SEO for mortgage brokers, inside the rules.
Mortgage search in Ireland is dominated by one audience with one question: a first-time buyer trying to work out what they can borrow and whether they will be approved.
It is also a regulated activity. The Central Bank sets requirements for how regulated firms advertise, including warning statements and restrictions on how products can be presented, and a good deal of standard SEO advice would put a broker in breach of them.
Write for the first-time buyer, because that is who is searching
How much can I borrow, what deposit do I need, what is approval in principle, how long does it take, what happens if I am self-employed, what is the Help to Buy scheme.
Those questions carry most of the search volume in this category and almost every broker site answers none of them, preferring to describe the firm. Answering them properly is both the ranking opportunity and the trust-building exercise.
Approval in principle explained
What it is, what it is not, and how long it lasts. The single most misunderstood step.
Deposit and lending rules
Loan-to-income and loan-to-value limits in plain language, with exemptions explained.
Self-employed and contractor applications
Specific, high-value and rarely written for.
Help to Buy and first home schemes
Heavily searched, frequently misunderstood.
Switching
A separate audience entirely, with different motivation and different timing.
The compliance constraints are real
Advertising by a regulated firm carries obligations: warning statements where required, no misleading impressions of cost or availability, and care with anything that could be read as a promise about approval.
We write to what can be stood over and we will say no to anything that cannot. Beyond the regulatory exposure, careful wording reads as more credible in a category where overclaiming is common.
Switching is the under-served half
Most broker content aims at purchase. A large and growing audience is already a homeowner and is searching whether switching is worth it, what it costs and how long it takes.
That work is faster to complete, less emotionally fraught and almost uncontested in search.
What it costs
SEO is included in the €1,500 a month alongside the advertising, the social and the lead follow-up. There is no separate SEO fee, no setup fee and no contract beyond the month you are in.
Questions from mortgage brokers
The first-time buyer questions: borrowing capacity, deposit, approval in principle, self-employed applications, Help to Buy. Most broker sites answer none of them.
Yes. The Central Bank sets requirements for regulated firms, including warning statements and restrictions on how products are presented. We write inside them and will say no where something cannot be stood over.
It is the under-served half of the market — faster to complete, less fraught and almost uncontested in search.
No, and nobody honest does. We report enquiries and what they cost, with rankings as a diagnostic rather than the deliverable.
SEO is included in the €1,500 a month alongside everything else. There is no separate SEO fee and no setup fee.