A review of the payday loans algorithm in 2019

An overview of the algorithm for payday loans in 2019 – Search Engine Watch

The payday loan sector remains a lucrative and popular sector in the UK.

With Google's SERP & # 39; s overwhelmed by Black Hat SEO and hacked sites, the search engine giant responded with a unique payday loan algorithm, which they have continued to develop and refine since 2013, as discussed in last year's payday loan algorithm review.

Never before had Google so openly devoted an entire algorithm to a particular product, and at the time it was considered groundbreaking.

Since my last piece, however, the industry has faced even more challenges and changes and this has had a major impact on the companies in the rankings and the type of search terms we see.

In particular, the increase in compensation claims has brought the victim of four of the UK's largest lenders, and this has opened up the market for other lenders and brokers to capture up to a million extra leads that were previously unreachable. It is therefore still very popular for many companies and newcomers to come to page one for & # 39; flash credits & # 39 ;.

Payday loans algorithm - Search in Google

How to rank for payday loans in 2019

Content

The use of new content is important, as is the case for most industries and services. For payday loans in particular, the use of quality landing pages (rather than a home page) is more effective in ranking for important terms. Over the top 20 search positions, only three use their home page to rank, and 17 use dedicated landing pages that use either / payday loans /, / payday loans-uk / or / payday loans-alternative /.

Although mentioning the use of alternatives was very popular last year, this is now only mentioned in two meta titles over the top 20 positions.

No comparison tables

Just like last year, there are still no comparison tables in the top search results, with the closest on page three (all lenders) and not even the dominant Money.co.uk that is somewhere on the top four pages. Compared to other products such as credit cards and car insurance, comparison tables are used in most lists on page one.

The lack of comparison tables is surprising, given the encouragement of the regulator for consumers to use more comparison sites in this space and for each lender, according to the law, to include at least one price comparison website (PCW) on their home page.

Direct money lenders still prevail

Without comparison websites, the sites classified as & # 39; direct lenders remain & # 39; the strongest ranking websites, so many lenders use this terminology in their metadata, internal links and content.

Google has clearly preferred those sites with a clear user intent and the ability to find and request the product in the same place without having to leave. Direct donors have used multiple call-to-actions on their landing pages & # 39; s and this has proved fruitful.

Links, links and more links

The algorithm for payday loans is still strongly influenced by the use of links and link manipulation. Many sites that are in the top five and top 10 for payday loans continue to use PBN networks and buy links with a combination of brand agreement and exact agreement with multiple landing pages. Finished with a regular monthly rejection file, this seems to work well and consistently for different lenders who stay on page one for more than two years.

Elsewhere, some new entrants have entered the market by taking older domains with strong backlinks and not necessarily domains related to loans or finance. People like Omacl, New Horizons and CUJ have made huge progress over the last 12 months, being virtually unknown and leveraging strong links in education, science and technology – suggesting that Google also rewards links from different industries.

Elsewhere, for many direct donors, they have benefited from buying and selling leads from lead generation brokers such as Quint and have subsequently obtained links in privacy policies and terms and conditions (although no link is required) from numerous sites. This has given various lenders a huge boost in rankings and a much stronger trust score than other types of links.

Is the market shifting to poor credit conditions?

The stricter requirements of the FCA do not surprisingly result in fewer loans being financed and harsher circumstances for people with bad credit. This has increased the number of search volumes for bad credit terms, including bad credit loans (145,000 monthly searches) and other variations such as & # 39; payday loans for bad credit & # 39; (40,500 monthly searches) and & # 39; payday loans no credit check & # 39; (27,100 monthly searches) – some sites are even specifically optimized to target these terms, such as bad credit and bad credit.

Confidence signals and user involvement

Although trust signals such as about us pages, FAQs and contact pages will always be useful in SEO, Google can give weight to other functions such as calculators, forms and basic information.

Referring to Wonga.com, the former market leader, they have dominated the top three payday loan positions for more than five years, but since they went into administration in November and removed the calculator and basic loan information, it is now not only the first 10 pages & # 39; s from Google.

Manual changes by Google

Although it is only an urban myth, many SEO professionals will point out that Google is making manual changes and is opting to upgrade and downgrade various sites in the payday loan algorithm.

After an algorithm change in March and June, we have seen a number of selected sites achieving huge improvements and some falling massively. This can be simply the cyclical nature of algorithms and Google updates, or real attempts by Google to improve the quality of search results for potential customers of payday loans.

Closing points for ranking list for payday loans in 2019

  • Landing page & # 39; s more successful than web page & # 39; s
  • Comparison tables less successful than direct lenders
  • Links are extremely important. PBNs are successful and strong links of other industries, although they may not be related to loans and financing.
  • Poor credit conditions show an increase in search volumes
  • Confidence signals such as calculators and loan information are vital

Search results are cyclical and subject to algorithm updates.

Daniel Tannenbaum is the CEO of Guarantee Loan Comparison.

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