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Forthe second time Polish banks were examined and assessed with regardto SEM activities (both SEO and PPC). Which bank efficientlypositioned its websites, which advertised using sponsored links andwhich had the best results? What has changed since thewas announced? You can find the answers in the latest bluerank report- Banksfrom SEM point of view.
Bothrankings were based on the same research methodology. The followingcriteria were taken into account: positionin organic search, quality and quantity of links to the website,search engines optimisation of websites and visibility of banks inPay Per Click ads (PPC known also as sponsored links).
THE WINNERS
Inthe IV Q of 2008 thewinner of our ranking(concerning optimisation and positioning as well as advertising insearch engines), wasPKO BPwhich maintained the position of the leader gained in the rankingdone for the year 2007. PKOBP managed to increase the score by 1 point amountingto 52, however his result does not give the bank a secure supremacyover BZ WBK which is currently on the second position and was grantedonly 2 points less.
And the order this year is as follows:
- BZ WBK
BZWBK has actually outdistanced the competitionimproving by 9 points this year. The bank'sjump is an effect of its sponsored links campaign which earned 14points in this category and assured 2ndplace in the PPC category. This is a noticeable improvement as in theexamined period in 2007 there were no there were no records ofsponsored links of BZ WBK and the bank did not get any points in thiscategory.
Thelargest rise was recorded by mBank,which jumped from the 7thposition in 2007 to the 3rdin 2008. This increase is due to mBank's launching of PPC actions(there weren't any recorded in the previous year), multiplication ofthe links leading to its website as well as its optimisation (SEOactivities).
THELOSERS
Themost serious downgrade was recorded by MultiBank,which ended up on the tenth place loosing 5 positions since the lastyear report! Themain reason of this loss is the less frequentappearance of MultiBank in TOP 10 of organic search results. Theywere generated by general search connected with banking branch andfinance services: credit, banks, investment funds, loans, mortgageloan, investments, cash machines, home mortgage loan, credit card,pay card (the examination in 2007 was done for the same key words).
PROBLEMS WITH SEO
Infact, almost all the banks (except Millenium) were affected by theposition drop in the natural search results.This is probablybecause of aggressive positioning of loan agents? websites. Thesewebsites implement affiliate programs (banks? programs as well asprograms of online services such as Bankier.pl and Money.pl). Theaffiliate programs use JavaScript redirection, which is not readablefor Google bots, instead of direct links and consequently they do notsupport organic positioning of banks? websites. Because of this,the position of agents? websites will probably be getting strongerin the organic search results. To improve their situation, banksshould consider a rebuilt of the websites to make the affiliate siteslink organically to them (traffic and conversions could be countedusing or other statistic systems).
RISING POPULARITY OF PPC
Drivenout of the organic search results, banks decide to invest insponsored links campaigns.In the last year banks have increased their visibility in PPC searchresults by 11 percentage points. The growing interest in searchengines advertising is also visible in the rising PPC campaignscompetition in the finance sector. In 2007, 80 searches gave 733advertisements, while a year later (IV Q 2008), the same number ofsearches generated 829 advertisements, which means a 13% rise.
Inthe last quarter of 2008 the most visible in PPC ads were PKO BP andBZ WBK. Millenium has not invested in sponsored links campaigns atall, what might have been caused by the bank's high position inorganic search.
To find more information about the results of the research andits methodology please refer to the the full version of our Bluepaper-
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