In the ever-evolving digital landscape, advisors who want to stay ahead of the marketing game must adapt to the new ways consumers are discovering businesses and information online. Artificial intelligence is transforming people’s hunt for information, yet many advisors aren’t sure how to take advantage of these changes in consumer behavior.
If you’re asking how to rank higher on a Google search, you’re asking the wrong question. What you should be asking instead is how to make sure people find you in all the places they’re searching—from AI-powered search engines like ChatGPT, Gemini and Claude, to social media platforms like LinkedIn, Instagram, Facebook and X.
Let’s dive into how you can be the first to show up when a potential client searches for a financial advisor or asks a question related to financial planning.
AI’s Impact On Search Behavior
Traditional search is changing. AI-powered platforms like ChatGPT and Claude generate responses that pull data from multiple sources, and even Google is increasingly displaying AI-generated summaries instead of traditional search results. In fact, more than 60% of Google searches end without a click because users get their answers directly from the search page.
If you want to make sure artificial intelligence includes you in its results, you can do these things:
- Earn media coverage. Artificial intelligence pulls data from reputable sources. The more your name appears in credible outlets, the higher the chance you’ll be referenced in an AI-generated response.
- Use niche-specific keywords. AI search tools look for relevant terms within websites. You should make sure to be specific about your services, specializations and location.
- Get insights from clients. If they found you through an AI search, ask them what prompt they used. This firsthand feedback will help you refine your keyword strategy.
Answer Engine Optimization (AEO): The Next Step
Search engine optimization (what insiders call “SEO”) has long been about ranking high in search results based on keywords. But a new concept has emerged: answer engine optimization (or AEO). Rather than simply going online to find things, users now want their questions answered directly. That makes it essential for you as a content creator to structure your ideas in a way that aligns with the way users are searching for information.
Here are a few ways you can take advantage of these changes:
Find the most asked questions. List the top 10 questions that clients ask you and answer them directly in your content and on your website.
Use a question-and-answer format. Instead of writing “5 Things to Know About Social Security,” break it down into clear, direct questions like those your clients might actually ask, for example: “How much Social Security will I get,” or “What is the maximum Social Security retirement benefit?” or “When should I take my Social Security benefits?”
Structure your content for quick answers using bullet points.
Develop an FAQ section for your website. These pages should answer common client questions.
Make your content more amenable to voice searches. Many AI searches happen via voice assistants. So make sure you write using natural, conversational language with short, clear answers. Avoid buzzwords and phrases a potential client would likely never use.
These moves will improve your chances of being featured in AI-generated summaries and voice search results—ensuring your expertise reaches potential clients before they even visit a website.
Social Search: The New Frontier
Social media and AI recommendations have drastically altered the ways people discover information. Instead of relying solely on Google, consumers now search for information directly on social media sites. You can take advantage of this shift in behavior in a number of ways.
One is to repurpose your content across platforms, breaking long-form content into bite-sized, engaging clips for social media. Another is to create content that answers questions.
When you’re meeting with clients, ask them these things about their search behavior:
- Which websites or search engines do you use to search for financial topics?
- What social media platforms do you rely on most for information?
- What search terms did you use to find us?
The insights you glean from these questions will help you refine your search engine and content strategies.
Embracing The Shift
The way people search for financial guidance and financial advisors is evolving, and if you want to stay visible to potential clients, you’ll need to adapt to these trends. By offering the answers to frequently asked questions and engaging on multiple platforms, you can position yourself ahead of the competition and ensure people find you—wherever they’re searching.
Stay proactive, embrace these shifts, and watch your organic visibility grow.
