In this conversation from Craft on Tap, Stephen Beach and Faustin Weber explain that while Google "is still King," you should consider the rise of AI-assisted search and how you can use it to improve your brand's visibility.
👇 Watch the full discussion below:
Co-Founder Stephen Beach & Strategist Faustin Weber discuss AI search for financial advisors.
Craft on Tap Ep 13 Podcast Takeaways & Summary
Key Takeaways:
- The Search Landscape is Changing: AI overviews are causing a decline in website traffic. Meanwhile, LLMs like ChatGPT are gaining popularity.
- Prioritize Your Goals: Consider your audience first, focusing your marketing where it's most effective.
- Master the Fundamentals: Basic SEO best practices are still crucial for being discovered by AI and traditional search engines.
- Embrace EEAT: Use Google’s EEAT principles to build credibility with unique insights and reputable citations.
- Diversify Content: Distribute content on multiple channels like YouTube and Reddit to increase your chances of being cited.
Podcast Summary: Your Guide to AI Search for RIAs
The search landscape is changing rapidly. With new tools like Google's "AI overviews" and the rise of ChatGPT, people are finding information in new ways. This can lead to the "alligator effect": your website gets plenty of views but fewer clicks. You might worry that all your SEO efforts are a waste. As Faustin says, this is a rapidly moving space, so you should “stay calm and market on.”
Is AI Search Right for You?
Before you commit to a full overhaul, ask yourself a simple question: Is your target client using AI to find you? The answer might surprise you. A firm that works with tech-savvy professionals in their 30s and 40s may see a big payoff from AI search. But if your clients are retirees, you might be better off focusing on referral marketing. Stephen and Faustin make it clear: being cited as a trusted expert by AI tools is a great goal, but it only matters if your audience is there to see it. As Stephen advises, you should "always come back to your ideal client or your ideal persona" whenever you evaluate a new marketing tactic.
Building Your Foundation with EEAT
If AI search is a priority for your firm, build a strong foundation using Google's EEAT principles: Experience, Expertise, Authority, and Trust.
- Experience & Expertise: AI loves content with a human touch. Forget generic blog posts. Share firsthand knowledge, use specific examples, and include data points and quotes from your team. This proves you're a real person with real insights.
- Authority & Trust: This is all about credibility. Get quoted by well-known publications and showcase awards and testimonials on your website. When AI sees your firm's name associated with reputable sources, it builds trust and makes it more likely to cite you as an authority. As Faustin notes, “the more times your name shows up across different domains associated with those words, it stands to reason that the pattern that they're gonna respond to you with is the firm that's showing up the most.”
Widen Your Net with Content Distribution
AI tools look beyond your website. To increase your chances of being cited, show up where the AI tools are gathering information. The hosts point to YouTube and Reddit as great places to start. By sharing your content and engaging in these communities, you can position your firm as a thought leader and make sure your voice is heard in this new search environment. As Faustin explains, these platforms are becoming major sources for AI. Reddit appears in “one out of every four ChatGPT searches.”
Shameless plug for Craft on Tap
Adapting to this new search landscape presents challenges, but you don't have to tackle them alone. The right marketing partner can help you adapt your strategy and keep your firm visible.
This conversation is only a starting point. For ongoing insights and practical strategies for RIA growth, listen to the new Craft on Tap marketing podcast. Available now, wherever you find your podcasts. Ready to chat? Get in Touch
Listen to Craft on Tap, Growth Marketing for RIAs:
