Marketing Strategies for Combating AI Search Engine Disruption
With AI-generated content beginning to disrupt the search engine process, these marketing strategies can help your CPA firm stand out to potential clients.
By Joe Kovacs | Digital Exclusive – 2024
It’s clear that the search engine process we’ve been accustomed to for more than two decades has been disrupted by artificial intelligence (AI). On Google, for example, you may have noticed the addition of the AI Overviews section, a new search feature that places AI-generated content above the organic search results. While beneficial to users, it also creates a burden for companies, including CPA firms, looking to get their expertise and resources (blogs, articles, videos, etc.) seen by potential clients, as it pushes their content further down in the search results.
Yet, despite this disruption, and the growing popularity of using social media to find information, CPA firms shouldn’t give up just yet on their search engine optimization efforts. Here are a few reasons why:
- Google’s AI Overviews section links to web pages that are the sources of content that Gemini, Google’s generative AI chatbot (formerly known as Bard), shares. Therefore, creating optimized web pages and content Gemini and Google can pull from gives firms a chance to have their resources shared in both Gemini and Google Search results.
- Google now displays ads in the AI Overviews section, so making a paid investment is another opportunity to promote your content and expertise.
- Some searches that users make related to commercial services still share ads and web links without any AI-generated content in sight.
Additionally, there are other content marketing strategies to lean on to get your firm noticed by potential clients. Here are some examples:
- Social media network connections. Regardless of which social media networks you or your team members belong to, sharing a link to your firm’s video or blog with your connections is a great way to create visibility. Notably, the social search trend is growing in popularity (i.e. using social media networks to find information you need), so don’t overlook this easy way to market your expertise or services.
- Emails to subscribers. Always link to your firm’s web content from outgoing email newsletters and e-blasts to share evidence of your firm’s expertise with others.
- Referral requests. Ask your satisfied clients to refer their connections to you. Those prospects will inevitably review your website, so make sure it’s “dressed to impress” with information about your firm’s areas of expertise.
- Industry affiliations. Staying active in a chamber of commerce or industry association is a no-brainer. The benefit, of course, is gaining valuable face time through sponsorships, event presentations, and networking events—all of which will send prospective clients and curious professionals to your website.
Of course, every firm should consider doing as much as it can to ensure the above-mentioned marketing strategies are working. Consider asking these questions for each:
Social media network connections:
- Are your team members actively posting on LinkedIn and other important networks?
- Are they regularly building connections on those networks?
- Is it easy for team members to share website content with their networks?
Emails to subscribers:
- Is your firm doing everything it can to build its email list?
- Are you sending enough relevant emails but not so many that they seem spammy?
- Do your emails include links to your most recent web content?
Referral requests:
- Have your team members been trained to ask for referrals when clients speak positively about your services?
- Does your firm offer a client feedback survey that can identify supportive clients who you can ask for referrals?
Industry affiliations:
- Are your team members actively involved in the industry groups relevant to their roles or that your firm belongs to?
- Are they pursuing leadership roles, such as board and committee chair positions in these organizations to increase visibility for your firm?
- Are you taking advantage of advertising, sponsorship, and presentation opportunities to get more visibility?
As a final tip, make sure your firm’s website content has social sharing links on each page to give your visitors the opportunity to easily share your content on their social channels or via email to help get the word out about your expertise.
While there’s no doubt that AI is causing a disruption to the search engine experience, it’s important to remember that your firm’s marketing can still remain robust and successful. All in all, email marketing, social media, and word of mouth will still be important means to marketing your expertise and services despite the rise of AI—but don’t overlook the opportunities to fine-tune your marketing efforts to leverage the growing reach of AI.
Joe Kovacs is the owner of Kovacs Communications, which connects CPA firms with new client opportunities by delivering high-impact writing and content marketing solutions.
Related Content: