (FSI) is undergoing a seismic shift. As artificial intelligence (AI), Search Engine Optimisation (SEO), and geolocation (GEO) technologies evolve, companies face a critical juncture: adapt to the modern digital landscape or risk obsolescence. The days of static websites and traditional advertising are fading fast. Today’s consumers are mobile-first, search-savvy, and expect highly personalised, real-time digital experiences.
In this article, we explore how financial services firms—from banks and investment firms to insurance providers and fintech companies—can harness modern search techniques to not only stay competitive but also fuel sustainable growth.
1. Understanding Modern Search: More Than Just Keywords
The Evolution of SEO
SEO is no longer just about stuffing webpages with keywords. Modern SEO incorporates:
- Semantic search: Understanding searcher intent and context.
- Natural Language Processing (NLP): Allowing AI algorithms to understand queries conversationally.
- User experience (UX): Search engines favour sites with fast loading times, mobile responsiveness, and clean navigation.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google’s quality criteria that prioritise credible content—particularly important in finance.
Action Step: Financial institutions must invest in technical SEO, UX optimisation, and trustworthy content written by verified experts.
Local and GEO Search
Consumers often search for financial services with GEO-intent—e.g., “mortgage broker near me” or “best interest rates in London.” Search engines now prioritise hyper-local results.
Action Step: FSIs should:
- Optimise their Google Business Profiles.
- Use local keywords in site metadata.
- Embed location-based structured data (schema) on their websites.
- Solicit and respond to Google reviews.
2. AI Search: The New Frontier
Rise of AI Assistants
Tools like ChatGPT, Bing Copilot, and Google Gemini are changing how people find information. Increasingly, users ask AI to make financial comparisons, explain tax laws, or recommend services.
If your company doesn’t appear in these AI-generated answers, you’re invisible to a growing segment of your audience.
Action Step: Ensure your content is:
- Written in conversational language.
- Structured in ways AI can easily parse (e.g., FAQs, bullet points).
- Featured in reputable third-party publications, which are often crawled for answers.
Predictive and Personalised Search
AI-driven search engines are leveraging historical data to predict user needs. For example, someone who recently searched for “first home” might soon see mortgage ads or loan calculators.
Action Step: Deploy AI-driven marketing platforms that analyse user behaviour and deliver personalised content and search experiences.
3. Embracing Content Marketing and Thought Leadership
People want clarity and confidence when making financial decisions. That’s where content comes in.
What Kind of Content Works?
- Guides and explainers (e.g., “Understanding Your Pension Options in the UK”)
- Tools and calculators (e.g., mortgage, tax, savings)
- Interactive chatbots to answer real-time queries
- Videos and podcasts featuring industry experts
Action Step: Invest in a content marketing team or agency familiar with FSI compliance and audience expectations.
4. Mobile-First and Voice Search Optimisation
Why Mobile and Voice Matter
Most financial queries now begin on smartphones. Meanwhile, voice assistants like Alexa and Siri are handling more finance-related questions.
Action Step: Ensure your website is:
- Fully mobile-responsive.
- Built with schema.org markup to support voice search.
- Uses conversational SEO phrases (e.g., “How can I save for a house?”).
5. Monitoring, Analytics and Continuous Optimisation
Digital success in search is never ‘set and forget’. Regular audits and optimisations are essential.
Tools to Use:
- Google Search Console for performance data.
- Google Analytics 4 (GA4) for user journey insights.
- Microsoft Clarity for heatmaps and user interactions.
Action Step: Assign or hire a Digital Performance Analyst to ensure continuous improvement.
6. Ensuring Compliance in Digital Marketing
The FSI is tightly regulated. Content and digital strategies must comply with bodies such as:
- The Financial Conduct Authority (FCA) in the UK
- General Data Protection Regulation (GDPR) for data handling
Action Step: Implement approval workflows for digital content that ensure legal compliance without stalling creativity.
7. Leveraging Partnerships and Platforms
Partner with trusted directories, aggregators, and platforms that have established SEO presence. Appearing on high-authority websites can boost visibility and brand credibility.
Examples:
- MoneySavingExpert
- CompareTheMarket
- Financial Times guest articles
- Finextra and BankingTech for fintech firms
Summary: Adapt or Be Left Behind
The message is clear: The financial services industry must embrace the evolution of SEO and AI-driven search or face the existential risk of digital invisibility.
Search is no longer a marketing afterthought—it’s a cornerstone of customer acquisition, retention, and brand trust. Financial brands that align themselves with modern search behaviour—mobile, AI-driven, local, and personal—will reach the right people at the right time with the right message.
Those that don’t? They risk losing relevance, market share, and ultimately, business sustainability.
In an age where your competitors are just one query away, being findable is no longer optional—it’s critical.