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• ffmpeg streaming UDP port is closed [closed]

  26 décembre 2023, par BrilliantContract

  I'm trying to use ffmpeg in order to transcode RTSP stream from CCTV to HLS stream so it could be accessed through a web server.

  


  ffmpeg used to stream video from CCTV with following command

  


  $ ffmpeg -i "rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0" -hls_time 3 -hls_wrap 10 -f mpegts udp://localhost:6601
ffmpeg version 4.2.8 Copyright (c) 2000-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[rtsp @ 0x5576c7340600] getaddrinfo(cam-1.loc): Name or service not known
Guessed Channel Layout for Input Stream #0.1 : mono
Input #0, rtsp, from 'rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0':
  Metadata:
    title           : RTSP Session
  Duration: N/A, start: 0.000000, bitrate: N/A
    Stream #0:0: Video: h264 (Main), yuv420p(progressive), 1920x1080, 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1: Audio: pcm_alaw, 8000 Hz, mono, s16, 64 kb/s
Stream mapping:
  Stream #0:0 -> #0:0 (h264 (native) -> mpeg2video (native))
  Stream #0:1 -> #0:1 (pcm_alaw (native) -> mp2 (native))
Press [q] to stop, [?] for help
Output #0, mpegts, to 'udp://localhost:6601':
  Metadata:
    title           : RTSP Session
    encoder         : Lavf58.29.100
    Stream #0:0: Video: mpeg2video (Main), yuv420p, 1920x1080, q=2-31, 200 kb/s, 25 fps, 90k tbn, 25 tbc
    Metadata:
      encoder         : Lavc58.54.100 mpeg2video
    Side data:
      cpb: bitrate max/min/avg: 0/0/200000 buffer size: 0 vbv_delay: -1
    Stream #0:1: Audio: mp2, 16000 Hz, mono, s16, 160 kb/s
    Metadata:
      encoder         : Lavc58.54.100 mp2
[rtsp @ 0x5576c7340600] max delay reached. need to consume packette=5338.9kbits/s dup=0 drop=5 speed=1.12x    
[rtsp @ 0x5576c7340600] RTP: missed 3 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[h264 @ 0x5576c7993c80] concealing 972 DC, 972 AC, 972 MV errors in I frame
rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0: corrupt decoded frame in stream 0=1.11x    
[rtsp @ 0x5576c7340600] max delay reached. need to consume packette=5298.4kbits/s dup=0 drop=5 speed=1.02x    
[rtsp @ 0x5576c7340600] RTP: missed 2 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 3 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 2 packets
[h264 @ 0x5576c779b9c0] cabac decode of qscale diff failed at 66 60
[h264 @ 0x5576c779b9c0] error while decoding MB 66 60, bytestream 9825
[h264 @ 0x5576c779b9c0] concealing 943 DC, 943 AC, 943 MV errors in I frame
rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0: corrupt decoded frame in stream 0=1.02x    
frame= 1315 fps= 25 q=31.0 Lsize=   34249kB time=00:00:53.32 bitrate=5261.8kbits/s dup=0 drop=5 speed=1.02x    
video:30544kB audio:1042kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 8.431973%


  


  nmap used to check if 6601 port is open

  


  $ nmap -Pn localhost -p 6601
Starting Nmap 7.70 ( https://nmap.org ) at 2023-12-26 10:47 UTC
Nmap scan report for localhost (127.0.0.1)
Host is up (0.0011s latency).
Other addresses for localhost (not scanned): ::1

PORT     STATE  SERVICE
6601/tcp closed mstmg-sstp

Nmap done: 1 IP address (1 host up) scanned in 0.06 seconds


  


