ChatGPT gets most of the attention, but clients increasingly use Perplexity and Google’s Gemini to research and shortlist lawyers too. Each works a little differently, and getting recommended by them is the next frontier of legal visibility. Here is how.
How these tools choose sources
Perplexity is search-grounded and cites its sources openly; Gemini blends Google’s index with generative answers. Both reward the same things: authoritative, well-structured, verifiable content from a recognisable entity.
The shared playbook
- Be a clear entity – consistent name, location and schema.
- Publish answer-first content that directly resolves client questions.
- Earn mentions on sources these engines read.
These overlap almost entirely with GEO and AEO and with good SEO. Optimise once, appear across all of them.
This article is part of GEO & AEO: AI Search for Law Firms – our in-depth pillar guide for Indian lawyers.
Read the full guide →Frequently asked questions
Do clients use Perplexity and Gemini to find lawyers?
Increasingly, yes. Both are used to research and shortlist professionals, and both cite or draw on sources, so appearing in them is becoming an important visibility channel.
How do you get recommended by Perplexity or Gemini?
Through clear entity signals, authoritative answer-first content, and mentions on sources these engines read – the same foundations as GEO, AEO and SEO.