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SEO services · by industry

SEO for financial services firms

In financial services, visibility is a matter of trust. Google judges pages about money more strictly than almost any other topic, AI engines only cite sources they consider reliable, and the regulator reads along with every promise you make. Quickly getting some content written is not an option here.

Traze builds the knowledge base that gets mortgage advisers, insurers, wealth managers, accountants and fintechs found on the questions customers ask: clear, substantiated, with compliance approval in the workflow and with visibility into what ChatGPT, Gemini and Perplexity say about you.

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From €0 per month · cancel monthly · humans in the loop

AI Visibility Check

AI Visibility Check

Ask eight buyer questions about your category to multiple AI models and see who gets named: you, your competitor, or nobody. With share of voice, citations and what to do about it.

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Proof · financial services firms

Results from comparable programmes

Cases linked to this route. Where there is no match, we show the closest example.

See the results
Organic trafficBE

Makelaar

Real estate

Example data

+793

visitors / month

+44%

AI citations: 0 → 3

Organic trafficNL

Vloerenwinkel

Flooring

Example data

+30,000

visitors / month

+300%

AI citations: 0 → 210

Organic trafficNL

Edelstenenhandel

Gemstones

Example data

+12,700

visitors / month

+42%

AI citations: 12 → 153

Illustrative numbers to show how the system works — not a real customer.

Focus · Finance SEO

What finance SEO focuses on

Financial queries are numerous, valuable and strictly judged. These are the six areas where we make sure you are both found and compliant.

  • 01

    YMYL and E-E-A-T: making expertise verifiable

    Google classes financial pages as ‘Your Money or Your Life’ and expects demonstrable expertise: named, qualified authors, sources, current figures and an organisation that can be verified. We build those signals into every page.

  • 02

    Compliance review in the workflow

    Every page passes your compliance officer or a designated colleague before it goes live. Mandatory warnings, disclaimers and risk explanations live in the templates, not in someone's memory.

  • 03

    Question-led knowledge pages

    ‘How much can I borrow on a fixed-term contract’, ‘what is the difference between term life and funeral insurance’, ‘do I have to declare my investments’: thousands of questions per product category and life stage. Answer them well and you build trust before there is an appointment.

  • 04

    Product pages without hollow promises

    Rates, terms, costs, risks and who the product is for, in language a customer understands and a regulator approves. No ‘best rate in the country’, but an honest comparison of options.

  • 05

    Visibility in AI answers

    People now ask ChatGPT whether they should remortgage. The answer names sources. We make sure your explanation is citable and measure per engine whether you are mentioned, and whether what is said about you is correct.

  • 06

    Keeping content current as rules and rates change

    Financial content ages fast: new tax rules, changed rates, updated terms. We track which pages are due for review and update them, with the same approval step as new pages.

How Traze works · six steps

What Traze does for financial services firms

The same loop as on every other route, tuned to your market.

See all capabilities
  1. 01Learn · Traze learns your business first.Before it writes a word, Traze studies your brand, tone of voice, products, competitors and customer journey — so everything it makes sounds like you.
  2. 02Plan · It builds the strategy, on its own.Traze maps search queries, AI questions, intent and competitor gaps, clusters what matters and lays out a content calendar. You approve.
  3. 03Write · It writes the content.Articles, landing pages and FAQs, written from your brand profile and strategy to win both classic search and AI answers — with a citability score per page.
  4. 04Publish · It ships everything for you.Approved pages go straight into your CMS, metadata, schema and internal links included, then get submitted for indexing. No manual uploads.
  5. 05Optimise · It keeps improving.Traze watches rankings, AI visibility and per-page performance, then rewrites, restructures or reinforces what lags. Every change is visible in the log.
  6. 06Measure · You see everything, live.One dashboard with organic traffic, AI citations per engine, share of voice and rankings — plus the revenue attached. Not a monthly report, an always-on view.

