SEO
Key Trends & Opportunities In Search
Optimizing your site and webpages for search is complex enough without the additional regulatory concerns and other challenges inherent to the financial industry.
Digital governance, consumer privacy and trust, information accuracy, and the rapid pace of innovation in the sector are among the going concerns for financial brands.
Whether you’re in insurance, banking, wealth management, mortgages, fintech, or another facet of the financial services industry, there are some additional issues to work into your SEO strategy (on top of general SEO best practices).
In this article, we’ll take a look at some of the key trends that leaders in marketing and SEO need to keep an eye on in the months and years ahead.
You’ll also find proven tips throughout to help improve the efficacy of your efforts to rank higher in search, convert more searchers to customers, and protect your brand while enhancing your online visibility in search.
1. Digital Transformation Is Driving Evolving Customer Needs
Even prior to the onset of the pandemic, Adobe’s 2021 Digital Trends: Financial Services & Insurance in Focus report found that 54% of financial services and insurance firms surveyed had reported unusual growth in digital/mobile visitors in the six months prior to that early 2021 survey.
Then COVID-19 changed everything.
Customers’ informational needs and the ways in which appointments, consultations, transactions, and contracts were handled changed almost overnight as much of the world went into lockdown.
Fintech and the promise of decentralized finance via cryptocurrencies had already shaken up antiquated, paper-based legacy systems and the pandemic accelerated the pace of change by years.
Adobe’s survey also found that 61% of retail banks said legacy systems were a top challenge holding their marketing and customer experience organizations back (followed by workflow issues for 44% and a lack of digital skills/capabilities for 42%).
Operational costs for fintech brands may be up to 70% lower than traditional banks, thanks to their lean operating models and structures.
Even so, says KPMG’s Anton Ruddenklau, Global Co-Leader – Fintech:
“Before COVID-19, we were already seeing an increase in the corporate venture arms of the large banks actively buying up promising fintechs and start-ups. As we emerge into the recovery and beyond, we can expect this to accelerate.
The incumbent giants are likely to acknowledge that they need a greater degree of scaled collaboration with fintech players to bring more digitized services and benefits to their customers.”
Fintech is not a clear winner in the search space by virtue of its digitized services and benefits; not by a long shot.
We’ve moved beyond all transactions and inquiries taking place in person or over the phone.
Today, financial services customers expect self-serve options at every stage of their journey, from discovery and comparing their options through consultation, transaction, and service.
Brands that are best able to meet these expectations and customers’ increasing informational needs are best-positioned to succeed in search.
How you convey these offerings in organic and local search is key.
Financial brands not only have to create the best experiences but be able to demonstrate to search engines that they are the best answer to relevant queries, as well.
Tips And Takeaways
Leverage Proper Schema Markup For All Webpages
The most commonly used Schema types in banking are Articles, Image Objects, and FAQ.
Though not specific to banking, they help search engines like Google to better understand your content.
Make Sure You Know Who Your Competitors Are
It may not be who you think.
In addition to direct competitors in your space, you may also be competing against industry publications and media, regulatory bodies and other informational sources, local businesses, YouTube channels, podcasts, and more for share of voice in the SERPs.
Conduct Surveys And Analyze Your Seo Data For Customer Insights
Consumer-centric media and ecommerce experiences have raised the bar as far as what consumers expect of content personalization.
They now expect that the technologies they interact with will programmatically learn their preferences and tailor the experience accordingly.
2. Your Opportunities To Appear In The SERPs Are Growing
As Google strives to better understand searcher intent and provide better answers to increasingly complex queries, we’re seeing more differentiation than ever in search engine results pages (SERPs).
Google’s new Multitask Unified Model, or MUM, technology is already in play.
MUM enables Google to better understand content in different languages, formats, and content types.
Now, we’re seeing new results types being tested, such as this enhanced Autocomplete box that adds an extra dimension to the results, depending on what Google perceives the searcher’s intent to be.
Optimizing for Featured Snippets is a best practice that can present valuable opportunities to expand your presence in search.
Structuring and marking up content in specific ways – as a numbered or bulleted list, or table, for example – can help Google understand when your webpage might be a good candidate for a featured snippet.
Research by BrightEdge (disclosure: my company) shows that the SERPs for financial services queries tend to contain a variety of universal listing elements depending on the type of query.
