Course Details

For years, accountants have been told that ranking on page one of Google is the goal. However, the way clients search for services has already shifted and most firms haven’t caught up.


Prospective clients are now asking AI tools like ChatGPT for recommendations on who to work with. The question is no longer “Do you rank on Google?”, it’s “Would AI recommend your firm?”


This course explores why that shift is happening, what’s driving it and why it matters commercially. More importantly, it breaks down what firms need to do to stay visible in an AI-search.


You will gain a clear understanding of how Generative Engine Optimisation (GEO) works and top tips for AI to start driving referrals for your business.

 

In this course Callum Macrae covers the following topics:

  • The shift from traditional search to AI-driven discovery and why “page one of Google” is no longer the finish line
  • How tools like ChatGPT decide which firms to recommend
  • The core signals that influence AI recommendations
  • Practical first steps to improve your firm’s visibility in AI tools

 

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CPD Course Speaker

JE Consulting

Callum Macrae

Callum is an experienced marketing leader with 14 years of B2B marketing expertise. Having led multi-channel strategies at IRIS, one of the UK's largest privately held software companies, he has a strong track record in driving growth through demand generation and strategic, creative campaigns. Now at JE Consulting, Callum applies his deep knowledge of SaaS, fintech, and professional services to create impactful marketing strategies. A recognised speaker, he frequently shares insights on industry trends and innovative strategies at key events.