Understanding how well your keywords perform is crucial for any finance or mortgage broker wanting to attract more clients through their website. The right keyword success metrics can reveal whether your SEO-optimised websites are actually working to generate leads and convert visitors into clients.
Why Keyword Metrics Matter for Brokers
For finance and mortgage brokers, your website serves as your digital shopfront. When potential clients search for terms like "home loan broker Sydney" or "mortgage refinancing Melbourne", you want your website to appear prominently in search results. Measuring keyword performance helps you understand:
• Which search terms bring qualified leads to your site
• How well your website content resonates with your target audience
• Where to focus your SEO efforts for maximum return on investment
• Whether your current website development strategy is working
Essential Keyword Success Metrics to Monitor
Search Position Rankings
Your google ranking for specific keywords directly impacts how many potential clients find your website. Monitor your position for important terms like "mortgage broker [your city]" or "business loan specialist". A professional website builder should help you achieve consistent rankings in the top 10 results.
Organic Search Traffic Volume
This metric shows how many visitors find your site through keyword searches. High-conversion websites typically see steady growth in organic traffic as their keyword strategy improves. Look for increases in visitors searching for broker-specific terms.
Click-Through Rates (CTR)
CTR measures how often people click on your website when it appears in search results. A well-designed website with compelling titles and descriptions should achieve CTR rates above 3% for most finance-related keywords.
Conversion Rates by Keyword
Not all keywords are equal. Some search terms bring visitors who are ready to apply for a loan, while others attract people just starting their research. User-friendly websites should convert at least 2-5% of keyword-driven traffic into leads.
Keyword Difficulty vs Performance
Some keywords are easier to rank for than others. Monitor which competitive terms you're successfully ranking for versus easier, long-tail keywords. This helps inform your content strategy and website management approach.
Setting Up Effective Keyword Measurement
Choose the Right Tools
Google Analytics remains the foundation for measuring keyword success. Set up goal conversions to measure when visitors complete actions like filling out loan application forms or requesting consultations.
Focus on Business-Relevant Keywords
Prioritise keywords that reflect your services:
• "First home buyer loan [location]"
• "Investment property finance"
• "Commercial mortgage broker"
• "Debt consolidation loans"
Monitor Local Search Performance
Most mortgage and finance clients search locally. Ensure you're measuring performance for location-specific keywords that matter to your business area.
Improving Keyword Performance Through Website Design
Content Optimisation
Regular website content updates help improve keyword rankings. Create helpful articles about loan processes, market updates, and financial advice. This establishes authority and improves your website's relevance for industry-related searches.
Technical SEO Factors
Website development should include technical elements that support keyword success:
• Fast loading speeds
• Mobile-responsive design
• Clean URL structures
• Proper heading tags
Call to Action Strategy Integration
Your call to action strategy should align with the keywords bringing traffic to your site. If someone searches for "refinancing rates", ensure your landing page includes clear calls-to-action related to refinancing services.
Common Keyword Metric Mistakes to Avoid
Focusing Only on High-Volume Keywords
While popular keywords bring more searches, they're often harder to rank for and may not convert as well. Balance your strategy with specific, lower-volume keywords that attract qualified prospects.
Ignoring Local Variations
Keywords like "mortgage broker" perform differently when combined with specific suburbs or regions. Don't overlook the power of local keyword variations.
Not Measuring Long-Term Trends
Keyword performance fluctuates naturally. Look for trends over 3-6 month periods rather than panicking over weekly changes.
Creating Actionable Reports
Develop monthly reports that show:
- Top performing keywords by traffic and conversions
- New keyword opportunities discovered
- Ranking improvements or declines
- Recommended actions for the following month
This systematic approach to measuring keyword success metrics will help you build lead generation websites that consistently attract and convert potential clients. Remember that improving website performance is an ongoing process that requires regular attention and refinement.
When you combine proper keyword measurement with professional website design and strategic content creation, you create a powerful tool for growing your finance or mortgage broking business.
Call one of our team or book an appointment at a time that works for you to discuss how we can help optimise your website's keyword performance and boost your online lead generation.