Everyone knows that if you want your accounting firm to attract clients, you have to feature highly in Google search results. For years, effective backlinking and content optimisation have been key to your ranking – but these days it’s no longer the only thing you need to consider.
The rise of AI LLMs (Large Language Models) such as ChatGPT, Perplexity and Gemini has changed the game. Users can now receive fast, timely answers with links to relevant web sources by simply entering a prompt as you would normally on Google.
It means that increasing numbers of people are finding business recommendations through these platforms, rather than Google search results. The question is, how do you increase your chances of AI recommending your firm as the #1 pick, and not a competitor?
The short answer is that it’s not just as simple as relying on your strong Google search position. Let’s take a closer look…
What is ChatGPT search, and why does it matter?
ChatGPT is an AI language model developed by OpenAI that generates human-like text responses, answers questions, assists with tasks, and engages in conversations based on input provided by users. Here’s an example of what you would traditionally see when using ChatGPT…
However, there have been big changes recently. Introduced at the end of October 2024, ChatGPT search is an advanced tool that integrates AI-driven, conversational responses with up-to-date web content.
Unlike Google, which displays a list of links, ChatGPT search offers users streamlined, direct answers within the chat itself, backed by reputable sources they can view instantly. Take a look and see what you think…
By simply clicking the ‘search’ button in the input panel, ChatGPT becomes a search engine. While this may look like a small change, it is HUGE in the search engine world.
It’s designed to enhance the user experience by making information more accessible and contextually relevant. As a result, there’s now a credible alternative to the traditional search engines that we’ve become accustomed to in the last two decades.
With the popularity of AI LLMs increasing, featuring in ChatGPT search results should be a priority for your business. In November 2024, ChatGPT boasted over 100 million weekly users of its platform. And with OpenAI’s recent purchase of the chat.com domain, these numbers are only going to increase.
That might sound like a drop in the ocean compared to the 8.55 BILLION searches Google receives every day. But in an increasingly AI-driven information landscape, ChatGPT search will likely become a key consideration to your business’s visibility and credibility.
The limitations of ChatGPT search
As impressive as AI is, it’s not infallible. Often, it can provide outdated information or different results each time.
For example, imagine if someone searched for ‘accounting businesses in Yorkshire’. Your ranking on Google wouldn’t change no matter how many times the user searched that phrase on the same day. Now compare to ChatGPT – you’ll probably find that it recommends your business on some occasions, and maybe not on others, depending on how many times someone regenerated the response.
The challenge you face is making sure your business appears as one of ChatGPT’s top picks consistently. But doing so isn’t as straightforward as it may seem – and you can’t just pay for it to recommend you as the top pick every time, either.
How to get ChatGPT search to recommend your accounting business
To improve the chances of ChatGPT and other LLMs recommending your accounting business, you need a strategy that’s tailored to the unique data-driven approach of AI.
Unlike traditional search engines that rank content based on backlinks, keywords and site authority, LLMs rely on the frequency of word associations and mentions across their training guide.
Here are a few tips for how you can position your accounting business to appear in AI-generated responses.
1. Increase mentions across relevant websites
Unfortunately, it’s impossible to know exactly what training data LLMs use – but you can normally get a good idea by conducting research. Ensure your business is frequently mentioned on authoritative websites that specialise in business, finance and accounting.
While it’s not easy to be featured on sites like AccountingWeb, ICAEW and the Financial Times, even lesser-known sites can improve your chances of being recommended by ChatGPT. Be sure to seek mentions on respected sites that are likely to be crawled by LLMs, as these sites will reinforce your business’s association with accounting services.
2. Target industrial publications and blogs
Consider reaching out to industry publications for guest posts, interviews or partnerships that spotlight your expertise. Articles about accounting trends, financial best practices or small business accounting tips that mention your business will help AI connect your brand with accounting topics.
Additionally, online tools such as BuzzSumo can help you monitor keywords and track opportunities to get featured on websites discussing finance and accounting.
3. Utilise PR and content marketing
Engaging in public relations and content marketing efforts is essential. Offer insights on topics like “tax planning for SMEs” or “top accounting tips for 2025” to online magazines and financial blogs. Proactively approach editors, offer to collaborate on content, and share your insights. While it requires time and effort, the benefit is that this will help build your business’s online presence in a way that LLMs are likely to pick up on.
4. Use audience research tools
There’s a raft of audience research tools available online that you can use to help. For instance, SparkToro allows you to identify websites, forums and publications that resonate with people who are interested in accounting or finance.
From this, you can get a better understanding of which high-affinity sites you should target for content opportunities. Not only will this make your brand more visible on platforms your audience is likely to visit, but LLMs will visit them too.
By strategically positioning your accounting business across trusted finance and business sources, you’ll improve the odds that LLMs, such as ChatGPT, will recognise and recommend your business when users ask about accounting services in the UK.
Rapport Digital: keeping your accountancy business visible online
We’re not going to pretend that your position on Google no longer matters. But in the rapidly changing digital world, you now need more than traditional SEO to stay visible. In the months and years ahead, an AI-focused strategy will become just as important to remain competitive and attract clients.
By implementing targeted content marketing, securing mentions on reputable financial sites and using the right research tools, you’ll increase your chances of regularly being ChatGPT’s first recommendation.
At Rapport Digital, we specialise in digital marketing for accounting firms, helping brands grow online. Get in touch with us today to learn how we can make your accounting firm stand out in this new age of AI-driven search.