Today, we are witnessing the beginning of the end of search engine optimization (SEO) dominance. The emergence of AI-powered chatbots like ChatGPT, Gemini and Claude is upending how we use the internet just like Google did a quarter of a century ago.
Over 40% of internet users worldwide primarily use AI rather than traditional search engines, according to AppLabX, which also projects that the global generative AI market will be $1 trillion by 2034, with marketing technology growing quickly.
Generative AI doesn’t rank pages. Instead, it quickly scans the internet and other datasets to produce sophisticated, highly organized answers. For example, instead of typing “advisors near me” into Google and seeing a list of websites, users might input “describe strategies to defer capital gains taxes on a high net worth portfolio” into ChatGPT and receive a detailed summary of strategies.
AppLabX estimates 60% of online searches in the U.S. and Europe do not result in a user clicking on a website, which is what industry insiders call a “zero-click” interaction. As a result, generative engine optimization (GEO) is rising in importance compared with SEO. The goal of GEO is to make content clear, authoritative and structured so AI systems can incorporate it into generated answers.
AppLabX estimates that for the financial services industry, GEO could deliver an ROI of 4.2-to-1 for every $1 invested. In light of this, financial advisors need to embrace GEO if they want to continue to generate client leads and organic sales growth.
SEO And GEO 101
“SEO is about ranking,” said Katherine Paulson, Partner and Chief Marketing Officer of Haven Tower Group, explaining the difference between SEO and GEO. “GEO is about representation. You want the AI to understand who you help, what you do best, and what makes your approach different so it can surface you in the right moments.”
Megan Carpenter, CEO & Co-Founder of Ficomm Partners, said AI tools don’t just link to websites.
“They filter for trust and authority,” she said. “AI tools synthesize answers from multiple sources and cite the most credible ones. To be recommended, your firm needs to appear authoritative beyond your own site through client reviews, earned media mentions, industry recognition, and content that directly answers common questions. GEO is about earning AI’s trust the same way you earn a prospect’s trust: through demonstrated expertise and external validation.”
GEO Versus SEO
For advisors, GEO will soon surpass SEO in importance, said Robert Sofia, Co-Founder and CEO of Snappy Kraken.
“GEO already matters because clients increasingly use AI to research and compare advisors before making contact,” Sofia said. “Over the next one to three years, GEO will rival or exceed SEO in importance. SEO drives discovery; GEO drives interpretation and recommendation. Advisors who ignore GEO risk invisibility even if they still rank” on SEO.
However, Carpenter thinks advisors will still need SEO as something that complements GEO.
“Within three years, I think GEO will be table stakes, but SEO remains the foundation,” Carpenter said. “Advisors cannot optimize for AI recommendations without first building the credibility and content structure that traditional search rewards.”
“SEO gets you in the game,” she said. “GEO helps you win once you’re on the field. You need both. Advisors who neglect traditional SEO fundamentals while chasing GEO tactics will struggle to win either.”
Effective GEO Strategies
GEO requires a mindset shift, Carpenter said. According to her, the goal is to teach, not sell.
“Answer real questions directly,” Carpenter said. “Use data and sources to back up claims. Make your expertise easy to find and verify. Do this through client reviews, media mentions, and clear positioning. AI tools favor advisors who demonstrate authority through external validation, not just their own website copy.”
Clarity is the top priority, Paulson said.
“Spell out who you serve, what problems you solve, and what you specialize in,” she said. “Then back it up with helpful content that answers real-life client questions. Also, keep your info consistent across your site and profiles so the AI does not get mixed signals.”
Sofia agrees.
“The keys are entity clarity, structured content, credible validation, and reinforcement,” Sofia said. “Advisors must clearly define their services and niche, structure websites for machine understanding, support claims with proof such as reviews and case studies, and regularly monitor how AI describes them to correct drift and maintain accuracy.”
Help Wanted
Experts say that financial advisors will likely need outside help to craft an effective GEO strategy.
“Tech savvy advisors may be able to handle basic GEO hygiene, but sustained effectiveness usually requires help,” Sofia said. “That includes structured content strategy, technical schema implementation, brand and PR alignment, and ongoing monitoring. Most advisors will benefit from specialized marketing or wealthtech partners who understand both AI systems and regulatory constraints.”
Said Carpenter: “The challenge is execution. AI tools discover and evaluate information differently from search engines. Advisors need strategic partners who grasp both how AI works and how trust is built, not just vendors repurposing old playbooks.”
GEO In 2026
GEO’s moment has already arrived, Paulson said.
“By 2026, if a marketing or wealthtech firm is not thinking about how AI systems pull, summarize, and recommend information, they’re going to fall behind,” she said. “GEO becomes part of the product, not just a nice add-on.”
Carpenter agrees.
“GEO will be critical for marketing and wealthtech firms in 2026,” Carpenter said. “The way prospects discover advisors is fundamentally changing. Firms that don’t adapt risk becoming invisible, even if they rank well in traditional search. Marketing companies must help advisors build for this reality now, while there’s still an opportunity window before GEO becomes as competitive and commoditized as SEO.”
Said Sofia: “I believe GEO is already foundational for marketing and wealthtech firms. AI systems will increasingly mediate discovery, comparison, and trust. Firms that help advisors shape how AI understands and represents them will have a competitive advantage. GEO will become a core capability, not a feature.”
Larry Roth is CEO of Wealth Solutions Report and Founder and Managing Partner of Ascentix Partners.
