Your credit union’s digital profile is no longer optional, it’s essential; and whether you like it or not, Google has a significant say in its performance… But all is not lost. Implementing these five transformative SEO strategies could help amplify your credit union’s brand, engage current members, and attract new ones.

There’s little downtime at a credit union. From the frontline to the boardroom, the focus is (quite rightly) on living the credit union’s mission: Bringing financial services and solutions to the overlooked and underserved. But times have changed since the first credit union opened its doors. Simply providing personalized, credit-building loan options or financial education programs is no longer enough. No, to deliver measurable, meaningful impact in a digital-first world, credit unions need to be as savvy at marketing their solutions as they are at developing them.

Key among those marketing skills is SEO—the strategic process of enhancing website content to rank higher in search engine results.

Yet, in this digital-first world, leveraging SEO is essential to ensuring that your valuable services reach and resonate with both existing and potential members.

By refining your SEO strategies to incorporate technological advances and shifts in user behavior, your credit union can enhance its visibility and engagement online, making it easier for members to find and utilize your services when they need them most.

In light of Google’s Q1 2024 SEO update and the introduction of the Search Generative Experience (SGE), here are 10 actionable strategies your organization can take to stay competitive online:

1. Place the user at the heart of everything

As difficult and overly cumbersome as a robust SEO strategy may seem, there are upsides to its evolution: An increased focus on the more intentional, nuanced art of semantic keyword research is one of them.

Yes, gone are the days of keyword stuffing—which is as exhausting to write as it is infuriating for users to navigate. Now, organizations need to dive deeper into user intentionality to understand the context and intent behind search queries. Utilizing tools that analyze search behavior to more accurately predict the kinds of questions and phrases your target audience uses, can help streamline the organic user experience.

Similarly, with the rise of voice search and conversational AI, digital content must now cater to more descriptive and conversational queries. This means optimizing your website’s content to answer the questions your members are asking. They speak human, so your website has to, too.

2. Prioritize quality over quantity

Ask any marketer and they’ll tell you the same thing: “Everyone thinks they can do my job.” Understanding and establishing relationships, communicating effectively; these are inherrent human behaviors—tenets that come naturally to so many people—but there’s as much art as there is science in developing powerful, value-adding content.

To perform effectively for SEO, your content must be authoritative. It must be accurate, and comprehensive. It must be written for people, not search engines… And right now, that probably means taking a balanced approach to incorporating AI into your content team. That’s because establishing any organization as a true thought leader requires a commitment to consistently publish well-researched articles, in-depth guides, and informative videos that address the financial concerns and interests of your users.

Quality content will only ever enhance the user experience on your website, and increased time-on-site and decreased bounce rates signal to search engines that your website is valuable to users.

3. Invest in UX

When attentions and resources are spread thin (as is often the case for credit union marketing) it can be easy to overlook a core fundamental: Developing digital content and experiences with the user in mind.

Enhancing your website’s user experience (UX) by focusing on mobile-friendliness, page speed, and intuitive navigation aren’t simply the cost of doing business; it’s an investment in your entire website’s search performance.

And the form is just as important as the function, too. Never forget: Kevin Costner lied to you—you can build it, but they won’t necessarily come. Infusing user intent into your website’s taxonomy is a critical SEO strategy. By categorizing online content to answer informational, navigational, and transactional queries; and by understanding and addressing the specific needs and stages of a user's journey, you can create digital content that satisfies both users and search engines.

4. Be social

This should be second nature for organizations operating in a cooperative movement, but the socialization of digital content goes far beyond mere social media. Yes, of course, social media is important. Today’s users—of any age—are conditioned to react and engage with content online, so creating content that's inherently shareable will improve your off-page SEO. But equally as important is how your site contributes to the broader digital ecosystem.

Quality backlinks are a testament to a site's authority. Engaging in natural link-building through guest blogging, content collaborations, and active community participation can significantly boost your SEO efforts, driving organic traffic and improving search rankings. It helps establish your page as a hub of valuable information—and the Google Gods smile kindly upon that.

5. Stay informed

Sure, it’s no surprise a brand and marketing partner would encourage SEO vigilance but it really is vital. SEO is an evolving science and staying updated with Google’s latest algorithm changes and SEO best practices is crucial for maintaining a competitive edge and will save countless dollars and hours in the long-run. Resources like Search Engine Journal and Google’s Webmaster Blog are essential for keeping abreast of these changes.

As you jump into these SEO optimizations, you may have questions, need an extra hand, or want to ensure your credit union's mission is vividly reflected in your digital footprint. Remember Mission Brands is here to help. Let's make sure your credit union’s brand is showing up where it needs to be.