But what are we talking about today, Susan?
Well, we are talking about what everybody’s talking about, which is AI and how it’s affecting or impacting pretty much all aspects of our lives.
But in this case, how it’s impacting advisors’ ability to get found on any of the search engines since people are now going to chat and Claude and Perplexity to find everything. And so you’ve been focused on SEO. We wanna help you focus on how to be found on those platforms.
Yes. And let us know. Have you ever heard of AEO before, which is answer engine optimization? AEO really encompasses everything.
So it’s Google. It’s, you know, x’s what do they call it? Grock? I can never know if I’m saying it right.
It’s Over my head.
It’s It’s perplexity. It’s also going to Siri or Alexa and asking a question, getting an answer. So AEO is answer engine optimization. So have you ever heard that term before?
We would love to know. And, also, where do you go to search today? Do you typically still go to Google? Are you going to chat GPT?
What tools and what about you, Susan? You’re you’re a big chat GPT fan.
I have yeah. I’ve swung out I mean, I I would say I’ve been in the chat GPT camp for several months. I was I still like Claude a lot. I used to speak perplexity.
I like Gemini, but I’m pretty squarely in in chat. And mainly because I do feel like it’s actually getting to know me, so the voice is better. But, yeah, like, if I’m finding restaurants, I go to chat. I don’t go to Google anymore.
Okay. Okay. I love Instagram for anything like restaurants or hotels, actually. It’s so visual. I could see it.
That’s good. With you. I love ChatGPT. You know, one of the things that’s really interesting about ChatGPT too is they’ve trained it to be so emotionally intelligent to, like, say, that’s a good question or that’s a great idea.
So it, like, it, yeah, buys into that. So what is everybody saying? TikTok for restaurants, Claire. That’s a good one.
My sisters use that all the time.
Heavy ChatGPT users, said Leanne. Also use Gemini.
There’s Grok. Grok. There it is again. Yeah. Yeah. I’ve heard it’s growing in market share, like, about to take over.
Someone said this. I don’t know if it’s true. I haven’t validated, but they’re about to take over ChatGPT for usage. So Alright.
I’m I’m gonna admit ignorance. What is I don’t know Grok.
Is it just a competitor to chat the It was launched by X, formerly Twitter.
Yes. And now is it separate?
Like, AI tool. Yeah.
Interesting. Yep.
Yep. I will. Copilot. Copilot’s popular with a lot of users because it’s just built into your PC.
Genesys AI. So we got a lot of different AI users here. Okay. And some people saying familiar with AEO. I love it. You guys are ahead.
Sophisticated group. We gotta step it up.
Yep. So one thing we are really, really excited to announce is just coming here today, all of you are going to be getting this amazing AI guide. Susan and I just took a first look at the final draft before it goes to print. You’re all gonna get a PDF of it, and it is going to go into very, very specific detail, everything from how to prompt to what to make sure you’re doing to be found by AI, like a checklist, different ways to use it to create content best practices. So that’s gonna be coming up very, very shortly. Right, Susan? Everyone’s gonna get that.
Yes. We will send that the recording, I think. So that’ll be next couple days.
Awesome. And if you’re unfamiliar with FFG, we are an award winning all in one marketing suite. We offer everything from websites to managing your social media to giving you the content to share to even now through my rep chat. We have a texting a compliant texting platform. So everything you need to market your business effectively, and here’s just a few of the awards that we have won. If you’re looking for a marketing provider to partner with, we would love to talk with you after today’s session.
So here’s a prompt. I’ve shared this before, but I just wanna put this up here, and we’d love for all of you to answer this question. Have you ever gotten a lead from ChatGPT, Perplexity, Claude, Grock, any of the Copilot, any of the ones you’ve mentioned as a client came to you and said, oh, I found you on whatever the AI tool is. Because I asked this question on LinkedIn and here’s just some of the answers I got. And this was six months ago and every time I’ve asked it since then, we’ve gotten more and more people saying yes. Oh wow, these are all no’s.
We’ve got no’s, not that they know of. The other thing is, you know, getting in the habit of asking how somebody heard of you, which I’m not sure. I’m guessing you guys all ask.
