Assertive Media
Finance SEO Audits
✔ Financial & Fintech Specialists ✔ Rated 5/5 ✔ YMYL-Compliant Audits
Professional SEO audits for financial & fintech websites that identify ranking, indexing and growth issues and drive organic performance.
Trusted by ambitious brands
Finance SEO AuditsIdentify, Fix & Grow
At Assertive we offer a professional SEO auditing service for financial & fintech websites. We help identify issues that have caused ranking losses, indexing issues or challenges with SEO growth.
The financial sector globally is worth over £100bn a year spanning across lots of sectors including loans, mortgages, banking, trading and more. The financial sector is notoriously competitive often with higher levels of competition and fierce SERPS where authority and high quality YMYL compliant content win out.
We help businesses in the financial sector to address all sorts of ranking challenges, stagnancy or growth issues.
- YMYL & E-E-A-T
- FCA / Regulatory Compliance
- Author & Editorial Trust
- Rankings & Traffic Recovery
- Indexing & Rendering
- Backlink Authority
Some of Our Clients
The Financial SEO Audits We Provide
If you are looking for an SEO agency that specialises in auditing look no further, we provide:
- Banking SEO audits
- Loan Providers & Loan Broker SEO audits
- Audits for Fintech businesses
- Audits for Mortgage Brokers & Mortgage Lenders
- Auditing for Investment & Hedge Fund Businesses
- SEO auditing for FX, Forex and Trading firms
- Auditing for all types of financial business
Challenges We Help With
We can help with all the challenges usually encountered by financial sector businesses including:
- Sudden ranking or traffic losses
- Indexing issues
- Vanishing pages from Google search results
- Losses of clicks to Google AI overviews
- Manual actions or impacts from Google updates
- No growth situations
- Stagnancy or inability to grow
- Low authority financial businesses that need authority to grow
- Poor or thin content issues
What Are Financial SEO Audits?
Financial SEO audits are a deep-dive and analysis that take into account all parts of SEO + niche related ranking factors along with recommendations to address issues found. Typically they are a step by step analysis of your websites current organic traffic & rankings (via Google search console), followed by a technical SEO audit, page indexability audit, content audit and link audit.
The output is usually a google slides deck / PDF which highlights SEO Issue + Fix.
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Why Are Financial SEO Audits Different To General Audits?
In the YMYL (your money your life) space, ranking factors tend to be more stringent in that they cover all the things around authority and content correctness / factual correctness. Financial sectors expose end users to potential risk and subsequently, Google will look at a stringent set of criteria to assess the viability of serving the result in Google.
To minimise potential harm from poor or incorrect information Google uses YMYL as a baseline for assessing whether your content ticks all the boxes. Just checking this alone makes a financial SEO audit a lot more comprehensive.
We have to check things such as:
This makes audits for financial businesses a lot more comprehensive in that the criteria to rank is more stringent and generally more complex.
- YMYL indicators
- Editorial and author level criteria
- Content accuracy and sourcing criteria
- Site level transparency & security criteria
- Off page reputation signals
What Things Do We Typically Check When Conducting An Audit?
For any financial business or firm, we perform all of the usual checks such as reviewing your Google Search Console + Google Analytics data alongside a full technical SEO audit and an audit of your websites rendering, accessibility, page indexing, content and backlink profile.
The 2 key areas are generally content and links, for content we have to perform deeper dives during an audit to assess how well a site meets YMYL criteria, some of the things we check include:
- YMYL Indicators
- Author Credentials (CFA/CFP)
- Reviewed By an Expert
- Primary Source Citations
- Last Reviewed Dates
- Editorial & Review Policies
- Corporate Transparency
- Commercial Disclosures
- HTTPS & Security
- Third-Party Reviews
- Authority Backlinks
- FCA / Regulatory Compliance
Content accuracy & sourcing criteria (trust)
- Citations to Primary Authoritative Sources: Assertions regarding tax codes, interest rates, or legal regulations should link directly to official bodies (e.g., GOV.UK, HMRC, the IRS, the Federal Reserve, or the FCA).
- Passage Level Clarity & Direct Answers: Content should explicitly answer complex financial questions right away, using structured formatting (like tables for comparing rates, bullet points for eligibility criteria and clear H2/H3 tags). This structure is critical for Google to pull data into AI Overviews.
- Clear "Last Reviewed" Dates: Financial information changes rapidly. Google looks for active content maintenance signals, such as explicit "Last updated/reviewed on [Date]" labels.
