How Banks Should Optimize Their Websites

How Banks Should Optimize Their Websites

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Everyone says that search engine optimization is extremely crucial for success, but do you think that optimization strategy for all types of websites is same? After all, a software development company and a restaurant chain can’t have same objectives, and thus require different SEO strategy to achieve success. What if you run a bank or financial institution? What should be your SEO strategy? Let’s find out.

Check the website address:  Some banks have multiple names or use abbreviation of the brand name in advertisements. For example, State Bank of India is often called SBI by its millions of customers. In fact, they use “sbi” in their website address instead of the full name. If your bank does the same, then you must convince Google that the abbreviation and full name belong to the same business. This is important because any variation in the URL is considered as a new website by search engines. Make sure that your site URL begins with https:// because it is considered as a symbol of web security by Google.

Not just responsive, make it fast: People access banking websites from their smartphones and tablets regularly and they expect to see the web pages as quickly as possible. Responsive web design is mandatory these days, but you can’t neglect page loading speed. Your site needs to fit the small screen of cell phones and that too very fast. Page loading speed is considered as a ranking factor by Google and thus, you can’t overlook it.

Measure the right factors: What is the aim of your bank? Do you want to open more accounts? Do you want to attract customers who want to take loans? Once you know your goal, you must design the site accordingly and measure the success of your SEO campaign. For example, if you want to boost account opening rate, then your content strategists and PPC experts should focus on keywords related to account opening such as “open savings account”, “online account opening” etc.

Embed a search button and create a sitemap: The search button may not influence Google’s search bots, but it helps users find the right information immediately. As you know, satisfactory user experience and lower bounce rate can improve your website ranking. On the other hand, the sitemap is really beneficial in term of SEO. A baking website may contain hundreds of web pages. The sitemap helps Google bots understand the website navigation paths and structure properly to ensure best possible SERP rank.

Focus on SMM and measure success: Social Media Marketing can’t be neglected in 21st century. Banks often think that they are involved in a serious business and people won’t read or share their social media content, but it is a misconception. For example, Yes Bank gained a huge benefit in terms of SERP ranking as well as customer loyalty due to their innovative social media campaign. Search engines pay attention to social media content and give importance to Like, Share, Tweet, +1 and all other social media indications about the quality of a post. Measure your SMM and SMO efforts to modify your strategy time to time.

Search engine optimization is a time consuming process and needs dedication. Have patience and confidence in your SEO team as they know what is best for your business. Apply the aforementioned strategies and you will notice the difference in your ROI.