Overview
NeedingAdvice.co.uk Ltd is an independent whole-of-market mortgage broker based in Huddersfield, UK. The business provides advice on mortgages, protection, equity release and other financial products, serving clients across the country.
I joined the company in mid-2021 as their Digital Marketing and SEO Specialist, supporting the brand’s online growth through organic search optimisation, content strategy, and performance analytics.
Objectives
• Improve search engine visibility in a competitive financial services sector (YMYL category)
• Increase organic lead generation from high-intent mortgage-related keywords
• Build topical authority in niche areas like bad credit mortgages and commercial lending
• Strengthen brand trust across organic search and local SEO
Key Contributions
- Conducted in-depth SEO audits and fixed technical site issues affecting crawlability and indexing
- Planned and implemented a content strategy targeting over 50 mortgage-related keyword clusters
- Created and optimised articles, landing pages, and service pages for long-tail and location-specific searches
- Improved site architecture and internal linking for stronger content hierarchy
- Managed on-page SEO across metadata, headers, image optimisation and schema markup
- Helped rank over 2,000 keywords, many on Google’s first page
- Supported Google Ads and CPC improvement strategies where relevant
- Built backlinks through contextual outreach and relevant directories
- Oversaw and updated over 50 Google Business Profiles for local visibility
Outcomes
- Consistently delivered 10 to 20 qualified mortgage leads per day through organic search
- On average, one lead converts daily, generating a minimum of £1,000 in broker commission
- Achieved over 15,000 monthly visitors through SEO, with millions of impressions across mortgage-related searches
- Ranked on the first page of Google.co.uk for key high-intent keywords — often outranking major banks and national mortgage brokers
- Built strong topical authority in niches such as bad credit mortgages, buy-to-let, and self-employed lending
- Laid the groundwork for sustainable, long-term growth through ongoing content and technical optimisation