Specialist SEO for finance, trading and fintech
Own the searches
that move money.
Your next depositor is comparing spreads, challenge rules or exchange fees right now, on a page you do not control, placed by someone who will invoice you for the introduction. We build the organic search position that ends that arrangement.
Twenty years in search. More than a decade in fintech and finance.
Experience ranking sites in some of the web's most competitive commercial search markets.
Selected
best forex broker
Journey stage
Compare
Conversion event
Account open
Illustrative model of a broker search market. Query classes are real; demand, positions and holders are examples used to show the shape of the analysis. Your fintech SEO audit uses your own data.
The marketers behind this firm have worked with
Experience gained in-house, through agency engagements and through approved direct-client work. Inclusion does not indicate a current retainer with Fintech Traffic, and no brand listed endorses this firm. The basis is stated on the experience page. How we describe experience.
The commercial problem
You are already paying for the traffic you should own.
Every finance acquisition budget has the same shape. Paid search gets more expensive each year. Affiliates take a share of the customer for the life of the account. Sponsorships buy awareness that converts through somebody else's comparison table.
Meanwhile the queries that decide the purchase sit unclaimed, and the organic asset that would lower every other cost never gets built.
- 01
Paid search only gets dearer
Broker and prop terms are among the most expensive keywords in any market. You rebid on the same demand every quarter and own nothing at the end of it.
- 02
Affiliate deals compress margin permanently
A revenue share is a recurring cost attached to a customer who found you through a page ranking for a query you could hold yourself.
- 03
Competitors quietly own non-branded search
The firms taking organic seriously appear in every comparison, review and country query while your visibility is concentrated on your own brand name.
- 04
Educational content attracts the wrong trader
Beginner explainers pull volume and almost no deposits. It looks like a content programme working, and reports beautifully.
- 05
Compliance slows publishing to a stop
When legal review is not built into the process, the content calendar becomes a backlog and the opportunity window closes.
- 06
Global sites cannibalise themselves
Country duplicates, broken hreflang and translated-not-localised pages compete with each other for the same regulated audience.
- 07
SEO reporting stops at sessions
Traffic and impressions do not survive a board meeting. Applications, deposits and funded accounts do.
- 08
Publishers hold the category
Comparison sites and review publishers occupy the queries with the shortest path to a deposit, and they are optimising harder than you are.
Where the money actually is
Not all search demand is worth the same.
A trader's path from first question to funded account runs through seven distinct search behaviours. Volume peaks early. Commercial value peaks in the middle, on the queries most finance content programmes never target.
- 01 Research ▲ Low
“I want to understand how this works before I risk anything.”
- what is a prop firm
- how does CFD trading work
- forex leverage explained
Educational clusters with genuine expertise, defined terms and honest risk framing.
Converts on: Newsletter or demo interest
- 02 Compare ▲ Very high
“Who are the credible options and what do they actually cost me?”
- best forex broker
- broker spreads comparison
- crypto exchange fees
Comparison pages, fee and spread transparency, product-versus-product breakdowns.
Converts on: Account open or challenge purchase
- 03 Validate ▲ Very high
“Is this firm safe, regulated and going to pay me?”
- [brand] review
- is [brand] regulated
- prop firm payout proof
Regulatory detail, payout and withdrawal evidence, reputation-facing pages you control.
Converts on: KYC start
- 04 Open ▲ Very high
“I have chosen. Now get me through onboarding.”
- [brand] minimum deposit
- open trading account [country]
- account types compared
Country-specific onboarding pages, account tier explanations, requirement clarity.
Converts on: Registration complete
- 05 Deposit ▲ Very high
“How do I fund this, in my currency, without surprises?”
- deposit methods [brand]
- funding fees
- payment options by country
Payment and funding documentation that ranks, indexed and localised.
Converts on: First deposit
- 06 Trade ▲ High
“How do I use the platform and pass the evaluation?”
- how to pass a prop challenge
- platform setup guide
- drawdown rules explained
Platform and rules documentation, evaluation guidance, instrument reference.
