AI-Powered Search is Shaping the Future of SEO: Time for Advisors to Adapt!
The digital landscape is evolving at breakneck speed, and AI-driven search technology is leading the charge. With Google’s introduction of AI Overviews in May 2024, practitioners in the advisory space must rethink their SEO strategies to stay relevant. Let’s dive into how these changes impact traffic, engagement, and ultimately, business growth.
The Shift in Traffic Patterns
A Sudden Drop for District Capital Management
Alvin Carlos, the founder of District Capital Management in Washington, D.C., experienced a shocking decline in web traffic—plummeting from 31,800 visits in April 2024 to just 16,500 in May. Despite employing traditional SEO tactics like keyword research, writing informative blog posts, and acquiring backlinks from reputable sites, Carlos found that his content didn’t resonate as it once did.
“Some of our blog posts would rank for years,” he shared. “But now, even when our content ranks, fewer people are clicking.”
The Rise of Zero-Click Searches
As AI summaries proliferate, users are finding quick answers right in their search results, often without ever visiting a website. Reggie Fairchild, president of Flip Flops and Pearls, remarked:
“That means advisors need to get more strategic about where and how they’re showing up.”
Adapting to the New Rules
Embracing change is essential in this new era of SEO. Here are some strategies that can help advisors regain their footing.
Key Principles Retained
Establishing Credibility is Crucial
Despite the shifting landscape, foundational SEO practices can still yield results. Carlos emphasizes:
“If I’m mentioned or quoted on reputable sites, that can sometimes land my firm in an AI summary.”
Moreover, Fairchild adds that high-quality, helpful content remains highly valued:
“The old playbook—relying on long-tail keywords or basic phrase repetition—isn’t enough anymore.”
Experimenting with New Mediums
Carlos’s firm is now channeling more energy into platforms they control, including a newsletter boasting over 2,200 subscribers and experimenting with short-form videos.
“We have also just started using Google Ads,” he noted, “though we haven’t seen any meaningful results yet.”
Embracing Micro-Targeting and Niche Strategies
A Silver Lining in Changed Traffic Dynamics
While some advisors lament the decline of conventional SEO, Christopher Haigh of Iconoclastic Capital Management reports better outcomes through local and geo-targeted optimization. He explains:
“Has AI search hurt our traffic? Not exactly. It has changed the rules.”
The Power of a Niche Market
Daniel M. Kopp, who focuses on a unique clientele—including young widows and military officers—has seen an astounding 20% year-over-year rise in website traffic.
“My own RIA is heavily niche-focused, while advisors without this focus seem to experience flat or declining traffic,” he noted.
LEO and GEO: New SEO Terminology
Adapting to AI-Driven Query Systems
With the increasing use of large language models like ChatGPT, the need for content to align with user intent has never been stronger. Fairchild emphasized that many LLMs have knowledge cutoffs, making timely content crucial.
“We’re actively trying to figure out how to integrate our new content into LLM models,” he said.
Carlos is prioritizing keywords that target individuals ready to hire a financial advisor, further refining their strategy to navigate these AI-driven waters.
Innovating Through Conversational SEO
Optimization for AI Algorithms
Haigh experienced dips in broad organic traffic but found renewed focus when they adapted their strategy for LLM engine optimization (LEO) and generative engine optimization (GEO). Here’s what he did:
“We prioritized clear, authoritative content that responds to FAQs and uses lists and tables—formats AI can easily digest.”
The result? Five new clients in 2025 who found him through AI-generated search summaries.
The Importance of Authentic Engagement
Moving Beyond Generic Content
Kopp warns that generic, first-draft AI content won’t cut it. The demand for unique viewpoints is more significant than ever.
“The more opinion we incorporate, the better our engagement,” he stated.
Value in Q&A Formatting
Engaging with genuine questions remains effective. Kopp notes that long-form technical content still carries weight, especially when AI draws from advisor and firm websites directly.
Building Credibility Through Thought Leadership
Leveraging Media Mentions
Boosting credibility can also involve being a guest on podcasts or getting quoted in articles.
Brian Thorp, founder of Wealthtender, pointed out the importance of niche-specific content.
“Getting featured in Q&A articles could drive business, even if no ‘human’ prospect ever reads them,” he argued.
In the AI-augmented world, advisors can still shine by staying relevant, niche-focused, and maintaining authenticity in their communications.
Conclusion: Adapting to a New SEO Reality
The landscape of SEO is undergoing rapid transformation thanks to AI, and advisors must pivot to remain competitive. By focusing on strategic content planning, embracing niche markets, and leveraging technology like LLMs, financial advisors can navigate this new terrain successfully.
Remember: the rules may have changed, but credibility, engagement, and value-driven content still matter more than ever!
For further insights, check out Moz’s SEO Beginner’s Guide or explore how to Optimize for Voice Search in a growing AI landscape.
