Why SEO Matters for Financial Institutions: How To Build and Strengthen Your Most Profitable Online Channel

Build
and
Strengthen
Your
Most

Proﬁtable
Online
Channel
ZACK
STACK

ﬁndable
How
does
your
CU
become
more
of
both?
relevant

FAILING

SEO
GRADES84%
FI
websites
without

an
SEO
site
structure

82%
FI
websites
that

lack
content
variety
84%
OrganizaLons
with

NO
content
markeLng

strategy
FI's
websites
that
have

unclear
or
missing
CTAs
70%
FI
websites
either

poorly
opLmized
for

mobile
or
NOT
at
all

63%
FI's
NOT
running
Paid

Search
&
Display

Campaigns
68% 72%

EdgeMM.com/whySEOmaRers
Today's
Goals
To
understand
WHY
SEO
MATTERS
to
your
ﬁnancial
insLtuLon

Emphasize
SETTING
and
MEASURING
GOALS

Gain
ACTIONABLE
INSIGHTS
for
advancing
your
on-‐page
SEO
Strategy

less
than
10%
of
the
traﬃc
powered
57%
of
the
goals

–Search
Engine
Journal
“SEO
leads
have
a
14.6%
close
rate,
while
outbound
leads
(such
as
direct

mail
or
print
adver;sing)
have
a
1.7%
close
rate.”

Why
SEO
MaRers
to
your
business:
Sources:

hRp://www.hubspot.com/markeLng-‐staLsLcs

hRp://www.demandmetric.com/content/content-‐markeLng-‐infographic

–HubSpot
State
of
Inbound
“79%
of
companies
that
have
a
blog
report
a
posi1ve
ROI

for
inbound
marke;ng…”

Sources:


Why
SEO
MaRers
to
your
business:

–Demand
Metric
“Content
marke;ng
generates
3
1mes
as
many
leads
as

tradi;onal
outbound
marke;ng,
but
costs
62%
less.”

Sources:


Why
SEO
MaRers
to
your
business:

–HubSpot
State
of
Inbound
“54%
more
leads
[are]
generated
by
inbound
tac;cs

than
by
tradi;onal
paid
marke;ng.”

Sources:


Why
SEO
MaRers
to
your
business:

–HubSpot
State
of
Inbound
“2x
as
many
marketers
say
inbound
delivers
below

average
cost
per
lead
than
outbound
methods.”

Sources:


Why
SEO
MaRers
to
your
business:

–HubSpot
State
of
Inbound
“$20,000
is
the
average
companies
save
per
year
by

inves;ng
more
in
inbound
marke;ng
versus
outbound.”

Sources:


Why
SEO
MaRers
to
your
business:

SEO
&
Inbound
MarkeLng
cost
less deliver
more
Than
Traditional
Outbound
Marketing

Beginning
With
the
End
In
Mind
Se_ng
&
Measuring
Your
Goals

“Every
good
campaign
begins
with
the
end
in
mind.”

MEASURABLE
GOALS
realistic
Identify
optimistic specific

If
less
than

of
the
traﬃc
powered

of
the
goals,
10%
57%
what
might
20%
do?

Measuring
Progress

MarkeLng

View
Unﬁltered

View

OpLmize
Your
AnalyLcs
1) Use
IP
filtering
to
exclude
internal
traffic

2) Filter
out
junk
referral
visits
and
bot
traffic

1) Ghost
Referrals

2) Nefarious
Spam
Bot
Crawlers

3) Well-‐behaved
bots
and
spiders

3) Sync
w/Webmaster
Tools
and
AdWords

4) Update
Your
Website
Privacy
Policy

1) support.google.com

2) iubenda.com

5) Set
Up
Demographic
&
Interest
Reports

6) ***Iden[fy
&
Set
Up
Site
Goals***

Four
Common
Website
Goals
Lead
GeneraLon
>>
Emails,
Form
Submissions,
Phone
Calls

New
Memberships
and/or
Referrals

NewsleRer
SubscripLons

Loan
ApplicaLons

Assign
Economic
Values

To
Your
Goals

“Un;l
you've
assigned
values
to
your
goals
you
will

NOT
be
able
to
properly
measure
your
eﬀorts.”


1)
What
%
of
Auto
Loan
ApplicaLons
submiRed
get
approved?
2)
What
is
the
return
on
the
average
auto
loan?
Factor
in…

• Average
Interest
Rate

• Average
Terms

• Borrower
Score

• Loan
Defaults

• Cost
of
Servicing
the
Loan,
etc.
3)
MulLply
the
approval
rate
by
the
average
return
aker
costs…
Auto
Loan
ApplicaLons

Auto
Loan
ApplicaLons
60%

Avg
Approval
Rate
X $1,000

Avg
Return
Aker
Costs
=
Avg
Auto
Loan

Applica[on
Value
$600

Analysis
and
ReporLng

Regular
ReporLng
Ensures
1) OpportuniLes
are
not
missed

2) Issues
don't
become
full-‐blown
problems

3) Each
of
your
main
traffic
sources
are
healthy

4) That
the
goals
you
set
are
being
met
Edge
Digital
Performance
Report
Sample

Outlining
Your
On-‐Page
SEO
Strategy
1)MOBILE
OPTIMIZATION

2)AUDIENCE
&
KEYWORD
RESEARCH

3)SEO
SITE
STRUCTURE

4)PUBLISHING
COMPELLING
CONTENT

1)
Going
All
The
Way
Mobile

44%
Source:
hRp://techcrunch.com/2015/04/12/are-‐the-‐fortune-‐500-‐ready-‐for-‐mobile-‐search/
Fortune
500
Companies

that
are
NOT
Mobile
Friendly

41%Regional
bank
and
credit

union
websites
that
would

NOT
be
considered
mobile

friendly
by
Google

63%Bank
and
CU
websites

that
are
either
poorly

opLmized
for
mobile

or
NOT
at
all

Why
Put
Mobile
First?
1) April
2015:
'Mobilegeddon'
[ominous
music]

2) Mobile
search
is
expected
to
surpass

desktop
by
2016

3) 4
BILLION
GLOBAL
MOBILE
SUBSCRIBERS
vs

3.5
BILLION
TOOTHBRUSH
OWNERS
Mobile
SERPs
Sources:

hRp://www.wired.com/2015/02/smartphone-‐only-‐computer/

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

How
do
I
go
'all
the
way
Mobile'?
1) Assess
Your
Mobile
Situa[on

• What
percentage
of
your
traﬃc
comes

from
mobile
users?

• How
many
goals
are
being
converted
by

this
segment
of
your
audience?

• Look
at
your
site
how
Google
sees
it.

• Feed
the
Bot's
Mobile
SEO
Tool:

hRps://www.feedthebot.com/mobile/

• Browse
Your
Own
Mobile
Website
hRps://www.google.com/webmasters/tools/mobile-‐friendly/

How
do
I
go
'all
the
way
Mobile'?
2) Create
a
truly
'HUMAN-‐friendly'
website

๏ Simple
to
locate
your
business'
physical
location

๏ Easy-‐to-‐ﬁnd
Phone
#
or
a
Click-‐to-‐call
bumon

๏ If
a
user
calls,
will
someone
pick
up?

๏ Name,
Address
&
Phone
#
(NAP)
on
every
page

3) Responsive
Design

๏ vs
Dynamic
Serving
or
Mobile
URLs
Source:
hRp://www.biakelsey.com/BIAKelsey-‐Sponsored-‐Research-‐Bandwidth-‐Report.pdf

HUMAN-‐CUSTOMER-‐MOBILE-‐Friendly
Website
4) It should provide a seamless brand experience.

5) Fonts large enough to be easily read on a smartphone.

6) Easily navigable with one ﬁnger. No pinching or zooming required.

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

8) It should not use incompatible plugins or Flash.

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

MOBILE
TOOLS
1) Google's
Mobile
Friendly
Tool

2) Feed
The
Bot
Mobile

3) Google's
Mobile
Usability
Report

4) Screaming
Frog

5) PageSpeed
Insights

2)
Audience
&
Keyword
Research

Audience
&
Keyword
Research
Reveals
the
searcher's
intent

Tells
you
what
topics
to
opLmize
your
website
for

Puts
your
business
closer
to
your
audience

Audience
Research
How
old
are
they?
Are
they
mostly
male
or
female?
Do
they
have
disposable
income?

Do
they
have
kids?
A
dog?
Bearded
dragons?
What
sort
of
loan
products
might
they

be
most
interested
in?
What
might
they
struggle
with?
Etc…
Interview Your Members • Read Their Comments

Segment Your Audiences • Document Them

Keyword
Research
Edge
Key
Word
Map
Template:
hRp://d.pr/1i2MX

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
soluLons
your
company
provides
and

how
the
user
is
looking
for
them.

