Why Earned Media and Domain Authority are Critical for Fintechs in an Emerging AI-Driven Search Environment

For years, organizations have chased page one organic search results and some have invested heavily in SEO strategies to achieve this. And while organic search remains important in helping those prospects who aren’t already aware of your company (or your solutions) find you online, traditional online search is now being supplanted by a new model: AI search.

Whether through Google’s AI Overviews, Bing, ChatGPT’s SearchGPT, or any number of new generative AI search tools being introduced to the market, users are finding new pathways to access information – one that goes beyond simply optimizing specific keywords and phrases.

So what does this mean for fintechs who want to ensure that they remain relevant within online search? It means that having an effective PR strategy in place is even more important as online search evolves.

This is because AI search algorithms focus on finding original, useful (i.e., educational vs. sales oriented) content to populate its responses and will prioritize information from websites with higher domain authority – like established, reputable industry media. In the world of banking technology, content published by recognized brands like American Banker, Bank Automation News or Financial Brand simply has a higher domain authority than similar content posted on a fintech’s blog page.

The mission of an earned media PR program is to secure coverage within high-authority industry media websites, publications, podcasts, etc. As has always been the case, because true earned media coverage can’t be bought, this third-party credibility boosts a fintech’s domain authority when they are included. Backlinks established between a fintech’s site and these higher domain authority sites provide elevated SEO value to the fintech – helping position them ahead of their competitors in organic and AI search results.

The key to generating meaningful earned media results is in having the right Go To Media strategy in place – one built around an understanding of what the media wants and needs and working within that framework to ensure that your company’s content resonates.

How healthy is your fintech’s domain authority? Let us help your company refine its Go To Media strategy to generate the best results. Contact us today at www.williammills.com/contact.