This is an analysis of the Search Engine Optimisation techniques and landscape in the Mortgage Broking industry in Australia with a particular focus on backlink analysis.
Similar to our Insurance Broker analysis, this analysis shows a large proportion of links result from affiliations. Surprisingly there wasn’t much variety in the affiliation link reasons, however, I’m sure we’d come across more with a larger analysis (this one covers 97 links). There also wasn’t much variety in article types. There was one resource that showed ability to consistently attract links and that was the ‘mortgage calculator’ or ‘financial calculator.’
While this analysis is primarily focused on backlink analysis, its helpful to get a sense of the degree of optimisation in the industry. We’ve chosen to use the very simple measure of homepage title optimisation rating on a scale of Not Optimised, Basic Optimisation, Well Optimised & Overly Optimised.
As you can see in the pie chart below, this industry is definitely familiar with search engine optimisation and most sites have taken steps to properly optimise their home pages.
This section looks at the reasons why websites in this industry give links. Small business backlink profiles are typically dominated by “Attribution Links” which are given for some reason not directly related to the target page (page being linked to) and “Self Created Links” which are links created by someone associated with the target page for the purpose of self promotion. Click the box below for further analysis of the link reasons.
Affiliation links are those given due to some kind of affiliation between the source website (website the link is going from) and target website (website link is going to).
Business directories are one of the most abundant link building opportunities on the web but many of them have very little to zero value for SEO. The gems that are definitely worth considering are those directories that are both topically and/or locationally relevant to your business. This section looks at the directories discovered in this analysis.
Links within articles and lists are usually the most powerful so it helps to know what types of pages are giving these types of links.