Two decades of reputation. Now the search visibility to match.

$950 million in settled loans on the Gold Coast, and a search presence that had not caught up.

85%

organic search users

35%

impressions

21%

clicks

Services Used:

SEO

Industry:

Financial Services

Platform:

WordPress

Region:

Gold Coast, Australia

Website:

gomc.com.au

Meet Go Mortgage.

GOMC is an award-winning, independent finance broking business based in Arundel on the Gold Coast. Since 2006 they have settled over $950 million in loans for more than 1,600 families, with access to 65+ lenders across first home buyers, investment, refinancing, SMSF and self-employed lending. That reputation, though, does not automatically translate into search visibility. Go Mortgage partnered with First Page to rebuild their technical foundations, deepen their content and turn organic search into a genuine lead channel.

The challenge.

Go Mortgage came to us mid-migration, in one of the most heavily scrutinised categories in search:

A recently redesigned and migrated website. Go Mortgage rebuilt and migrated their site between February and March 2026. A migration is the single riskiest moment in a site's SEO life, and this one needed protecting, not just monitoring.
A fiercely competitive local market. Mortgage broking on the Gold Coast is crowded with national brands, aggregator networks and established local competitors all chasing the same high-intent searches. Visibility had to be earned against players with far bigger footprints.
5,850 pages returning 404. When Go Mortgage joined First Page, the site was serving thousands of broken URLs, bleeding crawl budget and link equity and sending Google all the wrong signals about site quality.
302 pages crawled but not indexed. Hundreds of pages Google had found but chosen not to index, which meant a meaningful chunk of the site simply could not rank at all.
A backlink profile hit with spam. The domain had been targeted with spam links, undermining the authority Go Mortgage needed to compete in a category Google scrutinises harder than almost any other.

Our strategic approach.

Nothing else could work until the site was crawlable and trustworthy, so the technical clean-up came first. From there we deepened the content to meet the bar Google applies to lending, expanded the pages capable of ranking commercially, and started rebuilding the authority the domain had lost.

Ran a full technical audit and cleared the 5,850 pages returning 404 and 302 pages crawled but not indexed, recovering crawl budget and consolidating link equity back into the pages that matter.
Protected the February to March redesign and migration with redirect mapping and indexation monitoring, so hard-won rankings survived the move.

Rewrote and optimised existing blog content to meet the experience, expertise, authority and trust bar Google applies to finance and lending topics.
Wrote new content targeting the questions Gold Coast borrowers actually search, building topical depth across first home buyers, refinancing, investment and self-employed lending.

Built out and expanded service pages so every loan type and borrower segment had a page capable of ranking and converting on its own.
Went after high-intent commercial searches rather than competing only for broad brand and category terms.

Partnered with Get Milk on a website redesign built for CRO, so the extra traffic had a clearer path to enquiry.
Aligned the new design with the SEO foundations, keeping site structure, internal linking and page templates working for search as well as conversion.

Newly signed link building campaign to grow Domain Rating, replacing a spam-hit profile with genuine, relevant authority.
Focused on the authority signals finance brands need to compete against national lenders and aggregator sites.

Results.

Our technical and content-led SEO strategy rebuilt the foundations and turned organic search into Go Mortgage's strongest growth channel. Year on year:

85% increase in organic search users
35% increase in impressions
21% increase in clicks

The redesigned Go Mortgage website shown on a mobile phone

The proof in the data.

Google Search Console performance report for Go Mortgage showing 966 clicks and 334K impressions, up 21.66% and 34.76% on the same period last year — Google Search Console, last three months against the same period a year earlier: 966 clicks (up 21.66%) and 334K impressions (up 34.76%), with average position lifting from 51.4 to 17.7.

GA4 user acquisition report for Go Mortgage showing 1,086 organic search users for 6 March to 3 June 2026, up 85.01% year on year — GA4 user acquisition, 6 March to 3 June 2026 against the same window in 2025: 1,086 organic search users, up 85.01% year on year.

The migration came and went without a ranking collapse. As the 404s and indexation issues cleared, average position lifted from 51.4 to 17.7.

Impressions grew faster than clicks, which is what it looks like when a site starts surfacing for far more searches than it used to. The link building campaign is the next lever.