Getting a Law Firm Recommended by ChatGPT & AI Search
How we positioned a firm to be recommended by ChatGPT, Gemini and Google AI Overviews using Generative & Answer Engine Optimization.
The Challenge
Clients have started asking tools like ChatGPT and Google’s AI Overviews “who is a good lawyer for a property dispute in my city?”. These AI answers increasingly drive real hiring decisions — but the firm was nowhere in them. Traditional SEO alone does not guarantee an LLM will surface or cite you.
Our Approach
We implemented Organization, LegalService, FAQ and Article schema; rewrote content into an extractable answer-first question-and-answer format; published a curated llms.txt and ensured AI crawlers could reach the most citation-worthy pages; and built consistent off-site citations so the sources LLMs synthesize from agreed on the firm’s expertise.
The Results
- Appeared as a cited source and recommendation in ChatGPT and AI-search answers for core practice areas
- Inclusion in Google AI Overviews for several informational legal queries
- A new, defensible channel of high-intent enquiries competitors were ignoring
- Compounding authority as more AI tools indexed the structured content
Key Takeaway
AI search is the next frontier of client acquisition. Firms that structure their expertise for machines today — with schema, answer-first content and consistent off-site signals — become the names AI recommends tomorrow.
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Get My Free Growth AuditFrequently Asked Questions
What is GEO and why does it matter for lawyers?
Generative Engine Optimization positions your firm to be cited and recommended by AI assistants like ChatGPT and Google AI Overviews — an emerging, high-intent client channel.
How do you get a law firm recommended by ChatGPT?
Through structured data, answer-first content, a clean llms.txt and consistent off-site citations, so AI systems recognise and surface your firm’s expertise.