UK

80% of UK accountancy firms are invisible in AI search.

Learn what the most visible companies do differently to get traffic, leads and sales from AI surfaces like ChatGPT.

Read with Claude Read with ChatGPT agent.md

The verdict

Most UK accountancy firms were never named in AI answers

Type A asked an AI assistant the questions accountancy clients actually ask, and most of the market never appeared in a single answer. 80% of the 162 firms surveyed appeared in no answer.

130 of the 162 firms in the accountants UK map were named in no answer (80.2%). The names that did appear sit almost entirely among the biggest firms. Largest (traffic 100,000 and over): 12 of 14 firms were named (85.7%), against 19.8% across the market. The Big Four and the global networks show the same concentration. Big Four & Global Accounting Networks: 8 of 10 firms were named (80.0%), against 19.8% across the market.

How do companies show up in AI?

We compared 162 companies across 128 prompts and 6 personas.

  • 80%of companies never appear in an AI answer
  • 20%appear at least once
  • 12companies appear for most buyer types
  • 86%of largest (traffic 100,000 and over) companies are visible, the highest share of any size
  • 7online platform mentions per 100 answers
  • 384answers analysed, 3 per prompt

Which companies appear in AI most often?

  • 20%of companies appear
  • 90%of answers name a company from our list
  • 10%of answers name no company

  1. PwC 57%
  2. EY 57%
  3. KPMG 53%
  4. Deloitte 48%
  5. BDO 35%
  6. Grant Thornton 32%
  7. RSM 27%
  8. Xero 20%
  9. Mazars 17%
  10. Crowe 13%
Share of 384 answers that name the company. 130 companies never appear.

Where are the invisible companies?

32 of the 162 companies appear in at least one answer. The other 130 never do.

Visible: 32 (20%)Invisible: 130 (80%)

Where the visible companies sit

  • Big Four & Global Accounting Networks 25%
  • Online & Cloud Accountants 25%
  • National Full-Service Practices 16%
  • Payroll, Bookkeeping & Outsourced Finance 16%
  • Regional & Local Accountancy Practices 9%
  • Tax Advisers & Tax Return Specialists 6%
  • Unclassified firms 3%
Share of the 32 visible companies in each group.

Where the invisible companies sit

  • Regional & Local Accountancy Practices 54%
  • Online & Cloud Accountants 15%
  • Payroll, Bookkeeping & Outsourced Finance 12%
  • Tax Advisers & Tax Return Specialists 8%
  • National Full-Service Practices 6%
  • Unclassified firms 2%
  • Big Four & Global Accounting Networks 2%
Share of the 130 invisible companies in each group.

Which kinds of companies does AI see?

  • Big Four & Global Accounting Networks 8 of 1080%
  • National Full-Service Practices 5 of 1338%
  • Online & Cloud Accountants 8 of 2829%
  • Unclassified firms 1 of 425%
  • Payroll, Bookkeeping & Outsourced Finance 5 of 2124%
  • Tax Advisers & Tax Return Specialists 2 of 1315%
  • Regional & Local Accountancy Practices 3 of 734%
Share of the companies in each category that appear in at least one answer, with the count behind it.

Does the size of a company change its AI visibility?

VisibleInvisible
86% 12 of 14

Largest (traffic 100,000 and over)

34% 10 of 29

Large (traffic 10,000 to 99,999)

16% 9 of 56

Mid-size (traffic 3,000 to 9,999)

2% 1 of 63

Small (traffic under 3,000)

Share of the companies in each size tier that appear in at least one answer.

Which companies does AI name for almost every buyer?

Company nameGroupPersonas reachedAnswers
PwCBig Four & global networks6 of 6220
EYBig Four & global networks6 of 6219
KPMGBig Four & global networks6 of 6204
DeloitteOther national brands6 of 6186
BDOBig Four & global networks6 of 6136
Grant ThorntonBig Four & global networks6 of 6124
RSMOther national brands6 of 6103
XeroOther national brands6 of 675
MazarsOther national brands6 of 665
CroweOther national brands6 of 650
Evelyn PartnersOther national brands6 of 644
AzetsNational & local practices6 of 642
The 12 companies in the universal tier: named for most buyer personas. Answers: how many of the 384 answers name the company.

Do companies people search for by name get named by AI?

  • No brand searches no companies
  • 1–100 a month 3 of 536%
  • 101–1,000 a month 7 of 6111%
  • 1,001–10,000 a month 12 of 2941%
  • Over 10,000 a month 10 of 1283%
Share of the companies in each brand search band that appear in at least one answer. 155 of 162 companies have a search figure.

