--- title: "SEO consultant for brokers: mortgages, insurance" url: https://kevinpapot.fr/en/seo-courtier author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Credit and insurance brokerage # SEO for brokers: get enquiries from borrowers in your area, without depending on comparison sites. A buyer looking for a broker first sees comparison sites, online brokers and bank websites. These players buy advertising all year round and publish hundreds of pages. On general searches, an independent firm won't get ahead of them, and I'd rather tell you that now. That leaves searches that include a town, a type of project or the wish to talk to someone. I work your Google Business Profile and website for those, with your mandatory disclosures in their place. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. **15 years** in SEO **4 books** on SEO and GEO **200+ sites** tracked every day **1M / month** visits to my e-commerce site They trusted me with their visibility DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a broker? SEO for a broker is the work that makes a brokerage firm visible on Google when an individual or business in its area looks for help with a loan or insurance. It relies on an accurate Google Business Profile, a website page for each type of project the firm handles, and a named presentation of the brokers with their registration. It is measured by the meeting requests received, and it is done within the framework that applies to credit advertising. The problem ## What holds brokerage firms back on Google. Symptom 1 ### Comparison sites own the rate searches As soon as a search mentions rates or simulations, the page is taken by comparison sites and online brokers. They devote entire teams to it. You have neither the interest nor the means to go after them there. Your place is on searches where the borrower specifies their town or situation. Symptom 2 ### Bought contacts, shared with other firms Many brokers pay platforms for contact leads. The same request often goes to several competitors, and whoever calls back first wins. You pay every month without building anything that belongs to you. Symptom 3 ### A network site that looks like the one next door If you're affiliated with a network, your branch page repeats the text of every other branch. Nothing on it says who meets clients, for which applications, or in which towns. Google has no reason to prefer it to another. An audit, for real ## What I see in thirty seconds on a broker's website. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Broker | Find your financing https://votre-cabinet-courtage.exemple **YOUR FIRM**Home · Our solutions · Calculator · Contact Your project, our priority We support you in finding your financing, for all your projects. Calculate my loan **Credit**All projects **Insurance**All projects **Calculator**Calculate **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***Neither town nor type of loan in the title**“Find your financing” could be a comparison site's title. “Mortgage broker in Angoulême: first purchase, new build” places the firm and what it does. 2. *2***A calculator in the main menu**It takes the place of a useful page. The borrower first wants to know who you are and how an application works with you. 3. *3***“Your project, our priority”**This sentence names no project. Write the ones you handle and the town where you meet clients. 4. *4***Keys on a house plan**This stock photo appears on many sites in the sector. A portrait of the broker, in their office, is more reassuring before handing over bank statements. 5. *5***“All projects”, twice**The first-time buyer and the tradesman don't feel concerned. Replace these blocks with entries by situation, with your disclosures underneath. What your customers type ## What a borrower types when looking for a broker. Six searches I expect to find for a local brokerage firm. They serve as examples. The audit gives the real list for your area and your activities. *1*“mortgage broker” followed by the name of your town : The borrower wants a contact nearby whom they can meet. It plays out on the Google map, then on local websites. The profile must show the right category, an address where you meet clients and opening hours you keep. *2*“first-time buyer mortgage broker” and a town : This person has never put an application together and doesn't know where to start. A page written for them describes the steps in order, the documents to gather and when you step in. It gives no figure-based advice. *3*“broker or bank” : The question is general, and the big sites already answer it. I still cover it on your site, in a few honest paragraphs, because your visitors ask it before calling. The page explains your role, how you are paid and what you don't do. *4*“mortgage protection insurance broker” and a town : If you also work in insurance, it deserves its own page. A borrower who types this already has their loan or is about to. They want to know how the process works with you and how long it takes. *5*“business loan broker” or “loan broker for a shop” : A tradesman or shopkeeper is looking for someone who understands a balance sheet and a business start-up plan. Few local sites have a page for them. If you handle these applications, say so clearly, with the types of projects you support. *6*“debt consolidation broker” and a department : This search is sensitive and regulated. I only work on it if you carry out this activity, and every sentence on the page goes through your approval. The text describes your method and your disclosures, without promising anything about the outcome. What works ## The five levers of a brokerage firm. Lever 1 ### A complete Google Business Profile per branch It carries the local searches. I check the category, address, appointment hours, description and photos of the premises. A firm with two branches has two profiles, each linked to its page on the website and to the broker who meets clients there. Lever 2 ### One page per type of project First purchase, second home, buy-to-let, new build, business loan, mortgage protection insurance: each of these projects has its own searches. Each page says who it's for, how the application runs with you and what the client should bring to the first meeting. Lever 3 ### Brokers, named and registered People hand over their income and bank statements to a person, not a brand. Each broker has their own page: background, the projects they handle, where they meet clients, their registration. These pages also help Google and AI tools understand who is speaking on the site. Lever 4 ### Your mandatory disclosures, readable everywhere I don't write your disclosures; that's your responsibility and your compliance team's. I make sure they appear on every relevant page, in a readable place, and that no title or description contradicts them. Lever 5 ### Reviews that tell the story of an application A review that mentions the town, the type of project and how the follow-up went carries more weight than a star rating alone. I help you ask for it at the right time, after signing for example, and reply to each one without giving any personal information. What costs dearly ## The mistakes I spot on brokers' websites. Mistake 1 ### Showing a rate to attract clicks That's comparison-site territory, and it's also a part of your communication that is closely monitored. A figure in the spotlight ages fast and exposes you. I put none in your titles or descriptions. Mistake 2 ### A calculator instead of content A calculation tool embedded from a provider gives Google no text. The visitor has already used one elsewhere. What they can't find elsewhere is an explanation of how you work and the name of the person they'll speak to on the phone. Mistake 3 ### A single page for credit and insurance These two activities have neither the same client nor the same searches. Mixed on an “Our solutions” page, they answer neither. Separated, each can appear for what your future clients type. Mistake 4 ### Letting the network's branch page do all the work This page gives you an address online, nothing more. If your contract allows it, I add what is specific to you: your area, your brokers, your types of application, your reviews. The method ## What I set up for a brokerage firm. Four steps. The first concerns your regulatory framework, because it sets what I'm allowed to write. 