But Yeah.
It it really just depends. So it’s definitely shifting, but one of the things that I love I’m just gonna fast forward to this one, was in preparation for today’s event, we were talking about this, and someone wrote, wow. Eye opening. People are asking AI to recommend a financial adviser?
I had no idea. So I definitely think this is still very it’s totally the wild west and new. And so if you feel like I haven’t gotten, you know, a prospect from this, you are not alone. You’re definitely in the majority, not the minority at this point.
I’d say they’re they’re like, I put them in the first mover category for joining this webinar because clearly they are seeing that this is the frontier that is coming and you’re going to be way ahead of ninety nine percent of all advisors by being here and thinking about it ahead of time.
Such a good point. And Samantha Vance just said she had one person that said that that’s how they found her, but noticing more traffic coming from those sources. So yes, definitely, again, first mover advantage here for all of you.
So we’ve done webinars going into all of this today, these three things. Today, we’re just gonna focus on number three right here. So if you want ChechiPT or AI to recommend your business when people are searching for an adviser, These are really the three things you wanna focus on. We have a previous previous webinars and workshops we’ve done that go into all three at a broad level. Today, we’re honing in on this third one. So when we send out the replay, we can send out, if you’re interested, the link to the first one that goes into detail on all three. But today, we’re just for focusing on how you format your content, which is the third prong in this three step approach.
So as we’re going through this, we also wanna mention if you are an FMG customer, you might be saying, well, how do I do this in FMG? We just launched this new feature, which we are so thrilled about, where you can easily add a specific type of formatting to your FAQ pages, which is what we’re gonna go into detail on today. I’m gonna show you in the app as well, so stick around for that.
But if you’re wondering, you know, how is FMG gonna help me do this? We are going to show you that as well. So this is brand new, just launched it. We are so excited about it, and we will show you that as well. So let’s first talk, though, about, again, what AEO is and why structured pages like this matter. So you may have seen this chart. We’ve shared it before.
SEO, search engine optimization was all about you go to a website. It gives you a list of websites, and then you have to go through and figure out which one is gonna give you the answer you think is the best answer. Right? AEO is all about giving you one answer to your question or might give you a few choices, but it’s much more limited, and it’s actually the answer itself, not a list of websites.
So it’s a very, very different approach to getting the answer, and that is why we think it is just taking over because as humans, we don’t wanna sift through a bunch of websites No. Get the answer. I was gonna say, like, reading this, you’re like, why would I want the SEO side? Exactly.
Exactly.
So what types of questions when we think about formatting? Right? So, again, when we think about that three pronged approach, the third prong is how you format your content.
And one of the things that is really, really important is having lots of questions in your content and then giving a very specific answer. Now the type of question that you ask is really important because you wanna be asking the questions that prospects would be asking. So, again, this is going to be an FAQ page or just a series of questions on any you can really put these on any page of your website, but you wanna format it as question, answer. And that is going to help surface your site and your content with these AI tools.
So let’s look at a couple examples here.
So I actually you know, even just even the headlines within the site, you know, can be framed instead of just a fact.
It can be a question.
Exactly. Yeah. So instead of our investment approach, it could say, you know, the question could be, how do you invest your client’s money? Right?
So it’s switching it to a question. So I just went and asked ChatGPT a couple questions to give you an idea of the different and you can do this yourself. Right? So you can go to whatever your AI tool of choice is and think about who your target audience is, and you can say that to the AI tool and then ask it to give you the types of questions that they should be asking.
That’s a great starting off point. Obviously, you know your clients and prospects, and you know what kinds of questions they have, but it’s a great way just to, you know, get the engine running. And instead of trying to come up with a list yourself, use AI to help you. So I’m getting ready to retire in a few years.
Want to find a financial adviser to work with me in Charlotte, North Carolina who can help me come up with a good plan and budget. Who should I work with, and what questions should I ask?
