If you haven’t noticed already, the way people use the internet is changing. In fact, this is probably the biggest shift in how people use the web since the creation of “www.” The days of “just rank high on Google” are over.
Search is no longer just search. Answers are served instantly by AI, often before your website even gets a shot.
Whether your next client is typing into Google, ChatGPT, or Perplexity… the question is the same:
Is your firm’s content getting cited as the source? Or are you being replaced by generic summaries and national competitors?
In our latest episode of The Growth Minded Accountant, I sat down with Rebekah Barton, our Chief Visibility Officer, to break down how Google’s SGE and emerging AI tools are changing everything—and how accounting and tax pros can stay ahead of it all.
🎧 Listen to the full 30-minute podcast below:
Beyond Google: The Rise of AI as the New Search Engine
This isn’t just about Google anymore.
Clients are skipping browsers entirely and asking:
- “What are the best tax strategies for dual-income households?” — on ChatGPT
- “How do LLCs pay quarterly taxes in California?” — on Perplexity
- “Should I be an S corp or sole prop?” — via voice assistant
“We’ve entered the post-search engine era. The question isn’t ‘Where do I rank?’—it’s ‘Where do I get referenced?’”
— Lily Ray, Amsive Digital
Google’s SGE is the biggest headline, but it's part of a bigger pattern:
- ChatGPT is now pulling live web data
- Perplexity links to sources but summarizes instantly
- AI assistants on iPhones and Androids are becoming the front door to advice
If your website isn’t optimized to be quoted, not just crawled… you’re losing ground across every channel.
The New Rules: What Modern SEO Really Means in 2025
Old SEO was about keywords.
New SEO is about clarity, context, and credibility.
In today’s AI-driven landscape, search engines aren’t just scanning for keywords—they’re evaluating your content like a human (and a machine) would. Here’s what matters now:
- Clarity: Does your content directly answer a real, specific question your audience is asking? If not, you’re invisible.
- Structure: Is your content formatted with headers, bullet points, and schema so AI can easily digest it? If not, you’re skipped.
- Credibility: Is there a real author behind the content—complete with credentials, a bio, and trustworthy links? If not, you’re ignored.
- Usefulness: Is your answer stronger than what AI tools like Perplexity or ChatGPT might summarize on their own? If not, there’s no reason for them to cite you.
Most template-built accounting websites miss the mark on all of these. They weren’t designed for today’s expectations, let alone the demands of tomorrow’s AI-powered search.
Multi-Platform Optimization (GEO + AIO)
Let’s break this down:
- GEO = Generative Engine Optimization (Google SGE, Bing, Perplexity)
- AIO = AI Output Optimization (ChatGPT, Claude, Gemini)
To rank in the age of AI, your strategy must evolve on two fronts:
- Structure your content for GEO — this means using schema, semantic HTML, pillar pages, and rich formatting so generative engines can pull from your site easily.
- Seed your content for AIO — this means crafting quotable, authoritative insights, submitting to expert databases, and proving your credibility through authorship and backlinks.
To rank in the age of AI, you must:
- Structure content for GEO (schema, semantic HTML, pillar pages)
- Seed answers for AIO (write quotable insights, submit to expert databases, show authority)
What this looks like in action:
A blog titled “How Dental Practice Owners Can Pay Less in Self-Employment Tax”
With clear answers, IRS references, and a FAQ section
Authored by “Jane CPA, 15+ years in dental accounting”
Linked from TaxBuzz or Forbes—and indexed by ChatGPT/Bing or Perplexity
This Isn’t a Drill—It’s Already Happening
SGE is being tested in live search results.
Perplexity is pulling from your competitors’ content right now.
ChatGPT is writing financial plans from AI-trained tax data sets.
Waiting to upgrade your site or publish new content is like showing up to play in the Super Bowl in Crocs.
“AI search is live. Most firms just haven’t noticed they’ve stopped getting clicks.”
— Rebekah Barton, Chief Visibility Officer, CountingWorks PRO
Why Being Referenced in AI Search Matters to Your Business
Let’s talk ROI.
This isn’t just about rankings. This is about getting chosen by your ideal clients.
When your content is cited in AI answers:
- You own the first impression
- You become a trusted expert
- You bypass pricing wars
- You get inbound leads from high-intent searchers
- You shorten the sales cycle (AI just pre-sold them for you)
“Being referenced in AI search is the new word-of-mouth—at scale.”
Trust leads to booked calls, paid engagements, and loyal clients.
8 Takeaways + Sample MAX Prompts to Get Started
1. Answer Real Questions, Not Generic Topics
Prompt:
"Write a 750-word blog post answering: ‘How can tech employees with RSUs reduce taxes before year-end?’ for California-based professionals."
2. Use Structure That AI Can Read
- Add H2s, bullets, short paragraphs
- Include a FAQ section
- Use schema markup
Prompt:
"Rewrite this blog with structured headings, bullets, and FAQ schema: [paste blog]"
3. Show Your Face (and Credentials)
- Author bio with name, niche, experience
- Testimonials and links to directory profiles
Prompt:
"Write a 100-word EEAT-compliant author bio for [Your Name], CPA."
4. Go Deep in a Specific Niche
Prompt:
"Create a content cluster for a CPA helping dentists in Texas."
5. Get Listed Where AI Already Looks
- TaxBuzz, CountingWorks, guest blogs, industry directories
6. Reference Trusted Sources
Good: IRS.gov, SBA.gov, AICPA.org
Avoid: Affiliate blogs, no-source content farms
7. Optimize for Voice + Conversational Search
Prompt:
"Rewrite this blog for voice search. Use natural phrasing and a real-life client example."
8. Refresh Old Content
- Update stats and examples
- Add "Last Updated" date
Prompt:
"Update this blog for 2025 tax laws with new sources and AI-friendly formatting."
What to Do Next: Turn Content Into Clients
At CountingWorks PRO, we built our entire platform for this moment:
- MAX AI auto-writes, updates, and optimizes blogs for SEO + AI output
- Narrative SEO helps your firm get cited for the right queries
- Directory integrations boost your visibility across trusted networks
Activate our blog automation + narrative SEO tools today at CountingWorksPRO.com
Your future clients are already searching.
Let’s make sure they find you.
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