This is a quick look at how top financial sites in Malaysia engineer their SEO for “credit card”. Specifically, “cash back credit card” (because we got to limit our scope somehow).
First thing first, keyword research
Other than “cash back credit card”, what else do we need to spam on the page? Here comes the old trusty Google Keyword Planner.
Here, “Average monthly searches” is not the most important thing. There’s little use of scoring a keyword with a million impressions if it doesn’t convert to sales.
(Unless the page is meant to inform, which is another topic altogether.)
Instead, pay attention to keywords that have high “Competition” and “Top of page bid”. If people are willing to spend big money on them, they are most likely to convert.
So from the results above, here are the keywords that we get:
- “cash back credit cards”
- “best cashback credit cards”
- “best cash back credit cards”
- “best cash back credit cards 2019”
Let’s enter “best cashback credit cards” into Google and look at the findings:
RinggitPlus got the Featured Snippet
The featured snippet is built to give users an instant answer for their searches, particularly if the search comes in the form of a question.
Getting a spot on Google’s featured snippet is harder than getting a free seat on AirAsia’s sale. But there are some best practices, such as answering the question with brevity and structuring the data well.
By structure, we mean that it needs to be presented in away that’s easy for readers to scan and read. It can come in the form of a single paragraph or a list, among many others
In the case RinggitPlus, what’s featured isn’t in the metadata or the first paragraph on the page. But Google looks for well-structured data that answers the question, which is the credit cards list.
Keywords that convert well
Here are the page titles for respective sites on the first SERP:
- RinggitPlus: Best Cashback Credit Cards in Malaysia 2020 – Compare and Apply Online
- CompareHero.my: Best Cashback Credit Cards in Malaysia 2020 | Compare and Apply Online
- iMoney.my: Cashback Credit Cards Malaysia – Get Cashback on All Your Purchases…
- Loanstreet: Compare Cashback Cards in Malaysia
Other than ‘best’, keywords that are common are ‘apply’ and ‘compare’. These are the money keywords, as people who type them are most likely already have the intention to purchase.
Another popular keyword is ‘2020’. Although Loanstreet doesn’t have it in their Page Title, they do so in their H1 and metadata.
iMoney’s choice of title is a bit befuddling. The trailing “Get Cashback on All Your Purchases” doesn’t provide additional information to human, and is already too long for Google.
Long-form content matters
With the exception of iMoney, all the other sites have some form of content on their page regarding cashback credit card. These content come in the form of questions and answers, as they should be.
CompareHero.my has 942 words while Loanstreet has 776.
But RinggitPlus has a whopping word count of 3589. Holy jalapeno. And it is very well-written too, with images, tables and errthang.
Long-form content isn’t just an opportunity to rank in SEO, but also to genuinely educate users. Be a conscientious capitalist today.
Now this is subjective, but here are my favourite UX
Let’s do them one by one, starting with…
So… is it worth it?
No, cashback credit cards don’t give you that much. The percentage and cap limit is too low unless you’re a Tupperware salesman that rolls RM100K worth of inventory every month. Truth hurts, I know.
You’re better off with an air miles card like BigPay. Or, if you’re a Grab superfan like me, wait for the GrabPay debit card to be available in Malaysia.
That’s all. Thanks for coming to my stand-up show.