Converts on: Activation and funded status
- 07 Retain ▲ Very high
“Should I stay, scale up, or move to a competitor?”
- [brand] vs [competitor]
- better payout split
- switch broker
Defensive comparison coverage and upgrade paths for your own product ladder.
Converts on: Scale-up, renewal or churn saved
Capability
Search is the service. Everything else supports it.
SEO and organic acquisition are the reason this firm exists. Paid and campaign work sits around it as support, not as a second agency you did not ask for. If you are weighing up a fintech marketing agency, that page explains what we take on and what we deliberately leave to your existing teams.
- Fintech SEO strategy
Price the search market before you spend on it
Market and competitor analysis, commercial query mapping, architecture planning and a sequenced plan that says what to build, in what order, and what it is worth.
- Commercial opportunity model
- Competitor and affiliate SERP analysis
- Site architecture plan
- Technical SEO
Make the site crawlable, renderable and fast at scale
JavaScript rendering, indexation control, faceted navigation, crawl budget, migrations and large multi-market architectures. Specifications written for your developers to ship.
- Rendering and indexation audit
- Migration and redesign review
- Core Web Vitals programme
- Finance content systems
Publish content compliance will approve and search will rank
Expert-led service pages, comparison structures, educational clusters and review coverage, produced inside your review cycle rather than around it.
- Comparison and fee coverage
- Educational cluster build
- Compliance-aware production flow
- International SEO
Win the markets you are licensed to sell into
Country targeting, hreflang, localisation, market-entry sequencing and jurisdiction-specific content structures that keep regulated messaging in the right place.
- Hreflang and targeting audit
- Market-entry priority model
- Localisation and cannibalisation control
- Fractional SEO leadership
Senior SEO capability without another headcount
We run the organic channel from inside your team: priorities, specifications, briefs, developer coordination and reporting, with accountability for the outcome.
- Embedded SEO management
- Roadmap and developer coordination
- Board-ready reporting
- Digital PR and authority
Earn the links a YMYL category actually requires
Proprietary data, market commentary and media assets that finance journalists will use, built to create defensible topical authority rather than a link count.
- Proprietary data assets
- Market commentary programme
- Journalist-facing research
- AI search optimisation
Be the source answer engines cite
Structure, evidence and entity clarity so your product is retrievable and quotable in AI Overviews, ChatGPT, Claude, Gemini and Perplexity. Influence, not a guarantee.
- Answer-engine visibility baseline
- Citable structure and evidence
- Crawler access and access policy
- Conversion and acquisition
Turn organic sessions into funded accounts
Landing structures, onboarding paths, comparison design and measurement so organic demand reaches application, KYC and first deposit instead of stalling at a blog post.
- Organic landing architecture
- Application and KYC path review
- Funded-outcome measurement
Specialisms
Every finance category loses money in a different place.
The tactics are not interchangeable. A prop firm and a payments platform are both fintech, and almost nothing about their search markets is the same.
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Forex and CFD brokers
Capture traders comparing spreads, leverage and regulation before an affiliate hands them to a competitor and invoices you for it.
Multi-jurisdiction, affiliate-saturated, and every commercial term is a paid battleground.
-
Proprietary trading firms
Reach traders while they are comparing challenge fees, drawdown rules and payout terms, not after they have read a review site.
Offers change monthly, trust is the whole purchase, and reputation searches decide it.
-
Crypto exchanges
Rank on fees, listings and security questions in markets where the regulatory answer changes faster than the content calendar.
Enormous page counts, thin-content risk, and geo-restriction complexity.
-
Trading platforms
Own the platform comparison and integration searches your broker partners and their affiliates are currently answering for you.
Two audiences at once: traders evaluating tools, and firms evaluating infrastructure.
-
Payments and fintech
Be found during long B2B evaluation cycles where the buying committee researches pricing, compliance and integration separately.
Low volume, very high value, and the decision is made across several roles.
-
Investment and wealth platforms
Answer fee, product and suitability questions credibly enough to satisfy both a cautious investor and a quality rater.
