Internal Linking
Links within your own website that connect one page to another. Internal links help Google understand the structure of your site and spread authority between pages. They also keep visitors on your site longer - good for rankings, good for conversions.
A borrower reading your first-home-buyer page who clicks through to your refinancing page is a warmer lead than one who bounces - internal links do double duty for rankings and conversions.
Alt Text
A written description of an image that search engines read. Google can't see images - it reads the alt text instead. Without it your images are invisible to search engines and you're missing easy ranking opportunities.
Backlink
A link from another website pointing to yours. Google treats backlinks like votes of confidence - the more reputable sites linking to you, the more Google trusts your site. Quality matters far more than quantity. One link from a respected financial publication beats a hundred from random directories.
Bounce Rate
The percentage of visitors who land on your site and leave without clicking anything else. A high bounce rate tells Google your site didn't answer what the visitor was looking for. Fast load times, clear headlines, and relevant content keep people on the page.
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