FinTech SEO Agency
Organic traffic that turns into real transactions, in a sector where a click can cost £30.
Financial buyers don’t act on a guess and neither should your search strategy, because in a YMYL sector credibility is what ranks.
In finance, AI answers are held to a higher bar
YMYL content gets extra scrutiny
Your Money or Your Life content gets extra scrutiny from search engines and from the assistants built on top of them. Author credentials, data accuracy and site security all decide whether you are quotable.
Products and rules, read accurately
We structure product, pricing and regulatory information so it can be read accurately, and make the expertise behind it visible rather than implied.
Measurement follows the money
Measurement follows the money. Organic revenue and qualified enquiries, not impressions.
How we work with you
We come to you.
Every engagement starts in person, at your business. We sit down with your team, sales included, to learn who buys from you, why they buy and what makes you different.
We map what your buyers search.
We map the searches and questions your buyers use, in Google and in AI answers, and see who wins them today. That list becomes the plan.
We build trust that ranks.
Clear, compliant content, expert authors and earned links, so Google and AI tools treat you as a source worth quoting.
We show you what’s moving.
Clear monthly reporting, talked through by the people doing the work. What’s working, what isn’t, and what we’re doing next.
The work that earns trust in a regulated market
Brand and regulatory immersion
We start with your teams. Your product, your current marketing approach and the regulatory lines you work inside, so nothing we publish creates a problem downstream.
Search intent clustering
We analyse how decision makers actually search when they are evaluating financial software, and build against that rather than against a keyword export with no context.
Trust and authority auditing
Search engines apply heightened scrutiny to financial platforms. We run forensic audits against the Search Quality Rater Guidelines to find what is undermining your credibility.
Technical architecture
Dynamic JavaScript apps and multi-region URL structures break indexation quietly. We read the server logs to see what crawlers are really doing and rebuild from there.
Compliance without the bottleneck
Compliance protocols agreed at the start with your legal team, with approved language set before production, so review does not become the thing that stops publishing.
Revenue measurement
Not rankings for their own sake. Qualified enquiries, account opens and organic revenue, tied back to the pages and the terms that produced them.
Fintech SEO: compliance, financial promotions and YMYL content
Fintech SEO has a constraint most sectors don’t: everything you publish has to get through compliance. That isn’t a reason to publish less. It’s a reason to plan content so it clears sign-off quickly and still ranks.
FCA financial promotions. If a page invites or encourages someone to take up a financial product, it can count as a financial promotion. That means it has to be fair, clear and not misleading, give risks fair prominence alongside benefits, and be checked and approved before it goes live. Blog posts, comparison pages and even meta descriptions can fall into scope. We write with that in mind from the first draft: balanced claims, risk wording where it’s needed, no promises about returns, and a clear record of changes so your compliance team can review quickly. We don’t replace your compliance function, and every page goes through your own approval process.
YMYL content. Google treats money topics as ‘your money or your life’ content and holds them to a higher standard. Pages need authors with real expertise, clear sourcing, accurate and current figures, and open information about who you are and how you’re regulated. We set up author profiles, review steps and update schedules so that trust is visible on the page rather than assumed.
AI search. ChatGPT, Gemini and Google’s AI Overviews are cautious with financial answers and lean on sources they consider reliable. Plain-English explainers, consistent facts across your site and mentions in finance publications make you more likely to be quoted. We track how often you’re named, and in what context.
Technical foundations. Fintech sites often spread across product pages, help centres, app pages and subdomains. We make sure the pages that matter are crawled and indexed, and that logged-in or gated areas don’t hide your best content from search.
The approach works. For TreasurySpring, plain-English guides for treasurers and links from finance sites they trust brought 55% more search impressions and the number one ranking for ‘corporate treasurer’. For investment firm Octopus, a full technical audit and focused SEO support lifted organic traffic by 267%.
If you’d like to see where you stand, book a free strategy session.
FinTech SEO case studies
Case studyOctopus
Read the case study Octopus. 267% more organic users across the UK.
A full technical audit and performance fixes, followed by creative content for Octopus Group’s flagship House of Lords event.
- 267%Organic users
- 47%Impressions
Case studyBuzz Capital
Read the case study Buzz Capital. From low visibility to 480+ commercial keywords.
We rebuilt the site around real search behaviour, with new content, cleaner technical foundations and full tracking.
- 480+Commercial keywords
- 100PageSpeed score
Case studyVortexa
Read the case study Vortexa. 250% more leads from a niche, high-value market.
We built the search strategy around Vortexa’s key customers, getting product pages and insight articles ranking for the exact terms analysts and traders search.
- 250%Leads
- 30%Conversion rate
- 4xOrganic traffic
Reporting
We show you what’s working, and what isn’t
Our own industry-leading reporting suite tracks the whole strategy across Google and every major AI platform. You see where you’re moving, what’s driving it, and what we’re changing.