  However, ffplayer able to play video stream

  


  ffplay udp://localhost:6601
ffplay version 4.2.8 Copyright (c) 2003-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[mpeg2video @ 0x7f1ad854afc0] Invalid frame dimensions 0x0. f=0/0   
    Last message repeated 7 times
Input #0, mpegts, from 'udp://localhost:6601':0KB sq=    0B f=0/0   
  Duration: N/A, start: 59.288000, bitrate: N/A
  Program 1 
    Metadata:
      service_name    : RTSP Session
      service_provider: FFmpeg
    Stream #0:0[0x100]: Video: mpeg2video (Main) ([2][0][0][0] / 0x0002), yuv420p(tv, progressive), 1920x1080 [SAR 1:1 DAR 16:9], 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1[0x101]: Audio: mp2 ([4][0][0][0] / 0x0004), 16000 Hz, mono, s16p, 160 kb/s


  


  VLC cannot play the video stream :

  


  vlc udp://localhost:6601
VLC media player 3.0.18 Vetinari (revision )
[000055769aa81ba0] main libvlc: Running vlc with the default interface. Use 'cvlc' to use vlc without interface.
Warning: Ignoring XDG_SESSION_TYPE=wayland on Gnome. Use QT_QPA_PLATFORM=wayland to run on Wayland anyway.
[00007fec64011e90] mjpeg demux error: cannot peek


  


  ffprobe output

  


  ffprobe udp://localhost:6601
ffprobe version 4.2.8 Copyright (c) 2007-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[mpeg2video @ 0x55e1be0910c0] Invalid frame dimensions 0x0.
    Last message repeated 9 times
Input #0, mpegts, from 'udp://localhost:6601':
  Duration: N/A, start: 262.760000, bitrate: N/A
  Program 1 
    Metadata:
      service_name    : RTSP Session
      service_provider: FFmpeg
    Stream #0:0[0x100]: Video: mpeg2video (Main) ([2][0][0][0] / 0x0002), yuv420p(tv, progressive), 1920x1080 [SAR 1:1 DAR 16:9], 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1[0x101]: Audio: mp2 ([4][0][0][0] / 0x0004), 16000 Hz, mono, s16p, 160 kb/s


  


  Why the video stream is not playing in VLC ?

  


  Why nmap do not see that UPD port is open ?

  


• SEO for Financial Services : The Ultimate Guide

  26 juin 2024, par Erin

  You know that having a digital marketing strategy is crucial for helping your financial services business capture the attention and trust of potential customers and thrive in an increasingly competitive digital landscape.

  The question is — what’s the best way to go about improving your ranking in SERPs and driving organic traffic to your website ? 

  That’s where SEO strategies for financial services come into play. 

  This article will cover everything your company needs to know about SEO for financial services — from the unique challenges you’ll face to the proven tips and strategies you can implement to boost your ranking in SERPs. 

  What is SEO for financial services ? 

  SEO — short for search engine optimisation — refers to optimising your content and website for search engines, particularly Google. 

  The main goal of an SEO strategy is to make your site search-engine-friendly, show that you’re a trusted source and increase the likelihood of appearing in SERPs when potential customers look up relevant keywords — ultimately driving organic visibility and traffic. 

  Now, when it comes to evaluating the success of your financial services SEO strategy, there are certain key performance indicators (KPIs) you should keep track of — including : 

  • SEO ranking, or the position your web pages show up in SERPs for specific search terms (the terms and phrases identified during keyword research) 
  • SEO Score, which shows a website’s overall SEO health and indicates how well it will rank in SERPs
  • Impressions, or the number of times users saw your pages when they looked up relevant search terms 
  • Organic traffic, or the number of people that visit your website via search engines
  • Engagement metrics, such as time on page, pages per session, and bounce rate 
  • Conversion rates from website traffic, including both “hard” conversions (lead generation and purchases) and “soft” conversions (such as newsletter subscriptions) 

  It’s important to note that the financial services industry is incredibly competitive — especially given the large-scale digital transformations in the financial sector and the rise of fintech companies. 

  According to a 2022 report, the global market for financial services was valued at $25.51 trillion. Moreover, it’s expected to grow at a compound annual growth rate of 9.7%, reaching $58.69 trillion by 2031.

  Importance and challenges of financial services SEO 

  The financial services industry is changing rapidly, mainly driven by globalisation, innovation, shifting economies, and compliance risks. It’s crucial for financial service companies to develop effective SEO strategies that align with the opportunities and challenges unique to this sector. 