"Chevy
truck"

less
relevance/more
traffic
"blue
2010
Chevy
Silverado"

more
relevance/less
traffic

Volume:

Take
into
account
the
size
of
your

audience.
Are
enough
people
searching

for
the
term
that
it
makes
it
worthwhile

to
target?
It's
possible
to
get
too
speciﬁc

and
target
keywords
that
are
highly

relevant,
yet
no
one
is
searching
for.
"credit
card"

lots
of
search
volume
"no
annual
fee
visa
credit
card
with

picture
of
my
dog
on
the
front"

maybe
like
one
person

Compe[[on:

How
hard
will
it
be
to
rank
for
these

terms?
The
posiLve
trade
oﬀ
is
to

accept
less
raw
search
volume
in

exchange
for
increased
relevance.

Another
way
to
put
it
is
to
opLmize

for
conversions
rather
than
clicks.

"mortgage
loans"

highly
compeLLve/

top
of
funnel
"home
mortgage
loan
quote"

more
relevant
and

ready
to
engage

KEYWORD
TOOLS

1. Google
Trends

2. AdWords
Keyword
Planner

3. SpyFu.com

KEYWORD
TIP

1. Create
Organic
Landing

Pages
for
long-‐tail

keywords.
The
more
you

create
the
more
organic

traﬃc
you'll
aRract.

Keyword
Categoriza[on
๏ Optimize your website for topics that interest your target audience,
not keywords.

๏ Your customers are NOT searching for keywords. They're searching
for helpful information.

๏ Think of your keywords as a list of questions. The content you
produce for your website should answer those questions.

๏ Assign a focus keyword to each page of your website.

“Keywords
are
the
ques1ons
that

your
content
conﬁdently
answers.”


You
are
now
free
to
make

great
content
for
humans!
Keyword
Distribu[on…Don't
Go
Nuts

Ask
yourself
these
four
content
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
this?

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

Ongoing
Keyword
Research
1. Keyword
research
is
a
conLnuous
and
evolving
process

2. Should
be
revisited
at
least
twice
a
year

3. Some
keywords
just
don't
bring
home
the
bacon

3)
SEO
Site
Structure
๏ Technical
SEO

๏ Core
Content

๏ Content
Variety

๏ Content
Clarity
๏ CTAs

๏ Site
Speed

๏ Security

Structural
&
Technical
SEO
๏ URLs

๏ Page
Titles

๏ Meta
DescripLons

๏ <h1>
and
other
Headers

๏ Body
Text

๏ Image
Filenames

๏ Image
<alt>
Tags

๏ XML
&
HTML
Sitemaps
Low-‐Hanging
SEO
Fruit

Core
Content
๏ Who
are
you?

๏ What
do
you
do?

๏ Where
you
do
it?

๏ How
does
what
you
do
make
my
life

beRer
or
easier?

๏ How
can
I
get
it
and
what
will
it
cost?

Content
Variety
๏ Blogs

๏ Infographics

๏ Charts

๏ Videos

๏ eBooks

๏ Podcasts

๏ Images
&
Memes

๏ InteracLve

๏ Case
Studies

๏ Interviews

๏ Research
Findings

๏ Apps

Content
Clarity:
The
5-‐Second
Test

Show your homepage or the page you're testing to someone for 5
seconds then ask them…

What brand did they just interact with?

What was that page about?

They should know within 5 seconds that they're either in the right
place or they'll know that they're in the wrong place and move on.

More
SEO
Site
Structure
Opts…

Clear
Calls-‐to-‐AcLon
(CTAs)

Are you telling the visitor planning what the next step is?

CTAs expedite the conversion process and provide clarity.

More
SEO
Site
Structure
Opts…
๏ Join
Today
>>

๏ Sign
Up
>>

๏ Refer
a
Friend
>>
๏ Apply
Now
>>

๏ Contact
Us
>>

๏ Related
Content
>>

Site
Speed

You can test your site speed and get suggestions for making
your site as swift as can be using Google's PageSpeed
Insights Tool.

More
SEO
Site
Structure
Opts…

Sources:

hRps://www.prontomarkeLng.com/2015/03/how-‐increasing-‐website-‐security-‐with-‐hRps-‐boosts-‐seo/

hRp://searchengineland.com/google-‐starts-‐giving-‐ranking-‐boost-‐secure-‐hRpsssl-‐sites-‐199446
Security

Solid site security protects both you and your customers. It
builds trust and because of that it improves your ranking
signal with Google.

