Скачать или смотреть The Shift from SEO to GEO: How AI Is Changing Mortgage Visibility | Ifthikar Mohamed Session 2

In this second session from Ifthikar Mohamed, Director at WIS and Co-Founder of MortgagX, we dive deeper into one of the biggest shifts happening in our industry: the move from traditional SEO to Generative Engine Optimisation (GEO).

As clients increasingly turn to AI tools like ChatGPT and Google AI Mode for answers, the way mortgage brokers and businesses show up online is changing rapidly.

In this session, Ifthikar explores what this shift means in practice and why understanding AI visibility is becoming essential for anyone operating in the mortgage space.

We cover:

• Why SEO is evolving into “search everywhere optimisation”
• How generative engines decide which businesses to mention
• The growing role of AI in client research behaviour
• Opportunities for brokers to compete with larger brands
• Why structured data and E-E-A-T matter more than ever
• Practical steps to improve your visibility in AI search

This is part of the ongoing conversations at COF Conference of the Future, where we bring together advisers, lenders, and innovators to explore how technology is shaping the future of mortgages.

Register for COF 2026:
https://www.cofconference.co.uk

WHERE A.I. MEETS MORTGAGES

If you are thinking about how your business will be discovered in an AI-first world, this session offers valuable perspective.

Let us know in the comments: how are you preparing for the shift to GEO?