Mortgage Technology Firms Underutilize Search Engine Marketing Techniques: SEO Adoption among Mortgage Industry's B2B Players Mostly "Misses the Mark"

Share Article

An audit of the Top 50 mortgage technology providers' web sites reveals that most underutilize search engine marketing techniques, and those that do employ "ad word" and "search term" campaigns are not achieving their desired outcomes. Depth Public Relations, a financial public relations and marketing services provider for business-to-business firms, conducted the audit as part of its clients' search engine optimization projects in September, 2007.

Whereas vendors who get out in front on the search engines will find a powerful and extremely cost effective tool for gaining industry recognition and reaching potential customers who would otherwise be logistically or financially infeasible to pursue.

    Utilizing the analytics tools provided by search engine icon Google, DepthPR audited the key words visible through the web sites of a statistically valid sample of 15 of Source Media's 2007 50 Top Mortgage Technology providers. By comparing and contrasting a site's keyword selection against the terms that are actually searched, DepthPR research detected a significant disconnect.

For example, a mortgage lending technology vendor that has selected "enterprise lending solution" as a keyword is likely disappointed by its Internet search results, since only a negligible number of searches are ever conducted for that particular term - and those are very likely internal or competitor searches. In other words, lenders are not seeking LOS solutions on the Internet using that term, said DepthPR's SEO strategist.

"Now more than ever, mortgage technology vendors need to explore alternative marketing sources," said Kerri Milam, DepthPR founder and principal. "One of the most powerful, underutilized (and most often poorly used) tools available today is search engine optimization and search engine marketing."

Of note, according to Milam, those vendors with financial services offerings outside the mortgage industry are more likely to demonstrate the most sophisticated understanding of the relationship between keywords and real world searches that deliver prospects.

"In a time when originations are slowing down, vendors who continue to rely on traditional marketing methods will be limited by reach, capital, manpower and time," said Milam. "Whereas vendors who get out in front on the search engines will find a powerful and extremely cost effective tool for gaining industry recognition and reaching potential customers who would otherwise be logistically or financially infeasible to pursue."

About Depth Public Relations

Atlanta public relations firm Depth Public Relations (DepthPR) launched in 2006 to leverage its founder's more than 25 years' experience in delivering strategically grounded financial public relations and marketing services. DepthPR founder and principal Kerri S. Milam is a veteran in the private, public and non-profit sectors, including as regional marketing director with KPMG, client service executive for Ketchum and Porter Novelli Public Relations, and public affairs manager for Georgia's affordable housing authority and a major metro Atlanta county. She was an editor of Pension World magazine and a contributing writer for TechLinks - A Guide to Technology in Georgia, and The Savannah Business Chronicle. Depth Public Relations specializes in financial public relations and technology public relations, and business-to-business marketing.

For more information about how to utilize search engine marketing and optimization techniques as part of an overarching marketing and public relations strategy, please contact info@depthpr.com.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Kerri Milam
Visit website