7 companies have no search figure and sit outside every band: provider returned no figure for this keyword.

How many companies does AI name that are not on our list?

  • 214different companies named in 345 answers
  • 32of them are on the list we checked
  • 85%are not on the list (182)

Named most often, not on our list

  • Deloitte 186
  • RSM 103
  • Xero 75
  • Mazars 65
  • Crowe 50
  • Evelyn Partners 44
  • QuickBooks Online 40
  • Baker Tilly 35
  • QuickBooks 35
  • FreeAgent 34
Answers that name the company, of the 345 answers that name any.

Does the buyer persona change the results?

Company name
PwC 72%56%51%61%57%47%
EY 72%56%50%61%57%47%
KPMG 69%50%47%56%53%43%
Deloitte 65%43%44%54%50%35%
BDO 40%33%33%43%33%31%
Grant Thornton 38%28%31%37%33%28%
RSM 28%26%26%26%30%25%
Xero 8%19%25%15%18%31%
Mazars 22%15%17%13%23%11%
Crowe 17%15%8%17%13%10%

Share of each persona's answers that name the company. Sort by a persona with its column heading.

Does each buyer see a different market?

  • The Qualification Crossroads 60
  • The Self-Assessment Solo Filer 60
  • The Growing Ltd Company Owner 113
  • The Family Money Giver 55
  • The Audit-Anxious Taxpayer 59
  • The Bookkeeping Outsourcer 91
Different companies named across each persona's answers.

What does AI actually say?

The opening of real answers, in each persona's voice, with the companies each one names.

3 of 10 answers The Qualification Crossroads

“Which company is best for auditing?”

In the UK there isn’t a single “best” audit firm overall – it depends what you want from your career and what clients you want on your CV. At a high level: - Big 4 for brand & ceiling (Deloitte, PwC, EY, KPMG) - Dominate large and listed company audits and most of the UK PIE market. ([frc.org.uk](https://www.frc.org.uk/news-and-events/news/2024/07/frc-publishes-annual-tier-1-audit-firm-i…
Named: PwC, Deloitte, EY, Forvis Mazars, KPMG, RSM, BDO, Grant Thornton, Audit Group

“Which company is best for auditing?”

“Best” depends on what you want from audit: brand, work–life balance, training, exit options, or culture. Since you’re in the UK and thinking about ACCA/ACA, I’ll frame it that way. First, a clarification: There is no single “best” audit firm overall; there are tiers, and each tier is better for different goals. 1. If you care most about long‑term career options and brand For pure career c…
Named: PwC, Deloitte, EY, RSM, KPMG, Forvis Mazars, BDO, Crowe, Grant Thornton, Macintyre Hudson, PKF Littlejohn, Johnston Carmichael, Audit Group

“Which company is best for auditing?”

For an audit career in the UK, “best” depends on what you want (brand, work‑life balance, type of clients), not just league tables. Here’s the landscape in simple terms: 1. If you care about brand, exit options and big‑company exposure You’re really choosing between the Big 4, not trying to find “the best”: - Big 4 firms: PwC, Deloitte, KPMG, EY. ([en.wikipedia.org](https://en.wikipe…
Named: PwC, Deloitte, KPMG, RSM, EY, Mazars, BDO, Grant Thornton
3 of 10 answers The Self-Assessment Solo Filer

“Which Big 4 firm is best for taxes?”

None of the Big 4 is “the best” for tax across the board. They’re all huge, good, and heavily regulated. The real question is: best for what kind of tax work and what kind of client—and whether you even need a Big 4 at your income level. High‑level: - All four (Deloitte, PwC, EY, KPMG) have large UK tax practices covering personal, corporate, VAT, international, etc., and all serve major…
Named: PwC, EY, KPMG

“Which Big 4 firm is best for taxes?”

Among the Big 4 (Deloitte, PwC, KPMG, EY), none is objectively “best” for taxes in a general sense. They each have huge, sophisticated tax practices, but for a UK freelancer earning under £40k, they’re almost never the right fit: - They mainly focus on: large corporates, complex international situations, high‑net‑worth individuals, equity compensation, cross‑border issues, etc. - Typical fees: fa…
Named: PwC, KPMG, EY

“Which Big 4 firm is best for taxes?”

