Intrigue DigitalFinance Broker Schema and Google Business Profile for AI Search
The short answer
The two foundations that let AI identify your brokerage are structured data on your website and a complete Google Business Profile, with identical details across both. Structured data tells a model what your business is in a language it reads cleanly; your Business Profile confirms it against Google's own trusted record.
Get these two aligned and you have done the groundwork most brokers never do.
The schema a broker needs
Use FinancialService or LocalBusiness schema on your site, stating your business name, address, phone, service areas, and your lending specialties as distinct items: first home buyers, refinancing, investment lending, self-employed, commercial, SMSF. Add your licensing detail and name your brokers as people with a sameAs link to their MFAA or FBAA profile and LinkedIn, so a model can verify they are real and accredited.
Then add a plain-text llms.txt file summarising who you are, where you operate and what you do. It gives AI a clean source to read instead of guessing from your page layout.
If keeping all of this consistent across enquiries and listings sounds like a lot to manage, a workflow tool such as GoHighLevel helps brokers keep their business details and follow-ups in one place.
Google Business Profile, done properly
Fill every field: the correct business category, all service areas, hours, and the services list using the same specialty wording as your website. Seed the Q&A section with the real questions borrowers ask, answered plainly. Keep a steady flow of genuine reviews, because review volume and recency are trust signals both Google and AI weigh.
The rule throughout is sameness: the name, number, address and specialties on your Business Profile must match your website and your directory listings word for word. That consistency is what turns scattered mentions into one confident entity an AI will name.
What the research says
Independent studies on search and AI behaviour, last reviewed October 2026. We re-check these figures at least every six months.
| Measure | Before | After |
|---|---|---|
| Organic CTR on queries with an AI Overview | 1.76% | 0.61% |
| Paid CTR on queries with an AI Overview | 19.7% | 6.34% |
| Extra organic clicks for brands cited in the Overview | +35% | |
| Extra paid clicks for brands cited in the Overview | +91% |
Source: Seer Interactive, AI Overviews impact on Google CTR, September 2025 update. 3,119 informational queries across 42 organisations, June 2024 to September 2025. Seer notes citation may reflect, not cause, stronger brands.
| Platform or forecast | Figure | Date |
|---|---|---|
| ChatGPT weekly active users | 800 million | October 2025 |
| Google AI Overviews monthly users | 2 billion | July 2025 |
| Gartner forecast for traditional search volume | 25% lower by 2026 | February 2024 |
Source: TechCrunch, ChatGPT hits 800 million weekly active users (October 2025); Search Engine Journal, AI Overviews reach 2 billion monthly users (Q2 2025 earnings); Gartner, Search engine volume forecast (February 2024). Gartner's figure is a forecast, not a measurement.
Sources and further reading
Frequently asked questions
What schema type should a mortgage broker use?
FinancialService or LocalBusiness is appropriate, with your specialties listed as distinct services and your brokers named as people with verification links. The goal is to state clearly what you do and who does it.
Do I need an llms.txt file?
It is not mandatory, but it is a low-effort, high-value addition. It gives AI models a clean summary of your brokerage to read, which reduces the chance they get your details wrong or leave you out.
How important is Google Business Profile for AI search?
Very. It is one of the most trusted records AI cross-checks for a local service business, so a complete, consistent profile with genuine reviews directly supports being named in AI answers.
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