SEO, GEO, AIO… Oh My! A Guide to the New Era of Optimised Content

By Angela Yore, SkyParlour CEO.

AI is quickly reshaping how people access information. One recent survey shows 55% of people are now using AI instead of search engines. This leaves fintech marketers with a new challenge: creating content that’s discoverable not only by search engines, but also by the algorithms that power chatbots, voice assistants, and generative AI tools.

Whether you’re developing a product, managing content, or navigating compliance, the way your copy is structured determines how easily it’s found, understood, and trusted – not just by people, but by machines.

Search Engine Optimisation (SEO), Generative Engine Optimisation (GEO), and AI Optimisation (AIO) are increasingly interconnected. SEO ensures visibility in traditional search engines; GEO helps structure content for generative platforms that summarise and cite information; AIO focuses on making that content usable across a growing ecosystem of AI-powered interfaces.

As these dimensions evolve, fintech teams must craft content that’s discoverable, trustworthy, and machine-readable from the start.

SEO that builds trust and traffic

Search remains the single greatest motivation for going online, with 62.8% of adult internet users worldwide citing “finding information” as one of their main reasons for using the internet. Whether users are comparing savings accounts, researching investment platforms, or looking for guidance on regulatory changes, they begin with a search engine. For fintech brands, this makes SEO not just a marketing function, but a strategic imperative.

Effective SEO copywriting starts with understanding search intent. Users might be looking for education (“how does open banking work”), evaluation (“best SME loan providers UK”), or action (“apply for a business credit card”). Your content should clearly reflect that intent.

Beyond this, here are some key SEO considerations:

Keyword strategy is important. High-volume terms can be tempting, but relevance and specificity usually yield better engagement. Long-tail phrases such as “low-interest startup loans in the North West” are likely to attract more qualified traffic and signal local relevance. For example, an SME lender in Manchester might target searches like “FCA-approved business loans North West” to connect with regional audiences.
Structure matters. Clear headings, logical flow, and concise paragraphs improve readability and help search engines interpret your content. Metadata – including title tags and meta descriptions – should be informative and aligned with user intent, not just packed with keywords.
Internal linking is too often overlooked. Connecting educational content to product pages, calculators, or application forms can guide users through your ecosystem and improve site authority.
External links to reputable sources such as the FCA, Bank of England, or respected financial news outlets also reinforce credibility and help build trust.
Tone and clarity are critical. Financial topics can be complex, but your copy should aim for accessibility without oversimplification. Avoid jargon where possible, and explain technical terms when necessary.

Finally, treat SEO as an ongoing process. Financial products, rates, and regulations change frequently. Regular audits and updates maintain relevance, protect rankings, and ensure your information remains accurate over time.

Once your SEO foundation is strong, the next step is preparing content for generative AI systems.

Optimisation for AI-driven discovery

As AI-driven platforms become a mainstream channel for sourcing information, fintech teams need to consider how their content is surfaced, summarised, and cited by these models.

Generative Engine Optimisation (GEO) focuses on structuring content, so it performs well within AI-powered platforms from chatbots and voice assistants to search tools that generate answers rather than lists of links.

Unlike traditional SEO, GEO prioritises clarity, modularity, and machine readability. In other words, generative engines depend on well-structured, explicit information to produce accurate summaries. That means using descriptive headings, short paragraphs, and bullet points that isolate key facts.

Semantic markup plays a growing role. Semantic markup is about writing and structuring content in a way that helps machines understand what it means. Instead of just seeing text on a page, search engines and AI tools can recognise key information, like what a product is, what the rates or terms mean, and which sections relate to compliance or FAQs. In fintech, this might include making sure terms like APR or KYC are clearly defined, product details are easy to identify, and important disclosures are easy for both people and AI systems to interpret accurately.

And remember, context is everything. Generative engines often summarise content without showing the full source. If your copy lacks precision or nuance, the AI output may be incomplete or misleading: a particular risk in regulated industries like ours. Writing with clarity and providing concrete examples help reduce misinterpretation.

Testing and iteration are central to GEO. Run your content through AI tools to see how it’s summarised. If the results are vague or inaccurate, revise your structure or language. The goal isn’t only to be found, it’s to be represented correctly.

In short, GEO prepares your content for a future where AI will probably be the first point of contact. For fintech brands, that means writing for both human understanding and machine interpretation.

Optimising for AI interfaces beyond search

While GEO focuses on how content is retrieved and summarised by generative AI platforms, AI Optimisation (AIO) takes a broader view; making content usable across a growing ecosystem of AI-powered interfaces like chatbots, voice assistants and recommendation engines.

This matters because AI increasingly mediates how users interact with financial services. Imagine a virtual assistant explaining overdraft fees, or an AI model comparing business loan options. If your content isn’t structured and labelled clearly, those interactions can fail or even misinform.

AIO begins with semantic clarity: use consistent terminology, define financial concepts explicitly, and avoid ambiguity. AI systems rely on pattern recognition, so well-labelled sections, bullet points, and modular formatting will improve comprehension and accuracy.

Structured data again plays a key role. Marking up product features, eligibility criteria, and regulatory disclosures allows AI systems to extract and reuse information correctly. This precision is especially important for voice interfaces and automated customer support, where information must be concise and compliant.

AIO also supports content portability. When your copy is structured for AI, it’s easier to repurpose across channels, from web pages and apps to chat and voice interfaces. The result is less duplication, greater consistency, and faster updates across your ecosystem.

Ultimately, AIO is about future-proofing. As AI tools evolve, the brands that feed them clean, structured, and context-rich content will have a clear advantage.

Five steps to smarter content optimisation

Combining SEO, GEO, and AIO doesn’t have to be overwhelming. By starting small and focusing on practical changes, you can quickly improve how your team creates and manages content. Here’s how:

Start with intent mapping
• Identify what your audience is searching for and why.
• Use tools like Google Search Console or SEMrush to uncover high-intent keywords.
• Align each piece of content with a clear goal: education, comparison, or conversion.
Structure for humans and machines
• Use clear headings, short paragraphs, and bullet points for readability.
• Use clear structure and formatting so search engines and AI tools can easily understand your content, for example, well-labelled headings, concise sections, and clearly presented key facts.
• Include FAQs, definitions, and summaries to support both SEO and AIO.
Test for generative accuracy
• Run your content through AI platforms (e.g. ChatGPT, Gemini) to see how it’s summarised or cited.
• Check for clarity, factual accuracy, and tone, then revise if the AI output is vague or misleading.
• Prioritise modular content that can be repurposed across multiple channels.
Localise where it matters
• If your product operates in multiple regions, tailor content for local regulations, terminology, and user needs.
• Use location-specific keywords and structured data to enhance regional discoverability.
• Consider multilingual support and cultural nuance for international audiences.
Build an optimisation loop
• Schedule regular content audits to update keywords, verify compliance, and refresh outdated copy.
• Track performance across search visibility, AI citations, and user engagement using tools like Google Search Console, analytics dashboards, and AI platforms to see how well your content is being found, referenced, and used.

• Collaborate across marketing, product, and legal teams to maintain accuracy.

Optimising for SEO, GEO, and AIO isn’t about chasing algorithms, but creating content that’s clear, compliant, and genuinely useful. In fintech, that’s how trust is built, visibility is earned, and digital experiences evolve. If you need help optimising your content for the next generation of searchers, get in touch today.