  Certain benefits of a well-executed SEO strategy, namely, better search engine rankings, driving more search traffic, delivering a better user experience, and maximising ROI and promoting business growth, are “universal.” 

  

  Financial services SEO efforts can provide a number of benefits. It can help you : 

  • Improve lead generation and customer acquisition ; the more search traffic you get, the higher the chances of converting visitors into potential clients 
  • Build a strong online presence and brand awareness, which comes as a result of increased visibility in organic search results and reaching a wider audience 
  • Increase your credibility and authority within the industry, primarily through high-quality content that shows your expertise and backlinks from authoritative websites 
  • Gain a competitive edge by analysing and outranking your main competitors 

  That said, financial services companies face some unique challenges :

  High competition : The digital arena for financial services is highly competitive, with numerous companies vying for the same business.

  YMYL (Your Money or Your Life) content : Google’s YMYL framework places higher scrutiny on financial content, demanding higher standards for experience, expertise, authoritativeness, and trustworthiness. We’ll cover this topic in greater detail shortly.

  Regulatory changes and compliance : The financial services sector is characterised by constant regulatory changes and new compliance requirements that businesses must navigate. Sometimes this makes it difficult to gather insights and market to your audience. 

  As a privacy-fist, compliant web analytics solution Matomo can provide valuable insights to support your SEO efforts. Matomo ensures compliance with privacy laws — including GDPR, CCPA and more — and provides 20-40% more comprehensive data than Google Analytics.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  8 proven strategies for implementing SEO for financial services 

  SEO for financial services involves a wide range of strategies — including keyword optimisation, technical SEO, content marketing, link building and other off-page SEO activities — that can help your website rank higher in SERPs. 

  Of course, it’s not just about better search rankings. It’s about attracting the right search traffic to your website — potential clients interested in your financial services.

  Here are some proven financial services SEO strategies you should implement : 

  1. Build trust and topical authority 

  Financial services content typically covers more complex topics that could impact the reader’s financial stability and well-being — or, as Google calls them, “Your Money or Your Life” topics (YMYL). As such, it’s subject to much stricter quality standards. 

  To improve your YMYL content, you’ll need to apply the E-E-A-T framework — short for “Experience, Expertise, Authority, and Trust”. 

  This is a key part of Google’s search rater guidelines for evaluating a website’s quality and credibility. 

  The E-E-A-T standards become even more relevant to financial topics such as investment strategies, financial advice, taxes, and retirement planning. 

  In that sense, the overarching goal of your content strategy should be to build customer trust by demonstrating real expertise and topical authority through in-depth educational content. 

  2. Earn reputable external links through link-building 

  You also need to monitor your off-page SEO—factors outside your website that can’t be directly controlled but can still build trust and contribute to better ranking in SERPs. 

  These include everything from social media engagement and unlinked brand mentions in blog posts, news articles, user reviews and social media discussions — to inbound links from other reputable websites in the finance industry.

  That brings us to high-quality backlinks as a significant factor for YMYL content that can improve your financial services website’s SEO performance : 

  Earning external links can improve your domain authority and reinforce your brand’s position as a reliable source in the financial services niche — which, in turn, can contribute to better search engine rankings and drive more website traffic. 

  Here are a few link-building strategies you can try : 

  • Use tools like Ahrefs and Semrush to look for reputable websites and then request for them to link to your site
  • Demonstrate your expertise and get backlinks from reputable media outlets through Help a Reporter Out (HARO) 
  • Reach out to authoritative websites that mention your company without linking to you directly and ask them to include a link to your websit

  3. Conduct an SEO audit 

  An SEO audit is a key step in developing and implementing a successful financial SEO strategy. It sets the foundation for all your future efforts — and allows you to measure progress further down the line. 

  You’ll need to perform a comprehensive SEO audit, covering both the existing content and technical aspects of your website — including : 

  • Indexing issues
  • Internal linking and site architecture 
  • Duplicate content 
  • Backlink profile 
  • Broken links 
  • Page titles and metadata 

  It’s possible to do this manually, third-party tools will allow you to dig deeper and speed up the process. Ahrefs and Screaming Frog — to name a few — can help you evaluate your website’s overall health and structure. And, with a web analytics platform like Matomo you can easily measure the success of your SEO efforts.

