SEL: Hitwise on Banks and Search

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Search marketing in the new media era.

February 23, 2006

Hitwise on Banks and Search

The main keywords drinving traffic to the banks are the names of the banks themselves. Of the top 10 phrases that drove traffic to banks, only one term, the 10th, was NOT the name of a bank (it was mortgage calculator).

What does this mean to search marketers?

In areas where searches are highly branded people have already made their crucial decisions before they come to the search engines.

Identify the key strategic direction of your campaign. Pushing small business loans? Optimize for [bank of america small business loans]

If you're a banking upstart selling small business loans optimize for the same thing [bank of america small business loans] and put up a comparison page that shows your loans next to theirs.

full disclosure: I asked MSI's Tansy OBryant for ideas.

Here's the source:
As more and more Americans sign up for online banking, visits to bank websites increase, as do the products and services offered by the banks to their customers. Hitwise data shows the top bank websites visited by U.S internet users and the top search terms driving traffic to the Banks and Financial Institutions category.
Hitwise: Bank and Financial Data

Garrett French - MarketSmart Interactive | permalink | +marktd |

...the search industry queries new media