So in response, this was a list that was given to me. And what I love about it is it not only gave me the list, but it also gave me the source, of course. We’ve seen that with these AI tools more and more. So you can go and look at this Wall Street Journal article. What are they recommending clients ask an adviser? All of these are websites or blogs where these sources are saying to clients, here’s what you should ask.
What do you think about some of these questions, Susan?
Yeah. Mean, a bunch of them are real, I think, fall into sort of that general FAQ section that we’ve talked about. And this kind of ties back to when people have asked, like, should I share my pricing in a you know, it be part of the NAV? Should it be its own section? I think these are kind of the questions that all are just really general how to work with you and somewhat educating the consumer on what is a fiduciary versus somebody who’s not operating under the SEC.
I think great questions for that section.
I think there’s also the way you wrote the prompt, it was what questions should I ask that advisor?
Another thing that probably I’m guessing, I think we’re gonna talk about it, is what questions are on the mind of your prospects in terms of pain points, challenges, goals? And that’s, I think, a separate set of questions.
One hundred percent. So this is more questions that somebody would want to ask you if they were thinking about hiring you. So What would like to work with you kind of thing. Exactly.
So here’s another what question should you ask an adviser before hiring them? I’m not gonna go into all of them, but the AI tool that I asked broke it down into background and credentials. So, you know, how long have you been an adviser? Have you ever been disciplined?
Do you specialize in working with?
And here would be clients like me. Right? So instead of writing on this one, do you specialize in working with clients like me? You would write, do you specialize in working with physicians, with widowed women, with, you know, tech employees who get RSUs. Whatever it is, fill in the blank. And so notice that instead of putting it on your website like, we specialize with working with tech executives that get RSUs, you would say, do you specialize? So you’re turning the phrase into a question.
There’s also questions about what services you offer. So, again, this can be a section of your website just going into specific services.
Fees, so many people still and I don’t know what your take is on it, Susan. So many people say, like, I do not wanna list my fees on, you know, my website. But if you look at what consumers wanna know and you look at, you know, sometimes even what they’re searching or asking for, it is constantly going it comes up all the time. What’s your take on whether or not you should include it?
I think you should include it, and I think the advisers I’ve talked to, when you say you can put it in an FAQ section section just as one of many questions, suddenly there’s like this, Oh, okay, that makes sense. It’s calling it out in its own section or putting in the nav that I think makes people uncomfortable.
But I think what I’ve seen is that people are actually generally excited to put it in an FAQ, and, like, it’s sort of an moment.
Like, oh my god. I should have an FAQ, and I can put it there.
Right. Exactly. And we’re gonna show you, by the way, what this looks like on a website in just a minute so it makes more sense. But so I didn’t pull all of these, but even the client experience, a lot of people forget that, you know, so many people if they’ve never worked with an adviser before or they had a bad experience, this is just as important, if not more important than the how do you invest my money?
How you know, what’s my financial planning process gonna look like? They wanna know, you know, how often are we gonna meet? How often are you gonna communicate with me? How will that communication happen?
What are you gonna do if circumstances change? You know, do I get charged more or less? Whatever it is. So these can all be really tricky to put in website copy, but they work so well in an FAQ section.
Exactly.
So let’s just talk about let’s just show you where this would actually be if you go on your website with with FMG. So in your and then we’ll and then I’ll show you examples of how it looks like out there in the wild. So you would come to the FMG content library, and you go to the website section here, and you can choose any page that you want. I’m just gonna select home.
But, again, we’re just making it easy to format this in a here’s the question. Here’s the answer. But beyond the formatting, we’ve added to the back end something called schema markup. I don’t wanna get too technical for all of you, but, basically, it just is a way of communicating to the AI tools to say, hey.
This is the question, and here’s the answer. And that helps your page be found easier by these AI tools. So it’s not just the way it looks on the page. It’s how we’re communicating with the search engines and the AI tools that we’ve added in.
So you’re gonna just click this add section box. And then down here under widgets, there’s all these different widgets that you can add. If you’ve never seen this before, you know, you can add all kinds of things, articles, calls to action. You’re just gonna click FAQ with schema markup.
So that schema markup excited about this. Back end.
