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REPORT PRODUCT FOCUS Borrowing Savings & Investments Banking

An exclusive snapshot of the online Search landscape

JAN 2016

Report Overview Executive Summary This report profiles search behaviour for the online Retail Banking sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Retail Banking-related terms. In our analysis we established that:

In January, 4.6 million searches were made by consumers searching for Retail Banking-related terms on Google UK.

Queries for borrowing keywords accounted for 67% of all searches made for the sector.

The search term 'mortgage calculator' was queried 673,000 times, accounting for 15% of all searches made for the sector.

moneysavingexpert.com was the most visible website in the Natural Search listings, achieving a 69% share of voice.

moneysupermarket.com was the most visible advertiser in the Paid Media space, achieving a 69% share of voice.

moneysupermarket.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Retail Banking Sector Report

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January 2016

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The most visible websites and advertisers on Google UK

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January Overview In January 2016, 4.6 million searches were made for Retail Banking-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Retail Banking market in the past 12 months. Number of searches by subsector At a glance In January, 4.6 million searches were made for retail banking keywords.

Searches for borrowing keywords were most popular, accounting for 67% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Retail Banking: Overall 4.6 million searches In January 2016, 4.6 million searches were made by consumers searching for Retail Banking-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,021 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘mortgage calculator’ was queried 673,000 times, accounting for 15% of all searches made for Retail Banking-related keywords. moneysavingexpert.com was the most visible website, achieving a 69% share of voice through ranking for 1,452 keywords, including the search terms ‘mortgage calculator’ and ‘mortgage The 20 most visible websites:

calculator uk’. moneysupermarket.com attained a 66% share of voice through ranking for 1,475 keywords, including the search terms ‘loans’ and ‘credit cards’.


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Retail Banking: Banking 432,190 searches In January 2016, 432,190 searches were made by consumers searching for banking-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 406 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘online banking’ was queried 90,500 times, accounting for 21% of all searches made for Banking-related keywords.

barclays.co.uk was the most visible website, achieving a 59% share of voice through ranking for 211 keywords, including the search terms ‘online banking’ and ‘bank account’. The 20 most visible websites: lloydsbank.com attained a 53% share of voice through ranking for 195 keywords, including the search terms ‘internet banking’ and ‘joint current account’.


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Natural Search Retail Banking: Borrowing 3.1 million searches In January 2016, 3.1 million searches were made by consumers searching for borrowing-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,363 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘mortgage calculator’ was queried 673,000 times, accounting for 22% of all searches made for Borrowing-related keywords.

moneysavingexpert.com was the most visible website, achieving a 68% share of voice through ranking for 714 keywords, including the search terms ‘mortgage calculator’ and ‘mortgage calculator uk’.

The 20 most visible websites:

moneysupermarket.com attained a 66% share of voice through ranking for 746 keywords, including the search terms ‘loans’ and ‘credit cards’.


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Retail Banking: Savings & Investments 1 million searches In January 2016, 1 million searches were made by consumers searching for savings & investments-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,252 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘best isa rates’ was queried 60,500 times, accounting for 6% of all searches made for Savings & Investments-related keywords.

moneysavingexpert.com was the most visible website, achieving an 85% share of voice through ranking for 556 keywords, including the search terms ‘best isa rates’ and ‘best i s a rates’. The 20 most visible websites: moneysupermarket.com attained a 78% share of voice through ranking for 551 keywords, including the search terms ‘isa rates’ and ‘fixed rate bonds’.


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Paid Media Retail Banking: Overall 4.6 million searches In January 2016, 4.6 million searches were made for Retail Banking-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,021 keywords analysed. The 30 most visible advertisers: At a glance: In January, moneysupermarket.com was the most visible advertiser, achieving a 69% share of voice through bidding on 1,277 keywords, at an average ad position of 5.

hsbc.co.uk achieved a 46% share of voice through bidding on 491 keywords, at an average ad position of 4.


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Retail Banking: Banking 432,190 searches In January 2016, 432,190 searches were made for banking-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 406 keywords analysed. The 20 most visible advertisers: At a glance: In January, which4u.co.uk was the most visible advertiser, achieving a 57% share of voice through bidding on 142 keywords, at an average ad position of 6. wf.com achieved a 53% share of voice through bidding on 85 keywords, at an average ad position of 3.

thinkmoney.co.uk displayed the most visible individual ad creative, achieving a 31% share of voice.

The 5 most visible ad creatives:


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Paid Media Retail Banking: Borrowing 3.1 million searches In January 2016, 3.1 million searches were made for borrowing-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,363 keywords analysed. The 20 most visible advertisers: At a glance: In January, moneysupermarket.com was the most visible advertiser, achieving a 74% share of voice through bidding on 682 keywords, at an average ad position of 5. hsbc.co.uk achieved a 68% share of voice through bidding on 485 keywords, at an average ad position of 4. google.co.uk displayed the most visible individual ad creative, achieving a 37% share of voice.



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Retail Banking: Savings & Investments 1 million searches In January 2016, 1 million searches were made for savings & investments-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,252 keywords analysed. The 20 most visible advertisers: At a glance: In January, moneysupermarket.com was the most visible advertiser, achieving a 64% share of voice through bidding on 398 keywords, at an average ad position of 4. advice4consumers.net achieved a 64% share of voice through bidding on 435 keywords, at an average ad position of 6. which-investment.info displayed the most visible individual ad creative, achieving a 37% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

moneysupermarket.com

3 websites achieved strong

moneysupermarket.com

achieved strong Integrated

visibility in the Natural Search

achieved strong visibility in the

Search Visibility.

listings.

Paid Media Space.


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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance moneysupermarket.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.

halifax.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 3,021 Retail Banking-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Retail Banking sector in January 2016.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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