You've got a great mortgage service that you know local people need.
So, why aren't they finding you?
If your website isn't optimized for local search, potential customers won't even know you exist. There's no point in focusing your SEO strategy on the entire world if you only do business within a specific area.
It's often much easier to rank well for keywords in your local area, as you're not competing with so many other businesses.
It's been shown that 18% of local mobile searches lead to a sale within one day, and 50% lead to a store visit on the same day.
Ready to find out how to improve your local search results?
Let's do this.
1. Add your business to local directories
There are loads of online directories you can add your business to, and you're missing a trick if you haven't already.
Being listed in directories creates backlinks to your site, which boosts your ranking in search results. The higher the authority of a directory, the more your ranking will benefit.
Try to focus on well-known directories like Yelp, Google My Business, and Facebook first, and then look for smaller directories which serve your local area or niche.
Listing your company in directories gives search engines more information about your location.
This increases the chance of them showing your website to searchers located in the same area.
On top of all the SEO benefits, there's also a good chance that potential customers will find you while browsing directories.
It's a win-win!
2. Target location-specific keywords
Instead of focusing on a general keyword, like 'mortgage broker', try adding a location-specific word, to create a term like, 'mortgage broker in Texas'.
Having a place name included makes your website more likely to attract local customers.
You don't need to focus on just one location.
Experiment with the following keywords:
- Your town
- Your city
- Your province or state
- Your postal or zip code
- Slang words for nearby locations
- A specific area where you live
3. Write effective titles and descriptions
If you want to get traffic from search engines, your site's content needs to be optimized.
The title and description of posts and pages on your site are really important since they're all a searcher can see when deciding whether or not to click onto your site.
Your titles should give a clear description of what visitors can expect to find on each page.
Avoid generic titles like:
Instead, create descriptive titles which include relevant keywords, like this:
"Home | Expert Mortage Broker Texas"
Make sure meta-descriptions include your keyword too, as this will boost your ranking.
Meta-descriptions need to be less than 160 characters, so make every word count. Optimize these for both search engine robots, and click through.
4. Create a Google My Business listing
You know when you search for a business online and get a snazzy little section giving you all their details, images, and opening times?
You can get that, too.
Even better, it's 100% free.
Just sign up to the free Google My Business service and fill in your details. GMB should be the first listing source you create because it's most important.
You should include:
- Business name
- Business address
- Phone number
- Website URL
- Opening hours
Once your listing is in place, your customers will be able to find you during a Google Maps search, which can give a massive boost to your local traffic.
Searchers will be able to get your information without even leaving their Google results.
Making your business easier to find and contact = more leads and more sales.
5. Optimize for mobile search
When people are searching locally, they're often in a hurry.
They've got a problem and they want it solved - with no waiting around.
If your website isn't optimized for mobile, it will load slowly, be hard to navigate, and won't appear professional.
That's not the way to greet a new customer.
A website which is optimized for mobile will make your business stand out from local competitors, ensuring you'll never miss out on another mobile lead.
6. Encourage customers to leave online reviews
Once you've listed your business in local directories or on Google, you can start to get reviews.
Good reviews are essential.
Get in touch with customers you know will speak positively about you, and ask them to write you a review - most will be happy to.
If you notice any bad reviews online, take steps to address the issues ASAP.
Businesses with lots of good ratings and reviews will rank much higher in local search than those with none.
7. Create local search ads
Ads are a great way to get your site featured at the top of search engine results, especially if you don't have a lot of time to boost your SEO via methods like content marketing.
However, you need to create the right ads.
If you want to be found locally, your ads should reflect that.
If a customer sees two ads, both offering the service he needs, but one contains the name of his hometown, which will he pick?
That's right - the one that he knows is close by.
You could even reference local events in your ad, to keep them current and show that you're genuine.
This separates your ads from others which automatically insert a place name, even if their business isn't based there.
8. Get a promoted pin on Google Maps
Not getting as much Google Maps traffic as you'd like?
Promoted pins can change that.
They're purple, so stand out from the standard red pins.
They allow you to add links, call to actions, coupons and special offers, increasing your chance of generating new leads.
You'll also have access to detailed stats on how well your campaign is performing, allowing you to make tweaks and get better results.
9. Keep online business information updated
Almost every item in this list relies on providing up-to-date information.
There's no point wasting money on an ad campaign that gives the wrong phone number.
Directory listings are useless if they contain your old address.
Inconsistent info can hurt your search ranking - so don't fall behind on updates.
Local search can be a great source of traffic for your mortgage business.
Follow these tips to attract and retain new local customers without even leaving your office.