There is nothing harder than trying to provide SEO for financial related products. Why? Because it is a very competitive niche and the affiliate industry is paying large amounts of money for guys able to make leads for loans, credit cards, insurances and others. The finance niche is with as heavy competition as those for "weight loss", "make money online" or the games industry.
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Why so many are trying to get there? Well, once you will push hard for couple of years and really making it there at the end, it is possible for you to relax and enjoy the cash flow. Adding some simple banners could already do it. This is the only reason why :)
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The second reason why it is tough area: these are the finance guys. Besides seo specialists and website owners there are the big finance companies who are ready to through in cash to get the first positions in google. And guess what? They most probably have loads of cash even for testing something. Others who do not directly have cash, have depositors reserves and still can buy some 10K links towards a small payday loans site. It is easy for them. Most website builders and owners who are just starting cant really say the same. This is the reason why they are trying to cash some websites as well - to earn extra besides the 9to5 job.
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