Google Search Engine Optimization Case Study

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1. Search Engine Optimization (SEO)
The goal of SEO is to be there when people are looking for you. Think for a moment about the products you sell– such as loans, checking/savings accounts and mortgages. Before customers make a purchase, they are spending their time researching options and learning more about the product. Think about what you would do if you were interested in refinancing a mortgage. Chances are, you would begin by searching: ‘home refinancing rates’. In SEO, your goal is to be there to answer these questions for customers online so that they trust you and view you as the financial leader with whom they want to do business.
As a financial institution, your goal should be to be on the first page of Google search results when …show more content…

That means that the language you use in your content should match the vocabulary employed by your consumer base. It also means that your content should be thorough and provide meaning for a person clicking on the page.
SEO also involves optimizing pages, such as using keywords in the Meta description, the page title and the URL. Try and build quality backlinks to your page by promoting your content through social media. Google looks at criteria such as the amount of time people spend on the website, the number of readers, how easy it is for users– and the Google spiders– to understand the site and how well it lines up with user queries when determining …show more content…

For example, a person reading an article about being a first-time homebuyer is likely interested in making a purchase. Invite them at the end of the content to speak with a specific representative at your institution for more information.
3.Digital Advertising
About 1/2 of all the ad dollars spent in the US are spent on Google. This is because it works. If you are not utilizing this valuable resource, you are missing out on potential customers. When you create an advertisement with traditional advertising, you are forced to rely on the ‘spray and pray’ philosophy– hoping that it gets in front of the right people. When you advertise online, it is easier to target specific demographics and to personalize the message they see. You can collect data from your campaigns and use this information to optimize your advertisements and therefore get more for your money.
4. Email

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