This guide is written to help arm financial services professionals with the knowledge and tools necessary to more effectively harness the power of SEO, drive meaningful engagement, and ultimately, positively impact the bottom line.
How much does SEO for financial services typically cost?
SEO pricing for financial services can vary widely based on a few factors. These include the size of the company, the competitive landscape, the extent of services required, and the agency’s experience and reputation. Typically, smaller financial firms might expect to spend from a few hundred to several thousand pounds per month on SEO services. For mid-sized to larger financial institutions, SEO budgets can range from several thousand to tens of thousands of pounds monthly.
Many SEO agencies offer different pricing models such as monthly retainers, project-based pricing, or pay-for-performance schemes. Monthly retainers are common and can offer a predictable cost structure for ongoing SEO. Project-based pricing is usually for specific one-off tasks like website audits or link-building campaigns. Pay-for-performance models, though less common, align the agency’s payment with the results the agency achieve.
The exact cost will depend on the scope of the SEO campaign. For instance, a comprehensive strategy including keyword research, on-page optimisation, content creation, link building, and technical SEO audits would be more expensive than a campaign focusing solely on local SEO tactics.
While costs can vary significantly, some general ranges help provide a ballpark figure for businesses considering SEO:
| Service Type | Typical Cost Range |
|---|---|
| Initial Audit & Strategy | £1,000 – £7,500 |
| Monthly Retainer | £1,000 – £10,000+ |
| Content Creation | Varies widely based on volume and type |
| Link Building | £500 – £5,000+ per month |
It’s important to note that these figures are indicative and actual costs can vary. Smaller businesses or those in less competitive niches may find themselves at the lower end of these ranges, while large enterprises or those in highly competitive markets could face higher costs.
Maximising Your SEO Investment
To ensure the best return on investment (ROI) from SEO efforts, financial services businesses should:
- Clearly define their SEO goals and target audience.
- Choose a reputable SEO provider with experience in the financial sector.
- Focus on creating high-quality, relevant content that addresses the needs and questions of their target audience.
- Maintain a long-term perspective, as SEO success typically builds over time.
For further reading, the href=”https://moz.com/beginners-guide-to-seo”>Moz Beginner’s Guide to SEO offers a comprehensive overview of SEO principles and practices. Additionally, the href=”https://searchengineland.com/guide/what-is-seo”>Search Engine Land’s Guide to SEO provides insights into strategies and tactics that are particularly relevant in the competitive financial services landscape.
What are the most common issues when implementing SEO for financial services?
Implementing SEO for financial services presents unique challenges, largely due to the industry’s regulatory environment, the competitive nature of the keywords, and the need for customer trust and security. Here are some common issues:
- Regulatory Compliance: Financial services firms must adhere to strict regulatory requirements, which can limit the type of content they publish and the claims they can make.
- Strong Competition: Financial keywords are often highly competitive, with large institutions dominating the search results, making it harder for smaller firms to rank well.
- Technical Complexity: Financial services websites may have complex architectures, making technical SEO more challenging.
- Trust Signals: Establishing trust through SEO is crucial for financial services, requiring a focus on authority-building and reputation management.
- Content Constraints: Creating engaging content that is also compliant and informative is a significant hurdle.
Which SEO agency for financial services is the best for a small business?
Choosing the best SEO agency for a small financial services business involves considering the agency’s experience with the financial sector, previous successes, and their understanding of all the regulatory constraints. Small businesses should look for agencies that have a track record of working with similar-sized firms and that can offer scalable services.
An ideal agency would provide case studies or references from other financial services clients. It is also beneficial if the agency has a comprehensive approach that includes local SEO tactics, which are often crucial for small businesses looking to attract clients in their locality.
For small businesses, budget is often the major concern, so an agency offering flexible pricing models could be worth considering. It’s also important that the agency practices transparent reporting and communication to keep the business informed of any campaign’s progress.
How do you measure the success of financial services SEO?
The success of SEO for financial services can be measured through a variety of metrics that reflect the campaign’s impact on the business’s online visibility, user engagement, and ultimately, conversions and revenue. Key performance indicators (KPIs) include:
- Organic Traffic: An increase in the number site visits from search engines.
- Keyword Rankings: Improvement in search engine rankings for targeted keywords.
- Conversion Rate: The percentage of visitors who take the action you want them to, such as filling out a contact form or downloading a document.
- Return on Investment (ROI): The financial return from the SEO campaign in relation to its cost.
- Bounce Rate: The rate at which visitors leave the site after viewing only one page, with a lower rate generally indicating more engaging content.
Behavioural tools such as Google Analytics and Search Console should be used to gain insights into user behaviour and site performance, which are vital when assessing the effectiveness of the SEO strategy.
Best Practices for Financial Services SEO
Search Engine Optimisation for financial services necessitates a blend of standard SEO practices with a particular focus on trust, authority, and expertise. It is paramount to conduct comprehensive keyword research that targets both industry-specific terms and customer-centric queries. Financial services websites must feature high-quality, informative content that addresses the needs of their audience, providing answers to common financial questions and showcasing their expertise.
On-page optimisation is another critical component, which includes ensuring that meta tags, headers, and URLs are all optimised for relevant keywords. Additionally, the website should have a user-friendly design, with a clear navigation structure and a mobile-responsive design to cater to users on various devices. Technical SEO is also crucial; this includes improving site speed, ensuring secure connections through HTTPS, and fixing crawl errors that could impede search engines from indexing the site effectively.
Building authoritative backlinks from reputable sources is another best practice that can help the credibility and rank of a financial services website. Due to the sensitive nature of financial content, search engines place a heavy emphasis on the quality and relevance of inbound links. Lastly, ensuring compliance with industry regulations and privacy standards is a legal requirement and will also give out an important trust signal for both search engines and users.
How SEO for Financial Services Differs from Other Industries
SEO for financial services differs from other industries primarily due to the highly regulated nature of the industry and the need for expertise, authority, and trust (E-A-T). Financial services content must be accurate and presented by qualified professionals. Moreover, the financial decisions influenced by such content can have significant impact on people’s lives, necessitating a higher level of trustworthiness.
Due to these factors, search engines tend to scrutinise financial websites more rigorously than most, requiring them to demonstrate their expertise and authority through certifications, detailed ‘About Us’ pages, author biographies with credentials, and user-friendly explanations of complex financial topics. The use of schema markup to help search engines understand the content contextually is also more prevalent in financial services SEO.
Choosing an SEO Agency for Financial Services
When selecting an SEO agency for financial services, there are several factors to consider:
- Industry Experience: Look for an agency with a proven track record in financial services SEO. They need to understand the complexities of the industry and its regulatory environment.
- Strategy: The agency should offer a comprehensive strategy that includes technical SEO, content creation, link building, and compliance with financial regulations.
- E-A-T: Ensure the agency places a strong emphasis on expertise, authority, and trust within their SEO practices.
- Transparency: A reputable agency should be transparent about their methods, comprehensive reporting is a must and they need to be clear on how they measure success.
- Client Testimonials: Look for testimonials or case studies that demonstrate the agency’s ability to deliver results for financial services clients.
It’s also advisable to check if the agency stays current with SEO best practices and adapts its strategies to align with search engine algorithm updates.
Where can I find reviews for the top financial services SEO agencies?
Reviews for financial services SEO agencies can be found on several platforms. Industry-specific websites, business directories, and marketing service review platforms such as Clutch.co, Agency Spotter, and G2 are recommended starting points. These sites typically offer detailed reviews and ratings from clients, providing insights into the agency’s performance and client satisfaction.
Professional networking sites like LinkedIn can also be a useful resource for reviews, as many agencies will have profiles with recommendations from clients. Additionally, case studies and testimonials on the agency’s own website can be helpful, though it’s important to consider these in the context of broader feedback from independent sources.
Forums and discussion boards related to SEO and digital marketing may also contain conversations and recommendations for SEO agencies specialising in financial services. Lastly, attending industry conferences and events can provide good places to network with like-minded professionals who may have agency recommendations based on their own experiences.
Integrating SEO with Other Digital Marketing Strategies
SEO should not exist in a silo but rather be integrated with other digital marketing strategies to maximise impact. This includes utilising pay-per-click advertising (PPC) to complement organic search, particularly for competitive keywords where organic ranking is more difficult. Content marketing is another area that works together with SEO, as creating good content can drive traffic and improve search rankings while serving as a valuable source of information for potential clients.
