Thought Leadership

Picture a business owner typing a question into ChatGPT instead of Google: "Who is the best accounting firm for [insert industry] companies?" Would your firm be the answer?

That question sits at the center of a shift reshaping how clients find accounting and advisory firms. For years, firms have worked to rank higher in Google search results. Now, a growing share of searches happens inside AI tools, like ChatGPT, Gemini, Claude, and Perplexity, that give one answer instead of a list of links to click through.

From Search Rankings to AI Recommendations

Search engine optimization (SEO) was built around a simple goal: rank high enough in search results to earn a click. AI engine optimization (AEO) works differently. Instead of ranking pages, AI tools read your content, decide whether they trust it, and choose whether to recommend your firm by name.

Know Your AI Visibility Score

Firms can check their AI visibility score using free tools like Semrush's AI Search Visibility Checker. It measures how often a brand appears in AI-generated answers, and how consistently it shows up compared to competitors.

A July 2026 scan of the Big Four and BDO found AI visibility scores clustered between 58% and 69%, with Deloitte pulling far more AI mentions than the others (27,000 versus 2,700 for BDO). But heavy mention volume didn't always translate into a higher score. BDO, despite fewer mentions, still scored competitively. The lesson: a firm doesn't need to be mentioned the most to be recommended.

It's also worth remembering that visibility isn't the same as leads. Showing up in an AI answer means you answered the question well. It doesn't mean the searcher clicked through to your site. That's the nature of zero-click search, and firms should measure success with that in mind.

What AI Actually Reads

AI models aren't scanning for keywords or rankings. They read content the way a smart researcher would, weighing firms against five signals:

• Expertise: Does your content show real knowledge, not general claims?

• Structure: Is your site organized so ideas connect logically?

• Trust: Is your information accurate, transparent, and current?

• Authority: Do other sources, like media coverage, reviews, or professional groups, back up what you say?

• Relationships: Does AI understand how your firm connects to people, industries, and topics?

A homepage that says "we provide professional accounting and tax services" tells AI nothing about who you help. A homepage that says "we help manufacturing companies improve profitability through tax planning and advisory services" gives AI something specific to act on.

You Don’t Need a Website Overhaul

The good news is that you don’t need to rebuild your entire website to improve AI visibility. Most sites can capture roughly 80% of the benefit by improving about 20% of their pages, typically fewer than 20 pages total.

Start with three things:

1. Rewrite the homepage so a visitor, or an AI tool, can tell who you serve within five seconds.

1. Turn service pages into answers. Explain who the service is for, address common buyer questions, and back it up with proof.

1. Build authority in a specific industry with focused, original content instead of spreading effort across every possible topic.

SEO Is No Longer Enough

Being findable in Google is no longer enough. Clients, and the AI tools they now use to research their options, are asking pointed questions and expecting specific answers. Firms that clearly define who they help, organize their content logically, and back up their expertise with real evidence are the ones AI will choose to recommend.

Check your firm’s AI visibility today and start with the pages that matter most.

The firms that move first will be the ones AI recommends.

Disclaimer: Becky Livingston is a Semrush Ambassador.

Becky Livingston, founder of Penheel Marketing, is a leading professional in integrating AI-driven solutions for accounting firms and small businesses. A recognized educator, she leads the AI Certificate Program at Westchester Community College. Becky demystifies complex technology through her conference and teaching sessions using humor, current trends, and activities. When not shaping future-focused business strategies, this innovator and consultant is a devoted dog lover.

Learn more: https://Penheel.com