If you believe SEO plays a small role in the growth path of your business, think again.
It’s true—most real estate finance service providers and vendors don’t rely on Google to generate the majority of their leads. Relationships, proactive marketing, and industry events drive business. Deals happen through connections, not search engines.
But here’s the thing: even in a relationship-driven industry, search engine optimization (SEO) matters—a lot.
A study published by Google found that 71% of B2B decisions start with a generic online search. Buyers begin by researching broad, non-branded terms to explore solutions before narrowing down their options.
And here’s what’s even more important: those searching for B2B goods and services conduct an average of 12 searches before drilling down into a company’s website. By the time they land on a site, they’re already 57% of the way through their decision-making process.
What does this mean for you? If your company isn’t showing up in search results when prospects start looking, you could be out of the running before they even know you exist.
It’s Not Just Traffic—It’s Trust
Some assume SEO is all about keywords. But SEO is much more than that—it’s about visibility, credibility, and making sure your company gets found when it matters most.
Ranking high on Google isn’t just about clicks. It’s about trust. Studies show that the top three organic search results get over two-thirds of all clicks. If your company isn’t showing up, it raises questions: Why aren’t they there? Are they not a leader in their space?
Beyond rankings, SEO ensures decision-makers can easily find relevant information about your business. Done right, it doesn’t just bring more traffic, it brings better traffic—people already searching for solutions like yours.
SEO also impacts user experiences. A well-optimized website is fast, easy to navigate, and mobile-friendly—all factors that search engines use to rank pages. But more importantly, a smooth, intuitive website keeps visitors engaged, making them more likely to take action.
And while keywords are critical, how they’re used—especially in page titles and meta descriptions—can impact both search rankings and click-through rates. A well-crafted, keyword-optimized website ensures your company gets found and chosen over the competition.
Want to Rank Higher? Get Talked About.
SEO isn’t just about what’s on your website. It’s about how much your company is talked about online.
Generating publicity helps with SEO. Getting featured in industry publications boosts credibility, but it also increases your online presence. Even without a backlink, just being mentioned in the right places makes it easier for prospects to find you. And search engines take note.
That’s because search engines prioritize fresh, relevant content. When your company appears in industry news, thought leadership articles, and blogs, it signals to Google that you’re an active, engaged player in your space.
Content marketing plays a key role too. Businesses that blog average 55% more website visitors than those that don’t, according to HubSpot. Consistently publishing high-quality content—especially content that answers real questions buyers are asking—improves both visibility and credibility.
The key is having PR, content marketing, and SEO working together. A strong SEO strategy ensures that when people search for your company, they find your expertise, your media mentions, and your content—not just whatever else is floating around the internet.
SEO Mistakes That Hurt More Than Help
One of the biggest mistakes companies make is hiring an “SEO agency” that promises fast results by stuffing keywords onto web pages and cranking out low-quality, keyword-packed blogs.
This approach may deliver a temporary rankings boost, but it often weakens your brand and can even get your site penalized by Google. Overuse of keywords makes content sound forced and unnatural—plus low-quality blogs dilute your credibility. In the end, bad SEO does more harm than good.
Good SEO isn’t about gaming the system. It’s about making your company more visible, relevant, and credible in a way that aligns with how buyers actually search for solutions.
How to Make SEO Work for You
SEO isn’t a standalone tactic—it’s part of a bigger strategy that includes PR and marketing. If your company wants to rank higher, be found by the right people, and stand out in the real estate finance industry, SEO should be working alongside your content and publicity efforts—not against them.
When done right, SEO makes your company easy to find, trust, and do business with. And in a competitive space like real estate finance, that can be the difference between getting noticed and getting overlooked.
To learn how we can help you improve your SEO rankings and online visibility, reach out to us at Info@StrategicVantage.com today.
By Warren Lutz
Chief Copywriter, Strategic Vantage