AI searchAI referral traffic
1,284visits from AI platforms in October▲213% year on year
ChatGPT61%
Perplexity18%
Gemini12%
Copilot6%
Claude3%
Nov410Dec455Jan520Feb498Mar610Apr690May742Jun815Jul930Aug1,010Sep1,150Oct1,284 visits
1,284 visitsNovDecJanFebMarAprMayJunJulAugSepOct
Circulate × Your brand · October report22 / 34
ConversionsOctober conversions1–31 Oct, compared with October 2025
Conversion rate12.4%+1.6 pts
October 2025912conversions
1,435▲57% year on year
Where they came from
Form submissions612
Phone clicks391
Strategy calls booked248
Demo requests184
October 2025 · 912Growth this year · +523
Across every assistant trackedVisibility
Brand mentionsAI search
214
▲18%from 181 in September
Answers naming youAI search
31%
▲9 ptsfrom 22% in September
Times your site was citedAI search
118
▲24%from 95 in September
Prompts trackedAI search
240
▲40 addedfrom 200 in September
Competitors trackedAI search
6
▲2 addedfrom 4 in September
Answers analysedAI search
640
▲7%from 600 in September
Average position in answersAI search
3.4
●Holdingfrom 3.3 in September
AI Overview citationsGoogle
12
▼3from 15 in September
Circulate × Your brand · October report24 / 34
Assistants and competitorsWho named you
Assistants
Gemini96
36% of 266 answersChatGPT71
27% of 263 answersPerplexity47
18% of 261 answersShare of answers across competitors
Competitor A268
37% of mentionsYour brand (you)214
29% of mentionsCompetitor B112
15% of mentionsCompetitor C58
8% of mentionsCompetitor D44
6% of mentionsCompetitor E38
5% of mentionsCirculate × Your brand · October report29 / 34
Visibility by assistantPrompts you appeared in
PromptVisible onSentimentCheckedChange
Best [your service] provider in the UKGPTGEMPPXPositive6New
[Your brand] vs [competitor]GPTGEMPPXPositive6+1 answer
Top alternatives to [competitor]GPTGEMPPXNeutral6+2 answers
Is [your brand] worth it?GPTGEMPPXPositive6No change
Which [your service] provider is best for [use case]?GPTGEMPPXNot named6−1 answer
What does [your service] cost in the UK?GPTGEMPPXNeutral6No prior scan
[Your service] agency near meGPTGEMPPXPositive6+1 answer
Who are the leading [your service] companies?GPTGEMPPXNeutral6New
Is [competitor] better than [your brand]?GPTGEMPPXNeutral6No change
Circulate × Your brand · October report25 / 34
AudienceWhere your audience is
41%of visits came from the United Kingdom, out of 32 countries sending traffic.
Sessions by countryUnited Kingdom41%
United States18%
Ireland7%
Germany6%
Netherlands5%
Australia4%
Circulate × Your brand · October report12 / 34
Site healthTechnical SEO
Mobile PageSpeedPageSpeed
82/100Needs work+11 month on monthDesktop PageSpeedPageSpeed
97/100Good+4 month on monthCrawl healthSite audit
94/100Good+6 month on monthLargest contentful paintMobile
2.9sNeeds work−0.8s month on monthInteraction to next paintMobile
140msGoodCumulative layout shiftMobile
0.02GoodPages with errorsSite audit
3GoodDown from 41Circulate × Your brand · October report18 / 34
Demo data. Your report uses your prompts, your competitors and your numbers.
Who else we’ve done it for
We have been working with Circulate for around 6 months and are already impressed with the performance we're seeing, particularly in our AI search ranking. The team are friendly, knowledgeable, and they really worked hard to get to know our brand and offering - something that can be hard to find!
Our expertise
Google Search
When your audience moves from AI answers to deeper research, we make sure your brand dominates the traditional results page.
Technical SEO
Our Technical SEO expertise helps you maximise the reach of your website in organic search through improved crawling and indexation of high-quality content.
Data Insights
We define exactly who your search presence is built for, so every decision that follows is designed to attract people capable of engaging, converting and driving real business value.
AI Search
We build content around real questions and clear, authoritative answers, structured so AI models recognise, trust and recommend your brand.
Social Search
Social Search makes your brand genuinely searchable and discoverable in the places modern audiences now turn to for answers, recommendations and inspiration.
Digital PR
Stories the press actually wants, and the links and brand mentions that follow, supporting SEO growth and long term brand value at the same time.
Conversion
We analyse behaviour, remove friction and tighten your funnels so more visitors convert. Higher sales, higher ROI and a website that works as hard as your marketing.
Fintech SEO agency FAQs
How does FinTech SEO differ from standard B2B or B2C SEO?
It has to meet Google’s Your Money or Your Life standards, which demand strict attention to site security, author credentials and data accuracy on top of everything else.
How quickly can we expect measurable organic revenue?
Technical fixes, indexation improvements and schema updates usually deliver ranking gains within 60 to 90 days, with revenue growth accelerating after that.
How do you handle compliance without slowing content down?
Compliance protocols are agreed at the start of the project. We work with your legal and compliance teams to set approved language before production rather than after it.
What technical problems are common in FinTech?
Crawl budget wasted on large dynamic URL structures, client-side rendering that blocks indexation, and multi-region architectures that fragment authority.
How do you measure ROI?
On commercial outcomes. Qualified enquiries, account opens and organic revenue, tracked back to the pages and search terms responsible.
Start with a free strategy session
We’ll look at what you rank for, where competitors are winning instead, and what is worth fixing first. No charge, and the findings are yours either way. We look at your whole search marketing mix, not just one channel.
Further reading on FinTech SEO
Questions to ask a fintech SEO agency before you hire
Fave songDeadmanKarnivool · Sound Awake, 2009
Questions to ask a fintech SEO agency before you hire
Fave songDeadmanKarnivool · Sound Awake, 2009
Fintech SEO under FCA rules: how an agency should handle compliance
Fave songThunderstruckAC/DC · The Razors Edge, 1990
Fintech SEO under FCA rules: how an agency should handle compliance
Fave songThunderstruckAC/DC · The Razors Edge, 1990
SWOT Analysis for FinTech SEO: Cross-Industry StrategyFave songDeadmanKarnivool · Sound Awake, 2009
SWOT Analysis for FinTech SEO: Cross-Industry Strategy
Fave songDeadmanKarnivool · Sound Awake, 2009