- Avoidance of "Lowest Quality" Triggers: Mass-produced AI financial content that lacks human editorial oversight, fails to offer unique data, or simply rephrases existing web content is heavily penalized under the Helpful Content guidelines.
Types Of Financial SEO Audits We Offer
We offer financial clients the following:
- Ranking and traffic recovery audits
- Growth strategy audits
- Compliance audits (content / YMYL compliance)
- Domain & CMS migration audits
- Penalty recovery audits
- External SEO reviews (to review your current SEO work and strategy)
Businesses We Offer Audits For
Banking SEO Audits:
We provide SEO audits for banks that deal with all the complexities of regulation & internal stakeholder buy in to help drive up new customer growth. We help banks to rank higher in Google (traditional search and AI mode) for all sorts of queries around banking, savings & savings interest, loans and mortgages as well as insurance products). We support both retail banks and commercial / business banking.
Loan Company SEO Auditing:
Whether you are a loan broker or a lender we can help deliver bespoke seo audits that look at your loan websites product coverage, content quality, links and technical architecture. Our audits help loan businesses to rank higher in google for all types of loan from secured loans to unsecured loans.
Mortgage SEO Audits:
We can help mortgage brokers and mortgage lenders with audits to improve their organic positions to attract more potential customers looking for a mortgage. We help to ensure maximum FCA compliance along with strong YMYL content compliance as well as helping with authority building.
Insurance SEO Audits:
We help businesses in the insurance space to drive up new customers, whether you are an insurance comparison engine or an insurance broker / underwriter, our insurance SEO audits can help ensure your website is technically compliant & meets all the complex ranking criteria that surrounds insurance.
Other sectors:
We provide SEO audits for a broad range of financial business types including pension providers, tax & accounting firms, investment & forex / fx trading firms, all types of insurance from home insurance to pet insurance, car insurance to financial insurance.
How Much Do Financial SEO Audits Cost?
This will depend on your domain size and what area of finance your business is in, we offer a range of audits priced as follows:
Our financial audits start from just £3999, please get in contact with us to discuss your requirements, we can provide a bespoke quotation from the information you provide us.
- Advanced SEO audits from £4999 which provide a fully comprehensive teardown of your domain and website
- Behemoth SEO audits from £7999 which are a fully comprehensive SEO audit plus growth strategy and roadmap
How Long Do The Audits Take?
Again this is very much dependent on your website, size of your site and the complexity of your problem, most audits are delivered within 3-4 weeks, however audits for larger financial sites can take 5-6 weeks.
With clients, we tend to work on the basis that we send things over in batches ahead of audit completion so clients can be proactive on implementing and fixing things.
What Challenges Do Financial Businesses Face From An SEO Perspective?
The biggest challenges are typically down to brand authority, trust and content quality as well as product coverage - the requirements vary greatly from one finance sector to another.
Typically when we’re performing an audit on a financial business we’re looking at:
The general challenges faced are:
Our SEO audits take into account the challenges your business may face - so when we’re generating recommendations to fix or improve we create a priority hierarchy so you know exactly where the highest impact recommendations are to implement as part of a structured roadmap.
- What sector of finance the business is in i.e. loans, insurance, mortgage, comparison, commercial, trading etc.
- We look at the underlying financial brand authority - how much trust is in the domain and does it compete with competitors in the same space with a lot of keyword overlap?
- How well does content comply with E-E-A-T and YMYL for best practice
- What does the content / offering / product coverage look like, i.e. are you an insurance comparison engine and if so how many companies do you use for looking up insurance pricing, we do the same for any financial product
- We look at financial regulations that your business is bound to i.e. FCA compliance
- Financial sites in complex niches are often custom built and not so easy to get changes implemented on (multiple stakeholders)
- Financial platforms may have constraints as to their product offering which can make them less competitive in terms of options over competitors
- Financial regulation and compliance makes it harder to get content changes done quickly and efficiently, usually a lot of red tape and approvals to get content live
- Some financial sectors are subject to even more stringent trust factors such as short term loans, payday loans where the niche is generally very “dirty” in terms of SEO tactics
- Low Domain Authority & Trust
- Thin / Poor Content
- YMYL & E-E-A-T Gaps
- Custom Build Constraints
- Regulatory Red Tape
- Product Coverage Gaps
- Ranking & Traffic Loss
Are you considering a new agency?
We can provide a quotation / response to RFP's for SEO services including auditing, consultancy, training & strategy execution. We provide bespoke SEO campaigns tailored to your growth objectives.
Book a call - discuss your objectives & current pain points, growth plans, ROI targets & receive a tailored quote that takes into consideration your growth needs as well as your current organic status.
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