AI Visibility: How to Optimise for ChatGPT, AEO, and GEO as a Prop Trading Firm or Broker

Over the next few months, we are going to witness a landslide shift in how users search the internet and how search engines deliver results. While the traffic and usage of AI-driven search tools are still relatively small in official statistics, the overall direction is clear.

Platforms want to keep users within their own ecosystems.

Up until now, the deal between Google and publishers was simple: publishers created content, and in exchange, Google sent them traffic through snippets in search results. That model is now changing, and companies must adapt to this new paradigm.

For brands in the online trading space, such as prop trading firms or online brokers, this means it is time to do the groundwork now to ensure your brand remains visible in AI-powered search tools as this shift accelerates and ChatGPT and other AI engines become the main entry points for information discovery.

In this article, I explore the current state of SEO, AEO, and GEO in the online trading industry and outline how prop firms and brokers can prepare for the age of AI search. You will learn how to leverage existing tools and strategies to improve your AI visibility and position your brand for the next generation of search.

The State of Google Search

Google has been experimenting with generated answers for quite some time. The days of the classic “10 blue links” are long gone. Over the years, Google has introduced more and more featured snippets and rich results, giving users quick answers directly on the search results page.

For many types of queries, e.g. “dow jones chart“, users already get what they need without ever leaving the SERP. Even before the introduction of AI Overviews, Google had been moving toward a model where it provides information directly — reducing the need for users to click through to external websites.

Google displays key metrics such as highs and lows as a featured snippet directly on the SERP.

How This Affects Prop Trading and Broker Marketing

When it comes to prop trading firms and online broker marketing, the situation looks even more challenging.

If you search for a term like “best prop trading firms for UK traders”, you will notice that the familiar list of ten organic links is gone. Instead, the results page is dominated by paid ads and featured snippets.

From a UK-based IP, the search results currently show four paid ads at the top, followed by a large Google featured snippet that includes a few organic links within the box. However, the first regular organic search result now appears below the fold, meaning users have to scroll down to even see it.

See the full SERP for “best prop trading firms for UK traders”

The Future of Search: From SEO to AEO and GEO

The direction we are heading is very clear. Google Search and traditional organic results, as we know them, are on their way to disappearing completely. It is hard to predict exactly when this will happen, but it is fair to say that things could change very quickly.

That being said, this is not necessarily a bad thing. SEO is not dead and it never will be. It is simply evolving. Marketers and brands need to adapt to new realities, and in many ways, that makes the game even more exciting.

We are already seeing new forms of SEO emerging. Social media SEO will play a much bigger role in the future, especially as Gen Z enters the workforce and becomes an important target audience for financial brands.

And then there is AI visibility, often referred to as AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization). Now is the time to lay the foundations for this next phase of online visibility.

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How Search Is Changing with ChatGPT

If we look at ChatGPT and other AI-driven tools, it becomes clear that users are searching in a completely different way compared to traditional search engines. Instead of typing a few keywords, people now write detailed prompts in natural language. These prompts often include more context, intent, and background information than a typical Google query.

Example prompt from a prop trader searching for Funded Accounts and Prop Trading Challenges.

Understanding How AI Tools Select and Display Sources

What is really interesting about the results shown from that prompt is that ChatGPT references 19 different sources, but does not display all of them in the generated answer.

This means that even if a prop firm or broker is mentioned within ChatGPT’s training data or retrieval system, the brand might not appear visibly in the final response that users see.

See the full ChatGPT response

In other words, visibility inside AI-generated answers is not the same as simply being indexed. Brands need to ensure that their websites are clearly associated with specific topics, entities, and keywords, so AI tools recognise them as authoritative and relevant sources worth including in visible output.

