SEO for Mortgage Brokers

Be the broker they find when it is time to borrow.

Most mortgage brokers rely on referrals, and when referrals slow down, so does the pipeline. Meanwhile, thousands of people search Google every month for “mortgage broker [suburb]”, “first home buyer broker”, “refinance home loan” and “self-employed home loan”.

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Packages from $995/mo excl. GST. Month to month. No lock-in.

Mortgage Brokers SEO at a glance

Who it’s forMortgage and finance brokers
Biggest challengeCredit advertising requirements and trust
What we focus onYour compliance with ASIC guidance and aggregator rules
What we report onEnquiries, calls and bookings, not just rankings
Brands I work with
Bundilla Pest Control
South Pacific Bridal
Primary Place Buyers Agency
Link Signs
Roberts Litigation
The Flower Crew
Malin Friends Kindergarten
Sunshine Coast Solar Panel Cleaning
Mid Valley Septics
East Coast Embroidery
What’s included

What you get with mortgage brokers SEO.

01

Google Business Profile for brokers

Correct categories, services, booking link and a steady flow of genuine client reviews, so you show up when locals search for a mortgage broker.
02

Pages for every borrower type

Dedicated pages for first home buyers, refinancing, investors, self-employed borrowers, construction loans, upgraders, commercial and asset finance, matching how people actually search.
03

Helpful, compliant content

Plain-English guides on borrowing, deposits, grants and refinancing, written to rank and checked against credit advertising requirements before publishing.
04

Broker profile and trust signals

A strong About page and broker profile, with your credit representative and licence details, qualifications, memberships (e.g. MFAA or FBAA) and lender panel.
05

Local SEO

Local pages and citations for the areas you serve, so you rank for “mortgage broker [suburb]” searches.
06

Enquiry and appointment tracking

Calls, forms and booking clicks tracked properly, so every month you can see how many enquiries came from Google.
Results

What happens when the basics are done properly.

2x

Organic leads in 6 months

Wedding planner · Cairns
2x

Organic keyword rankings in 3 months

Lawyer · Brisbane
#3

Primary focus keyword in 2 months

Florist · Sydney
Why it’s different

Different searches need different pages.

Local

“mortgage broker near me”, “mortgage broker Maroochydore”

Google Business Profile, reviews, local pages
Borrower type

“first home buyer mortgage broker”, “self-employed home loan”, “low doc loan”

Dedicated borrower pages
Goal

“refinance home loan”, “how much can I borrow”, “investment property loan”

Helpful guides with clear next steps
Research

“first home owner grant Queensland”, “LMI explained”, “broker vs bank”

Accurate, up-to-date guides
Rules you work under

Get the compliance basics right

Your website is credit advertising. Common requirements brokers need to check:

  • Licence details: credit licensees must show their Australian credit licence number in advertising, and many aggregators require a licensing statement on broker websites (e.g. “[Name] is a Credit Representative ([number]) of [Licensee], Australian Credit Licence [number]”). Use the wording your aggregator approves.
  • Interest rates: if you advertise a rate, check the comparison rate and warning requirements before publishing.
  • No misleading claims: avoid “lowest rates guaranteed”, “best broker” or approval guarantees.
  • General advice warnings on educational content.
  • Aggregator approval: many aggregators require new marketing content to be reviewed. Build that step into your content process.

General information only. Confirm current requirements with your aggregator’s compliance team and ASIC guidance (including RG 234).

The playbook

The mortgage brokers SEO playbook.

1

Set up your Google Business Profile

  • Primary category: Mortgage broker
  • Secondary categories (only those you offer): Loan agency, Financial planner (only if you’re licensed to give financial advice)
  • Services: “First home buyer loans”, “Refinancing”, “Investment loans”, “Construction loans”, “Self-employed loans”, “Commercial loans”, “Car & asset finance”
  • Booking link: connect your calendar so people can book a call directly
  • Reviews: ask every settled client. Reviews mentioning the loan type and suburb help most.
  • Address: if you work from home or visit clients, use a service area and hide your address
2

Build pages for each borrower type

3

Publish helpful, accurate guides

  • “How much deposit do I need for my first home in Queensland?”
  • “First home owner grants and schemes in Queensland (updated [month year])”
  • “When should I refinance my home loan?”
  • “Mortgage broker vs bank: what’s the difference?”
  • “Self-employed home loans: what lenders look for”

Keep them current. Grants, schemes and lending policies change often. Put a “last updated” date on every guide, and review it whenever rules change.

