An Introduction To SEO For Mortgage Brokers

Like any other business in the modern marketplace, Search Engine Optimization (SEO) is of the utmost importance for mortgage brokers. You need borrowers in your area to find you when they are looking to choose a mortgage broker, after all. Many brokers are unfamiliar with the technology and algorithms behind Google’s search results, leaving them confused as to where to begin. Thankfully, this guide will provide all of the tips you need to zoom past your competitors on your quest for SEO domination! Let’s get started!

  1. Build Your Company’s Website On An SEO Friendly Platform
  2. Pick The Right Words
  3. Be An Expert In Your Field
  4. Install Free Tools Such As Google Analytics And WebMaster Tools
  5. Keep Going!

1. Build Your Company’s Website On An SEO Friendly Platform

The first step is to have an online presence. If you have been putting off entering the digital arena, know that more and more borrowers are using the internet to connect with lenders. Brokers without an online presence fail to even reach their radar as a result. The website of any mortgage broker should include necessary information such as how to contact you, your current rates, and links to relevant news and updates from the mortgage industry. Pictures and video are also useful tools that promote increased engagement with your content.

Community Lending Centre built on WordPress

The Community Lending Centre is a mortgage broker site built on WordPress

Next, you need to choose a platform that can deliver the SEO tools you need. WordPress is a popular option, as it offers an intuitive interface and a variety of ways to make it your own. Building the site will require time and technical expertise, however, so consider asking an experienced colleague or friend to recommend a web designer for you. Whatever you do, don’t try to piece something together yourself if you’re not sure what you’re doing. Your website is a reflection of you, and a messy webpage is frequently worse than not having one at all.

Once the basics of your site are completed, you need to choose a hosting service to host your files on their servers. GoDaddy and Bluehost are popular options. These services are not free, but should not run you more than $4 a month or so.

2. Pick The Right Words

The basic idea of every piece of content you post on your site is to provide valuable information to your prospective borrowers. People are more likely to share content that they found genuinely helpful, ultimately improving your business and SEO ranking.

If you want search engines to understand just how useful your content is, you need to pick the correct keywords. The best way to find them is to do a little homework on what prospective customers are searching for when they’re looking for a lender. Broad keywords are great at improving total traffic numbers, but those customers do not have the highest conversion rates (how many web visitors actually become customers). You’re probably better off focusing on terms with lower search rates but higher conversion rates.

Once you know what words to use, make sure to use them across every part of your site. The HTML title tag, meta description (that blurb that appears underneath every listing in a page of search results), the content itself, and the file name of every picture you post should all include your most important keywords. Just don’t overdo it, as Google will not rank “spammy” content highly no matter how useful it may be.

When your keyword-optimized site is up and running, you should immediately notice an uptick in both traffic and sales.

3. Be An Expert In Your Field

This was alluded to above, but it’s important to come off as a reliable source of information on the mortgage industry. Make it easy for the layperson to understand, as your potential customers are unlikely to have the background in mortgages that you do. Whenever you manage to teach someone something, you are likely to earn their business as well as that of their friends and family.

Providing quality information can also entice other real estate sites to cite you as a source in their work. This usually generates a backlink that Google’s algorithm sees as a vote of confidence in your site, significantly improving your SEO ranking. Even if whoever cited it does not provide a direct link, Google is smart enough to notice the attribution and credit you accordingly.

This means that generating links from trusted sites is nearly as crucial to your SEO efforts as providing quality content. Social media sites such as Facebook and Twitter are considered trusted sites for this purpose, so make sure you have a business account on both with links to your site. You can get other people to share your content on social media by providing interesting real estate information such as the best contractors in your area or your top tips for buying and selling real estate.

Traditional media outlets can also improve your SEO performance. For instance, getting quoted by a local newspaper in an article about real estate tells Google that an extremely reputable source finds what you are doing to be valuable. It is incredibly likely to concur, generating a massive improvement in your SEO ranking.

4. Install Free Tools Such As Google Analytics And WebMaster Tools

Focusing on SEO requires having tools that objectively measure your performance, and Google offers a variety of good ones for free. For example, a program called Google Analytics can provide valuable demographic information about your site’s visitors, including what kind of device they used, most popular pages, and new vs. repeat visitors. This info can be used to fine-tune your site to make it perform even better! Check out this link to find out how.

