Getting Found Online: Show Up Where AI is Looking

Good afternoon, everybody, and thank you so much for being here today on this Wednesday before Halloween.

I don’t know about you, but I have three little kids, and we actually have trick or treat this week tomorrow on Thursday because I live in a college town, and there’s a big football game on Saturday. So everybody’s getting ready for trick or treat.

And while everybody’s coming into the chat here, I would love to know if you have little kids or grandkids or nieces or nephews, what are, like, the big Halloween costumes everyone’s doing this year? I also love to hear where everyone’s joining us from. So I’m in State College, Pennsylvania. So Penn State is the big football game this weekend, And I made the mistake of allowing my children to decide what we would do for a family costume.

So they are being cowboys and cowgirls, and I am the cow, which is hilarious. But, actually, I love the costume because it’s like a big furry onesie that’ll be nice and warm. So loving that. Let’s see where you’re all joining us from today.

We’ve got Careville, Texas. Claire’s in Lansing, Michigan.

Bernadette’s in New Jersey, not too far from me. And Amy said my friends and I are going as Vikings. Oh, I love that. That’s so fun. Arena said a spider or dragon for my little girl. So you still are deciding you like it, or maybe he has two costumes.

We’ve got just outside Chicago.

Terrence said hello from a happy F and G client and fiduciary adviser in Oklahoma City. Love it. Mozel, my daughter is being Eeyore, and my son is a taco.

Love it. Does anybody do family costumes anymore? We’ve done it for years. We’ve done like the wizard of Oz where I was Dorothy.

One of my babies was Toto. We did superheroes one time. I was black widow. I put my baby in, like, a bulky Hulk costume, which was hilarious.

So we love the fun family costumes. Carrie said, I’m going to be a hippie because I didn’t plan. And my closet looks like that 70 show all year. My mom is turning 70 this winter, and we’re throwing her a seventies theme party for her seventieth birthday in February. And I got my dad one of those big Afro wigs.

He…

Hopefully, he’s not watching this because he doesn’t know it yet, but it’s gonna be super fun. Anyways, love it. Happy Halloween and October to everyone. And if you’re joining us for this month’s webinar, then you know we’re talking all about getting found online, how to show up where AI is looking.

So we’re really gonna break down just a few small changes that you can make to really make a big impact on your ability to get found by AI. Let me know in the chat. Have you had anybody yet come to you and say, I was talking to ChatGPT or I asked Google and, like, the AI overview recommended you or, you know, I was talking to Claude and you were recommended. Oh, we’re getting a lot of yeses.

I love it.

It’s happening more and more because this is becoming the search tool that everyone is using. So if you’re saying not yet, do not fear.

It probably will happen hopefully very soon. And, oh, Allison, yes, one of my best clients. If you did have a great experience where someone came and they said, I took a look at your website or ChatGPT recommended and you wouldn’t mind sharing your story with me, I’m LinkedIn. I’m just Samantha C Russell.

Send me a DM on LinkedIn. I’m looking for people to interview for some LinkedIn lives and would love to interview you. We also put it on our YouTube channel. And if you know anything about answer engine optimization, it doesn’t just help us, but it helps you because it will be a backlink to your site from a high domain website like FMG.

So it will help boost you as well. So if you’re interested in talking with me, please send me a DM on LinkedIn if you’ve gotten a lead and or especially client from AI search. Okay.

Let is…

Let’s go…

Let’s get started. So if you don’t know me, I know I’m Natalie. She is still out loving her baby on maternity leave. I’m Samantha Russell, the chief evangelist here at FMG.

I typically run all of our prospect webinars, and I’m on stage all over the country. I’ve done a whirlwind tour this October talking about this a lot, and so I’m just delighted to be here with all of you, teaching you what you need to know. And this is a very ever changing landscape. So, you know, we at FNG, we’re constantly research what’s changing and then bringing it back and updating our product.

We have a bunch more new product enhancements when it comes to AEO on the road map that we’re working on as we speak. So we will be so excited to share those with you as they roll out.

If you’re, you know, been doing this a while, you know this isn’t your first rodeo. The recording will be sent out after the webinar, and we will send you a follow-up email with slides and handouts. But we really wanna make this interactive, so please, please, in the chat, let us all communicate and chat together. And if you have a tip that will help everybody else or a question, you can put it there, and we’ll learn together. And if you missed last month, I also was covering for at least last month. We were talking all about how you can really grow on social media in just ten minutes with a really specific routine. So that one is up and available to watch the replay.

Oh, and we put it in the chat too. Thank you.

Alright. So here’s our plan for today. First, we’re gonna take a look at what is AI looking at, what are they looking for, all these different tools when they’re deciding which website to recommend. Then we’re gonna talk about how to structure your content, why things like FAQs are so important.

We’re gonna look at what are those trust signals that AI looks for, and then what specifically are your top action items to go forward. But first, I wanna start by setting the stage with a little story. Okay? So let’s look at these two advisers.

The gentleman on the left has been working as an adviser for twenty five years. He has a list of clients who absolutely love him, sing his praises, would have no problem saying, yes. He…

You should work with him if somebody asked. Right? But he’s more of a generalist. He’s had a lot of families he’s worked with a long time, And, you know, he doesn’t really update his website all that often, barely any social media presence other than a claimed LinkedIn profile and a few LinkedIn personal posts, like three over twenty five years, and that’s it.

