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For years, accountants have been told that ranking on page one of Google is the goal. However, the way clients search for services has already shifted and most firms haven’t caught up.

Prospective clients are now asking AI tools like ChatGPT for recommendations on who to work with. The question is no longer “Do you rank on Google?”, it’s “Would AI recommend your firm?”

This session explores why that shift is happening, what’s driving it and why it matters commercially. More importantly, it breaks down what firms need to do to stay visible in an AI-search.

Attendees will gain a clear understanding of how Generative Engine Optimisation (GEO) works and top tips for AI to start driving referrals for your business.

In this webinar Callum Macrae will cover the following topics:

• The shift from traditional search to AI-driven discovery and why “page one of Google” is no longer the finish line
• How tools like ChatGPT decide which firms to recommend
• The core signals that influence AI recommendations
• Practical first steps to improve your firm’s visibility in AI tools

By attending this session, you will:

• Understand how AI tools like ChatGPT are changing the way clients search for and choose accountants
• Learn the key factors that influence whether your firm is suggested by AI tools
• Be able to identify quick wins to improve your visibility in AI search
• Gain a clear, practical starting point for integrating GEO into your marketing strategy

This session will be of most interest to:

• Partners and directors of accountancy firms
• Professionals responsible for marketing and business development within professional services firms
• Practice managers responsible for growth and client acquisition
• Accountants and advisers interested in how AI is impacting client behaviour and pipeline generation

Course Level: Intermediate

(Accessible for non-marketers, but with enough strategic depth to be valuable for those already investing in marketing.)