Key Takeaways
Old SEO strategies for asset managers are becoming outdated in 2025 – particularly due to the rise of AI-powered search (e.g. Google’s AI Mode).
I see many wealth managers and other financial firms getting left behind in this shifting landscape. They assume what “worked” before will continue to work now.
That’s bad news for them – but great for you. It could leave space open for you to take some nice “real estate” in the search engines.
Below, I’m going to share some SEO best practices for asset managers in 2025 based on my 10 years’ experience as a marketer in these spheres.
Here’s a snapshot of what lies ahead:
- Old SEO tactics are fading in 2025, especially with the rise of Google’s AI Overviews and AI-driven search.
- Wealth & asset managers risk falling behind if they rely on outdated “blue link” SEO strategies.
- AI Overviews reduce clicks by ~34%, making it crucial to optimise for AI engines as well as Google.
- Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) are now core to SEO for fund managers.
- Diversified content formats matter – visibility now depends on activity across platforms like YouTube, LinkedIn, Reddit and Quora (not just blogs).
- Audience & compliance differ by sector:
- Wealth managers → focus on HNWI, local SEO, and trust-building.
- Asset managers → target global institutions, authority backlinks, and corporate positioning.
- Fund managers → need technical keywords, structured data, and compliance-proof content.
- E-E-A-T is non-negotiable: content must demonstrate experience, expertise, authority, and trustworthiness, given the YMYL nature of finance.
- Regular updates are critical: stale or non-compliant content can harm rankings and credibility.
Apply these strategies to turn your digital presence into a trust engine that stands out in the crowd.
Want actionable details and step-by-step playbooks?
Dive deeper into the full guide and drive your SEO forward in 2025.
SEO For Wealth Management – What’s Special?
Wealth manager SEO is quite different from the generic SEO talked about more widely on the internet.
Your audience, sales funnel and value propositions are unique. Moreover, the wealth management industry is highly regulated – potentially restricting how you structure the “3 Cs” of SEO (Content, Code and Credibility).
Before discussing SEO strategies for asset managers, let’s expand on this briefly – so you can operate more efficiently (perhaps with a wealth management SEO company).
High-Net-Worth Audience
Asset managers are usually seeking to target affluent individuals, families and sometimes institutions. You’re not after a wide audience.
The implication: SEO best practice for fund managers usually involves having a narrow keyword focus (e.g. “wealth management London”).
This can make keyword research difficult. The monthly search volumes for your target keyword(s) may not be high enough to show up in tools like Semrush or Ahrefs.
However, that doesn’t mean there isn’t a HNW audience looking for wealth management.
Long Sales Cycles
Suppose someone discovers your wealth management website in Google search. Are they likely to fill out your contact form after reading just one blog?
Asset management isn’t the same as ecommerce. It’s very hard to get a “purchase” after just a few clicks.
Here, it’s important to remember the “Three Ts” framework in SEO for wealth management:
- Time: Your audience has more information to consider before purchase (takes longer to work through the sales funnel compared to, say, online retail).
- Treasure: The stakes are higher than lower-cost purchases (e.g. life savings, interests of influential fund stakeholders etc).
- Trust: Asset management relies on strong, long-lasting relationships – involving a lot of trust. You may need to go beyond the 7-11-4 Rule to close a deal.
Regulation
SEO for wealth management needs to operate within a strict compliance framework:
- FCA in the UK
- ASIC in Australia
- SEC in the US
- MAS in Singapore
- And more
This can lead to slower content production times. Everything needs to be accurate, balanced and approved before publication (e.g. blog articles).
It’s worth bearing this in mind before charging ahead with an SEO strategy. Make sure it is realistic in light of compliance requirements, beforehand.
SEO Trends For Fund Managers (2025)
Google, Bing and LLMs (large language models) like ChatGPT are reshaping the SEO landscape for fund managers in 2025.
What worked a year ago may not work today. That’s a key reason to consider working with a wealth management SEO company – it helps you keep your ear to the ground, and adapt.
Here’s a summary of what’s changing in 2025:
AI-Infused SERPs
In May 2024, Google started introducing AI Overviews in search results.
These comprised about 7% of search results at the time, but now appear in more than a fifth of cases.
The implications are significant. AI Overviews reduce the need for the user to click through to an asset manager’s website.
Indeed, Ahrefs estimates that this change to Google has reduced clicks by 34.5% – presenting both an opportunity and a challenge for asset managers.