Pricing · per published page

Pick your plan

For financial services firms we usually recommend Growth. Every plan can be cancelled monthly and you can scale up or down later.

All pricing and details

  • Free

    €0per month

    or €0 per month on a rolling monthly plan

    Custom volume

    For webmasters who want to see whether AI mentions their site yet.

    • Site audit after Search Console verification
    • 10 AI prompts tracked in 1 engine
    • Public score badge for your site
    • All free tools without limits
    Start with Free

  • Measure

    €69per month

    or €79 per month on a rolling monthly plan

    Custom volume

    For teams that want to measure AI visibility before having content made.

    • 60 AI prompts tracked across 4 engines
    • Weekly sampling with sources and citations
    • Weekly report by e-mail and in your dashboard
    • Everything in Free
    Start with Measure

  • Start

    €590per month

    or €690 per month on a rolling monthly plan

    10 pages per month

    For businesses building their first long-tail and AI coverage.

    • 10 published pages per month
    • Long-tail and question-based articles
    • Informational pages that feed AI answers
    • Brand profile, strategy and content calendar
    • Publishing into your CMS with metadata, schema and internal links
    • AI visibility and rankings in your dashboard
    Start with Start
  • Recommended

    Growth

    €990per month

    or €1,190 per month on a rolling monthly plan

    20 pages per month

    For teams claiming several topics and building topical authority.

    • 20 published pages per month
    • Everything in Start
    • Cluster-optimised category and product hubs
    • Conversion-aligned service pages
    • Continuous optimisation of existing pages
    • Dedicated success manager
    Start with Growth

  • Scale

    €1,690per month

    or €1,990 per month on a rolling monthly plan

    40 pages per month

    For brands scaling content production and AI visibility across markets.

    • 40 published pages per month
    • Everything in Growth
    • Location pages and multilingual variants
    • Competitor and share-of-voice reporting per AI engine
    • Quarterly strategy with a senior specialist
    • Priority on new CMS integrations
    Discuss Scale

  • Enterprise

    Custom

    Custom volume, page types and terms

    Custom volume

    For organisations with multiple domains, markets or a custom stack.

    • Custom volume and page types
    • Multiple domains and brands in one account
    • Headless/custom CMS via API and webhooks
    • SSO, DPA and security review
    • Named team and SLA
    Discuss Enterprise

Prices per month, excluding VAT, on an annual plan. The rolling monthly rate is listed per plan.

Approach

How Traze approaches SEO for financial services firms

Traze starts with a full analysis of your site: which pages exist, which trust signals are missing, where outdated figures or missing disclaimers sit, and how you score technically and editorially against the comparison sites, banks and advisers that dominate the results today. See how the holistic SEO analysis works.

It then builds a brand and compliance profile with you: which products you offer and to whom, which claims you may make, which warnings are mandatory, who the authors are and who approves. From that profile comes a content calendar per product category and life stage, from early research questions to pages that invite a conversation. Read how the content strategy is built.

Traze writes the pages with sources and the right disclaimers, your adviser or compliance officer approves, and Traze publishes into your CMS with author, organisation and FAQ schema. After that we track rankings, AI citations and enquiries, and flag which pages need to go through approval again when a rule or rate changes.

Deep dive

The building blocks of finance SEO

What we concretely build and maintain on a financial services website. Everything serves two goals at once: being found and being trusted.

Trust signals that Google and AI can verify

On financial topics Google looks beyond the text: who wrote this, is that person qualified, is the organisation licensed, are there sources, when was it updated. AI engines do the same when choosing which sources to cite.

We put those signals on every page as a matter of structure: an author profile with role and registration, a review date, references to the regulator or legislation, organisation schema with licence details and consistent contact information. Not as decoration, but because pages without these signals simply do not rank or get cited in this sector. Read how AI visibility works.

Knowledge pages per product category and life stage

Financial questions arrive in waves that follow life: first home, moving in together, a child, a business, retirement, inheritance. Each stage carries dozens of questions people ask long before they call an adviser.

