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 .
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 .
SUSAN THEDER is the chief marketing and experience officer at FMG Suite .
MARCH 2025 | FINANCIAL ADVISOR MAGAZINE | 21