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The Most Searched Financial Keywords for Higher Rankings

January 29, 2024
8 mins

If you're seeking to boost traffic to your website, understanding the significance of selecting the right financial keywords is crucial. Effective SEO (Search Engine Optimization) depends on thorough keyword research, and without a well-crafted keyword strategy, paid ads will only drain your budget. 

This article is particularly helpful for beginners in keyword research. We delve into the specifics of financial keywords, guiding you on how to choose them effectively. Additionally, we provide a list of carefully selected keywords for financial services, curated by our SEO expert, Olga Zhukovska. 

What Are Financial Keywords

Financial keywords are specific terms or phrases that people commonly use when they search online for financial services or information. These keywords are crucial in the financial industry because they help connect your website with individuals looking for the services or advice you offer. For example, someone might search for "best mortgage rates" or "investment advice for beginners." 

By including such keywords in your website's content, you can improve your site's visibility in search engine results. This is particularly important in the competitive financial sector, where being easily found online can significantly impact your business's success. These keywords vary in complexity and specificity, ranging from broad high-volume ones like "insurance" to more focused low-volume phrases like "short-term business loans." 

Google search screenshot

Using broad terms (seed keywords) is helpful, because those are usually the most searched financial keywords. They give your website a chance to appear in a higher number of searches. However, the competition for top positions in SERPs is huge for broad finance keywords, and it can take a lot of effort to rank higher. 

The more specific long-tail keywords will help you target a niche audience with a high intent to engage with financial content. They also help optimize for voice search. Optimizing for conversational queries such as "What are today's stock market trends?" ensures your content remains accessible to users leveraging voice search technology. 

Long-tail financial keywords account for 91.8% of all search queries.

Additionally, transactional keywords like "apply for a mortgage online" are crucial for financial institutions looking to convert leads into customers. 

How to Choose the Best Financial Keywords

In order to find the most relevant keywords for financial services that your company provides, you need a strategic approach, research and understanding of your target audience. Following are some steps for you to take.

✔️ Define Your Goals

Begin by clarifying your objectives. Are you looking to attract new clients, provide information, or sell financial products? Your goals will shape your keyword strategy.

There are different types of keywords based on the customer intent:

  • Informational,
  • Transactional,
  • Navigational,
  • Commercial investigation keywords.

Each of these serves different goals.

Informational keywords are used by searchers seeking knowledge or information. They are common in searches that begin with "how to," "what is," or "why does." They are your chance to introduce your product or service by providing valuable information. Content like blog posts on financial literacy ("How to save for retirement"), FAQs about financial products, or explanatory videos on investment strategies can effectively integrate these keywords.

Transactional keywords are used when a searcher shows high intent to buy or take immediate action. They often include terms like "buy," "deal," "discount," or specific product names. These can be incorporated into service pages offering specific financial products ("Apply for a low-interest loan"), special promotions, or online application forms.

Keyword Types

Navigational keywords are used when a searcher is looking for a specific website or page. For example, a user might type "Wise login" or "Paypal customer service" into a search engine. These keywords are used by people who already have a destination in mind. They are best used on branded content pages or specific service pages that users might search for directly, like "XYZ Bank mortgage rates" or "ABC Finance credit card services."

Commercial investigation keywords are used by searchers who are in the decision-making stage but haven't decided yet which service provider to choose. They're looking for options, comparisons, and reviews. Keywords like "best transaction rate 2023" or "Wise vs. Revolut reviews" fall into this category. Insert them in content such as comparative analyses of different types of insurance plans, expert reviews on investment funds, or other educational and comparative articles.

✔️ Understand Your Audience

Know your target audience's demographics, preferences, and pain points. This insight will help you choose keywords that resonate with your ideal users.

Next, understand their financial needs and goals, like retirement planning, investing, or debt management. Use tools like Google Analytics to analyze user behavior on your website, and social media analytics to understand interests and discussions. For example, if your audience is young professionals, keywords might include "best investment strategies for beginners" or "affordable health insurance plans." Surveys and feedback forms can also provide insights into the specific services your audience is seeking.

Online vs offline insurance purhase
Source: 2023 Insurance Barometer Study, LIMRA and Life Happens

For example, knowing that Gen Z prefers to buy life insurance online, you can identify insurance types that are the most popular among young adults and add “buy online” to your keyword.