That’s really…

You know, his strategy is just serve my clients as best as possible.

And on the right, we have a woman who has been an adviser for only nine years, but she has made it her mission to let everybody know digitally online who she is and who she serves. So she’s got a crystal clear type of client that she works with. She’s communicated that on her website.

Every service that she offers, she goes deep on her website. So she’s offering estate planning. She’s got a whole page about how she does it. She offers to work with your CPA and does tax planning.

She has a whole page all about that. She’s adding blog posts twice a month. She’s, you know, contributing to Forbes. She’s constantly posting to LinkedIn, appearing on podcast.

Which of these two advisers do you think it will be easier for AI to recommend if somebody goes and start saying, hey. I’m looking for an adviser to help me.

It’s the woman. Yes. Everybody was guessing right away. And the thing is that doesn’t mean that she’s the better adviser.

Right? It it…

Arguably, we don’t know which one is better. But when we’re thinking about this new world of AI search, AI doesn’t know things about your business unless you tell it and unless other people talk about it and unless you’ve publicly made this information available. So this is why it’s so important is that you could be missing out on clients about…

You know, missing on a new opportunity just because there’s a lack of information. Because as we know, when someone goes and searches in Google, no longer do they get a list of 500 websites. They just get a few recommendations at the top of the page, and they maybe go look up those websites, go call those firms. So you could be out of the running before you even get started.

So that’s what we wanna prevent and what we’re gonna talk about today. If you have any specific questions that come to mind, feel free to either drop them in the chat or in the q and a box.

Okay. So just a little bit of data to back this up. This is a poll, that came out a little bit early…

Just a few months ago from search engine land, which is a top, resource for all of us in the SEO, AEO world. SEO was search engine optimization. Now we’re talking about answer engine optimization because there’s all these new ways to get answers to our questions. And 70% of consumers say their AI tool use in the last year has increased.

Just 3% reported a decrease. So if…

You know what? Let’s just…

Let me ask all of you in the chat. How many of you now daily are using AI search to answer your questions?

And do you feel like you’re asking way longer questions, like, with a lot more detail? Lots of yes. Yes. Me all the time.

Yep. Right? So the thing is we’re not only using these tools more. We’re giving so much more context when we’re doing the search.

Don’t just say, tell me the best adviser near me. We say, I’m 50 years old. My wife and I are thinking about retiring in the next fifteen years. We just got our kids off to college, and we need now a plan for, you know, what…

How are we gonna leave a legacy? What…

How are we gonna pass our state onto them? How are we gonna fund retirement? And then ask AI, okay. Who do you recommend?

So they have…

These tools have so much more context. So what you really need to remember is that your digital presence, your…

And it’s not just your website, but your entire digital presence has two audiences now. Both the robots that are gonna assess it online and send people to you, as well as the humans that you’re actually trying to attract and convert with that content. Right? And we need to make sure that we’re creating for both, 100% for both.

So this is just an example of a home page or a page on a website of under who we serve that can speak to both. Right? So if somebody lands here, they work with am…

At Amazon or Google or Meta. They can quickly go to that section, read all about how this firm works with them. And as a human, that’s a great experience. I wanna work with an adviser who works with other people like me.

But from the standpoint of the search tool, whether it’s ChatGPT, Claude, Google, it’s also a good experience because they’re answering on this page the types of questions that someone at Amazon would have. And so when someone at Amazon asked ChatGPT, hey. I work at Amazon. I have some RSUs.

I need to find an adviser. Who should I work with? It’s gonna be a lot easier for ChatGPT to give this adviser as a recommendation because of the content on the page.

So that is tip number one before we get into everything else.

And Dan just said, if you’re not visible to the robot, it’s less likely that the humans find you.

So well said, Dan. I could not agree more. I mean, even think about have… Has everybody been paying attention to these new AI chatbots like Muse that was rolled out by Facebook where you could just text with it all day long and say, you know, send… Tell me who to work with as an adviser. Send a plumber to my house. Pick me up in a car.

They are gaining in popularity, and less and less are people going to have to ask, you know, all their friends. They’re gonna be able to ask these tools and trust them more and more. And what’s so important here is you really need to make it crystal clear who AI should send to you. Right? So I like to think of it like a magnet. In order for a magnet to work, there’s two sides.

One side has to repel in order for the other side to attract. So if you are repelling no one, you will attract no one when it comes to this new world of AI search. So you wanna be the most obvious answer to the question of when someone’s saying, who should I work with? And they’ve already given all the, you know, examples to the AI search.

This is who I am. This is what I need. You wanna be the most obvious answer for that question, which means you have to be crystal clear in your marketing of who you help. So having a a very particular ICP, ideal client profile, is now more important than ever.

And, again, AI is not going to give people anymore a list of links for them to go do the research. They’re just giving an answer.

So if somebody were to say even a very basic search, like, how do I find a financial adviser who works with business owners like me? The first one that they give… Because they usually give about three to five. You know, it could be very clear that they are working with other business owners. They have real client reviews. They have FAQs that answer questions that business owners ask. The second firm might have a whole page on their website dedicated to just how they work with business owners, tons of blogs with that adviser as the author.

