GEO & AEO: Getting Your Law Firm Recommended by AI
Clients increasingly ask ChatGPT, Gemini and Google’s AI Overviews to recommend a lawyer. Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) make your firm the one the AI names. This is the channel most firms have not even started on.
Get a free growth auditWhat are GEO and AEO?
GEO (Generative Engine Optimization) is the practice of getting your firm cited and recommended inside AI assistants like ChatGPT, Gemini, Perplexity and Google AI Overviews. AEO (Answer Engine Optimization) is the closely-related work of structuring your content so search and AI engines can lift a direct, authoritative answer from it. Together they position your firm as a trusted source these systems recognise and surface.
This matters because AI is changing how clients find lawyers: instead of ten blue links, they get one or two recommendations. See how AI is reshaping client search in 2026.
How firms get surfaced by AI
What is GEO?
How lawyers actually get recommended by ChatGPT — the foundations explained.
Read the guide →Winning AI Overviews
Answer-first content and structure that earns a place in Google’s AI Overviews.
Read the guide →Structured data & schema
The machine-readable signals that tell AI exactly who your firm is and what it does.
Read the guide →The four signals that earn AI citations
From our work, AI systems consistently favour firms with: (1) clear entity signals — consistent name, location and schema so the model knows who you are; (2) answer-first content — direct, well-structured answers to real client questions; (3) off-site validation — citations and mentions across the sources these models read; and (4) a clean, machine-readable site, including a curated llms.txt. We build all four into every engagement.
Want a concrete example? Read our GEO case study on getting a firm recommended by ChatGPT.
Where GEO fits
GEO does not replace search — it extends it. It rests on the same foundations as classic SEO and local SEO, amplified by authority content. Getting the fundamentals right is what makes your firm citable in the first place.
Be the firm AI recommends
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