Case Study · Mortgage Services
Six Months of SEO Growth for an Ontario Mortgage Company
An Ontario mortgage provider had organic traffic but struggled with indexing issues and limited visibility for high-intent searches. Over 6 months, we rebuilt the technical foundation, added resource content and interactive tools, grew organic clicks 14.5%, and improved the average ranking position by 35.6%.
+14.5%
Total clicks
35.6%
Better average position
4
Mortgage calculators built
25 → 16.1
Average position
The Challenge
Traffic that wasn't being indexed or converted
The client was receiving organic traffic but faced indexing issues, limited visibility for high-intent mortgage searches, and a lack of educational resources that could convert visitors into qualified leads.
- Important pages were not consistently indexed by Google.
- Technical SEO issues affected crawlability and overall site health.
- Limited educational content around the mortgage application journey.
- Few opportunities to capture users in the research stage.
- No interactive tools to encourage engagement or generate leads.
Our SEO Strategy
Covering the complete mortgage journey
Improved Technical SEO Health
Fixed sitemap, indexing, and crawlability issues, cleaned up duplicate and low-value pages, improved internal linking, and added schema markup.
Created High-Intent Resource Content
Built guides covering mortgage pre-approval, first-time home buyers, qualification requirements, the application process, and refinancing.
Built Interactive Lead Magnets
Introduced a Mortgage Payment Calculator, Closing Cost Calculator, Affordability Calculator, and Rental Offset Calculator to keep visitors engaged.
Strengthened Internal Linking
Connected every new resource to service pages, calculator pages, related articles, and consultation pages.
Built High-Quality Backlinks
Business listings on reputable directories, guest posts on relevant websites, and digital PR campaigns to earn authoritative mentions.
Interactive Lead Magnets
Mortgage calculators built to keep visitors engaged
The Mortgage Payment, Closing Cost, Affordability, and Rental Offset calculators gave research-stage visitors a reason to stay on the site and a natural path toward contacting a mortgage specialist.
Results After 6 Months
Search Console performance
Total Clicks
17.9k → 20.5k
+14.5%
Total Impressions
2.36m → 2.41m
+2.1%
Average CTR
0.8% → 0.9%
+0.1 pts
Average Position
25 → 16.1
35.6% improvement
Key Outcomes
- Increased visibility for mortgage-related searches across Ontario.
- More pages successfully indexed by Google.
- Better rankings for transactional and informational keywords.
- Improved engagement through interactive mortgage calculators.
- Higher click-through rate from Google Search.
- Stronger topical authority by covering the complete mortgage journey.
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