It’s very up to date. They’ve got a really robust social media presence. So today, we’re gonna put… How is your firm gonna be the third spot on that list?

Okay. So here’s just one other example. If you say that you help everyone, AI will send you no one. Right?

So I see this all the time. You don’t have to raise your hand in the chat, but I’m sure some of you watching this right now are guilty of this. On your website, you say, we help businesses, families, and individuals. This is so incredibly common, and it just doesn’t cut it anymore.

Now I’m not saying you have to just say we only work with physicians or we only work with business owners.

If we go back to that previous example from Drucker Wealth, they had multiple types of people they’re working with, but you need to be specific. And specificity can look different. Look at this example on the right.

They work basically with people planning for retirement or already retired. So retirement planning for individuals over 50 and four zero one k solutions for businesses with 50 to 200 employees. That’s still a really big part of the entire population. It’s not super niche down, but it’s gonna make it easier to be a recommended firm because it’s way more specific.

Alright. So let’s take a look and see your websites through the eyes of AI. And we’ll get to it in a minute at the end, but think about it if you wanna be a guinea pig. I am going to pull up some of your websites and just live audit some things that I would change.

So if you want me to do that live on this call, you’re okay being a guinea pig, think about that because I’ll ask for some volunteers here in a minute. So if you want AI to recommend your firm, there are three pillars, right, three signals, if you will, that you need to think about. Expertise, authority, and trust. These are the three things that these AI platforms across the board are looking for.

So expertise is who do you help and how do you help them? So, again, this goes back to be crystal clear who you serve. I see a ton of you putting your websites here in the chat. I love that so many of you are up for this.

Most of you, when I’m gonna land on your site, I’m gonna tell you right off the bat in case you’re not chosen. You’re probably gonna need to be more specific in who you serve. Most of you are way too generalized still, and that is the number one thing leaving here that you can all change very quickly. Right?

Go into the website editor and change that. The second thing is who says you’re great? What are you an authority at? So this would be press mentions, awards.

Are you part of a professional community? Anything like that. And then the third one is trust. Why should AI or anyone else believe it?

And this is where client reviews and testimonials come in. If you haven’t heard already, we saw the writing on the wall how important this was, that it was one of these three signals. And we launched FMG testimonials the beginning of the year. And we are adding on…

We’re getting home offices to approve it. It feels like now a lot more often. So if you’re interested in that and you’re not sure if your home office has approved it yet or you wanna talk with us, we also have compliance assets that we can give you that you can help go to the home office and say, you know, basically start that conversation with them. So definitely check that out.

But…

So those are the three signals.

Then underneath it all is discoverability. So is the information of these three areas written in a way that AI can read it? So let me give you a quick example. You could be on a ton of podcasts, and you could put those podcasts on your website.

But if you don’t include the transcript of the podcast, it’s really hard for the AI tools to read the podcast as a audio file. So you wanna make sure that all the content that we’re adding to take care of expertise, authority, and trust is easy for AI to find and to cite. I’m getting a couple people saying, I think you run my website. Yes.

If you’re on this and you are with FMG, we 100% absolutely are your website provider. That’s hopefully why you’re here. This is for customers. But some of these things, like logging in and changing the content on your site to be clear about who you serve is something that you can do in the tool, and so we’ll show you how to do that.

Okay. So let’s start with this activity. Has anybody here gone into Google or ChatGPT?

I would say Google’s, like, Gemini tool and ChatGPT are the most used by consumers, so I would start there. Pretend to be your ideal client and ask for who the, you know, AI tool would recommend as an adviser. Who’s done that? Let’s see.

Yes. We’re getting lots of yeses. So one thing to note, I see some people saying I’ve done it a bunch. Your AI tool knows you, so you can’t just do it on your own device.

We know where all your history is logged. You really wanna do it on whether it’s a friend or a neighbor or just another, you know, login and create a different account with a different email. Do it raw because it knows that you own the firm or you are an adviser with the firm. So you really wanna do it, you know, incognito, if you will.

And then what I like to follow-up is once you get the list of names, then you wanna say, why did you recommend the advisers that you did, and why didn’t you recommend me if you weren’t one of those recommended? And it will actually tell you and give you some tips. Now depending on how competitive of a market you’re in, you may have more work cut out for you. If you’re in a bigger geographic area like New York City, then you’re gonna really wanna be way more niche down than, let’s say, somebody who’s in, you know, a smaller town.

You can also track your overall visibility over time with some of these tools.

For small businesses, SEMrush is really good. And even Google, if you’re signed up with Google Analytics or Google Search Console, you can track it there as well.

Yes. All of these slides will be available after the webinar. We will send them all to you.

Okay. So let’s talk about how we at FMG make this easier for all of you and what you… You’re gonna be able to log in to the platform and do to improve your own ranking. So the first one is a lot of people don’t know about this feature.

Tell me if you do or not. These are called hub pages. So one of the things we know is that with all of these AI tools, they are really looking for you to go deep on any one area of a service. So when I look at a website, a lot of people will have a page, and it’ll just say the services they offered.

Right? Because in the past, we wanted to just make it easy for humans to scan. So they might have a box that says estate planning, a box that says financial planning, a box that says college planning under services, and that’s it. They don’t really go into depth.

