GBP Governance
- Categories, services, products
- Review cadence & replies
- UTM’d CTAs, call tracking
Marketing & SEO for Mortgage Brokers
Mortgage Broker SEO Agency
Rank for local + program searches (FHA, VA, Jumbo, DSCR) and turn visits into calls & pre-quals. We ship GBP governance, city/program pages, and compliant CRO.
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NMLS-aware content
Top-3 City Keywords
Mortgage Leads for Brokers
Local Pack Wins
Lower CPL
We’ll deconstruct “mortgage broker [city]”, “best mortgage broker [city]”, “loan officer near me”, and “refinance [city]” so you know who wins, why, and how to outrank them.
What You Get
Four workstreams that win “mortgage broker [city]” & program searches—then convert visits into calls and pre-quals.
City Pages that Rank
- Neighborhoods, FAQs, incentives
- Internal links to programs
- Local schema + breadcrumbs
Program Pages (FHA/VA/Jumbo/DSCR)
- Timelines, doc lists, fees
- Rate/disclosure-safe copy
- FAQPage schema
CRO that Converts
- Sticky CTAs, short forms
- Trust elements (NMLS, reviews)
- Call/email tracking
Recent results
Local visibility and program rankings driven by structured content + GBP governance.
City pages live → Local visibility
45 days
+82%
Local Pack impressions (GBP)
+38%
Calls from GBP
Method: 12 city pages with neighborhood FAQs; internal links from program/blog hubs; GBP categories/services aligned; UTM’d Website/Call buttons; review request workflow; title/H1 refresh for “mortgage broker Austin TX”.
Sources: Google Business Profile Insights & call tracking.
DSCR cluster → ranking lift
90 days
Top-5
3 DSCR keywords (avg pos 12.3 → 4.8)
+64%
Organic clicks (GSC)
Method: 6 DSCR guides + FAQs; contextual links from city pages; FAQPage schema; titles targeting “DSCR lender Tampa FL”; outreach for 6 local/finance links; internal link hub → program pages.
Sources: Google Search Console (Performance) & rank tracking.
Who We Serve
We help independent mortgage brokers, multi-office groups, loan officers, and mortgage companies win local search—and turn consultations into funded loans. Our programs mirror how buyers actually search (city-modified queries and “near me”) and how you operate: compliant messaging, NMLS transparency, and review governance that lifts Google Business Profile performance and supports marketing for mortgage loan officers and broker teams alike. We support independent brokers, LO teams, and marketing for mortgage companies operating across multiple states.
Your information architecture combines state → city → (neighborhood) pages, program pages (Purchase, Refinance, FHA, VA, Jumbo, bank-statement), and education hubs (first-time buyer, refi basics, “rates explained”). Clean internal linking and clear CTAs connect discovery to calls, meetings, and completed applications.
Hard-money or DSCR lender? See our Private Lenders SEO program →
How Homebuyers Search (and Where to Capture Demand)
Most journeys start broad, then narrow by city or “near me.” Winning sites map each intent to the right page type: city/metro pages for discovery, program pages for FHA/VA/Jumbo/purchase/refi, and FAQ/PAA-style blocks for common questions (credit, docs, down payment, timelines). “Rates explained” content should be educational, time-stamped, and non-promissory, with drivers like credit score, product type, LTV/DTI, loan size, and market conditions.
Intents we target
- mortgage broker [city] / loan officer [city] / near me
- first-time homebuyer help [city]
- refinance [city]
- FHA / VA / Jumbo mortgage [state]
Page types that win
- City/metro pages (broker/LO credibility + neighborhoods)
- Program pages (eligibility, docs, timelines, expectations)
- Educational FAQ pages (credit, DTI, app steps, fees)
- “Rates explained” (drivers & timestamps; no offers)
The Mortgage Marketing Playbook
Our SEO services for mortgage brokers pair location silos with GBP optimization to win city demand and convert it with compliant funnels.
Location Silos
State → City → (Neighborhood) pages with consistent templates, localized FAQs (closing timelines, common doc questions), and internal links from city → program pages. Publish top metros first; expand monthly. This wins mortgage broker [city], loan officer [city], and “near me” demand.
Program Silos
Purchase, Refinance, FHA, VA, Jumbo, Bank-Statement. For each: who it’s for, eligibility, documentation, timelines, and “what to expect.” Keep language advisory, not promissory. Link laterally to calculators and relevant city pages so visitors can validate locally.