Web Sources Detected in ChatGPT’s Generated Response

#	URL	Source Mentioned in Content	Category
1	https://fxify.com/programs/lightning-challenge/	Mentioned	Prop Firm Website
2	https://thetrustedprop.com/prop-firms/fxify	Mentioned	Affiliate Website
3	https://propfirmmatch.com/prop-firm-challenges/fxify-lightning-challenge-1-step-50k	Mentioned	Affiliate Website
4	https://fundingpips.com/terms-of-use	Mentioned	Prop Firm Website
5	https://fundingpips.com/blog/how-to-pass-the-one-step-evaluation-in-prop-firms-tips-tricks-and-strategies	Mentioned	Prop Firm Website
6	https://tradingfinder.com/props/funding-pips/rules/	Mentioned	Affiliate Website
7	https://help.goatfundedtrader.com/en/collections/11969353-rules	Mentioned	Prop Firm Website
8	https://thetrustedprop.com/prop-firms/goat-funded-trader	Mentioned	Affiliate Website
9	https://fundingtraders.com/next-gen/	Mentioned	Prop Firm Website
10	https://nextgenfunded.com/	Mentioned	Prop Firm Website
11	https://thefundedtraderprogram.com/one-step/	Not mentioned	Prop Firm Website
12	https://alphacapitalgroup.uk	Not mentioned	Prop Firm Website
13	https://citytradersimperium.com	Mentioned	Prop Firm Website
14	https://propfirmmatch.com/	Not mentioned	Affiliate Website
15	https://tradingfinder.com/props/	Not mentioned	Affiliate Website
16	https://thetrustedprop.com/prop-firms/the-funded-hub	Not mentioned	Affiliate Website
17	https://fundednext.com/rules	Not mentioned	Prop Firm Website
18	https://myforexfunds.com	Not mentioned	Prop Firm Website
19	https://theproptrading.com	Not mentioned	Prop Firm Website

Out of 19 sources, only 11 are mentioned in the ChatGPT response.

How to Monitor and Improve Your AI Visibility

One of the most effective ways to understand your position in AI search — and to improve it — is by using FinSEO, a specialised tool designed to monitor and optimise AI visibility.

FinSEO allows you to see where your brand currently stands in terms of AI exposure and provides step-by-step guidance on how to improve your performance in AI-driven search environments like ChatGPT, Perplexity, and other generative engines.

The tool was developed by the German SEO agency Findling, one of the leading experts in eCommerce and performance SEO. What makes FinSEO special is its hands-on and practical approach. Unlike many SEO platforms that simply add a few “AI metrics” as an afterthought, FinSEO was built exclusively for AI search optimisation. It offers a complete workflow for digital marketers and content teams who want to stay ahead in the age of AI search.

What You Can Do with FinSEO

FinSEO gives marketing teams a complete overview of how their brand performs in AI-driven search. The platform combines tracking, auditing, and collaboration features — all focused on improving AI visibility and entity optimisation for search engines and AI tools.

• AI Tracking
  Monitor how visible your brand is for specific AI prompts. You can test different phrasing styles and topics to see whether your firm is being mentioned or cited by tools like ChatGPT or Perplexity.
  
• AI SEO Audit
  Generate custom prompts for individual URLs and receive a step-by-step roadmap on how to make your page appear more prominently for those prompts. The audit highlights missing elements, content gaps, and entity associations that help improve AI rankings.
  
• Competitor Monitoring
  Compare your Prop Firm or Broker’s visibility against competitors. FinSEO provides clear benchmarking so you can identify where others are mentioned more often and how to close that gap.
  
• AI Structured Data
  Automatically generate SCHEMA markup optimised for AI and answer engines. Structured data helps AI models understand your website’s content and relevance more effectively.
  
• Workspace Collaboration
  Invite team members to your workspace to collaborate on AI SEO projects, assign tasks, and track performance across multiple domains.
  
  

Start with the Overview: Competitor Monitoring

The Competitor Monitoring feature in FinSEO is the best starting point. It gives you a top-level overview of which prop trading firms currently perform best in terms of AI visibility.

You can sort and filter results by different AI search tools — for example, check your visibility in ChatGPT, Perplexity, or other generative engines. This helps you understand where your brand stands compared to others across multiple AI environments.