Email marketing can also support SEO by promoting content, driving traffic to the website, and encouraging leads. Social media, though not a direct ranking factor, can help content reach and generate signals that indirectly benefit SEO. Online reputation management is critical for financial services, where trust is crucial, so managing reviews and customer feedback online can support both SEO and overall brand credibility.
Latest Trends in SEO for Financial Services
The latest trends in SEO for financial services include a growing emphasis on local SEO, as consumers often search for financial advice and services near where they live or work. Optimising for local search involves claiming and managing local listings, acquiring local backlinks, and ensuring NAP (name, address, phone number) consistency across the web.
Another trend is the rise of voice search, with more users asking questions through voice-activated devices. This shift necessitates a focus on conversational keywords and questions-based content. Additionally, there is an increasing importance placed on user experience (UX), with search engines favouring sites that provide a fast, intuitive, and accessible experience for users.
Artificial intelligence (AI) and machine learning are also increasingly influencing SEO practices, enabling a more sophisticated analysis of user behaviour and personalisation of content. Lastly, video content is becoming essential in SEO, as it can increase engagement and dwell time on-site, which are positive signals to search engines.
In conclusion, financial services SEO requires a nuanced approach that balances industry-specific considerations with universal SEO best practices. By focusing on E-A-T, regulatory compliance, and integration with broader digital marketing efforts, financial services institutions can improve their online visibility and attract more clients. Staying abreast of the latest trends and choosing the right SEO agency are critical steps in achieving long-term SEO success.
How can I tell if my financial services SEO campaign is working?
To gain an idea of the effectiveness of your financial services SEO campaign, you must closely monitor various indicators that reflect the performance of your website and content. These indicators, or metrics, provide insights into how well your SEO strategies align with user search intent, and how effectively they attract and engage potential clients.
One primary metric to consider is the organic traffic your own website receives, this can be tracked using tools like Google Analytics. An increase in organic traffic suggests that your website is becoming more visible on search engine results pages (SERPs) for relevant queries. Another key indicator is the keyword rankings for targeted search terms specific to financial services. Higher rankings can lead to more visibility and click-through rates (CTR).
Conversion rates are also crucial; they indicate whether visitors are taking the desired actions on your website, such as filling out contact forms or signing up for newsletters. Additionally, monitoring backlinks to your site can provide insights into the authority and trustworthiness that your website is gaining within the industry. Lastly, assessing user engagement metrics, like average session duration and bounce rate, can help in understanding whether your content is resonating with your audience.
| Metric | Description | Why It’s Important |
|---|---|---|
| Organic Traffic | Number of visitors coming from search engines | Indicates the effectiveness of SEO in attracting visitors |
| Keyword Rankings | Position on SERPs for targeted keywords | Reflects visibility and potential for click-throughs |
| Conversion Rates | Percentage of visitors who complete desired actions | Measures success in achieving business objectives |
| Backlinks | Links from other websites to your site | Signifies authority and contributes to SEO performance |
| User Engagement | Metrics like session duration and bounce rate | Indicates content relevance and user interest |
By consistently tracking these metrics and comparing them over time, you can determine if your SEO campaign is moving in the right direction. It is important to note that SEO is a long-term strategy, and it may take several months to see significant improvements in these metrics.
How long does it take to see financial services SEO results?
Achieving noticeable results from SEO efforts in the financial services sector can vary significantly based on factors such as industry competition, your website’s current SEO standing, and the efficacy of your strategy. Typically, you can expect to see discernible improvements in rankings, traffic, and other critical metrics within three to six months. This period allows search engines to crawl, index, and reflect the changes made to your website.
Consistent SEO efforts are imperative throughout this timeframe, as ongoing optimisation and content creation are vital to attaining and maintaining success. Patience is crucial; hasty adjustments to your strategy may hinder progress. For new companies or websites with minimal search presence, the timeline might be extended due to the time required to build domain authority and gain backlinks. Nevertheless, a well-crafted SEO strategy focusing on high-quality content, precise keyword targeting, and robust technical SEO can yield substantial long-term benefits.
What metrics are most important for tracking SEO success in financial services?
Several key metrics are particularly important for tracking the success of an SEO campaign:
- Organic Traffic: The volume of users visiting your site from search engines is a direct indicator of SEO success.
- Keyword Rankings: The position of your website on SERPs for targeted financial keywords reflects your site’s relevance and authority.
