NMP - May 2018 - 83
RKETING a special focus on IT'S ALL ABOUT MARKETING a special focus on IT'S ALL A
it ranks in Google.
Perhaps the best part about
SEO-or all digital marketing for
that matter-is the analytics.
With Google Analytics, you
collect valuable data like which
keywords drive site traffic, what
percentage of people visit your
site on mobile devices, which
pages cause people to ditch the
site, and if social media is
directing a lot of referrals.
Mortgage originators must
continuously optimize to stay on
top of search results and drive
conversions. It might sound like
a lot of work, but it's worth it.
Just look at Amazon, a $700plus billion company built on the
Kelcey Brown is Chief Strategy Officer and Executive Vice
President at WebMax. Kelcey is responsible for
developing, communicating, executing and sustaining
strategic initiatives. He acts as a key advisor to president
on critical changes in the competitive landscape, internal
employee development and the external business
environment, while also ensuring that appropriate metrics
are in place to measure performance and progress
towards strategic goals.
n National Mortgage Professional Magazine n MAY 2018
throughout your site, blogging
provides a clear example of how
to employ header tags, linkbuilding, and keyword
Just as meta tags convey to
search engines a summary of
your site, header tags convey
what is important about the
given content being presented.
Essentially, header tags separate
the tagged content from
common body content, which
creates a hierarchy of
importance for search engines.
For instance, if a lenders wants
to employ the keyword,
"mortgage payments", more
throughout its site, it may create
a blog article with the header,
"10 Ways to Lower Your
Mortgage Payment." The
header, equipped with a header
tag, emphasizes the keyword
while telling both the reader and
search engine what the article is
Building off of the header and
header tag, it would be wise to
deploy relevant keywords in this
article such as "Mortgage,"
"Mortgage Payments," "Credit
Score" and "Interest Rate." That
said, bloggers cannot just throw
a bunch of keywords together to
try and game search engines.
According to Moz, Google
changes its search algorithm
500-600 times every year.
Sometimes the changes are
major, but oftentimes, they're
minor. It doesn't just scan for
keywords, it scans for content
that it deems will provide the
most relevant, useful information
for the searcher.
Another key way to boost
SEO is link-building. This
includes linking to credible
external sites and creating an
internal link structure-like when
you're reading an article and
click a link to another article, or
scanning a home page and
clicking on a "Get Started"
button that brings you to a form
For a mortgage bank,
external linking could entail
linking to real estate affiliates;
internal links could entail setting
an "Apply Now" button on the
bottom of a mortgage calculator
page. Now you're not just
building links; you're driving
action and generating leads.
Think of links to your website
like rebar to concrete; the more
you have, the stronger the
structure. The stronger the
structure of your site, the higher