To help secure your site and further establish trust with your
audience and search engines make the switch from HTTP to
HTTPS - the "S" standing for secure.*

More
SEO
Site
Structure
Opts…

SEO
Site
Structure
Tools
๏ Screaming Frog SEO Spider
๏ Moz's On-Page Grader

๏ Sitemaps.org
๏ schema.org

Low
Hanging
SEO
Fruit
๏ URLs
๏ Page Titles
๏ Meta Descriptions
๏ Headers
๏ Body Copy

4)
Publishing
Compelling
Content

72%
OrganizaLons
with
NO

content
markeLng
strategy

–Rand
Fishkin
“There's
no
prize
in
content
for
hiVng
'publish'.
[…]
The
only
prize

comes
when
you
produce
something
that
[…]
achieves
the
reach

and
marke;ng
goals
that
you
seek.”

Source:
Whiteboard
Friday,
January
9th,
2015

–Robert
Rose,
CMI
“Marke;ng
is
telling
the
world
you're
a

rock
star.
Content
Marke;ng
is
showing

the
world
you
are
one.”

Content
Builds
Value
๏ The planning and implementation builds and strengthens your strategic ability.

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

๏ The consumption builds your authority, strengthens trust signals and provides
value to your customers, both new and returning.

๏ It gives you a reason to connect and your customers a reason to return and
even bring others with them.
Helpful, unique, compelling content builds value for you,

your brand AND your customer…

Have
a
Documented
Plan
That…
๏ Fits
on
one
page

๏ Includes
speciﬁc,
measurable
goals

๏ Include
strategic
objecLves

๏ Includes
a
descripLon
of
who
you
are

๏ …and
who
your
audience
is

๏ Lists
your
primary
topics

๏ Lists
your
CTAs

๏ Outlines
content
responsibiliLes

๏ Links
to
helpful
resources
FREE
RESOURCE
-‐
Edge
One-‐Page
Content
Strategy
Template:
hmp://d.pr/17HTp

Document
Your
Content
Strategy
"…a
documented
content
marke;ng
strategy
helps

increase
eﬀec;veness
in
all
areas
of
content
marke;ng."
77%

B2C
organizaLons

surveyed
that
said
they

use
Content
MarkeLng
27%

B2C
marketers
that
have

documented
Content

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

Editorial
Calendar
It's
best
to
keep
'em
simple

๏ Main
Content
Schedule

๏ Social
Media
Schedule

๏ Ideas
Journal
FREE
RESOURCE
-‐
Edge
Editorial
Calendar
Template:
hmp://d.pr/k1cM

Content
Gap
Analysis
๏ What
content
do
you
already
have?

๏ What
content
are
you
missing?

๏ What
exisLng
resources
can
you
mine
for
content?
๏ PDFs
(quarterly
reports)

๏ Emails
(quesLons
you've
answered)

๏ Interview
Your
Tellers
๏ Sales
Team
Interviews

๏ Member
TesLmonials

๏ Old,
But
Good
Resources

Assemble
Your
Content
Team!
๏ Content
Manager:
Assigns
projects
and
provides
accountability

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

๏ Graphic
Designer:
Create
infographics
and
other
visual
assets

๏ Social
Media
Promoter:
Distributes
and
promotes
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
Lme
to
Lme
The
Edge
Content
Team
looks
like
this…

Content
Marke[ng
Tools
๏ Google Docs: Calendars, Accountability & Collaboration

๏ CMI: Tons of resources & ideas…

๏ CMI's Essential Templates: http://d.pr/16msq

๏ Hemingway Writing App
๏ Canva.com: Create graphics to accompany your content

๏ Edge's 1-Page Content Plan Template: http://d.pr/17HTp

Developing
Partnerships

To
Go
Further

Iden[fy
and
trust
your
own
markeLng
strengths.


Develop
Partnerships
that…
๏ Extend your marketing capabilities

๏ Free you up to focus on your strengths

๏ Align with your organization's core values

๏ Play well with your other vendors and partners

๏ Help you form a more cohesive brand experience

๏ Focus on measurable results

๏ Are transparent about their eﬀorts

RELEVANCE RESONANCE BEST
PRACTICES
BETTER
DATA BETTER
CONTENT
Partnerships
Provide:

Credit
Union
Poten[al
Members

๏ Set measurable goals and assign an economic value to
them…Document them!

๏ Create a truly mobile friendly website

๏ Give it an SEO-friendly site structure

๏ Create content that engages and helps your members

๏ Develop partnerships to go further
The
secret
to
a
successful
SEO
strategy
for
your
credit
union
is…
to
be
one
of
the
few
who
have
an
SEO
strategy.

THANK
YOU!

Why SEO Matters for Financial Institutions: How To Build and Strengthen Your Most Profitable Online Channel

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