SEO for Mortgage Brokers

Keyword research, selection, and grouping are a crucial step in every successful mortgage broker SEO campaign. Before we can start attracting more visitors to your website, we need to do keyword research to understand what your target audience is searching for. Using third-party keyword research tools, we can see different keywords, monthly search volume, competition, and a range of other metrics that help us to determine the right keywords to target in your SEO campaign.

When it comes to selecting the right keywords, it’s not just about choosing top-level keywords like “mortgage broker near me” or “mortgage broker + city” – it’s got to be more strategic.

Whilst we do consider those top-level money keywords, we also look at the services that you offer and how we can target a broad range of search terms that capture different users. Things like:

• First home buyer mortgage broker
• Mortgage broker for medical professionals
• Home loan refinancing

From experience, we know that long-tail, service-specific keywords for the different types of customers serviced convert at a far higher rate than generic, top-level keywords. We’ll do comprehensive keyword research to map out all of your potential target keywords, where we intend to target those keywords, and (in most cases) create specific service pages that help you to rank for these search terms.

SEO is a competition.

Before we can outrank your competition, we need to start by understanding who your competition is and what their SEO strategy looks like. To do this, we conduct comprehensive competitor research to understand their approach and develop a strategy to reverse-engineer the elements that are working for them.

During our initial competitor audit, we will identify all of the mortgage brokers in your area that are winning traffic, the types of keywords that they are ranking for, and the pages that are generating the most organic traffic for their website.

We look at the on-site, off-site, technical, and content elements to understand what your competitors are doing well and what we need to do to bridge the gap and overtake them in the organic search results.

Market research isn’t about copying your competitors; it’s about understanding what they are doing well, what is resonating with your target audience, and identifying any weaknesses in their strategy that we can use to win you more traffic.

It doesn’t matter whether you target users in a single location, or you are looking to target customers right across Australia; it’s essential to understand the importance of local search engine optimisation.

For mortgage brokers, a strong local SEO strategy is a proven and cost-effective way to reach your ideal and drive high-converting bookings through your website.

The latest SEO data shows that 46% of all searches include a local intent, and 97% of users will turn to search engines to find a local business.

It doesn’t matter whether you have a physical presence and take in-office appointments, or whether you do everything through Zoom – local SEO is still important.

Users who are using local search modifiers like “near me” or a location at the end of their search are actively looking to engage with local businesses. Just because a user is typing their location after a search does not mean that they want to visit a physical location. Due to the nature of mortgage broker services, you do not necessarily need to have a physical presence in that area to rank.

Even when users do not explicitly use a local search modifier in their search, Google will often serve a location-specific result. For instance, if you type in “mortgage brokers” and you are located in Sydney, you will invariably be greeted by Sydney-specific search results. Similarly, if you conduct the same search from Melbourne, you will see a completely different set of search results that prioritise businesses with a local presence in Melbourne.

Helpful, relevant content is the backbone of every successful SEO strategy for Mortgage Brokers. Brokers fall into a special category when it comes to content, as they are part of YMYL, “Your Money or Your Life”, for Google’s search quality raters.

YMYL content refers to important content that has the capacity to impact a person’s financial stability, health, safety, and overall well-being. Our in-house copywriting team has extensive experience writing for businesses in the YMYL niche and understands the specific requirements around the accuracy of information and the direct impact these types of businesses have on the welfare of readers.

Some of the important E-E-A-T guidelines that we consider when writing for YMYL topics include:

• Accuracy of information
• Reliability and expertise of sources
• Ensuring overall trustworthiness and authority

Our copywriters work closely with our mortgage broker SEO clients to ensure that we are writing accurate, authoritative, and persuasive content that aligns with your brand to effectively convey your unique selling proposition (USPs) and market placement.

Every great SEO strategy starts by understanding your business, your ideal customers, and any pain points that exist. We don’t just send out generic “SEO proposals” with a list of deliverables – we like to take a more considered approach. During our initial consultation, we’ll ask key questions that help us to understand your business and your current marketing efforts. We’ll also conduct a preliminary SEO audit that provides insights into your current standings, competitor strategies, and growth opportunities.

Following our initial consultation, we’ll conduct intensive SEO research to understand the full scope of available opportunities. We look at prospective keywords, your current website structure, and begin to put together a strategy that outlines SEO priorities and growth opportunities. We’re big on transparency, which is why we provide a realistic insight into your current market position and a timeframe for SEO growth.