  But this shouldn’t be a one-time thing ; be sure to perform audits regularly — ideally every six months. 

  4. Understand your target audience

  You can’t create helpful content without learning about your customers’ needs, pain points and preferences. 

  For example, a financial service provider focusing on individuals nearing retirement would prioritise content that educates on retirement planning strategies, investment options for seniors, and tax-efficient withdrawal strategies, aiming to guide clients through the transition from saving to managing retirement funds effectively.

  In contrast, a provider targeting small business owners would emphasise content related to small business loans, funding options, and financial management advice tailored to entrepreneurs seeking to expand their businesses and navigate financial challenges effectively.

  So, before you dive into keyword research and content creation, ensure you have a deep understanding of your target audience. 

  Identifying different audience categories and developing detailed customer personas for each segment is crucial for creating content that resonates with them and aligns with their search intent. 

  Matomo’s Segmentation tool can be of huge help here. It allows you to divide your audience into smaller groups based on factors like demographics and website interactions : 

  

  In addition to that, you can : 

  • Engage with your frontline teams that interact directly with clients to gain deeper insights into prospects’ needs and concerns
  • Track social media channels and other online discussions related to the financial world and your audience
  • Gather qualitative insights from your site visitors through the Matomo Surveys plugin (questions like “What financial services are you most interested in ?” or “Are there any specific financial topics you would like us to cover in more detail ?” will help you understand your visitors better)
  • Watch out for financial trends and developments that could directly impact your audience’s needs and preferences 

  5. Identify new opportunities through keyword research 

  Comprehensive keyword research can help you identify key search terms — specific phrases that potential customers may use when looking up things related to their finances. 

  It’s best to start with a brainstorming session and assemble a list of relevant topics and core keywords. Once you have an initial list, use tools like Ahrefs and Semrush to get more keyword ideas based on your seed keywords, including : 

  • More specific long-tail keywords — and often less competitive — indicate a clearer intent to convert. For example :

  • • “low-risk investment options for retirees”
    • “financial planning for freelancers”
    • “small business loan requirements”

  • Keywords that your competitors already rank for. For instance :

  • • If a competing investment firm ranks for “best investment strategies for beginners,” targeting similar keywords can attract novice investors.
    • A competitor’s high ranking for “life insurance quotes online” suggests potential to optimise your own content around similar terms.
  • Location-specific keywords (if you have physical store locations)

  Google Search Console can provide information about the search terms you’re already ranking for — including underperforming content that may benefit from further optimisation. If you want deeper SEO insights, you can import your search keywords into Matomo. 

  While you’re at it, try Matomo’s Site Search feature, too. It will show you the exact terms and phrases visitors enter when using your website’s search bar — and you can use that information to find more content opportunities.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Of course, not all keywords are equal — and it would be impossible to target them all. Instead, prioritise keywords based on two factors : 

  • Search volume, which indicates the “popularity” of a particular query
  • Keyword difficulty, which indicates how hard it’ll be to rank for a specific term, depending on domain authority, search volume and competition 

  

  6. Find your main organic competitors 

  Besides performing an SEO audit, finding your core keywords, and researching your target market, competitor analysis is another crucial aspect of SEO for finance companies. 

  Before you start, it’s important to differentiate between your main organic search competitors and your direct industry competitors : 

  You’ll always have direct competitors — other financial services brands offering similar products and services and targeting the same audience as you.

  However, regarding search results, your financial services business won’t be in a “bubble” specifically reserved for the financial industry. Depending on the specific search queries — and the search intent behind them — SERPs could feature a wider range of online content, from niche finance blogs to news websites, and huge financial publications.

  Even if another company doesn’t offer the same services, they’re an organic competitor if you’re both ranking for the same keywords. 