We’ve seen that higher-funnel, “I-Want-To-Know” queries like [best investment apps] and [how to invest] bring back Quick answers boxes and People Also Ask dropdowns, for example.
Understanding which SERP features are available by keyword and search intent is essential for this strategy.
Incorporating original, high-quality video and imagery in your webpage content gives you more opportunities to appear in rich results, as well.
And in local search results (the Map Pack), we saw the addition of new attributes for various sectors of the financial services industry added throughout the pandemic
Which Google Business Profile attributes are available to your listing depends on its primary category.
Banks, insurance agencies, and mortgage brokers, for example, can use attributes for online appointments, appointment links, ATMs, drive-thru services, and more.
More broadly available attributes enable you to share health and safety information, COVID-19 guidelines and safety measures, accessibility information, and more.
See the Complete Guide to Google Attributes for Local SEO to learn more.
Tips And Takeaways
Explore SERPs For Your Most Valuable Keywords
Look for opportunities to outrank competitors in unique SERPs features or by being the first-mover where opportunities for richer results may exist.
When Creating And Optimizing Content, Focus On Topical Relevance And Context
As opposed to making sure you use the keyword multiple times on a page.
Of the top 1000 banking terms, our research has found that pages that rank #1 use that top keyword just once, on average.
Context is more important than keyword density for banking.
Consider New Content Length Carefully
While we know word count is not a ranking factor, our research has found that the average word count for pages in the top three positions across the top 1000 banking terms is 1,240 words.
While this shouldn’t be considered a hard and fast rule, we do see more comprehensive content achieving higher rankings in this sector.
Be sure to analyze your own SERPs and aim to provide the most comprehensive and highest quality content for each target keyword.
3. Consumer Trust And Information Accuracy Are Increasingly Important In SEO
COVID-19 brought with it a massive transition to online and unfortunately, an associated onslaught of misinformation, cyber-attacks, scams, and fraud.
Bad actors raced to capitalize on increased online searches around and searches for payday loans, grants, jobs, and other help as consumers’ financial concerns grew.
In its pursuit to always provide the best answer for each query, Google has had its hands full algorithmically weeding out results that have the potential to negatively impact searchers.
Finance sites fall into a category Google calls Your Money or Your Life (YMYL), in which websites are held to a higher standard
A concept called E-A-T – Expertise, Authoritativeness, and Trustworthiness – factors heavily into YMYL site rankings as Google aims to surface the highest quality answers in its rankings.
Google recommends that those in the YMYL category self-assess your content, asking, “Would you feel comfortable trusting this content for issues relating to your money or your life?”
Tips And Takeaways
Get To Know Google’s Search Quality Raters Guidelines
Though not a ranking factor themselves, Google encourages content publishers to refer to this resource “for advice on great content.”
Incorporate Regular Content Audits And Updates Into Your SEO Strategy
Ensure that any outdated information is promptly removed from Google Posts, the blog, etc.
This is not only an SEO best practice but a regulatory requirement for many in the financial services sector, as well.
Don’t Ignore Your Presence In Social Media
When we look at who has the top share of voice for the top 1000 banking terms, Facebook is in the top 5 for organic winning many bank names and even non-brand terms.
Ensuring your profiles are complete and using targeted terms can give you another resource to win visibility in search beyond your website’s listings.
4. Finance Becomes Mobile-First
Visiting ATMs to withdraw for cash purchases, meeting up with a financial advisor, and visiting the local branch for lending needs are not yet obsolete but certainly giving way to more self-serve options.
Digital natives – that is, those who prefer to conduct their banking digitally and have no use for branches or offices at all – made up 32% of PwC’s 2021 Digital Banking Consumer Survey.
And often, consumers are conducting these activities on their mobile phones.
Retail banking has become an omnichannel experience for many.
And as McKinsey experts said in their article Transforming the US consumer bank for the next normal.
“To boost digital customer experience, banks need to design their solutions based on a deep understanding of what drives customer perceptions of convenience. For a long time, this meant a branch on every corner.
Today, while physical presence remains important, convenience also correlates with the ease, speed, and simplicity of an omnichannel experience.”
Google understands the importance of this ease of use, simplicity, and speed – so much so that its Page Experience update and Core Web Vitals metrics made meeting these objectives even more impactful in its search ranking algorithms.
Finance consumers are looking for intuitive apps, seamless cross-channel experiences, personalized service and offers, and near real-time decisions.
