Mortgage Broking SEO Analysis & Resources

Introduction

Mortgage Brokers SEO Analysis 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.

Summary

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.’

Onsite Optimisation

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.

Onsite Optimisation Mortgage Broking Industry

Link Reasons

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.

Analysis of Link Reasons (click here)

Attribution Links

Attribution links are those where the reason the link is being given is not directly related to the page being linked to. Here are some examples of those reasons from this analysis;

Received a business award
Became a member of a committee
Provided good enough service to be recommended
Created partnerships and affiliations with other websites
Joined a business alliance
Did an April Fool’s joke worthy of being written about

Self Created Links

The ‘self created’ links in this analysis mostly consist of directories, both industry specific and general. We’ll explain more about those in the ‘directories’ section below.

Web Resource Links

These are links where the reason the link is being given is because the page being linked to is a resource that the source URL is referencing and/or pointing people to. Sample examples of web resources from this analysis include;

Home loan and stamp duty calculator
Useful blog article: 7 ways to devalue your property

Value Exchange Links

These are links that are given because some kind of value is being exchanged as a payment e.g. money. Value exchange links are actually a type of attribution link but are not allowed by Google. Most of these links are covered in the Affiliation links section below.

Link Reasons in Mortgage Broking Industry

Affiliation Links

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).

Analysis of Affiliation Links (click here)

There were no surprises here, here are some of the example affiliation types;

Link from web designer’s portfolio (Client – Provider)
Link from an organisation’s news section (Employee / Member)
Link from a funding business’s website to their accredited loan managers (Partners / Affiliates)
Link between two websites owned by the same business (Same Owner)
Links from event websites, charity websites and sporting team websites to their sponsors (Donation / Sponsorship)
Link from a graphic designer’s portfolio to one of their clients (Client – Provider)

Affiliation Link Types in Mortgage Broking Industry

Directories

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.

Analysis of Directories (click here)

Our analysis turned up nine industry specific directories that you should consider. The key is: [Directory name & link] – [Target Topic] – [Target Location] – [Design Quality] – [is the directory ‘followed’ or ‘no followed’] – [is there a cost]

Coming soon

For general business directories, see our Australian Business Directories master list.

Article/List Types

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.

Analysis of Article/List Types (click here)

Article Examples;

An article about a service that helps you maintain the value of your house, links to a related article on a Mortgage Broker’s website (Informational Article)
Article about getting started building your new home and linking to some useful financial calculators on a Mortgage Broker’s website (Informational Article)

Link List Examples;

List of financial institutions that have been authorised to process a particular grand application (Business List)
Links list related to property management including lists to both businesses and resources (Web Resource List)

Article Types in Mortgage Broking Industry

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