If you are a broker looking for more qualified mortgage lead generation, local SEO – search engine optimisation – is the way to go.  

Local search is the process of seeking information about a local business, service or product via search engines or online directories. It is essential for mortgage advisers as it is the way most homebuyers find these and similar types of services.  

In this blog, we’ll break down local SEO for mortgage brokers – what it is, and provide simple, effective steps you can implement to utilise it. We’ll give you tips on how to improve mortgage business visibility in search results and Google Maps, helping your business appear when local homebuyers are searching for mortgage advice.

What is local SEO and why does it matter for mortgage brokers?

Local SEO is a type of SEO that centres on optimising a website for local searches to increase visibility in local search results and Maps.  

Showing up on Google Maps and ‘near me’ searches is crucial, as you could stand to lose business to your closest competitors otherwise.

Claim and optimise your Google Business Profile

Google Business Profile (formerly Google My Business) is an extremely useful – and free – promotional tool. Creating a Business Profile helps your clients find you on Google Search and Google Maps. Here, we take you through the steps you need to complete to claim or add your listing:

• Go to google.com/business
• Click ‘Manage now’
• Complete your mortgage broker business name and click ‘Next’
• Complete your address unless you don’t operate from physical premises or don’t want your location to show
• Select the most appropriate business category
• Complete your contact number
• And add your website URL

Key things to complete are:

• Good quality photos of you, your team and your premises – anything that shows your business to be professional, welcoming and trustworthy
• Business categories. For example, Mortgage
• Opening hours
• Well-crafted description of the services you provide

Some useful mortgage broker SEO tips for improving rankings include:

• Publish consistent updates. Use Google Posts for sharing blog content and success stories. This indicates to Google and prospects that your business is active. It helps to build trust and show you to be an authority within the mortgage market.  
• Adding a good Q&A section can allay concerns potential clients may have that could prevent them from contacting you.

Use consistent contact details and local signals 

NAP is an abbreviation of Name, Address, Phone number. It is vital that your NAP is accurate and consistent across various listings as it is helpful for your mortgage business’s visibility in local search results. Search engines such as Google use NAP to establish the relevance and legitimacy of a business. And your NAP ensures clients know how to contact you. Useful places to include listings are:  

• Your Google Business Profile
• Website
• Online directories
• Social media

Local citations can aid visibility too. They are mentions of your business’s NAP on a website that isn’t your own.

Get more client reviews and respond to them

Local reviews play a critical role in your business’s online reputation and its local SEO performance. They act as social proof, shaping the level of trust prospects have in your brand.

When it comes to requesting reviews, there are a few things you’ll need to bear in mind. Firstly, timing. You are unlikely to get the best response if you ask a client for a review on completion. They’ll be busy making preparations to move and settle in. Instead, request the review just before they complete, while you have their attention. And make reviews part of your customer service process. Discuss reviews with each client, sharing stories of satisfied clients who were in a similar position to them. Ask for a review during a client call or update. Thank them for working with you and invite them to take a few moments to write a review about their experience. Then send them a follow up text and email with your custom review link. 

This next point is absolutely vital: always respond to reviews, even negative ones. They are all an opportunity to shine a light on the excellent customer service you provide.

Add location-specific content to your website

Adding content to your website that is location-specific can be very beneficial.

• Create pages or blog posts that mention your town, city or region. For example, a blog about mortgage options in Bristol
• Use long-tail keyphrases like ‘mortgage broker in [town name]’ 

Make sure your website is mobile-friendly

Local searches are mostly done on mobiles, as prospects seek information close to the area they are searching from.

You can test how your website appears and performs across devices with Google’s PageSpeed Insights or Lighthouse. And you can get specific fixes which make it easier and faster too.

Site speed is crucial for SEO as it directly affects user experience and search engine rankings. And it’s vital that contact details are easy to use on mobile devices. As prospects are on the go, they need to be able to click on a number for it to dial immediately.  

Build local backlinks and partnerships

Get links from trusted local estate agents, solicitors, business directories or community websites. This is another way to build trust.

Co-write blog posts or offer quotes for the local press to signify your expertise in the mortgage arena. This is a great way to get your business name mentioned online and improve visibility.

Using strong backlinks with local relevance can target location-specific keyphrases, helping with search rankings and building authority. 

Recap: Done well, local SEO can help you grow your mortgage business. Starting with your Google Business Profile and client reviews will get things moving. Alternatively, you may feel you want to save time and enlist professional services.  

WEBPRO knows

89% of consumers are likely to choose a business that replies to all reviews – a 102% higher rate than businesses that don’t respond to them.