It is not news that consumers do a thorough research online before they make any decisions. Doing research on banks is no exception. Moving to a new house, going through a separation or having to face considerable macroeconomic change following a pandemic – there are plenty of reasons why consumers go online to search for information about banks and mortgages. For that reason, it is hardly surprising that it is important for banks to be visible on search engines.
Not all banks can rank as number one on Google for the same keywords at the same time. However, all of them should strive to target the demand expressed by consumers’ search behaviour by providing relevant content and be on top of their search marketing (SM) efforts.