The Situation
Saginaw-based Catholic Federal Credit Union (CFCU) recently
worked with CU Solutions Group to redesign their website (www.cathfcu.com).
Happy with the results, the credit union soon decided to focus on search engine
optimization (SEO) to help positively impact its website traffic.
Catholic Federal Credit Union’s Vice President of Marketing
Bethany Dutcher explains, “I had the opportunity to attend the MCUL Marketing
and Lending Conference in February 2011 and go to a session on SEO from CU
Solutions Group. I learned there were so many details to the “backbone” of our
site that needed attention.”
The credit union had several goals for undergoing an SEO
audit by CU Solutions Group in May 2011. The main goals were to increase website visitors and
the time those visitors spent on the site. Another goal was to have CFCU be a high
ranking destination for surfers looking for loans or other financial products.
The Solution
Diane Knudson, CU Solutions Group’s director of marketing consulting and SEO
specialist worked with CFCU on its SEO audit. The audit included a complete
analysis of the credit union’s website and recommendations on how to improve
the content to boost its SEO.
Thanks to CU Solutions Group’s recommendations, Catholic Federal Credit
Union soon discovered that SEO isn’t only about the quantity of traffic, but
the quality of traffic as well. Some of the content changes it made, many of
which were to the backend of the website, focused on keywords, metadata, link
structure and numerous other proactive updates. Other content improvements
included:
- Adding calls to action on many of its Web pages
- Replacing graphic page titles with text and keywords
- Turning PDF links into Web pages with unique content and high ranking keywords
- Creating a monthly website content calendar to keep content fresh
The Results
The most impressive indication that the SEO audit was a
success is that they moved up to the first position when Internet users used
Google to search for the term “loans credit union Saginaw.” Previously, CFCU
had ranked several pages further into the search results.
Overall, CFCU saw a 62.7 percent increase in visitors to the
website between June and September. And those visitors seemed to be interacting
more with the website during their visit, with analytics showing they viewed
more pages and spent more time on the website. Both are positive indicators
that the quality of website viewers is improving.
Pages on the CFCU website that saw the greatest improvement
were the Auto Loan page which increased visitors by 108.79 percent and the Join
and Direct Deposit pages which increased by an impressive 305.48 percent. To
keep these numbers on the rise, CFCU works with CU Solutions Group and Diane on a monthly
basis to monitor SEO.
“We are very happy with the results of the SEO project,”
states Bethany. “I would definitely recommend SEO audits to other credit
unions. It was wonderful to have Diane’s expertise on the technical end of the
site.”
Related Products: SEO Services, SEO Audits, Website Analytics, Custom Website Content
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