To some, SEO can feel like a foreign language. Especially if you’re a finance expert more comfortable with numbers than keywords. But to the mortgage brokers without a digital marketing degree — fear not! You don’t need a tech background to grasp the essentials of SEO.
This guide will break down the search engine optimisation basics, empowering you to enhance your online presence and attract potential clients without relying on a high-price-tag digital marketing agency.
By the end of this short article, you’ll know how to prioritise your marketing for SEO, apply necessary on-page fixes and track your progress effectively.
Jump to:
Content Is Key (And Trustworthy) | On-Page Basics | Local SEO For Financial Businesses | Off-Page & Technical Best Practices | Monitor Performance
Content Is Key (And Trustworthy)
In finance, where trust is paramount, creating high-quality content is non-negotiable. Google prioritises content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
Here’s how you can make sure your content meets these standards:
- Focus on Quality: Your articles should be well-researched and accurate, providing genuine value to your readers.
- Keyword Research: Use tools to discover what financial topics people are actually searching for. Tailor your content to meet these needs.
- Answer User Needs: Create detailed blog posts or guides that tackle specific financial questions, offering actionable advice.
On-Page Basics
Once you’ve crafted your content, it’s time to ensure it’s optimised for search engines and users alike. Here are the key elements to focus on:
- Use H1 Tags and Meta Descriptions: Your main title should be clear, and compelling meta descriptions can significantly boost click-through rates.
- Optimise for Mobile: With a majority of web traffic coming from mobile devices, ensure your website is responsive and user-friendly on all devices.
- Improve Page Speed: A slow website can deter visitors. Use tools like Google PageSpeed Insights to identify ways to enhance your site’s loading times.
Local SEO For Financial Businesses
If your financial services are tied to a physical location, local SEO is crucial. Here’s how to boost your visibility in local searches:
- Claim Your Google Business Profile: Optimise your local listing with accurate information, including your address, phone number, and services.
- Encourage Local Reviews: Positive reviews can enhance your credibility and improve local rankings. Ask satisfied clients to leave feedback.
Off-Page & Technical Best Practices
SEO isn’t just about what’s on your site; it’s also about what happens off it. Here are some strategies to consider:
- Build Quality Backlinks: Aim to get backlinks from reputable sources, signalling to search engines that your content is trustworthy.
- Ensure a Secure Website: A secure website (HTTPS) is essential, especially in the finance sector.
Monitor Performance
Finally, regularly track your SEO efforts to see what works and what doesn’t. Tools like Google Search Console can help you:
- Identify which keywords bring traffic.
- Discover areas needing improvement, allowing you to refine your strategy over time.
If you’re unsure if your website is linked to Google Analytics or Google Search Console, just get in touch. I can take a quick look without even logging into your website’s backend.
SEO in a Nutshell
| Section | Takeaway |
|---|---|
| Content Is Key (And Trustworthy) | High-quality, trustworthy content is essential for SEO success in finance. |
| On-Page Basics | Optimise titles, ensure mobile-friendliness, and improve page speed. |
| Local SEO For Financial Businesses | Claim your Google Business Profile and encourage local reviews for better visibility. |
| Off-Page & Technical Best Practices | Build quality backlinks and ensure your website is secure. |
| Monitor Performance | Use tools to track SEO performance and refine your strategy accordingly. |
Think all of this is beyond you? Or that your time could be better spent focusing on your business? To be honest, you might be right.
Finance experts have full plates (I should know — I was a mortgage professional for the better part of a decade). And while SEO and content marketing are great skillsets for any business owner to possess, it’s often best to leave it to the pros.
Find out how to get the most out of your website with proven SEO tactics — and without lifting a finger.