To compete for awareness with much larger financial institutions in its market, a financial institution in the southeastern United States needed a comprehensive local online search strategy.
The financial institution hoped to improve website engagement with account holders by offering relevant and targeted content through individual location pages, an efficient locator tool and business listing management optimized for viewing on a mobile device.
A financial institution’s local online presence was suffering. Local search for non-branded terms yielded little information directing users to branches, mortgage lending officers or ATMs. The problem was a static locator tool that did not direct users to individual location pages or assist search rankings.
To meet these challenges and implement a holistic local search strategy, the financial institution needed a solution to help cleanse, claim and distribute business information across the local ecosystem. It also required a compliance-friendly content management system that would enable seamless publishing across multiple location pages.
Harland Clarke Digital recommended SiteAxys™ to cleanse and distribute the financial institution’s data to more than 300 aggregators — from search engines to GPS systems — and help increase visibility with searches including local qualifiers like a ZIP code or “near me” searches.
Additionally, SiteAxys enabled the financial institution to update its website with a more efficient and user-friendly locator and contextually relevant and compliant location pages optimized for search. These updates, combined with a new responsive design, created a user-friendly experience for mobile device users.
The financial institution is now able to track performance at the local, regional and corporate level through the SiteAxys custom dashboard. The dashboard is based on specific key performance indicators that provide a view of the financial institution’s web and mobile performance and business listing accuracy.
The financial institution experienced improvement in the following areas:
This financial institution recognized the necessity of a well-rounded localized search strategy to cost-effectively drive engagement with highly qualified web visitors. As web users continue to seek out information at a more local level, this institution is well-positioned to increase its visibility and relevancy with its account holders