But with AI visibility, you wanna go in-depth about any one particular service you provide and really build out a robust page. So these hub pages, you can add them to your website very, very easily. I’m gonna show you here a quick example.

Nope. That’s not it. Here we go.

So you add this page to your site, and now this entire page is all about estate planning. So it’s going really deep on this one topic as a hub page, And it’s got a video. It’s got, you know, different information that somebody would need to know, and then all these different blog posts about that topic hubbed onto this page. So this makes a huge difference.

We have a bunch of them in the FMG library. So you can see here, if you just search hub, you go to website and you go to pages and search hub, and you can see that…

Let’s say you really wanna be known for helping families plan for college. You wanna be known as the person helping with retirement planning, life insurance, Social security. You can add these pages, and then there’ll be a hub for all that other content. That hub and spoke model is what AI really, really loves.

And it makes it really easy because you can just quickly add them over here. You can preview the page first or go ahead and add it, and then, of course, you can make it your own. So this is only for, premium subscriptions, by the way. So if you don’t have a premium subscription, if you’re logged in and you’re not seeing it, that is why.

But that is one thing that can really, really make a difference. The other thing is the pop ups and the gated content. So I’m sure some of you have this on your website already. But if you have a page all about estate planning, you wanna make sure you capture those leads.

So, again, for our premium website customers, you get people to that page. Right? We wanna build it for the humans and the robots. You don’t wanna just direct all the traffic there.

You wanna actually then capture that traffic. So these pop ups you’re able to add, and they don’t have to even be a pop up. They can be embedded in the page itself. We have ones about common tax mistakes people make.

We have ones about estate planning, and so you can add these to start collecting emails.

Then let’s move on to blogs because I saw a bunch of questions coming in about blogs as well. Here’s a few things that I don’t think enough people realize because this has changed just in the last less than a year. So you want to make sure on your website that you’re adding fresh content in terms of blogs, specifically, two to three per month. And that is because ChatGPT, Claw, Gemini, they have what we call a recency bias. So right before, I could go do a Google search for something, and I might see a blog or an article that was five years old.

That does not happen anymore. The articles that are listed are always written very recently. So you want to make sure you’re adding fresh content two to three times a month, and you want to make sure you’re including an author so you can see here how we have an author for each one and a date. A lot of your websites don’t have that, and that makes sense because this didn’t used to be as important.

Right? So people would just have blogs written by the whole firm. Sometimes they didn’t put a date because they didn’t want the blog to look out of date. But those two things, having an author and including a date are really, really important.

We, you know, review and refresh the library on an ongoing basis. So what you see stays current, but you can also go back to an older piece you publish.

If you want to update it yourself and then republish it with a new date, that’s perfectly acceptable as well.

And then I’m sure most of you who have our premium websites have seen this, but…

Oh, and by the way, the blog library is, again, a premium feature. So you can, of course, go in and add content to your website at…

If you want. But to get those blogs, that’s a premium feature as well. And then if you’re thinking about, okay. I know I wanna make content that’s very specific to me.

I don’t wanna just use the content FMG provides because I know I’ll be rewarded. Right? The more niche down, the more I’m talking to a very particular person, the better my chances are to appear.

We have the tool, Muse, that you’re able to just give it a prompt, and it will write a article for you. Now why wouldn’t you just go use ChatGPT? Because this is written with compliance in mind. So we’ve got, obviously, hundreds of thousands of compliance cases of what’s rejected, what’s accepted over the past decade or more. And so we use all that intel to create this AI content creation tool so that it’s gonna be the type of content that an adviser would wanna send. It’s not gonna have compliance flags, and we know that your chances of it having… Getting passed is really high.

It will flag any risky things before it’s published, and it learns your voice and preferences over time.

If any of you have used Claude or… I I just had this happen the other day. I asked Claude to help me write as… The… A first line hook for a social post. I’d recorded a video, And it told me the number one reason somebody fires their financial adviser was because of taxes.

And I was like, that’s not true. And it was like, oh, yeah, you’re right. Sorry. I made that up.

Right? We’ve all run into this. So that is why using Muse is such a better experience for all of you, and it’s, you know, gonna be written with compliance in mind. Again, this is a premium website feature.

So maybe this is a good time actually for our team in the back. Let’s put up a poll because I’m talking about these features that really do help you, and I know a lot of you don’t currently have our premium website features. If you’re a do it for me customer, by the way, you automatically get this…

The the premium features as well. But if you’re interested in either upgrading your website, maybe it’s been a while and you know, hey. I need somebody to help me rewrite the copy. I need to get these premium features so that I have a better chance in appearing in AI searches.

Just say yes, and we can reach out to you about, like, what package you currently have, what it would cost to upgrade to get these features.

If you’re missing anything else, if you want help rewriting the copy to talk to a particular audience type, you can just say yes there, and then we’ll know who to connect with afterwards. But, again, write a blog twice a month, get it posted to your website, and make it very specific about your particular audience. Make sure you’ve got an author listed and a date. All of those things are really, really going to help.

Okay.

I see some more questions coming in.

Let me make sure I answer those.

