Making Sure Your Mortgage Business Shows Up in the SERPs
In all likelihood, you already have a website for your mortgage business, which is a great first step when it comes to marketing your company online. In fact, it’s difficult to survive in this day and age without a website, as it is the main way in which potential customers will find you.
The problem, of course, is that the mortgage business is a highly competitive industry, and most people only look at the first few results when they do a Google search for mortgages (or for any other term, for that matter). So, what can you do to optimize your website to boost your ranking in Google results? Read on and find out.
1) Target Local Keywords in the Mortgage Industry
Yes, you want to rank for words like “mortgage,” “mortgage loan,” and “cheap mortgage rates,” and you should have these keywords or keywords like them on your page. But making these types of keywords the main focus of your targeted Search Engine Optimization (SEO) approach could essentially be a waste of time. This is because giant mortgage companies with far deeper pockets than yours will always dominate the search results for these types of queries.
Your goal as a smaller mortgage company should be to target local keyword phrases that are not likely to appear on the pages of big mortgage companies, like “how do I get a mortgage in Missoula, Montana?” or, “Lancaster, PA affordable home loans,” for example.
2) On-Page Factors Related to the Mortgage Business
On-page factors, besides the targeted keywords in your content, include things like Meta information (Title tags and meta descriptions that the Google algorithm looks at first) and name, address and phone number information, which is unique information that will allow you to rank for local searches.
You’ll want to include this “NAP” information anyway, as customers like to see that there is an actual office they can go to and people they can contact by phone when they are looking for a mortgage lender.
3) Citations on Other Mortgage-Related Sites
Getting your website on other sites that link back to you is a great way to boost your status in the eyes of Google. That means claiming your space on everything from Google My Business to Yelp to Realtor.com, Trulia, Homes.com and Zillow.
If you already have claimed space on these sites and it doesn’t seem to be boosting your results, then you may need to provide complete information. It’s especially important on a site like Google My Business to provide as much information about your business as possible.
4) Customer Reviews
Internet reviews are often the driving force for consumers when choosing between competing businesses today. You want as many reviews as you can possibly get online, as this can really boost your results as well as get people excited about using you as a mortgage lender.
Of course, they have to be good reviews. It’s important to provide quality service as well as monitor your review pages carefully and publicly address any complaints or issues leading to below-average reviews that someone may have posted.
5) Automated Review Gathering
Because reviews are so important, it’s a good idea to set up an automated system for gathering and promoting reviews. This is code that automatically asks clients to go to a review site and post a rating and review, and then posts that review online where any potential customer can see it. You may wish to offer an incentive for posting a review online.
While Google makes it difficult to know exactly what will give your site a leg up in the results pages, these are tried and true methods that should help your marketing efforts, irrespective of the level to which they move you up in search results.
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