You’re publishing regularly, hitting your keywords, and there are no grammatical errors in your blog, so why aren’t you getting any leads? 

Because traffic isn’t the same as traction, and just because a blog has implemented every bit of advice you could find about making Google happy, doesn’t mean anyone actually wants to read it. If your fintech blog is written just to please algorithms, there’s a good chance it’s turning off the people you actually need to impress…your buyers. 

SEO is vital, but it’s not the goal. It’s a tool that can be leveraged to achieve the goal, which is conversion, trust, positioning, pipeline, and of course, revenue. Here are three tell-tale signs your blog is written for search engines and not your audience. 

Keyword stuffing 

Keyword stuffing has always been a no-no, but now it’s more important than ever to focus on the reader over the algorithm. If your blog titles are awkward, your sentences are repetitive, and you’ve mentioned your “fintech compliance platform” six times in the first 300 words, your blog may read more like an SEO checklist, rather than a valuable piece of content that’s going to provide real insight.  

Solution: Focus on intent rather than volume, particularly if you’re on the smaller size. What questions is your audience trying to answer? What problems do they need solving? Write for that. 

Use keywords naturally, but make clarity your North Star. One well-placed keyword used within the text, headings, and meta data of an insightful article is worth a dozen awkward insertions. 

Quantity over quality 

Are you publishing multiple thin, short, or poorly written posts a week that regurgitate obvious points or echo what your competitors have already said? Without a unique perspective and strong POV, you might miss out on getting the engagement you deserve.  

Solution: Slow down. Start prioritising quality over volume. Consider what your company can add to the topic that no other business can. What unique insight does your CEO or SMEs have hidden in their brains that you can pull on? What real world experience can you bring to the table? Are there any stories you can tell? 

Publish less, but say more. One piece of content a week that gets read and shared beats three that get skimmed and closed. 

You’re optimising for clicks, rather than conversions. 

Are your headlines attention grabbing, but always followed by content that never pays off? If readers are arriving and leaving without clicking through to book a call, viewing your product pages, or signing up for anything, then you might be optimising for search and missing out on the reader experience. A high bounce rate isn’t just a random statistic in your analytics dashboard—it’s a real insight into your blog’s trust levels. 

Solution: Consider what you want your reader’s next action to be. Do you want them to sign up to your newsletter, book a call, or keep reading? Use that to guide how you frame your content. Don’t just chase the top of the funnel, instead, build content with contextual CTAs that lead somewhere meaningful. 

Your blog should support the full buyer journey, not just the discovery phase, so make sure you’re signposting where you want your reader to head next 

Ask yourself if you would read the content you’re writing

SEO isn’t the end goal, it’s the tool to help you get there—leads, traffic, and revenue. The best fintech blogs strike the balance between visibility and value. Yes, you absolutely want to rank, but you also need to resonate and convert. 

If you’re unsure whether your content is working, start by asking yourself if you would read this. What about your favourite client, if they didn’t know you, would they enjoy this piece of content? If the answer is no, it might be time to rethink your strategy. 

Ready to stop writing for algorithms and start writing for buyers? 

The fintechs winning right now aren’t the ones pumping out content for the sake of traffic. They’re the ones creating content that sounds like it came from inside the room. The ones that understand their buyers, take a position, and turn every blog into an opportunity to build trust and move deals forward.

If you’re tired of seeing low engagement, bland copy, and SEO reports that don’t match up with pipeline results, you don’t need more content, you need better content. Content that’s built with strategy, guided by experience, and written by people who know what your buyers actually care about.

That’s what we do.

At Fintech Content, we’ve helped over 25 fintechs go from generic to memorable. Whether you need help rewriting your blog strategy, giving your founder’s LinkedIn a voice that cuts through, or managing a consistent, compliant content engine across channels, we’re here to help. 

Book a call to start building content that actually works, not just for Google, but for growth.