The purest YMYL category in finance. Authority is not optional.
-
Financial services
Rank in trust-gated categories where the content has to survive legal review, a compliance sign-off and a quality update.
Long approval chains and a very low tolerance for marketing language.
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Finance affiliates
Defend comparison and review rankings against brands finally taking their own organic search seriously.
You compete with the merchants you promote, and with each other, on the same terms.
Where specialisation changes the outcome
The gap is not talent. It is coverage.
Good generalist agencies exist, and plenty of in-house teams are excellent. What neither usually has is a person whose whole job has been finance search: the jurisdictions, the affiliate economics, the review cycle, the terminology traders actually type.
| Area | Fintech Traffic | Generalist SEO agency | In-house team, no specialist support |
|---|---|---|---|
| Finance search experience | Broker, prop, crypto and lending accounts already worked, in-house and agency side. | Transferable SEO skill, learning your category on your retainer. | Deep product knowledge. Usually one or two people covering every channel. |
| YMYL and E-E-A-T | Treated as a ranking constraint from the first brief, not a retrofit. | Often addressed after a quality update costs you visibility. | Understood, but hard to resource alongside campaign work. |
| Compliance workflow | Publishing plans built around your review cycle and disclosure requirements. | Content queues stall when legal asks for changes nobody budgeted for. | Strongest column. You already know what your reviewers will reject. |
| International SEO | Country targeting, hreflang, localisation and jurisdiction-specific content as core work. | Common weak point. Frequently reduced to translation. | Depends entirely on whether anyone owns it. |
| Affiliate-held SERPs | Analysed as a competitive market you are already paying into. | Rarely modelled at all. | Visible to the affiliate team, seldom joined up with SEO. |
| Commercial search mapping | Queries priced against funding events, not volume. | Keyword lists ranked by search volume and difficulty. | Achievable, but usually deprioritised behind reporting duties. |
| Technical execution | Specification written to be shipped by your developers, with follow-through. | Audit delivered. Implementation becomes your problem. | Access is easy. Roadmap priority is the constraint. |
| Senior involvement | The strategist doing the analysis is the person in your standups. | Senior in the pitch, junior in the delivery. | Senior, and already fully committed. |
| Reporting | Applications, deposits and funded accounts from non-branded organic. | Sessions, keywords and impressions. | Whatever the existing dashboard was built to show. |
Finance search experience
- Fintech Traffic
- Broker, prop, crypto and lending accounts already worked, in-house and agency side.
- Generalist SEO agency
- Transferable SEO skill, learning your category on your retainer.
- In-house team, no specialist support
- Deep product knowledge. Usually one or two people covering every channel.
YMYL and E-E-A-T
- Fintech Traffic
- Treated as a ranking constraint from the first brief, not a retrofit.
- Generalist SEO agency
- Often addressed after a quality update costs you visibility.
- In-house team, no specialist support
- Understood, but hard to resource alongside campaign work.
Compliance workflow
- Fintech Traffic
- Publishing plans built around your review cycle and disclosure requirements.
- Generalist SEO agency
- Content queues stall when legal asks for changes nobody budgeted for.
- In-house team, no specialist support
- Strongest column. You already know what your reviewers will reject.
International SEO
- Fintech Traffic
- Country targeting, hreflang, localisation and jurisdiction-specific content as core work.
- Generalist SEO agency
- Common weak point. Frequently reduced to translation.
- In-house team, no specialist support
- Depends entirely on whether anyone owns it.
Affiliate-held SERPs
- Fintech Traffic
- Analysed as a competitive market you are already paying into.
- Generalist SEO agency
- Rarely modelled at all.
- In-house team, no specialist support
- Visible to the affiliate team, seldom joined up with SEO.
Commercial search mapping
- Fintech Traffic
- Queries priced against funding events, not volume.
- Generalist SEO agency
- Keyword lists ranked by search volume and difficulty.
- In-house team, no specialist support
- Achievable, but usually deprioritised behind reporting duties.
