Navigating the Shift from SEO to GEO in Financial Services Marketing

Who is Tina Powell and what is her expertise?

Tina Powell is a Partner and Chief of Community at Intention.ly, with a background in fintech strategy, digital marketing, and financial services innovation, known for her thought leadership and advocacy in wealth management.

What has changed in how prospects search for financial advisors?

Prospects now use AI platforms to ask nuanced questions about financial advisors, moving beyond simple keyword searches to seek specialized and credible advice directly from AI-driven discovery tools.

What is GEO and how does it differ from SEO?

GEO, or Generative Engine Optimization, focuses on being the trusted answer AI platforms deliver, unlike SEO which aims to rank on search engine results pages, highlighting a shift from getting found to being recommended.

Why is a GEO audit important for RIAs now?

A GEO audit is crucial for RIAs to ensure their online presence is optimized for AI-driven discovery, as the fast-moving AI landscape can quickly render outdated SEO tactics ineffective.

How does AI-driven search impact the visibility of RIAs?

AI-driven search platforms curate and deliver only the most authoritative responses, meaning RIAs not recognized as credible by these platforms risk becoming invisible to potential clients.

What are some examples of questions prospects might ask AI about RIAs?

Prospects might ask AI for RIAs specializing in multi-generational estate planning, complex tax strategies, or advisors for pre-IPO tech founders, reflecting a move towards more specific and nuanced queries.

What background does Tina Powell have in digital marketing and financial services?

Tina Powell has a Master’s degree in Graphic Communications Management and Technology from NYU, a BS in Business Management, and has taught digital marketing at NYU, alongside her extensive experience in fintech and wealth management.

What is the significance of the shift from SEO to GEO for RIAs?

The shift signifies the need for RIAs to adapt their digital marketing strategies to prioritize credibility and authority in AI-driven platforms, ensuring they remain relevant and discoverable in the evolving search landscape.