SEO by vertical · Finance
SEO for Finance that builds authority in a regulated market.
Finance is a YMYL category: what gets written there can influence someone's money decisions, and Google applies the strictest quality bar that exists. Domain authority, content accuracy and links from trustworthy sources weigh more here than in almost any other sector.
We work in English, Portuguese and Spanish. Headquarters in Belo Horizonte, Brazil.
01Overview
SEO for Finance
Netlinks has a technical partnership with BTG Pactual on digital authority, with link building and method applied inside the contract, and that relationship has been cited publicly by BTG Pactual's own Head of SEO. It is the case that best represents the type of work we do in this sector: reinforcing authority inside a market that demands above-average credibility.
In finance, high-conversion keywords usually come with strong competition from large institutions, which means domain authority (backlinks from heavyweight outlets, site history) weighs as much as the content itself.
The work follows the Response Marketing Method with extra attention to regulatory compliance: E-E-A-T content (experience, expertise, authoritativeness and trust), no promise of returns, and authority built in relevant sector outlets.
- 200+
- companies served since 2017
- R$ 100 M+
- in sales generated for clients
- 24h
- of tracking in the App and on WhatsApp
02Sector
What is different about SEO for the financial sector
Google classifies finance as YMYL, which means stricter evaluation of authority and trust before ranking content well. A new site with no history of quality links takes longer to rank on financial terms than it would in less regulated sectors.
High-conversion finance keywords (product comparisons, simulations, specific investment terms) face strong competition from institutions with decades of brand equity. Beating that requires content more complete and better backed by authority than the average competitor publishes.
Regulatory compliance is part of the review for every piece of content: return claims, comparisons that could read as investment advice, and missing disclaimers are all points the technical review covers before publication.
03Scope
What is in scope
The four workstreams below work together because, in finance, content with no authority behind it rarely ranks, and authority with no verifiable content rarely converts trust into a client.
E-E-A-T content
Text with identified authorship, verifiable data and disclaimers when the topic requires them.
Authority and link building
Backlinks from financial and business press outlets, reinforcing domain trust.
Financial structured data
Organization with licensing and institutional information, FAQPage on product pages.
AI citation monitoring
Tracking when the brand appears in answers about financial products and comparisons.
04Technical edge
Structured data that matters in finance
A complete `Organization` schema, with institutional registration and official contact channels, helps Google and AI models confirm the source is legitimate, which matters more in finance than in unregulated sectors. `FAQPage` on a financial product page reduces ambiguity about rate, term and conditions.
- Organization with institutional registration and official channels
- FAQPage on product and simulator pages
- Article with identified authorship on educational content
- Compliance review before any publication
05GEO
AI models recommending financial products
Asking ChatGPT or Gemini which bank or financial product to choose is already common behavior. Being among the cited sources requires the same combination of authority and content clarity that supports traditional SEO in finance. This sits in the same plan, alongside GEO: SEO for AI.
06Comparison
Finance against other regulated sectors
Finance and healthcare share the YMYL classification, but the type of search and the regulation change what each one prioritizes.
| Finance | Healthcare | |
|---|---|---|
| Dominant search type | National, by product or comparison | Local, by symptom or specialty |
| Biggest lever | Domain authority and link building | Local SEO and Google Business Profile |
| Core schema | Organization, FinancialProduct | MedicalOrganization, LocalBusiness |
07Measurement
What you track in the App
Rankings by financial term, backlink profile against competitors, organic traffic and AI citations land in the real-time report. Authority on a competitive finance term is quarterly work, not weekly.
The report also tracks which outlets already gave the brand a backlink and where presence is still missing, comparing that profile against direct competitors defined in the initial diagnosis.
08The deliverable
What you receive
Finished work, approved by you in the App and shipped. Not a report that only describes the problem.
E-E-A-T content
Text with authorship and disclaimers when the topic requires them.
Authority and link building
Backlinks from financial and business press outlets.
Financial structured data
Organization and FAQPage marked up per product.
Live reporting in the App
Rankings, link profile and AI citations, 24 hours a day.
09Who leads
Who leads your project
The three of them own the process and manage the team on every account. No senior who shows up at kickoff and disappears: they sign off on the plan, review the work and talk to your team.
Digo Garcia
Founder and CAIO
Over 20 years in digital. Built and scaled Letras.mus.br, then worked at Méliuz and in the joint venture with Globo.com. Owns AI, technical SEO and engineering inside every project.
Letras.mus.br · Méliuz · Globo.com
André Mousinho
Chief SEO Officer
Comes from Rock Content, Tray/Locaweb and LWSA. Designs the keyword mapping, the content architecture and the GEO strategy that turns a brand into the answer.
Rock Content · Tray/Locaweb · LWSA
Gabriel Raposo
Chief Authority Officer
Comes from Ambev and Agibank. Owns link building, digital PR and the authority that holds up both rankings and citations inside AI answers.
Ambev · Agibank
And the team behind them: Nathália Barcala (cofounder and COO, governance), Roberto Murta (CTO), Marcelo Ligere (senior advisor, 30+ years, formerly Grupo Globo) and Alfred, the artificial intelligence that runs the day to day: delivery queue, reporting and 24/7 support on WhatsApp.
10Who it is for
Where this work pays off the most
An institution with a strong brand and weak SEO
Market recognition that has not yet translated into organic ranking on the right terms. The gain usually comes from organizing content and authority around real products.
A fintech or brokerage entering a competitive market
A new brand competing with institutions that have decades of authority. The strategy prioritizes a specific product niche before targeting generic terms.
A compliance team involved in content approval
A need to review every piece before publishing. The production flow is built from the start to pass that check without stalling the calendar.
11Case studies
Results with a name, a number and a date
Real projects, with what was done and what changed. No generic charts and no promises of a position.
FAQ
Frequently asked questions
Has Netlinks worked with a large financial institution before?
Yes, with BTG Pactual, in a technical partnership on digital authority with link building and method, cited publicly by the bank's Head of SEO.
Why does finance take longer to rank than other sectors?
Google classifies finance as YMYL and evaluates domain authority and trust more strictly, which works against new sites or ones with little link history.
Does financial content need a disclaimer?
It depends on the topic. Product comparisons and simulators usually need one, reviewed before publication so it does not read as investment advice.
Does link building really change rankings in finance?
Yes, and it weighs more here than in less regulated sectors, because domain authority is one of the central criteria Google uses for the YMYL category.
How long before I see results in the financial sector?
Authority on a competitive term is quarterly work. Long-tail terms with less competition can move rankings sooner.
Do AI models already recommend financial products in answers?
Increasingly so. Being among the cited sources requires the same combination of authority and content clarity that supports traditional SEO.
Does Netlinks serve banks, fintechs and brokerages at the same time?
Yes, with a plan adjusted to each profile: a traditional bank prioritizes authority on an established product, a new fintech prioritizes niche and publishing speed.
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