From SEO to GEO: The Future of AI-Driven Search for RIAs

The digital marketing landscape is undergoing a seismic shift, with artificial intelligence (AI) redefining how financial advice is discovered and consumed. Tina Powell, Partner at Intention.ly, sheds light on this transformation, emphasizing the need for Registered Investment Advisors (RIAs) to adapt from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) to remain visible and credible in the eyes of AI platforms.

According to Powell, the advent of AI-driven platforms like ChatGPT, Google Gemini, Perplexity, and Claude has changed the rules of search. These platforms prioritize delivering authoritative, curated responses over traditional search results, making it imperative for RIAs to ensure their online presence is optimized for AI discovery. This shift from being found to being recommended marks the essence of GEO, a strategy that focuses on becoming the trusted answer AI platforms deliver.

Powell highlights the stark differences between SEO and GEO, noting that while SEO aims to rank on the first page of search results, GEO is about securing a spot as the go-to expert in AI-generated responses. This distinction is crucial for RIAs, as AI platforms increasingly become the first point of contact for high-net-worth individuals seeking financial advice.

To navigate this new landscape, Powell recommends RIAs conduct a GEO audit to assess their visibility and credibility across AI platforms. Strengthening authority signals, such as media citations and credible content, and focusing on answering the nuanced questions potential clients are asking AI, are among the actionable steps RIAs can take to enhance their GEO.

The implications of ignoring this shift are significant. RIAs that fail to adapt risk becoming invisible in the AI-driven search ecosystem, losing out to competitors who have embraced GEO. Powell's insights underscore the urgency for RIAs to evolve their digital marketing strategies, ensuring they remain relevant and discoverable in an increasingly AI-dominated world.

For more information on how RIAs can transition from SEO to GEO, visit https://www.intention.ly.