Mortgage SEO
SEO for Mortgage Brokers, From First-Time Buyers to Landlords
Our SEO for mortgage brokers and advisers helps your firm get found by clients seeking an adviser nearby and by those reading up on a remortgage, a first home or a buy-to-let. We cover Google's results, each office's map pack place through local SEO, and answers from AI assistants like ChatGPT, using senior SEOs only.
- Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
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Some of the brands we have worked with
Who this is for
Mortgage brokerages and advisers we work with
Brokerages with high-street offices
Clients wanting advice close to home search for a broker or advisor "near me", and Google answers with a map pack. Each office needs a complete profile there, backed by a page per mortgage type.
First-time buyer specialists
Most "first time buyer mortgage" searches happen at a desk, by people reading up before buying. Guides under a named adviser suit them, and AI answers favour a named author over an anonymous page.
Buy-to-let brokers
Most "buy to let mortgage" searches come from a phone, with paid ads top and bottom plus an AI Overview. A page answering a landlord's question in its opening lines gives that Overview something to draw on.
Brokers for self-employed clients
Self-employed clients look for brokers by that need, typing "mortgage broker for self employed" or "best mortgage broker for self employed". If you take those cases, a page on how you handle them gives those searches a home.
What we do
Broker or advisor: how the two searches differ
Clients looking for help nearby type one of two words, and in Ahrefs UK data (September 2026) the searches differ. "Mortgage broker near me" draws about 2,800 a month, a third of them from phones, and its results show paid ads top and bottom besides a map pack. "Mortgage advisor near me" draws about 2,400, 57% on phones, with a map pack and no ads recorded. One client judges an office from a desk, the next from a phone; both searches rate above 60 out of 100 for difficulty.
What our mortgage broker SEO covers
Office profiles and reviews
Through our Local SEO service, each office's Google Business Profile is completed for both map packs. Reviews count there, and clients even search how to write one for their broker, so advisers get a routine for asking.
A page per mortgage type
First-time buyer, remortgage and buy-to-let each get a page worded the way clients search, and town pages where your offices advise lead with the mortgage wanted there: remortgages in one town, first-time buyers in the next.
Guides written with your advisers
Clients ask "what is a whole of market mortgage broker" and "how long does a mortgage application take through a broker". We draft each answer with the adviser who handles those cases; it runs under their name once compliance approves.
Site health on desk and phone
Mortgage searches split between desktops and phones, so we test each mortgage page on both for speed and Core Web Vitals, then clear schema errors, indexing gaps, broken links and thin or orphaned pages.
AI answers matched to your cases
An assistant asked about a remortgage or a self-employed application is likelier to name you when your site and listings agree on the cases you take. Our Generative Engine Optimisation programme aligns them and tracks those prompts monthly.
Finance-wide searches and insurance broking belong to SEO for Financial Services and SEO for Insurance Brokers.
Who Google shows for "remortgage"
Product searches are bigger and rated easier: "buy to let mortgage" draws about ten times the searches of "mortgage broker near me", and it and "remortgage" score 22 for difficulty against 62 in the same data. The results page tells a different story. When Ahrefs checked "remortgage" on 15 September 2026, MoneySuperMarket and Compare the Market held the top two places, lenders and money guides filled the rest, and no broker's own site made the ten. Its AI Overview cited MoneySuperMarket, NatWest, Compare the Market, Pepper Money and Santander. Our SEOs have ranked sites against MoneySuperMarket, and we study results like these before planning product pages.
How it works
How SEO for a mortgage broker runs, month by month
On-page and technical fixes usually show inside four to eight weeks, with profile corrections among the early wins; contested searches like "mortgage broker near me" can take six to twelve months.
Related sectors
More Professional Services sectors
SEO for Estate Agents
Before a vendor books a valuation or a landlord signs with a letting agent, there is often a search on Google, on Maps or with an AI assistant such as ChatGPT.
SEO for Law Firms
SEO for law firms means getting a practice found for the areas of law it handles, by clients searching Google, its map pack or AI assistants such as ChatGPT.
SEO for Accountants
When someone needs a tax return filed, payroll run or their books kept, they search for it, often with a town or "near me" attached.
SEO for Architects
Most of the architect searches we measured are made at a desk, and some clients now ask an AI assistant who to use.
SEO for Financial Services
We do SEO for financial services firms, from independent financial advisers and planning practices to providers selling nationally.
SEO for Insurance Brokers
We do SEO for insurance brokers, and for insurance companies selling cover direct.
Insights
Latest guides
How to Measure Success From Generative Engine Optimisation
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How Much Traffic Can AI Search Generate for Your Business?
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Is GEO Worth Investing In? A Business Case for AI Search Optimisation
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Google’s AI Overviews: What They Mean for Your Business
AI SEO Guides
FAQs
Frequently Asked Questions
By winning more of the clients already searching. That usually starts with complete office profiles and the mortgage page nearest page one, then pages for the cases you want more of. Our audit sets the order.
By buying them, or by earning them from searches clients already make. Bought leads mean paying again for every new client; office profiles and mortgage pages take longer to build, but they can carry on producing enquiries once the build is finished.
Mortgage marketing works best matched to each search. Google shows ads top and bottom for "mortgage broker near me", so Google Ads can win clicks while office profiles build. Ahrefs recorded no ads on "remortgage" or "first time buyer mortgage", so there we focus on organic pages.
Pick one you can trust, going by its recent reviews: clients want that reassurance before instructing anyone. So each office profile needs new reviews, and your site a page on how you work and are paid, as what brokers charge is searched monthly.
Yes. Broker and advisor searches with a map pack still run to thousands a month, and "remortgage" and "first time buyer mortgage" bring AI Overviews, which often draw on sources holding a direct answer. Producing those is SEO work, though no citation is guaranteed.
Nobody knows, and we would not guess. What is already visible is that an assistant asked for a recommendation names one or two firms and leaves the rest unseen. We work to make yours one of them, without guarantees.
Speak to us today to get started