SEO for Mortgage Brokers: How to Show Up on Google Search
You know your stuff when it comes to mortgages. Fixed or variable, first-time buyer or seasoned investor – you’ve got it covered. But if clients can’t find you online, they’ll end up working with someone else. Showing up on Google isn’t about being tech-savvy; it’s about being visible where people look first.
Why Google Visibility Puts You in the Game
When someone starts thinking about buying a home, they don’t call a broker right away. They search. “Mortgage broker near me” or “how to get approved with a low credit score” – these are the entry points. If you’re not on the first page, you’re not even in the running.
Good SEO helps you:
- Get noticed in local searches
- Build trust with helpful content and reviews
- Turn searches into phone calls
Let’s break down what that really takes.
Your Google Business Profile Can’t Be an Afterthought
If someone googles your name or “mortgage broker [your city],” your Google Business Profile is likely the first thing they’ll see. Treat it like your storefront.
- Make sure your hours, phone number, and website are accurate
- Choose the right business categories (e.g., Mortgage Broker)
- Add updates every now and then – think local rate changes or new blog posts
- Ask happy clients for reviews (don’t overthink the wording, just keep it natural)
Google pays attention to how complete and active your profile is. Don’t let it sit stale.
Speak Like a Person, Not a Brochure
Most clients aren’t familiar with the industry lingo. They’re asking things like “Can I get approved if I’m self-employed?” not “How do I improve my debt-to-income ratio?”
Use plain language on your site. Include:
- Real-world FAQs
- Short blog posts about common hurdles (bad credit, down payments, income verification)
- Simple guides for first-time buyers
Your site should also load quickly, work well on phones, and be easy to navigate. If it takes too long or feels clunky, people will bounce.
Choose Keywords That Match What People Actually Type
Trying to rank for “mortgage” alone won’t get you far. It’s too broad and too competitive. Instead, go after phrases that match how your ideal clients search:
- “mortgage broker for newcomers in Mississauga”
- “first-time homebuyer with student loans”
- “mortgage options for freelancers”
Tools like Ubersuggest and Google Keyword Planner can show you what people in your area are typing in.
Build Local Links That Actually Help
Getting mentioned by reputable websites helps Google trust you. But not just any link will do. Focus on:
- Local business associations and directories
- Real estate partners linking back to your site
- Contributing short articles to community blogs or local papers
Also, consider publishing something that’s useful to your audience – like a “Mortgage Prep Checklist” or a short explainer on down payment assistance in your province. If it’s helpful, people will link to it naturally.
Stick With It
SEO takes time. You won’t hit the top spot in a week, but with consistency, you’ll start to climb.
- Keep your content fresh (a blog post every few weeks is a good start)
- Check how your rankings improve using basic tracking tools
- Keep responding to reviews and updating your profile
Think of SEO as a long game. The more consistent you are, the better your results will be over time.
You don’t need to be a marketing expert to rank on Google. You just need to show up consistently, say things clearly, and answer the kinds of questions your clients are already asking. It’s not about tricking the system – it’s about showing Google (and your future clients) that you know what you’re doing and you’re ready to help.
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