5 Ways to Structure an SEO-Friendly Article for Competitive Financial Services Topics

In the competitive world of financial services, crafting an SEO-friendly article requires both expertise and strategy. We’ve gathered insights from a finance expert and business owners, among others, to bring you five specific ways to structure your content effectively. From utilizing long-tail keywords and pillar pages to targeting specific topics with case studies, these industry professionals reveal their best practices.

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Utilize Long-Tail Keywords and Pillar Pages

First, use long-tail keywords, phrases that specifically describe what your target audience needs, yet their competition is less compared to other types of phrases. For example, instead of focusing on a competitive keyword like “financial services,” you can choose “best financial planning services for small businesses in 2024.”

This kind of approach not only reduces the number of competitors but also attracts a highly specific audience. Ahrefs found out in a study that 92.42% of all keywords have less than ten searches monthly, which shows how beneficial it can be to aim at unique questions for SEO improvement.

Next, create pillar pages. A pillar page is a hub for a broad topic and contains links leading to cluster content that goes deeper into subtopics. For instance, “financial planning services” could be a pillar page with articles about “retirement planning” and “investment strategies,” as well as “tax optimization.”

This structure serves several purposes, including improving site navigation and providing a comprehensive overview of the subject matter. According to HubSpot, sites using the pillar-cluster model experienced an average increase in search rankings by 24%.

Ariful Islam, Finance Expert, Sterlinx Global

Balance Keywords With Structured Content

To structure an SEO-friendly article for competitive financial services topics, I focus on thorough keyword research and strategic content organization. I identify high-impact keywords with a good balance of search volume and competition, such as “best investment strategies” or “financial planning tips.” 

I then create a detailed outline, starting with a compelling headline that includes the primary keyword. The introduction provides a clear summary and engages readers by addressing their pain points. Each section is organized with subheadings containing relevant keywords, ensuring the content is easy to scan.

For instance, in an article about retirement planning, sections might include “Understanding Retirement Accounts,” “Maximizing Contributions,” and “Tax-Efficient Withdrawal Strategies.” I incorporate internal and external links to authoritative sources and include visuals like charts or infographics to enhance understanding.

The article ranks well by focusing on keyword optimization, clear structure, and valuable content. It also provides readers with insightful, actionable information.

Marcus Clarke, Owner, Searchant

Plan SEO Around Keywords

Here are my two cents: always, always create an SEO plan before you start writing. You need to know your main keyword and supporting keyword phrases and generate an article outline based around these. 

Once this scaffolding is in place, and you have your list of keywords, you can start to write your article. 

Some people argue that you shouldn’t think about keywords until after you’ve written an article; I say the opposite. Read your keywords first and integrate them into your article while writing it; this helps you avoid keyword stuffing and creates a unique article that doesn’t read like every other article on the topic. 

Emma Loker, Content Writer and Child Counsellor, MindWrite

Comprehensive Keyword Research and Structure

I’d recommend starting with a comprehensive keyword research process. This involves identifying primary and secondary keywords related to the specific financial service, including long-tail variations and question-based phrases that potential customers might use. 

Once you have a solid list of keywords, structure your article using a clear hierarchy with H1, H2, and H3 tags. The main topic should be in the H1 tag, with subtopics and supporting information in H2 and H3 tags. This hierarchical structure not only helps search engines understand the content but also improves readability for users.

In terms of content, aim for a comprehensive, in-depth article that covers all aspects of the financial service topic. Include an introduction that outlines what the article will cover, followed by detailed sections addressing key points, benefits, risks, and frequently asked questions. 

Incorporate your keywords naturally throughout the text, ensuring they appear in important places like the title, meta description, first paragraph, and section headings. Use internal linking to connect related content on your site, and include authoritative external links to support your information. 

Finally, optimize your meta tags, URL structure, and images with appropriate alt text to further enhance the article’s SEO performance.

Henry Purchase, Founder, SEOSpace

Target Specific Topics With Case Studies

As someone with experience in content marketing for financial services, here is how I would structure an SEO-friendly article:

I would choose a specific product to focus on, like cyber liability insurance. After researching related keywords and questions potential clients are asking, I would craft an outline targeting those topics. For example, I might include sections on data breach coverage, privacy regulation compliance, and social engineering fraud.

Within each section, I would sprinkle in keywords and link to authoritative sources, while giving real examples of how this coverage has benefited our clients. For data breach coverage, I’d discuss a case study of a client who faced a network security incident, highlighting how our cyber policy covered costs like customer notification and credit monitoring. I would end the section noting the limits and deductibles we offer for this coverage.

To keep readers engaged, I’d use stats and visuals, like a graph on the rise of data breaches over time. The content would be scannable, with short paragraphs and bullet lists whenever possible. The goal is to educate readers on cyber risks they may face and position our company as a trusted resource for cyber liability solutions.

Mason Boroff, Founder & Head of Advertising, Dancing Chicken Media

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