Mortgage broker SEO case study: 6,530 Google impressions and 102 clicks earned in six months in a competitive YMYL category, from a starting point of zero.

A mortgage brokerage site earned 6,530 Google impressions and 102 clicks in its first six months in a YMYL category, at an average position of 20.5 and a 1.6% CTR. The challenge: mortgage search is YMYL, dominated by lenders and comparison sites, with no historical data, and the previous six-month window shows zero impressions. What we did: one page per loan product with eligibility, process and disclosure content; named authorship and licence details; explainer pages and a repayment calculator capturing research-stage demand; FAQPage and BreadcrumbList schema; technical fixes in the first sprint; and accuracy, freshness and sourcing reviews across all content. Why CTR looks high: 1.6% at position 20.5 is above normal for that depth, reflecting closely matched titles and a query mix weighted toward specific questions.