Optimizing financial content with SEO
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
34 min
2 speakers
3 chapters
transcribed 1 month ago
Transcript
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The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton. According to Rang Track,
Record in 2024, 61% of marketers in the financial sector identified SEO as their top inbound marketing priority. This underscores and heightens the competition for visibility and personal finance results. But here's the challenge: Financial SEO requires specialized knowledge, content must be balanced, accuracy with accessibility, technical terms need to be clear explanations. How can financial sites build authority while maintaining user engagement in a new world of AI search? This is the Voice of Search Podcast. My name's Tyson, and joining us today is Zach Lee, US general manager at Finder. Finder helps consumers make better financial decisions through comparison tools. Zach and I will share how to optimize financial content both for search engines and everyday users.
Zach, welcome to the podcast. Happy to be here. Thanks
for
having
me.
I'm was looking forward to the conversation because obviously there's a lot going on, a lot of change, but I feel like you're in one of these like highly competitive, like one of the the top arenas I would say for like SEO. And so like maybe before we get in too far, like how are you viewing like some of the recent changes in search? Like how is it affecting kind of like your day to day?
So uh you're totally right. I think any category that is in the YMYL uh space is extremely competitive. Finance is no exception. I've always sort of referred to it as like the NBA of SEO. Um there's like where it's dominated by like a few players, and then there's the rest of the league trying to sort of win where we can. And it's only getting more competitive, but at the same time, I'm I'm really um encouraged by the opportunity. That AI might present for a bit of a reset in terms of visibility. I think since the HCU, we've seen a lot of our traffic just broadly across the spectrum has has gone away. You know, there was this guidance we've gotten from Google about people-first content. Um and all the things you c sort of need to do, scaled content, you know, don't do any scaled content abuse um to sort of recover and none of that's panned out.
And so it kind of feels like the industry's been in a bit of a holding pattern uh for the last three years. And so AI might be this opportunity for a few folks to break out of it. Yeah.
I mean, honestly it's super refreshing. is most of the time In a lot of conversations, you're just kind of surrounded by this like doom and gloom. There's a lot of fear going on right now, a lot of uncertainty. And so I feel like it's a it's a little refreshing to hear some optimism, especially in like such uh competitive and like you said, it's it's one of the, you know, really dominated sectors by a few players. Maybe Maybe if you can elaborate a little bit more on like how that's giving you this optimism, like where you're seeing these angles for others to compete.
Well to set some context, I did a bit of an analysis a few weeks ago about SERF diversity. And so when I looked at that, the top like ten terms, like you know, best car insurance, best personal loans, best credit cards, um, providers actually accounted for the majority of that. Um, you know, if we're not counting SERP features, providers accounted for the majority of that. And then content sites only accounted for about twenty-three percent of the results that showed up. When you remove NerdWallet, Bankrate, Forbes, that number goes down to three percent.
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