10 minutes Reading time
20 pages Length
We’ve put together a Business Finance Report on the market performance of 58 lenders for 2019.
The report gives a thorough insight into the Business Finance market, allowing industry professionals to see where their company sits within the digital landscape and where their site’s wins and losses lie.
We look at each site’s performance across nine separate performance metrics, giving qualitative scores for areas individually. This enables comparisons between performance areas – where are you doing well and where could you improve? – and gives a deeper dive into the market overall. Metrics such as SEO Visibility, Link Authority and Brand Reach are shown year on year.
Want to know more about your own performance but can’t see your company in our lineup? Don’t worry, we source data from the entire industry to do these reports. Speak to us and we’ll send you the data that highlights your results, too.
Our report looks at the sector on the whole, pulling out data for you to read through at your leisure. However, we also do a full market analysis, using our data sets to search, check social and link profiles of the best performers manually to see why they’ve come out on top.
Below is a sample of our findings. Reading it alongside the report will give you a full view of the sector.
Improving your visibility should be a top priority year on year, especially when it comes to competitive finance landscapes like this one.
It’s a tale of two halves this year for the business finance market, with half the top ten providers gaining visibility and the other half losing out.
After a huge visibility increase last year, Start Up Loans remains the market leader with a further 8% increase.
Funding Options has lost 14% of their visibility this year but have still managed to take 2nd place.
Next up is Knowyourmoney who has lost a massive 55% visibility.
Making up the top five is Funding Circle who has lost 11% and Aldermore who is down 45% year on year.
The rest of the top ten has had a much more successful year in terms of visibility:
Our report features a list of highly competitive keywords and also a list of the keywords that offer the best opportunities.
We first must mention Business Finance companies are competing with money advice sites and Government websites, especially when it comes to keywords containing ‘funding’ and ‘grants’.
Well done to Virgin StartUp who is ranking on page 1 for the highest competition keyword ‘start up loans’ after the Government sites.
They are also ranking on page 1 for the similar term ‘new business loans’, but not for ‘small business start up loans’ which could highlight content gaps on the site.
There are clearly a lot of questions surrounding these terms as many of the searches show featured snippets.
Well done to Funding Circle who has bagged the featured snippet for ‘small business loans’.
One of the best ways to land featured snippets is by having rich page content which answers relevant questions.
Check Google’s ‘people also ask’ box for related questions which you can explore on your page.
Read more about the importance of enhanced copy on finance websites.
One thing that businesses want to make sure of when they look for any sort of funding is that they are lending from a trustworthy source
One way to make your listing stand out from the rest is by including review SCHEMA markup which adds a star rating based on your reviews.
Funding Options has implemented this markup meaning their listings for keywords like ‘unsecured business loans’ and ‘commerical finance’ stand out from the rest of the page due to the bright orange stars under the URL.
Download our complete guide to rich and featured snippets to find out more.
Even dry subjects like business finance can win an audience if you create interesting enough content. Social platforms are the perfect place to engage new audiences and show your personality as a brand.
However, owned social scores are extremely low across the board.
Funding Circle is top of the social charts with the highest number of brand searches per month and the highest owned social score.
Their social media campaigns promote the causes they support such as the Just a Card initiative which encourages people to buy from and support small businesses.
They also post topical content including support for awareness days. During Mental Health Awareness Week they posted articles from mentalhealth.org and other sites which discuss ways to improve mental health. This shows their commitment to social awareness which can be a particularly touchy subject when it comes to finance companies.
Start Up Loans is next on the list with the second highest owned social score.
They post regular testimonials and mini case studies on social cards across Twitter and Facebook which is a fantastic idea for any finance company, but especially when it comes to business finance.
They also post links to their useful articles and articles in which they appear.
However, their Instagram feels slightly off-brand in comparison. This is much more focused on health and wellbeing, but the images appear somewhat random and aren’t captioned in detail.
If they were to align their Instagram page with the same values and ideas as the other two big platforms, they may start to see an increase of followers which are likely to convert to leads.
Out of all three platforms though, we would say Instagram is the least important platform for a business finance company.
You may think that social isn’t important, but it’s the perfect place to let potential new clients learn about your brand values, hear about the great work you do and where you can gain their trust.
Page Speed has emerged as an important factor for improving SEO across your site. The reason behind this is simple – faster pages lead to less chance of someone clicking off the page (bouncing) or closing the page altogether (exiting). Faster pages are also faster when it comes to crawling, and Google favours easily indexable sites.
Using Google PageSpeed Insights, we’ve ranked the Business Finance sites to see which ones have the fastest page speeds. Here are the top five:
Read about the importance of page speed.
Get in touch if you want to speak to us about any of our data in more detail. Don’t forget to download the report if you already haven’t.