Background

Opportunity to own the category in New Zealand…

In 2021 Marcus Phillips left his position as a director at FX company XE.com to launch mortgages.co.nz

International research by KPMG demonstrated that more than 90% of consumers were turning to the internet to research mortgages, home loans and property finance.

The New Zealand mortgage information and advice landscape is fragmented with few portals offering unbiased information and advice, presenting an opportunity for a single portal to own the category.

Marcus engaged Organik Search to help.

Research and competitive analysis

A data led approach to building the foundation

Significant research and competitive analysis highlighted the opportunity for a single web / media property to dominate the mortgage information market in New Zealand

All major banks, mortgage broker sites and financial lending sites were included in the analysis. Organic search visibility is currently dominated by sorted.co.nz, interest.co.nz and moneyhub.co.nz (350K organic visitors). None of these are dedicated mortgage, home loan or property finance websites.

New Zealanders are searching for mortgage related information online with almost 200,000 relevant searches per month. Over 2000 mortgage related keywords (search terms) were assessed against online competitors for short, medium and long term opportunities.

Laying The Foundation

An integrated approach to organic search…

The research into what information New Zealanders were ‘searching for’ as well as the competitive landscape and keyword road map informed the website’s entire structure, information architecture, navigation and content.

Copywriters with experience in the finance / mortgage / home lending category were engaged to build out content inline with the research and keyword roadmap.

Target web pages and content were optimised in accordance with natural language processing, semantic analysis and entity matching. Coupled with a more traditional approach to Search Engine Optimisation (building topical relevance and authority) this approach is at the forefront of search engine optimisation.

A small scale Digital PR campaign was used to launch the site and support building authority, topical relevance and topical trust flow.

Appropriate topical news and blog articles were amplified on social media, both organically and through influencer outreach.

Results to date

Unprecedented results for a brand new website…

Just 6 weeks post launch we are already seeing the kind traction mortgages.co.nz had hoped to see in months 3-6

Organic Visibility has climbed rapidly post launch with dozens of highly competitive ‘mortgage related’ keywords dropping into the first page of Google’s Search results, including the term ‘mortgages’ and ‘mortgage’  – all within 6 weeks.

Given the unprecedented early traction we have complete confidence that we have laid an organic foundation to dominate the New Zealand mortgage, home loan and property finance market.

Mortgages.co.nz Home Page

 “I was referred to Organik Search from a good mate who works in marketing specialising in SEO, therefore I had very high expectations.  However I am astounded that mortgages.co.nz are the 3rd organic search result for ‘mortgages’ on page 1 of Google after launching as a brand new website, obviously far exceeding my wildest dreams.

This result is entirely due to the expertise of Brendan, he had complete autonomy of the research, design and structure of the site.  He has patiently led me through the intricacies of creating a new website from scratch, and helped me to understand the importance of delivering specifically researched, expertly written, relevant and engaging content.

It is impossible to articulate the value he has delivered in such a short space of time, it has been immeasurable – particularly for someone like me with limited/no SEO experience.  Without his work ethic, guidance and expertise I would be the owner of a very different website, likely not ranking on Google yet.  Instead, I proudly sit prominently featured on page 1 for numerous mortgage keywords and phrases – thank you Brendan.

Marcus Phillips | CEO Mortgages.co.nz

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