Oh, okay. I guess we do have some people that are not currently with FMG because I just saw… Can someone reach out to me after the call to schedule a meeting to discuss moving our website to FMG? Absolutely. I’m so sorry. I thought this was all customers, but thank you for being here, and we would love to work with you.

Let’s see.

How is adding a hub on your website different than adding a page with all of that info? So it’s… The the big difference if you add one of those hub pages is that we’ve already built the whole template for you out of the box. So you don’t have to go in and manually add all the pieces. It’s a templated, you know, page that comes with all those sections. And then it just makes the process a lot easier. If you want to build it on your own, you certainly could.

Alright. Let’s keep going.

Calculators. I’m gonna just show you this live because I actually think it will be easier to understand. Do any of you have these calculators on your site? So, basically, they appear automatically on your resource page, but I met with an adviser recently, and I love the way they were using them. They would have a prospect call. And then live during the call on their website, they, you know, were showing people how to, you know, calculate different things and then send them the result afterwards. And if somebody just finds a calculator on your website too, by the way, they can download those results.

And we keep these synced for you. So you don’t have to worry about, you know, is the calculator out of date or anything like that, but let me show you what this looks like live. So here’s an example of one of our customers. I don’t know if you’re here, but I love your site.

And so, basically, the…

You know, people can put in their age. I just recently turned 40, every one of them in a new decade when they wanna retire. So let’s say I’m gonna be really aggressive, and I wanna retire in nine years. That’s not true, but let’s just see.

And, you know, how much do you have saved? Let’s say I only got…

Looks… We’ll make it low. Let’s see what it says. 688,000, but I wanna retire nine years. How much am I contributing a year?

And it will… You know, we can adjust all these different things, and then it’s basically gonna give us in real time, right, the ability to download our results, start again. They can even send you an email, and then there’s even related content pulled in for you. So these calculators, again, are in real time manipulated, and they’re just sort of fun for people to be able to play around with without needing to get out time on your calendar, you know, use a tool like if you’re using eMoney or write capital, you can do some of this right there on your website in an interactive way. I’ve seen people post these to social media because sometimes, you know, they’re not just right on your homepage. So that’s also a fun way People love to see, are you gonna run out of money before you are… Want to retire or not? So you can share a link directly to this page as well. So just some ideas for you if you’re not using those calculators and you’re interested in getting started.

Okay. Let me go back to the slideshow.

Are the calculators for premium subscriptions only? Let me go back. I… We had all of the ones labeled.

My team in the background, can you see if that is true? Some of the questions that you have about specific broker dealers or calculator… Or, I’m sorry, features, keep them coming in the chat, and we can certainly reach out to you if I’m not able to answer your question live.

And we’ll make sure to follow-up with everybody. Okay.

So let’s just go over some of the best practices for, again, how you structure your content. And I know I’m giving you a lot of information all at once. And at the end, I’m also gonna give you a downloadable that has all of this in a succinct way.

But the five habits are make sure you’re updating your site at least twice a month.

Writing your blog titles as questions can really help with AI search because when we’re searching, what are we doing? We’re asking a question. You wanna make sure you have that author, that you’re adding the dates. And then for extra credit, if for every time you add a post, you link to at least two other pieces of content, that helps the search engines crawl your website.

Right? So they never land on a dead end. And we’ll talk a little bit more about this in the future, but one thing I see that people don’t do enough is take anything they’re already doing extra and making sure they make it easy for AI to find it. So if you win an award, you wanna put that on your website, not just the logo, but write an article about it.

You can even issue a press release.

Press releases are something that we’re seeing come up a lot in AI search results. So if you win an award, if you start a new program maybe for a younger generation, anything like that, if you hire a new team member, you can write a press release about it, and it will really help AI find your firm even more because it’s a verifiable third party.

Okay.

Small formatting changes that can make a big So, again, if you receive an award, write an article. If you are on a podcast or record a video, don’t just put the YouTube link or the Podbean link on your site. I would make each one its own blog and then put the title of the episode as the title of the blog post and then put the transcript underneath it.

And for blogs and any other any other piece of content you’re writing that really goes deep on a topic, like all about estate planning. Let’s say you have a service page, all about estate planning. At the bottom, I would add an FAQ section. Right?

What are the kinds of questions people typically ask about how you help with estate planning? These AI tools love FAQs because they’re written in the way people search. We ask a question and we get an answer. So FAQs can really, really go a long way to helping you be found.

And I’m gonna just forward to this. If you haven’t seen this already, we make it really easy at FMG to add these FAQs with something called schema markup in the back. You’ve probably heard about this. This we rolled out earlier at the beginning of the year, I believe.

So this is included with all websites. It’s a formatting feature, and you’re able to add an FAQ section. And schema is basically just the way that the page on the back end looks in the code. So when the AI chatbot is scanning it, it’s saying, oh, this was the question somebody, you know, asked.

Now I’m matching it to this content on this page, and then here’s the answer. So if you have an FMG website, you have this FAQ widget, and you can again add it to a blog page, a service page, any other page on your website, and it will make it way more AEO optimized.

Okay. Let me look through a couple more questions.

Should the transcript be a link or completely written out below the video? It should be completely written out. So I would just literally copy and paste the transcript and put it on that page. So every podcast episode would be its own page. Every video would be its own page with its own transcript.

How long should a blog be?