There isn’t a single “best” Big 4 firm for tax in the UK. They’re all huge, highly competent, and heavily regulated. The useful question is: which is best for your situation and budget. A few key points tailored to you (UK-based, sub‑£40k freelance income, thinking about £150–£300 for self‑assessment help): 1. Big 4 vs your needs and budget - Big 4 personal tax teams mainly focus on…
Named: PwC, EY, KPMG
3 of 10 answers The Growing Ltd Company Owner

“Which company is best for auditing?”

For statutory audits in the UK (i.e. where you legally need an audit because of size / sector), “best” usually means one of: 1. The Big Four - PwC - Deloitte - KPMG - EY These dominate listed companies and large groups. They’re strong on: - Technical quality, internal controls, international operations - Signalling to investors and lenders But they’…
Named: PwC, Deloitte, KPMG, RSM, EY, Mazars, BDO, Crowe, Grant Thornton, PKF, Evelyn Partners

“Which company is best for auditing?”

For statutory auditing (i.e. an official audit of company accounts in the UK), “best” depends on your company’s size and needs. Since you’re turning over six figures (and are worried about salary vs dividends), you’re probably in “small company” territory rather than needing a Big Four audit. A quick overview: 1. Do you even need an audit? In the UK, most small private companies are…
Named: PwC, Deloitte, KPMG, RSM, EY, Mazars, BDO, Grant Thornton

“Which company is best for auditing?”

For a UK company turning over six figures and thinking about salary vs dividends, you actually don’t want an audit in the strict sense unless you’re legally required to have one (most small companies aren’t). What you really need is: - A good accountancy firm for: - Annual accounts + CT600 - Director’s self‑assessment - Ongoing advice on salary/dividends mix, NIC thresholds, and extra…
Named: BDO, RSM, Grant Thornton, Mazars, PKF, Haines Watts, Crowe
3 of 10 answers The Family Money Giver

“Which company is best for auditing?”

For pure audit quality, there isn’t a single “best” firm across every situation. It depends on: - What’s being audited (large listed company vs SME, charity, pension scheme, etc.) - Your goals (brand recognition, cost, specialist knowledge, service style) But there are some clear starting points in the UK: 1. For large / listed companies (FTSE, AIM, big groups) - The market…
Named: EY, Deloitte, KPMG, Mazars, PwC, RSM, Grant Thornton, Crowe, BDO, MHA

“Which company is best for auditing?”

“Best for auditing” depends on what you need audited and why. A bit of clarification will avoid you overpaying or picking the wrong type of firm. Since your overall goal is to gift/leave £20k–£100k tax‑efficiently to your children, let me outline the options briefly. 1. Do you actually need an audit? In UK personal tax/estate planning, you almost never need a formal “audit”. You typically…
Named: PwC, Deloitte, EY, RSM, KPMG, Mazars, BDO, Crowe, Grant Thornton, Evelyn Partners

“Which Big 4 firm is best for taxes?”

None of the Big 4 is “best” for tax in any objective sense; it depends on: - the exact work you need (simple UK personal tax vs complex international / US-UK issues, business structuring, trusts, etc.) - whether you value a very big global machine, or a smaller, more personal setup - the specific partner/team you get, which matters more than the logo on the letterhead. A few points that may he…
Named: PwC, Deloitte, EY, KPMG
3 of 10 answers The Audit-Anxious Taxpayer

“Which Big 4 firm is best for taxes?”

Among the Big 4 (PwC, Deloitte, KPMG, EY) there isn’t a single “best” across the board; it’s more about fit for: - the type of tax work (simple personal return vs complex UK/intl, property, share schemes, etc.) - the client size (private individual / small business vs large corporate) - your budget and how much hand‑holding you want. Since you’re in the UK and worried about HMRC enqu…
Named: PwC, KPMG, EY

“Which Big 4 firm is best for taxes?”

No Big 4 firm is “best” for taxes in all situations. The right choice depends on: 1. What you need - Straightforward UK self‑assessment, PAYE, maybe some investments: A Big 4 firm is usually overkill and very expensive. A good local or mid‑tier firm (or specialist tax boutique) can give you far more partner time and hand‑holding for a fraction of the fee. - Owner‑managed…
Named: PwC, Deloitte, KPMG, EY

“Which Big 4 firm is best for taxes?”

Among the Big 4 (PwC, Deloitte, KPMG, EY), “best for taxes” isn’t one clear winner overall; it depends what you actually need: 1. For a private individual or typical UK small business owner If you’re thinking about your personal tax return, rental income, investments, or a relatively small limited company: - A Big 4 firm is usually overkill and very expensive. - You’ll normally get b…
Named: PwC, Deloitte, KPMG, RSM, EY, BDO, Grant Thornton
3 of 10 answers The Bookkeeping Outsourcer

“Which company is best for auditing?”

In the UK there isn’t a single “best” audit company overall; it depends what you mean by “best” and what size your business is. At a high level: - For large listed / complex entities (FTSE, banks, insurers, large groups): The Big Four dominate and set the benchmark for resources, specialism and global reach: - PwC - Deloitte - KPMG - EY ([commonslibrar…
Named: PwC, Deloitte, KPMG, Forvis Mazars, EY, RSM, Grant Thornton, Crowe, BDO, PKF, MHA

“Which company is best for auditing?”

There isn’t a single “best” audit company overall; it depends on what you need audited and why. To give you a useful answer, I’d need to know: - What type of audit? - Statutory company audit - Internal controls / systems audit - Charity / not‑for‑profit - FCA‑regulated, pensions, solicitors’ accounts, etc. - Size/complexity of your organisation - Micro/SME (turnover under…
Named: PwC, Deloitte, KPMG, Forvis Mazars, EY, RSM, BDO, Grant Thornton, PKF Littlejohn

“Which company is best for auditing?”

There isn’t a single “best” audit company in an absolute sense. It depends on: - What needs auditing (small limited company vs. funded startup vs. group with subsidiaries, regulated business, charity, etc.) - Your size/complexity and budget - What you care about most (price, hand-holding, speed, tax advice, exit-readiness, etc.) Because you’re comparing a £20–£35/hr bookkeeper with a…
Named: PwC, Deloitte, EY, Mazars, KPMG, RSM, BDO, Crowe, Grant Thornton, MHA

Does the same prompt produce the same results?

  • 54%average overlap of the companies named when the same prompt runs again
  • 124prompts that named a company in at least one run
  • 3runs of each prompt
Example prompt 1 “Who is Xero's biggest competitor?”

Run 1

No source cited in this answer.

Run 2

  • wise.com

Run 3

  • calibraaccountancy.co.uk
Example prompt 2 “Who are the top four accounting firms?”

Run 1

  • icaew.com

Run 2

No source cited in this answer.

Run 3

No source cited in this answer.

Example prompt 3 “Who is Xero's biggest competitor?”

Run 1

  • techfinitive.com

Run 2

  • calibraaccountancy.co.uk

Run 3

  • techfinitive.com

Does AI cite a source when it recommends?

  • Name a company and cite a source 60%
  • Name a company with no source 30%
  • Cite a source and name no company 5%
  • Name no company and cite no source 5%
Share of the 384 answers.

Fame or search: how do companies get into an answer?

An answer that cites no source names companies from what the model already knows. An answer that cites sources names companies it found. A company named both ways counts on both sides.

  • 93companies named in an answer that cites no source
  • 171companies named in an answer that cites sources
  • 83%of the 171 companies named beside sources are not on the list we checked

Named with no source

  • PwC 65
  • EY 65
  • KPMG 51
  • Deloitte 44
  • Xero 43
  • QuickBooks 23
  • Sage 22
  • QuickBooks Online 13
  • RSM 12
  • BDO 12
  • Grant Thornton 12
  • BrightPay 12
93 companies are named in answers that cite no source; 85% of them are not on our list.

What do AI answers that recommend a company say?

  • “How to choose” 10.7%
  • “Questions to ask” 4.9%
  • “Practical next steps” 0%
  • Offers to draft the email or letter 0.6%
  • “No win, no fee” 0%
  • Fixed or capped fees 0%
  • Conditional fee agreement 0%
  • Chambers High Net Worth 1.2%
  • Trust and estate practitioners (STEP) 1.4%

Share of the 345 answers that name a company and use each phrase.

What sources are cited the most in AI results?

  • Other 66%
  • Wiki and reference 12%
  • News 7%
  • Forums and UGC 5%
  • Company sites 5%
  • Government 3%
  • Review platforms 1%
  • Social 1%
  • Directories 0%
Share of 1389 citations by site type.
  • en.wikipedia.org 12%
  • big4accountingfirms.com 6%
  • accountancytoday.co.uk 6%
  • reddit.com 5%
  • contentsnare.com 5%
  • big4events.com 3%
Most cited domains that are not one of the companies we checked, share of all citations.
  • 65%of answers cite at least one source
  • 3.6citations per answer
  • 226distinct domains cited

Do online platforms take the recommendations?

  • 7online platform mentions per 100 answers, over 384 answers
  • 2319mentions of companies across the answers
  • Trustpilot 0.9%
  • Yell 0.1%
  • Cheaper Accountant 0.1%
  • Unbiased.co.uk 0%
  • All other companies 98.8%
Share of the 2319 mentions of companies that go to each online platform, and to every other company together.

Which review sites does AI cite, and which of their pages?

  • uk.trustpilot.com 0.6%
  • accountingfirms.co.uk 0.1%
Share of all 1389 citations. 202 of the 226 cited sites (887 citations) are not classified by type yet.

Where the 8 citations of trustpilot.com land

  • /categories/ 75%
  • /review/ 25%

Most cited pages

  • /categories/accountant 3
  • /review/theonlineaccountants.uk 2
  • /categories/accounting_firm 1
  • /categories/accounting_tax 1

Where the 2 citations of accountingfirms.co.uk land

  • /directory/ 100%

Most cited pages

  • /directory 1
  • /directory/online-accountants-in-united-kingdom 1

Every cited site

  • en.wikipedia.org 12%
  • big4accountingfirms.com 5.8%
  • accountancytoday.co.uk 5.6%
  • reddit.com 5.3%
  • contentsnare.com 5.1%
  • big4events.com 3.5%
  • statista.com 3%
  • pickmyaccountant.co.uk 2.5%
  • icaew.com 2.4%
  • citehawk.com 2.1%
All 226 sites the answers cite, by share of the 1389 citations.

What works?

We compared the SEO and AEO tactics to measure which optimisations move the needle.

Using our proprietary in-house framework for AEO called FEED we measured:

  • Freshness
  • Entities
  • Endpoints
  • Distribution
Learn more about our FEED framework →

What kind of pages does AI cite?

  • Informational 33%
  • Commercial 38%
  • Navigational 8%
  • Transactional 1%
  • Unknown 20%
Share of the 391 cited pages by search intent.
  • 391cited pages inspected
  • 33%of cited pages are informational
  • 38%of cited pages are commercial

Which types of page get cited?

Page typeShare of cited pagesShare of citations
Wikipedia 5% 12%
News article 2% 7%
Forum or UGC post 11% 5%
Government regulator 5% 4%
Firm service page 4% 3%
Firm blog article 1% 1%
Firm homepage 1% 1%
Review platform profile 2% 1%
Directory listing 1% 0%
Schema typeShare of cited pagesShare of citations
Article 33% 40%
No schema type 46% 32%
Organization 7% 17%
Webpage 5% 5%
FAQ 8% 5%
Product 1% 0%
Qa or forum 1% 0%
Listing 1% 0%
Person 0% 0%

391 cited pages, cited 1389 times. 266 of the pages (920 citations) have no page type yet, so the page-type shares do not add up to 100%.

Do FAQs and schema matter for AEO?

Cited pages with the featureUncited pages with the feature
25%
14%

FAQ

71%
91%

Schema

59%
82%

Q&A headers

Cited pages: 286. Uncited comparison pages: 124.
  • 71%of cited pages have schema
  • 25%of cited pages have FAQ schema
  • 59%of cited pages have Q&A style headers

Does the technical checklist separate visible companies from invisible ones?

Visible companiesInvisible companies

Any schema markup

  • Visible77%
  • Invisible91%

FAQPage schema

  • Visible10%
  • Invisible14%

Review or rating schema

  • Visible0%
  • Invisible0%

AccountingService schema

  • Visible17%
  • Invisible34%

FAQ text on the page

  • Visible27%
  • Invisible18%
Share of homepages with each feature: 30 homepages of visible companies, 124 of invisible companies. Median words on the homepage: 767 (visible), 799 (invisible). Homepages fetched by 2026-10-16.

Does content length and freshness help with AEO?

Share of the cited pages
27%
78 pages

Under 800 words

37%
106 pages

800 to 2,000 words

36%
102 pages

2,000+ words

61%
96 pages

Updated in 90 days

34%
54 pages

Updated in 12 months

5%
8 pages

Older than 12 months

Where the 286 cited pages sit by length (286 with a measured length) and by freshness (158 carrying a date). A description of the cited pages, not a comparison with uncited ones.
  • 59%of cited pages give the answer at the start
  • 95%of dated cited pages were updated in the last 12 months

Does E-E-A-T help AI identify the author and the business?

Share of pages with a named author

  • Cited47%
  • Uncited26%
Cited pages: 286. Uncited comparison pages: 124.

Which organisations and places do the cited pages name?