- Lead Generation: The number of qualified leads or inquiries received through the website can indicate the commercial effectiveness of your SEO.
- Conversion Rate: The percentage of users who convert into customers or leads is critical for ROI.
- Bounce Rate: The rate at which visitors leave your site after viewing only one page can signal content relevance and user engagement.
- Click-Through Rate (CTR): The ratio of users who click on your listing when it appears in search results is indicative of how compelling your meta descriptions and titles are.
- Backlinks: High-quality links from reputable sites not only boost SEO but also drive referral traffic.
By prioritising these metrics, you can gain a clearer picture of SEO performance and make data-driven decisions to improve online visibility and attract more clients.
How do you perform keyword research for financial services SEO?
Keyword research for financial services SEO should be approached from the point of view of understanding the language and search behaviours of your target audience. The following steps should be followed:
- Identify your target audience and their financial needs, questions, and problems.
- Utilise keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords that reflect the services you offer and the queries your potential clients are likely to use.
- Analyse the search volume and competition for these keywords to prioritise the ones with the best potential for ROI.
- Examine the intent behind the keywords, ensuring they align with your business objectives, such as attracting inquiries or promoting a specific service.
- Incorporate long-tail keywords which are more specific and often less competitive, providing a better chance to rank well economically and attract qualified traffic.
Effective keyword research is an iterative process that should adapt to changes in market trends, regulatory environment, and user behaviour. Continuous monitoring and adjustment of your keyword strategy are crucial for maintaining relevance and competitiveness in the financial services industry.
Can you recommend a financial services SEO strategy for a new company?
For a new financial services company, developing a comprehensive SEO strategy is vital to establish an online presence and attract potential clients. Here’s a strategy tailored for a new entrant in the market:
- Website Foundations: Ensure your website is technically sound, with a mobile-friendly design, fast loading times, and secure connections (HTTPS).
- Quality Content: Create high-quality, informative content that addresses your audience’s financial questions and showcases your expertise.
- Keyword Targeting: Implement thorough keyword research to identify terms that are relevant to your services and have a realistic chance of ranking.
- On-Page Optimisation: Optimise page titles, meta descriptions, headers, and content to include targeted keywords while ensuring readability.
- Local SEO: If you serve a local market, optimise for local search by setting up a Google My Business profile and acquiring local citations.
- Link Building: Acquire high-quality backlinks from authoritative sources within the financial industry and related sectors.
- User Experience: Focus on providing a good user experience with easy to follow navigation and clear calls-to-action.
- Analytics and Monitoring: Set up tracking tools to monitor your SEO progress and adjust your strategy based on the data.
This strategy should be complemented with ongoing analysis and adjustments to respond to market developments and search engine algorithm updates. By adhering to these guidelines and consistently delivering value to users, a new financial services company can build a strong SEO foundation that supports long-term success.
How can SEO for financial services impact my company’s bottom line?
Search Engine Optimisation (SEO) for financial services is a strategic approach to improve a company’s online visibility and rank higher in search engine results pages (SERPs). Implementing effective SEO strategies can significantly impact a company’s bottom line in various ways:
- Increased Visibility and Traffic: By optimising web content with relevant keywords and phrases, financial services firms can increase their visibility amongst potential clients who are actively searching for financial products and services online.
- Higher Quality Leads: SEO attracts users who are looking for specific financial solutions, resulting in more qualified leads. This targeted approach means that the traffic consists of potential customers who are more likely to convert into sales.
- Cost-Effectiveness: Compared to traditional advertising, SEO is generally more cost-effective. It provides sustainable long-term results, and a well-ranked website can continue to attract clients with minimal ongoing investment.
- Competitive Advantage: By ranking above competitors in SERPs, a company can capture a larger market share. Being highly visible as a trusted authority in financial services can also help with a firm’s reputation.
- Measurable Results: SEO efforts are trackable through analytics, which means financial services firms can measure the direct impact of SEO on their bottom line.
Overall, SEO helps to ensure that when potential clients are searching for financial services, they are more likely to find your company first, inevitably leading to increased revenue and profitability.
What is the return on investment (ROI) for financial services SEO?
The return on investment (ROI) for financial services SEO can be substantial, but it is influenced by several factors. ROI can be calculated by comparing the cost of SEO efforts against the increase in profits from the additional business generated through improved search engine rankings.