  Once you determine who your main organic competitors are, you can analyse their websites to : 

  • Check how they’re getting search traffic 
  • See which types of content they’re publishing 
  • Find and fill in any potential content gaps 
  • Assess the quality of their backlink profile 
  • See if they currently have any featured snippets

  7. Consider local SEO

  According to a 2023 survey, 21% of US-based consumers report using the internet to look up local businesses daily, while another 32% do so multiple times a week. 

  Local SEO is worth investing in as a financial service provider, especially with physical locations. Prospective clients will typically look up nearby financial services when they need additional information or are ready to engage in financial planning, investment, or other financial activities.

  Here are a few suggestions on how to optimise your site for local searches : 

  • Create listings on online business directories, like Google Business Profile (previously known as Google My Business)
  • If your financial service company operates in more than one physical location, be sure to create a separate Google Business Profile for each one 
  • Identify location-specific keywords that will help you rank in local SERPs
  • Make sure that your name, address, and phone number (NAP) citations are correct and consistent 
  • Leverage positive customer reviews and testimonials as social proof

  8. Optimise technical aspects of your website 

  Technical SEO — which primarily deals with the website’s underlying structure — is another crucial factor that financial services brands must monitor. 

  It’s an umbrella term that covers a wide range of elements, including : 

  • Site speed 
  • Indexing issues 
  • Broken links, orphaned pages, improper redirects 
  • On-page optimisation 
  • Mobile responsiveness

  In 2020, Google introduced Core Web Vitals, a set of metrics that measure web page performance in three key areas — loading speed, responsiveness and visual stability. 

  Given that they’re now a part of Google’s core ranking systems, you should consider using Matomo’s SEO Web Vitals feature to monitor these crucial metrics. Here’s why :

  When technical aspects of your website — namely, site speed and mobile responsiveness — are properly optimised, you can deliver a better user experience. That’s what Google seeks to reward. 

  Plus, it can be a critical brand differentiator for your business. 

  Conclusion 

  Investing in SEO for financial services is crucial for boosting online visibility and driving organic traffic and business growth. However, one thing to keep in mind is that SEO efforts shouldn’t be a one-time thing : 

  SEO is an ongoing process, and it will take time to establish your company as a trustworthy source and see real results. 

  You can start building that trust by using a web analytics platform that offers crucial insights for improving your website’s ranking in SERPs and maintains full compliance with GDPR and other privacy regulations. 

  That’s why Matomo is trusted by more than 1 million websites around the globe. As an ethical alternative to Google Analytics that doesn’t rely on data sampling, Matomo is not only easy to use but more accurate, too — providing 20-40% more data compared to GA4. 

  Sign up for a 21-day free trial and see how Matomo can support your financial services SEO strategy. No credit card required.

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• GA360 vs GA4 : Key Differences and Challenges

  20 mai 2024, par Erin

  While the standard Universal Analytics (UA) was sunset for free users in July 2023, Google Analytics 360 (GA360) users could postpone the switch to GA4 for another 12 months. But time is running out. As July is rapidly approaching, GA360 customers need to prepare for the switch to Google Analytics 4 (GA4) or another solution. 

  This comparison post will help you understand the differences between GA360 vs. GA4. We’ll dive beneath the surface, examining each solution’s privacy implications and their usability, features, new metrics and measurement methods.

  What is Google Analytics 4 (Standard) ?

  GA4 is the latest version of Google Analytics, succeeding Universal Analytics. It was designed to address privacy issues with Universal Analytics, which made compliance with privacy regulations like GDPR difficult.

  It completely replaced Universal Analytics for free users in July 2023. GA4 Standard features many differences from the original UA, including :

  • Tracking and analysis are now events-based.
  • Insights are primarily powered by machine learning. (There are fewer reports and manual analysis tools).
  • Many users find the user interface to be too complex compared to Universal Analytics.

  The new tracking, reports and metrics already make GA4 feel like a completely different web analytics platform. The user interface itself also includes notable changes in navigation and implementation. These changes make the transition hard for experienced analysts and digital marketers alike. 

  For a more in-depth look at the differences, read our comparison of Google Analytics 4 and Universal Analytics.

