A step-by-step framework you can implement this week

This checklist is built for credit union marketing directors, web managers, and teams managing their own website SEO without a dedicated agency. It assumes you own your website platform (WordPress, Drupal, custom CMS) and have access to Google Search Console and Analytics. If your credit union is just starting SEO or doesn't know where to begin, this framework provides the exact order to execute tasks so you see results without wasted effort.

It's also useful as an audit tool—if you're evaluating whether an SEO agency is covering the right ground, this checklist shows what full coverage looks like.

What you'll need: Access to your website CMS, Google Search Console, Google Business Profile, Google Analytics 4, and basic understanding of your target member (checking account shoppers vs. loan applicants vs. business members).

Start here. You cannot optimize for the right traffic if you don't know what members actually search for.

Step 1: List your core products and member segments. Don't assume—write them down. For example: checking accounts, savings accounts, auto loans, mortgages, business checking, youth accounts. Then map member intent questions for each:

• Checking account intent: "best checking account", "checking account no fees", "high-yield checking account near me"
• Auto loan intent: "auto loan rates", "auto loan calculator", "refinance auto loan"
• Membership intent: "how to join credit union", "credit union membership requirements", "who can join [your credit union name]"

Step 2: Research local variants. If you have multiple branches, research "credit union near me [city]" and "auto loans [city]" to understand location-specific search volume. Use Google Search Console (if you already have data) and Google Keyword Planner (free) to validate search volume and competition. Avoid keyword tools that invent metrics—stick to Google's native data.

Step 3: Audit your current rankings. For each keyword above, search Google and note where your credit union appears (page 1, page 2, etc.). Screenshot results. This becomes your baseline for 4–6 month comparison.

Technical issues block all organic traffic. Fix these first so Google can crawl and index your site correctly.

Step 1: Mobile responsiveness check. Open your website on a phone. Pages should be readable, forms should be usable, and buttons should be tappable without zooming. If anything breaks on mobile, it's a priority fix. Use Google Mobile-Friendly Test to confirm.

Step 2: Site speed audit. Slow sites rank lower and convert worse. Use Google PageSpeed Insights (free) to check desktop and mobile speed. Typical credit union sites should load in under 3 seconds. Common culprits: uncompressed images, outdated plugins, no caching. If your site scores below 50, notify your web host or developer immediately.

Step 3: Set up structured data (schema markup). This tells Google what content is on your site. At minimum, add Organization schema (name, logo, contact, location) and LocalBusiness schema for each branch. Financial services schema helps Google understand your products (savings accounts, loans, rates). Most modern CMS platforms have schema plugins—Yoast SEO, Rank Math, or Schema.org directly. This is a technical requirement but pays back immediately in featured snippet eligibility and knowledge graph inclusion.

Step 4: Audit crawlability in Google Search Console. Go to Crawl Stats and Coverage reports. Look for "Excluded" or "Error" pages. Common issues: robots.txt blocking content, sitemap missing pages, redirect chains. Prioritize fixing errors over warnings.

Step 5: Check SSL/HTTPS.** Your site must use HTTPS (secure). Search the URL bar—you should see a lock icon. If not, contact your web host or install an SSL certificate. Google ranks HTTPS higher and it's required for PCI compliance on any page handling member data.

Now optimize existing pages and build missing ones. Content must answer member intent AND comply with disclosure and accessibility rules.

Step 1: Audit existing product pages. For each product (checking accounts, auto loans, etc.), check if a dedicated page exists. If not, create one. Pages should cover:

• What the product is and why a member would want it
• Clear eligibility or membership requirements
• Rates, fees, and required disclosures (see compliance note below)
• Application process and next steps
• FAQ answering common questions ("Can I apply online?", "How long does approval take?")

Compliance checkpoint: Every page mentioning rates, fees, or account terms must include appropriate disclosures per 12 CFR Part 707 (Truth in Savings). Language like "APY as of [date]", "subject to credit approval", "membership eligibility requirements apply" must be visible, not hidden in fine print. This is non-negotiable—NCUA examiners audit this. If unsure of your current language, review with your compliance officer.

Step 2: Add keyword-focused headings and content.** For each product page, use the keywords you researched in Phase 1 naturally in your heading and first paragraph. Don't stuff keywords—write for members first, search engines second. Example: Instead of "auto loan product page," use "Auto Loan Rates & Calculator for Credit Union Members" if that's what members search.

