The world of online search is changing. It is no longer just about Google; brokers now need to consider social media searches, and increasingly, AI search. Searches by large language models (LLMs) like ChatGPT, Gemini, and Copilot represent the new frontier in being discovered online.
In this article, I’ll share practical tips to help brokers appear in searches through these AI tools, what we can call GEO (Generative Search Optimisation).
Credibility Gets You Recommended
With conventional SEO, the focus is on keywords, page rankings, and backlinks. With AI search, it’s different. AI doesn’t just rank pages; it recommends businesses.
One word is central here: credibility.
Credibility is a key element of trust, and LLMs make recommendations based on which businesses appear trustworthy, reliable, and authoritative.
You can think of GEO as a way of getting more referrals. SEO is about “click this link,” while GEO is about “these are the brokers you should contact.”
Optimise Your Website for AI Discovery
The key is to optimise your website so AI can discover and understand your business. The simplest way to do this is to optimise for your target audience, not machines. Ask yourself:
- What do clients and prospects want to know about me?
- What questions do they ask?
Write in a natural, human tone. Be yourself. Explain things the way you would in conversation with a client.
7 Simple Ways to Optimise
1. Show You Are Local
If you operate in a specific location, make this clear. AI picks up geographic signals when users ask, for example, “Can you recommend any mortgage brokers in Nottingham?”
• State your location on your homepage.
• Include it in your page titles: “Expert Mortgage Broker in Nottingham.”
• Repeat it on your About page and in your footer.
2. Leverage Reviews
Reviews are crucial for both humans and AI. Use platforms like Google Business Reviews and Trustpilot.
Ask clients to provide specific feedback, such as “ helped me secure a mortgage for my first home in Nottingham” instead of generic praise. And ensure your company name and location are consistent across reviews.
3. Highlight Whole-of-Market Access
If you are a whole-of-market broker, state this clearly — but don’t just use jargon.
Explain what it means in simple, conversational terms: “We search across all lenders to find the mortgage that best suits your circumstances.”
4. Publish Helpful Content
Traditional SEO content often prioritised keywords over usefulness. For GEO, human-focused content is key.
Examples:
- “A Complete Guide for First-Time Buyers in Nottingham”
- “How Much Can I Borrow on a £30,000 Salary?”
- “Top Tips for Self-Employed Workers Needing a Mortgage”
- “How Can I Get a Mortgage with Poor Credit History?”
Frame your content around the actual questions clients ask.
5. Show Who You Help
On your website, be specific about your client base. AI rewards clarity.
Examples:
- Self-employed with a strong trading history
- Recently self-employed
- Portfolio landlords
- Clients with adverse credit
- First-time buyers with small deposits
6. Be Easy to Contact
Make it simple for clients (and AI) to see how to get in touch.
• Display a telephone number, real email addresses, and opening hours.
• Use named emails (e.g., jane.smith@brokername.co.uk) rather than generic ones. Named emails are more personal and send a stronger credibility signal.
7. Maintain a Strong Google Business Profile
Regularly update your profile and optimise it for Google Maps, as AI often references local map data when making recommendations.
8. Use FAQs Strategically
Well-crafted FAQs are more important for AI than traditional SEO:
- They show how you think, communicate, and specialise, proving you are a real broker, not a generic website.
- Focus on your top 10 genuinely asked questions rather than hundreds of generic ones.
- Create a dedicated FAQ page and embed FAQs on relevant service pages.
- Write full-sentence, helpful answers — don’t be salesy!
Example:
Q: “What documents will I need if I’m self-employed?”
A: This usually includes SA302s, tax year overviews, or company accounts. We’ll tell you exactly what’s needed before you apply, so there are no delays or declined applications.
Final Thought
To get discovered in AI-based search:
- Think like an answer, not an advert.
- Show your credibility to build trust.
- Focus on the questions clients actually ask, because LLMs don’t rank adverts — they give recommendations.
And finally, now go to ChatGPT or Copilot and type:
“Can you find me mortgage brokers in ?”
See if your business appears.
Do the same for other searches you want to target and adjust your site content accordingly.
