Thinking on AI visibility for law firms.
Substantive writing on how AI is reshaping the way clients find and select legal representation, and what firms can do about it.
AI for law firm marketing: the complete guide for 2026
The single guide to AI visibility for law firms: all five AI engines, how the answer gets scored, and the strategy that moves your firm onto the shortlist.
Your Website Traffic Is Down This Year? Thank Google's AI Overview.
Your rankings held and your traffic still fell. Google's AI Overview now answers the client's question at the top of the page and ends the search there. How much traffic it captures, and why law firms go dark inside it.
Your buyer researches you across ChatGPT, Perplexity, Gemini, and Claude. Each one judges your firm differently, and appearing on one says almost nothing about the others.
Search StrategySEO you know. Then someone says AEO, GEO, AIO, SXO, and a vendor email throws in LLMO for good measure. Here is what each one actually means, with a real legal example.
AI CitationsChatGPT's single most-cited source isn't a newspaper or a legal directory. It's Wikipedia, by design. Here is what that means for whether your firm ever gets named.
AI visibilityThe firms with the deepest reputations are often the ones AI represents worst. Here is why the selection moment moved into AI answers, and what closes the gap.
AI searchAI citation engines apply aggressive time decay to content freshness. Most firms publish once and walk away. Here is the 30-day mechanic, and how to build a refresh cadence that holds.
AI searchGoogle'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.
How AI worksA look inside the five signals that determine whether your firm gets named when a client asks AI for a recommendation.
The fundamentalsClients are no longer starting their legal search on Google. The firms in AI answers get shortlisted first. Everyone else is invisible at the exact moment of choice.
GEO · AEO · SEOGoogle just made its biggest search changes in 25 years. Here is what each discipline looks like now, and what your firm should be doing differently.
Does AI recommend your firm right now?
The free check shows you exactly where your firm stands across ChatGPT, Perplexity, Claude, Gemini, and Copilot, and who is being recommended instead of you.