Transactions such as loan applications or mortgage pre-approvals that used to involve a series of in-person appointments and a great deal of paperwork can now come back in minutes.
It is imperative that the pages these tools live on and other informational content load near-instantly – or consumers will move on to the next result.
Tips And Takeaways
Mobile Security Is Mission-critical
With digital adoption comes enhanced consumer expectations that their privacy and financial data are being protected.
Optimize For Voice Search
With greater reliance on mobile devices and the proliferation of voice-enabled in-home assistants such as Google Home and Alexa, optimizing for these types of queries is key.
Fully 71% of consumers prefer to use voice for search queries as opposed to typing, according to PwC.
Voice-optimized content may differ in a variety of ways including structure, the intent being targeted, content length, format, and markup.
Measure And Optimize For Core Web Vitals
Your rankings will not suffer directly if this is not an area of focus. However, Google gives those who meet its CWV requirements a “boost” in search rankings and in competitive finance spaces, this could really move the needle.
Conclusion
Following Google’s best practices and keeping pace with algorithmic change is essential for SEO in the Financial Services sector.
It is also equally as important to ensure that marketers utilize market insights to stay ahead of category and consumer trends and automate to quickly fix site content for search compliance.
The competition is always high in the finance and banking sectors and with the rise of fintech, SEO can help financial brands stay on top.
More resources:
Featured Image: Billion Photos/Shutterstock
SEO
4 Ways To Try The New Model From Mistral AI
In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.
magnet:?xt=urn:btih:5546272da9065eddeb6fcd7ffddeef5b75be79a7&dn=mixtral-8x7b-32kseqlen&tr=udp%3A%2F%https://t.co/uV4WVdtpwZ%3A6969%2Fannounce&tr=http%3A%2F%https://t.co/g0m9cEUz0T%3A80%2Fannounce
RELEASE a6bbd9affe0c2725c1b7410d66833e24
— Mistral AI (@MistralAI) December 8, 2023
What Is Mixtral-8x7B?
Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.
Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.
A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.
This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.
Mixtral-8x7B Performance Metrics
Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.
It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.
New open weights LLM from @MistralAI
params.json:
– hidden_dim / dim = 14336/4096 => 3.5X MLP expand
– n_heads / n_kv_heads = 32/8 => 4X multiquery
– “moe” => mixture of experts 8X top 2 👀Likely related code: https://t.co/yrqRtYhxKR
Oddly absent: an over-rehearsed… https://t.co/8PvqdHz1bR pic.twitter.com/xMDRj3WAVh
— Andrej Karpathy (@karpathy) December 8, 2023
This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.
What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.
It’s like having an assistant who can understand complex ideas and express them clearly.
One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.
For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.
This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.
The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.
This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.
How To Try Mixtral-8x7B: 4 Demos
You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.
Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.
User feedback for new models like this one will help companies like Mistral AI improve future versions and models.
1. Perplexity Labs Playground
In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.
In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.
Screenshot from Perplexity, December 2023While the answer looks correct, it begins to repeat itself.
Screenshot from Perplexity Labs, December 2023The model did provide an over 600-word answer to the question, “What is SEO?”
Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.
Screenshot from Perplexity Labs, December 20232. Poe
Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.
These bots cover a wide spectrum of capabilities, including text, image, and code generation.
The Mixtral-8x7B-Chat bot is operated by Fireworks AI.
Screenshot from Poe, December 2023It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.
When asked what the best backlinks for SEO are, it provided a valid answer.
Screenshot from Poe, December 2023Compare this to the response offered by Google Bard.
Screenshot from Google Bard, December 20233. Vercel
Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.
Screenshot from Vercel, December 2023It offers an interesting perspective on how each model interprets and responds to user questions.
Screenshot from Vercel, December 2023Like many LLMs, it does occasionally hallucinate.
Screenshot from Vercel, December 20234. Replicate
The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”
Screenshot from Replicate, December 2023In the example above, Mixtral-8x7B describes itself as a game.
Conclusion
Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.
As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.
Featured image: T. Schneider/Shutterstock
SEO
OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X
OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.
This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.
OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing
OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.
Screenshot from X, December 2023The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.
Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.
OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues
This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.
Idk if anyone else has noticed this, but GPT-4 Turbo performance is significantly worse than GPT-4 standard.
I know it’s in preview right now but it’s significantly worse.
