seo strategies you can bank on: driving traffic that builds real revenue - full presentation

You Can Bank On: Driving Traffic That Builds Real Revenue

ZACK STACKEdgeMM.com/Connect15 [email protected]

SEO STRATEGIES

http://EdgeMM.com/Connect15

TODAY'S GOALS

Get a firm grasp on what SEO is and isn't

Leave with ac:onable insights for advancing your SEO strategy

That you won't get hungry

SLIDE DECK & RESOURCES

EdgeMM.com/Connect15


WHAT SEO ISN'T

• It isn't dead

• It is NOT a fast-‐acJng, digital snake oil

• It is NOT a one-‐and-‐done deal

• SEO is NOT Search Engine Manipula(on

• Good SEO is NOT solely focused on ranking

WHAT IS REAL SEO?

SEO leads have a 14.6% close rate, while outbound leads

(such as direct mail or print adverJsing) have a 1.7% close rate.

-‐ Search Engine Journal

79% of companies that have a blog report a posiJve ROI for

inbound markeJng in 2013. -‐ HubSpot State of Inbound 2014

WHAT IS REAL SEO?

$20K is the average companies save per year by invesJng more in

inbound markeJng versus outbound.

54% more leads generated by inbound tacJcs than by

tradiJonal paid markeJng. -‐ HubSpot State of Inbound 2014

2x as many marketers say inbound delivers below average cost per lead

than outbound methods.

SETTING & MEASURING GOALS

Measurement | Analysis | ReporJng

Laying a proper foundaJon…

MEASUREMENT Start with your website analyJcs soYware

First off…make sure that it is set up and tracking properly

• Use ISP to exclude internal traffic

• Create Relevant Events

• Bing in Webmaster tools are set up and synced

• In-‐Page Analy(cs set up

• Your website privacy policy is current and includes a cookie disclosure if you're running ads

• Demographics and Interests Reports are enabled

• Confirm that campaigns and tagged properly for tracking

• Set up any relevant GA alerts

Most importantly though…Take the (me to iden9fy goals of economic priority on your

website and assign a monetary value to them.

MEASUREMENT IdenJfying Your Goals

Look for conversion ac(ons of economic value:

• Increase Memberships and/or Account Sign Ups

• Personal & Business Loan Products

• Credit Card ApplicaJons

• Lead GeneraJon/Clicks-‐to-‐Call

• Newsle_er SubscripJons

ANALYSIS Review Data & Document Your ObjecJves

Get familiar with your data so you can:

• QuanJfy your ROI

• Maintain your strongest channels

• Strengthen your weak channels

• Set your business objecJves

• Make data-‐driven decisions

REPORTING Report Regularly

Train, Assign or Hire someone who will regularly take the pulse of your online efforts.

• Make sure opportuniJes are not missed

• That issues don't become problems

• Each of your traffic sources are healthy

• Monitor the performance of individual campaigns

• Ensure that the goals you set are being met

OUTLINING YOUR SEO STRATEGY

EdgeMM.com/Connect15

ON-‐PAGE OFF-‐PAGE• Keyword & Audience Research

• SEO Site Structure

• Publishing Compelling Content

• Mobile OpJmizaJons

• Local SEO & CitaJons

• Healthy Link Outreach

• Social Media ParJcipaJon

& Paid PromoJon


THE 7 PILLARS OF A

SUCCESSFUL SEO STRATEGY SEO Strategy

THE 7 PILLARS OF A

SUCCESSFUL SEO STRATEGY

The First Pillar

Keywords & Audience Research

• Reveals the searcher's intent

• Tells you what topics to opJmize your website for

• Helps to put yourself in the mind if the searcher

Doing Your Homework: Keyword Research

THE 7 PILLARS OF A


The First Pillar

StarJng Your Keyword Research

• PrioriJze your list of services

• Match each service with a short list of relevant search queries

• Look for signals of intent

Doing Your Homework: Keyword Research

RELEVANCE: You should never target a term solely because you think it will drive a load of traffic to your site. Target keywords that are highly relevant to both the services or soluJons your organizaJon provides and how the user is looking for them.

