Internal Linking for Mortgage Broker Websites: What Actually Works
This article is by Australia's #1 Mortgage Broker SEO Agency, we've helped brokers generate over $500M in new leads through Google and AI-search. We can help you too, simply book a call here.
You've put time into building pages on your broker website. A refinance page here, a first home buyer page there, maybe a few location pages or a blog post or two. But if those pages aren't connected to each other in the right way, Google struggles to understand what your site is about, and borrowers can't find what they're looking for once they land.
Internal linking is one of the simplest things you can do to make your existing site work harder. It doesn't require new content or a technical overhaul. It's about making sure the pages you already have are pointing to each other clearly and purposefully.
At Copyburst, we work with brokers across Australia on mortgage broker SEO, Google Business Profiles and AI search, and internal linking is something we fix on almost every site we touch. In this article, we'll cover what it is, why it matters and what to do about it.
Key takeaways
- Every page you want found needs at least one link pointing to it from another page.
- Descriptive link text tells Google and borrowers what the linked page is about.
- Your most valuable pages should be the easiest to reach from the rest of your site.
What is internal linking for a mortgage broker website?
Internal linking is the practice of connecting pages on your own website to each other using clickable links. When you link from your refinancing page to your first home buyer page, that's an internal link. It helps Google discover and understand all the pages on your site, and it helps a borrower who landed on one page find the next thing they need. According to Google's SEO starter guide and link best practices, links are how Google discovers new pages, and descriptive link text helps both people and Google understand what the linked page covers. Every page you want found should be linked from at least one other page on your site.
Why do brokers underestimate how much linking matters?
Most broker sites are built page by page, added as needs arise. A broker adds a construction loan page, then a self-employed page, then a blog post about the home guarantee scheme, but none of them link to each other. The result is a site where Google sees a collection of isolated pages rather than a connected resource, and borrowers who land on one page have nowhere natural to go next.
Think about what a first home buyer does at 9pm, sitting on the couch and wondering whether they can actually afford a house in your area. They search "mortgage broker near me" and land on your first home buyer page. If that page doesn't link to your low deposit options page, your government grants page or your contact form, they're likely to go back to Google and try another broker instead.
- Orphaned pages: pages with no links pointing to them that Google and borrowers can only find by accident.
- Generic link text: links that say "click here" or "read more" instead of something descriptive like "how refinancing works for investors".
- No path to enquiry: pages that explain a loan type but don't link forward to a contact or booking page.
| Expert tip Open your website on your phone and pretend you're a first home buyer who just landed on your main service page. Try to find the next logical thing they'd want to read or do. If you can't find it in one tap, that's a gap. Copyburst maps these paths as part of every SEO engagement. |
How does internal linking affect your Google rankings?
Google uses links to discover pages and as a signal of relevance, according to Google's link best practices documentation. When a page on your site links to another page using descriptive text, it tells Google something about what that second page is about. The more pages that link to a particular page on your site, the more weight Google's systems give it.
For a broker site, this means your highest-value pages, like your refinancing page or your first home buyer page, should have links pointing to them from multiple other pages. A blog post about fixed versus variable rates should link to your refinance service page. Your home page should link to your key loan type pages. Your location pages should link to your contact page and your main services.
“When I look at broker sites, the pattern I see most often is a home page that links to five or six service pages, and then nothing links anywhere else. Every other page on the site is essentially a dead end.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
The fix is to think about each page you publish as a step in a journey, not a standalone document. Where does it sit in the path from "borrower searches" to "borrower enquires"?
| Mortgage broker SEO Need help with your broker SEO? We help mortgage brokers get found first in Google, Google Maps and AI search.
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What should you actually link to, and from where?
Say you're a broker who covers refinancing, first home buyers, self-employed lending and investment loans. Your site has a page for each of those, plus a home page, an About page and a contact page. Here's how to build the links that do the most work:
- Start with your home page: link it to every major service page using descriptive text like "refinancing options for existing homeowners" or "first home buyer loans", not just the loan type name.
- Cross-link related services: your self-employed page should link to your investment loan page (and vice versa), since many self-employed borrowers are also investors.
- Link every page to a next step: every service page and every article should link to either a related page or your contact page. There should always be somewhere to go.
This structure means Google can follow a clear path through your site, and a borrower landing on any one page is always one click away from finding something useful or getting in touch.
| Expert tip Read your most recent blog post or article and ask yourself: does it link anywhere useful on my own site? If the answer is no, add one link to a relevant service page with a short description of what's there. That one change makes the article work harder immediately. |
How does internal linking work for your local pages?
