Who Is Kerr & Watson?
Kerr & Watson is a UK-based mortgage broker offering tailored advice across a range of mortgage solutions. They support homeowners, first-time buyers and property investors through clear, practical guidance and access to competitive lending options.
Through their website, they provide users with direct access to services such as Residential Mortgages and Buy to Let Mortgages.
While the business had a strong service offering and clear value to clients, its authority signals within search engines were not strong enough to compete in a highly competitive mortgage market.
What We Set Out to Achieve
The primary goal was to improve search visibility by strengthening the site’s authority.
Kerr & Watson were competing against established mortgage brokers and financial brands with strong backlink profiles. While their on-site content provided a solid foundation, the site needed stronger external signals to support rankings for competitive terms.
We focused on one clear objective:
- Build high-quality, relevant backlinks to improve authority
- Support key service pages in ranking for commercial terms
- Increase trust signals for both search engines and users
The strategy was designed to improve rankings without relying on volume or low-quality link tactics.
The Link Building Strategy
We approached link building with a focus on quality, relevance and long-term impact.
Rather than chasing high volumes of links, we prioritised:
- Links from relevant, authoritative websites
- Natural anchor text aligned with service intent
- Consistent growth over time
- Direct support for key service pages
This ensured that every link contributed to improving ranking potential rather than creating risk.
How We Built Authority Through Links
Targeting key service pages
We focused link-building efforts on the most commercially important areas of the site.
Pages such as Residential Mortgages and Buy to Let Mortgages were prioritised to strengthen their ability to rank for high-intent search queries.
By directing authority into these pages, we supported both rankings and conversion potential.
Building relevant, contextual backlinks
We secured backlinks from websites that were contextually relevant to finance, property and business topics.
Each link was placed within content that made sense for the user, ensuring it contributed to both SEO performance and referral value.
This approach avoided generic or low-quality placements and instead focused on links that reinforce trust and topical relevance.
Strengthening homepage authority
Alongside service pages, we also built links to the Kerr & Watson homepage.
This helped strengthen the overall domain authority, allowing link equity to flow naturally through the site via internal linking.
Improving homepage authority is key to supporting all other pages, particularly in competitive industries such as mortgages.
Maintaining a natural link profile
We ensured that link acquisition remained consistent and natural.
This included:
- Varying anchor text
- Building links gradually over time
- Maintaining a balanced link profile
This approach reduces risk and supports long-term stability in rankings.
The Results
As authority increased, the impact of the link-building strategy became clear.
Key service pages began to improve their search rankings, particularly for competitive mortgage-related queries.
We saw:
- Improved keyword rankings across core service areas
- Increased organic visibility for high-intent terms
- Stronger trust signals supporting overall site performance
These improvements were not driven solely by content changes, but by strengthening the site’s authority through high-quality backlinks.
What Comes Next
With a stronger backlink profile in place, the next phase focuses on building on that momentum.
We will continue to:
- Secure high-quality, relevant backlinks
- Support new and existing service pages
- Identify further opportunities to strengthen authority
This ongoing approach ensures Kerr & Watson continues to compete effectively within a competitive search landscape.
Want Results Like This? We Can Help
If your website is struggling to compete despite having strong content and services, link building may be the missing piece.
The work carried out for Kerr & Watson shows how a focused, quality-led link-building strategy can improve rankings and strengthen overall site authority.
If you want to increase visibility, improve rankings and build long-term SEO performance, get in touch with our team today.