The way potential clients are finding lawyers online is changing. Traditional SEO (Search Engine Optimization) is being supplemented by GEO (Generative Engine Optimization).
GEO is the practice of structuring digital content so AI-powered search and answer tools, select, cite and recommend your law firm.
In this blog we will focus on the content lawyers should be writing and where they should distribute it to appear in top AI searches.
Reputation management plays a major role in how large language models (LLMs), a form of artificial intelligence (AI), interpret, summarize, and recommend law firms before a potential client ever visits their website.
ChatGPT by OpenAI is the most used large language model (LLM) globally, commanding the largest share of consumer and enterprise traffic, holding roughly 68% of user traffic. Google Gemini is the second-largest player with an 18% market share.
Reputation management once centered on controlling the first page of Google search results. While that still matters, lawyers must also manage how they appear in AI Overviews. This is where legal awards and law firm profiles in legal directories become especially important.
Cross-promote your credentials: for example, highlight your Martindale-Hubbell AV rating on profiles such as Avvo and Justia, both of which include sections for legal awards. Keep every legal profile current, prioritize strong lawyer recommendations on Avvo, and update awards on each attorney profile on your firm’s website.
Strong attorney profiles will lead to strong AI data, essentially being valuable “links” to the AI world.
Best Practices when Writing Your Law Firm Profile and Attorney Bios for LLMs.
- Use a high-quality, non-pixelated headshot, and keep it consistent across all directory listings and legal profiles.
- Include your name naturally in the text, especially your last name. Use strong action words such as “earned” and “contributes,” and make each profile unique rather than copying and pasting the same wording across different sites.
- Include legal awards. These awards play an important role when it comes to showing up in “suggested” AI search results. The legal awards that rank highest in AI Search are Chambers, Super Lawyers, and Best Lawyers. Localized awards are important, too. Think Best of Miami, Miami-Dade Favorites, etc.
LLMs prioritize the same credibility signals that legal awards recognize, which is why legal awards are so important in AI search.
AI Content Writing Secrets for Success:
Around June of last year, Google released an update emphasizing personal experience and expertise. Incorporate those qualities into your content instead of relying only on general informational pages. Share details about your own experience and successful client outcomes. To rank well, your content should be authentic and reflect your direct, personal experience.
- Include FAQs about you and your practice: AI favors clear questions and answers.
- Never Upload AI generated content without reading it first.
- Use multiple models to check and write the content.
- Check your content like an opposing party’s brief.
- Make sure the content is legally correct.
- Add personal experience and expertise.
Breakdown of AI Data Distribution:
- Law Firm Website
- Lawyer & Law Firm Directories
- Business Directories
- Social Media (i.e. – Microsoft = LinkedIn, Meta = Facebook, Twitter = Grock)
- Google Business Profile
A Checklist for Attorneys:
- AI recommendations will overtake search for finding lawyers. Focus on AI recommendations, not just webpage search rankings.
- You need to know what the AI services say about your lawyers and law firm.
- You need to know what data AI uses (your website, directories and social media profiles).
- Update the information on these profiles.
- Receive AWARDS & RATINGS!
- Feature these awards and ratings on all profiles.
- Google Gemini highly values information and reviews from Google Business Profiles.
- Strong profiles will lead to strong AI data. These profiles are “links” into the AI world.
- Use Question and Answer format to share legal knowledge. Work in personal experience in content.
RELATED RESOURCE: How Lawyers Can Be Recommended on Google Search AI & Other AI Models | Tim Stanley | Justia Webinars
