How to Combine Paid Search and SEO for Explosive Mortgage Lead Generation in 2024

Table of Contents:

1. Introduction
2. Why Paid Search and SEO Are Crucial for Mortgage Lead Generation
3. Paid Search Strategies for Mortgage Lead Generation
4. SEO Strategies for Mortgage Lead Generation
5. How Paid Search and SEO Work Together
6. Best Practices for Combining Paid Search and SEO
7. Conclusion

In 2024, the mortgage industry continues to be highly competitive. As a mortgage SEO company, I know the importance of having a solid online presence. Mortgage companies need more than just a website; they need targeted strategies to generate high-quality leads. One of the most effective ways to achieve this is by combining paid search and SEO. These two strategies complement each other, driving both immediate and long-term success.

In this post, I will discuss how mortgage companies can combine paid search with SEO for explosive lead generation. I will cover why both strategies are essential, how they work separately, and how they can work together to achieve significant results.

2. Why Paid Search and SEO Are Crucial for Mortgage Lead Generation

For mortgage companies, visibility is key. When potential clients are searching for mortgage services, they need to find a business that meets their needs. Paid search and SEO help achieve that, but in different ways.

• Paid Search: With paid search, mortgage companies can place ads at the top of search results for relevant keywords. This provides immediate visibility and ensures that businesses appear in front of users who are actively searching for mortgage-related services. For instance, a person searching for “best mortgage rates” could quickly find your ad at the top of the page.
• SEO: On the other hand, SEO involves optimizing a website to rank higher in organic search results. This requires ongoing effort, but over time, it can lead to sustained traffic and better brand recognition. For example, a blog post that ranks highly for “how to refinance my mortgage” can bring in organic traffic over a long period.

Both strategies are essential because they address different phases of the customer journey. Paid search can generate immediate results, while SEO builds long-term authority and trust. As a digital marketing agency in USA, we see that combining these two strategies leads to better visibility, improved lead generation, and ultimately, more clients.

3. Paid Search Strategies for Mortgage Lead Generation

When it comes to paid search, there are several key strategies that mortgage companies should focus on to ensure they are generating quality leads.

• Target High-Intent Keywords: Paid search works best when targeting keywords that indicate high buyer intent. These are the terms that users search for when they are close to making a decision. For example, phrases like “mortgage pre-approval” or “best mortgage rates near me” show that a user is actively looking for mortgage services. Bidding on these high-intent keywords will help mortgage companies attract the right audience.
• Geotargeting: Mortgage companies often serve specific regions or cities, so geotargeting is essential. By focusing on location-specific keywords, companies can ensure their ads only appear to users in relevant locations. For example, if a mortgage company is based in New York, targeting keywords like “mortgage brokers in New York” ensures that they reach local customers.
• Ad Extensions: Using ad extensions can provide additional information and make the ad more appealing to users. For example, adding a phone number, additional links to services, or special offers can increase the likelihood of someone clicking on the ad.
• Testing Ad Copy: Testing different variations of ad copy can help identify which messages resonate best with users. By running A/B tests, mortgage companies can refine their ad copy and optimize it for better performance.
• Optimize Landing Pages: The landing page a user is directed to after clicking on an ad plays a major role in converting them into a lead. A landing page specifically designed for the ad, with a clear call to action (CTA), will help improve conversion rates. For example, if the ad is about refinancing, the landing page should focus solely on the benefits of refinancing with an easy form for users to fill out.

4. SEO Strategies for Mortgage Lead Generation

While paid search gives mortgage companies an immediate presence in search results, SEO is critical for building long-term authority. Here are some key SEO strategies that mortgage companies should use:

• Keyword Research: Like paid search, SEO starts with keyword research. Identifying the right keywords is crucial for ranking in organic search results. Mortgage companies should focus on both short-tail and long-tail keywords, such as “mortgage lender” or “best mortgage rates for first-time homebuyers.”
• Optimizing On-Page Elements: Every page on a mortgage company’s website should be optimized for SEO. This includes optimizing title tags, meta descriptions, header tags, and URL structures. These elements should include the target keywords, helping search engines understand the content of each page.
• Content Creation: Content is king in SEO. Mortgage companies should create high-quality, informative content that addresses their target audience’s questions and concerns. This could be in the form of blog posts, FAQs, or guides. For example, a blog post that answers “How to apply for a mortgage” can attract users who are in the research phase of their mortgage journey.
• Building Backlinks: Backlinks are one of the most important ranking factors for SEO. Mortgage companies should aim to acquire backlinks from reputable sources in the industry. This could include guest posts, local business directories, and partnerships with real estate websites.
• Mobile Optimization: More people are searching for mortgage services on their mobile devices, so mobile optimization is essential. A mortgage website should load quickly, be easy to navigate, and provide a great user experience on mobile.

5. How Paid Search and SEO Work Together

While paid search and SEO are both powerful on their own, combining them can lead to even better results. Here’s how they work together:

• Immediate Visibility and Long-Term Growth: Paid search provides immediate visibility, while SEO focuses on long-term, organic growth. When used together, they ensure that a mortgage company is visible to potential clients right away and continues to grow its reach over time.
• Data-Driven Insights: The data from paid search campaigns can be used to improve SEO efforts. For example, if a paid search campaign reveals that certain keywords are driving more conversions, mortgage companies can target those same keywords in their SEO strategy. Similarly, SEO insights into which pages perform best can inform paid search ad strategies.
• Maximizing Search Engine Real Estate: When mortgage companies appear both in paid search ads and in organic search results, they dominate the search engine results page (SERP). This increased visibility improves the chances of attracting clicks and generating leads.
• Testing and Refining: Paid search campaigns can act as a testing ground for SEO. By testing different keywords and ad copy, mortgage companies can see which ones work best. This allows them to refine their SEO strategy based on real-time data, which can lead to faster SEO results.

6. Best Practices for Combining Paid Search and SEO

To fully benefit from combining paid search and SEO, mortgage companies should follow these best practices:

• Coordinate Keyword Strategy: It’s important to ensure that the paid search and SEO teams are aligned on keyword strategy. Not only should they target the same keywords, but they should also avoid bidding on keywords that are already ranking well organically. This helps avoid unnecessary costs while ensuring maximum visibility.
• Use Paid Search to Inform SEO: The performance data from paid search campaigns should inform the SEO strategy. For example, if certain keywords are generating clicks and conversions in paid search, mortgage companies can optimize their website content for those keywords.
• Focus on Conversion: Both paid search and SEO efforts should be focused on converting visitors into leads. This means creating landing pages optimized for conversions, improving site speed, and using clear CTAs.
• Continuous Monitoring and Adjustment: As the mortgage market continues to evolve, both paid search and SEO strategies need to be continuously monitored and adjusted. Tracking the performance of ads, keywords, and organic rankings is essential for ensuring ongoing success.

7. Conclusion

Combining paid search and SEO is a powerful strategy for mortgage companies looking to generate quality leads in 2024. By using paid search for immediate visibility and SEO for long-term organic growth, mortgage companies can ensure they stay competitive in an increasingly crowded market.

Whether you are working with a digital marketing agency in USA or managing your own mortgage business, using both paid search and SEO in tandem can lead to explosive lead generation. As a mortgage SEO company, I’ve seen firsthand how these strategies complement each other and help mortgage companies achieve their goals. By implementing the best practices outlined here, mortgage companies can drive traffic, convert leads, and ultimately increase their business’s success.