How B2B fintechs can build trust through SEO and digital PR

Trust is important to any business, but in fintech, trust is even more imperative. And that trust needs to be earned by search engines, as well as by consumers.

SEO and digital PR are two of the best ways to show trust. Both show search engines that you are an expert in your field and give consumers multiple reasons to believe in your business.

How does SEO build trust for fintechs?

SEO plays a central role in building trust for fintech businesses by enhancing their online visibility and authority while simultaneously demonstrating their expertise reliability, and compliance with industry standards.

Improves search engine rankings through EEAT

EEAT (Expertise, Experience, Authority, and Trust) is a key factor in Google’s ranking algorithm for websites. And this is specifically true for websites that fall into finance, where sensitive financial data and complex regulatory requirements are involved. And as such, search engines prioritise content that demonstrates these qualities, improving rankings and visibility.

By creating content that showcases experience and expertise in business finance, regulatory updates, and industry insights, B2B fintech companies can establish themselves as trustworthy and an authority in the sector.

Opimises for user intent

SEO ensures that fintech companies’ content aligns with what potential clients are searching for. When a fintech company’s website offers clear, accurate, and valuable information that answers user questions (such as information on business grants available), it builds trust with both search engines and visitors.

Users who find relevant and trustworthy content are more likely to engage with the brand, which further strengthens credibility.

Builds authority with backlinks

SEO strategies like link building involve actively acquiring backlinks from relevant, high-authority, and reputable websites. When a fintech site is linked to from trusted news outlets, industry blogs, and relevant niche websites, it shows both Google and users that the brand is credible and they should trust them.

Optimised content marketing, designed to be evergreen pieces of content that sit on a website, is also a great way of building backlinks organically over time.

A strong backlink profile improves search rankings by increasing search engine authority, while increasing the perception of authority within the industry amongst consumers.

Improves user experience and site performance

A thorough SEO strategy includes optimising site speed, mobile-responsiveness, and overall user experience. Fintech companies that offer visitors a seamless, secure, and user-friendly experience are more likely to earn customers by instilling confidence in their service.

On the other hand, trust can be lost if visitors encounter slow-loading pages, broken links, and unclear navigation. A good SEO strategy ensures that websites runs smoothly, offer a reliable experience, and build trust.

How does digital PR build trust for fintechs?

Digital PR builds trust for fintech companies by enhancing their online reputation, increasing visibility, and demonstrating credibility through authoritative backlinks and citations, while simultaneously building topic authority.

Earns media coverage from relevant and trusted sources

When fintech companies are featured in well-known and relevant publications and niche industry websites, it acts as a vote of confidence from search engines. This then translates to potential customers. Consumers tend to trust information coming from established and credible media sources.

Articles, interviews, or mentions on trusted platforms validate the business’s expertise and reliability, making it more likely to be chosen by target consumers.

Builds backlinks to reputable sites

While citations on key media will showcase your expertise and topic authority to search engines as well as consumers, earning backlinks directly signal to search engines that the brand is credible. In fact, backlinks are one of the most important ranking factors. So by building plenty of backlinks across a variety of relevant and trusted sites, it makes it easier for potential customers to find trustworthy information about the company.

Backlinks from respected sources not only drive traffic but enhance a brand’s online authority, further building trust with potential customers.

Positions internal experts as thought leaders

Cementing authority is more than showcasing your business; you need to showcase your team’s expertise, too. Digital PR often involves securing opportunities for internal experts to add useful and helpful tips and advice for the media, be interviewed by journalists, and contribute guest posts to showcase thought leadership. This helps them build trust, which filters down to the company, too.

Regular thought leadership content shared through credible channels helps fintechs demonstrate deep industry knowledge, making them a go-to source for reliable financial insight, advice, and tips.

Generates positive news and announcements

Working in tandem with traditional PR, digital PR can also help in sharing important company news, such as new product launches, partnerships, expansion into new markets, and funding rounds.

Just like traditional PR, digital PR utilises press releases to tell good news stories that show potential clients, investors, and partners that the business is doing well, showing growth, stability, and reliability, further strengthening the business’s reputation.

Fintech SEO in 2024 and beyond

Relevance and quality are only going to become more important to Google and other search engines. And SEO and digital PR are two of the best ways to show both. By combining the power of SEO and digital PR, B2B fintech companies will not only improve their search rankings but also build the credibility needed to win over customers.

Through thought leadership content, securing high-quality backlinks, smooth, and technically clean websites, fintechs will improve their EEAT and position themselves as trusted, authoritative voices in the sector and set them up for long-term success.

For more information about how we can help your fintech business build trust in the search engines and amongst consumers through SEO and digital PR, get in touch with us.