Technical execution
- Fintech Traffic
- Specification written to be shipped by your developers, with follow-through.
- Generalist SEO agency
- Audit delivered. Implementation becomes your problem.
- In-house team, no specialist support
- Access is easy. Roadmap priority is the constraint.
Senior involvement
- Fintech Traffic
- The strategist doing the analysis is the person in your standups.
- Generalist SEO agency
- Senior in the pitch, junior in the delivery.
- In-house team, no specialist support
- Senior, and already fully committed.
Reporting
- Fintech Traffic
- Applications, deposits and funded accounts from non-branded organic.
- Generalist SEO agency
- Sessions, keywords and impressions.
- In-house team, no specialist support
- Whatever the existing dashboard was built to show.
Market Capture
A six-stage model, run in order.
None of these stages is a secret technology, and we will not pretend otherwise. The advantage is that they get done properly, in sequence, by someone who has done them in this industry before.
- 01 Weeks 1 to 3
Map the market
What does the demand around this product actually look like?
We build the query universe for your category and markets, group it by journey stage, and identify who holds each cluster today: you, direct competitors, affiliates, comparison publishers or forums.
Deliverables
- Query universe segmented by journey stage and market
- Share-of-voice read on your commercial query set
- Competitor and affiliate holdings map
- 02 Weeks 2 to 4
Price the opportunity
What is each cluster worth, and what would it cost to buy instead?
Volume alone decides nothing. We rate clusters on commercial proximity, competitive difficulty and what you currently pay for the same demand through paid search and affiliate commission. That produces a ranked list, not a keyword dump.
Deliverables
- Clusters ranked by commercial value and winnability
- Paid and affiliate equivalent cost of the same demand
- The clusters we recommend leaving alone, and why
- 03 Weeks 3 onward, continuous
Fix the infrastructure
Can search engines reach, render and trust what you already have?
Rendering, indexation, internal linking, faceted navigation, country targeting, page experience and migration risk. Written as specifications your developers can put in a sprint, with us in the review.
Deliverables
- Prioritised technical specification, sprint-ready
- Indexation and rendering fixes with acceptance criteria
- International targeting and hreflang correction
- 04 Month 2 onward
Build commercial coverage
Do you have a page worth ranking for every cluster that matters?
Comparison structures, fee and product transparency, country pages, educational clusters and reputation-facing coverage. Produced inside your compliance cycle, with the reviewer named before the brief is written.
Deliverables
- Page-by-page coverage plan mapped to clusters
- Briefs written for expert or compliance review
- Internal linking model that concentrates authority
- 05 Month 3 onward
Earn authority
Why would a search engine trust you on a money question?
Proprietary data, market commentary, expert attribution and editorial coverage in publications your category actually reads. Slower than buying links, and it survives updates.
Deliverables
- Data or research asset built for citation
- Expert attribution and author infrastructure
- Editorial and commentary programme
- 06 Baseline week 1, reported monthly
Measure funded outcomes
Did this produce funded accounts, or just sessions?
Reporting built on applications, verified accounts, deposits and funded status from non-branded organic. We agree the definitions and the data access in week one, because retro-fitting attribution never works.
Deliverables
- Non-branded organic reporting separated from brand
- Outcome definitions agreed with your analytics owner
- Board-ready quarterly review, with what failed included
Who does the work
The person doing your analysis is the person in your standups.
I have spent twenty years in search, more than a decade of it in fintech and financial services. That includes ranking sites in some of the web's most competitive commercial search markets: forex and CFD brokers, regulated wagering, banking, insurance and business lending. High-value clicks, aggressive affiliates, real compliance constraints and no tolerance for a strategy that only produces traffic.
That is also why this is a small, senior firm rather than a growing one. There is no account management layer translating between you and whoever is doing the thinking, because there is nothing to translate. You get the strategist, and you get them in the room where your priorities are set.
It means we take on a limited number of engagements at a time, and turn down work where I do not believe the search market is winnable. That is a better conversation to have before an invoice than after one.
