The way people find lawyers is changing faster than most attorneys realize. If you’re still thinking only about traditional SEO, you’re missing the biggest shift in search since Google launched.

The Rise of AI-Powered Search

Consider how your potential clients’ behavior is evolving. Instead of typing “personal injury lawyer Los Angeles” into Google, they’re increasingly asking AI assistants:

“ChatGPT, who’s the best personal injury lawyer in LA?”
“Gemini, I was in a car accident—what lawyer should I call?”
“Perplexity, can you recommend a family law attorney in Denver?”

These AI systems don’t show search results. They provide direct recommendations. And if your firm isn’t being recommended, you’re invisible to a growing segment of potential clients.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) is the practice of optimizing your law firm’s online presence to be recommended by AI systems. While traditional SEO focuses on ranking in search results, GEO ensures AI assistants mention your firm when users ask relevant questions.

This isn’t replacing SEO—it’s evolving alongside it. The fundamentals of quality content, authority, and trust still matter. But how we optimize for these factors is changing.

How AI Systems Evaluate Law Firms

AI systems like ChatGPT, Google’s Gemini, and Perplexity evaluate law firms differently than traditional search algorithms. Understanding these factors is crucial:

Entity Clarity

AI systems need to understand exactly what your firm is. Ambiguous or inconsistent information across the web confuses AI and prevents recommendations. You need:

Consistent NAP (Name, Address, Phone) everywhere
Clear practice area definitions
Accurate attorney bios
Comprehensive schema markup

Authority Signals

AI systems look for mentions in authoritative sources before making recommendations. This includes:

Legal directories (Avvo, Martindale, FindLaw)
News publications
Industry websites
Bar association profiles
Scholarly citations

E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

Google’s quality guidelines are even more important for AI. Content must demonstrate:

Experience: Real case handling and client outcomes
Expertise: Deep knowledge of specific practice areas
Authoritativeness: Recognition from peers and industry
Trust: Transparent, accurate, ethical content

Review Sentiment

AI systems analyze reviews across platforms. Volume, recency, sentiment, and specific mentions all influence recommendations. A firm with hundreds of positive reviews will be recommended over one with none.

The Timeline: Why This Matters Now

You might think AI search is “future” technology. It’s not. Consider:

ChatGPT has over 100 million weekly users
Google’s AI Overviews appear in millions of searches
Perplexity processes millions of queries daily
Apple and Samsung are integrating AI into mobile search

By the time most law firms realize AI recommendations matter, the early adopters will have established positions that are difficult to displace.

What Your Firm Should Do Today

1. Maintain Strong Traditional SEO

Traditional SEO feeds AI systems. The content that ranks well in Google is often what AI systems reference. Don’t abandon SEO—it’s foundational.

2. Build Entity Clarity

Audit every place your firm appears online. Ensure information is accurate, consistent, and comprehensive. This includes:

Google Business Profile
Legal directories
Social media profiles
Website schema markup

3. Create Authoritative Content

Produce content that demonstrates genuine expertise. Think:

Detailed practice area guides
Case type explanations
Legal process walkthroughs
Attorney thought leadership

4. Earn Quality Citations

Get mentioned in places AI systems trust:

Legal publications
News outlets
Industry associations
Professional networks

5. Generate Authentic Reviews

Develop a systematic process for requesting reviews from satisfied clients. AI systems consider review patterns when making recommendations.

6. Monitor AI Responses

Regularly ask AI systems about your practice areas and competitors. Understand how they’re currently responding and identify opportunities.

The Competitive Advantage

Here’s what excites me about AI marketing for lawyers: the firms that move now will have a massive, sustainable advantage.

Unlike traditional SEO where catching up is possible, AI authority compounds over time. The firms that AI systems learn to trust and recommend today will be recommended tomorrow. Late adopters will struggle to break through.

My Perspective After 15+ Years

I’ve been in digital marketing for over two decades. I’ve seen every major shift—from the early Google days to mobile-first to voice search. This AI transition is the most significant change since Google launched.

The fundamentals remain constant: quality content, genuine authority, client trust. But the tactics must evolve. Law firms that adapt will thrive. Those that don’t risk becoming invisible to an entire generation of potential clients.

Taking Action

The best time to start preparing for AI-powered search was yesterday. The second-best time is today.

If you want to discuss how to position your firm for the AI-first future while maintaining strong traditional SEO results, let’s have a conversation. This is what I’m focused on, and I’m happy to share what I’m learning.

The future of legal marketing is being written right now. Will your firm be part of it?

How AI is Changing Legal Marketing (And What to Do About It)