1. **The framework.** You send me your mandatory disclosures and the guidelines from your compliance team or network. I write within those limits. 2. **The projects.** We pick the types of application you want to grow. I leave aside the searches held by comparison sites. 3. **The pages.** One page per project, per branch and per broker. You approve each text before it goes online. 4. **The follow-up.** Every month, I count calls, forms and meetings, and note the page that brought them in. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Brokerage in Charente. In Charente, people mostly buy houses: on estates around Angoulême, stone houses in small towns, sometimes with outbuildings in the countryside. Comparison sites describe a national market and say nothing about these purchases. Newp, the agency I co-founded, is based in the department, and I build your pages at that scale. ### Angoulême and its surrounding area Most of the department's searches start from there. A buyer from Soyaux or La Couronne often types the name Angoulême. Your branch page must name the town, the neighbouring towns and where you meet clients. ### Cognac and the vineyard country Around Cognac, your clients often work in or for the cognac industry: employees, growers, tradespeople. Some projects combine a home and a business. If you handle them, a page describes them in their own words, without straying into advice. ### Small towns and the countryside In Ruffec, Barbezieux or Confolens, the bank branch is sometimes far away and the broker travels. If you hold a regular local session or meet clients at home, this must appear on the profile and the website, with the days. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a broker. Some borrowers now ask an AI like ChatGPT, Gemini, Claude or Mistral before opening Google. The question looks like this: “we're buying a house near Jarnac, it's our first loan, who should we go to in the area?”. The AI explains what a broker does, then sometimes cites firms. It finds them in what is published: your website, your Google Business Profile, your reviews, professional directories. A firm described the same way across all of these is easy to pick up. “Mortgage broker in Jarnac, first purchase and new build, appointments at the office” gives it facts. “Your project, our priority” gives it none. I include neither rates nor promises. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWe're buying our first house near Angoulême and the preliminary agreement is signed. Which broker should we turn to? Answer Three options for this first purchase: 1. **Our client**— brokerage firm in Angoulême: mortgages for first-time buyers, named broker with registration, application steps and documents to gather described on its site, appointments at the office. 2. — online comparison site, form followed by a call back from a remote adviser. 3. — national brokerage network, branch located in another town. Firm's websiteGoogle Business ProfileCustomer reviews **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three brokers' situations. These three firms are made up. They show how the work changes depending on the starting point. Your plan will come out of the audit of your own situation. ### An independent broker starting out He has just obtained his registration and works alone, without a network. 1. Open the Google Business Profile and a branch page that names the town. 2. Write a first-purchase page and a page on his role as a broker. 3. Include the approved disclosures on every page of the site. ### A branch affiliated with a network It has a page provided by the network and depends on bought contacts. 1. Check with the network what may be changed or added. 2. Present the branch's brokers, with their projects and where they meet clients. 3. Ask for a detailed review after each signed application. ### A firm adding business loans It mainly handles individuals and wants to become known to tradespeople and shopkeepers. 1. Create a business loan page, separate from the personal pages. 2. Describe two types of projects handled, without names or amounts. 3. List the firm in the business directories of its area. In practice ## What you get. - A checked Google Business Profile for each branch - A page for each type of project you decide to grow - A page per broker, with their registration - A check that your disclosures appear on every page - A monthly review of enquiries received, sorted by project Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month. **Before we talk tags, we talk margin, average basket and profitability.** When you book a call, I'm the one who picks up. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and brokerage: your questions. Can we get ahead of the comparison sites? On national searches, no. I'm not selling you that idea. On a search that contains your town or a specific type of project, a local firm has every right to be there, and the Google map is open to it. Does your work take our regulations into account? Yes, it's the starting point. You give me your mandatory disclosures and your internal guidelines. I quote no rates and promise no savings. When a wording raises a question, your compliance officer decides. Do you write advice about loans? No. I give no financial advice, and neither does the site. The pages describe your trade, your steps and the documents to prepare. Anything to do with the substance of the application stays in your meeting. Should we stop buying contacts? Not overnight. Until the site brings in its own enquiries, these purchases keep the firm going. The aim is to reduce that share over the months, by comparing what a meeting costs from each source. We're part of a network. Do we control our website? It depends on your contract. Some networks allow a branch website, others only a page. I start by reading what's provided for, then I work on what's permitted: the Google Business Profile, the branch page, the reviews. Are Google reviews useful for a broker? Yes, as long as you stay discreet. A client can describe their experience without detailing their application. I prepare a simple way for you to suggest it and replies that reveal nothing about their situation. Do we need a blog on credit news? I advise against it in most cases. These articles need constant updating and put you up against the big sites. A few stable pages on your projects and your method are more useful. How long before the first enquiries? A corrected Google Business Profile often moves within a few weeks. Project pages take several months to find their place. I don't commit to any date. I show you the progress at each monthly review. Do you also work with insurance-only brokers? Yes. The method is the same: one page per need and per type of client, a named contact, up-to-date disclosures. The searches differ, and I study them separately. What is your experience? Fifteen years in SEO and four co-written books on the subject. I'm not a broker and I don't claim to be. I know how to find what your future clients are looking for, and I leave you in charge of everything that belongs to your trade. --- Source: https://kevinpapot.fr/en/seo-courtier · Kévin Papot, SEO and GEO consultant, Charente (France).