Halifax attained a 36% share of visibility and ranked as the most visible website among the major retail bank brands in the UK through ranking at position three for ‘loan calculator’ and ‘mortgages’.
Barclays (24% share of visibility), Nationwide (20%) and Lloyds (18%) also ranked in Greenlight’s top 10 most visible retail banking websites in Natural Search in July.MoneySupermarket was the most visible website, achieving a 68% share of voice through ranking at position one for 229 keywords, including ‘loans’ and ‘credit cards’.
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With 13% of retail banking searches, the term ‘mortgage calculator’ was the most searched for product by keyword breakdown ahead of ‘payday loans’ (8%), ‘loans’ (7%) and ‘credit cards’ (3%).
According to Greenlight, bank- account-related terms (including current accounts, saving accounts and ISAs) accounted for more than 491,000 searches in July 2012.
The keywords ‘isa’ and ‘online banking’ were each queried 40,500 times, accounting for 16% in total of all searches made for the subsector.
Four retail bank brands websites ranked among the 10 most visible for bank account keywords with Barclays (46%) the most visible and ranking third overall, ahead of Halifax (45%), Lloyds (29%), and NatWest (18%).
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By GlobalDataSince Greenlight’s previous report in April, HSBC saw its share of visibility increase by 5% to 17% to move up the league table from position 14 to 12.
Credit and debit card-related terms accounted for more than 247,000 searches in July 2012.
Compared with the report in April, Compare the Market saw its share of visibility increase by 47% to move from 15th to rank 2nd behind moneysupermarket.com
Mortgage-related terms accounted for more than 707,000 searches in July with the search term ‘mortgage calculator’ times, accounting for 43% of all searches.
Halifax attained a 58% share of visibility, just ahead of Barclays’ Woolwich subsidiary brand (up 12 % to 53% compared with April).
Nationwide (with 38%) and Northern Rock (24%) also featured in the top 10.
In July, loans-related terms accounted for more than 918,000 searches, up from 792,000 searches in April.
In the April report, a depressing 17% of such searches related to the term ‘payday loans’; by July that figure had increased to 22%.
Tesco Bank attained a 28% share of visibility through ranking at position four for the high volume search term ‘Loans’.
Since April, Compare the Market saw its share of voice increase by 12% and ascended the league table from position 13 to rank third.
Paid Media
Greenlight also tracked which advertisers appeared most prominently in the Paid Media space.
An advertiser’s share of voice is based on: how often they were present on Google, which ad position they bid for and the associated search volume for the keywords they bid on.
MoneySupermarket was the most visible advertiser, achieving a dominant 85% share of voice through bidding on 113 keywords, at an average ad position of three.
Lloyds TSB attained a 44% share of visibility (bidding on 68 keywords, at an average ad position of six) just ahead of HSBC (43%) and Halifax 42%.
In paid media, credit and debit card-related terms accounted for more than 247,000 searches in July 2012.
Achieving a 72% share of voice, Google UK displayed the most visible individual ad creative, advertising credit card comparisons in the UK.
Mortgage-related terms accounted for more than 707,000 searches in July.
HSBC attained a 90% share of voice through bidding on 26 keywords, at an average ad position of two.
Achieving a 79% share of voice, HSBC displayed the most visible individual ad creative, advertising a low-rate mortgage.
The consultants also monitored Google closely to identify who was advertising in the paid media space, and when they chose to advertise. Greenlight found that most retail banking-related search queries are performed at the beginning of the week, from Monday to Wednesday, with the weekend attracting a lower volume of searches.
