An Intro to SEO and SEM for Brokers

Posted by Tiffany Yang on Mar 19, 2020 9:00:00 AM

sem and seo for brokers-1

Did you know 92% of mortgage borrowers did online research before speaking to a lender? The power of online search is limitless for brokers looking to expand their client database. 

Let’s start with the basics-- What’s SEO and SEM?

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. (via Moz)

In other words, when someone searches “Best Mortgage Broker for Investors” on Google, implementing SEO best practices will help your website appear in their search results.

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. (via Search Engine Land)

Through SEM, you are actually paying to have your site pop up for relevant searches, rather than optimizing your website like you would through SEO.

Now you’re probably thinking, how do I use both practices to generate leads? You’re in luck; we’re going to give you a few easy steps to help you kickstart your SEO and SEM!

First things first, you will need a website to direct potential clients to.

Here’s some tips on how you can easily create your own website!

Intro to SEO for Brokers

Once you have your online real estate, you will want to make sure your website pages are optimized well for popular search engines like Google and Bing. That begs the next question of how do you know how to optimize pages?

Think about how you would look for your next lunch spot online. You most likely would consider what you’re craving at the moment or simply dive right into Google, asking for takeout, burgers or sushi nearby. In .023 seconds you have hundreds of results to scour! Those results most likely have keywords that are similar to your search, directly on their website with additional narrative to support the keywords. 

Your answer is right there. Using popular keywords to clearly explain what you are offering to clients will help search engines better understand the purpose of your website and who they should be sending to your website. An easy way to find keywords to use is by checking out other competitor pages or by simply searching for your services and seeing what most relevant searches appear. If they are appearing at the top in results, they’re doing something right!

Pro Tip: Avoid “keyword stuffing,” meaning do not use a keyword every other word. Search engines are getting smarter by the second and can tell when pages are over-using keywords, which can cause your website to be penalized and no longer ranked.

Intro to SEM for Brokers

Now that you know how to organically optimize your website with keywords, you’re ready to consider adding SEM into the mix. There’s two ways you can do this, one is hiring a partner to help you manage any paid ads on search engines or by doing it yourself. Either way you will want to consider which keywords to go after-- this is targeted marketing. 

Choosing keywords to target will allow you to buy your placement at the top or bottom of the search. Back to our lunch analogy, when scouring possible restaurants you’ll notice other results that slightly blend in, but also have the word “ad” in smaller bold visible text. That ad result is a business practicing SEM. You can easily do this too using Google Analytics, a helpful tool for businesses of all sizes. 

Pro Tip: This tool helps you optimize your website, monitor who’s coming to your website and how to better their experience through SEO and SEM best practices.

If you’re ready to dive in full force and want a team to help you, consider checking out Placester, a digital marketing agency, offering professional websites and marketing for real estate brokers.

Ready for more Broker Digital Marketing knowledge? Download our Digital Marketing Toolkit, designed for high-volume brokers!

Download 2021 Broker Marketing Toolkit

Tiffany Yang is a freelance digital marketing specialist, branding expert, and social media influencer. Visit to learn more. 

Topics: Brokers

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