How can AI search bring you adviser enquiries?

Choose whose question you are answering

A business selling services to advisers needs to answer advisers’ business questions. An advice firm looking for personal clients needs to address the questions those prospective clients ask. These are different audiences, even when both use AI search.

For adviser-facing services, a focused page about preparing a paraplanning brief can be more relevant than a general article about the future of AI. Decide what the reader is trying to accomplish and what part of that task your experience helps them understand.

Give the reader something specific to use

Google’s guidance prioritises original, useful material and established search practices. It says special AI markup and llms.txt are not needed for its generative search features. Our suggested editorial response is a clear answer followed by an explanation, a practical comparison or an example with its assumptions stated.

A comparison based on your actual process is stronger evidence of your expertise than an unsupported claim to be “the best”. Use permissioned examples from your own work when available. Clearly label illustrative examples, and do not present supplier marketing as independently tested performance.

Source: Google: optimising for generative AI search ↗

Make the pages accessible to search systems

Important content should be readable without signing in and linked from the rest of the site. Descriptive page titles, stable URLs, canonical links and an XML sitemap help keep the publication understandable and discoverable. Ordinary search eligibility is still part of the foundation.

For ChatGPT Search, OpenAI documents OAI-SearchBot as its search crawler. Its training crawler, GPTBot, is controlled separately. The site owner should review crawler access and hosting controls when launching; allowing access does not promise inclusion in an answer.

Source: OpenAI: crawler roles and access controls ↗

Give interested readers a relevant next step

A guide about AI in meeting notes should lead to practical support with that workflow. An advice firm’s consumer education should lead to the relevant advice service. Explain who provides the service and what an initial enquiry should contain.

Keep the first step proportionate. A business name, work email and a short description of the requirement can be enough to begin a discussion. Do not request client files or detailed personal financial information through a general marketing enquiry.

Measure citations, visits and enquiries separately

Bing’s AI Performance reporting distinguishes citation activity and the queries used to find supporting material. Treat that visibility as one signal. Record referral visits where available, relevant enquiries and the eventual commercial outcome separately.

A useful enquiry record includes the page or topic that prompted contact, what the firm needs and how it heard about you. Referral data will not capture every influence, so leave room for the prospect’s own account. No citation volume, lead volume or timetable is guaranteed.

Source: Bing: AI Performance reporting ↗