Web editor

The web editor designs communicative and user-friendly pages according to the guidelines and requirements. The web editor receives facts, draft text, links from the page owner.

Page owner

Page owners are responsible for ensuring that the content (at all times) is:

• Correct
• Compliant and legally audited if required
• Relevant to the target group
• Translation of English texts (if necessary)

Other roles

Digital Content Management, a part of Group Brand, Communication & Sustainability, is in charge of:

• Requirements on development and functionality
• Strategy, structure and navigation
• Layout, presentation of content
• Search engine optimisation
• Findability
• Accessibility
• Vanity URLs (“snabbadresser”)

Site owner

All of Swedbank’s sites have a site owner, who is responsible for:

• The website's strategy, structure, functionality and continuous improvements.
• Implementation of Swedbank's Principles for web.
• That the site informs, engages and inspires the visitor.

Overall web responsibility

The head of Digital Content Management has an overall web responsibility, including strategy, content and organisation.

• Search engines like Google and Bing gather information about our web pages based on the text, headings, links, images, and metadata we provide in AEM.
• When uploading a new page, it is important to optimize the text for search engines and fill in the page's properties with relevant metadata in AEM.
• For instance, the page title and description should have an appropriate length to prioritize our information in search engine results. Additionally, it is crucial to integrate relevant keywords into the page.
• After making updates, double-check that your content is searchable both through search engines and the site's internal search function.

Variables are an integral concept in AEM, resulting from the collaboration between Swedbank and the savings banks. These variables are used instead of Swedbank-specific names and phone numbers to ensure accurate information is displayed on the savings bank's websites, aligning with their individual site setups.

By utilizing these variables, the name 'Swedbank' is automatically replaced with the respective savings bank's own name, and the phone number for the Customer Center is substituted with another designated telephone number. This approach allows for seamless customization and consistency across the savings banks' sites.

More information about variables (LINK will be added later)

We enable clickable phone numbers on our website to allow visitors to easily initiate calls. This functionality is particularly important as an increasing number of visitors access our site via mobile devices.

We format phone numbers in two different patterns: 3-3-2 or 3-2-2 (e.g., 08-xxx xxx xx or +-031-xxx xx xx).

All web documents should be uploaded to the E-Archive. From there, they can be downloaded to various websites.

Single Source of Content

To minimize the risk of incorrect information, it is essential that only one version of a web document exists in the E-Archive. When updating a document, it is your responsibility as a web editor to find and replace the existing document in the E-Archive, rather than uploading a new version.

Instructions how to manage documents - link will be added later!

Before finalizing and preparing for publishing, it's crucial to thoroughly review the pages, texts, images, and SEO.

• Is the content accurate and relevant to the target audience?
• Have you optimized SEO for the pages and their properties?
• Has the text been approved by the page owner/fact owner and checked for spelling errors?
• Is the content tailored with relevant variables for the savings banks?
• Have you removed/unpublished any content or pages that are no longer necessary or relevant?

• For the trust and credibility of the brand, the content on our websites (internal and external) must always be accurate.
• Facts, product descriptions, and recommendations must be updated and relevant, with outdated information being unpublished.
• The page owner is responsible for ensuring that the information is continuously updated.
• When following up on new pages or a redesigned page, utilize web statistics to track metrics such as page visits, click-through rates, and exit points. This data can provide insights into user behavior and popular search queries within your site's domain. If you require web statistics for your site, please reach out to the Virtual Analytics Team.