There’s not necessarily… Like, you don’t wanna just fill the page, but the deeper you go on a subject, the better. But what we have found is that rather than just have, like, the definitive guide to everything you should know about Social Security, it’d be better to have 10 different posts where you cover different topics within Social Security in general.

Okay.

Can the author be just the firm, not an individual? No. You want it to be a person. 100% should be a person. How often should we refresh our website with new pictures and features?

We are… We did ours about a year ago, and it already sounds outdated. I feel your pain. We at FMG did ours not that long ago, and we’re redoing ours, like our true FMG website. And here’s the thing, everybody.

Over across the board, AI has changed the game. And, you know, every week, it feels like at this point, new things are coming out and what we need to do.

Why we love doing these Did You Knows with all of you because we want to share what we’re learning and finding in real time, and we’re building our products as fast we can to keep this up to date.

I wouldn’t say if you built it a year ago that you necessarily are gonna need to redo the whole thing, but… And the pictures matter less. Right? We’re really talking about how is the content formatted, and you can see a lot of it is the text. Are you giving the information there? If you’re not sure, certainly reach out to our team, and we can assess with you, you know, whether it’s completely outdated, whether you just need an upgrade to premium, whether you’re good.

That is something we can help you with. Okay. Let’s keep going. So for FAQs, you really don’t, you know, want… And this is something… Again, it’s actually not just about FAQs, but content in general. Let’s say you have a page about services, and you’re talking about financial planning.

You know, writing, we offer a full range of planning solutions. That is not something AI is ever gonna be able to cite when someone asks a question. But if you have, do you work with business owners who plan to sell? And I would even change you to the firm name.

Does Russell Wealth work with business owners who are planning to sell a business with worth 5,000,000 plus. Right? The more specific you can be, the better. And then answer the question, you are going to have a huge leg up.

So I recommend having an FAQ page at top of your page of your website in the main navigation and then putting these FAQs at the bottom of your service pages as well. And if you even want to add them into your blogs, that can help as well.

Okay. Some people are talking about the pictures. Pictures don’t matter for AI, but are they not helpful in attracting humans? Yes, of course.

But if you only added them a year ago, I’m assuming they’re pretty fresh in that way. Okay. The third thing, remember, we…

So we talked about building authority, building expertise, and structuring the content is how do we make sure that the trust signals that AI relies on that we’re tapping into those as well. Right?

So why does AI care so much about what other people have to say? Think about if you were building an AI tool and you’re responsible for making sure people get good results, and somebody’s like, tell me the best plumber in Columbus, Ohio.

If I’m AI, if I’m ChatGPT, I can go look at every website, and each plumber is gonna say, you know, we’ve been in business for thirty years. Does that make you the best plumber? Me? That’s one indicator.

You know, we won this award. Does that make you the best plumber? That’s a good indicator. But if they go to Google and Google reviews, and they can see 500 people talking about how this is the best plumber in Columbus, and it has all these five star reviews.

That is a really big trust signal because those are third party people that are verifying this business. So that is why these AI tools lean so heavily on reviews and testimonials. Now even getting them on your own website website can make a huge difference. With our FMG testimonial tool, the way it works is you first collect the testimonials and reviews from clients, like, almost like a client survey.

Then you can decide, do I wanna put them on my website? So that’s stage two. And then stage three is, do I also wanna then push them to Google? So you have multiple ways to get that visibility out there, but this really, really matters.

And what I keep telling people is not having reviews and testimonials is an opportunity that you’re not leveraging in 2026. But if you still don’t have them in 2027, it’s going to be a problem you need to solve. Right? So right now, it’s still an opportunity.

Less than 15% of all advisory firms have them. But in 2027, as more and more people get them, it’s going to become a problem if you don’t. Because think about it from the consumer standpoint. If I go to look for an adviser and every other adviser I’m looking up has client reviews and then, you know, this firm doesn’t, that feels weird to the consumer.

They don’t know all the reasoning behind why advisers can’t have them. So that is why this is so important. So FMG testimonials again, and I’m seeing some questions.

If we… If you are using FMG’s tool, yes, you can collect the reviews in these testimonials first. Right? And there’s different ways you can do it. You can put an… You don’t have to, like, send an email to everybody all at once.

We worked with the SEC to make sure this is compliant, and what we found is you just have to prove that all clients have a way to leave a review in the course of, you know, their year working with you. So some people ask right after the annual review meeting. Some people leave it in their signature. Some people do do email pushes.

Depends on the firm and what home office is going to allow, but there’s, again, multiple steps. So first, you’re gonna collect the information, then you can decide we wanna put it on the website and then push it to Google if you want. Some of the broker dealers we’re working with, their home office is not allowing for the pushing to Google yet, and that might be a a phase to come. So it really depends.

But these, again, having verifiable third party saying, yes. We worked with this firm, and they’re great, really, really makes a difference. Karen Flynn said, I did an email campaign and had great success. Amazing, Karen. How many reviews did you get?

Mason said Andrew Johnson is great to work with. Yes. So Andrew’s company, Testimonial IQ, is who we acquired to build FMG testimonials. And if you’re setting this up for your firm, you’ll you’ll probably interact with him at some point.

Okay.

Let’s keep going.

