12 of 23 mortgage clients at #1 in Google Maps, and all 23 in the top 10
12Clients at #1
23/23In the top 10
#1 in Google Maps for “mortgage lender” in St. Louis, MO
Better Rate Mortgage · St. Louis, MO · Google Business Profile · Local SEO Optimization
At a glance
- Client
- Better Rate Mortgage
- Location
- St. Louis, MO
- Industry
- Mortgage lender
- Main keyword
- “mortgage lender”
- Google Maps position
- #1 in Google Maps (checked October 2026)
Starting point
The client and the goal
Better Rate Mortgage is a mortgage lender in St. Louis, Missouri.
Many borrowers search for “mortgage lender” rather than “mortgage broker”, so the goal was to own the lender search in St. Louis.
What stood in the way
The challenge
“Mortgage lender” is a crowded search in any metro. In St. Louis it brings up banks, credit unions, national lenders and independent mortgage companies side by side.
To rank first, the profile had to tell Google clearly what kind of business Better Rate Mortgage is, which loans it offers and where, and back that up with consistent details and reviews.
The work
What I did
The same Google Business Profile and local SEO process I use for every mortgage client, adapted to St. Louis, MO.
- Step 1
Audit
Profile, website and the businesses already in the Map pack reviewed; the main keyword and city confirmed.
- Step 2
Google Business Profile
Primary and secondary categories, services, description, photos and Q&A rebuilt around the searches borrowers make.
- Step 3
Website alignment
Business name, address and phone matched to the profile; the homepage and loan pages made to clearly name the city and services.
- Step 4
Citations and reviews
Business details made consistent across directories and mortgage listings; a simple way to ask past borrowers for reviews.
- Step 5
Track and report
Google Maps position tracked across the service area and reported every month, with next steps.
Where it stands
The result
Better Rate Mortgage now ranks #1 in Google Maps for “mortgage lender” in St. Louis (checked October 2026).
That puts the company in front of borrowers at the exact moment they are choosing who to call.
Rankings move. I track every client’s Google Maps position across their service area and report it monthly.
Lessons
What other loan officers and brokers can take from this
Pick the right keyword
“Lender” and “broker” are different searches. The plan targeted the one that matched the business and its borrowers.
Services tell Google what you do
Listing each loan program as a service helps the profile show up for more specific searches.
Proof beats promises
Positions are tracked and reported monthly, so the result is measured, not claimed.
Keep reading
More case studies
#1 in Google Maps for “mortgage broker” in El Segundo, CA
#1Google Maps position
El SegundoRanked in its own city
Convoy Home Loans, Inc.
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