HSBC visibility soars with paid ad increases
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HSBC has increased its mortgage online advertising by 35% since April to make it the second most visible mortgage website in terms of paid advertising.
The latest retail banking report from search engine marketing firm Greenlight shows HSBC has moved from 10th position to second.
Moneysupermarket.com topped the paid-for searches table and the most visible site in terms of natural searches in July, with a 68% share.
John Charcol is, in eighth place, the highest-ranking mortgage broker in terms of natural searches, with London & Country in 13th place and The Mortgage Broker in 19th .
Mortgage-related terms were the most searched for with regards to retail banking, totalling 1.5 million in July. This was a notable increase on April, with 1.2 million searches.
Although Halifax and Woolwich did not rank first in natural searches for any of the keywords analysed, both sites made considerable gains on Moneysupermarket.com, achieving 48% visibility, an increase of 14% and 22%, respectively.
Drew Wotherspoon, John Charcol’s director of marketing at John Charcol, says the key to search engine optimisation is to have popular sites linked to yours and to use lots of mortgage-related keywords.
He says: “If you get links to your site from popular sites, such as the BBC, it can significantly raise your search position. Some 50-60% of our daily enquiries are generated from search engines such as Google.”
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