SEO for banks and financial services: Everything you need to know

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Market analysis, keyword research and SERP analysis
To start, you need to be clear about the different archetypes of your target audience and their customer journey. Once you have this information well worked out, you must carry out keyword research that will allow you to:

Understanding the needs of your target audience and translating them into the words they use in search engines
Assess the size of the sector and the market share that you and your competitors have
Detect trends and seasonality
Locate the most in-demand services and products
GAP with the competition
among other things
You should end up with something similar to this:

keyword research for banks
Now that you know what words your target audience uses, it's time to examine dj email database list what the results pages for these are like, that is, study the structure, what modules appear, what type of content is offered, etc.

Sizing the website: Architecture
Now, it is time to compare all the information from the previous study with what we should already have about the business (product and services catalogue, differential value of the company and its products, etc.) to see which nodes you want to attack.

You need to ensure that your website has room for all of this in the formats that Google is accepting. Therefore, it is vital to create an optimal and efficient SEO architecture as a starting point.

An example could be this:

web architecture for banks
Once we have worked on all of this, the optimized website, we recommend working on the following strategic pillars of the following sections:

EEA brand and authority
As indicated at the beginning of the article, this is a sector of very powerful players (authority/brand) and in which reputation is very important. These brands rank for a huge number of keywords and Google takes them into consideration above the rest:

EEA for banks
To confront them it is very important to attack two fronts:

Actions to gain authority
Actions to gain relevance
Along these lines, we strongly recommend that these two actions be carried out on a recurring basis and with a very high dedication of resources:

Creating valuable content created by industry experts (more on this later)
Public relations actions
Reputation management
In the era of fake news and misinformation in which we live, it is increasingly important to control reputation in search engines. It is vital to control what appears on Google about the brand and who is managing to appear in order to avoid reputation crises.

An example could be this:

reputation for banks
Or this other one:

Improve your SEO!
reputation for financial services
Nowadays, media and aggregators are very powerful and are able to appear for searches related to the brand. For these reasons, it is very important that communication and marketing departments join forces with SEOs to monitor this and react if necessary.

Local SEO
Many searches related to products or services from banks or financial institutions are local, such as searching for ATMs and branches:

local seo for banks
In this sense, we recommend working on Local SEO. In this case, this would mean creating the typical office location section within the website, but we also recommend creating and optimizing Google business profiles for each establishment that the brand has.

Google business profiles are more in demand and visible than you might think, here is an example:

Google Business Profiles for Banks
And that's why we recommend creating them and keeping them updated constantly.

Third-party visibility: comparators, aggregators and media
As I said in the reputation section, there are entities that have a lot of visibility on Google for target keywords. These entities are none other than comparators, aggregators and media:

Organic visibility for banks
Along the same lines as what I was saying in that section, it is vital that you keep track of which websites appear for key products and services and collaborate with them to ensure good reach and positive impacts to your target audience.

Valuable content
Users are looking for a lot of informative content related to the sector, here are some examples:

Editorial calendar for banks
Roughly speaking we find:

Questions about products and procedures with the company
General questions about products and services
Help guides and tools
Definition of terms
Tips and advice
Comparison of products and services
inter alia
It is very important to work on an informational content strategy on a recurring basis and keep it optimized both to gain relevance and to reach positioning for these keywords and thus impact your target audience.

Tendencies
Like many other sectors, it is a sector in which new trends are emerging:

trends for financial services
A professional SEO team can help you detect these new trends and size them so you can incorporate these concepts into your strategy:

Trends for banks
Success stories
We have applied the recommendations in this article to several clients with great success, such as this success story from Banco Mediolanum .