Report: US Lenders Struggle to Obtain Organic Traffic and Strong Keyword Ranking

Within our recent white paper about the SEO ranking of lenders sites, the results showed that most lenders in the US are struggling to get enough organic traffic and keyword ranking to compete with home listing and lender platforms like Zillow. 

Read on to learn more about the importance of organic traffic and keyword ranking, and to see how lenders are doing in terms of traffic volume and keyword search. 

What is Organic Traffic + Keywords ?


Organic traffic refers to the number of visitors that go to your website as a result of unpaid search results. Visitors who are considered organic find your website after using a search engine, they are not referred by any other website. 

Keywords Ranking refers to your web page's position within search results for a specific keyword or a keyword combination.  One webpage can rank for several keywords. 

Why is Organic Traffic and Keywords Ranking Important? 

To put it simply, organic traffic is important because it's free exposure for your website. The more organic traffic a website has, the less reliant a company has to be on paid Ads.

Similarly, the number of keywords your website ranks for is important because the more keywords you rank for, the wider your reach is, and in turn, the more traffic you can bring to your website from major search engines. 

How Much Organic Traffic Do Lenders Get?

Lenders Search Engine Traffic: Organic: US: Chart

57% of US-based lenders are receiving less than 5K organic visitors per month. Where as 29% of lenders have good monthly traffic volume from 5k to 50 k visits. Only 0.8% of lenders get 11 million organic monthly visitors, the same as Zillow. 

How Many Keywords Do Lenders Rank For?

Lenders Keyword Ranking: Chart : US

41% of US lenders rank for less than 500 keywords on Google. Only 3% of lenders rank for more than 10K keywords on Google. Where as 35% of US lenders are average performers, ranking for 1000 to 5000 keywords on Google. 


The majority of lenders in the US have less than 5k organic visits per month. Therefore, they have to spend on Google Ads, Facebook, and other social platforms to drive traffic to their site. If lenders wanted to compete with Zillow, they would have to spend at least $25 million in paid search campaigns. With regards to keyword ranking, it's not enough to simply rank for keywords you  need to rank well in terms of pages on Google.

Get the Full Report:

To learn more about how top lenders in the US are losing the search engine ranking game, be sure to download NestReady’s complete report. It analyzes several metrics to determine the ranking and search engine performance of 5750 lenders' sites in the US, including Domain Rating, Ahrefs score, referring domains, backlinks, keywords, and more. Click here to get your copy of the report.

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