  What is Google Analytics 360

  Google Analytics 360 is a paid version of Google Analytics, mostly aimed at enterprises that need to analyse a large amount of data.

  It significantly increases standard limits on data collection, sampling and processing. It also improves data granularity with more custom events and dimensions.

  Transitioning from Universal Analytics 360 to GA4 360

  You may still use the Universal Analytics tag and interface if you’ve been a Google Analytics 360 customer for multiple years. However, access to Universal Analytics 360 will be discontinued on July 1, 2024. Unlike the initial UA sunset (free version), you won’t be able to access the interface or your data after that, so it will be deleted.

  That means you will have to adapt to the new GA4 user interface, reports and metrics before the sunset or find an alternative solution.

  What is the difference between GA4 360 and free GA4 ?

  The key differences between GA4 360 and free GA4 are higher data limits, enterprise support, uptime guarantees and more robust administrative controls.

  

  GA4 offers most of the same features across the paid and free versions, but there are certain limits on data sampling, data processing and integrations. With the free version, you also can’t define as detailed events using event parameters as you can with GA4 360.

  Higher data collection, accuracy, storage and processing limits

  The biggest difference that GA4 360 brings to the table is more oomph in data collection, accuracy and analysis.

  You can collect more specific data (with 100 event parameters instead of 25 for custom metrics). GA4 360 lets you divide users using more custom dimensions based on events or user characteristics. Instead of 50 per property, you get up to 125 per property.

  And with up to 400 custom audiences, 360 is better for companies that heavily segment their users. More audiences, events and metrics per property mean more detailed insights.

  Sampling limits are also of a completely different scale. The max sample size in GA4 360 is 100x the free version of GA4, with up to 1 billion events per query. This makes analysis a lot more accurate for high-volume users. A slice of 10 million events is hardly representative if you have 200 million monthly events.

  Finally, GA4 360 lets you store all of that data for longer (up to 50 months vs up to 14 months). While new privacy regulations demand that you store user data only for the shortest time possible, website analytics data is often used for year-over-year analysis.

  Enterprise-grade support and uptime guarantees

  Because GA360 users are generally enterprises, Google offers service-level agreements for uptime and technical support response times.

  • Tracking : 99.9% uptime guarantee
  • Reporting : 99% uptime guarantee
  • Data processing : within 4 hours at a 98% uptime guarantee

  The free version of GA4 includes no such guarantees and limited access to professional support in the first place.

  Integrations

  GA4 360 increases limits for BigQuery and Google Ads Manager exports.

  

  The standard limits in the free version are 1 million events per day to BigQuery. In GA4 360, this is increased to billions of events per day. You also get up to 400 audiences for Search Ads 360 instead of the 100 limit in standard GA4.

  Roll-up analytics for agencies and enterprises

  If you manage a wide range of digital properties, checking each one separately isn’t very effective. You can export the data into a tool like Looker Studio (formerly Google Data Studio), but this requires extra work.

  With GA360, you can create “roll-up properties” to analyse data from multiple properties in the same space. It’s the best way to analyse larger trends and patterns across sites and apps.

  Administration and user access controls

  Beyond roll-up reporting, the other unique “advanced features” found in GA360 are related to administration and user access controls.

  

  First, GA360 lets you create custom user roles, giving different access levels to different properties. Sub-properties and roll-up properties are also useful tools for data governance purposes. They make it easier to limit access for specific analysts to the area they’re directly working on.

  You can also design custom reports for specific roles and employees based on their access levels.

  Pricing 

  While GA4 is free, Google Analytics 360 is priced based on your traffic volume. 

  With the introduction of GA4, Google implemented a revised pricing model. For GA4 360, pricing typically begins at USD $50,000/year which covers up to 25 million events per month. Beyond this limit, costs increase based on data usage, scaling accordingly.

  What’s not different : the interface, metrics, reports and basic features

  GA4 360 is the same analytics tool as the free version of GA4, with higher usage limits and a few enterprise features. You get more advanced tracking capabilities and more accurate analysis in the same GA4 packaging.

  If you already use and love GA4 but need to process more data, that’s great news. But if you’re using UA 360 and are hesitant to switch to the new interface, not so much. 

