Questions advisors ask

Do advisor websites need SEO and AEO now?

Do advisor websites need SEO and AEO now?

Do advisor websites need SEO and AEO now?

Yes. Prospects now ask ChatGPT, Perplexity and Google's AI answers which advisors to consider, and those tools quote websites that answer questions plainly. In the Brand Index, none of the eight advisor sites had FAQ schema, the markup that helps a machine lift an answer.

Yes. Prospects now ask ChatGPT, Perplexity and Google's AI answers which advisors to consider, and those tools quote websites that answer questions plainly. In the Brand Index, none of the eight advisor sites had FAQ schema, the markup that helps a machine lift an answer.

By Josh Passler, former financial advisor. Published October 21, 2026.

What AEO means

AEO is answer engine optimization. SEO helps you rank in a list of links. AEO helps an AI tool quote you in its answer. Both reward the same thing: clear pages that say who you serve and answer real questions.

What the eight sites missed

All eight had meta descriptions, so the basic plugins worked. Only three had a single main heading. About a third of homepage images had no alt text. None had FAQ schema.

What to fix first

Say who you serve and where, in plain words, on the homepage. Give each service its own page. Answer the questions clients ask you on first calls, one page per question. Get listed where AI tools look, like your directory profiles and Google Business Profile.

What not to do

Don’t publish dozens of thin posts. AI tools cite pages with real answers and real numbers.

Next step: Request a free audit

Next

Cover your logo. Could your homepage belong to the firm down the street?

Cover your logo. Could your homepage belong to the firm down the street?

Cover your logo. Could your homepage belong to the firm down the street?

Show me where I stand

30 minutes. I’ll walk you through what prospects see and where they drop off.