Voices of Search Podcast Summary Episode: Optimizing Financial Content with SEO
Release Date: July 21, 2025
Host: Tyson Stockton
Guest: Zackly, US General Manager at Finder

1. Introduction and Overview

In this episode of the Voices of Search podcast, host Tyson Stockton engages in an insightful conversation with Zackly, the US General Manager at Finder—a platform dedicated to helping consumers make informed financial decisions through comparison tools. The discussion centers around the complexities of Search Engine Optimization (SEO) within the financial sector and explores how emerging technologies like Artificial Intelligence (AI) are reshaping content strategies and user engagement.

2. The Competitive Landscape of Financial SEO

Tyson opens the conversation by highlighting the heightened competition in the financial sector's SEO landscape. Citing a Rank Tracker report from 2024, he notes that "61% of marketers in the financial sector identified SEO as their top inbound marketing priority" (01:36). This underscores the intense battle for visibility among a few dominant players and numerous smaller entities striving to carve out their niche.

Zackly compares the financial SEO arena to the NBA, emphasizing that while a handful of major players dominate, smaller organizations have opportunities to compete by leveraging unique strategies.

3. The Impact of AI on SEO Dynamics

A significant portion of the discussion delves into the transformative role of AI in SEO. Zackly expresses optimism about AI's potential to disrupt the status quo, stating, "AI might be this opportunity for a few folks to break out of it" (02:05). He observes that traditional metrics and strategies, such as scaled content and backlinks, are being recalibrated in the age of AI-driven search engines and Large Language Models (LLMs) like ChatGPT.

Tyson adds that the industry has been in a "holding pattern for the last three years," but AI introduces a "resetting of the playing field" by allowing smaller publishers to gain visibility without relying solely on heavy backlinking strategies (03:45).

4. Shifts in User Behavior and Search Engine Features

The conversation highlights evolving user behaviors and how search engines are adapting to these changes. Zackly points out that with "zero-click search" becoming more prevalent, the focus shifts from landing page clicks to enhancing the on-page user experience (05:10). He suggests that creating "great memorable experiences" tailored to user needs will be crucial for standing out in AI-generated search results.

Furthermore, Tyson discusses the limited diversity in Search Engine Results Pages (SERPs), noting that major content sites like NerdWallet and Bankrate dominate, leaving minimal room for smaller content creators. However, AI's rise offers a chance for more diversified and user-centric content to emerge.

5. Optimizing Financial Content for Specific User Needs

Zackly elaborates on Finder's strategy to embrace "search everywhere optimization," as advocated by Rand Fishkin. This approach involves diversifying content presence across multiple platforms—YouTube, social media, forums—to reach audiences wherever they are. He emphasizes the importance of creating highly specific, user-centric content that addresses unique financial scenarios, such as "the best credit card for a person living in Brooklyn whose car just broke down" (07:43).

This granular approach contrasts with traditional SEO practices that focused on broad keywords and authority-driven content, enabling Finder to cater to tailored user intents and improve engagement.

6. Evolving Metrics for Measuring SEO Success

As traditional metrics like rankings and click-through rates (CTR) become less indicative of success in the AI-driven search landscape, both Tyson and Zackly discuss the need to adopt new performance indicators. Zackly mentions tools like Profound and Ahrefs' brand monitor as emerging solutions to track the myriad of search queries generated by AI (10:46).

He advocates for focusing on input metrics such as coverage across social channels, audience engagement, and the quality of user interactions. This shift emphasizes "the impact you make" rather than just numerical traffic, aligning SEO strategies with broader marketing and brand objectives.

7. Enhancing Lead Quality Through AI Integration

Zackly shares Finder's experience with AI-generated traffic, noting a "significantly higher conversion rate" despite lower overall traffic volumes. For instance, a page receiving 100 clicks from AI sources may see 50 users taking meaningful actions on the site (12:59). This suggests that AI-driven search queries attract users closer to the decision-making stage, enhancing lead quality and conversion potential.

8. Organizational Alignment and the Role of SEO Professionals

The discussion transitions to the internal dynamics of aligning an organization's SEO strategy with evolving search paradigms. Zackly emphasizes the importance of demonstrating the shifting landscape to stakeholders by showcasing data from tools like Google Search Console, which highlight changes in clicks and impressions (14:24).

He underscores the necessity of moving away from SEO jargon and instead communicating the value of SEO in terms executives understand—such as improving user experience and increasing conversion rates. This approach fosters broader organizational support and ensures that SEO efforts align with the company's overarching goals.

9. The Future Role of the SEO Manager

Looking ahead, Zackly envisions the SEO role evolving into that of a "growth manager," responsible for orchestrating multi-channel performance across various platforms beyond just Google. This includes managing brand presence on YouTube, Instagram, TikTok, and more, focusing on "entity management" rather than merely accumulating backlinks (20:18).

He predicts that SEO professionals will become pivotal in integrating distribution strategies across channels, ensuring that content reaches the right audiences through diverse touchpoints. This holistic approach positions SEO as a central function in driving growth and brand recognition.

10. Collaboration Across Marketing Channels

Zackly advocates for increased collaboration between SEO teams and other marketing departments, such as social media and affiliate marketing. He highlights that SEO's multifaceted nature allows it to intersect with various aspects of marketing, making it essential for driving comprehensive growth strategies (25:04).

By leveraging SEO expertise across different channels, organizations can create more cohesive and effective marketing campaigns, enhancing overall performance and adaptability in a rapidly changing digital landscape.

11. Leveraging AI for Enhanced SEO Workflows

The conversation touches on how AI tools are being utilized to streamline SEO workflows. Zackly shares that Finder has been proactive in using AI to automate tasks like generating HTML and schema markup, thereby freeing up resources for more strategic, multi-channel activities (30:11).

This adoption of AI not only improves efficiency but also empowers SEO professionals to focus on creative and strategic initiatives that drive higher value for the business.

12. Final Thoughts and Future Outlook

As the episode concludes, Zackly offers a word of caution to smaller publishers: "Don't put all of your chips just in a single Google basket" (26:16). He advises diversifying traffic sources and leveraging multiple platforms to reduce dependency on any single channel.

Both Tyson and Zackly express optimism about the future of SEO, emphasizing its adaptability and critical role in driving business growth. They highlight the unique strengths of SEO professionals—such as their analytical skills and ability to navigate complex, fast-paced environments—as key assets in thriving amidst ongoing changes.

Notable Quotes:

• Zackly on AI's Opportunity: "AI might be this opportunity for a few folks to break out of it." [02:05]

• Tyson on SERP Diversity: "The top like 10 terms... accounted for the majority... content sites only accounted for about 23%... remove NerdWallet, Bankrate, Forbes, that number goes down to 3%." [03:45]

• Zackly on User-Centric Content: "Creating content for the very specific use case of this one user who needs that cash advance app to connect to that one bank." [07:43]

• Zackly on Measuring Success: "It's gonna be about the impact you make... quality and the user engagement." [10:46]

• Zackly on Collaboration: "SEO is distribution in a nutshell." [25:04]

• Zackly on Diversifying Traffic Sources: "Don't put all of your chips just in a single Google basket." [26:16]

This episode offers a comprehensive exploration of the evolving SEO landscape within the financial sector, emphasizing the transformative impact of AI, the necessity for diversified content strategies, and the expanding role of SEO professionals as growth and distribution managers. For listeners looking to navigate the complexities of financial SEO in an AI-driven world, Tyson and Zackly provide actionable insights and a forward-thinking perspective on achieving sustainable, user-centric success.