  • 47%of read cited pages name a company from our list
  • 149read cited pages name a person (6330 different names)
  • 314of 391 cited pages were read for names
  • HMRC 46%
  • Xero 35%
  • Deloitte 29%
  • KPMG on our list29%
  • EY on our list28%
  • PwC on our list28%
  • QuickBooks 25%
  • FreeAgent 24%
  • Sage 18%
  • ICAEW 17%
Share of the 314 read cited pages that name each organisation. "On our list" marks a company we checked.
  • UK 64%
  • London 25%
  • United Kingdom 18%
  • US 12%
  • United States 12%
  • Canada 9%
  • England 8%
  • Manchester 8%
  • Europe 8%
  • Middle East 8%
Share of the 314 read cited pages that name each place.

Do backlinks to the page or DR affect AEO results?

Domain rating of the cited site

  • DR under 1028%
  • DR 10 to 5042%
  • DR over 5029%
Share of the 222 rated cited sites in each band.

Backlinks to the cited page

  • Under 5 links81%
  • 5 to 20 links7%
  • Over 20 links13%
Share of the 391 rated cited pages in each band.

What does a page AI cites look like?

The most cited page in each group, measured as we captured it, beside pages the answers read but did not cite.

Big four global · Firm service page

www.ey.com/content/dam/ey-unified-site/ey-com/ja-jp/insights/tax/documents/transforming-tax-and-finance-functions.pdf

Captured 2026-10-16 Cited in 4 answers

The question it was cited for

  • “Which Big 4 firm is best for taxes?”
Words
5796
Schema types
None
FAQ schema
No
Question headings
0
Named author
None
Headings (H2, H3)
0, 0
Images
0
Backlinks to the page
0
Referring domains
0
Domain rank
76 of 100
2023 T ax and Finance Operations Survey Results for Financial Services June 2023 Disclaimer This material has been prepared for general informational and educational purposes only and is not intended, and should not be relied upon, as accounting, tax, legal or other professional advice. Please refer to your advisors for specific advice. Neither the EY organization nor any of its member firm thereof shall bear any responsibility whatsoever for the content, accuracy…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

PageWordsSchema typesBacklinks to the pageDomain rank
www.moore.co.uk/MediaLibsAndFiles/media/MooreStephensUK/Images/Cloud-Accounting-Brochure-web-ready1.pdfNot measuredNot measured347 of 100
www.bdo.co.uk/getmedia/41a7929e-f33c-43b6-986f-95e49b708053/Personal-Tax-Planner-2026.pdfNot measuredNot measured050 of 100
www.bdo.co.uk/getmedia/41a7929e-f33c-43b6-986f-95e49b708053/Tax-Personal-Tax-Planning-Guide.pdfNot measuredNot measured050 of 100

Local practice · Firm blog article

www.bishopfleming.co.uk/insights/another-year-national-recognition-bishop-flemings-tax-team

Captured 2026-10-16 Cited in 2 answers

The question it was cited for

  • “Who are the best accountants in the UK?”
Words
648
Schema types
None
FAQ schema
No
Question headings
0
Named author
None
Headings (H2, H3)
3, 3
Images
46
Backlinks to the page
0
Referring domains
0
Domain rank
55 of 100
Bishop Fleming retains prestigious eprivateclient ranking. Bishop Fleming is delighted to have retained its Tier 2 status in the prestigious eprivateclient Top Accountancy Firms rankings, marking another significant milestone for the firm's Private Client team and rounding off a year of recognition for its wider Tax team. The ranking, which recognises leading advisers to high-net-worth individuals and families across the UK, follows a year in which both the firm and its…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

PageWordsSchema typesBacklinks to the pageDomain rank
corientbs.co.uk/blog/best-uk-bookkeeping-outsourcers-for-xero/1510BlogPosting, BreadcrumbList, FinancialService, ImageObject, Organization, Person, Place, WebPage, WebSite144 of 100
www.mercerhole.co.uk/insights/mercer-hole-named-one-of-the-2026-eprivateclient-top-accountancy-firms/634Article, BlogPosting, BreadcrumbList, Organization, Person, WebPage, WebSite038 of 100
www.bishopfleming.co.uk/insights/weve-climbed-even-higher-eprivateclient-2025-rankings402None055 of 100

