A New Era of Search Is Here
For years, accountants have relied on Google rankings to bring in steady streams of traffic. Write helpful content, optimise for keywords, and watch the enquiries roll in.
But the search landscape is shifting fast. With AI-powered tools like Google’s Search Generative Experience (SGE), ChatGPT, and Perplexity rising in popularity, users are getting answers without ever visiting a website.
That means fewer clicks, even when you rank well. So what does this mean for accountancy firms—and how should your SEO strategy evolve?
The Rise of AI-Powered Search Tools
AI search tools don’t work like traditional search engines. Instead of showing users a list of results, they generate instant answers—summarising information from multiple sources at once.
Some platforms, like Google SGE, still include links. Others, like ChatGPT or voice assistants, may offer nothing but a plain-text answer.
Here’s what that means for you:
You might rank on page one—but get zero traffic if the AI has already answered the user’s question.
Your competitors’ content could be used to inform responses—even if the user never sees your site.
Your helpful guides and FAQs could be scraped, summarised, and reused without attribution.
For accountants who invest in content marketing and SEO, this new reality demands a fresh approach.
We’re entering a phase where visibility no longer guarantees traffic. Accountants need to think beyond clicks and start focusing on brand presence, voice, and being cited by the tools that matter.
Why SEO Still Matters—But Looks Different Now
Just because AI is changing the game doesn’t mean SEO for accountants is not worth the work. It just means the goalposts have moved.
Position zero is now even more valuable. Getting quoted or linked in AI-generated answers becomes the new premium real estate.
Topical authority matters more than ever. If your site consistently publishes accurate, helpful content, AI tools are more likely to trust (and surface) your information.
Clear, structured content wins. Lists, FAQs, how-to guides, and question-based headings are easier for AI to parse and summarise.
In short, you’re no longer just writing for humans—you’re writing for algorithms that talk like humans.
In this new landscape, Answer Engine Optimisation (AEO) is becoming just as important as traditional SEO. AEO focuses on structuring your content so it’s easily understood and used by AI-powered tools and voice assistants. That means answering specific questions clearly, using schema markup where possible, and presenting information in formats AI can easily summarise—like FAQs, bullet points, and concise definitions. For accountants, this might involve creating content around common queries like “What’s the VAT threshold in the UK?” or “Can I claim for home office equipment?” The goal isn’t just to rank, but to be the answer.
What Accountants Can Do Right Now
Here’s how to stay relevant and visible in the age of AI search:
1. Optimise for Questions, Not Just Keywords
Write content that answers specific client queries like:
“Can I claim working from home as a freelancer?”
“When is the tax return deadline in the UK?”
“What are allowable expenses for landlords?”
AI tools pull from clear, concise answers—so structure your content accordingly.
2. Double Down on Local SEO
Voice and AI search often serve local results. Make sure your Google Business Profile is complete, accurate, and regularly updated with services, Q&As, and reviews.
3. Add Authoritative Signals
Include bios, credentials, and links to reputable sources within your content. This helps AI identify you as a trustworthy source.
4. Monitor Where Your Content Appears
Tools like Originality.ai and Semrush’s AI tools can help detect whether your content is being used in AI-generated summaries—and whether you’re getting credit.
5. Focus on Brand Recognition
If a user sees your firm’s name in an AI response, even without clicking, you’ve made an impression. Branding and messaging consistency now matter as much as traffic volume.
Should You Block AI Crawlers
Some firms are now considering blocking AI bots from accessing their websites, fearing loss of control or misuse of their content.
While blocking bots like GPTBot or CCBot is possible through robots.txt or platforms like Cloudflare, it’s not always the right move.
Ask yourself:
Do I want my content visible in AI-generated results, even without a click?
Is the value of brand exposure worth more than the traffic I lose?
Am I publishing premium, original resources that I want to protect?
There’s no one-size-fits-all answer—but it’s a conversation worth having as part of your content strategy.
From Clicks to Credibility
AI-powered search isn’t replacing traditional SEO—it’s redefining it. For accountants, that means shifting focus from pure traffic to trust, visibility, and brand equity.
You may not always win the click. But if you show up in the answer, in the quote, or in the client’s mind—you’ve already won.
