Sue Warnke explains why LinkedIn ranks higher than financial advisors' own websites in AI search results. When advisors post on LinkedIn, AI systems cite it as the source instead of directing people to the practice's site. The fix: publish substantive articles on your own website first, then republish them on LinkedIn to build your site's authority while keeping LinkedIn's reach.
If you're a financial advisor who publishes on LinkedIn, here's something worth knowing. LinkedIn is the second most cited source for financial advisors in AI search. The problem is those citations go to LinkedIn, not your practice. The reason LinkedIn ranks is because advisors write there consistently. When someone asks AI what to look for in a financial advisor or when to start estate planning, it pulls from wherever those questions are answered most clearly. And right now, That's LinkedIn. The fix is simple. Take whatever you'd write on LinkedIn and publish it on your site first. Articles like, What Separates a Fiduciary Advisor from a Broker, or How to Choose an Advisor for Your First Decade of Investing. Site first, LinkedIn second. Your insight should build your site's authority, not someone else's.
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