Marketing

SEO for Banks: Tactics to Up Your Ranking

April 30, 2024

3 minutes

With most banking customers starting their journey online, a bank’s digital presence can influence their potential customers’ choice of institution. SEO for banks is the cornerstone of a holistic digital strategy, transforming how financial institutions connect with their target audience. It’s about being visible to the right people in the right places at the right time. Read on as we dive deeper into SEO for banks, why SEO is essential for banks, specific SEO tactics for banks, and how to track and optimize your SEO.

Overview of SEO for Banks

SEO for banks is a specialized strategy designed to improve the online visibility of financial institutions. It aims to optimize a bank’s website and content to rank higher in search engine results pages (SERPs), making it easier for potential customers to find them. This involves keyword research, content creation, technical website optimizations, and building a reputable online presence.

Effective SEO for banks focuses on understanding the audience’s specific financial needs and questions and tailoring content to meet those needs. Whether it’s about opening a new account, applying for loans, or understanding investment options, SEO helps banks present themselves as the go-to source for financial advice and services.

Why SEO for Banks is Essential

The surge in mobile searches for “bank near me” by over 60% in the past two years underscores the undeniable importance of SEO for banks. This trend highlights a clear opportunity: individuals performing these searches are potential customers actively seeking banking services in their vicinity. Yet, with a vast sea of options available in search results, standing out becomes a challenge.

SEO is your bank’s lifeline in this competitive landscape. By optimizing your online presence, your bank can climb to the top of search results, increasing the likelihood that users will find and click through to your website.

Consider this: the first result on Google captures 33% of all clicks, and the top three command 61%. This dominance diminishes rapidly, with only 10% of users venturing to the second page.

These statistics mean that if your bank does not appear among the top 10 results for relevant searches, 90% of potential customers might never find you. Therefore, securing a spot on the first page of search results is essential for attracting and retaining customers in today’s digital-first banking environment.

Read More: Looking for Fresh Ways to Grow? Check Out These Digital Marketing Tips!

Specific SEO Tactics for Banks

Bank SEO

Here are the key SEO tactics that can boost your bank’s online visibility and customer engagement:

1. Local SEO Optimization

Local SEO optimization is a crucial tactic for banks aiming to capture the attention of potential customers in their immediate geographic area. This strategy focuses on optimizing a bank’s online presence to rank higher in local search results, making it easier for people nearby to find their services.

Local SEO for banks is particularly effective for financial institutions because banking is often a local or regional service, with customers preferring branches and ATMs within convenient reach. Here are some crucial local SEO strategies:

  • Google My Business (GMB) optimization: Ensure your bank’s GMB listing is accurate and comprehensive. This includes verifying the bank’s name, address, phone number, and hours of operation. Add high-quality photos and post regular updates to engage potential customers.
  • Incorporation of local keywords: Use keywords that reflect your bank’s location in your website’s content. This tactic makes your content more relevant to people searching in your area.
  • Customer reviews: Encourage satisfied customers to leave positive reviews on your GMB listing and other review platforms. Positive reviews boost your bank’s visibility in search results and foster trust among potential customers.
  • Local landing pages: Creating local landing pages for each bank branch can further boost local SEO efforts. These pages should include specific details about the branch, such as services offered, staff information, and local community involvement, making each branch’s page highly relevant to search queries from people in that area.

Read More: What’s a Local SEO Audit and Why It Will Help Generate More Leads

2. Keyword Research and Content Creation

Keyword research and content creation form the backbone of an effective SEO strategy for banks. The two strategies serve as a dual approach to attract and engage potential customers while boosting search engine rankings.

This strategy hinges on understanding what current and prospective customers are searching for and creating valuable content that meets those needs. Here’s how it unfolds:

Keyword Research

The first step involves identifying the terms and phrases that potential customers use when searching for financial products and services online. This research should focus on a mix of broad terms, such as “mortgages” or “savings accounts,” and more specific, long-tail keywords, like “how to open a savings account online.” Tools like Google’s Keyword Planner can provide insights into the popularity and competitiveness of these keywords.

Content Creation

With a list of targeted keywords in hand, banks can then craft informative, engaging content that addresses these search queries. This can range from blog posts and articles to infographics and videos, covering topics such as financial advice, product overviews, and industry insights.