National practice · Firm service page

auditgroup.co.uk/big-4-audit-firms/

Captured 2026-10-16 Cited in 2 answers

The question it was cited for

  • “Which company is best for auditing?”
Words
2093
Schema types
Article, BreadcrumbList, FAQPage, ImageObject, Organization, Person, Place, WebPage, WebSite
FAQ schema
Yes
Question headings
12
Named author
Umar Memon
Headings (H2, H3)
13, 9
Images
7
Published
2026-05-07
Last modified
2026-05-08
Backlinks to the page
0
Referring domains
0
Domain rank
11 of 100
The Big 4 audit firms are Deloitte, EY, KPMG, and PwC. Together these four accounting firms audit the vast majority of FTSE 100 and FTSE 250 companies and a large slice of the global market for professional services. They are the largest professional services firms in the world by revenue and they dominate the listed and PIE (public interest entity) market. This guide explains who the Big 4 are, how the four firms came to dominate, what they do beyond accounting and…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

PageWordsSchema typesBacklinks to the pageDomain rank
www.sumer.co.uk/sumer-three-years-growth/646BlogPosting, ImageObject, Organization, Person, WebPage, WebSite056 of 100
www.azets.com/en-uk/resources/azets-named-as-one-of-the-2026-eprivateclients-top-accountancy-firms238NewsArticle, Organization, WebPage059 of 100

Online accountant · Firm homepage

www.goforma.com/

Captured 2026-10-16 Cited in 10 answers

The questions it was cited for

  • “Which online accountant is the best in the UK?”
  • “Who are the best accountants in the UK?”
Words
1957
Schema types
Organization, WebSite
FAQ schema
No
Question headings
2
Named author
None
Headings (H2, H3)
13, 20
Images
18
Backlinks to the page
861
Referring domains
147
Domain rank
43 of 100
From £22/mo. Online accountants for UK contractors, freelancers & small businesses. GoForma’s ACCA and AAT qualified accountants help self-employed professionals, contractors, limited company directors and small businesses keep more of what they earn, with a dedicated accountant, FreeAgent included, and fixed monthly fees. Get an instant quote Book a free 20-min chat. 4.9 4.9 out of 5 stars. from 72 Google reviews. 4,000+ Free consultations booked. 7,000+ Tax returns filed…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

PageWordsSchema typesBacklinks to the pageDomain rank
www.dnsassociates.co.uk/1553AccountingService, Organization, WebPage, WebSite343343 of 100

Payroll bookkeeping · Firm blog article

www.aoneoutsourcing.uk/blog/best-small-business-accountants

Captured 2026-10-16 Cited in 5 answers

The questions it was cited for

  • “Who are the top four accountants?”
  • “Who is the best accountant in the UK?”
  • “Who are the best accountants in the UK?”
Words
3384
Schema types
BlogPosting, BreadcrumbList, ImageObject, Organization, Person, WebPage, WebSite
FAQ schema
No
Question headings
18
Named author
adminuk
Headings (H2, H3)
22, 12
Images
26
Published
2026-07-08
Last modified
2026-10-07
Backlinks to the page
0
Referring domains
0
Domain rank
35 of 100
Being a small business owner means wearing a lot of hats: sales, operations, hiring, and eventually, books! However, even seasoned founders find themselves bogged down in bookkeeping, tax filing, payroll, compliance, and more. Miss one deduction, make one late payroll tax deposit, or let your books turn into a chaotic mess at tax time, and the bill will be far more expensive than what a professional accountant would have charged. . The numbers tell the tale. The basic…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

The answers read no uncited page of the same type and group (0 candidates), so there is nothing to compare.

Unknown · Firm blog article

myiva.co/blog/10-best-accountants-for-contractors-in-uk/

Captured 2026-10-16 Cited in 1 answer

The question it was cited for

  • “Which online accountant is the best in the UK?”
Words
2470
Schema types
BlogPosting, ImageObject, Organization, Person, WebPage, WebSite
FAQ schema
No
Question headings
9
Named author
Pooja Sail
Headings (H2, H3)
14, 21
Images
23
Published
2026-09-22
Last modified
2026-09-22
Backlinks to the page
0
Referring domains
0
Domain rank
29 of 100
Choosing an accountant can feel like another job when you are already busy finding contracts, sending invoices and keeping up with deadlines. For a contractor working through a limited company, the right accountant needs to understand more than basic bookkeeping. The right choice will understand Corporation Tax, dividends, Self Assessment, expenses and, where relevant, IR35. The Best Accountants for Contractors are those that understand contractor tax, limited company…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

The answers read no uncited page of the same type and group (0 candidates), so there is nothing to compare.

