Most marketers gravitate toward search engine optimization to drive new traffic. But what\u2019s often overlooked is on-site search optimization, a critical component of search and self-service.<\/p>\n
Where SEO is concerned with attracting new visitors, on-site search optimization services and retains an existing traffic base \u2013 your credit union\u2019s members and prospects.<\/p>\n
Today, more people engage with credit unions\u2019 digital channels, demanding intuitive on-site or in-app search, and easy-to-find support information. When a credit union website delivers superior on-site search functionality with actionable support answers, the benefits are invaluable.<\/p>\n
By monitoring members\u2019 search queries, you can provide the most sought-after answers across your digital channels. It\u2019s a continuous process, but one that directly impacts your institution\u2019s member experience, service levels, and operational efficiency.<\/p>\n
What we can learn from the top 25 search terms<\/strong><\/p>\n Searches on banking websites and apps average 1.4 words per search, compared to four on search engine platforms.<\/p>\n Users don\u2019t search for \u201cthe best checking account for me\u201d on a credit union website as they would on Google. Instead, they\u2019re searching for broader terms like \u201conline banking.\u201d<\/p>\n Two main factors drive this search behavior. First, credit union consumers are already on the desired site and, therefore, use more narrow searches.<\/p>\n Second, financial terminology can be confusing and unfamiliar. As a result, members who lack knowledge of specific banking terms default to broader search terms to find what they need.<\/p>\n Five ways understanding top search terms help credit unions grow more efficiently:<\/p>\n –Deliver a better member experience. A strong on-site search engine allows members to self-serve in an easy, fast, and efficient manner.<\/p>\n –Reduce call center volumes. The presence of robust content, FAQs, and support answers means members find information without help from call center agents.<\/p>\n –Increase mobile adoption. As credit unions introduce more self-service banking options, such as online account opening or mobile deposit, members have more questions.\u00a0 New technologies increase the need for self-service support. Having the support answers in place facilitates greater mobile adoption.<\/p>\n –Increase products per member. Actionable support answers drive your members to engage deeper into product offerings.\u00a0 Take, for example, a search query for \u201crouting number.\u201d If the answer points members in the direction of what they can do with a routing number, like set up direct deposit or bill pay, their likelihood to take such action increases.<\/p>\n –Grow without additional headcount. The more members can self-serve via digital channels, the less employees are needed to staff customer service centers.<\/p>\n <\/p>\n Sources:\u00a0CUNA<\/a>\u00a0and\u00a0Silvercloud<\/a><\/p>\n ","protected":false},"excerpt":{"rendered":" Most marketers gravitate toward search engine optimization to drive new traffic. But what\u2019s often overlooked is on-site search optimization, a critical component of search and self-service.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=\/wp\/v2\/posts\/2631"}],"collection":[{"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2631"}],"version-history":[{"count":0,"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=\/wp\/v2\/posts\/2631\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ncultheaffiliate.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}