SEO + PPC for Banks and Financial Services
Web users are constantly searching for competitive checking accounts, local banks, the best financial advisors, and accounting firms that they can trust, but what are you doing to reach these people?
Someone searching for “banks near me” is about as warm of a lead as you can find, and you can connect with potential customers through local and national search engine optimization (SEO), quality pieces of content, highly targeted Google Ads campaigns, and user-friendly web design.
After working with clients in the insurance, banking, accounting, and credit sectors, we’ve found that the following digital marketing channels are highly effective and produce a significant return on your investment.
You can either take this information and run with it or give us a call — we’d be happy to tell you more.
Local SEO for Banks, Credit Unions, Accounting Firms & More
Are you trying to get more customers to visit your location? If you are a local banking institution, or if you’re a national brand with local branches, you need to pay close attention to your local SEO.
Google itself has stated that searches with local intent account for up to 50% of all web searches on mobile devices, and of those searches, “near me” is the most popular search term.
Setting Up Your Google My Business Listing
One of the first things you can do is set up and verify your Google My Business (GMB) listing:
Once you have claimed ownership of this listing, you can edit your business categories, respond to user reviews, set your hours, and more. This is the listing that will rank in Google’ Map Pack, so you want to make sure all of your information is accurate and up to date.
Improving Your Listing’s Rankings in the Map Pack
Once you build your Google My Business listing, you’ll be competing for one of the top 3 map pack spots:
But how do you get there?
Firstly, you need to include your business name, address, and phone number (NAP) in the footer of your website. It needs to be perfectly consistent across every page of your site. Next, make sure the information in your GMB listing matches that address information exactly — even the slightest variation, like the addition of a suite # or floor, can hurt your rankings.
Next, build citations to your business on local websites and business directories. In short, a “citation” is a reference to your business name, address, and phone number (NAP) on another website.
The more citations and backlinks you build, the higher your business will rank in the map pack — and you’ll get consistently more traffic from localized searches.
Improving User Experience (UX) through Content, Reviews & Web Design
Shopper Sciences reports that individuals looking for a new bank will look at 8+ institutions, meaning there’s more to obtaining clients than simply ranking well for keywords.
You need to stand apart with a quality user experience and helpful content.
Social Proof: the Importance of Reviews
Firstly (and most obviously), you need to be proactive about emailing happy customers and incentivizing them to leave you reviews on Google, Yelp, Bankrate, and whatever review aggregator is relevant to your business. In retail, 97% of consumers consult reviews before buying a product — and potential customers are likely more review-dependent when it comes to retail banking.
By adding your review scores to your schema markup code, Google will actually show your review stars in the search engine results pages (SERPs), thereby increasing your click through rate (CTR) and helping your SEO.
Cleaning Up Your Web Design
If your website is convoluted, confusing, and outdated, your site visitors will have a hard time converting even if they want to.
First, you have to make sure your site is blazing fast and designed for use on mobile devices (Google actually indexes the mobile version of website instead of the desktop version these days). Even 1 extra second in page load time will lead to a spike in abandoned visits, so site speed and prioritization of text and other content-rich elements is key.
You also want important elements of your site to be easily accessible; can users access the homepage easily from every page on the site? Are your customer testimonials easy to navigate to? Are your rates and checking account incentives linked from the main menu? These are all things to consider as you guide your customers through the sales funnel.
We always recommend a UX audit to find design flaws in banking and financial services websites. For instance, if hundreds of visitors per week find your savings account page, but they don’t sign up or click through, we may recommend changes to that page that will keep users engaged.
Content Strategy for Banks and Financial Services Businesses
Does the content on your website address the needs of modern shoppers looking for checking accounts, money markets, accounting services, or personal financing guidance? If you aren’t attracting organic traffic through useful content on your site, now’s the time to get started.
High quality, well-researched articles and guides on your website are a lead-generation machine that you only pay for up-front. They attract traffic, backlinks, and revenue for years down the road, and you won’t have to pay any ongoing lead acquisition fees whatsoever.
As certified Google Partners, we can see the keyword volume behind actual questions people are asking, and we will create an editorial calendar for you based on that keyword research. Then, our experienced editorial team can handle the execution as well — we write hundreds of thousands of words of high-level, professional material each month, and we would love to help you.
Technical SEO for Financial Services
Broken links, pages that return 404 errors, improper canonicalization, faulty redirects, and other issues haunt nearly every website on the planet, but if you don’t routinely take action to keep your site’s technical SEO in the clear, Google will demote your rankings accordingly.
Our technical SEO work even covers malicious activity from your competitors — it’s always important to keep your link disavow file updated, and we may need to install security software like Wordfence if we notice an uptick in malicious activity.
PPC – Google Ads (Formerly Adwords) for Financial Services and Banks
Whether you are a local credit union, a national bank, or a web-based accounting service, you can ramp up your lead generation almost immediately with a professionally managed Google Ads campaign.
First, we’ll build text ad campaigns using high-intent search keywords (for instance, should can show an ad when someone searches for “best no fee checking account”), and as we monitor the performance of different ZIP code and keywords, we can optimize the account and continually lower your cost-per-acquisition.
Secondly, we will mix display advertising and remarketing into your campaign. For display ads, we’ll design your ads, identify websites and webpages on which we want your ads to show, and then build custom audiences based on age, income, recent search history, and other factors. Remarketing allows us to show display advertisements to individuals who have already visited your website — it’s the most cost-effective form of advertising.
If you are a locally focused business, we can connect your Google My Business listing to your Google Ads account. This applies to one-branch businesses or institutions with many branches; for instance, when you search for “financial advisor near me,” you’ll see a result similar to this:
That Chase Bank advertisement at the top of the map pack is possible because they synced their GMB listing with Google Ads — and you can do the same.
If you are ready to grow your business, open more checking accounts, or get more leads, give us a call about SEO or Google Ads. We’d love to tell you more about your digital marketing options and how they will help.
Talk to the marketing company that makes your phones ring.
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