Don’t Let Google’s AI Updates Tank Your Firm’s Visibility—Here’s How to Adapt

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Google’s search algorithm has never stood still. It’s ever-evolving to meet the search engine’s goal of helping searchers easily find what they’re looking for on the Internet. Your financial firm can’t wait in one place either when it comes to adapting to Google algorithm updates to obtain and retain online visibility.

Over the past year, many websites have been hit hard by Google search changes, particularly due to the increased use of AI to deliver answers. Even so, local financial firms continue to thrive in this new search environment when they take key steps.

Quick Algorithm Recap: 2024–2025 Core, Spam, and AI Summaries

Here’s a quick look at some of the most recent search changes that may have impacted you or will in the near future.

March 2025 Core Update

This broad algorithm shift emphasized original, helpful content. It penalizes low-value or AI-generated pages that lack human oversight. It devalues content built for little other purpose than casting a wide net in hopes of gaining some online visibility.

This move is nothing particularly new. However, Google continues to refine its processes. It’s catching content that previously slipped through in sweeps for low-value web pages.

Financial sites experienced some of the greatest ranking volatility, with posts and pages that were long overdue for an update losing rank.

Often, it’s because they were spreading outdated information.

Google is promoting Internet citizen responsibility, where outdated and incorrect information isn’t allowed to persist on the web simply because it’s no longer revisited after publication.

This highlights the need for trustworthy, high-quality content that is specifically designed to help people above all else. But it also suggests that many companies need better systems to revisit old content to make sure it’s still accurate.

AI Overviews

Some industries have seen a 70% drop in website traffic as Google now offers AI-generated summaries at the top of search results.

Many sites that previously enjoyed high visibility have seen their traffic drop as AI gathers information from top sites and compiles it into concise answers. This often leaves searchers with no reason to click on the source website.

Currently only approximately 5–6% of finance-related searches trigger these summaries. But this may change as AI technology becomes more confident in its ability to recap complex financial advice from websites like yours.

Good news though…sort of.

A recent study found that 43% of AI-generated financial summaries contain incorrect information. It appears that Google has some work to do.

Does this make Google search and SEO obsolete? Certainly not.

Businesses are continuing to thrive in search by adapting to this new reality. And it doesn’t require the major overhaul you might imagine.

Some relatively small tweaks to what you’re probably already doing can help you avoid the massive traffic decline some sites are seeing and even improve your online visibility today and well into the future.

Local Businesses Are Coming Out on Top

Despite the recent changes, local service businesses like financial firms have the ability to thrive in this new environment. That’s because even as search is moving away from sending traffic to individual websites, Google continues to prioritize local business visibility within the searches of people in your community. They do this with local features like Google Maps, Google Business Profiles, Google Local Service Ads, and Google Reviews.

It’s no secret that navigating the Google search algorithm as a financial company will require you to double down on search features like these. Let’s look at how to do that effectively.

The Keys to Adapting to the New Google Algorithm

1. Trust and Authority (E‑E‑A‑T)

Google’s algorithms increasingly prioritize content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness—especially in finance, where quality and accuracy are non-negotiable.

Google continues to showcase websites that meet these standards, particularly in local searches. So, this remains an important principle to follow.

To stay visible, firms need authoritative, client-focused content that answers real client questions and is backed by credentials, transparent expertise, and customer satisfaction (ample 5-star reviews).

2. From Clicks to Credibility

With AI Overviews serving answers directly on the results page, clicks to your website from search may decline.

But that traffic isn’t gone.

Those leads didn’t evaporate.

They’re just using the search engine a little differently.

You need content that not only answers queries but also positions your firm as the go-to authority when readers want deeper guidance—and encourages them to engage further. This includes a heightened focus on reviews, case studies, visuals, and leveraging Google’s tools.

3. Become the AI Summary Source

Fighting Google’s move to AI summaries is not a winning proposition. So, work with them and become a reliable source on which their AI can provide information, particularly financial advice specific to your state and local area.

