Driving traffic to online banking sites: top keywords
Online search is a vital source of traffic generating around 14% of traffic to global banking sites, according to digital market intelligence agency SimilarWeb. So what are the most searched keywords in the global online banking industry and who is winning this important traffic?
Below is the data for the last three months and its analysis, courtesy of SimilarWeb and its PR and partnerships manager, Jonathan Marciano.
Excluding online searches for companies themselves, this analysis identifies the ten most popular desktop keywords driving traffic to sites in banking and finance over the last three months. The study also reveals which companies are taking the biggest slice of market share for these major searches.
The top ten searches in global online banking and finance are “investing”, “bank”, “internet banking”, “tax calculator”, “online banking”, “credit score”, “free credit report”, “free credit score”, “finance” and “currency converter”.
In comparison to other industries, paid searches for online banking are among the costliest. The most expensive online search, “credit score”, costs an average of over $20 per click for a paid campaign. It targets an online audience who know that accessing and understanding their credit score may be their next click to qualifying for the best mortgage or loan rates.
For “credit score” the winner of the search battle is creditkarma.com, a credit and financial management platform for US consumers, which took more than 32% of this keyword traffic share. It is closely followed by freecreditscore.com which took 26.1% of the market share for the term.
In finance, the role of online advice is also evident. A popular search for “tax calculator” primarily sends users to the financial advice site moneysavingexpert.com (19.84% of these top searches end up here), a site that also ranks for “free credit score” (1.81%).
The keyword battle for “currency converter” generates a huge amount of monthly global searches (6.8 million) but one site brings home this market share – with XE.com securing three-quarters of all traffic from the term.
Finally, “investing” is a top ten search term, but one brand secures a 97% market share for it: the global financial portal and internet brand, Investing.com, a site with 27 editions and published in 21 languages.
SimilarWeb is a competitive market intelligence firm providing data analytics on desktop websites, mobile web and mobile apps. Its platform provides PPC, SEO, media buyers and affiliates insights into their competitor’s marketing tactics. Click here to read the full keyword analysis across various industries.
