Our agency’s CEO got a call very recently from one of our community bank clients asking about GEO (Generative Engine Optimization) versus SEO (Search Engine Optimization). The caller, a bank C-suite exec, said that he had seen an article saying that SEO was dead and GEO is everything now. Our CEO replied with this: that thought process is like saying that because electric vehicles are here, it means all gas vehicle are useless and are past tense.
Here is the end-of-this-article call to action: many community banks will be slow to move in these SEO/GEO categories, so use this as a battle cry to far outrun your online competition. Those who adapt (and use the right vendor partners for help) will be able to take leaps forward, while those waiting to observe or watching from the sidelines will be left behind!
Community banks have long excelled at building trust, relationships, and personalized service. But in today’s digital world, the way customers search for and evaluate local financial institutions is rapidly evolving. While Google remains the dominant search channel, AI-powered search is emerging as a new way consumers discover and interact with businesses.
The opportunity for community banks is clear: prepare now, experiment strategically, and position your institution to lead tomorrow—without abandoning the proven strategies that work today.
The Reality: AI search is growing, but Google still dominates
AI-powered search engines like ChatGPT, Perplexity, and Microsoft Copilot are beginning to change how people find local businesses. Instead of typing short keywords and scrolling through websites, customers can ask conversational questions such as:
“Which community banks near me offer small business loans with flexible repayment terms?”
The AI then provides a direct, detailed answer, pulling from multiple online sources.
For now, Google still owns the search landscape—over 98% of local searches happen there, and it grew more than 20% in 2024. That means nearly all of your leads, calls, and new accounts will continue to come from Google Ads, Google Business Profiles, and organic SEO. AI search accounts for less than 2% of volume today—but it’s growing fast, and banks that prepare early will gain an edge.
How AI search works differently
Think of Google as a phonebook—it shows you a list of places to explore. AI is more like a genius librarian who has read everything and delivers the single best answer.
For GEO purposes, AI is looking for what we’ll call “social proofing” or “human proofing”, meaning that it wants to see what humans are saying about. It looks for the whole picture, not just what you say on your website about yourself.
This shift changes how content is created and consumed:
- Customers interact conversationally, asking natural-language questions.
- AI draws from the entire web, not just your site.
- Mentions and reviews matter as much as backlinks.
- It looks for additional human originated content such as videos and more.
For community banks, this means rethinking both content strategy and overall visibility.
Content strategy for AI visibility
- Write Conversationally
Mirror how people actually talk:
- Instead of: “We offer consumer loans and deposit accounts.”
- Use: “Looking for a low-interest personal loan or a savings account with mobile banking? Our community bank has both, designed to make your finances simple and stress-free.”
- Structure for AI Scanning
AI prefers clear, simple formatting.
- Use question-based headings.
- Break content into bullet points and short paragraphs.
- Lead with the answer, then add details.
Example:
“Does your bank offer SBA loans?”
Yes. We provide SBA 7(a) and 504 loans with flexible terms designed for small businesses in our community.
- Be Original and Detailed
AI rewards trust and depth. Add:
- Case studies and testimonials
- Photos of your team, and branches, and even customers
- Videos or financial tip guides
- Expert insights from staff
- Technical Implementation
Behind the scenes, SEO still matters:
- Add schema markup for reviews, FAQs, and business details
- Update content regularly
- Link to credible sources
Building authority beyond your website
AI doesn’t just scan your site—it looks across the web. That’s why reputation and mentions matter.
- Reviews: Consistent, positive Google and Facebook reviews build trust.
- Directories: Appear in trusted listings like BBB, Chamber of Commerce, and finance directories.
- Mentions: AI notices your bank name on authoritative sites, even without backlinks.
- Thought Leadership: Share expertise on LinkedIn, podcasts, and local events to elevate credibility.
Even smaller banks can compete locally by showcasing authentic voices and community impact.
What AI uses today
When answering local queries, AI pulls from:
- Websites (58%)
- Third-party mentions (27%)
- Directories (15%)
This shows that your strategy must reach beyond SEO to a complete digital presence.
The Action Plan: what we’ll do together
As your marketing partner, we’ll help you prepare for AI while protecting your core Google presence:
- Continue Prioritizing Google
- Strengthen SEO, paid search (SEM digital advertising), and Google Business Profiles
- Focus on reviews and local citations
- Prepare for AI Growth
- Add structured data to your site
- Audit AI visibility and create conversational content
- Build authority with mentions and directory listings
- Leverage AI Tools Internally
- Use AI for drafting content, responding to reviews, and analyzing performance (with human oversight)
- Monitor emerging AI platforms without shifting resources away from Google
What you’ll need to do
To succeed, our team will need inside help from you:
- Provide case studies and stories from your team
- Photos and videos with your team, customers, local community involvement
- Approval for new content and strategies
- Timely responses to customer reviews
The more authentic input we have from you, the stronger your AI visibility will be.
The bottom line
Google remains the backbone of customer acquisition for community banks. But AI-powered search is gaining traction, and early adopters will benefit most.
By combining proven local SEO with strategic AI preparation, your bank can:
- Win customers today through Google
- Position for tomorrow’s growth in AI search
- Build a reputation as both trusted and innovative
Community banks succeed when they embrace change while staying true to their roots. Preparing now for AI-powered search ensures your institution is ready for what’s next.
References:
Brightlocal: https://www.brightlocal.com/resources/local-seo-statistics/#:~:text=Finding%20and%20Comparing%20Online%20Reviews
