Google’s AI Overviews mark a significant shift in how search results are delivered, especially for accounting firms looking to attract clients through SEO.

By providing AI-generated summaries at the top of the search results, Google aims to answer basic questions more efficiently, reducing the need for users to click through to websites.

This change presents both challenges and opportunities for accounting firms. While top-of-the-funnel content may see reduced traffic, focusing on more specialised, in-depth topics and local SEO can help firms maintain visibility and attract higher-quality leads. In this blog, we’ll explore how accounting firms can adapt to this new search landscape.

Top-of-the-funnel content is Affected

Google’s AI Overviews are designed to answer simple, top-of-the-funnel (ToFu) queries directly in the search results, significantly reducing the need for users to click through to websites for basic information. For accounting firms, this means that content focused on introductory topics like “What is an accountant?” or “Why hire an accountant?” may no longer attract as much traffic.

AI Overviews will often display these answers immediately, leading to fewer clicks for this type of content. To counter this, accounting firms should focus on middle-of-the-funnel (MoFu) and bottom-of-the-funnel (BoFu) content. These are the more complex, specialised topics that users further along in their decision-making process are searching for.

Topics like “How to save on taxes as a small business” or “Best accounting software for professional services” are more likely to attract valuable leads. By creating detailed, niche content that addresses these specific needs, firms can ensure their website remains a key destination for prospective clients.

Local SEO Becomes Even More Important

As Google’s AI Overviews focus on delivering quick answers to broad questions, local SEO will become a critical differentiator for accounting firms that rely on local clients. While general queries may be answered by AI, location-specific searches – like “best accountant in Manchester” or “tax services near me” – are still areas where traditional SEO strategies can shine.

Google prioritises local intent in its search algorithms and firms can leverage this by optimising their websites for local SEO. Key strategies include claiming and regularly updating your Google My Business profile, gathering positive client reviews and creating content that’s tailored to specific regions or industries you serve.

Additionally, incorporating local keywords into your site’s metadata and content can boost visibility in location-based searches. Ensuring NAP (Name, Address, Phone Number) consistency across directories is also essential. By focusing on local SEO, accounting firms can maintain strong search visibility despite the rise of AI-driven results for broader queries. If you want to boost your local SEO, a dedicated digital marketing agency for accounting firms should be your first port of call.

Fewer Clicks but Higher-Quality Leads

While Google’s AI Overviews may reduce click-through rates (CTR) for top-of-the-funnel queries, this isn’t necessarily a bad thing for accounting firms. AI-generated answers often satisfy users searching for basic information, meaning that those who still click through to your website are likely more serious and further along in their decision-making process.

As a result, these visitors are more likely to convert into high-quality leads. Focusing on middle-of-the-funnel (MoFu) and bottom-of-the-funnel (BoFu) content can help you capture the attention of these potential clients. By offering in-depth guides, case studies or specialised advice on complex accounting topics, you’ll attract users who are actively seeking solutions and are closer to engaging your services.

This shift in focus means that while overall traffic might decline, the quality of traffic will improve, leading to more meaningful engagement with potential clients who are ready to take the next step.

Maintain Technical SEO and Site Performance

Even with the rise of AI Overviews, technical SEO remains crucial for accounting firms. A fast, well-optimized website that delivers a smooth user experience is still highly valued by Google. This means that accounting firms must ensure their websites are mobile-friendly, secure (using HTTPS) and that they meet Google’s Core Web Vitals standards – metrics that evaluate a site’s loading speed, interactivity and visual stability.

Improving these factors helps your website rank well in traditional search results and boosts the chances of being featured in AI Overviews. Regular technical maintenance, such as fixing broken links, optimising images and ensuring pages load quickly, will also positively affect your SEO.

Accounting firms should continuously monitor their site’s health using tools like Google Search Console to identify and resolve performance issues. By maintaining strong technical SEO, you ensure that your site remains competitive, regardless of the evolving search landscape.

Content Quality and Authority are Key

Despite the rise of AI Overviews, Google still relies heavily on high-quality, authoritative content to generate its answers. For accounting firms, this means that creating well-researched, informative and trustworthy content is more important than ever. Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) means that firms need to consistently publish content that demonstrates their expertise in the field.

Accounting firms can build authority by creating detailed guides on complex financial topics, offering insights into tax planning or producing case studies showcasing successful client outcomes. Regularly updating this content helps maintain its relevance and signals to Google that your site is a reliable source of information.

Backlinks from reputable websites and participation in industry events also enhance authority. By focusing on producing content that is highly specialised and offers unique insights, firms increase their chances of being referenced in AI Overviews, while also boosting their organic search rankings.

Stay Competitive in the Age of AI Overviews

Google’s AI Overviews are reshaping the way search results work but accounting firms can stay ahead by focusing on high-quality content, technical SEO, and local optimisation. While top-of-the-funnel content may see less traffic, firms can benefit from targeting middle- and bottom-of-the-funnel queries to attract more serious leads.

Local SEO remains crucial for visibility and maintaining technical site performance ensures that your site stays competitive. By focusing on building authority and producing valuable, in-depth content, accounting firms can continue to thrive in this evolving digital landscape.