If you’re a mortgage broker trying to generate more leads online, you’ve probably heard that SEO is essential. And it is — but not in the spammy, keyword-stuffing way many people think.
Search Engine Optimisation (SEO) is simply about helping the right people find your business when they’re searching for the things you offer — home loan advice, refinancing options, investment lending, or answers to common questions like “Is now a good time to fix my rate?”
Done well, SEO brings you qualified, ready-to-talk leads — people who trust you before they even pick up the phone. Better still, these leads didn’t come from expensive ads. They found you organically, because you had the most helpful, relevant content.
This guide walks you through simple, actionable SEO strategies tailored to mortgage brokers. Whether you’re just starting out or looking to improve an existing site, these tips will help you attract more of the right people and build trust at scale.
Let’s dive in.
Jump to Section
• Why SEO matters for mortgage brokers
• Keyword research (with a human twist)
• Keyword placement (without sounding like a robot)
• Google Business Profile tips
• Content is the engine, not the afterthought
• The future of SEO (AI and LLMs)
What is SEO and why should brokers care?
Search Engine Optimisation (SEO) is the practice of improving your website so that Google (and other search engines) can find it, trust it and show it to people who are looking for what you offer.
For mortgage brokers, that means appearing when someone searches things like:
- “Home loan broker Perth”
- “Best mortgage rate for doctors”
- “What’s the difference between a variable and fixed home loan?”
Unlike digital ads, where you pay to be seen (and often attract tyre-kickers), SEO brings in higher-quality leads — people who are actively searching for a solution and are more likely to convert.
Why does SEO matter for mortgage brokers?
Most brokers are told to throw money at Google Ads or social campaigns — and yes, they can work. But the volume of leads you get from ads often comes with very low qualification ability.
With SEO, your leads come to you. They’ve searched for a specific solution, found your content, and already trust you before you even speak. If you’ve written a blog that answers their question clearly, or explained a product in plain language, then you’re already ahead of the next broker on their list.
SEO techniques for brokers (that actually deliver leads)
Keyword research (with a human twist)
You’ve probably heard “do keyword research” a hundred times. But here’s the thing — keywords aren’t everything.
Yes, you should absolutely use tools like SEMrush, Ahrefs or Google Keyword Planner to uncover data-driven terms. But numbers mean little if you’re not tapping into real human problems.
That’s why I use a tried and tested keyword research strategy — blending search volume and keyword difficulty with insights from:
- Reddit threads
- Facebook groups
- Google’s “People Also Ask” section
- Live client conversations
This tells me what your audience actually wants to know — not just what they’re typing into a box.
Keyword placement (without sounding like a robot)
Old-school SEO meant cramming your keyword in every second sentence. Thankfully, those days are dead.
These days, it’s all about natural language. Place your keywords organically in:
- Headings and subheadings
- Page titles and meta descriptions
- Body copy, but in a way that actually reads well
Pro tip: When you know your stuff — like I do with financial services — keywords naturally flow into your copy. That’s why brokers prefer working with someone who’s already fluent in this space. I don’t just write for rankings — I write to convert.
Your Google Business Profile matters more than you think
If you want to show up on Google Maps or in local searches, your Google Business Profile (GBP) is non-negotiable.
Here’s what to get right:
- Fill out everything: hours, address, service areas, business categories
- Write a keyword-friendly business description
- Add service listings with relevant terms
- Upload high-quality images
- Collect as many client reviews as possible (and respond to all of them)
This helps build trust with Google — and with people who are checking you out. Want to learn more? This article on boosting mortgage broker local SEO is a must-read.
Content is the engine
Too many brokers are told “just fix your SEO” as if that’s separate from what’s on the page. It’s not.
Great SEO needs great content. Full stop.
What kind of content?
- Home and services pages written with clarity and purpose
- Landing pages for each service or client segment (first home buyers, SMSF borrowers, medical professionals)
- Educational resources (PDFs, calculators, whitepapers)
- Lead magnets like guides, checklists and downloadable brochures
Search engines run on words. Don’t skimp on them.
Blogging consistently means better leads
Blog posts are the long game — but they’re a game worth playing.
When you post helpful, relevant articles consistently (weekly or fortnightly), you signal to Google that:
- You know your stuff
- You care about your audience
- You’re actively improving your website
Expect 6–12 months before you see major traction. But when it hits, it sticks. One blog post might continue bringing in leads years from now.
“But what about AI, LLMs and the future of search?“
Valid question. You might be wondering:
“Won’t search engines become outdated once everyone’s using AI like ChatGPT or Gemini to find information?”
Truth is — we don’t know yet. AI search is growing, but it’s still early days. The good news?
Your SEO efforts also help you show up in AI-generated answers.
Domain age and trust
If you bought your domain yesterday, Google’s going to take some time to get to know you. But if your domain has been live for years — even if it’s been quiet — you’ve already got a trust head start.
