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This is the latest Car Finance Market Performance Report.
We produce these reports to give industry leaders a better insight into their place in the digital landscape and how they measure up against competitors.
We use the reports to find out who the top performers in the industry are, what they’re doing well and where they could make improvements. After analysis, they’re ranked and scored for their performance across nine key metrics. We look at Brand Reach, SEO visibility, Link Authority and Keyword Opportunities to name a few.
While we only publish results including the top brands in the Car Finance market right now, we source data across the whole industry to produce the report and discover automotive industry trends. So, if you can’t see your company name on the list, get in touch and we’ll send you the data that includes you.
We produce this report so that you can see the car market share as a whole, but also so that we have a wider understanding of the wins and losses in this sector. Once we’ve gathered the data, we also check that the data adds up, which means doing the searches, checking the content and scanning their social accounts ourselves.
Here you’ll find a summary of the best and worst bits, best read alongside the report.
Organic visibility should be at the top of everyone’s list when it comes to SEO strategy. Improving this can have outstanding effects across the site, including conversions, providing your pages fulfil the user intent when they reach them.
Overall, it’s been a very successful year for the car finance sector with most retailers gaining visibility.
Carcraft remains the market leader and had another fantastic year with a 90% increase in visibility. This has put them far into the lead with more than double the visibility of anyone else in the market.
The Car People is next in the list, also storming forward with a 116% visibility increase.
CarFinance 247 is in 3rd place with an impressive 37% increase, followed by Black Horse who has gained 55%.
Making up the top five is Accept Car Finance who has almost doubled their visibility with a 97% visibility increase.
The rest of the top ten has had wins and losses:
As we’ve mentioned, the visibility drops dramatically after Carcraft.
This section refers to the keyword table which can be found in the report. We’ve highlighted the top competition and biggest opportunity keywords.
It seems the retailers in our report are struggling to rank for the high competition keywords.
This is a very competitive landscape with banks, car dealerships and general finance companies taking most of those top spots for the high competition keywords.
As you’re trying to compete against large corporations and varied sites, it’s important to dig deep and find out where you can race to those top spots on keywords with high search volumes but low competition.
How do you even begin to compete with big names like Parkers, Auto Express and MoneySuperMarket who are taking the top spots for our high competition searches? You need to answer the right questions.
Lots of these high competition search terms are centred around phrases which require a full answer such as an article or guide.
A good rule of thumb is to look for any keyword with ‘best’ in it – these searches most often bring up helpful articles, listicles or guides.
The only way to rank for these terms is to create your own guide but better. Also look out for featured snippet opportunities in this sector and identify what’s in them to have your best chance of ranking for them.
Moneybarn has managed to do this for the term ‘car credit for bad credit’ and ‘bad credit need a car’ with their bad credit car finance page. These are two big wins and have likely pulled in a lot of traffic to these pages.
A huge well done to MotoNovo Finance who is ranking in position 1 for the term ‘motor finance’.
Midland Credit is also ranking well for ‘guaranteed car finance’ and ‘bad credit finance’.
Those who specialise in bad credit finance for cars are optimising their pages well and appearing on page 1 for the related search terms.
CarFinance247, Red Potato and CarFinancePlus have made these spots. Their pages are optimised with copy that mentions these terms and related terms which has helped them rank for these terms.
Find out more about the importance of enhanced copy on finance websites.
In a lead generation market, social media is more important than ever. Broadening your audience and building up a rapport with them is key to getting them onside.
The owned social scores are extremely low overall, so this is one area that car finance companies should look at working on in the coming year.
Zuto is topping the social charts with a good number of brand searches and one of the highest owned social scores due to their high number of followers.
However, they don’t appear to have posted on their social media pages since 2018.
CarFinance 247 is next in the list. These guys are more active on social media but haven’t posted on Facebook since February.
Their Facebook feed does contain links to their articles, information about different cars and promotion of their financial support projects.
They are very active on Twitter and talk a lot about their local work in Manchester, details of company wins such as awards and charity events as well as staff updates.
Keeping your customers updated on your business helps them to trust you more. In financial services, this is an extremely important aspect that few financiers manage to achieve.
Using social media effectively is one way to improve trust for your brand, especially if you are a new lender or serve a particular niche (like car finance!).
We really love what The Car People are doing with their social media channels.
Here are some aspects that stood out to us:
One thing we did notice about our featured finance providers is that no one in this industry is using Instagram particularly well. Just because this is a lead generation market doesn’t mean you should neglect your more ‘commercial’ social media channels.
Page speed has come to light as one of the most important factors for SEO over the past year. The time taken to deliver and load content from your server into a user’s browser can mean the difference between a bounce, an exit or a conversion. It’s not only important from a UX perspective; Google favours quick page loads. A fast page load enables search engines to crawl your site faster improving your indexation success.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The top five were:
Read more here on why page speed is important.
To speak to us about your own data or discuss our report in detail, get in touch.