Competition. The financial sector is one of the most mature in Russia, the market is represent by large players with fantastic budgets. Trying to keep up with each other, leading banks, insurance companies, brokers offer very similar products, each in their own sphere. It is difficult to stand out in conditions of such overheating
Evaluation of results. It is difficult to
Evaluate the effectiveness of advertising in the financial sector using the traditional CPA indicator, because by leaving a phone number library request on the site, the user does not yet become a client. He can choose a competitor, or the bank itself will refuse him, for example, if we are talking about a loan. In addition, financial products have different payback periods. The LTV/CAC method works best, allowing you to evaluate the profit that each specific product will bring to the company.
What ranking factors should be taken into account for promotion in the financial sector?
Confirmation of expertise, authority, reliability. Websites of financial organizations fall under the YMYL (Your Money or Your Life)
Fig. 1. Information on all aspects of the company’s work is disclos.
Site scale. Search engines believe only included platforms with high-quality that a large site with many pages will be able to provide users with more quality information, which is why so many aggregators are present in the TOP for the topic “Finance”. If the company does not have a wide range of services, it is possible to create highly specializ pages for each search intent.
list of services on the bank’s website
Fig. 2. Separate pages have been creat for narrow intents.
8-800 and all possible means of communication. Banks from the TOP-20 search engines offer customers the opportunity to contact ar numbers the toll-free number 8-800. For search engines, this is a signal that the company is large, has representative offices in different regions, and therefore can be trust. In addition, it is important to provide other means of communication – chat on the site, messengers, application.
Video. This format of information delivery has ceas to be non-standard, now it is a must-have for the financial sector. Videos about products and services, videos about the company, welcome videos are appreciat by both people and robots.
