How Law Firms Can Improve Their Visibility in AI Search Using AEO and GEO
Artificial intelligence (AI) is transforming the way people search for legal services. Instead of relying solely on traditional search engines, users are increasingly turning to AI-powered tools that generate answers directly from websites, directories, and other online sources.
For law firms, this shift means that traditional search engine optimization (SEO) is no longer enough. Optimizing for AI search requires answer engine optimization (AEO) and generative engine optimization (GEO) strategies. Together, these approaches focus on clarity, credibility, and consistency across the web to ensure your firm is visible in both direct answers (AEO) and AI-generated summaries (GEO).
Below are practical tips firms can implement to increase their chances of appearing in AI-generated results.
Strengthen Your Website Content
AI tools prioritize websites that are clear, accurate, and easy to interpret. Legal content should not only explain services, but also help answer common client questions, the core of AEO.
Consider these strategies:
Add location-specific frequently asked questions (FAQs) sections that address standard business information, as well as common legal concerns in the areas you serve
Write content in a conversational tone that feels approachable and natural
Ensure that your practice areas, contact details, and business hours are clearly listed and consistent throughout your site
Keep pages updated to reflect changes in services or office locations
Optimize for mobile viewing and improve page load times to avoid technical issues that may affect your rankings
Use Structured Data (Schema)
Structured data, specifically schema markup, is a type of code that helps both answer engines (AEO) and generative engines (GEO) understand the context of your site. It gives search tools a more precise view of who you are, what services you offer, and how clients can reach you.
Focus on applying schema to the following elements of your website:
FAQs
Reviews and testimonials
Office hours and contact information
Blog posts and legal guides
Attorney profiles and practice areas
Many firms already use schema to some extent on their sites, but expanding it across more pages supports both concise direct answers (AEO) and longer AI-generated summaries (GEO).
Build a Strong Directory Presence
Online legal directories have become a trusted source of information for AI systems. They help verify a firm’s legitimacy and offer a central place to find consistent information. Directories are especially important for GEO, since generative engines often pull citations from authoritative, third-party sources. Some of the most popular online legal directories, and most cited by AI search results, are Justia, Avvo, and FindLaw.
To make the most of these directories:
Ensure your firm is listed in major legal directories, and that the information is accurate and up to date
Link your website in every directory profile and include detailed descriptions of your services
Encourage attorneys at your firm to create or update their own listings to expand your digital footprint
Monitor reviews and ratings, as many AI platforms factor in public reputation when determining results
A well-maintained presence across directories can increase your visibility significantly and help support your website's authority.
Track and Measure AI Traffic
Once improvements are in place, it is important to track performance. Some AI platforms add unique identifiers to links through the use of UTMs, which can be tracked in call tracking tools, like CallRail, and CRMs, like Lead Docket. Google Analytics 4 (GA4) also enables users to track specific referring pages that brought potential clients to their site. This can be used to track what AI platforms leads are coming from, and where their journey takes them on your website. By monitoring how users find and engage with your site, you can better understand what is working and where to focus your efforts.
This tracking provides insights into both AEO wins (traffic from answer engines and snippets) and GEO wins (traffic from generative summaries and citations).
Consider these steps:
Set up custom channel groups in GA4 to monitor traffic from AI sources
Use referral and landing page data to identify which AI websites users are coming from, and which pages on your site are attracting attention
Analyze session duration, bounce rate, and conversion metrics to determine engagement
Implement UTM tracking and mapping in your call tracking system and CRM to track specific leads that came in from AI platforms
Over time, this data will help highlight opportunities for growth within your firm’s AI reach.
Final Takeaway
AI search is changing the rules for digital visibility. Firms that want to stay competitive should start preparing now. By focusing on AEO to win direct answers, GEO to earn citations in AI-generated summaries, and SEO to remain visible in traditional search, law firms can build a three-part strategy for visibility.
If your firm is ready to enhance its online visibility, these strategies offer a practical starting point. AI is not just the future of search. It is already shaping how clients find their next attorney.
Ready to boost your law firm’s visibility in AI search platform results? Contact Élan today, and let our team of legal marketing experts optimize your content and strategy to ensure you stand out where it matters most!
