As a fintech company, should I optimise differently for LLMs vs traditional search engines like Google?
Fintech companies should absolutely optimise differently for LLMs because the underlying mechanisms and content preferences of LLMs diverge significantly from those of traditional search engines.
Search engine optimisation (SEO) has long been about targeting keywords and building comprehensive content. But large language models (LLMs), like ChatGPT and Google's Gemini, have changed the game. Optimising for LLMs is different from optimising for traditional search engines.
Here’s how the rules have shifted and what fintech companies should do instead.
Why LLM Optimisation Is Different
LLMs don’t rank web pages like Google Search. Instead, they look for specific passages that directly answer user queries. That means:
- LLMs care more about what you say and how clearly you say it
- The focus is on individual paragraphs, not whole articles
- Crawlability and plain text formatting are crucial
Key Differences Between LLM and Traditional SEO
1. Content Style
- LLMs prefer short, direct sentences
- Avoid jargon and passive voice
- Get to the point quickly
2. Query Types
- SEO focuses on comprehensive keyword targeting
- LLMs respond to natural, conversational queries
- Think about how users would ask a question out loud
3. Crawlability
- LLMs don’t want to waste crawl budget
- Avoid JavaScript-heavy pages, iframes, or content hidden behind images
- Use clean HTML and fast-loading pages
How to Optimise Content for LLMs
Build a List of Real User Questions
- Forget keyword volumes
- Use your knowledge of the customer to brainstorm 20+ real queries they might ask LLMs
- Format these as full sentences, like "How can my startup accept open banking payments?"
Create Short, Targeted Articles
- Write 300-word articles that answer one question each
- State the answer in the first sentence
- Use H2s and H3s that mirror common query phrasing
Clean, Crawlable Content Only
- No JavaScript or iframes
- Avoid unnecessary visuals
- Keep it all in plain text and structured HTML
Use Descriptive URLs
- Example: /how-to-become-a-pisp-uk is better than /pisp
- LLM crawlers evaluate URLs first to determine relevance
Prioritise Digital PR
- Over 30% of LLM citations come from comparison posts and listicles
- Work with PR teams to get featured in high-authority publications
- Focus on "Top 10" and "Best X for Y" articles
Publish Frequently
- LLMs favour content published in the last 1-2 months
- Even short articles help maintain freshness
- Regular cadence beats static evergreen content
Use Schema Markup
Add structured data to improve visibility:
- FAQ schema
- Author and bio metadata
- Article or How-To schema
See schema.org for full options.
What This Means for Fintech Content Teams
Fintech companies need to:
- Publish succinct, accurate, plain-text content
- Focus on answering queries, not ranking for keywords
- Refresh content regularly to stay current
- Prioritise inclusion in trusted sources for authority
FAQs
How is LLM optimisation different from traditional SEO?
LLM optimisation focuses on answering specific user questions with concise content, while SEO focuses on keyword volume and long-form pages.
Should I still do keyword research?
Yes, but don't rely on volume. Instead, focus on the kinds of questions your users might ask a chatbot.
How often should I publish for LLM visibility?
Aim for new content at least monthly. Weekly is even better for maintaining freshness.
Do LLMs care about backlinks?
Not directly. But they often cite high-authority sources, so getting into reputable publications helps.
What if I already have long-form content?
Break it into smaller pieces. Each should answer one query and be easily understood on its own.
