AI recommendations are the new word of mouth for accounting firms

You know how to use AI, but is your firm being seen by AI? We’re exploring the latest trends in online search for accounting firms. Find out how to get picked up in AI search results, plus why local SEO is still alive and ready to bring you new clients. Plus, we’re looking at what it takes to become a competitive firm of the future and how certain accounting roles are already beginning to shift.

But first, take a peek inside the minds of the CEOs answering economic confidence surveys.

Grow better: It’s time to get picky, look at existing relationships and create new services based on client need

Hey neighbor: If your website doesn’t include local SEO terms, you’re probably missing out on clients

This or that: How to choose between in-house or outsourced marketing help

Development roadmap: Your team needs more than training; they also need a learning plan

Theory of evolution: These 10 accounting roles are shifting with AI

Sponsored by Canopy

With shrinking staff and growing client demand, managing a firm gets overwhelming when work is spread across too many systems. The key isn’t working harder—it’s getting organized.

Join Darren Root (founder of Rootworks) for a practical look at building a firm playbook that gives you control. Learn how to focus on your ideal clients, turn annual tax returns into year-round advisory relationships, and use AI inside your practice management stack to handle production work.

Stop jumping between systems and chasing updates. Learn how to keep everything tied to the client, streamline your operations, and make it easier to manage your firm.

Developing your “authority portfolio” is the latest marketing strategy that can boost your firm’s appearance in AI search results. The goal is to build your online authority by creating a continuous presence that signals your expertise to LLMs. Sources include your own website as well as third-party assets, like quotes in journal articles, bylined works, conference presentations and more. 

Why this matters: Start the process by creating an inventory of your current authority assets. Then you can identify where you’re weak and create a plan to increase your AI visibility over the next year. (CPA Practice Advisor)

Instead of being driven by labor, the future accounting firm will reflect higher value roles focused on advisory services. Services will shift to judgment and insights rather than tasks completed. And your competition? It won’t be other accountants–it will be fintech software, AI-native firms and other tech providers. To stand out, you need to deliver hyper-customized guidance while also scaling your ability to provide expertise.

Why this matters: Technology is quickly transforming the accounting industry. Now is the time to create a vision for your firm’s future, invest in technology and experiment with pricing models and metrics. (Thomson Reuters)

Number of firms that only automate up to a quarter of tax workflows (Thomson Reuters)

As you incorporate more AI workflows into your firm, add in the proper guardrails to reduce ethical risks that can inadvertently occur. Your greatest tool is your own judgment, allowing you to ask questions about whether or not the AI output makes sense and what kind of assumptions it’s making. Publicly available AI tools also add risk for both accountants in business and in public practice. Create confidentiality protocols to avoid disclosing sensitive information. 

Why this matters: AI outputs are ultimately your responsibility. As you automate your firm’s workflows, continue to set confidentiality protocols, question AI assumptions and never treat its outputs as automatically trustworthy. (Journal of Accountancy)

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The Net Gains is written and curated by Lauren Ward and edited by Bianca Prieto.