Why local SEO for credit unions is a wise investment

Credit unions are owned and controlled by their members, who are typically connected by some common bond. Working for the same organization or in the same industry, being students or staff of a university, belonging to an ethnic or religious community, or even living in the same ZIP code can bring people together in a credit union. Unlike traditional banks that aim to maximize profits for shareholders, credit unions as nonprofit financial entities transform surplus earnings into higher savings rates, lower loan rates and more favorable fees for their members. Another factor that sets credit unions apart from big banks is their involvement with the local community. Many credit unions offer support to groups who may need a leg-up with financial literacy: young people, the elderly, or women in traditionally patriarchal ethnic communities. They provide free financial education and online resources to help members and non-members alike make the most of their personal finances.

Local SEO ensures that credit unions have visibility in their area. Optimizing for local searches is crucial for attracting potential members who are looking for banking services near them. Paired with localized marketing campaigns, local SEO can help credit unions emphasize their unique advantages–such as their members-first mentality, community involvement, or personalized services–and ultimately outrank local competitors, such as banks and other credit unions. 

International Credit Union (ICU) Day has been celebrated since 1948 with fundraisers, contests, picnics, and other community events. (source: World Council of Credit Unions)

Understanding local SEO for credit unions 

Like other businesses operating on a local level, credit unions need to be visible to people in their vicinity. Hence, their search engine optimization (SEO) efforts should focus on improving rankings in local search results and on Google Maps. Before we discuss how to move your credit union’s local online presence (i.e. website and  Google Business Profile) higher on the local search engine results page (SERP), let’s look at what factors affect these search rankings. 

Google has disclosed the three main factors it uses to calculate the order of results for a local search: relevance, distance, and prominence. The more closely your credit union’s description matches specific keywords, in other words, the more relevant it is, the higher it will rank. In local search, distance also factors into the order of results. If your credit union branch is close to the user doing the search, your site and Google Business Profile (GBP) will show up closer to the top. 

The prominence of your credit union, as perceived by Google, is influenced by a number of factors: the optimization of your GBP profile; the quality of your content and website; the number of relevant local backlinks; and the quantity and overall sentiment of your online reviews. The good news is that all these elements can be tracked and improved using local SEO tools for credit unions. 

Challenges and best practices of local SEO for credit unions

When it comes to boosting local search rankings, credit unions face a unique set of challenges due to specific aspects of this form of financial service. Let’s take a look at some of the issues you might also be struggling with, and how you can resolve them using Semrush Local SEO tools. 

Multiple branch locations

If your credit union is present in several states or across the entire country, that adds up to a vast network of branches, each requiring its own local SEO activity. But, as long as your credit union’s geographical scope extends beyond the limits of one neighborhood, you’ve got more than one location to manage in terms of local SEO. This means having to go through the process of setting up and optimizing business listings for each branch in all the relevant online directories. 

On top of this, keeping essential NAP (name, address, and phone number) details of individual locations accurate and consistent across all platforms requires an ongoing effort. Omitted updates can leave potential members baffled, while inconsistencies or duplicates can confound search engines.   

Local competition

Even if your credit union caters to a small, well-defined demographic, you may find your niche crowded with competitors. Whether you serve a specific religious or ethnic community, or employees of an organization, or the staff and alumni of an educational institution, your potential members may be tempted to choose other financial institutions near them. That’s why it’s important to rank higher on Google Maps as well as in organic search.

Florida has a particularly high concentration of credit unions, a popular investment option among retirees. 

After identifying keywords relevant to your GBP, you’ll want to know how your credit union is performing when a user searches for a given keyword in your geographic location. Assessing a location’s performance without the help of the right local rank tracker tools can be extremely time consuming, and very much prone to inaccuracies. 

Reviews and reputation management

Choosing whom to entrust with your money is a significant, where social proof plays a crucial role. Therefore, the opinions of existing credit union members are an important reference for people considering this form of investment. 

Online reviews can be a valuable asset of your digital marketing strategy. Five-star reviews pave the way for higher local search rankings and more leads, but even negative ones won’t put a dent in your reputation if you respond to them promptly and constructively. However, managing reviews for multiple credit union branches across a wide range of online directories without the necessary tools can be tricky, and very time consuming. 

More best practices of local SEO for credit unions

Local Keywords

People most likely to be drawn to credit unions are looking for convenient, accessible financial services in their vicinity. So it helps to emphasize that your nearest branch is just around the corner. Pepper your website (and local pages per branch if you have many) and GBP profile content with local keywords, like the name of your city or district, or expressions related to your community services and events. You should also be sure to include local keywords in different listing directories. Remember to include local keywords in meta-descriptions and titles as well. 

Blog content built on locally relevant keywords by Tropical Financial, a credit union based in Florida 

Localized Content

Credit unions are generally recognized for their involvement in the local community. If your credit union offers services like financial education workshops, or participates in neighborhood fundraisers or other events, be sure to create and regularly update content around these activities on your blog and social media channels. 

Local Backlinks

You also need to emphasize your credit union’s local significance to search engines. This can be done by building backlinks from established local websites. If you have partnerships with other community nonprofits in the area, if your branch is featured by the local media, or listed in business directories, make sure they include links on their websites that point to yours. These backlinks signal to Google that your credit union is a trustworthy local organization, which improves your rankings on the search engine results page (SERP). 

Mobile Optimization

These days, most people search for local businesses on their phones. When it comes to finances in particular, a sluggish, desktop-bound website undermines trust in an instant. So, effective SEO strategies for credit unions must include mobile optimization. Make sure your credit union’s website is mobile-friendly, with responsive design, smooth navigation, and quick loading times.