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Attest found that 41% of US consumers don’t trust the information they see on social platforms. ",[1079],{"type":129,"attrs":1080},{"color":12},{"type":18,"content":1082},[1083],{"text":1084,"type":22,"marks":1085},"The solution? UGC. ",[1086],{"type":129,"attrs":1087},{"color":12},{"type":18,"content":1089},[1090],{"text":1091,"type":22,"marks":1092},"UGC, photos, videos, reviews, or posts created by real users feel more authentic and relatable. According to Nosto, 79% of consumers say UGC influences their purchasing decisions. ",[1093],{"type":129,"attrs":1094},{"color":12},{"type":18,"content":1096},[1097],{"text":1098,"type":22,"marks":1099},"At Unbiased, launching UGC campaigns doubled our ROI compared to traditional creative. ",[1100],{"type":129,"attrs":1101},{"color":12},{"type":18,"content":1103},[1104],{"text":1105,"type":22,"marks":1106},"“UGC makes paid social ads feel more authentic and relatable, which has helped drive better engagement and conversions. Trust is one of an RIA firm’s most important assets, and people trust real experiences over polished brand ads.” ",[1107],{"type":129,"attrs":1108},{"color":12},{"type":18,"content":1110},[1111],{"text":1112,"type":22,"marks":1113},"— Marco Fernandes, head of performance marketing at Unbiased ",[1114],{"type":129,"attrs":1115},{"color":12},{"type":846,"attrs":1117,"content":1118},{"level":848},[1119,1125],{"text":1120,"type":22,"marks":1121},"Understand AI’s impact on search",[1122,1123],{"type":38},{"type":129,"attrs":1124},{"color":12},{"text":857,"type":22,"marks":1126},[1127,1128],{"type":38},{"type":129,"attrs":1129},{"color":862},{"type":18,"content":1131},[1132],{"text":1133,"type":22,"marks":1134},"AI is changing how people interact with search engines. Google and Bing now feature AI overviews, summaries that appear at the top of search results, often answering queries without users needing to click through. ",[1135],{"type":129,"attrs":1136},{"color":12},{"type":18,"content":1138},[1139,1143,1152],{"text":947,"type":22,"marks":1140},[1141],{"type":129,"attrs":1142},{"color":12},{"text":1144,"type":22,"marks":1145},"Botify and DemandSphere",[1146,1149,1151],{"type":31,"attrs":1147},{"href":1148,"uuid":34,"anchor":34,"target":821,"linktype":36},"https://lp.botify.com/hubfs/White%20paper/2024/Botify%20x%20DemandSphere%20-%20AI%20Overviews%20Report.pdf",{"type":129,"attrs":1150},{"color":12},{"type":825},{"text":1153,"type":22,"marks":1154},", these overviews take up 42% of desktop and 48% of mobile screens, pushing organic results further down the page. ",[1155],{"type":129,"attrs":1156},{"color":12},{"type":18,"content":1158},[1159],{"text":1160,"type":22,"marks":1161},"This is having a huge impact on RIA firms’ marketing, including:  ",[1162],{"type":129,"attrs":1163},{"color":12},{"type":763,"content":1165},[1166],{"type":766,"content":1167},[1168],{"type":18,"content":1169},[1170,1175,1184],{"text":1171,"type":22,"marks":1172},"Organic clickthrough rates (CTR) dropped from 1.41% to 0.64% year-over-year, according to ",[1173],{"type":129,"attrs":1174},{"color":12},{"text":1176,"type":22,"marks":1177},"Seer Interactive",[1178,1181,1183],{"type":31,"attrs":1179},{"href":1180,"uuid":34,"anchor":34,"target":821,"linktype":36},"https://www.seerinteractive.com/insights/ctr-aio",{"type":129,"attrs":1182},{"color":12},{"type":825},{"text":857,"type":22,"marks":1185},[1186],{"type":129,"attrs":1187},{"color":12},{"type":763,"content":1189},[1190],{"type":766,"content":1191},[1192],{"type":18,"content":1193},[1194],{"text":1195,"type":22,"marks":1196},"High-ranking pages are seeing reduced visibility ",[1197],{"type":129,"attrs":1198},{"color":12},{"type":763,"content":1200},[1201],{"type":766,"content":1202},[1203],{"type":18,"content":1204},[1205],{"text":1206,"type":22,"marks":1207},"SEO is becoming less predictable and more competitive ",[1208],{"type":129,"attrs":1209},{"color":12},{"type":846,"attrs":1211,"content":1212},{"level":848},[1213,1219],{"text":1214,"type":22,"marks":1215},"How to adapt your SEO strategy",[1216,1217],{"type":38},{"type":129,"attrs":1218},{"color":12},{"text":857,"type":22,"marks":1220},[1221],{"type":129,"attrs":1222},{"color":12},{"type":18,"content":1224},[1225],{"text":1226,"type":22,"marks":1227},"To stay visible and drive growth, RIA firms should: ",[1228],{"type":129,"attrs":1229},{"color":12},{"type":763,"content":1231},[1232],{"type":766,"content":1233},[1234],{"type":18,"content":1235},[1236,1242],{"text":1237,"type":22,"marks":1238},"Prioritize commercial pages",[1239,1240],{"type":38},{"type":129,"attrs":1241},{"color":12},{"text":1243,"type":22,"marks":1244},": AI overviews appear more for informational queries (59%) than commercial ones (19%). Focus on landing pages and service content that drives revenue. ",[1245],{"type":129,"attrs":1246},{"color":12},{"type":763,"content":1248},[1249],{"type":766,"content":1250},[1251],{"type":18,"content":1252},[1253,1259],{"text":1254,"type":22,"marks":1255},"Focus on EEAT",[1256,1257],{"type":38},{"type":129,"attrs":1258},{"color":12},{"text":1260,"type":22,"marks":1261},": Google rewards content that demonstrates experience, expertise, authoritativeness, and trustworthiness (EEAT). At Unbiased, using EEAT principles led to a 68% increase in sessions and a 50% rise in conversions. ",[1262],{"type":129,"attrs":1263},{"color":12},{"type":763,"content":1265},[1266],{"type":766,"content":1267},[1268],{"type":18,"content":1269},[1270,1276],{"text":1271,"type":22,"marks":1272},"Diversify content formats",[1273,1274],{"type":38},{"type":129,"attrs":1275},{"color":12},{"text":1277,"type":22,"marks":1278},": Use videos, infographics, tools, and whitepapers to reach different audiences and reduce reliance on one format. ",[1279],{"type":129,"attrs":1280},{"color":12},{"type":763,"content":1282},[1283],{"type":766,"content":1284},[1285],{"type":18,"content":1286},[1287,1293],{"text":1288,"type":22,"marks":1289},"Optimize for AI overviews",[1290,1291],{"type":38},{"type":129,"attrs":1292},{"color":12},{"text":1294,"type":22,"marks":1295},": According to Botify and DemandSphere, 75% of websites featured in AI overviews rank in the top 12 organic positions. That means SEO is still important, but firms need to evolve alongside it to remain competitive.  ",[1296],{"type":129,"attrs":1297},{"color":12},{"type":846,"attrs":1299,"content":1300},{"level":848},[1301,1307],{"text":1302,"type":22,"marks":1303},"Why this matters for your firm",[1304,1305],{"type":38},{"type":129,"attrs":1306},{"color":12},{"text":857,"type":22,"marks":1308},[1309],{"type":129,"attrs":1310},{"color":12},{"type":18,"content":1312},[1313],{"text":1314,"type":22,"marks":1315},"Digital marketing in 2025 is more complex. Firms that adapt quickly will: ",[1316],{"type":129,"attrs":1317},{"color":12},{"type":763,"content":1319},[1320],{"type":766,"content":1321},[1322],{"type":18,"content":1323},[1324],{"text":1325,"type":22,"marks":1326},"Reach more clients across more channels ",[1327],{"type":129,"attrs":1328},{"color":12},{"type":763,"content":1330},[1331],{"type":766,"content":1332},[1333],{"type":18,"content":1334},[1335],{"text":1336,"type":22,"marks":1337},"Build stronger brand trust and engagement ",[1338],{"type":129,"attrs":1339},{"color":12},{"type":763,"content":1341},[1342],{"type":766,"content":1343},[1344],{"type":18,"content":1345},[1346],{"text":1347,"type":22,"marks":1348},"Drive predictable, scalable growth ",[1349],{"type":129,"attrs":1350},{"color":12},{"type":18,"content":1352},[1353],{"text":1354,"type":22,"marks":1355},"But navigating this landscape requires the right tools and partners. ",[1356],{"type":129,"attrs":1357},{"color":12},{"type":846,"attrs":1359,"content":1360},{"level":848},[1361,1367],{"text":1362,"type":22,"marks":1363},"Work with Unbiased",[1364,1365],{"type":38},{"type":129,"attrs":1366},{"color":12},{"text":857,"type":22,"marks":1368},[1369,1370],{"type":38},{"type":129,"attrs":1371},{"color":862},{"type":18,"content":1373},[1374],{"text":1375,"type":22,"marks":1376},"Unbiased is a financial advisory platform that matches people with qualified financial professionals.  ",[1377],{"type":129,"attrs":1378},{"color":12},{"type":18,"content":1380},[1381],{"text":1382,"type":22,"marks":1383},"For RIA firms looking to scale their business, Unbiased offers predictable growth, sending validated and verified leads straight to your inbox: no changing tactics, no auction, no surprises.  ",[1384],{"type":129,"attrs":1385},{"color":12},{"type":18,"content":1387},[1388],{"text":1389,"type":22,"marks":1390},"Unlike other lead generation platforms, Unbiased never sells a lead more than once, meaning the leads you receive are exclusive to your firm.  ",[1391],{"type":129,"attrs":1392},{"color":12},{"type":18,"content":1394},[1395],{"text":1396,"type":22,"marks":1397},"Book a free demo today and learn how Unbiased can help you scale your business in a repeatable and effective way with a steady stream of new clients.   ",[1398],{"type":129,"attrs":1399},{"color":12},{"type":18,"content":1401},[1402,1412],{"text":1403,"type":22,"marks":1404},"Contact us today",[1405,1408,1409,1411],{"type":31,"attrs":1406},{"href":1407,"uuid":34,"anchor":34,"target":821,"linktype":36},"https://5ht59.share.hsforms.com/2EuO4Bf16RUSe9XvC1Att4w",{"type":38},{"type":129,"attrs":1410},{"color":12},{"type":825},{"text":1413,"type":22,"marks":1414},"   ",[1415],{"type":129,"attrs":1416},{"color":12},"article-rich-text",[1419],{"_uid":1420,"image":1421,"title":1425,"subtitle":12,"component":1451,"breadcrumbs":558},"7258534c-6542-4ae2-bfde-cd263bf80204",{"id":1422,"alt":12,"name":12,"focus":12,"title":12,"source":12,"filename":1423,"copyright":12,"fieldtype":799,"meta_data":1424,"is_external_url":543},68864845436495,"https://a.storyblok.com/f/185166/1200x800/bcd47dd0bf/digital-marketing-in-2025-how-rias-can-stay-ahead.png",{},{"type":15,"content":1426},[1427],{"type":18,"content":1428},[1429,1434,1442,1447],{"text":1430,"type":22,"marks":1431},"A ",[1432],{"type":129,"attrs":1433},{"color":12},{"text":1435,"type":22,"marks":1436},"new era of digital marketing",[1437,1440],{"type":25,"attrs":1438},{"class":1439},"primary-gradient",{"type":129,"attrs":1441},{"color":12},{"text":1443,"type":22,"marks":1444},": how RIA firms can stay ahead",[1445],{"type":129,"attrs":1446},{"color":12},{"text":857,"type":22,"marks":1448},[1449],{"type":129,"attrs":1450},{"color":862},"app-hero",{"name":1453,"created_at":1454,"published_at":1455,"updated_at":1456,"id":1457,"uuid":1458,"content":1459,"slug":1469,"full_slug":1470,"sort_by_date":34,"position":1471,"tag_list":1472,"is_startpage":543,"parent_id":1473,"meta_data":34,"group_id":1474,"first_published_at":1475,"release_id":34,"lang":730,"path":34,"alternates":1476,"default_full_slug":34,"translated_slugs":34,"_stopResolving":558},"Rachel Carey","2023-03-28T10:05:08.718Z","2025-01-28T12:05:49.815Z","2025-01-28T12:05:49.832Z",283076789,"b4ce951f-89c7-4ef6-97a8-709dc6d856e1",{"job":1460,"_uid":1461,"name":1453,"image":1462,"component":1465,"education":1466,"expertise":1467,"description":1468},"Senior Content Writer","a6e3129c-eeee-4438-8204-797883981521",{"id":1463,"alt":12,"name":12,"focus":12,"title":12,"filename":1464,"copyright":12,"fieldtype":799,"is_external_url":543},7792663,"https://a.storyblok.com/f/185166/1199x1257/2401746255/rachel-carey.jpg","article-author","Griffith College Dublin, MA (Hons) in Journalism & Media Communications","Rachel brings over a decade of experience in media, including SEO content writing, marketing, public relations, and broadcast and print journalism.","Rachel is a Senior Content Writer at Unbiased, producing content across a range of different sectors, including personal finance, retirement, and investing. She specializes in simplifying intricate financial terms into clear, engaging content tailored for both B2C and B2B audiences.","rachel-carey","authors/rachel-carey",-10,[],224651374,"024abff2-15a6-4099-8ba2-25c01abe42e8","2023-04-03T07:50:42.397Z",[],[1478],{"_uid":1479,"body":1480,"title":12,"component":1481},"628318e0-01e9-4c44-8673-bc4675b4f2b9",[],"app-links-list",{"_uid":1483,"title":1484,"plugin":1485,"og_image":12,"og_title":12,"description":1486,"twitter_image":12,"twitter_title":12,"og_description":12,"twitter_description":12},"91b52988-050b-4ddc-9506-41f9f03e5e6d","A new era of digital marketing: how RIA firms can stay ahead ","seo_metatags","In a competitive market, growth-focused firms need to be proactive in their approach to digital marketing, which means learning to deal with the curveballs it continually throws. Discover some of the recent digital marketing changes and how your firm should adapt. 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