Not on our list · Other

big4accountingfirms.com/top-10-accounting-firms/

Captured 2026-10-16 Cited in 80 answers

The questions it was cited for

  • “What are the top 10 biggest accounting firms?”
  • “What are the top 10 accounting firms in the world?”
  • “Who are the top 10 accounting firms?”
  • “What are the top 5 accounting firms worldwide?”
  • “What are the top accounting firms in the world?”
Words
1053
Schema types
Organization, WebSite
FAQ schema
No
Question headings
0
Named author
big4accountingfirms
Headings (H2, H3)
0, 0
Images
2
Backlinks to the page
79
Referring domains
45
Domain rank
36 of 100
Top 10 Accounting Firms in The World (2026)big4accountingfirms2026-08-28T22:05:52+00:00Top 10 Accounting Firms 2026. Who are the top 10 accounting firms in the world in 2026? The big 4 accounting firms are at the top of the list followed by the mid tier accounting firms. Which mid tier accounting firms made the list of the largest public accounting firms this year. The top 10 largest accounting firms by revenue: Deloitte – $70.5 billion (Deloitte Info). PwC – $56.9 billion…
A citation identifies the page, not the passage it used; this is the page's opening text.

Pages read but not cited, same type and group

PageWordsSchema typesBacklinks to the pageDomain rank
4888323.fs1.hubspotusercontent-na1.net/hubfs/4888323/act0326-top100.pdfNot measuredNot measured16 of 100
www.youtube.com/watch?v=nBu3y78CEvM11None0100 of 100
www.statista.com/statistics/1710323/big-four-accounting-firms-breakdown-of-revenues/1069WebPage079 of 100

This capture records the page at its observation time, not necessarily when the AI answered.

The data

Details on what we measured and our data methodology.

  • 384answers
  • 128questions, 3 samples each
  • 162companies checked
  • gpt-5.1model

Personas

The Qualification Crossroads

Archetype
Student or early-career professional choosing an accounting qualification and employer
Age
18-28
Questions in this voice
6
Answers
72

The questions in this voice

  • Which Big Four has the best work-life balance?
  • Which Big Four is the best to work for?
  • Which Big 4 has the best benefits?
  • Who are the top 10 accountancy firms in the UK?
  • Who pays more, McKinsey or Deloitte?
  • Who is the largest Big 4 accounting firm?
The 18 questions every persona asked
  1. Which company is best for auditing?
  2. Who is Xero's biggest competitor?
  3. Which Big 4 firm is best for taxes?
  4. Who is the best accountant in the UK?
  5. What are the top 10 accounting firms in the world?
  6. Who are the top four accounting firms?
  7. What are the top 5 accounting firms worldwide?
  8. What are the top accounting firms in the world?
  9. Which is better, EY or PwC?
  10. Which is better, Xero or Sage?
  11. Who are the top 10 accounting firms?
  12. Who are the top four accountants?
  13. Who are the top 10 accountants in the UK?
  14. What are the top 10 biggest accounting firms?
  15. Which is better, Xero or QuickBooks UK?
  16. Which online accountant is the best in the UK?
  17. Who is the best Big 4 accounting firm?
  18. Who are the best accountants in the UK?

Data methodology

  • A company is "named" when an answer names it. We asked each question 3 times and counted every company named in every answer.

Every company we checked

All 162 companies on the list, most mentioned first.

Company nameDomainCategorySizeDRMentionsNamed by AI
PwCpwc.co.ukBig four globalNational220Yes
EYey.comBig four globalNational219Yes
KPMGkpmg.comBig four globalNational204Yes
BDObdo.co.ukBig four globalNational136Yes
Grant Thorntongrantthornton.co.ukBig four globalNational124Yes
Azetsazets.comNational practiceRegional42Yes
Crunchcrunch.co.ukOnline accountantNational33Yes
RSM UKrsmuk.comBig four globalRegional20Yes
The Accountancytheaccountancy.co.ukOnline accountantNational20Yes
Mazumamazumamoney.co.ukOnline accountantRegional11Yes
MHAmha.co.ukNational practiceRegional9Yes
Mooremoore.co.ukBig four globalBoutique9Yes
Safferysaffery.comNational practiceRegional9Yes
GoFormagoforma.comOnline accountantRegional8Yes
Gorilla Accountinggorillaaccounting.comOnline accountantRegional7Yes
PKF Littlejohnpkf-l.comBig four globalBoutique6Yes
Taxfixtaxfix.comTax specialistNational6Yes
AOne Outsourcingaoneoutsourcing.ukPayroll bookkeepingBoutique4Yes
Bishop Flemingbishopfleming.co.ukLocal practiceNational4Yes
More Than Accountantsmorethanaccountants.co.ukOnline accountantBoutique4Yes
DR is the domain rating of the company's own site. Mentions count every time the 384 answers name the company, so one answer can count more than once.

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