You may have seen the recent Wall Street Journal article highlighting how some marketing firms are increasingly showing up in AI-generated responses, particularly in tools like ChatGPT and Google’s Gemini. One firm, First Page Sage, was specifically named as appearing frequently when users ask for recommendations about SEO or digital marketing.
The article identified First Page Sage as a leading authority on Generative Engine Optimization (GEO) – the practice of shaping your online presence to influence what AI chatbots recommend.
What it didn’t cover in detail is how some firms achieve that visibility. As SEO practitioners, we’ve seen one tactic used repeatedly: publishing industry-specific listicles that rank their own firm at the top. It’s a strategy that works – but for financial advisors, it raises serious questions about compliance, credibility, and fit.
So how does that kind of AI visibility actually happen? Some companies build long-term authority through consistent, educational content. Others take a more direct route – publishing content specifically designed to influence what AI tools see and summarize.
One of the most visible examples is a tactic used by many SEO agencies, including First Page Sage: publishing list-style blog posts that rank their own firm – and sometimes their clients – as the top option in a given category. It’s a fast way to generate visibility. And yes – it works. But it also raises important questions, especially for professionals in regulated industries like financial services.
The Strategy Behind the Buzz: Listicles and Self-Ranking
This tactic is often referred to as listicle-based self-ranking. The approach is simple on the surface: a marketing agency publishes a blog post titled something like:
- “Top SEO Agencies for [Industry] in 2026”
- “Best B2B Marketing Firms for SaaS Companies”
- “Top SEO Firms for Private Equity”
The agency then places itself at the top of the list, often followed by a few competitors or partner firms to give the article a sense of balance or credibility.
These posts are usually formatted like rankings, complete with comparison tables, scoring systems, or service overviews. But they’re not third-party reviews – they’re self-authored and self-promotional.
First Page Sage uses this approach across dozens of industries, including telecom, private equity, SaaS, law, healthcare, investment banking, and financial planning. In each case, they publish the article and place themselves at the top.
To be clear: this strategy works.
- It creates content that ranks for high-intent search terms
- It helps influence AI tools, which sometimes scrape or summarize structured content
- It reinforces the agency’s own authority – even when the content is self-published
But while it’s effective for visibility, it’s not without issues – especially when applied in industries where compliance, transparency, and ethical marketing are essential.
Why Advisors Can’t and Shouldn’t Use This Approach
For SEO agencies and marketing firms, self-authored listicles might be fair game. But for financial advisors, the rules and the expectations are different.
Compliance first
Financial advisors operate under strict marketing regulations enforced by the SEC and FINRA. Those guidelines are clear on one key point: you cannot make misleading claims about your services – and that includes ranking yourself as “number one” without objective, verifiable evidence.
Publishing a blog post that says, “Top Financial Advisors in [City],” and placing yourself at the top – especially without disclosing that you wrote the article – isn’t just frowned upon. It could be a direct compliance violation.
Perception matters, too
Beyond compliance, there’s a matter of trust.
When prospective clients see a blog post that positions a firm as the “best,” they may not realize it was self-authored. That erodes trust when it’s discovered – and in a profession built on credibility, transparency matters.
In our experience, high-net-worth clients don’t respond to self-promotion. They’re looking for advisors who educate, communicate clearly, and put client needs first – not those who try to win the algorithm.
The bottom line
Even if self-ranking tactics influence AI, they’re not a fit for financial professionals. The reputational and regulatory risks far outweigh any short-term visibility gains.
These tactics are well known throughout the SEO industry, and we’ve seen them used – often effectively – by agencies across a variety of industries. In many cases, these firms don’t work in regulated spaces, which means their strategies aren’t built with compliance in mind.
So far, we haven’t seen this kind of self-ranking content from agencies that specialize in financial advisor marketing. That may change – but it also highlights an important consideration: working with a firm that understands your industry isn’t just a bonus – it’s a safeguard.
To be clear, this isn’t about discrediting First Page Sage or their results. By all appearances, they’re a capable agency with a clear understanding of how AI-driven search is evolving.
But for financial advisors, the marketing strategies that work for generalist firms often don’t translate. Compliance, reputation, and client expectations call for a fundamentally different approach.
And there’s something else to consider: when a firm builds its reputation using self-promotional tactics like listicles, it may not be focused on – or experienced in – the kinds of strategies that actually work for advisors.
Financial marketing requires a different playbook: education over ego, trust over traffic, and visibility that leads to real conversations – not just AI mentions.
That’s why we’ve chosen a different path. One grounded in trust, transparency, and long-term credibility.
GEO and AI visibility can work for advisors – but only when approached with the right strategy.
What GEO Looks Like for Financial Advisors
Advisors shouldn’t have to choose between staying compliant and staying visible. GEO is absolutely relevant to financial professionals – but only when it’s approached with the same care and clarity you bring to your client relationships.
That’s where industry specialization matters. A generic marketing firm may know how to get your name into a chatbot – but do they know what you’re allowed to say? How your audience actually searches? What’s going to pass compliance review?
We do. And we believe your visibility strategy should reflect the same values that define your practice: trust, transparency, and long-term thinking.
The Bottom Line for Financial Advisors
If you’ve seen the headlines or read the Wall Street Journal article, you’re right to be curious. AI tools are changing how people find and evaluate businesses — including financial professionals.
And yes, some firms have figured out how to show up in those answers by ranking themselves at the top of self-authored lists. It’s a clever move – but it’s not the right fit for a profession built on fiduciary duty, regulatory trust, and personal relationships.
Financial advisors need visibility strategies that work within the realities of compliance – strategies that build authority without hype, and reach prospects without risking reputation.
That’s the work we do every day.
If you’re ready to pursue long-term visibility – the kind that shows up in AI tools and builds trust with the clients you want to serve – let’s talk.
GEO Frequently Asked Questions
1. What is Generative Engine Optimization (GEO)?
GEO is the practice of optimizing your digital presence so that AI tools – like ChatGPT or Google Gemini – are more likely to mention or recommend your business in response to user prompts. It’s similar to SEO, but tailored for AI-driven platforms.
2. Is it ethical to publish listicles that rank your own firm as #1?
That depends on your industry. In unregulated spaces, it’s a common tactic. But in professions like financial advising, self-ranking without clear disclosures can mislead readers and raise compliance concerns.
3. Can financial advisors use GEO strategies effectively?
Yes – but the approach needs to be different. Advisors should focus on building AI-ready, educational content that aligns with industry compliance standards. The goal is trust, not hype.
4. What’s the risk of working with a generalist marketing agency?
Generalist agencies may apply tactics that work well in other industries but don’t meet financial compliance standards. That can lead to content that’s ineffective – or even noncompliant. Working with a partner who understands financial marketing helps you avoid those pitfalls.
Brent is the Principal and founder of Advisor Rankings - a specialized SEO and AI search optimization agency dedicated to helping independent financial advisors strengthen authority, boost traffic, and attract high-quality leads online.
