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Heat map of results to the task "find information about corporate bank accounts"
We conducted an eye-tracking study and asked participants: "Imagine you are starting a business and you want to get a corporate bank account. Use Google to find information about corporate bank accounts".
KEY FINDINGS AND TACTICS TO IMPROVE YOUR SEARCH STRATEGY
Many searches for financial services, as with this one, are unbranded with no local intent. In this case, the SERP only displays sponsored ads and organic results, so SEO and PPC are going to be the most effective online marketing strategies.
Have a strong SEO strategy to appear within the top organic listings:
People are scanning less horizontally and more vertically and will scan further down the page if they don't find the information they are looking for within the first listings. People clicked on listings containing keywords relevant to their intent, even though they were further down the page. Front-load content in page titles based on the intent of the searcher.
Do you also operate from physical locations? Read tips for a location-based finance/insurance digital strategy.