— Max Weinbach (@MaxWinebach) November 8, 2023
There has been discussion if GPT-4 has become “lazy” recently. My anecdotal testing suggests it may be true.
I repeated a sequence of old analyses I did with Code Interpreter. GPT-4 still knows what to do, but keeps telling me to do the work. One step is now many & some are odd. pic.twitter.com/OhGAMtd3Zq
— Ethan Mollick (@emollick) November 28, 2023
Complaints also appeared in OpenAI’s community forums.
Screenshot from OpenAI, December 2023The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.
Screenshot from Google Reviews, December 2023A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.
Screenshot from Product Hunt, December 2023GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.
OpenAI is now only 3.8 stars on Google Maps and a dismal 1 star on Yelp!
GPT-4’s degradation has really hurt their rating. Hope the business survives.https://t.co/RF8uJH1WQ5 pic.twitter.com/OghAZLCiVu
— Nate Chan (@nathanwchan) December 9, 2023
The complaint:
Screenshot from Yelp, December 2023In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”
Screenshot from Google Reviews, December 2023The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.
Screenshots from Glassdoor, December 2023This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.
Screenshot from Google, December 2023Google SGE Highlights Positive Google Reviews
In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.
The most positive review mentions about the company appear in Google SGE (Search Generative Experience).
Screenshot from Google SGE, December 2023Conclusion
OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.
Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.
As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.
Featured image: Tada Images/Shutterstock
SEO
ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites
ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.
Some users who signed up for the waitlist have received invites to join ChatGPT Plus.
This has resulted in a few shares of the link that is accessible for everyone. For now.
Found a hack to skip chatGPT plus wait list.
Follow the steps
– login to ChatGPT
– now if you click on upgrade
– Signup for waitlist(may not be necessary)
– now change the URL to https://t.co/4izOdNzarG
– Wallah you are in for payment #ChatGPT4 #hack #GPT4 #GPTPlus pic.twitter.com/J1GizlrOAx— Ashish Mohite is building Notionpack Capture (@_ashishmohite) December 8, 2023
RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays
In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.
Screenshot from ChatGPT, December 2023Unfortunately, they still aren’t accessible without a Plus subscription.
Screenshot from ChatGPT, December 2023You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.
Screenshot from ChatGPT, December 2023OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.
Screenshot from OpenAI, December 2023Why Are ChatGPT Plus Subscriptions Paused?
According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.
we are pausing new ChatGPT Plus sign-ups for a bit 🙁
the surge in usage post devday has exceeded our capacity and we want to make sure everyone has a great experience.
you can still sign-up to be notified within the app when subs reopen.
— Sam Altman (@sama) November 15, 2023
The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.
Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.
chatgpt plus accounts selling ebay for a premium 🫡🇺🇸 https://t.co/VdN8tuexKM pic.twitter.com/W522NGHsRV
— surya (@sdand) November 15, 2023
When Will ChatGPT Plus Subscriptions Resume?
So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”
Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.
What Are GPTs?
GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.
Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.
Two SEO GPTs I’ve created for assessment + learning 👀👇
1. Content Helpfulness and Quality SEO Analyzer: Assess a page content helpfulness, relevance, and quality for your targeted query based on Google’s guidelines vs your competitors and get tips: https://t.co/LsoP2UhF4N pic.twitter.com/O77MHiqwOq
— Aleyda Solis 🕊️ (@aleyda) November 12, 2023
2. The https://t.co/IFmKxxVDpW SEO Teacher: A friendly SEO expert teacher who will help you to learn SEO using reliable https://t.co/sCZ03C7fzq resources: https://t.co/UrMPUYwblH
I hope they’re helpful 🙌🤩
PS: Love how GPT opens up to SO much opportunity 🤯 pic.twitter.com/yqKozcZTDc
— Aleyda Solis 🕊️ (@aleyda) November 12, 2023
There are also GPTs for analyzing Google Search Console data.
oh wow. I think this GPT works.
Export data from GSC comparing keyword rankings before and after an update and upload it to ChatGPT and it will spit out this scatter plot for you.
It’s an easy way to see if most of your keyword declined or improved.
This site was impacted by… pic.twitter.com/wFGSnonqoZ
— Marie Haynes (@Marie_Haynes) November 9, 2023
And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.
Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.
Weighing The Benefits Of The Pause
Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).
But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.
Screenshot from ChatGPT, November 2023Featured image: Robert Way/Shutterstock
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