AI search for accountants: getting cited by ChatGPT and Copilot

ChatGPT, Microsoft Copilot and Google’s AI Overviews cite websites they can crawl, index and quote, so getting cited starts with the same basics as SEO. For an accounting firm, that means letting the right crawlers in, being indexed in both Google and Bing, and writing pages that answer client questions clearly with dated, sourced facts. Nobody can guarantee a citation, but you can remove the reasons you would be skipped.

How do AI search tools choose which sites to cite?

Each tool searches an index, picks pages that answer the question and links them as sources. The index differs by tool.

Google says AI Overviews and AI Mode use “query fan-out”, running several related searches to build an answer. That means a page answering a narrow sub-question, such as “when is the VAT return due”, can be cited inside an answer to a broader one.

How do you get cited by ChatGPT?

You must allow OpenAI’s search crawler. OpenAI’s crawler documentation lists three user agents, and they do different jobs:

• OAI-SearchBot finds pages for ChatGPT search. OpenAI says “sites that are opted out of OAI-SearchBot will not be shown in ChatGPT search answers.”
• GPTBot collects content that may train OpenAI’s models. Blocking it does not affect search.
• ChatGPT-User visits a page when a user asks ChatGPT to, and is not used to decide what appears in search.

So a firm can block GPTBot to opt out of training while still allowing OAI-SearchBot. OpenAI says robots.txt changes can take about 24 hours to apply. Check your robots.txt, and any firewall or hosting bot protection, does not block OAI-SearchBot by accident.

How do you get cited by Microsoft Copilot?

Copilot relies on Bing, so start by getting your site indexed in Bing. Many firms have set up Google Search Console but never verified their site in Bing Webmaster Tools.

Microsoft’s 10 February 2026 announcement of its AI Performance report gives practical advice:

• use IndexNow to tell Bing when pages are added, updated or removed
• build depth on a clear subject, rather than thin pages on many topics
• use headings, tables and FAQ sections so key facts are easy to lift
• support claims with examples, data and cited sources
• keep text, images and video consistent about the same services
• keep your Bing Places for Business listing current if you serve local clients

What does Google say about AI Overviews?

Google says there is nothing extra to do. A page must be indexed and eligible to show with a snippet, and Google says there are “no additional requirements”. It also says you do not need AI-specific text files or special schema markup.

Google’s May 2025 guidance asks for unique, “non-commodity” content, a good page experience and structured data that matches what is visible on the page. Restrictive snippet controls such as nosnippet and max-snippet limit how your content can appear. See our guide to schema markup for accounting firms.

What makes an accounting page citable?

AI answers lift short, self-contained facts, so write pages that contain them. A firm’s best citation candidates are usually its guides on deadlines, thresholds and rates.

1. Answer first. Open each section with one sentence that answers its heading.
2. Name things. Write “HMRC”, “Form CT600”, “£90,000” and “31 January 2027”, not “the tax office” or “the deadline”.
3. Date your facts. Say which tax year a figure applies to and when you last checked it.
4. Cite primary sources. Link GOV.UK, HMRC manuals and legislation.gov.uk.
5. Use tables and FAQs. These are the formats Microsoft and Google both point to.
6. Update after each Budget. An out-of-date rate is a reason not to cite you.

Group related guides into clusters so your expertise is clear; see content clusters and topical authority. Your service pages still matter for enquiries, so follow how to write SEO service pages too.

How do you measure AI citations?

Use the free tools from Microsoft and Google. Neither shows the whole picture.

Microsoft’s 16 June 2026 update added Intents, Topics, Citation Share and Compare reports. Google does not separate AI Overviews traffic from other web results. OpenAI does not offer a publisher report, so track ChatGPT referrals in your analytics. Our Search Console setup guide covers the Google side.

What to do now

• Check robots.txt allows OAI-SearchBot, Bingbot and Googlebot.
• Verify your site in Bing Webmaster Tools and submit your sitemap.
• Turn on IndexNow if your website platform supports it.
• Rewrite your top five guide pages to answer first, with dated figures and sources.
• Update your Google Business Profile and Bing Places listing.
• Review the AI Performance report monthly.

Frequently asked questions

Can I pay to be cited by ChatGPT or Copilot?

Neither OpenAI’s crawler documentation nor Microsoft’s AI Performance guidance describes a paid route into answers. Both focus on crawler access, indexing and content quality.

Should an accounting firm block GPTBot?

That is a business choice. Blocking GPTBot opts your content out of OpenAI model training but, according to OpenAI, does not affect whether you appear in ChatGPT search.

Do I need an llms.txt file for AI search?

Google says you do not need new machine-readable or AI-specific text files to appear in AI Overviews or AI Mode. OpenAI’s crawler page does not mention llms.txt.

Does schema markup help with AI Overviews?

Google says no special schema is needed for AI features. Any structured data you use should match what is visible on the page and be validated.

How do I see if Copilot cites my firm?

Verify your site in Bing Webmaster Tools and open the AI Performance report. It shows total citations, cited pages and the grounding queries that led to them.