As a mortgage broker, your website serves as the foundation for attracting new clients and growing your business. One of the most powerful tools for improving your online presence is Google Keyword Planner – a free resource that can transform how you approach website content and SEO strategy.
Understanding Google Keyword Planner
Google Keyword Planner is a research tool designed to help you discover what potential clients are searching for online. For mortgage brokers, this means understanding exactly how Australians search for home loan advice, refinancing options, and financial services.
The tool provides valuable insights into:
• Search volume data for specific terms
• Related keyword suggestions
• Cost estimates for paid advertising
• Seasonal trends in search behaviour
Why Mortgage Brokers Need Keyword Research
Effective keyword research directly impacts your website's ability to generate leads. When you understand what your potential clients are searching for, you can create website content that addresses their specific needs and concerns.
For instance, you might discover that "first home buyer loans Melbourne" receives significant monthly searches, or that "refinancing rates" spikes during certain periods. This knowledge allows you to develop a targeted approach to your website development strategy.
How to Use Google Keyword Planner for Your Broker Website
Getting Started
To access Google Keyword Planner, you'll need a Google Ads account. Don't worry – you don't need to run paid advertisements to use the research features.
Finding Relevant Keywords
- Start with broad terms related to your services
- Analyse the suggested keywords Google provides
- Focus on terms with good search volume but manageable competition
- Consider local variations ("mortgage broker Sydney" vs "mortgage broker Brisbane")
Understanding Search Intent
Not all keywords are created equal. Some searchers are ready to make decisions, while others are just beginning their research journey. Your SEO-optimised website should cater to both groups through varied content approaches.
Applying Keywords to Your Website Design
Once you've identified valuable keywords, the next step is incorporating them into your high-conversion website strategy. This involves several key areas:
Website Content Optimisation
Your website content should naturally include relevant keywords without compromising readability. Focus on creating helpful, informative pages that address common client questions and concerns.
Page Structure and Navigation
A user-friendly website incorporates keywords into page titles, headings, and navigation elements. This approach helps both search engines and visitors understand your services clearly.
Local SEO Considerations
As an Australian mortgage broker, local search terms are particularly valuable. Include location-specific keywords that reflect your service areas, whether you're based in major cities or regional centres.
Common Keyword Research Mistakes to Avoid
Many brokers make crucial errors when implementing keyword strategies:
• Focusing solely on high-volume terms while ignoring specific, targeted phrases
• Neglecting local search opportunities
• Overlooking long-tail keywords that indicate strong purchase intent
• Failing to regularly update keyword strategies based on changing search patterns
Measuring Success and Ongoing Optimisation
Google Keyword Planner isn't a one-time tool – it should inform your ongoing website management strategy. Regular keyword research helps you:
• Identify new content opportunities
• Understand shifting client needs
• Improve your google ranking over time
• Develop more effective call to action strategies
Building a Lead Generation Website That Works
The ultimate goal of keyword research is creating a website that converts visitors into clients. This means combining keyword insights with professional website development practices:
• Clear, compelling calls to action on every page
• Mobile-responsive design that works on all devices
• Fast loading times and smooth user experience
• Content that builds trust and demonstrates expertise
Professional Website Services for Mortgage Brokers
While Google Keyword Planner provides valuable insights, implementing an effective SEO strategy requires expertise in website development and online marketing. Many successful brokers choose to work with specialists who understand both the finance industry and modern web design principles.
A professional approach to improving website performance combines keyword research with technical optimisation, compelling content creation, and conversion-focused design elements.
Google Keyword Planner represents just one component of a comprehensive online strategy. When combined with expert website development and ongoing optimisation, it becomes a powerful tool for growing your mortgage broking business.
Ready to transform your online presence with a website that actually generates leads? Call one of our team or book an appointment at a time that works for you.