SEO for mortgage brokers and lenders · Canada and the USA
SEO means getting your business to show up when people search. We put mortgage brokers and lenders at the top of Google, Google Maps and AI answers for the searches borrowers make when they’re ready to apply: commercial mortgages, private and second mortgages, home equity, reverse mortgages, in every city you lend in. One broker or a whole brokerage.
GuaranteePage one in 60 days, or we keep working free.
30 minutes on Google Meet. For businesses doing $20k a month or more.
(01) A lender we rank
EquityRich is a Toronto mortgage business. Its searches are full of banks, big brokerages and government pages. We gave every loan product it sells a clear page of its own. EquityRich now ranks first on Google for “commercial mortgage Toronto”, and Google’s AI answer for that search cites it as a source.
EquityRich · Toronto, ON
Google searchFirst, above the brokers it competes with.
Same business
Every product ranksOne page per loan. Each one on page one.
Google’s AI answers
For “commercial mortgage toronto”, the answer Google’s AI writes at the top of the page lists EquityRich’s page as a source. You can see it further down.
Positions in Google’s results, from EquityRich’s ranking screenshots, August 2026.
(02) What borrowers type
Nobody types “mortgage broker” and stops there. A homeowner types “home equity loan”, a retiree types “reverse mortgage”, an investor types “commercial real estate loans”. A different lender wins each of those.
One ad click, USA
$57
is what Google Ads estimates one click costs for “home equity loan”. A spot in the normal results is paid for once, by the work, not by the click.
The first screen on a phone
An illustration. The name is an example.
Source: Google Ads cost-per-click estimate for the USA, pulled October 2026.
Searches a month, USA
Add a city to any of these and it becomes a new search with its own top three. That’s why every loan you sell, in every city you lend in, gets its own page.
Mortgage lender near me · USA
12,100
40,500
Searches a month in the quietest and the busiest month of the last year. Borrowers come in waves. You have to be ranking before the wave, not after it.
Mortgage broker near me · Canada
3,600
8,100
Same swing in Canada. When more people go looking, the brokers already at the top take the applications.
All figures: Google Ads monthly search estimates for the USA and Canada, pulled October 2026.
(03) How borrowers choose a lender
Borrowing against a home or a building is a big decision, so people read first. They search the loan, read two or three pages, and call the lender that answered their real question: do I qualify, what will it cost, how fast can I get it.
Three ways a borrower finds a lender on Google
The loan search
They type the product and their city: “reverse mortgage toronto”, “private lenders”, “commercial mortgage”. Won by: a page for that one loan that says who qualifies, what it costs, how long approval takes and how to apply.
The “near me” search
They want someone local they can sit down with. “Mortgage broker near me.” They look at the map and the stars. Won by: a Google Maps listing near the top, for the brokerage and for each broker who meets clients.
The question
“Can I get a mortgage on my equity if my income is low?” They ask Google or ChatGPT, and read the answer at the top. Won by: being the page that answer is built from, with your name on it as the source.
(04) What we do
Every plan covers the three places borrowers look: the normal Google results, Google Maps and AI answers in ChatGPT and Google. We weight the work to the loans you most want to write.
A page for every loan product
A “services” page with one line per loan has little to show for any single search. So each loan gets a page of its own, written for the person deciding whether to apply. It’s exactly what we did for EquityRich, and its private mortgage page ranks #3 for “private lenders toronto”.
What one loan page holds
Second mortgage in [city]
Your Google Maps listings
The free listing that puts your office on the map, with your hours, photos and reviews. We set it up for how you actually work: the right categories, your services, and listings for the brokers who meet clients, where Google’s rules allow it. Reviews are one thing Google weighs and the first thing a borrower reads, so we help you ask for them. But Google also weighs how well your listing and pages match the search, how close you are, and how often trusted sites mention you. We work on all of it.
One brokerage, on the map
Your Mortgages
Mortgage broker
J. Moreau
Mortgage broker
A. Singh
Mortgage broker
An illustration. Names are examples.
Every city you lend in
Borrowers search with their own city in it. If you lend across a province or a state, a page for each city you want clients from means you show up when someone types theirs, and work on your listing stretches how far out you show on the map.
Trust a borrower can check
Nobody hands over a pay stub and a property address on a hunch. We put your licence number, the people behind the business, your real reviews and how you’re paid where borrowers look for them, keep your business name, address and phone the same on every directory, and get you mentioned on sites people already trust.
AI answers
Google now writes an answer at the top of many searches, and people ask ChatGPT who to borrow from. Those answers are built from pages Google trusts, and the sources are listed beside them. We work on getting your pages used and named in those answers for your loans and your cities, and track where you’re named every month.
Your rankings and applications, every month
Where you rank for each loan and city, how many people called or applied from Google, and what we’re doing next.
(05) Google’s rules for money searches
Google treats a search about someone’s money more carefully than a search for pizza. Its rules decide what your pages have to show, and how many names you get on the map.
“Of these aspects, trust is most important.”
