{"id":73,"date":"2011-12-15T20:08:02","date_gmt":"2011-12-15T20:08:02","guid":{"rendered":"http:\/\/blog.moreloans4u.com\/?p=73"},"modified":"2017-10-23T16:45:53","modified_gmt":"2017-10-23T22:45:53","slug":"73-2","status":"publish","type":"post","link":"https:\/\/www.moreloans4u.com\/blog\/73-2\/","title":{"rendered":"Integrating SEO and PPC Into Your Mortgage Marketing Campaigns"},"content":{"rendered":"<p>Perhaps the most effective <a title=\"Mortgage Marketing with MoreLoans4U\" href=\"http:\/\/www.moreloans4u.com\" target=\"_blank\">mortgage marketing<\/a> strategy to generating website traffic can be traced back to SEO (Search Engine Optimization) and PPC (Pay Per Click). At their very roots, the purpose of both SEO and PPC is to convert search engine traffic into website visitors, and eventually into a <strong>sale<\/strong>.<\/p>\n<p>This is accomplished through optimizing your website and your PPC ads with targeted keywords specific to the mortgage industry.\u00a0 The goal is to discover the most effective keywords that will boost your mortgage marketing strategy and get your website in front of as many people as possible.<\/p>\n<p>While the success of both depends on the keywords you choose, there are specific things to consider when conducting your research:<\/p>\n<ul>\n<li><strong>Search Volume<br \/>\n<\/strong>In your SEO research, you want to find the keywords with the highest search volume.\u00a0 With PPC keywords, search volume is not as important.<\/li>\n<ul>\n<li><em>The reason:<\/em><br \/>\nYou don\u2019t have to pay each time your website appears in search results via your SEO efforts. You DO have to pay each time someone clicks on your PPC ad.\u00a0 Therefore it makes sense that you don\u2019t want it to show up in 1,000,000 searches per month. So instead of choosing a broad keyword like \u201cmortgage\u201d which has a very high search volume, you would be better off choosing a more targeted set of keywords that have maybe the second or third most traffic.<\/li>\n<\/ul>\n<li><strong>Keyword Focus<br \/>\n<\/strong>When researching keywords for your SEO campaign, you want to find those with a broad focus, while you want to find more narrow and specific keywords for your PPC campaign.<\/li>\n<ul>\n<li><em>The reason:<\/em><br \/>\nWith your SEO efforts, you want keywords that cover many different streams of incoming traffic.\u00a0 You want your website to appear in front of as many people as possible.\u00a0 With PPC, you want to target specific keywords that relate to exactly what type of customer you are targeting.\u00a0 For example, if you specialize in selling condos in Denver and you choose \u201cmortgage\u201d for your PPC campaign keyword, you will likely end up having to pay for people searching for mortgage information that doesn&#8217;t even pertain to your area. Those clicks will be irrelevant because that isn\u2019t your target market. A much more targeted keyword like \u201cloan officers in Denver\u201d will get your name in front of a group who IS looking for your type of services. Again, cost per click is a huge determining factor.<\/li>\n<\/ul>\n<\/ul>\n<ul>\n<li><strong>Motivations<br \/>\n<\/strong>People conduct searches for a whole variety of different reasons.\u00a0 Your job as a mortgage professional is to discover these reasons, and how you can leverage them into maximum profit for your business.\u00a0 Is someone simply browsing for more information on the mortgage process, or are they looking to refinance their home?\u00a0 When deciding on PPC campaign keywords, you want to focus on those that will bring in buyers, not browsers.\u00a0 For example, someone searching for \u201cmortgage\u201d is less likely to become a customer than someone who searches for \u201chow can I refinance my home?\u201d.<\/li>\n<\/ul>\n<p>While there are certainly many more deciding factors when it comes to keyword research, the items mentioned above are a good starting point.\u00a0 In the end, it\u2019s NOT a matter of deciding whether to pursue SEO or PPC in your <a title=\"Mortgage Marketing with MoreLoans4U\" href=\"http:\/\/www.moreloans4u.com\" target=\"_blank\">mortgage marketing<\/a> strategy, it\u2019s a matter of effectively using them both in tandem, to maximize your search engine traffic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps the most effective mortgage marketing strategy to generating website traffic can be traced back to SEO (Search Engine Optimization) and PPC (Pay Per Click). At<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":5,"featured_media":85,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[159,185,225,262,271,300,303],"class_list":["post-73","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mortgage-marketing-tips","tag-loan-officer","tag-marketing-for-mortgage","tag-mortgage-marketing","tag-pay-per-click","tag-ppc","tag-search-engine-optimization","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Integrating SEO and PPC Into Your Mortgage Marketing Campaigns | MoreLoans4U<\/title>\n<meta name=\"description\" content=\"Perhaps the most effective mortgage marketing strategy to generating website traffic can be traced back to SEO (Search Engine Optimization) and PPC (Pay\" \/>\n<meta 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