Google WebMaster Tools runs routine diagnostics on your site to ensure that there are no technical glitches hindering Google from indexing your content. You can also find out what keywords borrowers are using to find your site, adding focus to your SEO efforts. Find out more about how to use WebMaster Tools here.

5. Keep Going!

SEO is never finished, as industry trends, consumer tastes, and Google’s algorithms are all constantly evolving. It is, therefore, best to set aside some time each week to see how your SEO efforts are going, making any adjustments as needed. This will ensure that your digital footprint is always fresh, up-to-date, and appealing to search engines.

Every mortgage lender is on the lookout for new borrowers, and SEO is a powerful tool to start attracting more business. The tips above should have you toward the top of Google’s search results in no time flat!

How To Get More Traffic From Uncontested Keywords

Sounds complicated, right? Wrong. These days, most highly searched terms have become too hard to rank for. What if there was a way to target niche terms yet get more traffic in the long-run?

This article aims to show you how targeting niche, long-tail keywords could be what your business needs to succeed. Forget those highly competitive terms and make yourself a micro-niche, long-tail expert.

How can targeting terms with fewer searches be better?

This one does seem hard to make sense of at first. But that’s until you start thinking about simple cost-benefit analysis. Yes – those broad, highly competitive terms do give you more visitors. But they’re also much, much harder to rank for.

Research shows that if you’re not on the first page of Google results, you might as well be nowhere.

That’s right – 11th place on Google might only return you about 1% of the total monthly searches for that term. In stark contrast – 1st place on the first page could net you a whopping 34% clicks.

Now think about how many people are trying to rank for those terms with hundreds of thousands of monthly searches. Some of the competition will have budgets of thousands. It can be hard to compete. Thankfully, there’s an alternative.

Instead of targeting those highly competitive terms and ending up nowhere near the first page of results, you can be more productive by making yourself an authority for terms that are much easier to rank for.

Forget those terms with 100,000 monthly searches and try looking at something with around 10,000. These terms should be much easier to rank for.

If you can get to the even just 2nd place for such a term – you could see 1,700 clicks according to the stats we already looked at. 17% of 10,000. Compare that to 1% of 100,000. That’s 1,000 hits. This doesn’t even include the theory that these niche terms should be much easier rank for as they’re simply not as highly contested. You could throw up ten targeted niche sites in the same amount of time it could take to rank for one long term.

So how can you fine-tune these terms and give yourself an easier route to more traffic? With long-tail keywords.


What are long-tail keywords?

Instead of only targeting “keyword” – try adding something at the beginning or end of the term to filter your results. One good example is “smartphone.” That’s a highly contested term with a huge amount of traffic.

Well, what about “Sony smartphone?” Or, you one step further: “Sony Xperia smartphone.” You can take this example as far as you like to try and give you the results you’re looking for. How about “refurbished Sony Xperia smartphone review.” That’s probably too niche even for this example, but you get the idea.

The great thing about long-tail keywords is that you’ll be able to set yourself up as an authority on EXACTLY the thing your visitors are looking for. This will already put you a step ahead of the competition.

What are some good long-tail keyword additions?

You want to try and use “active” keywords that people use just before they’re about to buy something. “Review” can work well, and so can the current year. People like to add the year to their searches to find as relevant information as possible, as the internet has lots of old reviews out there. Make sure you update it when the year changes.

Even things like “scam” can work. This suffix might seem counter-intuitive and negative – but people use this search when they’re close to purchasing but just want to make sure the product is legit before they do so. If you can be there to reassure them, you could make a sale quite quickly.

One of the best useful keywords to use for highly filtered traffic that’s super-close to making a purchase is “discount.” People only use this when they know they’re going to have to pay something, but they want to see if they can make a saving. If you can be there to offer them the discount they’re looking for – you could make the sale.

Try avoiding long-tail additions like “free” or “download.” Those are for people who are looking for a free ride and aren’t about to spend any money. Don’t waste your bandwidth on them and fine-tune your results by only targeting visitors who are motivated to spend money.

By targeting long-tail keywords, you could set yourself up as an authority in many micro-niches in a fraction of the time it takes to rank for one competitive term. Combine that with the highly motivated visitors you’ll be getting – and you can see how long-tail keywords could be what your business has been looking for.

peterPeter has a strong background in internet marketing and enjoys sharing his knowledge with those just starting out. He also writes for a private tuition service, Smile Tutor.