4

Build trust and authority

  • A detailed broker profile: experience, qualifications, memberships (MFAA or FBAA), lender panel and your story
  • Reviews on Google and broker review platforms
  • Referral partner pages (accountants, real estate agents, builders, financial planners), which often lead to links
  • Local community involvement and sponsorships
Reviews

Don’t take my word for it.

★★★★★

“I think you are a great presenter, and there is a need in the market, especially in the agency world, for agency owners to invest in facilitated team training rather than self-driven online training offered by platforms. This is great for team culture and better for professional development.”

Darren · Chilli Marketing
★★★★★

“We engaged Annabelle to provide SEO and digital marketing support from the commencement of our practice and have been very pleased with their work. They are reliable, deliver on their commitments, and communicate clearly and professionally. They have demonstrated a strong understanding of our business and have gone above and beyond in their support.”

Brodie Roberts · Roberts Litigation, Brisbane
★★★★★

“Annabelle has been wonderful to work with on our SEO and blog content. She has taken the time to really understand our business, our target market and the style and tone we want to present through our website and online presence. The blogs and SEO work she produces feel tailored to our business rather than generic content.”

Peter · South Pacific Bridal
Your first 90 days

A sensible order of work.

MONTH 1

Foundations

Tracking, Google Business Profile and technical fixes.
MONTH 2

Your highest-value service

One excellent page for the work you want most, with proof, process and FAQs.
MONTH 3

Trust and authority

Reviews, listings, a first authored article and outreach.
Everything ALC does

One strategist. The whole search toolkit.

Mortgage Brokers SEO sits on top of the same services every ALC client can draw on, so nothing needs a second agency.

Common problems we fix

Where most mortgage brokers sites are leaking enquiries.

  • An aggregator template website with generic content shared by hundreds of brokers
  • No pages for specific borrower types
  • Out-of-date grant and scheme information
  • Missing or incorrect licensing statements
  • Rate advertising without the required comparison information
  • No reviews strategy
  • Relying entirely on referrals, with no organic pipeline
Pricing

What mortgage brokers SEO costs.

ALC packages start at $995 per month, are month to month and have no set-up fees. Most businesses suit Rise; larger or multi-location businesses suit Thrive.

Bloom

$995/mo
  • Focused starting package
  • Google Business Profile
  • Monthly reporting

Rise (suits most)

$1,499/mo
  • Regular content
  • Authority building
  • Monthly reporting

Thrive

$1,999/mo
  • Higher content volume
  • Multi-location support
  • AI search visibility

Prices excl. GST. See the full breakdown.

FAQs

Questions mortgage brokers ask.

What is SEO for mortgage brokers?

SEO for mortgage brokers is the process of getting a broking business to appear in Google search and Google Maps when people look for a mortgage broker, home loan help or borrowing information in their area. It includes your Google Business Profile, borrower-type pages, helpful guides and reviews.

Is mortgage broker marketing different from SEO?

SEO is one part of mortgage broker marketing. Marketing also includes referral partnerships, social media, email to your database and paid ads. SEO builds a pipeline that doesn’t depend on referrals or paying per click.

What compliance do mortgage broker websites need?

Commonly, a licensing statement with your credit representative and Australian credit licence numbers, comparison rate information if you advertise rates, and no misleading claims. Confirm current requirements with your aggregator and ASIC guidance.

How long does SEO take for mortgage brokers?

Most brokers see early movement in local search within two to three months. Competitive searches like “mortgage broker [city]” usually take six months or more.

Do you lock brokers into contracts?

No. All ALC SEO packages are month to month with no set-up fees.

Latest Insights & Strategy Guides

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