Click for an in-depth guide from a marketing strategist on how to really understand what your clients want.

✔️ Analyze Competitors

Investigate what keywords your competitors are targeting successfully. This can provide insights into gaps in your strategy or opportunities to compete. Tools like Google Keyword Planner, SEMrush, or Ahrefs will help you with this analysis. 

Let’s assume you're focusing on retirement planning services. By analyzing a top competitor's site, you might find they rank highly for keywords like "401(k) retirement plans" or "best IRA accounts." They might feature blogs like "How to start saving for retirement in your 30s." This insight can guide you to focus on similar keywords, while also identifying underserved topics like "retirement planning for self-employed" to differentiate and capture a unique segment of the market.

✔️ Conduct Keyword Research

Utilize keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant financial keywords. Look for keywords with a balance between search volume and competition. While choosing the relevant keywords:

  1. Consider keyword variations. Include synonyms, variations, and related financial keywords to broaden your reach and cover various search queries. This ensures your content remains comprehensive.
  1. Avoid overused keywords. Be cautious of highly competitive finance keywords that are difficult to rank for, especially if you are a smaller financial institution. Instead, focus on less competitive niches where you can excel.

Looking for opportunities to grow sales with the help of SEO? Take control of your success and get a consultation from marketing experts.

To see whether your keywords bring the desired results, frequently monitor your campaigns. Use Google Analytics to see the dynamics of traffic growth and traffic sources. Here are the industry benchmarks for you to measure the success of your marketing efforts:

link to benchmark report
Click to see the report

TOP Financial Keywords

We asked our SEO expert to research the most relevant long-tail keywords for popular  financial services. Here is our financial keyword list:


online payday loans3346000
best personal loans7026000
online personal loans847100
online loans same day664300
small personal loans online692800
online loans with monthly payments401400
legit online loans guaranteed approval15600
small personal loans near me61450
best online loans instant approval56100
take a loan online7620

Credit Cards

discover credit card53210000
credit cards for fair credit4022000
credit cards to build credit5219000
best credit cards for beginners3614000
credit cards for no credit3614000
best credit cards to build credit4613000
credit card application9012000
instant approval credit cards479600
free credit card446800
best credit cards for beginners with no credit331400
best first credit card for young adults121200
best first credit card for students56900
starter credit cards with no deposit17400
first time credit card no credit history30400
open a credit card online80100

Online Banking

best free online banking64800
free online banking apps50450
advantages of online banking22300
mobile banking apps for android54250
best mobile banking apps46100
features of online banking36100

Life Insurance

whole life insurance5739000
term life insurance6439000
life insurance for seniors3314000
whole life insurance quotes535200
term life insurance cost372000
term life insurance calculator471800
whole life insurance for adults43800
whole life insurance for kids31600
whole life insurance quotes for seniors4050
affordable whole life insurance quotes4340

Hedge Fund Management

hedge fund risk management0150
management fee hedge fund2470
hedge fund management fees1350
hedge fund management software740
hedge fund portfolio management software540
hedge fund management company7740
hedge fund investment management5340
hedge fund risk management software330

These are the top searched keywords for popular services. If you haven’t found the services you provide, download our extended financial keyword list, which includes keywords for accounting, online payments, investment services, and more.

Navigational information

Start Effective Optimization with Promodo

Keywords play a vital role in SEO promotion, but they are just one element of an effective SEO strategy for your finance business. Consider partnering with Promodo to enhance your business's online presence and take it to a new level with optimized strategies. This collaboration can lead to tailored optimization and promotion, elevating your financial business in the digital landscape.

Ready to skyrocket your fintech company?
Let's chat about how we can make your company stand out.
Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

Written by
Olya Zhukovska

SEO Specialist at Promodo

Olya has more than 5 years of SEO experience. For the past 2.5 years, she has been part of the Promodo team. Here she has worked with acknowledged brands:  DOM.RIA, Vkursi, FlyArystan, and Cloudfresh among other projects. Olya has worked in various international markets: Ukraine, Kazakhstan, the USA, the Czech Republic, and Lithuania.

January 29, 2024
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