On this page

1. Where trust questions meet AI answers
2. Three kinds of question to track
3. How you are described
4. Which pages the engines cite for money questions
5. Keep your pages current
6. Reading it every week

An AI assistant can now tell someone which bank to open an account with, or which insurer to call. The answer names a few providers with a line about each, and a buyer can read yours without opening your site. Here is how to see where you stand, and how to move up.

Where trust questions meet AI answers

A buyer can put a specific doubt, such as which lender suits someone who is self-employed, to ChatGPT, Perplexity, Gemini, Claude, Google AI Overviews or Google AI Mode. If you run marketing at a fintech, a lender, an insurer or a wealth firm, you want to know whether you are named, how far down the list you appear, and what the engine says about you.

Three kinds of question to track

Provider questions

The buyer knows the need, but not yet the names.

• "Which online banks are good for a small business with two directors?"
• "What are good options for pet insurance for an older dog?"
• "Recommend a financial planner for someone close to retirement."

They show whether the engines count you in your field at all, so give them the largest share of your questions.

Product and need questions

The buyer has a product type and a situation.

• "What is the best way to consolidate credit card debt with a fair credit score?"
• "Which travel insurance covers a pre-existing condition?"

Write these in the buyer's own words: their situation, their stage of life and what they worry about.

Trust questions

The buyer has a name and wants to be reassured.

• "Is [a provider] safe to use for savings?"
• "What do customers say about [a provider]'s claims process?"

Track these for yourself and your main rivals. BotSay reports questions that name you on their own, so your headline figures come only from questions where a mention is earned.

Give each topic you want to win at least ten questions. Our guide How many questions do you need to track AI visibility? shows how the number you track sets how precise your figures are.

How you are described

Five measures describe where you stand in AI answers: Mention rate, Share of voice, Average rank, Your pages cited and Sentiment. In financial services we would give Sentiment more weight than usual, since buyers of money products read the wording closely. BotSay scores each sentence that names you from 0 to 100 and puts the weakest descriptions at the top.

Check those sentences against your own pages.

• Fees and costs. Does the answer state your fees as they are today? An engine can repeat a figure from a page you changed long ago.
• Risk and safety. Does it describe how your product works, and what it covers, as accurately as your pages do?
• Service. Does it mention claims, support or waiting times, and where do those lines come from?

Then open the pages the answer linked to.

Which pages the engines cite for money questions

Engines that search the web lean on pages to write their answers, and link to many of them. Your pages cited is the share of those links that point at your sites.

Sort the cited sources into four kinds:

• Official and public pages, such as registers and consumer guidance sites.
• Comparison and review sites, which list providers side by side.
• Publishers, such as personal finance columns and news.
• Your own pages: product pages, fee schedules, help articles and disclosures.

If one comparison site keeps coming up and you are missing from it, get listed there. A rival's page that answers a question you track, with nothing from you, tells you which page to write next. When your page is cited, check it is the right one and not an old product page.

For every answer, BotSay shows the searches the engine ran to write it, so you can see which words led to a rival's page and not yours (Answers and sources).

Keep your pages current

Rates, fees, limits and eligibility rules change often in finance. Current pages give the engines today's terms to quote.

• One clear page for each product, with its fees and terms in plain text, not only in a PDF.
• A visible date on pages whose figures change.
• Old pages retired or redirected, so the rate an engine finds is today's.
• Help articles that answer the trust questions in your buyers' words: how to claim, how to close an account, what happens to their money.

Put these changes through the same compliance review as the rest of your site. Note the day each one goes live and tell BotSay, which then follows the questions that page was meant to win and shows what changed.

Reading it every week

Answers vary from day to day, so ask the same questions in the same way every week, and write the number of answers beside your Mention rate. From that count you can work out a likely range. As a rough guide, when this week's range sits clear of last week's, the change is real. BotSay shows Mention rate with its likely range and the number of answers behind it, and shows a change in Mention rate as real only once it clears both weeks' uncertainty. Its exact test also finds real changes whose ranges overlap a little. When BotSay marks a change as real, you can report it as real. The other four measures show the figure and how far it moved.

Three topics of ten questions on six engines comes to 180 answers every week. A month by hand will teach you how the engines treat your brand; after that, it is the job we built BotSay to do. BotSay asks your questions on all six engines every week, through each provider's official developer access or a licensed search-data provider, with the wording held the same. Your reading arrives in the weekly email.

Start with the topic where rivals are named and you are not, and the page that could win the most questions. Publish it, note the date, and read the answers again the next week.

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