Thinking on AI visibility for law firms.

Clients used to check you out on your website. Now they check you out inside the AI answer. Research published last month shows why traffic is the wrong metric, and what to measure instead.

Your rankings held and your traffic still fell. Google's AI Overview answers the question and ends the search. Why law firms go dark inside it, and what to do.

Your buyer researches you across the AI engines your buyers use. Each one judges your firm differently, and appearing on one says almost nothing about the others.

SEO you know. Then someone says AEO, GEO, AIO, SXO, and a vendor email throws in LLMO for good measure. Each one defined in plain English, with a real legal example.

ChatGPT's single most-cited source is Wikipedia, by design, ahead of every newspaper and legal directory. Why that decides whether your firm ever gets named.

The firms with the deepest reputations are often the ones AI represents worst. Why the selection moment moved into AI answers, and what closes the gap.

Google's guide explains the mechanics behind query fan-out: how AI breaks one question into many parallel searches. What every law firm marketer should understand about it.

Seven plain questions to ask any AI visibility vendor before you sign, and the market named, provider by provider.

What a check measures, what you get back, how to read the result, and why a law firm needs a different one.

ChatGPT does not rank you the way Google does. It answers with a few names, and nothing else. What it relies on for legal questions, and how a firm becomes a source it trusts.

A look inside the five signals that determine whether your firm gets named when a client asks AI for a recommendation.

Buyers ask AI to build the shortlist, vet a referral, and check the firm they already use. The firms named get considered. The rest are passed over.