SEO Agency

SEO that brings UK mortgage and insurance brands leads from Google

A mortgage or insurance brand competes on Google with comparison sites, lenders, insurers and large brokers for the same searches, and many of its pages need compliance sign-off before they go live.

As an SEO agency for financial services, we work inside those constraints. We find what your buyers search for, build a site that Google can read and trust, and write the pages that answer them. We judge the work on the leads it brings.

VIMT is an AI search and SEO agency for UK financial services, specialised in mortgage and insurance, that measures what AI answers say about the market every month.

What SEO covers for a mortgage or insurance brand

SEO for a mortgage or insurance brand covers the searches you answer, the way your site is built and described, the pages you publish, and the authority other sites give you.

Google and AI tools draw on what they can read about your business: your site's structure, its structured data, its content and what other sites publish about you. When those sources disagree, the description they use may not be yours. The six parts below keep your own sources consistent.

  • Search demand

    We start from what UK buyers type into Google, from rates and calculators to first-time buyer questions, and match each search to the page that should answer it, starting with the searches closest to an enquiry.

  • Site structure

    We organise the site the way people search, so that each product and each question has one clear page, reached through internal links.

  • Brand description

    We make your site describe the firm, its products and its people in the same way on every page, in the text and in structured data that you control.

  • Content

    We write rate pages, guides and comparison pages around real demand, in a form your compliance team can approve.

  • Technical health

    We fix what stops Google from reaching or reading your pages: crawl problems, slow pages, duplicate pages and broken redirects.

  • Authority

    We earn links and mentions from the sites your buyers already read, such as the press and specialist publications.

How we work on your organic search

We work on the whole of your organic search, from what your buyers type into Google to what they find after the click, and we build the changes ourselves.

Our approach page sets out the five questions we ask about a site before we change it. On an SEO engagement, they turn into four steps, each with something you receive.

  1. 01

    We map the demand. We list what your buyers search for on Google, grouped by topic, and check which of your pages already answer each search.

    You get that map, with the searches that none of your pages answers yet.

  2. 02

    We fix the structure of your site: its architecture, internal links, structured data and technical health, so that Google can reach and read every page that matters.

    You get the site plan and a dated list of every correction.

  3. 03

    We build the content and the links. We write pages around real demand, put them through your compliance sign-off, and earn links where they help.

    You get a page-by-page record of what was published or obtained.

  4. 04

    We measure the change in the leads that organic search brings you, and in Search Console on the same searches, before and after.

    You get a written account of what moved, in leads and on those searches, and of what did not.

How FCA rules shape SEO content

Content from a mortgage or insurance firm can be a financial promotion, and it then needs compliance sign-off before it goes live.

We write rate pages, guides and comparisons so that they can pass that review: claims your compliance team can check, and no wording that promises an outcome.

Pages go live after your compliance team signs them off, so publication dates depend on your review time. The detail of the rules, including the Consumer Duty and appointed representatives, is on our GEO and AI SEO page.

Who leads your SEO work

Cédric Multerer, co-founder of VIMT, leads the SEO work.

Co-founder, VIMT

How an SEO engagement starts

We work with you for an initial three months, and then month by month while the searches keep moving.

In month 1 we map the demand, record where your pages stand on the searches that matter, and correct the structure of the site.

In months 2 and 3 we build and publish the content, after your compliance sign-off, and work on links. At the end of month 3 we read the same searches and your leads again, and give you a written account.

Updated September 2026

What our data shows about Google and UK mortgage searches

  • About six in ten of the sources that AI Overviews cite on UK mortgage questions also rank in Google's top 10 for the same question.
  • When AI Overviews cite a micro company, its site is outside Google's top 10 for that question in 62.2% of cases, against 27.9% for a large firm.
  • Calculators and tools, stamp duty calculators included, account for 40.7% of the monthly Google searches on the 500 UK mortgage, credit and home-buying terms we track that contain no brand name, in Google Keyword Planner data read in September 2026.
Read the September study

What brands want to know about SEO in financial services

How long does SEO take for a mortgage or insurance brand?
We cannot promise a date. The first three months cover the demand map, the site structure and the first pages built. From the start we read your leads from organic search and Search Console on the same searches, and each month we report what has moved and what has not.
Do you handle technical SEO as well as content?
Yes. Site architecture, structured data, page speed, crawl problems and content sit in the same engagement, and we make the changes ourselves.
Do you also work on AI answers?
Yes. Many of the sources that Google's AI Overviews cite also rank in Google's top 10, and our GEO and AI SEO work covers what those answers say about your brand.
What do you deliver each month?
A written update: the leads that organic search brought in, what changed in Search Console on the searches we track, what we did, and what comes next, with dates.
What affects the cost of SEO work?
The size of your site, the number of searches we track, how much we build compared with how much we advise, and the time your compliance review takes. We agree the scope with you before we talk about a price.

The first step is a short call. We agree the searches to track and the scope of the first three months, then start with the map of your demand.

Let's look at your search experience

A first conversation, no deck and no pitch. Just what your firm is seeing in search today, what the models say about you when someone asks, and whether the problem is worth solving.

Get in touch

Or email us directly at hello@vimtagency.com