We develop those questions into clusters per product category: mortgages, insurance, savings and investing, pensions, business finance. Every page answers one question directly, points to related questions and ends on a fitting step: a worked example, a checklist or a conversation. That builds the topical authority Google and AI engines recognise.

Product pages that convert and stay compliant

A product page about a mortgage type or investment account has to convince two readers: the customer who wants to know whether it fits, and the compliance officer checking that everything is right. Usually one of the two wins and the page loses.

We write product pages with fixed building blocks: who it is for, how it works, costs and risks, mandatory warnings, comparison with alternatives and an honest conclusion. The mandatory parts sit in the template, so approval is faster and nothing gets forgotten. More about SEO aimed at enquiries.

Being named when someone asks ChatGPT for financial guidance

‘Should I remortgage now that rates are falling?’ or ‘which insurance do I need as a freelancer?’ are typical questions for an AI assistant. The answer is nuanced and names sources, and those sources are the parties that answer the question most clearly and reliably.

We write so that you are citable: a direct answer at the top, clear definitions, current figures with a date and a consistent description of who you are. Then we measure per engine whether and how you are mentioned, and whether AI answers about your products are accurate, because a misquoted rate is also a compliance risk. Check for free whether AI engines mention you.

Maintenance: content that is correct on the day someone reads it

Tax rules change yearly, rates weekly, terms with every product update. A page that was correct last year can be misleading now. For most financial websites, outdated content is the biggest risk, not missing content.

Traze tracks which pages contain figures or rules with a shelf life and puts them on the review list in time. Updated pages go through approval again, and the log shows what changed when and who approved it. In an audit, that is worth a lot. See how this works for large organisations.

Why Traze

Why financial services firms choose Traze

Having financial content written by an agency without sector knowledge creates work for compliance and risk for your licence. Traze is built to keep both sides, findability and accountability, in one workflow.

  • Approval built in: no page goes live without sign-off from your adviser or compliance officer.
  • Mandatory elements in the template: warnings, disclaimers and sources are not an afterthought.
  • E-E-A-T in order: authors, review dates, organisation details and schema on every page.
  • AI answers monitored: you see whether ChatGPT, Gemini and Perplexity mention you and whether it is accurate.
  • Audit trail: every change is logged with date and approver.

Who it is for

Who this works for

  • Mortgage advisers and financial planners who want to be found on the questions before the advice meeting.
  • Insurers and intermediaries with many products and little content capacity.
  • Wealth managers and investment platforms that need to build trust with a sceptical audience.
  • Accountancy and bookkeeping firms that want to own the questions business owners ask.
  • Fintechs that want to grow fast without flooding the compliance team.

Curious what AI engines say about you today, and whether it is accurate? Run the free check.

Start freeBook a demo

Case · financial services firms

What this delivers in practice

See the case of a firm in the residential property market that reached buyers with neighbourhood and cost guides long before they requested a financing conversation. The same principle, answering the questions that precede the decision, is the core of finance SEO.

Read the case: Makelaar
Organic trafficBE

Makelaar

Real estate

Example data

+793

visitors / month

+44%

AI citations: 0 → 3

Illustrative numbers to show how the system works — not a real customer.

FAQ · Finance SEO

Frequently asked questions about Finance SEO

Direct answers, including what it costs.

Traze works with fixed monthly plans based on the number of published pages: Start (€590 per month, 10 pages), Growth (€990 per month, 20 pages) and Scale (€1,690 per month, 40 pages) on an annual plan; a rolling monthly contract is available at a slightly higher rate. Enterprise is custom, for example with several brands or a bespoke approval chain. The compliance approval step is included in every plan.

No time for SEO? Then this is for you.

Want Traze to run Finance SEO?

Start with a free check of your site, or book a demo and see how Traze would set up this route for financial services firms.

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