Google Business Profile for Brokers & LOs
Correct category (Mortgage broker), service areas, hours, photos, review velocity, and UGC policy compliance. Tie each GBP to a city page to lift Local Pack placement.
Content & Schema
Author-backed guides (First-Time Buyer 101, Refi Basics), FAQPage, BreadcrumbList, and Service schema. Use update dates and ownership. Interlink metros ↔ programs ↔ guides to reinforce topical depth.
SEO Services • GMB / GBP Optimization • Content • Link Building
How We Execute (First 90 Days)
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Month 1 — Foundation & Visibility
- Technical cleanup; GA4/CTM/Calendly events for calls, forms, bookings
- Keyword map & IA; wireframes for city/program templates
- Publish: 2 city pages + 1 program page (e.g., DSCR or FHA)
- GBP fixes: category, services, service areas; launch review cadence
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Month 2 — Expansion & Relevance
- Publish: 4 city pages + 2 program pages (VA/Jumbo/etc.)
- Internal linking pass: hub ↔ city ↔ program ↔ guides
- Review engine live; CRO pass on sticky CTAs & 3-step form
- Local citations & profile alignment; begin outreach
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Month 3 — Scale & Optimization
- Publish: 4 city pages + 2 program pages (priority metros)
- Authority placements & PR hooks; add
FAQPageschema - Refine titles/meta; UX/CRO passes; reinforce internal links
Compliance & E-E-A-T for Mortgage
Mortgage is YMYL, so we emphasize Expertise, Experience, Authoritativeness, and Trustworthiness. Pages are authored or reviewed by qualified SMEs and use responsible, non-promissory language. We include clear disclosures, licensing references where applicable, and visible update dates so readers (and Google) know when guidance was last reviewed. Our editorial workflow—topic scoping → SME draft → compliance review → final QA—keeps content accurate, readable, and aligned with platform policies.
We define assumptions (credit, income, DTI/LTV) in plain English, avoid guarantees, and keep “rates explained” educational with real drivers (credit score, product type, loan size, market conditions). Content is versioned with dates and owners and put on a recurring review cadence—strengthening trust and Local Pack visibility.
Why Brokers Pick Us vs Lead Aggregators
If you’re comparing mortgage lead companies (even the best mortgage lead generation companies), here’s why many brokers shift spend toward owned demand as SEO and Local Pack visibility scale.
- Higher-quality, exclusive inquiries. Traffic comes from your brand, city pages, and programs—leads aren’t resold. Close rates improve because intent and messaging match your process.
- Lower CPL that compounds. Paid lists can fill early gaps, but owned channels (SEO + GBP + reviews) reduce cost-per-lead over time and keep working long after a campaign ends.
- More control & compliance. You own the funnel: disclosures, NMLS transparency, tracking, and a review cadence that strengthens Local Pack placement and brand trust.
FAQs
Straight answers for brokers and LO teams comparing SEO, PPC, and Local Pack strategy.
What is mortgage broker SEO?
It’s the playbook to win local and program searches—optimizing your Google Business Profile (GBP), building city pages and program pages (FHA/VA/Jumbo/DSCR), earning reviews, tightening internal links, and tracking calls/forms. The goal: surface for “mortgage broker [city]” and program intent, then convert visits into calls and pre-quals.
How long does mortgage SEO take?
Expect 30–45 days for GBP visibility lift and branded CTR; 60–120 days for competitive non-brand terms to move; then compounding gains over 3–6 months with steady city/program content, reviews, and links. Timelines vary by market competition and content velocity.
Is SEO or PPC better for mortgage brokers?
Run both. PPC gives immediate tests and lead flow; SEO compounds—capturing always-on demand with lower blended CPA and stronger trust signals (reviews, recency, author). Most brokers keep PPC for surge capacity while SEO becomes the durable channel.
Do individual loan officers need a GBP profile?
Only if they’re public-facing with a unique name/phone at a verifiable address (or properly set up as a service-area practitioner). Coordinate with the branch listing to avoid filtering, and align categories, services, and reviews across profiles.
How do city pages help rank for “mortgage broker [city]”?
They match local intent with neighborhoods, incentives, FAQs, reviews, and internal links to program pages. Add clear CTAs, local schema, and breadcrumbs. City pages outperform generic “service areas” and feed relevancy signals to your GBP.
Get Your Free SERP Teardown
We’ll review your top searches, competitors, and gaps—then outline a practical plan to grow qualified applications. Expect clear priorities for your first 90 days. If you’re comparing mortgage marketing companies or shortlisting SEO companies for mortgage brokers, this teardown shows exactly how we’ll drive results.