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The First Pillar

Relevance, Volume & CompeJJon

VOLUME: Take into account the size of your audience. It's possible to get too specific and target keywords that are highly relevant, yet no one is searching for.

THE 7 PILLARS OF A


The First Pillar


COMPETITION: How hard will it be to rank for these terms? Can you trade raw search volume for increased relevance?

Op:mize for conversions rather than clicks.

THE 7 PILLARS OF A


The First Pillar


THE 7 PILLARS OF A


The First Pillar

Keyword CategorizaJon & DistribuJon

Your customers are NOT searching for keywords. They're searching for helpful informa(on.

• Op:mize your website for topics, not keywords

• Group them into the services or topics you'll be covering on your website

Keyword Categoriza:on

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Assign a specific keyword to each page of your website.

• Aligns your content with the searcher's query

• Makes it clear what each page is about

• IdenJfy new pages or content you may need to create

Keyword Distribu:on

The First Pillar


THE 7 PILLARS OF A


The First Pillar


"Stop by our mortgage loans center to find the perfect mortgage loans that are sure to fit all your mortgage loans needs. Our mortgage loans are the essen(al mortgage loans for when you're ready to mortgage loans your mortgage loans."

Keyword Distribu:on -‐ Don't go nuts!

You are now free to make… great content for humans!

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Ask yourself these 4 ques(ons

1. Does it sound natural when I read it aloud?

2. Would I be proud to put MY name on this content?

3. Would I read read this?

4. Would I recommend this to a friend or colleague?

Keyword Distribu:on -‐ Don't force it!

The First Pillar


THE 7 PILLARS OF A


The First Pillar

Ongoing Keyword Research

Keyword Research is a con:nuous and evolving process

Should be revisited at least twice a year

Some keywords just don't bring home the bacon

THE 7 PILLARS OF A


The First Pillar

Keyword Research Tools

Google Trends • Are the keywords you're trying to get found for trending down or up?

• Are they seasonal keywords?

• How do certain terms compare in different geographical regions?


Google Sheets • Document your keyword research and create living, collaboraJve

documents that your team can use to implement your strategy.

THE 7 PILLARS OF A


The First Pillar


Adwords Keyword Planner • You will have to sign up for an Adwords account to access this tool. This doesn't mean

that you have to run paid Adwords campaigns, but it's well worth it.

• If you run Adwords campaigns then you have access to a bevy of keyword data already.

• Paid Search can be a quick and effecJve way to test keywords.

• The keywords that are performing well in Adwords can be used to inform your

organic strategy as well.


THE 7 PILLARS OF A


The First Pillar



More Keyword Tools • Moz Keyword Difficulty Tool: h_p://moz.com/tools

• SEMRush: h_p://www.semrush.com/

• SpyFu: h_p://www.spyfu.com

• Yoast Suggests: h_ps://yoast.com/suggest/

http://moz.com/tools

http://www.semrush.com/

https://yoast.com/suggest/

The Second Pillar

CORE CONTENTThe Third Pillar

CONTENT MARKETING• Core Content SEO

• Variety

• Clarity

• Site Speed

• Security

• Strategy

• Content of value

• Genng buy-‐in

• DocumenJng your plan

• Assessing your content

• CreaJng a content team

Content Op:miza:onTHE PILLARS OF A


THE 7 PILLARS OF A


The Second Pillar

Content OpJmizaJon

Does it makes sense to a human?All the elements of your page should be descripJve and easily idenJfiable.

• URLs

• Page Titles

• Meta DescripJons

• H1 & H2 Headers

• Body Text

• Image Filenames & Alt Text

URLs only a robot could love…

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The Second Pillar

Content OpJmizaJon

Does it makes sense to a human?Which URL would you remember and be able to return to on your own?

