Author
Steven Cooley
Founder, Prlmnt
Steven Cooley founded Prlmnt to help financial services companies understand and improve how they appear inside AI-powered search and answer engines.
His work sits where mortgage, financial technology and search meet: identifying the questions borrowers and buyers actually ask, analyzing how ChatGPT, Google AI Overviews and other answer engines respond, and building the content and authority signals needed to compete for visibility in a regulated industry.
Industry expertise
- Answer Engine Optimization (AEO)
- Generative Engine Optimization (GEO)
- LLM visibility strategy
- Mortgage and mortgage technology marketing
- Financial services content in regulated environments
Articles by Steven Cooley
AEO & GEO
What Is Answer Engine Optimization (AEO)?
AEO is the practice of structuring content, websites, and brand authority so answer engines can find, understand, and accurately surface a company.
Steven Cooley · September 30, 2026 · 11 min read
AEO & GEO
AEO vs SEO: What's the Difference?
AEO and SEO overlap rather than compete: SEO optimizes for search rankings, AEO optimizes for accurate inclusion in AI-generated answers.
Steven Cooley · September 30, 2026 · 9 min read
AEO & GEO
AEO vs GEO: What's the Difference?
AEO and GEO overlap heavily and the industry has no fixed definitions yet; most companies need elements of both to be visible in AI search.
Steven Cooley · September 30, 2026 · 8 min read
AEO & GEO
What Is Generative Engine Optimization (GEO)?
GEO is the practice of shaping content so generative AI systems are more likely to cite and accurately represent it in synthesized answers.
Steven Cooley · September 30, 2026 · 10 min read
AI Search
How to Optimize Your Website for ChatGPT
Websites can improve their odds of being surfaced by ChatGPT through crawlability, clear entity facts, structured data, and third-party authority.
Steven Cooley · September 30, 2026 · 11 min read
AI Search
How Does ChatGPT Decide Which Companies to Recommend?
ChatGPT weighs relevance, source authority, corroboration, and content clarity when generating an answer; OpenAI has not published a ranking formula.
Steven Cooley · September 30, 2026 · 10 min read
AEO & GEO
What Is an LLM Visibility Audit?
An LLM Visibility Audit tests real customer questions across AI platforms to show where a brand appears, is absent, or is misrepresented.
Steven Cooley · September 30, 2026 · 10 min read
Financial Services
AEO for Financial Services: The Complete Guide
Answer Engine Optimization for financial services means structuring regulated, trust-sensitive content so AI systems can accurately understand and cite it.
Steven Cooley · September 30, 2026 · 12 min read
Financial Services
GEO for Financial Services
Generative Engine Optimization helps financial brands improve the likelihood their content is accurately understood and referenced in AI-generated answers.
Steven Cooley · September 30, 2026 · 10 min read
Mortgage
AEO for Mortgage Companies
Mortgage AEO structures a lender's or broker's website and content so AI systems can accurately understand the company and surface it in borrower questions.
Steven Cooley · September 30, 2026 · 12 min read
Mortgage
How Mortgage Companies Can Appear in ChatGPT
Appearing in ChatGPT starts with technical accessibility, clear product information, and answer-first content — not guaranteed placement in any response.
Steven Cooley · September 30, 2026 · 11 min read
Fundamentals
What Is LLM Visibility?
LLM visibility is whether your company is accurately included, cited, or recommended when an AI system answers a customer’s question.
Steven Cooley · September 30, 2026 · 9 min read
Mortgage
How AI Is Changing Mortgage Search
Borrowers are asking complete questions instead of isolated keywords, and receiving synthesized answers before they visit a lender’s website.
Steven Cooley · September 30, 2026 · 10 min read
Strategy
Why Traditional SEO Isn't Enough
SEO fundamentals still matter, but rankings alone do not show whether an AI answer includes, cites, or accurately describes your company.
Steven Cooley · September 30, 2026 · 9 min read
Mortgage
How Mortgage Companies Can Prepare for AI Search
A practical sequence for making mortgage content accessible, accurate, useful, and measurable across AI-driven discovery.
Steven Cooley · September 30, 2026 · 11 min read
Technical
What Makes a Website Visible to ChatGPT?
Visibility begins with search-crawler access, then depends on clear, useful content and a trustworthy information footprint.
Steven Cooley · September 30, 2026 · 10 min read
Fundamentals
How AI Decides Which Companies to Recommend
There is no published recommendation formula. Retrieval, source quality, corroboration, query context, and generation all shape the answer.
Steven Cooley · September 30, 2026 · 10 min read
Strategy
The Difference Between SEO and LLM Visibility
SEO competes for a position in results. LLM visibility evaluates whether a company becomes part of a generated answer.
Steven Cooley · September 30, 2026 · 9 min read