Now’s the time to:
- Refresh your website copy
- Add blog posts and landing pages (these 15 landing pages are a must-have for brokers)
- Clean up broken links
- Submit your sitemap to Google Search Console
Trust takes time. But time is also your greatest SEO multiplier.
Relevant backlinks
Backlinks are when another site links to yours. They’re like “votes” of credibility in Google’s eyes.
As a mortgage broker, try to:
- List your site on reputable directories
- Get listed in local or finance-specific blogs
- Ask partners and clients to link to your site (if it makes sense)
- Ensure they’re dofollow (so Google counts them)
Forget spammy backlink schemes. Relevance is what counts.
Clean websites, clean results
A beautiful website isn’t just for aesthetics, although website design is crucial for professional services. Google pays attention to:
- Load speed
- Mobile responsiveness
- Logical navigation
- Alt text on images
- No broken links
Even the best copy won’t perform if your site’s clunky or slow.
Your author bio and E-E-A-T
Every blog post should include an author bio (see mine here)— ideally linking to a full page with:
- Your name, title and contact info
- A short, trust-building summary
- Links to your social media
- All your blog articles
Why? Because of E-E-A-T — Google’s framework for judging content quality:
- Experience – Have you lived it?
- Expertise – Do you understand it?
- Authoritativeness – Are you a known figure in your field?
- Trustworthiness – Are you reliable and transparent?
In an industry like finance, this stuff really matters.
Mortgage-broker-specific SEO tricks
- Create landing pages for each lender you deal or service you provide with (“Home loans with ANZ”, “Refinancing with Macquarie”)
- Add location pages (“Mortgage broker in South Perth”, “SMSF finance broker in Fremantle”)
- Optimise for client types (“Mortgage broker for doctors”, “First home buyer mortgage tips”)
- Build a FAQ page based on actual client questions — it’s gold for SEO
- Use schema markup to help Google understand your content better
- Add client testimonials (with permission) to key pages
My top SEO tips for mortgage brokers
| Technique | What to Do | Why It Matters |
|---|---|---|
| Keyword Research (GROWTH) | Use Google, Reddit, Facebook groups, forums and client conversations to find questions people are asking. Validate ideas with SEMrush or similar tools. | Combines data with real human behaviour — ensures your content speaks to what people actually want to know. |
| Keyword Application | Use keywords naturally in headings, copy, URLs, meta descriptions and image alt text. Include variants and related terms. | Helps Google understand your content while keeping it readable and persuasive. |
| Google Business Profile | Fully complete your GBP with accurate info, relevant keywords, images and client reviews. | Strengthens local SEO, boosts trust, and increases your chances of showing in map and near-me results. |
| Content Strategy | Build out SEO-focused landing pages, lead magnets, guides and product copy. | Words are what Google indexes. Good content converts, educates and builds long-term visibility. |
| Consistent Blogging | Publish blog posts weekly or fortnightly. Focus on education and evergreen questions. | Signals authority, improves rankings over time, and generates leads long after publishing. |
| Domain Age Trust | If your domain is new, be patient. If it’s older, build on it with fresh content and SEO fixes. | Time is a multiplier — older domains with good content rank faster. |
| Backlinks | Get links from partners, local blogs, directories and associations. Focus on relevance and dofollow links. | Backlinks act as trust signals to Google — but only if they’re relevant and not spammy. |
| Website Quality | Ensure fast load times, mobile responsiveness, clear navigation and no broken links. | A clean, fast, user-friendly site improves SEO and lowers bounce rate. |
| Author Bios & Author Pages | Add bios to every blog post and link them to a full author profile with contact details and social links. | Builds trust and supports Google’s E-E-A-T framework. |
| E-E-A-T Principles | Demonstrate Experience, Expertise, Authoritativeness and Trustworthiness in your copy. | Google uses E-E-A-T to judge the quality and reliability of content — especially for financial topics. |
| Client-Type Landing Pages | Create pages for different audiences (e.g. doctors, first home buyers, SMSF clients). | Helps capture long-tail searches and improve conversion rates. |
| Lender-Specific Pages | Captures niche searches and builds trust for clients researching those lenders. | |
| Local SEO Pages | Target specific suburbs or regions with their own landing pages (e.g. “Mortgage Broker in South Perth”). | Improves local visibility and helps capture nearby searchers. |
| FAQ Page | Compile actual client questions into a single optimised FAQ page. | Great for long-tail SEO and voice search queries. |
| Schema Markup | Add structured data to your site using tools like Rank Math or Schema.org. | Helps Google better understand your content and can improve how your site appears in search results. |
Ready to boost your organic leads?
SEO doesn’t have to be a mystery. And it doesn’t have to be invasive, spammy or expensive.
With high-quality copy, smart content planning and a clear SEO strategy, finance experts like you can build long-term visibility and attract better quality leads to your mortgage broking business — without paying Google for every click.
I’m a financial copywriter. And I help brokers across Australia do just that.
Want to chat about SEO and copy that works for humans (and Google)?