If you’re a mortgage broker looking to generate leads, your clients aren’t searching the world for you—they’re searching your suburb, your city and your region. That means your ability to rank locally is the difference between being on page one or invisible.
In this guide, you’ll learn how to optimise your website and online presence so you show up in local searches when it matters most. I’ll cover everything from creating valuable content to building backlinks (don’t worry, I’ll explain what those are). All this, without the jargon.
Jump to:
- Create valuable content
- Conduct keyword research
- Citations
- Competitive SEO: mortgage broker SEO
- Google Business Profile setup and optimisation
- Optimise header tags
- Optimise internal links
- Quality backlinks
- Take advantage of local SEO
Create valuable content
Local SEO works best when your content earns attention. Think beyond generic mortgage articles. Instead:
- Answer questions clients in your area are actually asking
- Create suburb or region-specific guides (e.g. “First Home Buyer Loans in Fremantle”)
- Use blog posts to explain complex topics in plain language
When content solves problems and feels relevant to your audience’s location, Google sees it as more authoritative and helpful—two factors that directly influence rankings.
Conduct keyword research
Keyword research isn’t about cramming phrases into your site—it’s about finding what your potential clients are typing into search.
In 2025, the smart move is to focus on search intent and local relevance:
- Start with tools like Google Keyword Planner, Ahrefs or SEMrush
- Target location-based terms (“mortgage broker Melbourne CBD”) alongside service-based ones (“low deposit home loans”)
- Include long-tail queries with clear intent (“best mortgage rates for first home buyers in Joondalup”)
Blend these naturally into your website copy, blog titles, and headings.
Citations
Citations are simply consistent listings of your name, address, and phone number (NAP) across the web.
To get them right:
- Make sure your NAP is identical on all platforms (no “St” in one and “Street” in another)
- Add your business to reputable directories like Yellow Pages, True Local, and industry-specific sites
- Check regularly for duplicates or outdated details
Search engines use citations to verify you’re a real, established business.
Competitive SEO
Looking at your competitors isn’t copying—it’s smart strategy.
Steps to do this well:
- Search for “mortgage broker” + your location and note who’s ranking in the top spots
- Study their content, Google Business Profiles and backlink sources
- Identify gaps in what they’re offering—then do it better
By understanding what’s working for others, you can position your own site to outperform them.
Want some other SEO tips from a financial copywriter who’s been in your shoes? Check out this article on mortgage broker-specific SEO strategies.
Google Business Profile setup and optimisation
Your Google Business Profile (GBP, formerly GMB) is the single most important local SEO asset you have.
Optimise it by:
- Filling out every field: business name, category, description, service areas, hours, website, contact info
- Adding high-quality photos (including team shots, office exterior and client events if possible)
- Posting updates regularly—think market tips, news or special offers
- Responding quickly to reviews (good and bad)
A complete, active GBP makes it easier for Google to trust and feature your business in the Local Pack.
Optimise header tags
Header tags (H1, H2, H3) give your content structure and signal relevance to search engines.
For mortgage brokers, this could mean:
- H1: “Mortgage Broker in [City]: Helping You Find the Right Loan”
- H2: “Why Choose Us for Your Home Loan?”
- H2: “Our Process”
- H3: “Step 1: Pre-Approval”
For reference, H1 = Heading 1. This promotes the most importance and is usually your article or web copy title. H2 = Heading 2, and as you’d guess is second-in-command. Use this most frequently, along with your H3 header tag.
Think of headers as guideposts for both readers and Google.
Optimise internal links
Internal links help visitors navigate and keep them engaged longer—both good for SEO.
Best practices:
- Link related blog posts to your main service pages
- Use descriptive anchor text (“first home buyer loans in Perth” instead of “click here”)
- Keep links relevant—don’t link just for the sake of it
This creates a clear site structure that search engines can follow.
Quality backlinks
Backlinks are simply links from external websites pointing to yours. It might be a link from a business directory or from a guest article you’ve written from an industry publication. Either way, backlinks remain a core ranking factor in 2025—but the quality matters far more than the quantity.
Ways to earn strong backlinks:
- Partner with local real estate agents or community groups for content swaps
- Sponsor local events and get a link on their website
- Pitch articles to regional news outlets or industry blogs
Local, authoritative backlinks signal to Google that you’re a trusted part of the community.
Take advantage of local SEO
Local SEO isn’t just one tactic—it’s the combination of everything we’ve discussed. When you:
- Publish valuable, locally relevant content
- Target the right keywords
- Maintain consistent citations
- Keep your Google Business Profile updated
- Build local backlinks
…you increase your visibility across Google Search and Google Maps, putting your mortgage services in front of the right people at the right time.
Summary Table
| Strategy | Why It Matters |
|---|---|
| Create valuable content | Builds trust, answers local questions, positions you as an expert |
| Keyword research | Targets real search terms your audience uses |
| Citations | Ensures business details are consistent across the web |
| Competitive SEO | Identifies gaps and opportunities to outperform competitors |
| Google Business Profile | Boosts visibility in Google’s Local Pack and Maps |
| Header tags | Improves content structure and relevance |
| Internal linking | Guides users, helps search engines understand your site |
| Quality backlinks | Adds authority and trustworthiness to your domain |
| Local SEO integration | Combines all efforts for maximum local visibility |
Ready to put your website on the map—literally?
Looking for a copywriter / content marketer who understands that pretty words won’t get your website found—but the tools, tricks, and SEO know-how will? Stop relying on just words—put your website in the best position to be found online.