Step 3: Accessibility audit (WCAG 2.2/ADA). Credit unions serving the public must provide digital accessibility. Quick checks: Can you tab through forms with a keyboard? Do images have alt text? Are buttons clearly labeled? Use WAVE (free accessibility checker) to find issues. Most are fixable (alt text, color contrast, form labels). Inaccessible sites may trigger complaints and liability—this is not optional.

If you have multiple branches or serve specific geographic areas, local optimization is critical. Members search "credit union near me" and "auto loans [city]" before calling or visiting.

Step 1: Claim and optimize Google Business Profile for each branch. Go to Google Business Profile and search for your credit union by address. Claim each location if not already claimed. For each profile:

• Verify name, address, phone number, hours are accurate and consistent across all listings
• Add a detailed description highlighting products available at that branch ("Auto loans, mortgages, member services desk")
• Upload photos (branch exterior, teller area, ATM) so members see what to expect
• Choose the correct category ("Credit Union" if available, otherwise "Bank")
• Enable messaging if your branch can respond to inquiries

Step 2: Create branch-level landing pages on your website. Google Local Pack (the 3 branches shown in map results) pulls from both Google Business Profile and your website. Create a page for each branch (e.g., /branches/downtown, /branches/westside) with:

• Branch address, phone, hours
• Directions embed and map
• Products/services available at that branch
• Staff bios or photos if applicable
• Community events or local partnerships

Step 3: Build location-specific content. Write blog posts about local community events, partnerships, sponsorships, or educational content relevant to that branch area. This gives members a reason to follow you locally and signals to Google you're active in that geography.

Step 4: Consistency audit. Your credit union name, address, and phone must be identical everywhere: website, Google Business Profile, Apple Maps, Yelp, local directories. Inconsistencies confuse Google and hurt rankings. Use a tool like Semrush Local Rank Tracker (paid) or manually audit major directories monthly.

SEO traffic means nothing if you can't measure whether it converts to applications or member inquiries. Set up tracking now so you can prove ROI to leadership.

Step 1: Define your conversion goals. What matters to your credit union? Examples:

• Completed membership application
• Loan application submission
• Appointment scheduled
• Phone call from organic search
• Email inquiry from contact form

Step 2: Set up Google Analytics 4 conversion events. In GA4, create events for each goal above. For example, if your membership application is on /apply/membership, set that page view as a conversion. If you use a form, set form submission as a conversion. For phone calls, use call tracking software (like CallRail or Ringba) that attributes calls to organic search keywords.

Step 3: Implement call tracking on your website. Many credit union members prefer to call rather than apply online. Use a call tracking number on your website (appears different to organic vs. direct traffic) so you can see which keywords drive phone inquiries. This gives you credit for "invisible" conversions GA4 misses.

Step 4: Track member acquisition cost (MAC) by channel. Work with your loan and membership teams monthly to understand: Of the members acquired this month, how many came from organic search, and what was the revenue value? This connects SEO directly to member growth and profitability—the metric that justifies continued investment.

Not all tasks have the same ROI. Use this matrix to decide what to tackle first based on effort and impact.

Do First (72 hours, high impact):

• Claim Google Business Profile for all branches
• Fix critical technical issues: HTTPS, mobile responsiveness, broken links
• Add keyword-focused H1 tags and meta descriptions to top 10 highest-traffic pages
• Verify 12 CFR Part 707 disclosure language on rate pages
• Set up Google Analytics 4 conversion tracking for membership and loan applications

Do Next (Weeks 2–4, high impact):

• Create or audit branch-level landing pages
• Build product pages for top 5 member intent keywords (checking, auto loan, savings, mortgage, membership)
• Add alt text to images on product pages
• Implement schema markup for Organization and LocalBusiness
• Audit and fix site speed issues (compress images, enable caching)

Do Ongoing (Weeks 4–12, sustainable growth):

• Monthly content updates: rates, new products, blog posts on member education
• Local business directory consistency audits
• Monthly review of top-performing keywords and traffic sources in GA4
• Quarterly compliance review with your team to ensure new content stays within NCUA/CFPB guidance
• Quarterly MAC analysis: track member acquisition from organic search

This order ensures you see early traffic wins (local search and technical fixes) while building the foundation for sustained growth.