From SEO to GEO: The Shift RIAs Must Make to Stay Visible in AI-Driven Search

The digital search landscape is undergoing a seismic shift, with artificial intelligence (AI) platforms like ChatGPT and Google Gemini becoming the primary gatekeepers of information. Tina Powell, Partner at Intention.ly, highlights the urgent need for Registered Investment Advisors (RIAs) to adapt from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) to maintain visibility and credibility in this new era.

According to Powell, the way prospects search for financial advice has evolved. High-net-worth individuals are no longer typing generic queries into search engines but are instead asking AI platforms nuanced questions. This change demands that RIAs ensure their firms are recognized as authoritative sources by these AI systems, a process Powell refers to as GEO.

GEO differs from SEO in its focus on being recommended by AI platforms rather than merely appearing in search results. Powell emphasizes the importance of a GEO audit to assess how AI platforms perceive a firm. This audit evaluates a firm's online presence, including its content, technical structure, and authority signals, to identify gaps in AI visibility.

Powell offers actionable steps for RIAs to begin their GEO journey, including auditing their AI visibility, strengthening authority signals, and focusing on answering the specific questions their clients are asking AI. The risk of ignoring GEO, Powell warns, is becoming invisible in the digital conversation, leaving early adopters to dominate the market.

For RIAs ready to embrace GEO, Powell recommends starting with a GEO audit to understand their current standing with AI platforms and to develop a strategy to become the trusted source these systems recommend. This shift is not just about staying competitive; it's about ensuring survival in an increasingly AI-driven world.

For more insights into GEO and how it's reshaping digital marketing for financial services, visit https://www.intention.ly.