ROI calculation:
| Parameter | Description |
|---|---|
| Total SEO Investment | Costs associated with SEO strategy implementation, including staff hours, tools, and external services. |
| Gross Profit from SEO | Revenue generated from SEO-driven traffic and conversions minus the cost of goods sold. |
| Net Profit from SEO | Gross Profit minus Total SEO Investment. |
| ROI | (Net Profit from SEO / Total SEO Investment) x 100 |
It is important to note that SEO should be treated as a long-term strategy, as ROI may not be immediately apparent. Consistency over time should lead to a compounding effect, with ROI increasing as the brand becomes more established in the digital space.
How do I select the right keywords for my financial services SEO campaign?
Selecting the right keywords is crucial for a successful SEO campaign. Here are some of the way to select effective keywords:
- Understand Your Audience: Identify the terms and phrases your potential clients are likely to use when searching for your services.
- Analyse Competitors: Examine which keywords are driving traffic to your competitors’ websites and how they rank for those terms.
- Keyword Relevance: Choose keywords that are highly relevant to the services you offer. Broad terms may attract more traffic, but specific, targeted keywords are likely to result in better conversion rates.
- Search Volume and Difficulty: Use SEO tools to assess the search volume and competition level for each keyword. Aim for a mix of high-volume, competitive keywords and niche, less competitive ones.
- Intent Analysis: Understand the searcher’s intent behind keywords to ensure they align with the content on your website and make sure your content addresses those queries.
Utilising tools like Google Keyword Planner, SEMrush, or Ahrefs can provide valuable data to help with your keyword selection. It’s also a good idea to continuously monitor and adjust keywords based on monitoring performance data.
What are the challenges of doing SEO for highly regulated financial services?
SEO for financial services presents unique challenges, largely due to the highly regulated nature of the industry:
- Compliance with Regulations: Financial firms must adhere to strict regulations regarding advertising and communication, which can limit the use of certain terms and require disclaimers.
- Competitive Market: The financial services industry is highly competitive, with numerous firms vying for top SERP positions.
- Content Restrictions: Regulations may restrict the type of content that can be published, making it difficult to create engaging and optimised content.
- Trust and Authority Building: Establishing trust and authority is essential but challenging, given the general public’s scepticism around financial services.
- Technical SEO Complexity: Financial websites are often complex and require sophisticated technical SEO to ensure they are crawlable and indexable by search engines.
How can financial services firms stay competitive with SEO?
To stay competitive with SEO, financial services firms should:
- Focus on User Experience (UX): Ensure the website is user-friendly, with fast loading times, mobile optimisation, and accessible navigation.
- Produce High-Quality Content: Create content that is not only compliant but also informative, engaging, and valuable to the target audience.
- Utilise Local SEO: For firms serving specific regions, local SEO tactics can help attract clients within those areas.
- Leverage Data and Analytics: Use data to understand consumer behaviour, track performance, and make informed decisions about SEO strategy.
- Continual Optimisation: SEO is not a one-time effort. Continuously optimise content, on-page elements, and technical aspects of the website for better performance.
Additionally, staying abreast of search engine algorithm updates and adapting SEO strategies accordingly is crucial. By doing so, financial services firms can maintain and improve their search engine rankings, thus remaining competitive in the digital landscape.
Ensuring Compliance with Financial Regulations in SEO
Compliance with financial regulations is critical while conducting Search Engine Optimisation (SEO) for financial services. To ensure adherence to these regulations, a multi-faceted approach is necessary. Firstly, understand the regulatory environment in which your financial services operate. This includes familiarising yourself with laws such as the Sarbanes-Oxley Act, Dodd-Frank Act, and any regional regulations like the Financial Conduct Authority (FCA) in the UK. Moreover, the General Data Protection Regulation (GDPR) also has implications for how personal data is handled in marketing campaigns.
Secondly, implement a compliance review process for all marketing content. This should involve legal experts who carefully look at and vet SEO practices to ensure compliance with financial regulations. It is essential that all claims are factual, transparent, and can’t be construed as misleading. Thirdly, train your SEO team about the importance of compliance and the potential risks of non-compliance.
Finally, monitor and audit your SEO activities regularly. This will help identify any potentially non-compliant content or practices early on, allowing for swift corrective action.
