SEO, AIO, ELO, HBO, what the hell?
Well, when it comes to SEO and AIO, the details matter.
They’re the difference between marketing that’s fit for an AI generation and a strategy that’s focused on the old-world.
So, with apologies to Simon Sinek, let’s start with some definitions, then we’ll explain why it matters.
SEO, or Search Engine Optimisation, is about helping Google find, understand, and rank your website on the search results page. That means you want Google to rank your business as high as possible for key search terms.
AIO (Artificial Intelligence Optimisation) works differently. Here, it’s about helping AI tools such as ChatGPT, Claude, Gemini, and Perplexity find, understand, and recommend your business.
So, in simple terms:
SEO is about being ranked.
AIO is about being recommended.
AIO is changing how people find you
All this matters because the way people find advisers and planners is changing in two key ways.
Change #1: The journey after a referral
For years, the journey was simple: someone needed advice, so they asked people they trust for recommendations. Then, they looked the firms up on Google, read reviews, scanned their websites, and contacted the option they thought was the best fit.
That journey still exists, but instead of using Google, some people are now turning to AI to validate or compare recommendations.
Change #2: Using AI rather than Google
If a consumer hasn’t asked a friend, family member, or colleague for a referral, they might head to Google to find an adviser or planner. Thousands of people do that every month, which is why SEO is still important.
However, we know many consumers are now turning to AI instead, asking it to recommend an adviser or planner for their specific circumstances.
They’ll use longer prompts and have context-rich conversations, giving many more personal details to AI than they would Google.
SEO or AIO: Which is more important?
In common with so many things in life, this isn’t a binary question.
Research shows that while more people are using AI, the number of traditional Google searches hasn’t fallen. That means they are complementary, not competing, options.
We know that many advice and planning firms have worked hard on their SEO for years. However, AIO is relatively new, which means many advice and planning firms have done nothing to ensure AI finds and recommends them.
We believe you have a window of opportunity to take advantage of AIO before your competitors catch up. That starts by doing seven things.
7 things to help AI recommend financial advisers and planners
#1. Add detailed FAQs to your website
FAQs give AI the information it needs to answer a human’s questions. So, add them to your website in a simple Q&A format, which AI finds easy to read.
#2. Add location pages to your website
Consumers often want to work with a local adviser/planner, so they’re likely to include their location in the prompt they give to AI. A location page for each town, city, or area your clients typically live in will help AI recommend you when a consumer asks it for a financial adviser or planner in a specific area.
#3. Collect reviews on Google and VouchedFor
AI regularly uses Google and VouchedFor to build its recommendations. Collecting reviews on both platforms will impress both humans and robots.
#4. Check information on key directories is up to date
You can’t control the sources AI uses to gather information but you can control what it sees when it’s researching options. Google your firm name (and adviser/planner names), click every listing, and update what’s wrong or missing.
#5. Get listed on other key directories
Directories are a major source of information for AI, including those you’ve probably never heard of. Run test prompts that mirror real prospect questions, then check the cited sources and build profiles on the directories you’re not listed on.
#6. Publish at least three blogs/articles each month
AI needs source material to answer the questions that humans ask. Publishing long-form content each month (at least 800 to 1,000 words) will give it that information and increase your chances of being recommended.
#7. Build other expertise indicators
Humans want to know they’re working with an expert. AI wants to know it’s recommending an expert. The reviews you’ve collected on Google and VouchedFor will help, but you can do more by:
- Entering awards
- Speaking at events
- Appearing on podcasts
- Getting your name in the newspapers
- Publishing guest blogs and articles on other people’s websites.
Ride the AI wave or get left behind
The AI genie is out of the bottle and we believe 2026 is a pivotal year when you have two choices:
- Reconfigure your marketing to the AI age we’re already in
- Stick your head in the sand and pretend it’s not happening.
That said, you have a day job, and your clients need you.
So if you don’t have the time, skill, or inclination, to make the changes necessary, we’re here to help. Simply email abi@theyardstickagency.co.uk or call 0115 8965 300 and we’ll set up a call to discuss what you need and how we can help.