Since Google prioritizes local websites in a person’s geographic region, this presents an opportunity for you to become the primary source for local clients. Google may also display your website as the summary source, allowing the searcher to see it for brand recognition—even if they don’t click then and there.

Becoming Google AI’s trusted source of financial information in your area may also impact Google’s algorithm in other ways. You might rank higher in Google Maps, voice searches, and other Google properties.

Being helpful comes with perks!

So, how do you become The Source? Structure your content for Answer Engine Optimization (AEO). This means using clearly defined Q&A and bullet-pointed advice that AI can easily understand and communicate.

4. Local Visibility Still Matters

Even with AI’s rise, localized search remains a vital opportunity for your firm. Clients still search “financial advisor near me,” and AI Overviews may bypass these searches so as not to seem biased.

Continue to position yourself locally by increasing local signals from reviews, directories, social media, local media, local organizations, and other similar entities. These will help you achieve and maintain maximum local visibility. And they also increase the trust that people in your community have in your firm.

5. Branded Searches Are More Valuable Than Ever

Branded searches can support AI’s ability to answer questions and drive traffic. The answer leads the searcher to take action.

And because you were helpful to Google’s AI, you’ve just positioned yourself as the best company with which to do that. Here are some quick tips you can steal right now to appear in more branded AI summaries.

• Invest in brand visibility. Mention your firm by name within content headers and intros in natural ways so it can make its way into AI overviews.
• Encourage client searches like “Smith & Jones Financial Advisors” to boost Google’s trust in your brand.
• Use structured data to try to capture those rich snippets (information cards)
• Get more reviews on Google to enhance your brand’s reputation, which leads us to our next key.

6. Invest in Your Reputation

One of the most critical moves you can make here is growing your online reviews with a smart reputation management strategy that you can maintain.

Your review profile serves several purposes as it:

• Educates potential customers about what to expect from your services
• Helps potential customers consider services that might be right for them through the experiences of others
• Builds instant trust with strangers
• Can directly lead traffic to your website
• Shows Google you’re a trustworthy local company, so they rank you higher than your competition.

To build a 5-star reputation for a financial firm:

• Provide stellar service. Of course, that comes first. Set clear expectations and follow through. Be transparent, communicate clearly, and deliver quality services.
• Automate review requests using reputation management software. Tell people where you want reviews and mention aspects you’d like them to focus on, such as quality, service, friendliness, or transparency.
• Track your overall review sentiment to capitalize on your strengths and address concerns promptly.
• Track the negative reviews of your competitors, not to kick them while they’re down, but to highlight how you’re different.
• Respond to ALL reviews. Use AI tools to create drafts and save a ton of time. These responses demonstrate that you listen to all customers, even when they have nice things to say. This encourages more good reviews and builds trust.

7. Audit and Optimize Google Business Profile

Your Google Business Profile is like a mini version of your website. Increasing its visibility not only drives traffic to your website and physical business via the directions feature. It also enhances brand awareness and generates leads directly through booking functions.

It’s critical to actively manage this profile. Fill it out completely with accurate categories, hours, reviews, services, specials, and high-resolution images. Refresh and update it regularly.

8. Diversify Content Channels

Is a zero-click search in our future? Likely not for a while. at least in the local arena. As long as people are looking for reviews, directions, business hours, financial advisors near me, we’re going to have clickable search in some capacity. And we’ll continue to generate leads from it.

That said, it’s vital to diversify your content channels so that you’re not exclusively relying on search clicks. This can include complementing your SEO with SMS text, Ads, email, local directories, and of course social media. Each of these will continue to drive not just traffic but leads to your financial firm.

We’ve created an all-in-one platform that helps small local financial services companies adapt to Google algorithm changes with a suite of online reputation management tools to diversify and enhance your online visibility, almost from day one. To learn more about these tools, we encourage you to schedule your demo.