DomainName.com/?Cabinet=Main&Drawer=loans&Folder=transporta:on&SubFolder=auto

OR

DomainName.com/auto-‐loans

Content VarietyPeople consume content in different ways.• Blogs

• Infographics & Charts

• Videos

• eBooks

• Podcasts

• Guides & Reviews

• Images & Memes

• InteracJve

• Case Studies

• Interviews

• Research Findings

• Apps

THE PILLARS OF A


The Second Pillar

Core Content OpJmizaJon

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The Second Pillar

Content OpJmizaJon

Content Clarity: The 5-‐Second TestA visitor should be able to tell within 5 seconds what the page is about.

Calls-‐to-‐Ac:onAre you telling the visitor plainly what the next step is? CTAs expedite the conversion process and provide clarity.

Site SpeedHow long does it take your page to load? Do you need a Content Delivery Network (CDN) to speed up delivery of your pages?

Security82% of the FI sites we surveyed were secured with HTTPS.

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The Second Pillar

Content OpJmizaJon

Core Content & Site Structure Tools• Google AnalyJcs Webmaster Tools

• Screaming Frog SEO Spider

• Moz's On-‐Page Grader

• sitemaps.org

• schema.org

http://schema.org

THE 7 PILLARS OF A


The Second Pillar

Content OpJmizaJon

Content Marke:ng & Strategy

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The Second Pillar

Content OpJmizaJon

"There's no prize in content for hi]ng 'publish'. […] The only prize comes when you produce something that […] achieves the reach and marke(ng goals that you seek."

-‐ Rand Fishkin from his JAN 9th, 2015 Whiteboard Friday

THE 7 PILLARS OF A


The Second Pillar

Content OpJmizaJon

"Marke(ng is telling the world you're a rock star. Content Marke(ng is showing the world you are one."

-‐ Robert Rose @ Content MarkeJng InsJtute

THE 7 PILLARS OF A


The Second Pillar

Content OpJmizaJon

Content Builds ValueHelpful, unique, compelling content builds value for you, your brand AND your customer.

• The planning and implementaJon of it builds and strengthens your strategic ability.

• The research and creaJon process literally helps you become an expert, if you weren't one already.

• The consumpJon of it builds your authority, strengthens trust signals and provides value to your customers, both new and returning.

• In short, content gives you a reason to connect and it gives your customers and members a reason to return and even bring others with them.

THE 7 PILLARS OF A


Content Strategy ChecklistIn order for your insJtuJon to succeed with content you'll need the following…

A Champion(s)

C-‐suite buy in

Measurable Goals

A Documented Plan & Editorial Schedule

Persistence + Time

The Second Pillar

Content OpJmizaJon

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The Second Pillar

Content OpJmizaJon

Have a Documented Plan That…• Fits on one page

• Includes specific, measurable goals

• Includes strategic objecJves

• Includes a descripJon of who you are

• …and who your audience is

• Lists your primary topics

• Lists your CTAs

• Outlines Content ResponsibiliJes

• Links to helpful resources

https://docs.google.com/presentation/d/1DGofkzUQ9FNWDxCPeEH3orMNO5vZyiQ2dvHDtliA-C0/edit#slide=id.g794501917_16

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The Second Pillar

Content OpJmizaJon

Document Your Content Strategy"…a documented content marke(ng strategy helps increase effec(veness in all areas of content marke(ng."

77% B2C organizaJons

surveyed that said they use Content MarkeJng

27% B2C marketers that have documented Content

Strategies

Source: CMI's B2C Content MarkeJng 2015 Benchmarks, Budgets and Trends

http://contentmarketinginstitute.com/2014/10/2015-b2c-consumer-content-marketing/

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The Second Pillar

Content OpJmizaJon

Create an Editorial CalendarRemember that quality trumps quan(ty.