Answer Engine Optimisation (AEO)
Traditional SEO used to focus on getting a website to appear in the “top 10” search results (or “blue links”) for a target keyword. This involved crafting content in a different style – often long form.
Now, in 2025, users are increasingly turning to the likes of ChatGPT or Gemini to answer questions they previously asked Google’s traditional search engine.
These AI-powered platforms like to “package” these answers in a particular way – i.e. conversational, less jargon-heavy and front-loaded.
This is where many asset managers are likely to struggle with their SEO. Many of them like to write content in an academic fashion.
However, to get surfaced in generative AI platforms like ChatGPT, you need to factor AI chatbots into your SEO strategy.
Content & Format Diversification
Traditional Google Search is no longer the only game in town when it comes to SEO. You’re now competing with other asset managers in:
- Google AI Overviews & AI Mode
- Perplexity
- Claude
- ChatGPT
- Grok
- And others
Where do these AI-powered platforms get the data for the answers they provide to users?
According to a study by Profound, the top 10 sources relied upon by these models include:
- YouTube
- Yelp
- Quora
- Wikipedia
The takeaway? SEO for wealth management is no longer just about writing a decent blog post and hoping Google picks it up in its search results.
There are now other players in town. That means diversifying onto multiple platforms (e.g. Reddit), being active and valuable there, and considering other content formats (e.g. video).
SEO Best Practices For Investment Managers
The core best SEO practices for investment managers include: publishing high-quality content for their target audience, building backlinks to it, and following on-page SEO principles (e.g. schema markup, fast page loading speed). However, there are some key differences between asset managers, wealth managers and fund managers that affect their SEO strategies.
SEO Best Practices For Asset Managers
Asset management firms typically target institutional, global clients (e.g. sovereign wealth funds and pension funds). Their target keywords are likely to be lower in search volume, but also highly corporate and competitive. Local SEO is less important, with backlinks focused more on websites belonging to the financial press and professional associations.
SEO Best Practices for Wealth Managers
Wealth managers are more B2C focused due to their work with high-net-worth individuals (HNWI) and families. Local SEO is usually more important than for asset managers, and keywords lean towards the themes of personal finance and high-net-worth issues (e.g. intergenerational financial planning). Trust-building content is key, such as downloadable estate planning guides.
SEO Strategies for Fund Managers
Fund managers are usually seeking institutional investors, sophisticated retail investors and analysts. Their target keywords might be more technical (e.g. UCITS fund performance 2025). To gain visibility in finance panels and fund listings (e.g. Google Finance), fund manager SEO needs strong on-site structured data/schema. SEO cycles may be longer due to heavy compliance hurdles on publishing.
“E-E-A-T” & SEO for Investment Management
A High Bar
Google wants to surface the best possible content, to the right user, at the right time. To achieve this, they use the E-E-A-T Framework when evaluating an investment manager’s new page/post:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
This is particularly vital in SEO for fund managers, wealth managers and asset managers, because Google views this as a YMYL area (“Your Money, Your Life”).
In short – the quality standard is higher for investment managers when it comes to ranking in search engines. Your content needs to be truly excellent to have a chance of appearing.
Here are some tips to improve your chances.
SEO Tips for Investment Managers
Consider leaning into content formats that signal your E-E-A-T credentials: e.g. fund strategy whitepapers, regulatory updates on industry changes, in-depth FAQ sections and comprehensive resources to target institutional/HNWI intent (e.g. “ESG Funds In 2025: Looking Under the Hood”).
Make sure your content is well structured – e.g. clear headings, bulleted lists and short paragraphs – to aid readability. Front-load the “meat” of your content so users can find it quickly (this helps you win featured snippets nd AI overview positions).
Keep Content Fresh, Accurate and Compliant
Stale information is a red flag in asset management, where regulations and products change fast. To satisfy Google, follow these SEO best practices:
- Schedule quarterly reviews for all insights, product pages and resources.
- Document sources and regulatory references within each post.
- Coordinate with compliance teams for quick approvals on updates.
Consider also regularly updating your testimonials from institutional clients and showcasing them as case studies in strategic areas of communication (e.g. on your website). Do the same with rankings, awards and other third-party validations – such as positive media coverage.
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Philip Teale is a MCIM marketer with over 10 years’ experience working with financial advisors – helping them gain new revenue and clients using online channels and AI-powered workflows.