How Much SEO Should Fintech Companies Invest in AI vs. Traditional Search

Gartner predicts that by 2026, traditional search engine volume will drop by 25%, with search marketing losing market share to AI chatbots and other virtual agents.

AI chatbots like ChatGPT and Claude are no longer just content-generation tools. They're competitors for your audience's attention. These chatbots provide direct answers, reducing the need for users to click through to your website. In fact, studies predict that AI-generated answers could lead to an 18%-64% decline in organic clicks.

However, this is not the end of SEO. It's just time to expand your digital marketing strategy to SEO 2.0. SEO 2.0 is a multichannel strategy that includes AI chatbots. Brands like Ramp, Indeed, and Chivas Brothers are already developing tools to monitor and influence how often and positively their names appear in chatbot responses.

Yet this is only part of the story. While AI was growing, so was Google. In fact, traditional queries are up 20%. So, it's not quite time to switch all your fintech content to an AI focus.

How Should Fintech Companies Allocate SEO Efforts?

Given the changing landscape, here's how fintech companies should think about dividing their SEO efforts:

• 25% AI Chatbot Optimization: While AI chatbots are on the rise, they still account for just a small part of search behavior. To optimize for AI, focus on structured data, clear, concise answers, and authoritative content that chatbots can easily pull from.

• 50% Traditional Search Optimization: Google's search engine is still the dominant force in digital marketing. Continue optimizing for traditional search engines, but keep in mind that the return on investment may decrease as AI-driven responses become more prevalent.

• 25% Brand Visibility and Direct Traffic: Invest in strategies that enhance brand recognition and encourage direct visits to your site, such as content marketing, social media, and email campaigns.

These are our recommendations to serve as a starting point. However, you'll want to tweak them as you grow based on the specific preferences of your audience. Depending on your demographic, you might focus more on traditional search or lean into AI LLMs. Just make sure your strategy matches the consumer behavior of your target demographic.

We'll Help You Find The Balance

The way your ideal customers find you online is changing. With AI chatbots increasingly handling user queries, it's essential to optimize for these tools in addition to traditional search.

By shifting to SEO 2.0 to include chatbot visibility, traditional search, and brand-building strategies, you can ensure your fintech company remains in the top results. 

Want an SEO 2.0 content marketing strategy for your fintech company? Email us now at hello@borrowedpen.com.