Why fintechs need to pay closer attention to YMYL and EEAT in their digital strategy
"Fintechs: Focus On YMYL And EEAT In Digital Strategy"
Making sure that your business has a strong digital strategy is crucial, with SEO playing a central role. However, when you are trying to reach an international audience, such as in the case of fintechs, it can be difficult to know where to start. With the ever-changing landscape of the internet, businesses have a lot to consider, including content marketing, UX, digital transformation, and market expansion. Despite the fact that most brands are aware of the importance of SEO, many fintech businesses fail to meet the specific requirements of search engine categorization. This can be particularly detrimental for fintechs, since they often fall under the Your Money or Your Life (YMYL) category for Google. Therefore, it is essential that fintechs pay attention to these requirements in order to avoid any serious consequences.
Why YMYL Matters In Fintech Strategy?
One must be aware of YMYL or websites that can have an impact on a person's future happiness, health, financial stability, or safety. Therefore, fintechs must show their potential power by providing Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT). Although EEAT isn't a direct ranking factor for Google, it is crucial for fintechs to deliver EEAT standards to perform well in SEO. Google explains this in detail in their search quality rater guidelines (org), as sites that meet these standards typically have better SEO.
Boost SEO With EEAT: A Guide For Fintechs
When you're creating content for Google, they want to know if you have personal experience or knowledge of the topic at hand. In case you're an authority on financial technology and have a significant following on social media, it's an excellent opportunity for you to highlight your expertise in that area. It's suggested that you identify yourself as the writer of each article on your website to establish your credibility.
Your life can be transformed by how you use your money. If you entrust it to the wrong people or put it in the wrong place, the impact can be catastrophic. However, if you collaborate with specialists, you can experience the opposite effect. If you want to earn the confidence of both your audience and search engines, it's critical to demonstrate your expertise. Therefore, display your credentials, if you have any. Additionally, make sure that all of the content is top-notch and genuinely composed by people who have extensive expertise in the industry.
The terms authority and expertise are often used as if they mean the same thing, but they actually have some differences. When it comes to getting noticed by search engines, authority means your reputation as a business and in your industry. If you're known for providing trustworthy information and other people in your industry see you as a reliable source, then you are an authority. The goal is to get high-quality links to your site, and one way to do this is to use credible sources on your own site.
Customers are prioritizing trust as a crucial factor when making decisions. Due to the abundance of false information and deceitful practices rampant on the internet, customers are becoming more astute in their choices. They are seeking sites and brands that are secure, truthful, and easy to understand while avoiding confusing language and misleading information. Employing user-generated content, such as legitimate reviews from actual customers (even those that are not wholly positive), can aid in establishing trust.
Can PWA Follow These Principles?
Many fintech companies struggle to implement EEAT because they operate as app-based businesses using Progressive Web Apps (PWAs). This can make it difficult for search engines to find and index their content due to the reliance on JavaScript. Therefore, it's essential to include app store optimisation (ASO) in any digital strategy. To ensure maximum optimisation, analytics should also be set up to track user activity on all platforms, such as website, app, and social media. This will allow for comprehensive monitoring and coverage.
The fundamental principles of SEO such as researching keywords, producing and updating content, optimizing on-page and technical aspects, and building links are widely known within the industry. Any credible business, especially one in the fintech space, would prioritize these factors when launching a website. Yet, the importance of YMYL and the possibility of improving it through EEAT are often disregarded, resulting in fintech companies missing out on opportunities for progress.
For more than 15 years, Guido Ampollini has been using his extensive expertise in digital marketing to assist businesses in enhancing their digital marketing tactics. He is widely recognized as an authoritative figure in the sector, thanks to his founding role as CEO of GA Agency. This autonomous digital agency, which is located in London, focuses on international growth and holds an in-house team that is proficient in more than 16 languages.
