How to Create Content That Shows Up in Google and AI Search

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Key Takeaways

• People search differently in AI than they do in Google. AI searches are longer, more conversational, and include personal context.

• SEO still matters—but it's no longer enough on its own. Your content should be optimized for both Google and AI search.

• Answer real client questions. Content that addresses specific situations is more likely to appear in both search results and AI-generated answers.

• Write like you talk. Conversational, helpful content mirrors how people interact with AI and builds trust with readers.

• Focus on people, not algorithms. The businesses that provide the most useful answers will be the ones clients find, regardless of how they search.

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Over the last couple of weeks, I've been researching VRBOs, restaurants, hotels, tours, and all kinds of stuff for a trip my sister and I are planning in the fall. We were lucky enough to do this last year: we can both work from anywhere, so we pick a location we'd like to explore, book a "home base," and spend a few weeks working, touring, and - let's be honest - eating.

Our trip last fall was a raging success. We went to St. Simon's Island in Georgia where we split our time shopping, working, eating seafood, and touring St. Augustine and Savannah for a few days sprinkled in there.

So, as I was researching this next trip, I had a baseline. I knew what we liked and what we would hope to experience again. And as I was looking for the things we might need, I noticed that the way I was searching was completely different from even a year ago.

My Google search hadn't changed much. While I searched for hotels, restaurants, and tours, most of my searches were along the lines of "best restaurants in ________."

But my AI search was completely different. And much more detailed.

"Give me some ideas for towns to stay in in New England. My sister and I loved St. Simon's Island - especially the town and the walkability. We love historical tours, art, and good food. We would also like some options for towns near water."

That's not a search. That's a discussion.

And it represents one of the biggest changes happening in digital marketing today.

We're Asking Better Questions in an AI Search

For more than two decades, Google trained us to think in keywords.

We learned to shorten our questions because search engines worked better that way. Instead of asking, "Where can I find a financial advisor who specializes in helping women business owners prepare for retirement?" we'd type:

• retirement advisor women business owners

• retirement planning Denver

• financial advisor near me

AI doesn't require us to think that way anymore. Instead of reducing our thoughts to a handful of keywords, we naturally describe our situation, provide context, explain what we're trying to accomplish, compare different options, and even share our personal preferences.

The experience feels much more like asking a trusted friend for advice than typing a query into a search engine, and that's changing the way people discover businesses online.

What That Means for Financial Advisors

Imagine someone is looking for a financial advisor. A traditional Google search might be:

• Financial advisor near me

• Retirement planner Denver

• Fiduciary financial advisor

But an AI search is much more likely to sound like this:

"I'm 57, own a small business, hope to retire in seven years, and my biggest concern is paying too much in taxes. I don't need someone who picks stocks—I want someone who helps me make smarter financial decisions. Who should I talk to?"

Or:

"My wife and I have accumulated a good amount for retirement, but we're worried about healthcare costs, helping our adult children, and making sure we don't outlive our money. What type of financial advisor specializes in this?"

The problem is that if your website only says, "We provide comprehensive financial planning," AI has very little context to connect your business to those questions.

Your Marketing Needs to Speak Human

This shift is exactly why simply ranking for a handful of keywords isn't enough anymore. Your website should answer the real questions your ideal clients are asking, your blogs should address the specific situations they're experiencing, and your content should sound like the conversations you have with clients every day.

The more your content reflects how people naturally seek advice, the more likely it is to resonate with both your audience and the AI tools they're increasingly using to find answers.

Instead of writing only about "Retirement Planning," write articles like:

• How do I know if I can retire at 60?

• Should I pay off my mortgage before retirement?

• We have plenty saved, so why does retirement still feel stressful?

• How do I help aging parents without sacrificing my own retirement?

• What happens if I inherit money in my 50s?

The more your content reflects those conversations, the easier it becomes for AI to understand when your expertise matches someone's needs.

None of this means SEO is dead—Google is still an essential way people find local businesses, compare firms, and research their options. But today, successful marketing requires optimizing for both traditional search engines and AI-powered search. By creating content that ranks well in Google while also giving AI enough context to understand who you help, what problems you solve, and why you're the right fit, you'll be better positioned to reach potential clients wherever they're searching.

The Future Belongs to Businesses That Answer Questions

The biggest shift isn't the technology itself—it's the way people search for information. Instead of typing a few keywords and clicking through a list of websites, people are asking detailed questions, looking for personalized guidance, and expecting recommendations tailored to their unique situation. That's good news for financial advisors because helping people navigate life's questions has always been at the heart of financial planning.

To be visible in both Google and AI search, your content should:

• Answer real client questions, not just target keywords.

• Address specific life situations your ideal clients experience.

• Sound conversational and authentic, like the discussions you have in client meetings.

• Demonstrate your expertise through practical, helpful advice rather than generic marketing copy.

The firms that consistently create content this way won't just improve their visibility in traditional search engines; they'll also be more likely to appear in AI-generated recommendations.

Ultimately, the goal isn't to write for an algorithm. It's to create genuinely helpful content that answers the questions your future clients are already asking, no matter where they're searching.