If you have location or service-area pages on your site, the way they connect to the rest of your site matters just as much as what's on them. Each location page should link to the relevant service pages (so your area's page links to refinancing, first home buyers, and whatever loan types are common in that area) and your contact page. And your main service pages should link back to your location pages where it's relevant.
This is especially important for local search. Google's guidance says your position in web results is also a factor in local ranking, so a site where every page is connected and easy to navigate gives your Google Business Profile a stronger foundation. When a borrower searches "mortgage broker near me" and you appear in the Map Pack, the website they click through to needs to pick up where that listing left off, with clear, connected pages that explain what you do and how to reach you.
| Page type | Should link to | What good looks like |
|---|---|---|
| Home page | All major service pages and contact | Descriptive link text for each loan type |
| Service pages | Related services, location pages, contact | At least one outbound link per page body |
| Location pages | Relevant services and contact | Specific content about lending in that area |
| Articles and blog posts | Relevant service page and contact | One contextual link to a service page per article |
| About page | Key services and contact | Clear path for someone who wants to get started |
“The first thing we do when fixing a broker's site structure is map the pages that generate enquiries, then check whether the rest of the site actually links to them. Usually it doesn't, and fixing that alone moves things noticeably.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
What do brokers get wrong with internal linking?
The most common mistake is using vague link text. A link that says "find out more" or "click here" tells Google nothing about the page it's pointing to. Google's link best practices documentation is clear that descriptive anchor text helps both people and Google understand what the linked page covers. So "learn about our self-employed home loan options" does more work than "read more".
The second common mistake is linking two different pages to the same search term, which means they compete with each other rather than supporting each other. If you have a refinancing page and a blog post both targeting "mortgage broker refinancing", they're working against each other. The fix is to merge the content onto one strong page and link the other to it, or to make sure each targets a clearly different search.
- Vague link text:"click here" and "read more" give Google no context about the destination page.
- Competing pages: two pages targeting the same search undercut each other instead of building on each other.
- No link to contact: pages that explain a loan type but leave the borrower with nowhere to go next.
| Expert tip Search Google for one of your main services (like "refinance broker" plus your suburb) and look at which of your pages, if any, appears. Then check whether your other pages link to that page using a description of the service. If they use "click here" or nothing at all, rewrite those links with the service name. Copyburst audits this across every page as part of our SEO work. |
| Mortgage broker SEO Need help with your broker SEO? We help mortgage brokers get found first in Google, Google Maps and AI search.
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What else do brokers ask about internal linking?
Do I need lots of pages before internal linking makes a difference?
No. Even a small site benefits from good linking. If you have five pages and none of them link to each other, fixing that is worth doing right now. Google's guidance is simple: every page you want found should have at least one link pointing to it from somewhere else on your site.
Should I have a page for each suburb I cover?
Only if each page has something genuinely useful and specific to say about lending in that area. Google's spam policies flag near-identical pages built just to rank in different locations. A smaller number of well-written, properly linked location pages will outperform a large set of thin ones.
Will I lose rankings if I move or rebuild my website?
Rankings can fluctuate during a site move. Google's guidance on site moves says to use permanent redirects from old URLs to new ones and to keep them in place. A rebuild done without that step often drops rankings that take time to recover. It's one of the things Copyburst manages carefully.
How does Copyburst improve a broker's internal linking?
We audit every page on your site to find pages with no links pointing to them, links using vague text, and pages that don't link forward to a contact or next step. Then we fix the structure so your most valuable pages are the easiest to reach from everywhere else on your site.
Can Copyburst rebuild my website as part of SEO?
Yes. We build broker websites designed to rank and convert, with the right page structure, internal links and on-page content built in from the start. For many brokers, a rebuild is the most efficient way to fix a site structure that's holding back their rankings.
Your next steps
Start by reading through your most important service page and asking whether it links to anything else on your site. Then check whether your home page links to all your major service pages with descriptive text. Those two checks alone will show you where the gaps are.
If you want help with your broker SEO, book a call with the Copyburst team.
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Sources and further reading
This article provides general information about SEO, AI search and digital marketing for mortgage and finance brokers. It is not credit assistance, financial, legal or tax advice, and does not take into account your business circumstances. Search, ranking and lead outcomes vary and are not guaranteed. Figures are sourced from the organisations named and were current at the time of writing.