FinTech business owners who think putting up a website and forgetting about it could be hurting their Web rankings.
In October, Marketing Land published a blog post detailing how Google’s Panda algorithm should force website owners to change their content marketing strategies. One section of that blog post is written specifically for small business owners, and that includes FinTech businesses.
Author Jim Yu wrote this:
Some of the takeaways here (and those who have been doing web marketing for a while would say this comes as no surprise):
- Sites that specialize in a theme or topic and that provide a rich-information experience for users are considered authoritative for that subject matter
- Sites that spread their themes too thin and only offer a little bit of information on all topics can be deemed low quality
I discovered both of these truths about SEO when I wrote the content for a website I own called World Class Poetry, and its associated blog, from 2007 to 2009. As an authoritative website focused on a tight niche topic, I watched my Web rankings and traffic increase simultaneously. Later, when Google rolled out its Panda algorithm, I saw some of the pages decline due to the “thin” content on display.
Why Information-Rich Websites Rank Well
Interestingly, some of the websites that have been hit the hardest by Google’s Panda algorithm have been information-rich websites, but those websites are sites that are general information websites. These include sites like Answers.com and eHow.com. On the other hand, sites that specialize in a particular niche do really well.
I started the World Class Poetry (WCP) website in 2005 while deployed in Iraq. In 2006, I began publishing regular weekly content on the site and had over 100 pages of pure poetry-related content in two years. The site grew in traffic and rankings considerably.
In the Fall 2007 I started the WCP Blog, a separate domain, and wrote daily for more than two years. Both sites grew exponentially.
At the end of 2009, my unique visitor (UV) count to the main website was over 25,000. For the blog, it was over 10,000 UVs. Today, both sites are ghost towns. Why? I’ve quit posting to them. I’ve moved on to other projects. But what I learned about search engine optimization during those four years still applies.
The lesson to learn for FinTech businesses of all kinds of to hone in on your particular niche and to write outstanding content for your niche FinTech site. Google loves niche content like a bear loves red meat, and for that reason, your content should dive into a specific niche with a narrow focus. If your focus is blockchain technology, for instance, then you don’t want to talk about mobile payment apps (unless they are blockchain-based or there is some sort of cross-over appeal).
How to Focus Your FinTech Business’s Content
There are many types of FinTech businesses. There are financial services businesses, mobile phone apps, digital banks, e-commerce payment websites, and so on. FinTech is a broad category of a new business sector and encompasses a huge array of businesses that focus on specific fields within the sector. These principles apply to all of them.
So how do you focus your FinTech content?
Let’s say you are starting an asset-backed lending company focused on auto loans. Instead of using FICO scores to assess borrower risk, you look at bank account information as ability to pay and alternative credit data such as auto loan payback history and insurance premiums. If you put up a website and build, say, 10 pages of static content centered on your FinTech business, your services, customer options, etc., that’s only a beginning. The next step is to update your website on a regular basis with niche loan-related content. There are several ways you can accomplish that task. Here are three:
- Start a Blog – Start a blog and post articles to your blog regularly. It doesn’t have to be every day. It can be once a week, twice a week, or even twice a month. As long as you keep updating your site regularly, the search engines will keep returning to crawl your site and index those pages. You’ll increase your search rankings and your traffic.Blog posts don’t have to be long. They can be 500-700 words each, and that’s usually good enough. You might write a few longer ones from time to time, but the key is to write great content that is of interest to your targeted audience. Topics you can write about might include:
- How paying back loans early can impact your creditworthiness
- Why no credit history can mean a high interest rate on your loan
- 6 ways to improve your credit score without paying off your loans
- 3 ways to pay your auto loan off early
The key is to write blog posts that will actually help people. If you do that, readers will visit your site often and you’ll see your blog posts rank in the search engines.
- Add an Articles Section To Your Website – Technically, this option is just like writing a blog except that it isn’t written like a blog. A blog is a particular way of arranging the articles so that the latest ones appear at the top of the page and older ones appear at the bottom. You can write the same types of articles you’d write for your blog and simply post them as web pages on your HTML website. It achieves the same purpose. It’s just a different way of organizing the content.
On the other hand, You could use this section of your website to write longer in-depth “evergreen” content. Evergreen content is content that will never be obsolete. No matter when a reader reads the article–today, next week, or five or 10 years from now–the information will still be relevant.
- Develop an Information Powerhouse of a Website – Just like providing articles for your visitors, you can make your website itself an information haven on all matters related to auto lending. Forget about the static pages I discussed earlier that relate to your FinTech business. Simply put your contact information at the top, in the header, and have an About page, but turn your entire website into an information-rich resource that educates people on auto loans, alternative credit scoring, and everything related to asset-backed auto loans. Make sure the content targets the type of people you want to attract to your business. Publish your website as if it were a magazine and include magazine-style articles on a frequent basis. This type of website is best for non-service type businesses, but if you operate a financial services business, you can use a branded magazine-style website to attract targeted customers.
You can use any of these strategies for most types of FinTech businesses. Which one is right for your business depends on your business goals, the level of competition in your niche, and other factors. What you are doing is essentially branding your website as an authority that your ideal clientele will look to for information related to an area of interest. If you do this right, you can still sell them products and services.
Are you ready to boost your authority? Looking for ways to expand your reach and deliver the best content for your niche audience? Download my free report, “7 Types of Authority Content“. Learn the seven types of content that will keep your audience coming back for more and instantly make you an authority they can rely on.