What B2B Fintech Marketers need to know about the AI search landscape?
The evolving AI landscape marks the ‘shift from GenAI to Agentic AI’ as one of the top trends of 2025. With this, financial firms need to adapt to changing trends, ensuring their pages not only rank higher in search but also appear in the next AI-generated consumer response.
Consumers often review content without visiting multiple pages, via a summarised AI response overview. This leads to zero-click searches. However, there are strategies to position your firm in this AI-revolutionised search sphere.
What strategies should fintech marketers utilise?
Essentially, marketers need to adopt Generative Engine Optimisation (GEO). Besides traditional SEO strategies, it is important for firms to get themselves cited in AI-generated summaries. Once cited, it makes the firm visible and credible.
But the main question here is: How do marketers achieve that in a pool of a billion financial services firms?
- Get rid of superficial or vague content. It must be contextual, precise, authoritative, and in-depth. The more control you gain over your niche, the more likely it is to be referenced in answers. It can be achieved using concrete numbers, survey results, or case studies.
- Get published! AI identifies data published by a firm in various publications, positioning you as the industry leader.
- Your content must be safe and reliable. Google sifts through content that is considered E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), a framework to ensure quality content is displayed for sensitive topics affecting financial decisions. To increase AI’s trust over your firm’s content, alongside the conventional strategy of increasing backlinks, the brand’s mention across publications, press releases and other media, confirms your firm’s expertise and presence online.
Alongside GEO, another paddle rows the AI boat: AEO or Answer Engine Optimisation. Generally, these are quoted responses or answers to queries on platforms such as ChatGPT or Copilot using a firm’s data.
How to achieve AEO?
- Content language must be easy to read and clear.
- Structured FAQs: unravelling user queries chronologically and framing structured answers. For instance, “What is AI?” followed by “How to be cited in AI responses?”
- Content must also be optimised for conversational and voice search queries. This must mirror human query style in chat interfaces.
AEO and GEO, when balanced simultaneously, help drive effective results. Marketers must also utilise metrics to measure the visibility of their firm.
Navigating the AI landscape
As we look forward to upcoming trends changing how we use to optimise our SEO, GEO and AEO strategies, it is essential to remember that brand visibility comes with domain specialty. However, there are fintech agencies that offer support to process the content, optimise it, and land the websites in AI-generated responses or summaries.
