- Google introduced AI Overviews in May 2024, leading to significant drops in website traffic for firms like District Capital Management, which saw visits fall from 31,800 to 16,500.
- Traditional SEO strategies are becoming less effective due to the rise of zero-click search results and AI summaries, making credibility and high-quality content crucial.
- Advisors are adapting by focusing on niche markets and using targeted strategies like localized search optimization, with positive results noted by firms like Iconoclastic Capital Management.
- New approaches emphasize LLM engine optimization (LEO) and generative engine optimization (GEO), utilizing clear, user-focused content that AI can easily process.
- Engagement through Q&A formats and niche-focused content remains valuable, as AI may reference such materials in recommendations even without direct human traffic to the articles.