SEO in financial services & why SEO is a Consumer Duty factor

We've just updated our big guide to SEO in financial services, so this week the marketing team got together to define what SEO actually means in our industry.We outline the challenges banking, insurance, wealth management, and fintech firms face in search and what good search strategy looks like.We also outline our case for why search is a relevant factor when it comes to Consumer Duty.Chapters00:00 Introduction to SEO in Financial Services01:09 What is SEO and why is it different in finance?04:36 Unique challenges of finance SEO: YMYL05:49 EEAT: Experience, Expertise, Authority, Trustworthiness07:01 Regulatory and compliance considerations in finance SEO11:40 Subsector differences: Banking, Wealth Management, Insurance, Fintech16:38 SEO in wealth management19:55 SEO for insurance brands22:03 SEO for fintechs23:22 Content strategies: FAQs, keyword research, and outdated content27:12 Powerful keyword research using a brand name29:28 Building a strategic approach: Technical, Content, Promotion33:24 Navigational search and user journey optimisation36:40 Impact of AI and generative search on SEO in finance42:28 Consumer duty and the importance of accurate search results45:59 Why SEO is a Consumer Duty factor46:37 Jargon Busters: AUM