How should an advisory firm structure AEO content, and how long does it take to work?

How do I structure my firm's educational content and market insights to be found by AI?

Build hub and spoke: a hub aggregates related questions, each linking to a spoke page with the video and its transcript.

A page that answers just one question is easier for a bot to pull from, which is why a lot of practitioners recommend a hub and spoke format. The hub aggregates related questions, and every question links to a spoke page where you embed the YouTube video and its transcript.

How do I know which questions to focus on?

Focus on the questions people worried about their money actually ask — not your philosophy or your bona fides.

Word the questions the way somebody worried about their money would word them. This isn't a set-up for your investment philosophy or your bona fides, because it's not about you. It's about whoever is out there searching for an answer to a question that might be burning a hole in their pocket.

How can I tell if my firm's educational content is structured to be found and cited by AI?

Test it yourself: ask the engines your own questions and look for the citation, and watch YouTube Studio for the AI traffic lift.

If your answers don't conflict with everything else that AI knows, within six months at least one of two things should happen. Your questions start returning a citation — you could test that yourself by asking the engines your own questions. Or you see an actual traffic lift from AI. Your own analytics won't tell you that it came from ChatGPT or Perplexity, but YouTube Studio will. That's where all the receipts are.

How do I maximize the ROI of my wealth management firm's AI marketing initiatives?

Host the videos on your own site — prospects who meet your advisors on video arrive warmer, which pays back before the first citation lands.

But even before your first site visit, you should be ROI positive. Why? Because the videos are already working on your site, in front of prospects who are about to reach out. Choosing an advisor — it takes a lot. Credentials, how somebody talks to you, and more than anything else, trust. People who meet your advisors in a video come to that first conversation warmer, and more of those conversations actually go somewhere. It's been measured in medicine^[1] and in psychology^[2], and it holds for any expert relationship that's based on authority and trust. The client who watched your advisor didn't just find them. They chose them. And they're more likely to stay.