How Hurrdat Increased Search Visibility for Centris Federal Credit Union with Header Formatting

by Austin Plourde | Last updated Jun 25, 2025 | Case Studies, SEO

Woman holding piggy bank and pointing at it with Centris Federal Credit Union beside her

Read Time: 2 min read

Summary: Hurrdat uncovered a common technical issue holding Centris Federal Credit Union's service pages from performing well in SERPs and delivered a solution that boosted keyword rankings by as much as 125% in just 30 days. Read more to see how header formatting and meta data optimization can make a big impact.

Challenge: Inconsistent Header Formatting on Service Pages

In a website SEO audit for Centris Federal Credit Union, Hurrdat noticed several service pages were missing H1s. Some used hero images without H1 tags. Others used H2 or H3 headers in place of an H1. These incorrect hero sections led Centris Federal Credit Union’s service pages to underperform compared to local competitors.

Solution: Standardized H1 Format & Optimized Meta Data

To increase visibility and rankings for these service pages, Hurrdat:

Overlayed the appropriate H1 tags on background images
Set up the appropriate hierarchical structure for heading tags
Optimized the H1, title tag, and meta description with hyperlocal keywords for each service page

Hurrdat’s Senior Technical SEO Specialist, Logan Aurelia, further explains the benefits of this approach:

“Search engines use H1 heading elements as one of the most important ranking signals on a website, and while search engines are intelligent, when an image takes the place of the H1 or it’s not there at all, it’s much more difficult for the search engine to understand the intent and relevance of that page for a user searching the web.”

Results: Better SERP Visibility & Keyword Rankings for Service Pages

Thirty days after publishing the new hero sections, our SEO team observed growth in visibility and keyword rankings across multiple service pages, with the personal checking and mortgages pages seeing the most improvement.

Personal Checking Page Performance

Overall +22.4% in organic SERP visibility, improved 16 positions on average
+45.5% in visibility, improved 21 positions for “near me” queries
+32.1% in visibility, improved 10 positions for “Omaha” querie

Mortgage Page Performance

Overall +116.4% in organic SERP visibility, improved 30 positions on average
+125% in visibility, improved 25 positions for “near me” queries
+47% in visibility, improved 20 positions for “Omaha” queries

Need help increasing your website’s visibility? Hurrdat Marketing’s expert team can help. We offer comprehensive marketing services, including on-page and technical SEO, to improve your website’s performance. Contact us today!

Austin Plourde

Author

Austin is a Content Strategist at Hurrdat, where he conducts competitive analyses, title tag and meta description optimization, and keyword research to write high-performing landing pages, website content, and blog posts. Austin has more than seven years of experience in content writing and received the Nebraska Press Association award for sports feature writing in 2023. He has worked with S&P 500 clients and small, local businesses. Projects Austin has worked on include SEO-focused blogs, client website projects, and more. Austin enjoys constantly learning new digital marketing and SEO tactics that he can use in his work for clients.

Austin lives in Bellevue, Nebraska, graduated from Doane University with a major in Journalism and Media, and enjoys spending time with his family, becoming a Pokémon master, and reigning as the Elden Lord of the Lands Between.

Logan Aurelia

Expert Contributor

Logan is the Senior Technical SEO Specialist at Hurrdat with nearly a decade of experience in search engine optimization and digital marketing. In his role, Logan ensures the health and inner workings of local and national client websites by leveraging the most up-to-date technical solutions and SEO strategies to increase organic traffic and search engine visibility. Logan’s career began at a local web design agency in 2016, where he managed various paid ad and social campaigns and launched a full-scale SEO service for businesses of all sizes.

Outside of SEO agency work, Logan has two children and is a foster parent to those in need of a home. He spends time baking and cooking, playing video games, building Lego, gardening, and forgetting where he left his coffee.

How Hurrdat Increased Search Visibility for Centris Federal Credit Union with Header Formatting

Challenge: Inconsistent Header Formatting on Service Pages

Solution: Standardized H1 Format & Optimized Meta Data