Get your firm named when prospective clients ask ChatGPT, Gemini, or Google’s AI for a lawyer.
Since 2015, we have helped firms grow inside their bar rules.
GEO is the work of getting your firm named and described accurately when someone asks an AI tool for legal help. You might also hear it called answer engine optimization (AEO) or AI search optimization. It applies to ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity, Claude, and Copilot.
A prospective client used to search “car accident lawyer near me” and scan ten links on Google’s results page. Now many of them type the question straight into ChatGPT: “Who’s a good car accident lawyer in San Antonio?” The answer usually names a handful of firms. If yours isn’t on that list, that person may never visit your website.
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SEO | GEO | |
|---|---|---|
Goal | Rank in Google search results | Get named in AI-generated answers |
Where it shows up | Google’s list of links and the map pack | ChatGPT, Gemini, Perplexity, Google AI Overviews and AI Mode |
What it relies on | Your website, links, and Google Business Profile | The same, plus directories, reviews, and outside mentions |
How you know it’s working | Rankings, traffic, and calls | How often AI names your firm and what it says about you |
For the full background, read our guide to what GEO is and how it works.
AI tools build their answers from sources they already trust. For a law firm, that means:
When those sources are thin or contradict each other, one of two things happens. AI recommends a firm with a clearer footprint or it describes your firm incorrectly, listing a practice area you dropped, an office you closed, or an attorney who left years ago.
That’s why we don’t sell GEO by itself. Google says its AI features are rooted in its core Search ranking systems, so its AI answers lean on pages that already do well in Google search. And the other AI tools rely on many of the same directories and review sites. A firm with weak law firm SEO gives AI very little to work with. GEO builds on that foundation.
Run a free AI visibility report. We ask ChatGPT, Gemini, Google AI Mode and Google AI Overviews ten questions a client might ask, then show whether your firm is named and your website cited.
GEO is built into our SEO engagements and covers five areas.
We ask AI tools the questions your clients ask, by practice area and city, and note which firms come up and what the answers say about yours. That tells us where you stand and what to fix first.
We rewrite practice area pages and FAQs so the answer to each question sits in the first sentence or two and your city and state are named toward the top. AI tools pull from pages like that. They have a harder time with pages that bury the answer under three paragraphs of introduction.
Your firm name, attorneys, bar admissions, practice areas, and offices should match on your site, Google Business Profile, and every legal directory. Mismatches make AI less sure who you are. We also add structured data (schema markup) to your pages so AI can read them more easily.
AI tools often cite review sites and directory ratings when they recommend a firm. We help you ask for reviews the right way. That means never offering anything of value in exchange for a review, which ABA Model Rule 7.2 prohibits, and following any testimonial rules your state adds.
Every month we re-check how AI tools describe your firm and whether they name you more often. You get a plain-language summary with your SEO report.
We find out how AI tools describe your firm today and which firms they name instead.
We correct your firm details across your site, profiles, and directories, and clean up technical SEO issues.
We publish pages AI can quote and help you earn reviews and outside mentions.
We check your AI visibility each month and change the plan based on what moves.
Content written for AI to quote is still attorney advertising. ABA Model Rule 7.1 and the state rules based on it bar false or misleading claims about your firm. Most states limit “expert” and “specialist” to attorneys with a recognized certification, and comparisons like “best” have to be backed up. Many states also require disclaimers on case results and testimonials.
AI raises the stakes. A chatbot may paraphrase your page or lift one sentence out of context. If that sentence overpromises, AI can repeat it to anyone who asks.
Many agencies selling GEO to law firms never bring this up. We write every page with your state’s rules in mind from the first draft. Read more about marketing within the attorney advertising rules, state bar rules on AI-generated ads, and staying compliant in AI search.
Crosley Law is a personal injury firm in San Antonio, a crowded search market. In December 2025 we started an always-on AI workflow that reviews the firm’s website every day, alongside our SEO and content work. By September 2026:
Every firm’s market is different, and results vary.
We work with highly regulated industries, with law firms at the center, and that shapes how we handle GEO.
If you also want help using AI for intake or content, see our AI consulting for law firms.
SEO helps your firm rank in search results and GEO helps your firm get named in AI-generated answers. They rely on many of the same signals, which is why we handle them together. Our GEO guide goes deeper.
Yes, if you want to show up in AI answers as well as search results. Good SEO is the foundation, but AI tools also weigh directory profiles, reviews, and outside mentions that standard SEO work often skips.
No. GEO is part of our law firm SEO service. Strong SEO is what gives AI tools a reason to trust and cite your firm, so we don’t sell one without the other.
AI tools look for firms that show up consistently across sources they trust. That includes your website, Google Business Profile, legal directories, review sites, and news coverage. A firm with matching details, strong reviews, and clear practice area pages gives AI more reasons to name it.
ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity, Claude, and Copilot. Most of them draw from the same sources, so the work helps across all of them.
GEO builds over time the same way SEO does. Fixes like correcting your firm details can show up sooner. Earning trust through content, reviews, and mentions is ongoing, and you’ll see your progress in every monthly report.
No. No one controls what AI tools say, so be wary of any agency that promises a spot in results. What we can improve are the sources AI draws from: your site, profiles, reviews, and mentions.
Yes. We write every page and review request with your state’s advertising rules in mind, including limits on claims, case results, and testimonials.
For most firms, no. If AI tools can’t read your site, they can’t cite it. Private or client-only content is the exception, and we’ll check your settings during the audit.
Tell us where the firm is and where you want it to be. We come back with the math: what is working, what is not, and what to fix first.