How do AI assistants choose sources?
They favour content that is easy to parse and verify: clear headings, plainly stated facts with sources and dates, consistent business and product names, and structured data that confirms who is behind the page.
GEO
Generative engine optimization, so AI assistants can cite you.
Borrowers increasingly ask AI assistants which lender or loan program fits them. Those assistants quote sources that are clear, consistent and verifiable. GEO makes your site one of them.
From $89/mo Included in every plan
Definition
What is Generative engine optimization (GEO)?
Generative engine optimization is preparing a website to be understood, trusted and cited by AI assistants and AI search. It relies on plain, attributable facts, consistent names, structured data, an llms.txt file and allowing AI crawlers to read the site.
What is llms.txt?
llms.txt is a plain-text file at the root of a site that tells AI tools what the site is about and lists its key pages with one-line descriptions. It is a proposed convention, not a ranking guarantee, and it costs nothing to provide.
- A short description of the business
- Grouped links to key pages
- An optional llms-full.txt with expanded text
Should I block AI crawlers?
If you want to be cited by AI assistants, no. Blocking crawlers like GPTBot, ClaudeBot or PerplexityBot removes your pages from the material they can read. Our robots.txt allows them and lets you change that choice any time.
What an llms.txt looks like
This site's own llms.txt is generated at every build. A loan officer's version looks like this:
# Example Home Loans
> Jordan Example is a loan officer in Austin, Texas
> (NMLS #0000000), helping first-time buyers with FHA,
> conventional and VA loans.
## Loan programs
- [FHA loans](https://example-lo.com/fha-loans/): who qualifies,
typical requirements, steps
- [VA loans](https://example-lo.com/va-loans/): eligibility,
funding fee basics
## Tools
- [Payment calculator](https://example-lo.com/calculators/)Entity consistency checklist
- Same business name on every page, profile and directory
- Same loan officer name and NMLS ID everywhere
- Same program names (not "FHA" here and "Federal Housing loan" there)
- Service area stated once, in data, reused everywhere
- Facts with sources and dates
Background: the llms.txt proposal.
DIY builder vs agency vs Mortgage Website Shop
| AI search visibility (GEO) | DIY builder | Typical agency | Mortgage Website Shop |
|---|---|---|---|
| llms.txt and llms-full.txt | Rare | Rare | Generated at every build |
| AI crawler decision stated in robots.txt | Default | Varies | Explicitly allowed |
| Consistent entity names from one data file | Manual | Manual | Automatic |
| Facts with sources and dates | Rare | Sometimes | House rule |
General comparison based on how these options typically work; individual builders and agencies vary. See our dated, sourced comparisons.
The rest of the promise
Mortgage SEO
Program pages, local signals, clean structure and fresh content so borrowers find you in Google.
Answer engine optimization
Answer-first sections, FAQ blocks and speakable structure so snippets and voice assistants pick your answer.
Very fast websites
Static pages on a global CDN, tiny images and no plugin bloat; built to score 90+ on PageSpeed.
Schema markup
Organization, loan officer, Service, FAQPage, HowTo and more, generated from your data on every page.
Help desk
AI search visibility (GEO): what loan officers ask
01Can you guarantee ChatGPT or other assistants will mention me?
No. AI assistants decide what to cite. We make your site clear, consistent and readable to them, which is what is within anyone's control.
02Is GEO different from SEO?
They overlap. SEO targets rankings; GEO targets being quoted correctly in AI answers. GEO puts extra weight on plain facts, consistent naming and machine-readable context.
03What goes in my llms.txt?
Your business description, what you offer, where you are licensed, and links to your key pages with one-line summaries. No emails or phone numbers.
04Does GEO need special content?
Mostly it needs good content written plainly: what you do, for whom, where, and the facts behind it, with dates.
05Will AI assistants quote my rates?
We do not publish rates on client sites by default, which also avoids an AI quoting an outdated number. Assistants can still describe your programs and service area.
06Which AI crawlers do you allow?
GPTBot, OAI-SearchBot, ChatGPT-User, ClaudeBot, Claude-SearchBot, PerplexityBot, CCBot, Google-Extended, Applebot-Extended and others, as stated in robots.txt.
07How do I check whether AI tools see my site?
Ask a few assistants about your programs and market and see whether they reference your site. It is informal, but useful over time.
08Does schema help with GEO?
Yes. Structured data confirms who you are, what you offer and how pages relate, which reduces the chance of being misattributed.
Built this way from day one.
Every design in the shop ships with this foundation. You bring your name and market; we bring the plumbing.
