Two Audiences, One Website: Get Found by AI. Get Chosen by Prospects.

So let’s go ahead and kick it off. This, live workshop today is all about AEO or answer engine optimization, specifically with websites. So your website now has two audiences, as Susan and I like to say, robots and humans. And for the longest time, right, we were always building for humans.

We were optimizing for SEO search engine optimization. But you really wanna think of it in a whole new way now because there’s this new world where you’re either visible or invisible to these tools. And it’s not just about getting your website ranking, but if someone’s just asking questions about your firm. Right?

So when we think about the entire prospect journey now and how people are using these tools, it’s not about just having your website rank when someone says the best advisor near me, but when they start to ask AI questions about your firm, you want to make sure that the AI tools have access to the correct answers.

And that to me is what makes it so different from SEO.

And if they’re just asking questions about a financial planning topic, not even knowing your firm, you want to be cited.

So A hundred percent. A hundred percent.

They haven’t heard of you.

Yes. Exactly. So, you know, through all stages, it’s not just about discoverability, but let’s say they’re they’ve got two firms and they’re pitting you two against each other and they start asking AI. Think about how much information you might not have somewhere available online that’s discoverable, and it could put you at a disadvantage. Disadvantage. Right? So we are really gonna get into this today.

I mean, that’s huge if you think about it.

Two years ago, if somebody got a referral to you and got a referral to somebody else, they’d have to Google both and they’d just look at your websites. That’s it. They’d have to deduce their Now they just ask the question and they are gonna believe whatever the engines tell them. So it’s a pressing need for all of us, including firms like FMG for our own purposes. It’s like the world is changing so fast.

Every day, Susan and I are saying, okay, we gotta add this to FMG’s website or we gotta change that. So we’re right there with all of you.

We are.

We’re gonna take a collective breath and say one thing at a time, and we’re gonna give you some really, really easy wins today. So don’t feel overwhelmed. We’re all in this together, and that is true overall. Right?

The whole world. We’re all Yes. Going through this at the same time. So don’t feel overwhelmed.

FMG, we got you here. Okay.

So I just thought this was interesting, though. This is the latest from Neil Patel just this past April. So this number here of how many people were using AI tools versus Google, it was only at five or ten percent AI tools back in September, and it’s now at thirty six percent. And I would argue that it’s even higher than that.

It feels like that at least in my world, but this is, you know, this is where we’re at, and it’s just gonna keep going up into the right. And so it’s so important that we get ahead of it. Oh, Desiree likes my cursor that looks like a tennis shoe. That’s my ten year old son.

Oh, now it’s a tennis shoe? Well, it used to be a pickle, I think. I love that. Yeah.

Actually, I don’t know where why oh, there it is.

And you know what? Oh, and the other like, the was this about the zero click? I mean, people just want answers. We’re all lazy. So, I mean, the fact that we can get an answer versus having to do the research ourselves, I think eighty six percent of searches end with zero click.

Yes. I have it on here as seventy, but that’s from twenty twenty five. And Susan, you had that updated stat, which I need to get updated in the stacks. So thank you. Well, was two weeks ago.

So yeah. So basically, you know, even if someone is searching in Google, what comes at the top of the page? An AI overview. So even if they’re using Google, they’re really using AI at the end of the day.

We so I don’t think we need to go through all this. It’s just the, you know, proof is in the pudding here. But let’s really hone in on this. Right?

So we have two audiences now that we have to build one website for. Right? We have the robots, which are going to be scanning your website and looking for very specific information.

And then we have the humans where once they land on the site, we can’t just build for the robots because we have to have a good human experience as well. Right?

And with the human audience, we really need to instantly show them that you work with people just like them. You are gonna speak their language and you have solutions to their problems.

But what converts them is very different from what is gonna bring them there from AI. Right? So we need to have focus on both.

So today we’re gonna go through, which we already have, why this matters right now, what those two audiences are both looking for, hone in on what AI is looking for, and talk about what actually will convert a human. And a lot of this we’re gonna be doing live on your website. So I think it’ll be a lot of fun. If you didn’t get a chance to submit your website and you want us to potentially take a look, put it in the q and a box, not the chat, and we would be happy to.

So this is a little Visip AI visibility score that kind of puts just points on different aspects of your overall how easy it is for AI to find you, reference you, and give answers. Right? And so each one of these is a weighted score. It just kinda tells you what’s the most important things.

Right? And so if we look at third party reviews and testimonials, which we now have, if you didn’t know this, FMG testimonials, we just launched this, what, Susan, in January? Yep.

And we could talk more about that, but it is a compliant way to get testimonials from your clients. It doesn’t need to be on Google that it can be, but it doesn’t need to be. And then to add it to your website. So that this I really wanna hone in on this because it is such a big chunk of the score, and we know it’s so important.

So that is an easy win that can really, really move the needle for you. But then as we look down, a lot of these down here are things that you can control right now on your website. Right? The earned media mentions, getting on podcasts, getting in newspapers.

That’s a longer term play. It can be a little harder, but all these things are things we can do and take care of right now.

Okay. Desiree is saying I need more info on testimonials. I know. If you want to get more information about FMG testimonials, we’ll share a little bit more now. But, what’s the best way, Susan?

Maybe in the q and a box if you drop your email.

Yeah. Drop your email and maybe we can, like yeah. That’s part of have a poll.

We’re gonna have a poll.

Doing a poll. I’m not sure what the poll.

I’m not sure what the Poll just says, would you like to talk with FMG about how we can help you?

So you’ll say yes to that, and then we can reach out specifically.

But If you go early, just, you know, chat your email or or just chat the hosts, and we’ll make sure we get back to you.

But it the whole reason we launched FMG testimonials is Susan and I kept looking at what’s getting people found in AI, and the top weighted factor kept coming up that AI tools care more about what other people say about you than just what you say about yourself. They want to, you know, vet it, which is great. That’s a great user experience for all of us. I’m glad that it’s that way.

But historically, in our industry, we haven’t been able to get reviews. We built this tool so that your home office and compliance has control of the process, that you’re able to collect reviews in a compliant way that will pass an auditor. So the the, Andrew Johnson from he built TestimonyIQ, which is what we acquired. He actually how many he said he met with the SEC for many hours going through every rule in the marketing, the mark the SEC marketing rule to make sure that I exactly.

That the tool was compliant. Okay. So that is number one. And, Susan, Norman just said, will the are the FMG testimonials included in our do it for me program?

Oh my gosh. I’m so glad that I’m so glad you asked.

We are going to make it available as included.

So for free for anybody that uses DIFM or any new clients that sign up for DIFM. And for those that you don’t know, DIFM is the do it for me program. So the answer is yes. The dependency is that the firm you are affiliated with needs to have approved them. And we are in the process of working through getting approval at, for example, Ozaik, Zatera, LPL, Kestra, and we’re talking to a lot of the large REAs. So it really is firm specific.

We’re approved at Edelman and Mercer and a few lots of others.

If they’re not already approved, fingers crossed, hopefully, coming really soon the way it looks.

Hopefully, coming soon. And, you know, we could use your help. I mean, if the home office hears from you that you’re interested, it it certainly helps speed the process.

Yes. Okay. So this is the overall scorecard. So that’s number one, having those reviews and testimonies.

We’re gonna look at that. We’re gonna skip over number two today for the purpose of today because we’re really trying to focus on your website. So then we’re gonna look at AI content, AI ready website content. What does that look like and how you structure the page?

And we’re gonna hone in on those areas. So as we mentioned, the reviews and testimonials do account for twenty five percent of the total score. So if we were gonna give you a score, how visible are you to AI?

Twenty five percent is gonna be, are there real people who have worked with your firm talking about their experience with you online? Now interestingly enough, it doesn’t mean you have to have, you know, five thousand five star reviews. Right? It’s just about having that social proof that you are a real legitimate firm. So many advisers are scared to ask for reviews. And, Susan, what’s the average? It’s like four point nine is the the rating.

Nine nine. I think we have I think Testimonial IQ has, I think, a hundred thousand reviews or something, and the average is four point nine five.

Yeah. So we, again, we can help you start a program that gets this going for you. But the main thing is, so here on the right is just an example of what it could look like on your website. So you collect the reviews and testimonials.

They get added to your website, and now they are not just out there, you know, on some third party platform. They’re also on your website in one place. So when we talk about the human experience and the the AI robot experience, right, We’re giving AI what it wants. It’s getting to hear from real people about you.

But from a human experience, when they land on your site, this is great for them because they’re seeing that social proof from other people just like you. Right?

The other thing is if you have maybe you were on a podcast or a YouTube video or you have a client that gave you a video testimonial, you want to include the transcript of any of those audio or video assets because AI cannot read that file the same way it can read text. So you’d wanna add those to your website as a transcript as well.

Okay. I wanna make sure we’re gonna go through these a little faster so that we have time to review as many sites as possible to help you think of it. This is one of the most crucial, and I actually probably should have put it in the reverse order. But here’s what I wanna say about this.

You wanna make it as crystal clear as possible that AI who AI should send to you. Right? So if someone is saying, I live in Minneapolis, I have this much assets, and I’m looking for an adviser to help me with x, y, and z, that they’re gonna say, oh, Samantha Russell. That’s the person that we should send this person to.

Right? So if you have what we call more generic language, like, help clients achieve their goals through personalized planning, serving families, individuals, and businesses.

You probably will never get chosen because it’s not specific enough. Right? So instead, you want to be as specific as possible with who you serve. Now that doesn’t have to be just on the homepage.

You can keep your homepage in some cases a little bit more broad, but a who we serve page. Maybe you have three buckets and you get really detailed there. You can also do it through questions. So the types of questions that people ask such as, can I retire at fifty five if I have two million saved?

A lot of people would say, well, I can’t say yes or no. I have to say it depends. The better way to write it would be yes, but it depends on three factors and then go into what those three factors are. Right?

So AI is looking for those little snippets at the top of the page that it can extract from and pull from.

And so how your website content is structured is worth twenty points and the FAQs that you’re gonna add, the question and answer is fifteen. So thirty five percent, the highest amount possible of this weight is actually coming from the the way that you’re talking about your content and the way you’re structuring it on your website.

Okay. The good news is once we do make changes, once we add FAQs, once we add testimonials, once we get super specific about who we’re serving and add it to our site in a specific way, Look at this.

Your AI citation score actually will usually the the needle has moved a lot faster and higher versus just old SEO. So if if you made changes and you wanted to improve your Google ranking, it didn’t happen as fast and it didn’t improve as much as it now does with AI. So the best way to think about it, right, is we’re not just getting our website to be ranked highest. If we go back to that really, really early image here, we are giving AI a lot more information so that as people interact with it, it has a full picture of how to talk about us to those people asking the right questions.

Okay.

Yeah. I actually you know, when you think about SEO, if we asked everybody how to do SEO, I’m not sure we’d get a lot of really concrete answers. Mean, everybody knew it was about content and keywords and long tail keywords. It felt kind of technical.

And this is really just intuitive. I mean, there’s a lot of work to be done, but it’s intuitive. You’re training the robots to find you. But they’re looking in very logical ways.

They’re looking for social proof and what other people say. And so it is logical. They’re just acting like a human doing research if somebody said, who’s the best financial adviser near you?

It’s so true. It’s so true. So then once somebody lands, we get AI to recommend our site. How do we actually what are the factors that convert the human?

Right? And so I put six things that I think I in my opinion, make the biggest difference and from what I’ve seen working with advisory firms over the last decade. So having your niche, right? We want somebody to land on our site and say, yes, this firm works with people just like me.

Right? Because they’re vetting maybe a few different firms. They wanna know you understand the specific problems that they are coming at. Social proof, again, testimonials, they wanna hear from other people who’ve worked with you.

And then FAQs, if you write questions and they’re the type of question worded in a way that someone would actually ask it, think about how quickly someone’s like, yes. This person me. Right? If you have a question that makes them think that’s the exact kind of question I have right now for this adviser.

So not just don’t think of it as do you offer financial planning, but think about putting yourself in the shoes of the person sitting across the table from you and what kind of question that they would ask and how you could help them answer it. So again, it could still end up being that it depends on three factors answer, but just the fact that you’re addressing a question they have helps them realize, oh, they get me. They work with people like me. And then if you have any awards, media mentions, things you’ve been featured in, absolutely include those because humans really like that.

It makes us feel like, oh, you know, if they were they got this award or this, you know, journal asked them to contribute, they must be great. But it AI also loves that as well. And then write like a human. So this is one that I think is getting harder and harder for people as we use AI tools more and more.

But humans want to feel like they’re talking to another human, not a robot. And so the more you can make your content human sounding, the better. And if you don’t have a schedule a meeting button or the ability for someone to schedule a call with you, your conversion rate’s probably a lot lower. So a lot of research has shown that just by adding a book a time with us, you can add vetting questions to make sure that they are a qualified lead.

But just by adding a calendar widget to your website, our research shows that the number of people who will book a meeting from prospect or lead to prospect goes way up. So consider that. Alright. We did good.

We said twenty minutes for the intro. We’re exactly at the twenty minute mark. Are there any questions you should ask before we go live on these, Susan?

Say, yeah, what are people what are you what are people feeling?

What do they most wanna hear about in these audits?

Yes. Please tell us what I feel about.

Feel free to throw in questions, or we’ll just we’ll start going, and you’ll learn a ton.

That’s right. Okay.

Let me get this going here.

So here’s the first website that we had submitted. So let’s go through it thinking about, right, we’re going to be looking for, do they have a specific niche that we can tell who they work with? Do they ask questions and then answer them in the voice of the prospect? Do they have any kind of reviews or testimonials from clients? Do they have FAQs in their website? So let’s look through. First of all, by the way, from the human perspective, I don’t know about you all, but I think this is a beautiful home page.

I do too. I love it.

Love the moving imagery of the firm. That’s gorgeous.

So let’s see what it says. Susan, we got Foster Victor’s a boutique wealth firm redefining financial planning so successful families, entrepreneurs and professionals can build on their achievements and leave a lasting legacy. Do you feel like that is a strong niche?

I believe it is better than most, but probably could be more specific if we are really thinking about what Answer Engines want.

Yes. I would say I would say so too.

So then they’ve got we realized traditional models for advisors weren’t serving a part of the market. I’d still say we got to get more specific. So let’s see.

You know, I I was working on something today and I came up with I found this was actually in Claude. It helped me think of this. But when I was trying to think of how to help people decide what their ICP is, their ideal client profile, because that’s what you really wanna be using here. And I know when we talk about that, advisors bristle and they’re like, I serve all kinds of ideal client profiles.

Don’t have stage is saying kind of. I don’t have one niche. I serve a lot of them. And what I realized, I thought this was a big moment.

You can serve all kinds I asked him, So I’m almost sixty and I’m basically your typical client, a high net worth family with complicated planning needs.

And I’m like, So I work with an advisor. With my advisor, what ICP would they say for me? And what the answer is is your client profile is really a marketing term. It’s really for your marketing efforts.

You can serve all of them, but that ICP is what was the triggering event that they came to you when they first opened your door? Because there generally is a reason why a client comes to you. And that reason is what we wanna show on your website. It doesn’t mean that they’re not just a generic high net worth family or high net worth entrepreneur, but they had a specific reason. Like it might’ve been they had a liquidity event as an entrepreneur. It might’ve been they had an inheritance as a family. So if you think about the last ten clients that you’ve gotten or your top ten ideal clients, think about what was the triggering event that made them open our door?

And that is what you wanna be using to frame your ICP on your website.

I love that.

So on the homepage, I’d say we got some work to do. We don’t have I I would say that you could be a lot more specific in your niche. They do mention in the one about professionals needing more time that they’re time strapped. That would be a good one to lean into.

But a lot of this language, I would say it would not allow the the warm and fuzzy feeling the human is getting, it’s not gonna allow the robot to source you. I don’t see an FAQ anywhere, and I don’t see a, what’s it called, reviews or testimonials anywhere. So that’s another thing, by the way. Here’s your the menu down here.

This is what we call in website design your navigation. Ideally, you want to put those reviews and, FAQs either in the main navigation, in a subpage, or right on the homepage because that’s gonna make it easiest for AI to find. If they have to go digging for it, then it’s a lot harder. So that’s where you would want to put it.

Okay. Let’s look at another website, five eight Financial. So this one says, securing your future through tax focused financial planning in Northwest Arkansas. Okay.

Let’s let everybody else answer first. What do you all think of that niche?

Do you feel like it’s specific enough? Are we giving it a five out of ten, a nine out of ten, ten out of ten? What’s everybody think?

And I wanna answer that.

Okay.

Was waiting for all the people to give their answers.

Susan Ryan says seven out of ten. Thank you, Ryan. He’s participating. You get a participation trophy.

What if I don’t live in Arkansas? That’s a good question, Tyler. And that is one of the things that people often struggle with is I don’t wanna get specific with my niche. I think one of the things that you have to balance is how many people are you gonna come into contact with? You’re competing with advisers all over the country. So if you do put a location, you are much like more likely because people still search a lot of times for best financial adviser near me or best adviser in their city. And even if they’re not, these tools often think that they want a professional in their town.

So the answer to me is this is a ten out of ten.

Yeah, I think it’s great and they Oh, this is interesting. The colors are subtly telling us they serve women.

So I think that’s so interesting because Yep.

They do have softer colors. But look at here, who we serve.

And they’ve got very specific so there’s they serve a lot of people, everyone. But because of the way they write it, if somebody, let’s say, is a real estate expert and they go and they’re focused, hey. I am selling real estate. My taxes are all over the place because one year I have a big, you know, a big commission.

The next year I don’t. And I live in Arkansas. This firm has a much better chance of being shown. Right?

Let’s keep going. They’ve got some different things about the experience. So that’s good. This is great down here.

The affiliations. AI loves this. These are kind of like badges or logos that help say you are a legitimate expert. So ten out of ten to do that.

Love that. They have a schedule a meeting button. Great, great, great for when you again, for the call to action from the human perspective, that is really, really good that they they do that. Right?

Oh, someone asked, do the badges need metadata, or is the logo sufficient? You do wanna add Nice.

Basically, that means is when you upload the logo, make sure you label the file, right? Irslogo dot gov or as seen in investment news. So that way the tool can scan it. Great, great question.

They also have this tax prepare preparation ship up here in the top. So again, if somebody’s really asking AI for help finding a firm that’s got to focus on taxes because it’s its own button here in the navigation, that’s really gonna help them. The one thing I don’t see anywhere here, Susan, is reviews or testimonials, which I don’t think we’re gonna find a lot of sites that have them as of right now.

No. It’s it will be a first mover advantage to those that, you know, get it approved and can start implementing.

Yes.

Someone just asked, Jessica asked, if you have multiple advisors, how do you utilize the schedule the meeting button? I’m sure other people here have multiple advisors and do this. An easy way is when you set up your Calendly or anything like that, there is a way to have multiple people and you can there’s a couple choices. You can have one person who takes all the introductory calls on your team, or you can have a couple different advisers and funnel people to them depending on which niche they’re under. So tools like Calendly, they do allow for multiple advisors. Very, very easy. Christopher just said HubSpot has a round robin, so lots of options there.

Okay. Let’s look at another one. Cross Inland Wealth Management. And keep the questions coming. These are great questions.

So stewardship with integrity is on the homepage. By the way, you have five seconds on your homepage to make an impression. So this is not enough information up here. We really need to give more in that what we call the hero section below the fold from newspaper era.

Right? We want up here to have more info. So what would we all give? I’ll scroll down just to make it a little bit more fair.

So they say we help build, manage, preserve, and transition wealth for investors, business owners, and pre retirees or retirees. What would you all say?

How good is this one? What would be our score?

It’s pretty broad in my opinion. So I think we we might all agree. I would say it’s good. Jackson says two out of ten.

I feel like it’s good that you mentioned about preserving wealth and transitioning wealth, but it’s still way too generic. You are not gonna get found in AI with this.

And I think, again, the the rub is that you wanna say, But I do serve people who are interested in retirement. So instead of saying, I serve people that want retirement, which is pretty much everybody, think about your top ten clients that came to you with a retirement planning related objective? And what was that? Because they likely didn’t just say, I’d like to talk to you about retirement.

They probably said, I’ve got a rollover.

I am retiring in five years. I mean, there are going to be themes of the situation. So instead of thinking about the demographic or the planning topic, think about the trigger point and describe it. Yeah, I love that. Ryan Hemmert just asked a great question. He said in terms of site hierarchy, how prominent should we rank these different things? Who we serve, our process, reviews, and testimonials.

You wanna put those reviews and testimonials right on your homepage. I pulled up this example here for you. So if you’re using FMG’s testimonial tool, what happens is we will pull these reviews directly into your website, and then they look like this. So someone can just scroll through and read a bunch of them.

You can also have them all on one big page, but this is right on the homepage of your website just below the fold. So you absolutely wanna prioritize these once you get them, and there’s a very easy way to do that. If you have a website with someone else, by the way, you can still purchase FMG testimonials. I don’t think we mentioned that, Susan.

So FMG testimonials is its own separate standalone tool.

If you, you know, want to purchase it and use it so that you can get these get up and running really quickly, you can absolutely do that.

But I would I would prioritize the reviews and testimonials, then I would prioritize the language on who you specifically serve. That’s gonna be right up at the top. Right?

And then the process is probably way less important than some of the other factors we’re gonna go over.

I also think the geography. I mean, people I mean, you you wanna serve the whole country, but from an AEO perspective, referencing in your copy, it doesn’t have to be in the hero, but referencing throughout your copy the various areas where you have the highest concentrations will make a huge difference.

And you can also say something like, you know, what did that one say that we all were saying was a beautiful site?

That was really Arkansas. Right? But you could put a little thing underneath. It doesn’t even have to be here, but it could say, and also across the country.

Like, you don’t need to feel like you’re getting boxed in, but this really does make a difference. Okay. Let’s look at this site. They have a very different navigation here. So all the buttons are here on the left, it looks like. So I love that they have the as seen on. So they’re showing their credibility with these, and over two hundred other sites.

I just saw a great question. Stewart is, on top of it, A plus. Some states don’t allow testimonials. I believe it’s California and Texas.

Forget the other. That is Yeah. So even though federally with the SEC’s marketing rule, it is allowed, there are some state regulations. So California and one other, I think, have not yet approved it, but I think it’s on its way.

Okay. So oh, Roxanne is here.

Oh, Roxanne, great site.

She said our site does say that we can work with clients virtually.

So bravo. Well done. Beautiful site. So look at this one everybody.

At Patent Financial Group, we offer a comprehensive suite of financial solutions tailored to meet your unique needs. We offer personalized strategies, holistic planning.

Doesn’t tell me who they work with, but look at this at the top, proudly serving those surfers first responders who serve us.

So what this tells me is they don’t wanna be niche, and they also have first responders of Northwest Indiana. So it tells me that they don’t they’re nervous. They have it as a pop up because they don’t wanna go all in on that one niche is what I’m feeling.

But I think it’s making the site too busy. I would take who you serve and put it here in this home page website copy and hone in on that for sure. The other thing is a lot of you use this word holistic. I can promise you ninety nine point nine percent of people are not going to AI or Google and saying, I want planner who’s going to work with me holistically. They are not going to say that.

Yeah, and I think like financial efficiency. One thing that AI is definitely scanning for is terms that are not used in conversation. So if your clients haven’t come to you and said, I’m looking for financial efficiency and a holistic plan, then don’t use those words. Be as verbatim as you possibly can.

And the other thing we always like to say, Sam, is if you’re starting a lot of sentences with we, try to flip the narrative to you and our clients.

You could say we offer, we provide. So you might flip this to say, you know, first responders in northwest Indiana often have the problem of what is the problem. And then, you know, working with Patent Financial, they are able to what is the solution you provide. So that is really a better way to flip it here. The one thing I did wanna point out though that this site has right is they have this FAQ page.

And they’ve got a bunch of different keywords in here. Right? So a financial planning retirement coach in Northwest Indiana and Chicagoland.

They’ve got other keywords. So this is great.

If you have an FMG website and you’re here listening in, we actually have a new widget we added in the last few months, six months ago, I guess, where you can add an FAQ section to any page of your website and it will have schema markup in the background, which that’s a fancy way of saying we make it really easy for the AI to extract those questions and answers. So I saw someone asking about how important schema affects AEO. It definitely plays a role. It’s not as important as testimonials and social proof, or, you know, making sure you have a niche, but it is important and it’ll give you a leg up. So our FMG FAQ tool really helps do that. So for this site, I would say great job on the awards, great job on the logos, need to improve and great job on the FAQs, but you need to improve honing in on your niche and being adding those testimonials and reviews.

Okay.

Here’s another one. Lee Financial. Great job and keep the sites coming. We will get to as many as we can.

Okay. Let’s see. Oh, here was a good question as we go into this. Steven asked, is there a place where we can see Google AEO keyword search volume to choose the best keywords?

So keyword strategy is a thing of the past really in the sense of people are not just searching for keywords anymore. They are asking questions and interacting with these AI tools, right? So the best way I like to think about it is you might say, okay. Well, just a location is a keyword, but you’re not going for volume.

You’re going for specificity. So you want to you want to be the best possible answer to the question of why should a client just like yours work with the like, why should AI choose you as the answer? And here’s an exercise I like to do. Go to Claude, then go to chat, then go to Perplexity, and pretend to be your ideal client.

So go in and say, you know, I’m fifty nine. I have X number of assets saved. I own my own business. My husband and I are looking for an advisor who’s gonna help us with taxes, investments, be our point person with our estate planning attorney.

Oh, and also we wanna gift each of our children this much money. You know, tell it things. And then say, who would you recommend? And see what comes up.

That could be you know, maybe that’s one type of client you work with. And then do it for, two or three other ideal client profiles. And once it gives you your answer, say, why did you choose the firms you chose? And let it tell you.

And then if you’re not on the list, say, why didn’t you choose Samantha Russell at Russell Wealth? And it will tell you why. And that will really help you think about what kind of language and information that it’s looking for.

Okay. Are we good to go through this one, Susan? Anything else you saw we should address?

Nope.

I think you got it.

Alright. So this one is, Lee Financial, security, clarity, confidence. I love the picture. It’s very pretty. Innovative solutions for long term financial success.

So I would say this one actually is probably the most broad of any of them because it doesn’t even say, like, are you a finance are you a bank? Are you helping people invest their money? Are you helping organizations?

I’d say it’s way, way, way too broad. So you want to definitely get more specific.

But then here, they say we are leaders in the field of fee only financial advice since nineteen seventy five.

So one of the first fee only seeing that that comes up.

I think Claude is on to fiduciary, so it it does seem to like that phrase.

It does. It likes fiduciary.

Fee only, there are certain types of prospects looking specifically for that, so that’s good. I’d move that up.

I think you could just say fiduciary. So many people are IARs and they are, you know, duly registered. I think that’s fine. You can still operate as a fiduciary without being fee only.

A hundred. So this is interesting, Susan. What’s your take on this? Both from the human and the robot experience. So they have these words like our whole vision, which they’ve trademarked, process and then what it is. Or smartly, which is something else they’ve trademarked, focuses on young accumulators in the early stages of building their wealth.

From an both the robot perspective and the human perspective, how important or, you know, what does this do, do you think, to have those?

I I think I you know, this I’m gonna say I’m not an it’s an evolving expertise. I’m not exactly sure if the branding does much for AEO, but I think it does things for a client conversation and for somebody, for feeling some level of expertise. So I think branding products and processes can still make sense. I don’t know if the answer engines give any credibility to it, but I love that this is written with you and it’s describing the situation that someone might be in. That’s what people wanna they the answer engines and those that are visiting your site wanna see themselves in what you’re writing.

I was just gonna say these three things.

So focus is on young accumulators in the early stages of building the wealth.

That’s great.

I would just say that a lot of people who are young accumulators wouldn’t call themselves that. So it’s hard. What do we refer to them as? But if you could say something like, you know, if you’re in your thirties and forties and the early stages of your career and accumulating your assets.

So again, write it as simply as you can so that somebody would actually say those things to the search engine. The other thing is I’m not sure if the search engine can read this box. So this is an image box with interactive elements. You wanna make sure I mean, it’s nice and it looks great for the human perspective, but you wanna make sure that the AI tools can read it on the back end, and that’s important too.

So as we go through here, let’s see.

So they have what we do about us. I don’t really see any FAQs. I would definitely add those, and I don’t think I see any client reviews. Oh, this is great. So they have a whole bunch of types of people that they work with.

To make this more robust, a hundred percent, you could add a little snippet about how you help each one of these people. And even better, if you created a page about how you help each one of these people. That could go a really, really long way in improving your visibility with those folks.

Okay. Great question. Does AIAEO pick up on content in Instagram Reels and videos? So if you search on Instagram, which we’re finding that for people thirty five, even forty and younger, there is a really growing trend of people going directly to Instagram or directly to TikTok and searching for things.

Right? So that demographic, there’s a whole thing called social search that they’re doing, and they will search there. And Instagram, Facebook, TikTok have their own AI searches built into those platforms to surface content. For our purposes and what we’re talking about today, typically, it’s not going to pull that in like, those Instagram videos into somebody just talking to Claude or ChatGPT.

I do think eventually it will. But as of right now, it’s not going to help you as much. And videos in general, if there’s no caption underneath it, these AI tools cannot read it. However, nuance, if you have a pretty pretty big YouTube presence, Google’s Gemini tool has a better time reading YouTube videos.

So YouTube is still a large, you know, a its own large search engine. Okay. We’re already at forty three minutes. So so many more of you have asked us to review your page.

I wanna make sure that we get to help as many of you as possible. So we’re gonna put up a poll. We talked about testimonials and how important they are. We talked about how important it is to make your website AI ready.

If you wanna talk to us about creating a website or updating your website and making sure you’ve got all these elements or and or the testimonials and how we can help you get started with those. Just say yes and our team will contact you. So either or. It can just it doesn’t have to just be for the website.

We worded this a little wrong. It can be for either. And that’ll be the best way for us to get in touch and make sure that we get to help as many of you as possible.

And we would love to do that. Okay. And we could do a lot even without the testimonials. You know, we what we didn’t do. We talk about FAQs.

Yes.

I was just talking about those. Okay. Yeah. It’s okay. I’ll show another example. Actually, this site, Heirloom Wealth Advisors.

So here’s another FAQ page. So there’s a couple of different ways you can do it.

On this one, they’re getting really, really detailed. And what’s interesting here, you might say, well, someone isn’t gonna go to chat or Claude and say, what services does heirloom offer? But let’s say they’re comparing a bunch of firms and they say, you know, why should I choose heirloom wealth over this other? And the other firm doesn’t mention anything about estate planning. And this person had said that they’re interested in having somebody play point with their estate planning attorney.

The AI tool could see this and say, well, you mentioned, you know, that you’re also looking for estate planning, so that’s why I suggested heirloom. So having a what services does the name of your firm offer is a really good AI strategy.

And you can see here like this one, a lot of people are going to claw ChatGPT and saying, you know, I’m looking for someone who’s going oh, someone who’s gonna manage it all. One person to be the main point of contact between my CPA, my state planning attorney. They want that’s the language they’re gonna use. And so this is also a really great FAQ to add.

Somebody is not going to say, I want integrated advice. They’re gonna say, I want one person who’s gonna work with my CPA and my estate planning attorney. And so having a section like this also is huge to help you get there. Right?

This is actually one of our FMG websites I just noticed, Susan. One of our this is beautiful. So well done to our team for building this one.

Okay. We promised we would be done at the forty five minute mark. There are so many more of you who submitted your websites, but I hope that this was helpful. Can you tell us in the chat?

We’d love your feedback. Do you like this format where we review things live? Because I don’t want it to feel hectic and chaotic. I want it to feel helpful.

But we are you’re all gonna get the slide deck, and we are oh, good. Love it. Yes.

You’re all gonna get the slide deck. So hopefully, it will help you go through your own sites, and maybe we will need to do a part two because so many of you part two, maybe maybe this one warrants longer a longer time, and maybe we just skip all the slides and go straight into demos.

Justin, you know, maybe we should do that for our next LinkedIn live. Let’s do that.

That would be great. Okay. I’d love to do that.

Well, we’ve got a lot of websites to choose from.

I know. You are all amazing. Make sure you’re following me and Susan on LinkedIn. We are gonna be going live. We’re gonna try to do that more often to keep the, you know, the live interactive, which is our favorite part. We don’t wanna just talk at you.

So thank you so much for being here. And if you’re not already working with FMG, we would love to work with you. We’re so passionate about this stuff. We text each other at eleven o’clock at night. We’re the nerds that we are about it and we are so on top of it. So we hope we can help so many of you and thank you all for being here.

Thank you so much. Look for our LinkedIn Live. We’ll keep this going.

Okay. Bye, everybody.