AI vs SEO: what financial advice firms must do to stay visible 

Search is shifting: What’s happening and why it matters 

Artificial intelligence (AI) is transforming the way people search for information, and this is having a direct impact on how financial advice firms attract new clients.  

AI tools like ChatGPT are becoming mainstream. In the UK, Deloitte reports that 18 million people have used generative AI, with one in 10 using it daily. 

Search engines are also changing.  

Google and Bing now feature AI overviews. These are summaries that appear at the top of results and answer queries without users needing to click through. According to Botify and DemandSphere, these overviews occupy 42% of desktop screens and 48% of mobile screens. 

This means fewer clicks, lower visibility, and a rising cost-per-acquisition (CPA) for firms relying on organic traffic. 

AI vs authenticity: Which wins? 

AI-generated content is everywhere.  

Amazon Web Services (AWS) estimates that 57% of online content is now AI-generated or translated using AI. 

While AI can help scale content production, it also poses risks.  

Search engines are cracking down on low-quality, mass-produced content. To rank well, your content must be: 

• Expertly written 

• Relevant to your audience 

• Demonstrably trustworthy 

At Unbiased, we’ve seen that content built around EEAT — experience, expertise, authoritativeness, and trustworthiness — can lead to a 68% increase in sessions and a 50% rise in conversions. 

Is SEO dead? 

Despite the rise of AI, SEO still plays a vital role in discovery: 

• Google handles 22 billion searches daily, according to HubSpot.  

• 27% of finance industry traffic comes from organic search, as per Conductor. 

• 38% of UK consumers find new brands via search engines, according to Space and Time. 

While it may not be dead, SEO is evolving.  

Firms that embrace change, invest in quality content, and diversify their digital presence will be best placed to succeed. 

As Andy Jones, senior SEO manager at Unbiased, puts it: 

4 ways to future-proof your visibility 

Here’s how financial advice firms can adapt to the new search landscape: 

1. Go beyond blogs 

Written articles are useful, but they’re not enough. Expand your content mix to include: 

• Interactive tools 

• Explainer videos 

• Infographics 

• Downloadable guides 

This helps you reach different audiences and reduces reliance on any single format. 

2. Build trust with EEAT 

Google’s EEAT framework is more important than ever. To meet these standards: 

• Showcase your qualifications 

• Write with authority and clarity 

• Prioritise accuracy and relevance 

In addition to improving your SEO results, it can also help establish credibility with potential clients. 

3. Aim for AI overview inclusion 

AI overviews are now prime real estate. To appear in them: 

• Structure your content clearly 

• Use concise, direct answers 

• Target high-ranking keywords 

According to Botify and DemandSphere, 75% of websites featured in AI overviews come from the top 12 organic results. 

4. Focus on commercial intent 

Not all traffic is equal.  

AI overviews appear in 59% of informational queries but only 19% of commercial ones, according to Brandastic. 

Prioritise pages that drive revenue, such as service descriptions, landing pages, and contact forms. 

A smarter way to generate leads 

SEO is becoming less predictable. For consistent growth, consider utilising a lead generation platform. 

A lead generation platform connects you with people actively seeking financial advice. It can deliver: 

• Verified, high-intent enquiries 

• Tools to manage and convert leads 

• A scalable, repeatable growth strategy 

This gives you control over your pipeline and helps you reach clients who are ready to act. 

Ready to future-proof your marketing? 

Unbiased is a financial advisory platform that connects people with qualified financial professionals.  

You’ll receive verified, high-intent leads straight to your inbox, along with the tools to convert and grow your business.  

Book a free demo to learn how we can help you scale your business in a repeatable and effective way.