SEO strategies, traditionally essential in marketing for financial services, are now outdated as focus shifts to Generative Engine Optimization (GEO). Firm visibility is increasingly reliant on being a trusted source for AI assistants. Success metrics have changed, emphasizing model relevance over traditional SEO rankings. In asset management, the ability for AIs to cite specific funds or reports is crucial. Retail banking now requires a shift towards conversational content to align with longer, more detailed queries of users leveraging large language models.
The digital playbook that has governed Wall Street's marketing efforts for the last 20 years, an $80 billion industry known as Search Engine Optimization (SEO), is now obsolete.
The goal is no longer to achieve a high ranking but to gain 'model relevance,' meaning being the trusted source cited within an AI's direct answer.
A marketing team's success will no longer be measured by clicks to a mutual fund's landing page; it requires a strategy focused on getting fund commentary and insights into AI ecosystems.
For product managers, the focus must shift from keyword-based web copy to comprehensive, conversational content, as user queries in large language models are significantly longer.
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