I agree. I always check reviews on everything I did before I decide to go forward. 100%. Me too. And it is crazy how, you know, even for buying a pair of jeans, I will read it.

So… Okay. What do we need to do before 2027?

We wanna run that prompt test and rewrite your home page because, again, for most of you… And stay tuned because we’re gonna spend the last bit of time looking through some of your websites that you submitted, but you wanna run that test and see, are you being specific enough about who you serve that AI can recommend you? Then with, you know, the next step by mid November, adding those FAQs to your top top pages, especially your services.

By December 1, if you are allowed, start requesting testimonials and making sure that you put them in the right spot. And then by December 31, have a twice a month adding to your blog rhythm so that you’re making sure your website stays fresh.

Okay. You are all going to get this getting found online with AI guide, and it is gonna recap everything we talked about here, but also go into way more depth than I could even get into today. So stay tuned for that. It will come in an email. But I’m going to now scroll out… Or I’m sorry. Exit here, and we’re gonna look at some examples of different… Oh, by the way, I just wanna show this really fast.

So when you’re thinking about your, you know, team page, this is just a good example about you have the team member, you have all the awards that that team member won, then you have… If they were ever cited in an article or, you know, a…

Yeah. If they submitted an article, if they were cited in one, all of that should be included as well. And you can see here, it was included at the top, but AI likes this bullet point format. So, you know, who is this adviser?

Why are they an authority or an expert in a particular area? So what awards have they won? What have they contributed to? This is a really good way to set it up.

So I just wanted to show that for everybody taking a look. Okay.

Let’s look at some examples that were submitted. So first one, Pereira Wealth Management. Help secure your future, build your legacy, retirement and financial planning for union members. Yay.

You got a specific niche. That’s awesome. How can we help you? Let’s see what we got here.

Four union members, pick the one that sounds most like you. So I’ll go more into this one.

How we help? Okay. So this is what I was talking about. A lot of people have these boxes of services, but then they don’t go deep.

So you really want to, as much as you can, go deep on the areas that you help with. So I like this page, and I like this why these decisions matter. Oh, you have an FAQ. Okay. This page is doing a really good job, Sarah. Awesome. So she’s got these little FAQs where you can look at the questions and then get the answers.

I love it. You have…

Get a complimentary review. You always wanna add end these high intent pages with a call to action. So it’s not just, hey. Come get all this great information.

Right? But we want people then to end up working with us. So then she has schedule my review. If I were you, I would even maybe take it one step further and build a guide or a checklist or resource, particularly for union members that all they have to do is give you their email to download it.

Because then you can use FMG’s marketing system to drip content on those folks over time, you know, only to their email. So they might not be ready to book a call with you just yet.

Sadly, about 97 of website visitors don’t convert on the first try, but you’ll at least have their contact information to keep going. So I would say with any of these, the more detail you can go into these, the better. That would be a tip that I would give here to really help. But this…

You’re doing beautifully. This page looks awesome. Okay. Let’s pull up another one. I’m just clicking randomly, so we’ll see what we get.

Bracker Wealth Management, cultivating wealth today, securing your legacy tomorrow.

What do we all think here? Is this specific enough of a client type of who they serve?

We got…

We’re financial advisers and your neighbors deeply rooted in this community. Our team is not just about managing wealth. We’re about building relationships here at home. One thing I will say, I used to, you know, talk all the time about the language that I I, we, versus you.

I would change this if you can to you language. Okay. So you got a pop up, so that’s cool. But I would change this language to you language.

So what are the obstacles or the things that this community or these types of clients are facing that you help with? Because you’re really talking about your expertise, what you’re great at, but instead you wanna focus on what are the problems that your unique audience has that you help solve. Solve. And I do think it’s way too general.

I can’t tell who you very…

You know, you particularly serve. Okay. Here. We got a who we serve best. Let’s go.

We are highly intentional about the families we serve when you sit down with us. Yeah. So I think you need to get more… Very more granular on who you particularly serve if you want to get more recommendations from AI.

Again, if you’re in a smaller town, though, and you have some good reviews, you have good, you know, blog posts, that could still help you. But that would be my number one suggestion is to get more of the…

Get more clear on who you… Your target audience is. Awesome.

Anna said, how do you auto drip on people? So, yeah, Sarah hit the nail on the head. You just create groups within FMG in your contacts. You can create subgroups, so you can have everybody who downloaded your estate planning guide as a group. And then once a month, you can send them an article about estate planning from the FMG library. So it’s really, really easy to do.

Alright. Let me go back to some of the websites that were submitted. We got Milton Cooley.

We help folks like you prepare for a secure retirement. I like that, folks like you.

Let’s see. We’ve got… What does everybody think? Is this a clear enough ICP as a independent financial adviser, credential tax expert, total wealth maximization?

We got all the different areas. So let’s see if we click on one of these. Okay. So this is great. So you got a more in-depth page about each one of those services. That really, really helps. So it’s not just a box, but you can actually get more information about each.

Let’s look at your about page. So you’ve got a nice long bio here, which is good. If you’ve got a social media presence, I would link it. If you’ve won any awards, I would link them. If you’ve got any, you know, publications that you’ve contributed to, I would link that there for sure.

