Google and Bing have introduced AI overviews, summaries that pull information from multiple sources and display it directly in search results. These overviews take up 42% of the screen on desktop and 48% on mobile, reducing the need for users to click through to websites.
The result? Fewer clicks, lower visibility, and rising cost-per-acquisition (CPA) for firms relying on search engine optimization (SEO).
According to Ahrefs, 63% of websites now receive traffic from AI sources, with ChatGPT accounting for half of that. At Unbiased, traffic from AI sources grew by 920% between February 2024 and February 2025.
With AI-generated answers, zero-click search results, and declining organic visibility, SEO is no longer the reliable growth engine it once was.
Here’s what RIA firms need to know to stay competitive in the AI era.
AI-generated content: How should it be used?
AI tools make it easier than ever to produce content at scale. But there’s a catch.
Amazon Web Services (AWS) estimates that 57% of all online content is now AI-generated or AI-translated. While this can boost efficiency, it also risks lowering content quality, and search engines are taking notice.
To rank well, content must be original, valuable, and written with expertise.
Overusing AI-generated content can lead to declining rankings and reduced visibility, especially as search engines crack down on low-quality material.
Is SEO dead?
Despite the challenges, SEO is far from dead:
- Google still handles 22 billion searches daily, according to HubSpot.
- 27% of finance industry traffic comes from organic search, according to Conductor.
- 42% of US consumers start their online shopping journey with a search engine, according to Jungle Scout.
SEO remains a vital channel for driving leads and revenue. But it’s no longer enough to rely on old tactics.
To stay competitive, RIA firms must evolve their SEO strategies to align with the new AI-driven landscape.
How to future-proof your SEO strategy
To thrive in the new SEO work, RIA firms need to adapt.
Here are five ways to future-proof your SEO strategy:
1. Diversify your content
Don’t rely solely on blog posts. Expand your content mix to include:
- Interactive tools
- Whitepapers
- Videos
- Infographics
This not only improves engagement but also protects your visibility. If search algorithms change again in the future, you’re prepared.
2. Focus on EEAT
Google uses the EEAT framework, experience, expertise, authoritativeness, and trustworthiness, to evaluate content quality.
To meet these standards:
- Showcase your credentials
- Write with authority
- Prioritise accuracy and relevance
At Unbiased, implementing the experience, expertise, authoritativeness, and trustworthiness (EEAT) framework has led to up to a 68% increase in sessions and a 50% rise in conversions for some articles.
3. Optimise for AI overviews
AI overviews are here to stay, so you need to know how to ensure you appear in them. It’s best to:
- Aim for the top 12 organic positions
- Use clear, concise answers in your content
- Structure your pages with headings and FAQs
According to Botify and DemandSphere, 75% of websites cited in AI overviews come from the top 12 organic results.
4. Prioritise commercial content
Not all traffic is equal.
Focus on pages that drive revenue, such as landing pages and service descriptions.
According to Brandastic, AI overviews appear in 59% of informational queries but only 19% of commercial ones.
This means commercial content is less likely to be displaced by AI summaries.
5. Use a lead generation platform
With SEO becoming less predictable, a lead generation platform offers stability.
They can deliver high-intent leads at a fixed cost, helping you:
- Maintain consistent growth
- Reduce reliance on volatile channels
- Focus on converting, not just attracting, leads
What does SEO in an AI world mean for your firm?
AI is reshaping the digital landscape.
To succeed in this new era, RIA firms must:
- Embrace change
- Invest in high-quality, expert-driven content
- Diversify their digital presence
- Optimize for AI-driven search experiences
As Andy Jones, senior SEO manager at Unbiased, puts it:
“While AI is transforming the search landscape, SEO remains a powerful tool. The key to success in 2025 is adaptability. Firms that focus on high-quality, expert-driven content, diversify their digital presence, and optimize for AI-driven search experiences will not only survive but thrive in this evolving era.”
How Unbiased can help
Unbiased is a financial advisory platform that connects people with qualified financial professionals.
For RIA firms, we deliver verified, high-intent leads straight to your inbox, giving you the tools to convert and grow your business.
Our scalable platform helps you:
- Reduce acquisition costs
- Improve lead quality
- Focus on what matters, providing expert advice
Book a free demo to learn how we can help you scale your business in a repeatable and effective way.