10 minutes Reading time
20 pages Length
Updated June 2019
In this 2019 report on the Mortgage Providers digital market, you’ll find information and data that will allow you to benchmark your performance against that of your biggest (or smallest!) competitors.
Our research delves into key site metrics, ranking sites for performances individually across each one. So, while you may be top of the class for organic visibility, your page speed might be low or you may not be winning any followers on social media. Unlike other reports that look at the site as a whole, we can show you where you’re excelling and, more usefully, where you could improve.
There are 48 companies featured and you’ll find the top 30 mortgage providers for each section listed in tables throughout the report. If you can’t see your name but what to see where you rank, get in touch and we can talk through your data.
As we’ve mentioned, this post is in relation to our report which you can download at the top of the page. It’s best to read these alongside each other to get the full picture. We don’t just gather the data and format it into charts – this post discusses key sections, picking out winners and losers and shouting about who’s doing well in this sector. More importantly, we’ll talk about ways everyone can improve based on our experience and knowledge in this sector. Let’s get started.
Organic visibility is top priority for most sites when it comes to site metrics to improve. Once you improve your visibility, your click through rate improves which usually results in more leads.
With uncertainty around buying properties in the current political climate, it’s no surprise that most of the top ten sites have lost visibility.
L&C remains the market leader despite a 40% loss in visibility.
The Cumberland is one of the few big winners in the top ten, moving into 2nd place after an 81% increase in visibility.
Online Mortgage Advisor has lost 4% while John Charcol has lost 8% and Mortgages for Business has lost 1% of their visibility.
The rest of the top ten has seen some great wins but also some big losses:
In the full report you’ll find a list of high competition keywords and keywords which offer the best opportunities. The opportunity keywords have high search volumes but are less competitive so offer a better chance of ranking.
This is a similar market to Building Societies with a lot of similar keywords. It’s a competitive landscape with a lot of questions meaning advice sites like moneysupermarket.com, money.co.uk and moneysavingexpert.com are ranking well for key terms.
For this reason, it’s really hard to rank for the top competition keywords we’ve identified. Instead, we’d suggest focusing on the top opportunity keywords in the report.
Well done to CMME who is ranking in position 1 for the term ‘contractor mortgages’.
Online Mortgage Advisor is also ranking on page 1 for the terms ‘remortgage with bad credit’ and ‘let to buy mortgage’.
It’s important to explore all avenues and long tail keywords that you may not have thought of before such as keywords related to bad credit. If you offer these services, this could be an excellent opportunity to tap into.
Propillo is also ranking on page 1 for ‘let to buy mortgage’ with their Let to Buy Calculator.
As can be seen by some of the other keywords, calculators and tools like this are extremely popular because they provide the customer with an idea of how much they’d expect to pay without having to seek professional advice.
One of the best ways to rank for these long tail keywords is to provide rich, enhanced copy on your product and advice pages.
Read our article on why you should use enhanced copy on your finance pages and how you can do it effectively.
Even if you’re not ranking within the top 5 on Google’s page 1, you can draw eyes to your page by using SCHEMA markup to give you a star rating.
Not only do these little orange stars draw the eye, they also let users know that you can be trusted and that people have used, and more importantly been happy with your service in the past.
You can also use SCHEMA markup to appear in local results.
While writing this, I’m located in Liverpool, so First Mortgage is ranking within the top three with their Liverpool branch page for the term ‘mortgage broker’.
The map pack on the page also shows three mortgage brokers that are listed close to me.
This is all done using SCHEMA markup – if you haven’t already implemented this on your site, you could be missing out on some huge opportunities.
Read more about rich and featured snippets in our guide.
While people may not want to shout about their mortgage wants and needs, you can still have a social presence worth following.
Owned social scores are very low across all retailers, meaning if you up your social game you could come out on top next year.
The Cumberland is topping the social charts with the joint highest number of brand searches per month.
As they are a regional mortgage provider, they use their platform to promote awards they’ve won, events they’ve conducted in the local community, job opportunities and scam warnings.
This is the ideal place to show potential customers your company’s ‘human’ side.
They also promote links to their blog including health and wellbeing articles about yoga and recently had a yoga competition.
Competitions and polls prompt customers to like and share your posts which is a great way of broadening your audience.
Gleeson Homes has by far the biggest owned social score of all the providers in our report.
Their Facebook feed includes all of what The Cumberland offers, but they also have posts which encourage people to vote for their favourite kitchen or bedroom, for example.
They also post videos of buyers who have recently moved into their property with the help of Gleeson. Videos are one of the most popular forms of posts on Facebook.
Gleeson is a property development company as well as a mortgage provider which could explain the higher owned social score. However, we can’t take away from the fact that their posts are frequent, varied and help build a better picture of the company and their values.
If your site is struggling to rank well or you’ve drastically lost visibility over the past year, one of the first things we would recommend checking is your page speed. A slow page load means people are likely to bounce or exit which tells Google your page doesn’t deserve that page 1 ranking. Google also favours fast page speeds as it makes for a smoother indexation.
We’ve used Google PageSpeed Insights to rank the mortgage providers on their page speed. These are the top five: