ADVISOR MARKETING

Susan Theder

How AI and social searching are changing your visibility online .

N 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 :

1 . Earn media coverage . Artificial intelligence pulls data from reputable sources . The more your name appears in credible outlets , the higher the

Rather than simply going online to find things , users now want their search engines to answer questions directly . chance you ’ ll be referenced in an AI-generated response .

2 . 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 .

3 . 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

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