UMB Bank wanted a more efficient way to manage their online branch details, increase brand exposure and foot traffic to their branches, private wealth management offices and ATM machines as well as a way to improve their online to offline customer experience.
The Approach & Execution
90%of users won’t call their local branch
According to Google Business Profile Insights, more than 90% of users won’t call or contact their local branch, relying solely on the information they see online, so it’s critical this is accurate and updated at all times.
In partnership with a local listing management provider, we sanitized and loaded UMB listing information into the local listing management platform and then worked with them to create a search locator and optimized local listing page for each location.
The local listing management platform has direct API integrations with all the major platforms like Google Business Profiles (formerly known as Google My Business), Bing Maps, Apple Maps and many others. This guarantees UMB’s data is pushed to these and more than 100 other platforms, ensuring their information is presented clearly and consistently. This is beneficial for ongoing updates as well as when branches are closed due to unforeseen circumstances, like inclement weather.
We also implemented Products in Google Business Profiles, which allows prospects to quickly see UMB’s most popular products within the search results and click directly to those pages on UMB’s website. This enhancement reinforces their branding and brings valuable credibility to their presence in the highly competitive financial services vertical.
149%increase in page
We updated more than 130 incorrect citations, by editing profile and location information and removing duplicate listings. This improved UMB’s citation accuracy scores to 100% (common accuracy scores for many enterprise businesses is typically 70% – 80%).
Since June 2019, UMB has seen page one rankings on Google increase 149%, even while Google has been making significant changes to their algorithm that powers Maps and local search results. According to SEMrush, if UMB were to purchase the same amount of organic traffic through Google Ads, it would cost an estimated $43,000 per month.
UMB’s online presence is now significantly improved, providing customers with a greatly enhanced experience with accurate and up-to-date information at all times.