The Top Finance Search Trends in the U.K. for 2022
Discover the key players and search trends across financial service verticals in the UK from the latest search data in the financial sector.
Financial services remain a bedrock of the U.K.’s economy. In 2021 the sector , comprising nearly 7% of total economic output—even more so in London. Like most industries, it is rapidly changing in response to both new technologies and global events.
Now it’s time to shift our focus to the U.K. We researched a set of 12,947 words and phrases across 4 categories: retail banking, financial technology (fintech), loans & mortgages, and investments. We begin with a general overview of the industry, and then perform a market share analysis of each subcategory.
Retail banking trends
Digital transformation is key for retail banking. The COVID-19 pandemic accelerated consumer adoption of digital banking services, since most brick-and-mortar branches closed for a time to comply with public health measures. Many branches —banking executives realised they could invest in improving digital services instead. With digitisation comes increased concern about cybersecurity and privacy, especially in an era of .
Crypto wallets like Coinbase dominate the crypto category, while startups like GoCardless compete with more established players like Square for payment technology market share. Firms such as IBM, Deloitte and PwC are seen as experts in blockchain technology.
Loans & mortgages
Lending is also changing with the times. The U.K. is booming—2021 was a for mortgage lending, but demand has cooled a bit in 2022, possibly because of rising prices. This has led to fluctuation in demand for mortgages.
As with overall market share, calculators are crucial across the board. For the personal loans category, several banks appear for the first time in this analysis—Tesco and Santander—that are both winning with quality calculator content.
Two clear emerging categories appear in the data: payday loans, and car loans. While determining causality is complicated, it’s likely that COVID has impacted both of these areas. The pandemic had a , depleting incomes and increasing costs. It is likely that payday lending has stepped in to fill the need for instant cash in hand.
The stocks subcategory is dominated by publishers, while ETF topics return brokerages like Vanguard and Fidelity. For forex terms, industry-specific players like Forex.com and ForexFactory.com rank well. However, Google returns a proprietary result type at the top of the SERP for most forex searches:
This likely lowers the clickthrough rate for ranking sites, since many consumers will get the information they need without leaving the SERP. This is not necessarily cause for despair, however. It may be that, while fewer people are clicking through to industry sites like ForexFactory.com, these are high-value, high-expertise customers that are even more likely to convert and return to your site. It is important to consider persona when targeting topics in the financial services sector.
We can also trace stocks that had significant years this way. For instance, “BBIG stock” is up nearly 7,000% since last year. Vinco Ventures (NASDAQ: BBIG) is a long-running meme stock, and it has had an on several fronts. This has generated interest that is reflected in search data.
Find out who is owning the market
This is just a sample of our report. Download the full report to access the valuable insights on the latest trends in the UK finance industry going into 2022.
- Discover the top performing domains overall and by subcategory.
- Learn about the types of content that perform well in order to inform your own content marketing strategy.
- Correlate the latest developments in the financial services sector with trends in organic search data.