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We’ve put together a Business Finance Report on the market performance of 49 lenders for 2018.
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 fuller delve 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.
Overall, it’s been a successful year for the Business Finance sector with only three of the top 10 losing visibility year on year.
Start Up Loans remains the market leaders, making a huge 52% improvement on their visibility.
Xero is hot on their heels with a 51% increase.
One of the biggest winners of this sector is Funding Options who has increased their visibility by 176%, taking them from 7th to 3rd place.
Other winners in the top ten include Investec who has had a huge 266% increase in visibility, Fair Finance who is 330% up and MarketInvoice with a 51% improvement.
However, some did lose out this year.
Aldermore had a 9% visibility drop, Funding Circle lost 24% of theirs and Mortgages for Business had a substantial 42% decrease in 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’.
A lot of the keywords bring up featured snippets which are used by Google to offer a quick answer or solution.
Featured snippets show there are clearly a lot of questions surrounding this topic.
Some of the keywords reflect this such as ‘getting a business loan’ – well done to Funding Circle who has appeared in a featured snippet and in position 2 for this term.
They have optimised their page for the term ‘Get a business loan’ so have evidently done their keyword research here. Thumbs up to them.
Well done to Liberis who, despite just missing out on their place in the top 20 for visibility have managed to rank in position 1 for the long tail opportunity keyword ‘start up business loans with bad credit’.
Their page is packed with useful and enhanced copy which fulfils the user intent. This is a hugely effective way of moving yourself up the rankings in Google.
Treating page copy like a guide or short article instead of traditional SEO copy has been proven to improve page rankings within a few weeks.
We know because we’ve done it with some of our own clients. This is something for all Business Finance companies to bear in mind.
Successful link building is one of the best ways to improve your SEO as your link profile is one of Google’s biggest ranking factors.
Xero is topping the link charts which is unsurprising considering they are an international company.
They do have a blog which is gaining plenty of links and a series of guides which are fantastic resources for link building.
Providing your potential customers with trustworthy, valuable and selfless content makes them more likely to think of you when it comes to purchasing in the future.
Funding Circle is next in the list with the highest average link quality of all the featured brands.
Like Xero, they have a series of guides and articles.
Their standout piece of content is an interactive asset called ‘100 Brilliant Business Minds’ which features illustrations and quotes from famous businesspeople.
Once you’ve swotted up on the quotes, there’s a quiz to test your knowledge.
Each person’s ‘card’ is individually shareable which personalises the sharing experience.
The asset gained links from the likes of Fox News, Medium and Entrepreneur.
Even the driest of subjects can be engaging if you are creative with it. And, not all of your content has to be finance focused – know your customers and their interests.
Like we’ve just mentioned, even dry subjects 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.
Xero is topping the social charts with by far the highest number of brand searches per month and highest owned social score.
Again, this is unsurprising as they are an international company.
Their Facebook feed is packed with info about the company, events they hold and their blog posts, making this a helpful hub for those looking into business finance.
Their Twitter feed follows the same structure and they regularly promote other business blogs, too.
Funding Circle is next in the social chart with the second highest of both metrics.
They regularly shout about their contribution to GDP and how their company has helped other businesses this year.
Their Twitter feed is packed with inspirational posts with the hashtag #MondayMotivation talking about business success stories.
They know their audience very well and their content is catered specifically towards SMEs.
While a lot of the brands are shouting about their work and building other people up, they are not doing a lot to invite people to engage with them.
Including posts such as polls, ‘vote’ reaction posts, competitions or question-based captions encourages people to like, share and comment on your social channels.
The more people share, the more your brand is opened to new audiences.
For any more information about our reports get in touch or download this report below.