That’s Google’s own line. It gives extra weight to trust on “topics that could significantly impact the health, financial stability, or safety of people”. Google calls these “Your Money or Your Life” topics. A mortgage is one.
What a trusted loan page shows
Source: Google Search Central, “Creating helpful, reliable, people-first content”, read October 2026.
A listing for the office. Often one for each broker.
That’s why your loans have to win on your website. We set up every listing to Google’s rules as written today.
Source: Google Business Profile Help, “Guidelines for representing your business on Google”, read October 2026.
The map brings them to your office. Your loan pages win the decision.
As seen in and rated on
(06) Before you sign
Proof, guarantee, contract, price, AI. Here are our answers.
Can you show me a lender you rank, with the screenshots?
Yes. EquityRich in Toronto ranks #1 on Google for “commercial mortgage Toronto”, #3 for “private lenders Toronto” and #4 for reverse mortgage and home equity loan searches, and is cited in Google’s AI answer. The screenshots are above.
What happens if it doesn’t work?
No visible improvement in 20 days: your payment back plus $200. Qualifying keywords not on page one of Google in 60 days: we keep working free until they are.
How long is the contract?
No long-term contracts.
What does it cost?
Usually $1,497 to $5,000 a month for Google Maps, the normal Google results, or both. Work across several websites usually starts at $5,000 a month.
Is getting named in AI answers extra?
No. It’s included in every plan.
Your loan searches on page one in 60 days, or we work free until they are.
Guarantee 01
20days
If you don’t see visible improvement in your key metrics within the first 20 days, we refund $200 on top of returning your payment for that period.
What we measure: your traffic, what that traffic is worth, how much authority your site and its pages carry, and how many other sites link to you, against the day we start.
Guarantee 02
60days
If your qualifying keywords aren’t on the first page of Google within 60 days, we keep working for free until they are.
What counts: at least one high-value search for your business on page one of Google.
No long-term contracts. Results keep you here. Paperwork doesn't.
Your next step
On a 30 minute call we look up what borrowers in your cities type, from commercial mortgages to home equity loans, show you which lenders they find today, and what it would take to put you there.
Bring with you
We search your market live
The way your customers do, in the towns you serve.
We show who's above you, and why
On Google, on Maps and in the AI answers.
You leave with a road map
Yours to keep. If we can help, we'll invite you to work with us.
For established businesses doing at least $20,000 a month.
(07) Questions
What mortgage brokers and lenders ask us before they start.
Book my free strategy callSEO means getting your business to show up when people search. For a mortgage broker or lender that's three places: Google Maps when someone types mortgage broker near me, the normal list of Google results when they type reverse mortgage and their city, and the answers ChatGPT and Google's AI give when someone asks who can help.
Keep the referrals. But a referral still ends in a search: the borrower who was given your name looks you up before they call, and if what they find is thin, they keep looking. And the borrower with no referral picks from whoever shows up first.
Yes. EquityRich, a Toronto mortgage business, ranks #1 on Google for commercial mortgage Toronto and #4 for home equity loan Toronto, above the Government of Canada's own page. The banks have big websites, but they rarely have one clear page for your product in your city. That's the gap.
Often, yes. Google treats professionals such as financial planners and insurance agents as individual practitioners: someone in a public-facing role who clients can reach at the verified location during stated hours can have a listing of their own, carrying only their name. Lead generation agents for corporations can't. The brokerage keeps its own listing too.
No. Google's product listings exclude financial services. So commercial mortgages, private mortgages and home equity loans each get a page of their own on your website instead, written for the borrower deciding whether to apply.
Tell us what your regulator and your brokerage require, and we write within it. A loan page that's clear about who qualifies, what it costs and who's licensed is also the kind of page Google trusts with money searches.
Reviews help. They're one thing Google weighs and the first thing a borrower reads, so we help you ask for them. But they're one signal among many. Google also weighs how well your listing and pages match the search, how close you are to the person searching, and how well known your business is across the web. We work on all of it, so your plan never rests on reviews alone.
If you don't see visible improvement in your key metrics within the first 20 days, we refund $200 on top of returning your payment for that period. If your qualifying keywords aren't on the first page of Google within 60 days, we keep working for free until they are. Broad searches in big cities take longer to win than one loan in one city.
Usually $1,497 to $5,000 a month for Google Maps, the normal Google results, or both. Work across several websites usually starts at $5,000 a month. No long-term contracts. Getting named in AI answers is included in every plan.
Yes, it's part of every plan at no extra cost. We work on getting your pages used and named when people ask those tools about the loans you offer in your area, track where you're named every month and show it in your report.
We guarantee page one, in writing: visible improvement in your key metrics within 20 days or your payment back plus $200, and your qualifying keywords on page one of Google within 60 days or we keep working for free until they are.
No. No long-term contracts. We keep clients by keeping them ranked.
Mortgage brokerages, private lenders and commercial lenders doing $20,000 a month or more, in Canada or the USA. We take on 15 new clients a month, so every one of them gets the work done properly.
