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Home Loan & Mortgage Brokers Still Need SEO

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Article Overview

If your wanting to start your own mortgage broking business or perhaps become part of n existing franchise the best way to get more website traffic is to rank on Google. And, the only way to do this is to commence your own SEO campaign. It's a super-competitive niche so make sure you look at a local SEO) campaign where you can target prospective clients in your local area wanting a home loan.

If you are a mortgage broker or an in the home loan industry and you have just typed in the words “ home loans’ into Google please do not worry, there is still hope.

Sure this page is crowded with well established big names like Aussie home loans, NAB, ANZ and Westpac all competing for a piece of page 1 real estate on Google.

It’s fiercely competitive and yes it is really difficult to break into this space. But don’t throw your hands in the air and give up hope. There are still heaps of opportunities to get new business sales leads from Google through SEO if you know what you are doing and this is where we step in and can help you out with a national, statewide or local SEO campaign. According to Ibis World, there are over 18,165 people working in the home loan and mortgage industry in Australia with everyone looking for a piece of their home loan pie. With that much competition, you can easily see why maintaining a highly visible profile on Google is essential.

Let’s be perfectly frank and honest about this. Getting to page 1 of Google for the holy grail of all mortgage broker keywords is nearly impossible unless you have seriously deep pockets and are willing to commit to a log SEO campaign. That is an SEO strategy greater than a year. If you expect to be on page 1 in less than that then you are being unrealistic; especially in this niche. It’s just too well inhabited by home loan companies and banks that have been doing SEO for a long time. Essentially, the head start they have on you is huge but it is not insurmountable.

As stated previously if you really want to rank for the keywords:’ home loans or mortgage brokers, we can get you there but you have to be willing to stick to a plan. In the interim, there are other juicy high traffic keywords that still have heaps of traffic and will bring in large volumes of inquiries through to your website.

We call these keywords the ‘low hanging fruit’, these are keywords that are much easier to rank for and will start to bring in results much sooner. Keywords or phrases like:

  • How much can I borrow?
  • Home loan calculator
  • Home loans ( and from this, we can base it on any capital city or even drill down further to suburban locations….think Bondi, Neutral Bay etc)
  • Home loan repayments
  • Mortgage broker ( use any local suburban location here)
  • Compare the best home loans
  • How to find a mortgage broker
  • Pre-approval home loans

From the phrases above you can see that there are other terms, people use to search for information related to anything to do with home loans.

You can be really sneaky and add a page on your website about the financial institutions you deal with and then optimise this page for keywords like ANZ home Loan rates or Westpac home loan interest rates.

If you follow this method you will find that you will start to generate site visitors without having to actually rank for the keywords home loans. The best news is that whilst we are building authority into your domain name and pushing these ‘long tail’ keywords we will also be pushing the home loan keyword so that eventually ( we cannot give you a specific time frame) these main 2 keywords should start to climb rapidly.

So all this is really good news:

  • If you are part of a large home loan group or you are a franchisee that wants to rank locally for want to rank locally and establish a local, loyal client base.
  • If you do not want to spend a fortune on Adwords and prefer (which is the best idea) to rank organically.
  • If you are a marketing or brand manager in a home loan company and have been given the task of ranking your companies website on Google to generate new leads.
  • If previously you have never thought about doing this because it seemed out of reach and an almost impossible task. SEO has basically levelled the playing field and allowed smaller players to enter the market and be competitive. No longer can the likes of Aussie, Mortgage Choice or Wizard sit back and say with certainty that they are going to be on page 1 of Google forever. This simply won’t happen as more and more small Australian businesses/companies compete for this position. As of today 14 Oct 2021 if I type in the words ‘home loans Sydney’ into Google search the results are predictable but there are always new entrants like Athena Home Loans which is a relatively new listing.
mortgage broker SEO - SEO Sydney Experts
The home loan niche on Google is so competitive but as a new entrant, I would be focusing on a local SEO campaign. Photo Credit: Google

SEO has opened the gates and those long established players now need to be very wary of other companies in this space.

How Much Does SEO Cost for Mortgage Brokers?

If you’re a mortgage broker looking for a set SEO price, I’m afraid I cannot give this to you. Why? It’s not because our prices are too high or out of your marketing budget, but because all SEO campaigns are different, and the pricing will reflect the competitive nature of your local area. In essence, all SEO campaigns are unique. But don’t worry; we are still competitive and will work out a suitable package to suit your SEO needs.

Also read: How much should you be paying for your SEO service in 2022?

However, you need to know that to have a positive ROI on your SEO campaign; many factors come into play when determining just how much you need to spend. Factors such as current rankings, previous SEO history, backlink profile, target audience, timings and expectations all combine to establish a credible SEO budget. We are a results-driven SEO agency, so our main aim is to get the biggest bang for your advertising dollar. I want to make a significant point here that just because you’re spending more than $6000 per month on your SEO, you don’t necessarily get decent results. Higher fees charged by SEO agencies with big overheads will not mean that you’ll end up getting better results than an agency that charges you on;y $4000 per month. You need to be looking at the agency you want to go with, see how they are performing on Google, and then make your call. Don’t be fooled by cheap SEO prices either, as this is a trap. I have blogged about this before, and you can see what I have to say about this below.

Danger of using cheap SEO agencies

How Long Will it Take to Rank my Website for Home Loan & Mortgage Brokers Keywords

Giving you a timeline for ranking is difficult as SEO timings depend on factors such as the age of your URL and any past SEO work. Ahrefs elaborates on this in their article; How long does it take to rank in Google, telling us that the average Top10 ranking page is 2+ years old. And those that rank at position #1 are almost 3 years old (on average). Only 22% of pages that currently rank in the Top10 were created within 1 year.

Most clients will want to rank quickly, but I always tell my clients to play the long game on Google. Look at results after we commence our SEO at the 6, 9 and 12-month mark. And, yes, it does take that long to see significant ranking improvements. But, if anyone tells you they can get you to page 1 of Google in 90 days or less, you are being scammed. When it comes to SEO timings, be prepared for the long haul and start training your mind for this as there are no quick wins. SEO must be implemented organically. If you look like you’re trying to manipulate page rank by excessive link building at the early stages, you will be found out by Google, and the results are terrible. You will end up with a Google penalty.

Moving forward

If you are thinking about starting an SEO campaign to get quality new business leads why not speak with us here at SEO Sydney Experts. We have been able to rank unbelievably competitive keywords in super hard niches. After all, just have a look at what we have been able to do for our own website for the keywords: SEO or SEO Sydney….we are # 1 . So just imagine what we can do for your Google rankings?

steven waldberg - ceo seo sydney experts

About the author

Steven Waldberg

Steven is the director of SEO Sydney Experts and is one of the founding members ( that’s over 18 years ago). He has one of the longest careers in the SEO and content marketing industry and has written for many prestigious websites, including B & T and AdNews. If you’re serious about working with someone who will dedicate 100% of himself to your business; Steven is your SEO Expert.

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