Generating new leads is important to all mortgage brokers, but when do you find the time? Enter Search Engine Optimization (SEO). SEO is a technique used by business owners and marketers around the world to gain prospects by increasing website traffic through search engines, like Google and Bing. Brokers, too, can benefit from SEO, driving traffic to a website or landing page and generating leads, even while sound asleep.
How SEO Works
Search engines use algorithms to sift through millions of web pages across the Internet, filtering the best results, and presenting them in order based on what the user is searching for. Studies have shown that the higher you rank in search engines like Google and Bing, the better your likelihood of getting clicks to your site. SEO influences the algorithm, giving your website a better ranking, which leads to more clicks when someone searches within our industry.
So how can this help? Great SEO can position your website high enough in the search results to attract visitors and direct leads your way. There are numerous variables that search engine algorithms use to select and rank websites. The most important is the frequency of keywords, the amount of internal links and the occurrence of external links on other websites that point to your site. The following steps will teach you how to implement effective SEO techniques so that you can start generating leads at all hours of the day.
Step 1 – Research Keywords
First, research keywords specific to your audience. Keywords are the most popular words that your audience searches for because these phrases are most associated with your specific industry. For example, keywords for mortgage brokers should include “mortgage” and “homebuyer.”
The easiest way to find the best keywords is with Google Keyword Planner, a free tool that will estimate the popularity of any search phrases. All you need is a free Google AdWords account to gain access.
Step 2 – Implement Keywords
Once you have figured out which keywords your potential customers will be searching for, you should add the keywords to various sections of your website. Incorporate into sections like page titles, paragraph headings, URLs, About Us pages and service information.
One restriction to keep in mind is that search engine algorithms recognize and flag an irregularly high number of similar keywords on one page. Because of this, the best practice is to keep keyword distribution organically embedded in content, not stacked on top of each other and hidden around the webpage.
Step 3 – Emphasize Location
People commonly search for businesses “near me” or list a specific location along with their keyword search. The practice is often used to find mortgage brokers, so including the area of your reach is necessary to get the most out of your SEO. Be sure to include your complete address in your About or Contact Us sections of your site.
Setup a free Google My Business account to ensure that Google has your correct location information and you show up in local search and on Google Maps. Visit www.google.com/business to create your free account.
Associate yourself with specific locations to add a layer of reciprocity for your customer’s first impression, giving them more confidence to reach out.
Step 4 –Start a Blog
While it may seem intimidating if you do not write often, or feel you don’t have time to write, a blog can have a massive return on investment. Blogs are the best (free) SEO tactic. Blog topics can be about anything from interest rates to a better technique for getting an appraisal— as long as it’s noteworthy and something that people will want to share. You can gather links from other sources and comment on relevant articles to create fresh content for your blog.
A blog has many SEO benefits; for starters, including numerous pages with related topics and text will make your website keyword rich, increasing the likelihood of high rankings. Blogs are also a terrific opportunity to add internal links, another calculated variable that search engines algorithms use to rank your site. Including links to other blogs or pages around your site, such as citing an older blog about interest rates in a new article about interest rates to show a comparison over time, will also improve your rank.
Your blog will give visitors another reason to visit and share your site. Similarly, external links can boost your SEO ranking. Meaning, when another website includes a link to your site on theirs it adds to your credibility — potentially giving you an edge over the competition.
While keywords are a great way to improve your search ranking, adding a location and an actual voice (or personality), via blog articles, can also give your business better results. By following these steps, leads could start coming to you, saving you time from chasing them.
Freedom Mortgage Wholesale has a team of mortgage experts to help you and your borrowers. To learn more about our loan programs or to become an approved broker with us, visit freedomwholesale.com.