• They can take many forms, but it's best to keep 'em simple

• Main Content Schedule

• Social Media Schedule

• Ideas Journal

THE 7 PILLARS OF A


The Second Pillar

Content OpJmizaJon

Assemble Your Content Team!The Edge Content Team looks like this:

• Content Manager: Assigns projects and provides accountability

• Content Editor: Brings the raw content to a publishable state

• Graphic Designer: Creates infographics and other visual assets

• Social Media Promoter: Distributes and Promotes published content via our Social Media channels

• Email Marketer: Creates and sends email campaigns around our content

• Contributors: All internal experts and any guest contributors we might bring in from Jme to Jme

THE 7 PILLARS OF A

SUCCESSFUL SEO STRATEGY Content MarkeJng & Strategy

The Second Pillar

Content OpJmizaJon

Content Marke:ng Tools• Google Docs: Calendars, Accountability & CollaboraJon

• Content Marke:ng Ins:tute: Tons of resources & ideas…

• CMI's Essen:al Templates: h_p://d.pr/16msq

• Hemingway Wri:ng App

• Canva.com: Create graphics to accompany your content

• Edge's 1-‐Page Plan Template: h_p://d.pr/17HTp

http://www.hemingwayapp.com/beta/index.html

http://d.pr/17HTp

THE 7 PILLARS OF A


The Third Pillar Link Outreach Strategies

Source: h_p://moz.com/blog/weighJng-‐the-‐clusters-‐of-‐ranking-‐factors-‐in-‐google-‐analyJcs-‐whiteboard-‐friday

Combined SEO weight of Domain-‐ and Page-‐level links as

a Ranking Factor

40%

http://moz.com/blog/weighting-the-clusters-of-ranking-factors-in-google-analytics-whiteboard-friday

THE 7 PILLARS OF A



What is a 'quality' link?• It's Relevant to the content on your page

• It has Descrip:ve Anchor Text

• It originates from a Trusted source

Link Freshness & Trends• Fall offs or steady declines point to a stale website and content

• Unnatural spikes can be an indicator of someone trying to game the system

• Don't try to game the system

THE 7 PILLARS OF A



Healthy Link-‐Building Strategies

• Make sure your Naviga:onal Links make sense

• Contextual Links

• Submit your website to RELEVANT web directories • Yahoo Directory | FDIC Directory | Acuity's Bankers Almanac |

Opportunity Finance Network | Other State and Local FI Directories

• Produce Great, Linkable, Sharable Content

• Leverage Social Media Channels

• Natural Link Outreach

1. Start internally

2. Then go external

THE 7 PILLARS OF A




• Google your primary keywords and analyze top ranking results for backlinks

• Free Tool: Moz's Open Site Explorer

• Focus on backlinks with a high page and/or domain authority.

• What compeJtors might you be able to displace?

• Keep your eyes out for addiJonal directories to submit your site to

3. Research CompeJtor Backlinks

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• Make a list of relevant, authoritaJve, quality sites with which you'd like to

build a rela:onship

• If they are open to guest bloggers, approach them with content ideas that are

mutually beneficial

• Guest blogging is a great way to expose your organizaJon to new, yet relevant

audiences. It builds industry rela:onships and brand trust

4. Guest Blogging

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• Evaluate the values of your organizaJon. Are there any non-‐profits or NGO's

out there that share your values and you could partner with?

• Search engines generally a_ribute strong trust signals to NPs and NGOs

5. Non-‐Profit/NGO Partnerships

• Keep regular tabs on your backlinks using free tools such as Moz's Open Site Explorer

or paid tools like Raven or Majes:c SEO. If a link appears low quality or unnatural

try to have it remove or disavow it.

• Once again…Quality trumps quan9ty!

6. AcJvely Manage NegaJve Links

THE 7 PILLARS OF A



What NOT to do when building links…• If it feels like you're trying to cheat the system, then don't do it

• If it's too easy, it's almost certainly a scam

• Forbidden Link Juice…Don't trade links with strangers

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Link-‐Building Tools • ahrefs: h_ps://ahrefs.com

• Moz Tools: h_p://moz.com/tools

• Majes:c SEO: h_ps://majesJc.com

• Raven SEO Tools: h_p://raventools.com

http://raventools.com

THE 7 PILLARS OF A


The Fourth Pillar Mobile OpJmizaJon

Mobile Readiness & Op:miza:on

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Why Is This Big News?