Another useful view is sorting by mentions, which shows how often a brand appears in AI-generated content. However, be aware that some brand names may attract unrelated search interest. For instance, the Japanese prop firm Fintokei seems to experience this due to its name being used in other contexts. The same applies to some brokers like NAGA or Admirals, whose brand names are not exclusively associated with online trading.

To avoid such distortions, you can use the “Visibility” filter, which focuses only on mentions that appear within your industry context. This gives you a much more accurate picture of how your brand performs in AI search compared to direct competitors.

Visibility of the Top Prop Trading Firms in AI Search Tools

AI Audit: Turning Visibility Insights into Action

Once you have a clear overview of where your brand stands in terms of AI visibility, the next step is to make a plan and identify the prompts you want to rank for. This can be done through the AI Audit feature in FinSEO.

Here is how it works: you feed the AI with structured information about your brand. You define your target audience (for example, by age group), describe the customer situation or problems they are facing, and outline your products and services that are relevant to them.

Based on this input, the system generates potential prompts that real users might use when searching for information.

Once these prompts are generated, it is your turn to review and refine them using your industry knowledge and expertise. This step is critical. Unlike traditional SEO, where keyword tools provide data such as search volume and difficulty, AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) work differently.

Because AI search is generative, results can vary depending on factors like location, previous search behavior, or how the prompt is phrased. There is no single database of prompts — so success depends heavily on your own experience and understanding of your market.

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Creating and Monitoring Prompts in FinSEO

FinSEO allows you to create different variations of your selected prompts and helps you discover similar or related ones. This makes it easier to understand how users might phrase their questions differently when looking for the same topic or product.

Once you are satisfied with the generated results, you can select specific prompts and start monitoring them directly inside FinSEO. The tool will then track how often your brand appears in AI-generated responses for each prompt and show changes in visibility over time.

You can also add your own prompts manually, making the process partly AI-driven and partly guided by your own expertise. This flexibility ensures that your strategy remains both data-informed and authentic to your brand voice and market knowledge.

Detailed Breakdown of Prompt Visibility

Once you have set up the prompts you want to monitor, FinSEO provides detailed insights into how visible your brand is for each of them.

You can clearly see which competitors are currently ranking for these prompts and how often they appear across different AI models. This helps you identify who dominates specific topics and where new opportunities for your brand might exist.

FinSEO also lets you analyse the search intent behind each prompt.

Learn More About FinSEO

Discover our detailed FinSEO Review to explore all pricing options, features, and real use cases for Prop Trading Firms and Brokers looking to improve AI visibility.

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Understanding Search Intent

Search intent describes what a user is really trying to achieve with their query. In the context of AI search, this can typically fall into a few categories:

• 1. Informational:
  The user wants to learn or understand something.
  Example: “What is prop trading?”
  
• 2. Navigational:
  The user is trying to find a specific website or brand.
  Example: “FTMO login” or “PropTraders.de reviews”
  
• 3. Commercial (Investigational):
  The user is comparing options or researching before making a decision.
  Example: “Best prop firms for beginners”
  
• 4. Transactional:
  The user is ready to take action — to sign up, buy, or register.
  Example: “Where to open a 100K prop account”
  

Understanding intent helps you tailor your content and product positioning to match what users actually want to achieve.

Finally, FinSEO provides insights into AI distribution — showing which AI models drive the most visibility for your brand. This could include ChatGPT, Perplexity, or other AI search engines that display your content.

Conclusion: The Future of AI Visibility Starts Now

The way people search for information is changing faster than ever. Traditional SEO is no longer enough for brands in the online trading space. With tools like FinSEO, prop trading firms and brokers can finally take control of their visibility inside AI-driven search environments like ChatGPT, Perplexity, and other generative platforms.

By monitoring your AI visibility, analysing prompts, and understanding search intent, you can make sure your brand stays discoverable and relevant in this new search era. Those who start now will have a clear advantage once AI search becomes the dominant way people find information.

Start Optimising for AI Search Today

Tools like FinSEO help Prop Trading Firms and Brokers understand how visible they are inside AI platforms such as ChatGPT and Perplexity. Track prompts, monitor competitors, and stay ahead of the AI visibility curve.

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