AI and Accountants: Will AI Markedly Change The Way Firms Attract And Support Clients? Our Honest Take After Testing Gemini

Since ChatGPT’s debut in November 2022, we’ve been somewhat skeptical about all the AI buzz. Don’t get me wrong; it’s fascinating to see how AI has influenced the stock market, Reddit threads, and social media timelines. However, when we tried using it to boost our company’s productivity, the early free versions of ChatGPT left much to be desired. For the more complex questions we face in business, it wasn’t very helpful. Many answers were outdated, and sometimes the AI model gave vague responses, failing to provide clear answers.

For example, when we asked questions like, “What will commercial real estate in Wilmington cost in 2030?” or “What’s the exchange rate for currency X to Y going to be in December this year?” we received non-committal responses that didn’t inform any real business decisions.

However, as a person seeking accounting support, AI can be effective for gaining a preliminary understanding of tax laws or for making quick tax bill projections. Luckily for accountants, everyone’s personal situation is different, so the final recommendation from Gemini or ChatGPT is always to “make sure you consult a financial professional.”

Given that most generative AI tools are still pretty basic and mainly handle simple research or admin tasks, should we just ignore AI? Not at all.

Not after what we saw at Google I/O last week. For us marketers who help accountants attract new clients, we are watching the space more closely. We think AI is changing how accountants approach SEO, making it a smarter and more sustainable way to attract new clients to your firm.

To what extent? Let’s dive into it.

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Local search

The first thing we explored was local search. Even though Gemini’s interface is completely different from the old search bar, we used the same type of query a potential client might enter to find an accounting firm. The initial results were similar to a regular Google search—a list of five accounting firm websites. Our takeaway? The same factors that influence ranking in local search still apply to Gemini.

So, keep your Google My Business page updated, post regularly, and encourage glowing reviews! If long-tail keywords with adjectives like “best” or “affordable” are popular in your area, ask your clients to include them in their reviews to boost your visibility on Gemini.

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Conversational Search: Your New Lead-Generating Secret Weapon?

The biggest change from Google’s traditional product is conversational search. Think of it like chatting with a knowledgeable friend who helps you narrow down your options. Instead of typing a generic query like “best accountant near me,” you can engage in a back-and-forth dialogue. Ask a question, get a response, and then ask follow-up questions to refine your search.

For example:

Us: “Who’s the best accountant for small businesses near me?”

Gemini: (Provides a list of options)

Us: “Which of these specializes in restaurants?”

Gemini: (Narrows down the list)

Us: “Who offers the most affordable monthly rates?”

Gemini: (Highlights the best option)

In our own experiment, Gemini guided us from a simple question to a targeted recommendation and directions to that business in under 2 minutes. No more clicking through countless websites—it’s all done within a natural conversation.

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If AI assistants like Gemini become as popular as we think they will, accountants who adjust their online presence for conversational search could gain a lot more new clients.

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Voice Search and Point-and-Shoot.

Gemini’s voice-to-text capability is much improved compared to older versions. Even if the translation isn’t perfect, the AI can generally understand what you mean. The two-way conversation feels more natural, making us less awkward about talking to our phones in public.

The “point-and-shoot” feature offers a new way to find leads. With Gemini, you can upload a picture or video of a business to get their contact information or directions.

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But Wait, There's More... (And It's Not All Good)

While Gemini offers advanced AI capabilities, it isn’t flawless. For instance, it may struggle with complex queries, such as identifying a song from a few lyrics. Additionally, the $20/month subscription fee for the advanced version could be a deterrent for some users.

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Will SEO become AAO?

Only time will tell if AI assistants will completely replace traditional search in the next decade. However, we believe that any changes won’t negatively affect your lead generation. The source of leads may shift, but the basics of good SEO for accountants will still matter, even if we start calling it AI Assistant Optimization (AAO). Focus on writing authentic content, showcasing your expertise, gathering positive reviews, and building your online presence.

And if you’re looking for a partner to boost online leads for your firm, we are always here to help.

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