  Making the transition from UA to GA4 isn’t easy. Transferring the data means you need to figure out how to work with the API or use Google BigQuery.

  Plus, you have to deal with new metrics, reports and a new interface. For example, you don’t get to keep your custom funnel reports. You need to use “funnel explorations.”

  Going from UA to GA4 can feel like starting from scratch in a completely new web analytics tool.

  Which version of Google Analytics 4 is right for you ?

  Standard GA4 is a cost-effective web analytics option, but it’s not without its problems :

  • If you’re used to the UA interface, it feels clunky and difficult to analyse.
  • Data sampling is prevalent in the free version, leading to inaccuracies that can negatively affect decision-making and performance.

  And that’s just scratching the surface of common GA4 issues.

  Google Analytics 4 360 is a more reliable web analytics solution for enterprises. However, it suffers from many issues that made the GA4 transition painful for many free UA users last year.

  • You need to rebuild reports and adjust to the new complex interface.
  • To transfer historical data, you must use spreadsheets, the API, or BigQuery.

  You will still lose some of the data due to changes to the metrics and reporting.

  What if neither option is right for you ? Key considerations for choosing a Google Analytics alternative

  Despite what Google would like you to think, GA4 isn’t the only option for website analytics in 2024 — far from it. For companies that are used to UA 360, the right alternative can offer unique benefits to your company.

  Privacy regulations and future-proofing your analytics and marketing

  Although less flagrant than UA, GA4 is still in murky waters regarding compliance with GDPR and other privacy regulations. 

  And the issue isn’t just that you can get fined (which is bad enough). As part of a ruling, you may be ordered to change your analytics platform and protocol, which can completely disrupt your marketing workflow.

  When most marketing teams rely on web analytics to judge the ROI of their campaigns, this can be catastrophic. You may even have to pause campaigns as your team makes the adjustments.

  Avoid this risk completely by going with a privacy-friendly alternative.

  Features beyond basic web analytics

  To understand your users, you need to look at more than just events and conversions.

  That’s why some web analytics solutions have built-in behavioural analytics tools. Features like heatmaps (a visual pattern of popular clicks, scrolling and cursor movement) can help you understand how users interact with specific pages.

  

  Matomo allows you to consolidate behavioural analytics and regular web analytics into a single platform. You don’t need separate tools and subscriptions for heatmaps, session recordings, from analytics, media analytics and A/B testing. You can do all of this with Matomo.

  With insights about visits, sales, conversions, and usability in the same place, it’s a lot easier to improve your website.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  Usability and familiar metrics

  The move to event tracking means new metrics, reports and tools. So, if you’re used to Universal Analytics, it can be tricky to transition to GA4. 

  But there’s no need to start from zero, learning to work with a brand-new interface. Many competing web analytics platforms offer familiar reports and metrics — ones your team has gotten used to. This will help you speed up the time to value with a shorter learning curve.

  Why Matomo is a better option than GA4 360 for UA 360 users

  Matomo offers privacy-friendly tracking, built from the ground up to comply with regulations — including IP anonymisation and DoNotTrack settings. You also get 100% ownership of the data, which means we will never use your data for our own profit (unlike Google and other data giants).

  This is a big deal, as breaking GDPR rules can lead to fines of up to 4% of your annual revenue. At the same time, you’ll also future-proof your marketing workflow by choosing a web analytics provider built with privacy regulations in mind.

  Plus, for legacy UA 360 users, the Matomo interface will also feel a lot more intuitive and familiar. Matomo also provides marketing attribution models you know, like first click, which GA4 has removed.

  Finally, you can access various behavioural analytics tools in a single platform — heatmaps, session recordings, form analytics, A/B testing and more. That means you don’t need to pay for separate solutions for conversion rate optimisation efforts.

  And the transition is smooth. Matomo lets you import Universal Analytics data and offers ready-made Google Ads integration and Looker Studio Connector.

  Join over 1 million websites that choose Matomo as their web analytics solution. Try it free for a 21-days. No credit card required.

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