How accounting firms get recommended by ChatGPT: the seven things that decide

First: how AI picks the firms it names

When someone asks ChatGPT for an accounting firm in Gothenburg, the model usually runs a search in the background and weighs what it finds: Google Maps, your website, directories like Hitta and Allabolag, and reviews. Whoever has the most and clearest evidence gets in.

AI answers differently every time. In a SparkToro and Gumshoe study, ChatGPT returned the same list twice in fewer than one case in a hundred. A single screenshot is meaningless. What can be measured is the share of answers that mention you.

1. Number of Google reviews

Uberall analysed 120,000 AI mentions in 2026. Businesses AI mentioned averaged 643 reviews. Those it did not mention averaged 253. Volume mattered more than the star rating in four of five industries.

In practice: ask every happy client for a review right after year-end or tax filing, with a link straight to the form. Ten reviews a month changes the picture within six months.

2. A complete Google Business Profile

Google Maps supplies about a third of everything AI cites about local businesses, according to SOCi's index. The profile needs the right primary category, every service listed with its own description, hours, phone, website and at least ten photos of the office and the people.

The same profile decides which three firms appear at the top of Google search. It is the same work paying off in both places.

3. A website that answers the customer's questions

AI cites pages that clearly say what you do, for whom and where. A home page saying "your partner in finance" says nothing. A page titled "Monthly bookkeeping for limited companies in Gothenburg, fixed price from 1 490 SEK" says everything.

Add an FAQ page: what it costs, how to switch firms, whether you work in Fortnox, how fast you reply. Those are exactly the questions people ask AI.

4. Structured data

Schema.org markup of type AccountingService with name, address, phone, hours and services helps both Google and AI understand the page. It takes an hour and never needs redoing.

5. The same details everywhere

Whitespark ranked consistent name, address and phone among the five most important AI visibility factors in 2026. Different phone numbers on Eniro, Hitta, Allabolag and your own site make AI unsure, and unsure AI names someone else.

6. Mentioned by others

Directory pages, industry lists, local news and your clients' own websites. Every independent page that names you with correct details strengthens the picture. For Swedish accounting firms, the Srf konsulterna and FAR member registers matter most.

7. Let AI crawlers in

Some websites block GPTBot, PerplexityBot and Google-Extended in robots.txt without knowing it. Check the file. A blocked site cannot be cited.

How to measure it yourself

Write down ten questions your clients would ask. Ask ChatGPT, Gemini and Perplexity three times each, once a month. Count how many answers mention you. That is the whole method, and it is free. Our check does the same thing in a second.