Finance marketing
SEO for brokers
and advisers.
Finance is 'Your Money or Your Life' content, so Google holds it to a higher standard: clear authors, accurate facts and nothing that reads like hype. The pages that rank for brokers are specific (a situation, a suburb, a calculator that explains itself), and they stay on the information side of the line. For financial advisers, ASIC's RG 244 draws it between factual information, general advice and personal advice. For brokers, it's the point where a page suggests a particular loan, which brings in responsible lending obligations.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.Money pages are
held to more.
Google's quality rater guidelines put financial topics in 'Your Money or Your Life', where poor information can do real harm. Raters look for who made the page and whether they have the expertise. Raters don't set rankings, but the guidelines show what Google wants to reward.
Google's own guide to helpful, reliable content asks the same questions: who made it, how, and why. For a broker, that means a named author with their credit representative or authorised representative number, a 'last checked' date on anything with rates or rules, and sources for the facts.
Information,
not advice.
ASIC's RG 244 sets out the difference between factual information, general advice and personal advice. The MFAA warns that 'educational' content can drift into advice if it suggests what a client should do.
A simple test: 'Lenders usually look at two years of tax returns for self-employed borrowers' is information. 'You should refinance now' is a recommendation. Keep pages to the first kind and save the second for the conversation. Financial advisers can publish general advice, but it needs a general advice warning: that it doesn't take the reader's circumstances into account.
Pages for
situations.
Rate pages are dominated by lenders and comparison sites. Situation pages are where a broker can be the best answer.
- Self-employed and low-doc borrowers: what lenders ask for, and why.
- First home buyers in your state: schemes, grants and the order things happen.
- Refinancing when a fixed rate ends: the dates and decisions.
- Separation and buying out a partner.
- Your area: the suburbs you work in, with what you know about them.
Calculators that
earn their place.
A borrowing or repayment calculator is one of the few broker pages people link to. ASIC's updated RG 234 adds guidance on customer tools, including those using AI, and expects them to show their features, benefits, risks and limitations, not just a number.
Calculator check
Is your calculator
fit to rank?
Tick what your borrowing or repayment calculator does now. It scores it against ASIC's guidance on customer tools and what makes a page worth linking to.
Score
0 / 8
Fix first
What I see most often
What I see
most often.
- 1
Pages copied from the aggregator
The same supplied articles as many other broker sites, so none of them stands out.
- 2
Rates with no date
Rates quoted in old blog posts, still live with no date.
- 3
'You should' all through the blog
Educational posts that end with a recommendation, which is where advice begins.
- 4
Calculator with no assumptions
A borrowing power number with nothing on what it assumes or leaves out.
The honest bit. SEO is slow for brokers, because lenders and comparison sites own the big searches. Win the specific ones first: your area, your situations, your calculator.
Questions
people ask.
Is mortgage content YMYL?
Yes. Google's quality rater guidelines treat financial topics as 'Your Money or Your Life', held to a higher standard.
What is the difference between general advice and factual information?
Factual information is objective and could be checked. Advice suggests what someone should do. For financial products, ASIC's RG 244 sets the line. For home loans, the line is suggesting a particular loan.
Do mortgage calculators help SEO?
They can, because people use and link to them. ASIC now expects customer tools to show their limitations, which also makes them more trustworthy.
How can a broker rank on Google?
Set up the Google Business Profile, build pages for the situations you handle and the areas you serve, add a calculator that explains itself, and keep rates and dates current.
Related
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going.
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- 2I go through it and write up the 3 biggest fixes.
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