Mobile search is expected to surpass desktop by

2016

FI websites surveyed were NOT mobile friendly

57%FI websites poorly opJmized

for mobile devices

21.5%

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Only

3.5 billion Toothbrush Users

4 billion Global Mobile Users

Source: h_p://60secondmarketer.com/blog/2011/10/18/more-‐mobile-‐phones-‐than-‐toothbrushes/

http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/

The Fourth Pillar Mobile OpJmizaJonTHE 7 PILLARS OF A


• Google's Mobile-‐Friendly Test: h_ps://www.google.com/webmasters/tools/mobile-‐friendly/

• Google Webmaster Tools Mobile Usability Report

Look at your website from Google's perspecJve:Step 1: Assess Your Mobile Traffic Situa:on

http://www.apple.com

The Fourth Pillar Mobile OpJmizaJonTHE 7 PILLARS OF A


What percentage of your traffic and goals come from mobile and tablet users?

Source: h_p://www.slideshare.net/SearchMarkeJngExpo/the-‐data-‐behind-‐mobile-‐experiences

• Across all ver:cals the average is around 30%

• What would it mean to your bank or credit union if just 5-‐10% of your sessions,

new users or online loan applicaJons dried up?

http://www.slideshare.net/SearchMarketingExpo/the-data-behind-mobile-experiences

THE 7 PILLARS OF A



Step 2: Convince the Higher Ups

FI websites that are NOT mobile friendly

57%FI websites that are poorly opJmized

21.5%

FI websites that offer a poor mobile experience or none at all

78.5%

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Step 3: Make a Plan To Go 'All the Way' Mobile• Consider temporarily realloca:ng funds from tradiJonal adverJsing or direct placement efforts

• Consider a mobile website sinking fund

THE 7 PILLARS OF A



Step 4: Create a Truly Mobile-‐Friendly Website1. Takes into account your mobile audience's unique needs

• Is it easy to find the branches and ATMs nearest to them?

• Is your phone number or a click-‐to-‐call buron easy to find?

• If they call, will someone pick up?

• Phone Leads > Form Leads

• Is the Name, Address and Phone number (NAP) on each page?

2. Responsive Design vs

Dynamic Serving or

Mobile URLs

https://developers.google.com/webmasters/mobile-sites/mobile-seo/overview/select-config?hl=en

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Step 4: Create a Truly Mobile-‐Friendly Website3. It should provide a seamless brand experience

4. Fonts large enough to be easily read on a smartphone

5. Easily navigable with one finger. No pinching or zooming required.

6. Links & tap targets are easy to select with your index finger

7. It should not use incompaJble plugins or Flash

8. It can be crawled and understood by Google

9. Finally, it should just look good on a phone and be helpful

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Mobile Assessment Tools• Feed The Bot is a great resource to get started: h_p://www.feedthebot.com/mobile/

• Google Analy:cs & Webmaster Tools

• Mobile-‐Friendly Tool: h_ps://www.google.com/webmasters/tools/mobile-‐friendly/

• Mobile Usability Report: h_p://googlewebmastercentral.blogspot.com.es/2014/10/tracking-‐

mobile-‐usability-‐in-‐webmaster.html

• Screaming Frog's Smartphone Googlebot Crawl: h_p://www.screamingfrog.co.uk/seo-‐spider/

• PageSpeed Insights: h_ps://developers.google.com/speed/pagespeed/insights/

https://developers.google.com/speed/pagespeed/insights/

What is Local SEO?

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The FiYh Pillar Local SEO

Local SEO

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Mobile + Local Means Now!• Mobile and Local search are about Speed and Convenience

• 73% of Mobile searches are followed by addi:onal ac:on

• 28% Result in Conversions: Store Visit, Call, Purchase

• 1.44 = Avg # of Follow Up AcJons for Finance Related Mobile Searches

• 63% of mobile search-‐triggered acJons happen within 1 hour of the iniJal search

Source: h_ps://ssl.gstaJc.com/think/docs/creaJng-‐moments-‐that-‐ma_er_research-‐studies.pdf

https://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf

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Maps, NAPs & Reviews

• Where you are

• If you're open

• If you have what they're looking for

• How they can contact you

• …and what other people think about you

What are the primary moJvaJons behind your customer's local, mobile search?

THE 7 PILLARS OF A



NAPs

• Make sure that your NAP is both available and accurate for all of your business locaJons…wherever it appears on the Web

• On all pages of your mobile website

Name, Address & Phone #

Onsite Local Directories• Think like a local directory

• Create a page with all of your locaJons

• Give each locaJon its own locaJon page also

THE 7 PILLARS OF A



Claim Your Google My Business & Yelp Pagesh_ps://www.google.com/business/ & h_ps://biz.yelp.com/support/claiming

84% Financial InsJtute GMB Pages

not acJvely managed or updated

140,847 Avg Page Views for claimed FI GMB Pages

63% Unclaimed

Financial InsJtute GMB Pages

https://www.google.com/business/

https://biz.yelp.com/support/claiming

THE 7 PILLARS OF A



• Check on your GMB & Yelp pages at least once a month in order to…

• Make sure your NAP is accurate

• Upload some photos

• Post addiJonal content

• Removing duplicate GMB pages

• Read and respond to reviews & comments…

Claim Your Google My Business & Yelp PagesAppoint a page manager for each locaJon who will…

THE 7 PILLARS OF A



Read and Respond to Reviews

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• Engage authen:cally, or not at all

• Acknowledge that some people be crazy

• Acknowledge legiJmate complaints

• "Should I ask for reviews?"

• "Reviews are earned, not asked for." -‐ Mike Blumenthal @ GetFiveStars.com

• Create a business that is worthy of being reviewed

• Look at businesses with lots of reviews. What do they have in common?

Reviews Are the Currency of Local SEO

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• No.

• You SHOULD claim your business on Yelp and apply the same tacJcs we just

described for your GMB page to your FREE Yelp lisJng

YELP Me!Is adverJsing on YELP worth our budget?

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Local SEO Tools• Google My Business: h_ps://www.google.com/business/

• YELP: h_ps://biz.yelp.com/support/claiming

• Moz Local: h_ps://moz.com/local

• LocalSEOChecklist.org

• GetFiveStars.com

https://www.google.com/business/

https://biz.yelp.com/support/claiming

https://moz.com/local

http://LocalSEOChecklist.org

http://GetFiveStars.com

THE 7 PILLARS OF A


The Sixth Pillar Social Signals & Paid PromoJon

Social Signals

THE 7 PILLARS OF A



• Boost brand trust amongst your followers

• Provide opportuniJes for exemplary customer service

• Promote events (put bu_s in the seats)

• Amplify your content reach: Promoted Posts

What Can Social Media Do For Your Brand?Social engagement done right can…

• Always drive traffic back to your website

• Don't rent your audience from Facebook, build your own!

• Website, Email MarkeJng, Podcasts, Webinars, Etc…

Remember to…

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• YouTube (owned by Google) is the 2nd largest search engine. Bigger than

Bing, Yahoo, Ask & AOL combined.

• Facebook -‐ 1 Billion Searches Per Day as of 2012

• Twirer -‐ 19 Billion Search Queries Per Month as of 2010

• An acJve social media presence keeps you on the social search radar

Social Media Channels Are Search Engines Too!