Reporting
What we put in front of your board.
These are the measures, with the definitions we use for them. The figures shown are sample data illustrating the format, not our results or anyone else's.
The share of clicks available on your money queries, split by who currently holds them. This is the number that tells you whether you are buying traffic you could own.
Held by others 92%
Yours 8%
- Affiliate and comparison sites
- 41%
- Direct competitors
- 34%
- Publishers and forums
- 17%
- You
- 8%
Branded search follows your paid and sponsorship spend. Non-branded search is the asset you are actually building, so it is reported separately, always.
12 months, indexed to first month
- GB United Kingdom 62
- AU Australia 48
- DE Germany 21
- AE United Arab Emirates 14
- ZA South Africa 9
Visibility index, 0–100
- Indexable commercial pages Pass
- Rendering of JS-gated content Review
- Duplicate country variants Action
- Core Web Vitals, mobile Pass
Organic sessions are an input. We report the output.
- Applications from non-branded organic
- Verified accounts from organic
- First deposits attributed to organic
- Challenges purchased and passed
- Paid-media equivalent of the organic click volume
Which of these we can report depends on the analytics and CRM access you can give us. We agree the definitions in week one rather than at the first review.
Fit
We are not right for everyone, and we will say so early.
Turning down a poor fit costs us one enquiry. Taking it costs both of us two quarters. Here is the honest filter.
Good fit
- You operate in a competitive finance category with real search demand behind it.
- You have an established product and a functioning compliance or review process.
- You want to reduce dependence on paid search and affiliate commission.
- You can ship technical and content recommendations, or let us coordinate the people who can.
- You treat organic search as an asset with a multi-quarter horizon.
- You want a specialist accountable for the channel, not a report.
Poor fit
- You want guaranteed rankings or a guaranteed timeline. Nobody can honestly sell you either.
- You need results this quarter. Organic search is the wrong instrument for that.
- You want performance or return figures published that we cannot evidence.
- You want volume AI content shipped into a YMYL category.
- You want regulated content published without review.
- You are comparing on monthly price rather than on the opportunity.
Search intelligence
Research we would want to read.
SERP studies, market intelligence and practical playbooks for finance search. No listicles, no reheated Google announcements.
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Prop Firm Visibility Index
First edition in preparationWho holds the challenge, payout and rules queries across the major prop firms.
FAQ
Questions we get asked
Do you only work with brokers and prop firms?
Those are the categories we know best, but the work covers crypto exchanges, trading platforms, payments companies, investment platforms and finance affiliates. The common requirement is a regulated or trust-gated product with real search demand behind it.
Can you work alongside our existing paid, affiliate and creative teams?
That is usually the point. Most companies we speak to already have paid search and affiliate covered. We add the organic and content specialism around them, and we look for the demand you are currently renting through commission that you could own instead.
How is this different from hiring an SEO manager?
It is closer to hiring one than to appointing an agency. On an embedded engagement we sit in your planning cycle, own the priorities, write the specifications and work directly with your developers and writers. You get senior capability immediately, without a permanent headcount or a hiring process.
Will you guarantee rankings or a timeline?
No, and you should treat anyone who does with suspicion. What we will do is tell you before you commit whether we think a search market is winnable for you, what it would take, and roughly how long a category like yours normally needs.
How do you handle compliance and regulated content?
We build the publishing plan around your review cycle instead of pretending it does not exist. Briefs are written to be reviewed, the reviewer is identified before drafting, and required disclosures and risk warnings are part of the template rather than a change request.
Fintech SEO Audit
Find out who owns the searches your customers use before they fund an account.
Tell us your category and markets. We will map the commercial search demand around your product, show who currently holds it, and tell you honestly whether we think it is winnable for you.
- 01 The commercial query clusters that lead to funding events in your category
- 02 Who holds each cluster now: competitors, affiliates, publishers or you
- 03 The technical constraints that would block you from taking them
- 04 A ranked view of where we would start, and what we would ignore
- 05 A straight answer on whether this is a market we can win for you