Regional Banks – Discoverability Rankings 2023

We all see the annual rankings of employee headcount and assets under management, but what about online visibility and brand preference? For this competitive analysis we’re looking at regional and national banks with a substantial Midwest presence.

Who led organic traffic in Q1 & Q2?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2023 – June 2023

Leading the pack is KeyBank which has an estimated 399,000 branded searches per month for its name alone. And if you’re one of the 5,300 people each month looking for a “retirement withdrawal calculator,” then you’ve likely spotted their Top 3 ranking.

A screengrab of Google search results; Top 3 results when searching “retirement withdrawal calculator.”

Now, if we go back further to look at the trendline since 2019, we can see three brands competing for the top spot. KeyBank continues to hold the lead but both Commerce and BMO Harris have threatened it. 

How has organic traffic trended in previous years?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2019 – August 2023

Worth further analysis:

  1. What caused the dips and spikes in early 2023?
  2. Will the three leaders secure their position in 2024?
  3. Will Fidelity capitalize on their recent uptick?

About this competitive set:

A regional bank based in Cleveland, Ohio, offering a range of financial services, including retail and commercial banking, investment services, and lending solutions. Founded in 1825, KeyBank operates numerous branches and ATMs across the United States.

Commerce Bank
Headquartered in Kansas City, Missouri, Commerce Bank offers a wide variety of financial products, including personal, business, and wealth management services. With its roots tracing back to 1865, the bank has since expanded its presence with multiple branches across the Midwest.

BMO Harris Bank
A part of the BMO Financial Group, BMO Harris Bank is a leading bank in the Midwest, headquartered in Chicago, Illinois. Founded in the 1800s, the bank provides a broad spectrum of personal, business, and commercial banking services.

MidFirst Bank
Based in Oklahoma City, Oklahoma, MidFirst Bank is one of the largest privately-owned banks in the United States. It offers a range of financial services, including commercial, personal banking, and mortgage lending.

Fidelity Bank
Fidelity offers a variety of financial solutions, ranging from personal and business banking to wealth management and mortgages.

UMB Bank
UMB Bank, headquartered in Kansas City, Missouri, is a subsidiary of UMB Financial Corporation. Founded in 1913, it provides a wide range of banking, asset management, and health spending solutions to its customers.

Bank OZK
Formerly known as Bank of the Ozarks, Bank OZK is a regional bank based in Little Rock, Arkansas. Established in 1903, the bank offers a comprehensive range of financial services, with a strong focus on real estate lending.

BOK Financial
BOK Financial Corporation, based in Tulsa, Oklahoma, offers a diverse range of financial services, including commercial banking, investments, and wealth management. Founded in 1910, the corporation operates in several states through its subsidiary banks.

Feeling stuck with current marketing efforts? 
Check out Native’s work in the finance sector.

Midwest Regional Banks & Credit Unions – Discoverability Rankings 2023

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