Sources: h_ps://blog.kissmetrics.com/social-‐media-‐and-‐seo/ h_p://www.theverge.com/2012/9/11/3317720/facebook-‐billion-‐search-‐queries-‐a-‐day

https://blog.kissmetrics.com/social-media-and-seo/

http://www.theverge.com/2012/9/11/3317720/facebook-billion-search-queries-a-day

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Paid Promo:on

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Adwords & Bing/Yahoo Ads

68% US Search

Market Share

29% US Search

Market Share

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• Count the Cost: Adequate Budget & Resources

• Iden:fy primary sales and lead genera:on goals

• Assign economic values

• PaJence and Consistency

Paid Search & Display Checklist

THE 7 PILLARS OF A



• More (prime) real estate in the SERPs

• More Data: keywords, behavioral & demographic

• Greater brand awareness

• More conversions

The Benefits of Paid Search and DisplayLess than 25% of FI's surveyed run Adwords or Bing Ads Campaigns

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• Direct Media Placements with Niche Blogs and Websites

• Target websites with direct access to the audiences you most want to reach

• Build a relaJonship with these blogs and websites…

• PosiJve relaJonships over Jme can equal great natural backlinks

• Conferences and Event Sponsorships

• Outdoor/TV/Radio/Print Ads

Addi:onal Paid Promo:on Opportuni:es

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Don't Be Afraid To Seek Professional Help

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The Seventh Pillar Vendors & Partnerships

Vendors PartnersvsFractured Brand Experience

Poor UX

ProhibiJve Access Data

Seamless Brand IntegraJon

Best PracJce Forms

Convenient Data Access

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The Seventh Pillar Vendors & Partnerships

• Extend your markeJng capabiliJes

• Free you up to focus on your strengths

• Align with your organizaJon's core values

• Play well with your other vendors and partners

• Help you to form a more cohesive brand experience

• Focus on measurable results

• Are transparent about their efforts

Develop partnerships that…

THE 7 PILLARS OF A


Relevance Resonance Best Prac:ces

Data Content

Developing Partnerships

SEO Challenges & Opportuni:es Reviewing The Data

FI websites with NO detectable structural SEO opts

SEO SITE STRUCTURE

FI websites with severe status code issues

80% 24%


OrganizaJons with NO content marke:ng strategy

CONTENT MARKETING

Of the 30% who did, MORE THAN HALF had NO content of unique value or

it was hidden away in PDFs.

70%


FI websites with actual content variety

CONTENT MARKETING

16%FI websites with

unclear or missing CTAs

72.5%


AdverJsed Mobile Banking SoluJons

MOBILE OPTIMIZATION

More than 3/4 have sites that are likely already experiencing penal:es in Mobile Search from

Google's April 21st algorithm update.

78%Truly Mobile-‐Friendly

Websites

21.5%


FI's that do NOT acJvely manage their GMB pages

LOCAL SEO SIGNS OF LIFE

84%Average page views on claimed GMB pages

140,847


FI's websites with NO visible social media connecJons

SOCIAL MEDIA & PAID PROMOTION

47%FI's NOT running Paid Search

& Display Campaigns

68%


PASS/FAIL SEO GRADES

FAILING SEO GRADES

84%


FAILING SEO GRADES84%

FI websites without a SEO site structure

80%FI websites that are NOT mobile-‐friendly

57.5%FI websites that

lack content variety

84%OrganizaJons with NO

content markeJng strategy

70%

FI's websites that have unclear or missing CTAs

72.5%FI's websites with NO visible social media

connecJons

47%FI's NOT running Paid Search & Display

Campaigns

68%Average page views on claimed GMB pages

140,847


FAILING SEO GRADES84%


• Set measurable goals and assign an economic value to them

• Document your goals and strategy

• And, if you do only one set of 3 things aYer that…

1. Create a truly mobile-‐friendly website

2. Give it a SEO-‐friendly site structure

3. Create content that engages your audience

The secret to a successful SEO strategy for a financial insJtuJon is…to be one of the few who have a SEO strategy.

You Can Bank On: Driving Traffic That Builds Real Revenue

ZACK STACKEdgeMM.com/Connect15

SEO STRATEGIES

Thank You


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