SEO, AEO and GEO for Law Firms and Legal Services

Yes, because people now ask AI engines the question they used to ask a friend: do I need a lawyer, what will it cost, who should I call. The answer names a handful of firms, and on Google the AI summary often sits above the map pack. Being one of those names is the work. Our page on optimizing for Google's AI results covers the Google side in detail.

We write to them from the first draft. No attorney is called a specialist or an expert unless they hold the certification your state recognizes. No page promises an outcome or implies past results predict future ones. Required disclaimers and the responsible attorney's details go where your bar expects them. Where states differ, as they do on testimonials and client stories, we follow the strictest rule that applies to each office.

It is written to. Every page goes to the partner or compliance lead you name before it is published, and nothing goes live without that sign-off. We never use real client details, even anonymized, unless you supply them with written consent. If your reviewer changes a claim, we keep the change and note it, so the same wording problem does not come back on the next page.

Yes, and for most multi-office firms one site is the stronger choice. Each office gets its own location page, its own Google Business Profile and practice area pages for the cities it actually serves, with attorneys linked to the office where they work. What hurts is copying one city page a dozen times with the name swapped. Engines treat those as duplicates and quote none of them.

They matter, because AI answers about lawyers often cite directories such as Avvo, Justia, FindLaw and state bar listings. We complete and correct the profiles you already have and make sure each one matches your site. We do not buy badges, ratings or reviews. If a directory charges for an upgraded listing, you decide whether it is worth it and pay the directory directly.

Intake is where attribution usually breaks, so we start there. Each practice area page gets its own tracked number and form, AI referrals are split from Google and Bing in your analytics, and we ask intake staff to record how each caller found you. Matched against signed engagements, that gives you cost per signed case from search beside what directories and ads cost.

Your baseline is set in the first 30 days: which firms each engine names for your practice areas and cities, where you rank and where consultations come from now. Crawler, indexation and practice area page fixes start in month one. The first full read against that baseline comes at day 90. Legal searches are competitive, so we never promise a ranking, a citation or a caseload by a date.

Plans run from $499 to $1,499 per month, and the $199 AI Visibility Audit is a one-time check of how engines describe your firm today. A firm with several practice areas or offices usually needs Full Service SEO and AI Visibility. Upgraded directory profiles and any editorial fees are yours to approve and pay. Compare every plan on our pricing page.

Read access to Search Console and analytics, and CMS editor rights so we can publish what your reviewer approves. That is all. We never touch case management, matter files, client records or privileged email, and we don't need them. If your intake or call tracking tool reports booked consultations, a read-only login to those reports is enough for attribution.