Why AI matters for investor relations websites.
Investors are increasingly turning to AI Chatbots to find trusted information quickly.
If your investor relations website isn’t optimised for AI models, you risk being invisible in AI-generated search results.
The primary gateway for investors to find information has shifted. While traditional Google searches still happen, a significant portion of stakeholders now use ‘answer engines’ such as ChatGPT, Gemini and Perplexity to research companies. Other specialised AI tools such as Quartr dive even deeper for finance professionals, investors, and IR teams.
If your Investor Relations website isn’t optimised for AI models, you risk being invisible in the AI-generated search results that institutional and retail investors are using to make decisions. This is where Generative Engine Optimisation (GEO) comes in.
What exactly is GEO?
Think of SEO (Search Engine Optimisation) as the art of ranking in a list of links. GEO (Generative Engine Optimisation) is the evolution of SEO – it’s the process of ensuring your brand is the trusted source that an AI search request includes when it delivers an answer.
In the IR world, this is the difference between an AI summary saying, “I couldn't find specific data on Company X’s 2025 carbon offsets” and “According to Company X’s latest sustainability report, they achieved a 12% reduction in Scope 1 emissions, citing a transition to 100% renewable energy.”
Why does AI matter for investor relations?
Investors are asking highly intentional, complex questions. They’re not just looking for Company X’s annual report. They are asking, “What is the dividend growth history of Company X compared to its peers over the last five years?”
The risk here, is that if your website isn’t structured for GEO, AI results might pull data about you from a third-party news site or a competitor’s comparison page – instead of your own official data.
How to make your IR website AI-friendly.
Ensure your website remains discoverable with these GEO and AI citation essentials.
Content signals
- Clarity: relevant content written in plain English, written for both non-specialist investors and analysts
- Clear definitions: explanations of financial terms, KPIs, consistent terminology
- Results summaries: concise written summaries of revenue, profit, margin movements (not just numbers)
- Forward-looking clarity: clearly labelled outlook statements, distinction between guidance and commentary
- Author and credibility sources: attribute CEO and CFO, board and exec bios with tenure and responsibilities
- Regular updates: dated, versioned content with publishing dates and reporting periods
Technical foundations
- Crawlable, text-based content: key IR pages available in clean HTML (not PDFs or JS-only)
- Stable, permanent URLs: one fixed URL per report, announcement, and results page
- Accessible documents: HTML versions of key content, ensure PDFs are searchable and tagged
- Clear site structure: investor content clearly separated from marketing pages
- Structured data (Schema): for Organisation, People, Financial Events, FAQs
- Fast, reliable performance: pages should load quickly
- Trust & compliance signals: HTTPS, legal entity details, regulatory disclaimers should be visible
- Historical content: past results and filings should remain accessible and linked
For comprehensive insights and a tailored strategy to improve your website’s presence in AI search, please request our AI Citation Test.
Moving IR searches from SEO to GEO
At Wisetiger, we see investor relations websites not just as a library, but as a source of truth for the both human website users and the GEO ecosystem. By optimising for GEO, you ensure that when an analyst or investor asks their AI assistant for a summary of your performance, they get the story that you want them to see – accurate, authoritative, and cited directly from your website – and not a source that’s beyond your control.
AI Citation Test.
How are AI models viewing your website? Using AI tools (and our human know-how) we can provide a free AI Citation Test for your website. The test provides a summary of your existing AI citation and GEO visibility, and includes an executive summary, scoring of key metrics, competitor analysis, recommendations, roadmap for improvements and some expected outcomes.
Please get in touch if you’d like us to run an AI Citation Test on your IR website.
Book a call.
Simon Verrall heads up our investor relations services. Before diving into the world of digital, Simon spent his formative years crafting annual reports for the likes of Barclays, ICI, The Body Shop, and 3i. His knack for clear, compelling communication won him a Stock Exchange Award for his work with Kingfisher PLC.
If you’re planning a new investor relations website, need support with your existing IR website or have questions about why AI matters for investor relations websites, please book a call with Simon.