Improving Local Search Ranking for Financial Services
For financial services businesses looking to improve local search rankings, several tactics can be highly effective. Firstly, claim and optimise your Google My Business listing. This includes ensuring all information is accurate and up-to-date, such as opening hours, services provided, and contact details. Additionally, encourage customer reviews and engage with them by responding professionally to both positive and negative feedback.
Secondly, localise your website content. This means including local keywords, regional references, and creating location-specific pages if you operate in multiple areas. Thirdly, build local presence and relevance by listing your business in reputable local directories and ensuring consistency in your business’s name, address, and phone number (NAP) across the web. Finally, engage with the local community through sponsorships, events, and local partnerships, which can lead to valuable local backlinks and increased local relevance.
An effective local SEO strategy can significantly enhance your visibility in local search results, helping you to attract and retain more local clients.
Content Strategies for SEO in the Financial Services Sector
Content is the key ingredient of successful SEO, and this is particularly true in the financial services sector, where trust and authority are paramount. Developing a content strategy that resonates with your target audience involves several key elements.
Firstly, produce high-quality, informative content that addresses the needs and questions of your audience. This can include blog posts, whitepapers, and educational videos that provide value and demonstrate your expertise. Secondly, focus on creating topical content that remains relevant. Thirdly, use a variety of content formats to engage different segments of your target audience and boost dwell time on your site.
Another aspect is to optimise content for keywords relevant to the financial services industry while avoiding keyword stuffing. Additionally, regularly update content to reflect the latest industry trends, regulations, and data. Lastly, leverage social media and email marketing to distribute content and drive traffic back to your website.
By employing these content strategies, financial services businesses can improve their SEO performance and establish themselves as authoritative sources in their sector.
Impact of Mobile Optimisation on SEO for Financial Services
With the ever-increasing use of smartphones, mobile optimisation has become a critical factor in SEO for all businesses. A mobile-friendly website provides a better user experience, which is a significant ranking factor for search engines like Google. Ensure your website has a responsive mobile-friendly design that adapts to various screen sizes and resolutions. Also, improve load times for mobile users by optimising images and leveraging browser caching.
Focus on mobile UX/UI design to facilitate easy navigation and access to key information. This includes clear call-to-action buttons and simplified forms. Additionally, consider the mobile-first index, as Google predominantly uses the mobile version of the content for indexing and ranking. Therefore, content on the mobile version of your site should be as comprehensive and SEO-optimised as on the desktop version.
By prioritising mobile optimisation, financial services businesses can not only improve their search rankings but also cater to the growing segment of mobile users, enhancing engagement and conversion rates.
Importance of Backlinks in SEO for Financial Services and Acquisition Strategies
Backlinks are an essential aspect of SEO for any industry. They serve as endorsements from other websites, signalling to search engines that your content is valuable and credible. To acquire high-quality backlinks, start by creating outstanding content that others want to reference. This could be original research, insightful commentary on financial trends, or comprehensive guides.
Another strategy is to engage in guest blogging on reputable industry websites. This not only provides backlinks but also exposes your brand to a broader audience. Additionally, build relationships with influencers and industry leaders who can share your content with their followers. Also try to participate in relevant online forums and discussions, by. providing valuable insights and including a link back to related content on your site when appropriate.
Lastly, conduct a backlink audit to identify and disavow any low-quality or spammy backlinks that could harm your SEO efforts. By focusing on acquiring quality backlinks through ethical and strategic means, financial services businesses can significantly improve their SEO performance and online authority.
In conclusion, to succeed in SEO within the financial services sector, balance strict regulatory compliance with innovative SEO strategies. This involves a thorough understanding of financial regulations, a strong local SEO presence, a dynamic content strategy, a mobile-optimised website, and a robust backlink profile. By integrating these elements, financial services businesses can improve their online visibility, attract more clients, and maintain a competitive edge in the digital landscape.
For financial service professionals keen to raise their online presence and significantly drive business growth, following the detailed SEO strategies outlined in this guide is a perfect starting point. To begin revolutionising your firm’s digital marketing and to benefit from the substantial advantages of a well-executed SEO campaign, contact a reputable SEO agency with proven expertise in the financial sector. Take that all-important step and ensure that your firm not only meets but exceeds its online potential.