Yes. And you can see once you add it, you’re just gonna be typing in what is the question and then how you answer it. And then how it actually looks on the page can really vary. So I’ve got a few pulled up here, of websites. So here’s one from investment consulting group.
Right? So they’ve broken it down into general financial planning, retirement planning. And so you can see some of these questions are things somebody would go to AI or a search tool and actually ask, and they have the answer right here. If you wanted to be found for a very specific question, like, let’s say you, know, again, work with, you work with executives in Minneapolis who all tend to work for certain kinds of companies and that you help them with succession planning and tax planning.
You could ask a very specific question that those types of folks always ask and then turn just that one question into its own blog post. So for really specific questions that you want to be found for, those we would recommend being its own stand alone blog post. But for an FAQ page where you really wanna just give information about working with you, your process, your fees, that makes sense to do it on an FAQ page. And having that schema markup and the ability to add the widget is really, really imperative.
So you can see again here on this one, they’ve broken it into all those different sections. Yeah.
I definitely like grouping it. We all know we kind of zone out if it’s too long of a list of bullets.
Yes. Exactly. Here’s another one. They’ve just got a list here of different, you know, questions and then their answers are. And then I just wanna pull up thought I had it linked here. Oh, yeah. Here we go.
This one you might have seen before. These are called accordions. This is another way you can do it where you click on one, and then it pops down and and shows it this way. So there’s different ways that you can set them up. The idea, is with all of these, these are just FAQ pages. Again, the FAQ page is with the schema markup on the back end is making it easy for the AI tool to understand what your page is about and to source you when somebody is, you know, looking for a financial planner that offers the specific service that you offer.
So, Susan, I see a lot of stuff coming in the chat here.
Let me stop sharing their Answering one of them. Okay, we got a question.
What is schema markup again definition? I I’m going to take like a layman’s term, which is not the definition. I’m probably not answering the question directly, but it basically translates your words in English into language that the AI engines read. As you’re and if we didn’t have schema markup, you’re just writing your question and your answer, but it’s not in a format or a language that AI can identify and quickly you know, intake and ingest and give output. So it I think it’s just the language that is used the programming language that’s used to create that sort of translation.
Yes. You got it. You got it right.
If you were to look at the back end of any page, right, there’s a code that you see. And so what schema markup does is it would say, like, on the back end, you would see a little word, and it would say question.
Do you offer investment management? And then it would say answer and then what the answer is. So it’s telling the it in the code itself, it’s saying, this is the question, and here’s what the answer is.
So it’s just really marking up the page, again, in layman’s terms, to make it easier for anybody crawling your site, whether it’s Google, Gemini, ChatGPT, to know this is the question, this is the answer, which because we’re in this AEO, this answer engine optimization world, it’s crucially important. And so that’s why we’re so excited about launching this, with these new FMG FAQ pages.
I have two questions that I think are worth answering. One was if you do not have an FMG website, can you use these tools? And the answer is no. These tools are are embedded within the FMG website platform.
However, we have outlined essentially the same approach in our AI guide. You could use our guide and apply them, you know, apply the the, you know, sort of the approach to a website that is not with FMG. And then there’s a question of whether if you have the do it for me program, if your concierge will help do this for you. And the answer is absolutely yes.
Yes. A hundred percent. And, you know, if you are working I mean, I do think that’s one of the most amazing benefits about working with FMG is we’re constantly staying up to date on not only the technology advances, what’s happening with AI, marketing, but also on the financial side, the rules and regulations of what you can and can’t do. And we combine those two things so that you know you’re working with a web developer, a marketing technology provider that is going to apply the best practices, but also make sure you’re compliant. So those two things are always in the front of our mind.
We do not ever release any updates that go against, you know, SEC compliance, but we do know that different home offices have different ways they interpret rules. So you do obviously need to think about that as well. That’s part of part of the equation.
Okay.
Let me go back here. So that is I mean, it’s pretty I don’t wanna say pretty basic because there’s a lot that goes in on the back end, but we’re making it really, really easy to add these FAQ sections. If you don’t, again, use FMG, you can work with your web developer, whoever manages your website to ask them to add it. But getting a lot of questions with answers on both an FAQ page and then as part of your headlines throughout your website is really what we’re talking about here to help you get found more easily by these AI tools.