Some content marketing strategies that banks can use to build their SEO include the following:

  • Blog posts: Regularly updated blogs that provide valuable financial insights, tips, and product information can improve a bank’s SEO performance.
  • Local content: To enhance local SEO efforts, banks should also create content that appeals to local audiences. This can include articles on local financial events, community involvement stories, or guides on buying a home in specific areas.
  • Video content: Banks can create video tutorials on using online banking, short documentaries on financial planning, or Q&A sessions on common financial queries. Optimizing video titles, descriptions, and tags with targeted keywords can improve visibility on both search engines and video platforms like YouTube.
  • Social media posts: Banks can use platforms like Twitter, Facebook, and LinkedIn to share shorter, more engaging content highlighting bank news, financial tips, or community involvement.
  • Customer success stories: Featuring customer success stories or case studies can be an effective way to incorporate keywords naturally while showcasing the bank’s impact on real people’s lives.

Read More: Content Marketing for Banks: Industry Trends and Examples

Mobile Websites and SEO for Banks

With a significant portion of online searches and banking transactions performed on mobile devices, banks must ensure their websites are fully optimized for mobile users. After all, many people want to transfer funds or check their balances when grocery shopping or in a restaurant. If users can’t navigate your bank website using their smartphones and other devices, you won’t rank higher in search results.

Banks should design a website that looks great on a smaller screen, loads quickly, and is easy to navigate. This means having a responsive design that adjusts content layout based on the device’s screen size, ensuring that text is readable without zooming, buttons are easily clickable, and navigation is streamlined for touch control.

Read More: Crafting a Digital Presence: The Impact of Web Design and Marketing

Quality Backlinks and SEO for Banks

Building quality links is essential for boosting your website’s authority and search engine rankings. A strong backlink profile signals to search engines that your website is a credible and authoritative source of information. Here are key strategies for banks to acquire those coveted quality backlinks:

Guest Posting

Banks have a wealth of knowledge and expertise in finance that can be shared through guest posts on reputable financial websites, blogs, and industry publications. Sharing the insight positions your bank as a thought leader and allows you to include links back to your website, driving traffic and improving your site’s SEO profile.

Reach Out for Mentions

There are many websites, bloggers, and journalists constantly seeking fresh content and perspectives on financial matters. By identifying and reaching out to these influencers, banks can secure opportunities to have their links naturally included in relevant articles or reports. This strategy involves offering valuable insights or data that complement the influencer’s content, encouraging them to link to your website for further information.

Network

Engaging with the financial community through conferences, seminars, and professional gatherings expands your bank’s network. This engagement fosters relationships with industry leaders and peers, opening doors for collaborative projects or content sharing that includes backlinks to your site.

Consider Sponsorships

Sponsoring events or initiatives that resonate with your bank’s values can boost your visibility among your target audience. Not only does this strategy help in gaining quality backlinks from event websites and press releases, but it also showcases your bank’s commitment to supporting community or industry-specific causes.

Read More: Content SEO vs Technical SEO: Why You Need Both to Succeed

Impact of Page Health on SEO for Banks

The health of a webpage plays a crucial role in the SEO performance of bank websites. Essentially, page health encompasses the technical aspects of a site, including its loading speed, mobile responsiveness, absence of broken links, and secure connections. A healthy page ensures a seamless user experience, which is vital for maintaining and improving SEO for banks and their search engine rankings.

For instance, fast loading times are paramount because even a few seconds of delay can lead to higher bounce rates as users quickly lose patience. Additionally, the integrity of a website’s links is a key component of page health. Broken links disrupt the user experience and negatively impact the site’s credibility and SEO. Regular audits to identify and fix such links are essential.

Secure connections, highlighted by HTTPS protocols, are vital for banking websites. They protect users’ sensitive information and are a factor search engines consider when ranking websites.

Read More: 5 Reasons Why Page Speed is Important for SEO Impact

Get Started on Maximizing SEO for Banks With Cross & Crown

Maximizing SEO for banks is not a set-and-forget strategy but a continuous journey of adaptation and evolution. As consumer behaviors shift, so too must your SEO strategies stay competitive and relevant. Engaging in ongoing SEO monitoring and making necessary adjustments to secure your spot at the top of search engine results is crucial.

At Cross & Crown, we specialize in elevating SEO for banks through our comprehensive suite of creative design and digital marketing services. Our expertise spans website design optimized for all screens, targeted marketing services, and strategic campaign development. Contact us today, and let’s talk about unlocking new opportunities for your bank online.

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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