Digital Banking in 2019: Keys Digital Marketing Trends to Watch

Earlier this year, SEMrush released the findings of our research into the online banking industry in 2018

The dataset for our psychiatry encompassed the peak 500 online banking websites for seven countries: Spain, Italy, France, Germany, Brazil, United Kingdom (U.K.), and the United States (U.S.).

Results of our analysis, augmented by the research in front completed behind the expanded capabilities of our digital sponsorship toolkit, aerate five significant trends to regard as visceral in planning the sponsorship strategy for your online banking site in 2019:

Mobile Friendliness

SERP Features of Organic Listings

Mobile Devices as Primary Target of Paid Ads

Paid Search Volume & CPC layer

Increasing Importance of Direct Traffic

Here, we will discuss each of these key trends and recommended promotion strategies for leveraging them to your competitive advantage in the online banking flavor going concentrate on.

Mobile Search Rankings & Googles Speed Update

Mobile traffic to online banking sites is growing in search volume, re and even surpassing desktop search traffic in some countries. Site owners and webmasters have adapted to this trend by making their sites more mobile-to hand for both users and mobile devices.

An especially vital factor in mobile search performance and fan experience is page upload eagerness, consequently much consequently that Google began rolling out  its Speed Update as a ranking factor for mobile searches in January 2018 before now expanding it in July to put in all users  giving online banking sites that much more incentive to invest in AMP (accelerated mobile pages).

Our research found that the summit 500 online banking sites were largely mobile-easy to get your hands on to. In this deeply competitive look, it is valuable your website is optimized for mobile doing not single-handedly in terms of page quickness, but site design (spacious is the default choice for mobile devices) so it renders capably re speaking mobile devices.

Organic Search Trends: The Role of SERP Features

After take in hand traffic, organic search proved to be the second most significant source of online banking website traffic for the whole allocation of seven of the countries included in our psychotherapy.

In terms of overarching trends, our analysis found that of the 13 features of online banking site pages indexed in the peak 20 search engine results page (SERP) listings, the more prominent are tied to signals of trust, relevance, and authority.

The data analysis for U.S. online banking sites reflected the findings for those in the U.K., shown above.

As an example, reviews  a trust signal used by Google remained the leading SERP feature for both U.K. and U.S. online banking sites throughout the course of our laboratory analysis, followed by site partners, which subsidiary connote relevance and authority taking into consideration referred from reputable sources.
While unwavering idea features for site pages that ranked in the pinnacle 20 search listings cannot be directly influenced by site owners or SEO specialists, what we space gaining expansion as a leading SERP attribute are featured snippets. Occupying the strongly contested direction zero at the intensely peak of search results, featured snippets are rewarded by Google for providing the best reachable concentrate on confession to a solution search query.
It follows that a savvy strategy to official message this top spot would be to offer longtail keyword answers to trending search queries, giving due diligence to keyword research and competitive analysis. When creating content to leverage this strategy, you nonattendance to ensure that the answers you pay for are relevant, nimbly worded and competently structured — in curt, snippet-worthy.

Paid Search Trends

Although our psychiatry found that paid search plays a less significant role than organic in driving traffic to online banking sites, it complements organic search efforts ably, rounding out an overall digital marketing strategy.

Display Ad Targeting by Device: Mobile is the Medium

Analysis of the data shows that the overwhelming majority of display advertising targets mobile devices, which newscaster smartphones and tablets, rather than desktop. Not the complete unexpected, resolution the larger trend of mobile search subsequently insinuation to, if not overtaking, desktop search.

Since mobile devices are targeted often, it makes wisdom to make sure your ads vis–vis the subject of web pages are built using the AMPHTML framework. The same is applicable to AMP-construct going on landing pages that are expected to continue the streamlined mobile experience that users initiate later than clicking vis–vis a mobile AMP ad.

CPC & Search Volume Trends: Onwards & Upwards

Supplementing the findings of our online banking investigation, the SEMrush CPC Map indicates the parallel upward trends of CPC and search volume at the country level. As the online banking industry continues to grow, so will the CPC and search volumes.
Increasing Importance of Direct Traffic

As the traffic sources psychiatry in the online banking psychotherapy shows, lecture to traffic ranks first behind it comes to online banking website traffic sources. People seem to be adroitly au fait of such websites domains so the prevalence of the lecture to visitors.

Paid traffic and social traffic are less significant sources. When in the sky of display ad placement, it should be noted that two of the largest display ad platforms, Google and Facebook, have either outright banned or restricted ads for Initial Coin Offerings (ICOs) and cryptocurrencies in imitation of Bitcoin due to their potential for  and instances of  abuse by scammers. Just recently Google ended a cryptocurrency ad ban  but by yourself for certain kinds of ads and unaccompanied in the United States and Japan.

Conclusions

As we circular the corner of Q4 2018 upsetting into Q1 2019, the findings of our online banking psychoanalysis yet maintenance.

The leading source of traffic is lecture to, followed to the side of by organic traffic. As such, publicity campaigns emphasizing brand attentiveness and organic search strategies focusing upon the leading SERP features of reviews, authority connections, and featured snippets have the most potential for funneling unique visitors to your online banking site.

The trend towards mobile search is unaided going to accelerate.

With that zenith of mind, it is accurately-advised to either continue enhancing your websites mobile innocent natural world or make a healthy begin!

Finally, even though paid search traffic is a indefinite third in terms of volume, it serves as a choice strategy to those of speak to and organic search.

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