SEO 2.0: How to stay visible in the new rules of investor search

• Investors are no longer searching exclusively on Google—platforms like YouTube, LinkedIn, and AI-driven tools are becoming key sources of corporate information.
• ASX-listed companies must embrace Search Everywhere Optimisation by leveraging video content, social media, and structured data to improve discoverability.
• Video interviews, AI-driven search, and social media engagement are essential for maintaining visibility and attracting investor interest.

Investor relations has traditionally relied on search engine optimisation (SEO) to ensure that corporate news, financial reports, and announcements are easily discoverable on Google. However, the way people search for information is changing. Investors, like consumers, are no longer relying solely on Google—they’re turning to YouTube, social media, and AI-driven tools to find insights on companies and market trends.

This shift has given rise to Search Everywhere Optimisation (SEO 2.0), where businesses must optimise their content across multiple platforms, not just search engines. For ASX-listed companies, adapting to this new reality can improve investor engagement, brand visibility, and trust.

Investors are turning to YouTube and other platforms.

INVESTORS ARE SEARCHING BEYOND GOOGLE

Institutional and retail investors are using a wider range of platforms to research companies. Some key trends include:

• YouTube as a research tool – Investors are searching for corporate presentations, CEO interviews, and industry insights. YouTube is now the second-largest search engine, and Google often prioritises YouTube videos in search results.
• AI-powered search – Tools like ChatGPT and Google’s Search Generative Experience (SGE) summarise company news and market trends, making structured, well-optimised content even more important.
• Social media for investor insights – LinkedIn, X (formerly Twitter), and even TikTok have become hubs for investor discussions, analyst opinions, and business news.

Investors are searching companies on platforms, like LinkedIn and X.

HOW YOUR COMPANY CAN OPTIMISE FOR INVESTOR ENGAGEMENT

To maximise visibility and attract investors, your ASX-listed company can embrace Search Everywhere Optimisation with these strategies:

1. Leverage YouTube for investor content

• Upload your CEO interviews, investor presentations and AGM webcasts to YouTube.
• Optimise your titles, descriptions, and tags with relevant investor keywords (e.g., “ASX [your company name] AGM presentation”).
• Include your timestamps and captions to improve accessibility and engagement.

2. Optimise for AI-powered search

• Ensure your ASX announcements and annual reports are easily readable by AI-driven search tools.
• Use structured data (e.g., schema markup) to help search engines understand your key information.
• Provide concise, well-structured summaries in your investor FAQs and blog posts. 

3. Enhance LinkedIn and X (Twitter) presence

• Share your company news, investor updates, and thought leadership posts.
• Engage with your investor communities by responding to comments and participating in discussions.
• Use LinkedIn articles and X posts to break down complex financial information.

4. Use digital media and podcasts

• Feature your executives in financial podcasts and industry discussions.
• Create short-form video clips summarising your investor highlights for platforms like Instagram Reels and TikTok.

5. Ensure a strong, mobile-friendly investor website

• Investors should easily find your ASX announcements, reports, and key company updates on mobile devices.
• Implement SEO best practices to rank well in both traditional and AI-driven searches.

Investors should easily find your ASX announcements on mobile devices. 

In short

The investor landscape is evolving, and businesses must expand beyond traditional SEO to stay visible. Search Everywhere Optimisation ensures that your corporate messages reach investors wherever they search—whether it’s Google, YouTube, LinkedIn, or AI-powered platforms. By embracing this shift, you can strengthen investor engagement, build credibility, and enhance your company's digital presence in a rapidly changing world.

A little help on your videos or website?

IRM can help your company maximise visibility with Proactive video interviews that are posted on YouTube and shared on social media for best mileage. Or perhaps you need an investor-focused website? Call us today on +61 2 8705 5444 or email clientrelations@irmau.com for more info.