The Google Battle for Lending & SMB Finance Keywords Revisited

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When it comes to Google’s organic search for major keywords, companies like Nerdwallet and Fundera still dominate. A few players, however, have gained or lost significant ground since last year.

The Small Business Administration relinquished its place on the first page for words like “business loan” and “business line of credit” while PayPal and Credit Karma have begun to make major appearances as their activity in these markets increases.

Take a look:


Keywords Fundera Fundera PayPal PayPal Credit Karma Credit Karma Kabbage Kabbage OnDeck OnDeck
Date 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18
business loan 1 1 2 3 4 5
merchant cash advance 3 2 2 4
working capital 8 9
commercial loan 3 1 5
small business loans 2 1 3 5 4
business line of credit 2 2 5 3 3
fast business loan 4 5 1 4
business loan with bad credit 7 5


Keywords Lending Club Lending Club Nerdwallet Nerdwallet National Funding National Funding Traditional Banks Traditional Banks SBA.gov SBA.gov
Date 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18 9/14/17 8/29/18
business loan 9 6 3 7,8 5 4,7 6
merchant cash advance 4 1 8 9
working capital 4
commercial loan 2,7 3,8,9,10
small business loans 9 3 7,8 5 7 1 2
business line of credit 11 1,4 1 6,7,8,9,10 4,6,7,9,10 5
fast business loan 2 3 5,6 8
business loan with bad credit 1,4 1 2 2 3

As mentioned in previous posts, this is not a scientific analysis. Keywords are measured using a wiped browser on my own computer.

The value of a Page-1 ranking too, is not as valuable as it once was, due to the heavy placement of paid ads above the search results. Ads, however, are not a factor for the keyword “merchant cash advance” since Google banned all advertising for that search term last Fall. Originally it was theorized that the ban was accidental, but ten months later it is still in place.

No such ban exists on Bing.

Read my previous analyses on the industry’s search war over the years:

September 2017 The Google Battle for Lending and SMB Finance Keywords

December 2015 Google Serves Low Blow to Merchant Cash Advance Seekers

March 2015 Google Culls Online Lenders – Pay or Else?

October 2014 Merchant Cash Advance SEO War Still Raging

August 2014 Six Signs Alternative Lending is Rigged: Do Lending Club and OnDeck have a helping hand?

October 2013 Google Penguin 2.1 takes swing at the MCA industry

August 2013 Your merchant cash advance press release may be hurting you

December 2012 Is Google your only web strategy?

July 2012 The other 93% [of leads]

April 2012 The SEO war continues

February 2012 The SEO War for Merchant Cash Advance: The first story on this topic

Last modified: August 29, 2018
Sean Murray


Category: Business Lending, merchant cash advance


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