Under your articles, I think these are more, yeah, general articles. So if you wanna turn any of these into blog posts and then make sure you put your name and the date, that would be really, really good as well.

Okay. Let’s keep looking. We’re gonna get through as many as we can. Thank you all for being the guinea pig tears.

We got Focus Capital Investment LLC.

Okay. So I moved this out of way. Who we are, what we do, how we work.

This again, I love this, like, three things, but I think I would try to serve… Change it as much as you can again to who do you help and how do you help them. Right? So, like, maybe… Here. Planning ahead prevents costly mistakes. You could change that too. If you don’t have a plan, you could end up with costly mistakes. Right?

If you need comprehensive financial planning to cover you for retirement planning, investment management, So make it more you focused. That really, really does help.

They got their team member pages.

Oh, good. So you do have a couple testimonials here, so that’s good. I love that.

I still don’t feel like I a 100% know who you serve. So your family owned fee only adviser in California. So you’re talking a lot about, like, your service model more than the people that you serve. So, again, I would 100% move to focusing on who do you serve, what do they have in common, rather than just your structure of your firm.

Okay. I just did that one. Let’s see a couple more. SRG financial advisers, confidence in your plan for your retirement or work optional lifestyle. So you’re focusing on retirees or people who wanna work optionally.

Let’s see. The mile marker formula. So I’m guessing this is something you’ve, like, trademarked a type of formula that you have. Let you focus on what matters most to you.

Okay.

So you’ve got all these. Okay. Let’s see if we click one of… Oh, no. We can’t click any of these. But you’re… So you’re focusing on these are all the different ways that you can help them.

I would say you only have at least on the page where I’m seeing right here, this one line. Okay. So you do have a who we serve. I love that you have an individual page for each of these, by the way.

So one thing to note, do you see here at the top how we call this a URL slug? It has law enforcement and first responders. That really helps in AI search when you actually have a page named for the type of people that you want to serve. So well done on that.

That really, really helps that you go into each one of these different groups, and you talk about how you can serve that particular type of person. So if you’re like SRG and maybe you serve a lot of different kinds of people, I like this because on the home page, you’re saying we’re helping with retirement and people who wanna have work optional, but then you have an individual page for each person. So this is a great way to go about that.

We are running out of time, and so I don’t think we’re going to be able to do all the ones that are in the chat. I’m so sorry. Again, if you’d love to be a guinea pig for a LinkedIn live with me, connect with me, Samantha c Russell on LinkedIn. I’m gonna do one more, as we wrap up. Let’s just do the last one that was submitted. You win for being last.

We just redid our website using story brand, which focuses on the client and their needs rather than us centered copy. Now I’m wondering if we’re missing highlighting the ICP. Okay. So what do we got? The right financial plan doesn’t just grow wealth. It creates clarity, confidence, and freedom. That’s good.

We work with outstanding individuals and families. Everybody wants to hopefully be outstanding who want more than transactions, and then you’ve got who your different clients are. Let’s see if if we click on one of these.

Okay. So what I would say is you’ve got this, like, who we serve, but there’s not much meat to it. So I would focus on on each one of these pages really building out what that, you know, client demographic, what kinds of questions do they ask, like… And you could even have a… You might won’t be wondering or you might, you know, have questions like and talk about how you help that particular segment. That would be the next thing I would focus on if I were you.

Thank you all for submitting. You are all awesome for doing that.

Again, if you are not, already working with FMG because I didn’t realize that so many of you were not and you’d like to, please connect with us. We’d love to talk with you. If you wanna upgrade your website to get a lot of these premium features, hopefully, you answered the poll. If not, you can just drop your name and email, in the chat or the question box, and we can make sure that we reach out to you after.

But let’s just look quickly at the other resources available to you if you are using FMG. Remember, every month, we have a ten minute marketing calendar that tells you what are the suggested pieces from this robust library we offer that we suggest that you send for email? What social post do we suggest? All the different things. So you can find that in the content library.

For holidays and observances, the holidays are right around the corner. Of course, Thanksgiving is such a great time to do a social post with your team, by the way.

Those pictures of your… Like, personal pictures of your team always perform better. So make sure that you make it your own. And then we, you know, new… In the content library now, we have AI prompts for emails that you send all the time. So these are practice management prompts that you can drop right into Muse, and then it will help you write these everyday relationship building emails in minutes.

So these work again in our Muse tool, which is our AI writing tool. And, again, you have to have a premium subscription for this. So just a reminder about that. We already did, I think, most of the questions, but hopefully, this was helpful. I know we went over so much information. If you missed the poll again and you would like us to reach out to you to talk about how we can help you, hopefully get found more in AI by upgrading some of the features of your website, you can drop your email and name either in the question or the chat.

But, yeah, I I know this was a lot of information. There’s so much happening in the world of AI search. And if you liked this whole way that we went through the websites and you thought that was helpful, let us know if if that felt overwhelming or if that was helpful. We’re considering doing some more webinars and workshops where that’s all we do is pull up websites and go through them one by one and in real time, tell you how we would change them. So if you think that’s helpful, let us know.

And the replay link and all the slides will be sent out to everybody. And thank you all for listening to me for a whole hour and following along. You guys are awesome, and we love working with all of you. So happy Halloween, and hope everybody has a great rest of October. We’ll see you next time.