Do we have more questions we need to answer, Susan?
I think we’re good. I was just, Russ was asking if testimonials are allowed. He remembers that no testimonials were allowed and the SEC did something, but he wasn’t sure if they addressed testimonials. So I just said, yes, they are, but you have to, you know, consult with your own compliance team in terms of how they support them or not.
And then I think Lauren just provided us with an AI summary of the webinars thus far, which is Oh, lovely.
I love that. Thank you. And I just saw that we did have a question come in on the back end of the Q and A who asked, should this just be on your website or also on your social media accounts as well? As far as we can tell, with social media, specifically LinkedIn.
LinkedIn has amazing SEO compared to any other social platform when somebody is doing a search on Google or, they’re looking for, like, a business name, things like that. Having an optimized profile there would be really, really smart where you include a question and then, you know, questions we help clients answer. So you could take that same section from your website and put it on your LinkedIn profile, but you don’t need to worry about formatting every post as a question and answer or anything like that. It would really just be on the profile itself.
And then there’s a question I’m trying to type it, but is it better to do FAQs on each page or to group them onto one page? And I I’d love to hear what you think, Sam. I think it’s a combination that you I would probably group I would have an FAQ page, and then I think I would probably put more of those, like, how to work with us questions, how we work with you, the the you know, your how you charge, all the the questions that we saw in those prompts. And then in the sections within your website where you’re talking about estate planning or tax services, I might add a little FAQ there too, within the bottom.
We are even thinking at FMG about updating our own website to follow this best practice.
So, you know, we have under who we serve, we have the different types of people we serve. So at the bottom, we might have an FAQ just about how we work with RIAs. Right? And then another FAQ about how we work with enterprise customers, and it would live at the bottom of these pages.
So within pages, you can have FAQs on the bottom. You can also have FAQs at the bottom of a blog post. So let’s say you go really in-depth on one particular strategy or topic. At the bottom, you can have FAQs there.
So it’s definitely not a either or, but a And. And.
And I think, you know, what’s nice is you can have a link at the bottom of let’s say you have, you know, within the estate planning section of your site, you have some FAQs, but you can have at the bottom, like, see all FAQs and then keep them on your site longer by, you know, making it easy for them to jump around and learn more.
Absolutely. Absolutely.
Please tell us if this was helpful to all of you. You had great questions, and keep them coming. We have a few more minutes, but we really I’m so proud of us, Susan. We got through it in twenty seven minutes.
And Look at us go. We really wanted to go deep, like I said, on one topic, just give you everything you need to know about that one particular thing, and we wanna do more of these. Oh, great. Everyone is saying it was What is if you had to help us pick one for next time, let us know if there’s one particular topic you’d love us to go all in on next time, that we could really give you prescriptive things to do like this and answer your questions in real time.
We want it to be helpful to all of you. But, Susan, it looks like a lot of people got some answers today. And, if you haven’t checked out FMG’s website or marketing platform in a while, we really encourage you to do it because we just keep adding feat you we didn’t get to show you all of our AI features. But Should we put our poll up?
Oh, sorry. I forgot about that. Yes. I haven’t had the poll.
I’m bad.
Yes. If I can help Yes.
You go. Want to learn how FNP can help you with your marketing or see more of all these different tools. We didn’t even touch on them, but we’ve added new AI writing tools with Muse, a new compliance Overwatch feature, a new Sidekick feature to help you as you’re planning out your marketing and using the platform, we would love to show it to you. So you can just say yes, and we will connect with you. And then we’ll be sending all of the resources we mentioned to everyone who joined today as well.
Awesome.
Okay. Awesome. Excellent. I’m, like, reading all the questions and comments. Thank you, guys. We love the engagement.
It makes it so much more fun for us, and we hope you got a lot out of it, and we’ll be back soon with more.
Yes and hopefully we’ll see some of you at conferences live in person soon as conference season’s around the corner. So thanks everybody. Bye everybody.
