A New Form of SEO for Law Firms
Generative Engine Optimization (GEO) - Become the lawyer AI tools mention in answers
In early May, we built a GEO-optimized content structure for a law firm client.
Before that: They weren't appearing in ChatGPT, Perplexity, or Google's AI Overviews—not even for niche queries they specialized in.
Ten days later? They showed up in all three platforms when potential clients asked about their practice areas.
No ads. No hacks. Just making the content readable, structured, and useful for AI.
This walkthrough is what we did at RottenPages—and how any lawyer or firm can do the same.
GEO Is the New SEO
The landscape has fundamentally shifted:
90% of Google searches now include AI overviews
73% of professionals use AI for research and decision-making
1B+ daily ChatGPT queries across all demographics
Traditional SEO: Optimize for Google rankings and clicks GEO (Generative Engine Optimization): Create content that AI engines want to read—and want to recommend
GEO is how you:
✅ Become the lawyer AI tools mention in answers
✅ Get surfaced in ChatGPT, Perplexity, or Google AI Overviews
✅ Build authority through structure, clarity, and relevance
We're no longer optimizing for clicks. We're optimizing to be included in the answer.
If your content isn't readable by LLMs, you're invisible to the fastest-growing segment of legal research.
How AI Tools Actually Surface Legal Content
ChatGPT favors content that's:
✅ Frequently referenced and authoritative
✅ Well-written and neutral in tone
✅ Part of its training set or available via current web access
✅ Structured with clear headings and logical flow
Perplexity pulls current answers from multiple sources and always includes citations. That makes it a great testbed for GEO optimization.
Google AI Overviews use structured page data (schema, FAQs, clarity) to pull quick answers. It's rolling out aggressively and becoming the default search experience.
Bottom line: If your content is vague, slow, or unstructured—it gets skipped while your competitors get recommended.
GEO for Lawyers in 5 Simple Steps
1. Write What Clients Actually Ask
Make a list of 5–10 common legal questions your ideal client asks AI.
Example: "Can I sue for a car accident injury in Nevada?"
Use that exact question as your page title. Then answer it directly in 1–2 clear sentences at the top.
➡️ Don't bury the lead.
✅ Pro tip: Use Perplexity to see real legal questions people are typing in your practice area.
2. Add Legal-Friendly Schema
Use FAQ, HowTo, or Article schema on each page to help AI understand your content structure.
Wrap your content in JSON-LD
Test using Google's Rich Results Tool
Focus on FAQ schema for common legal questions
💡 Tip: Use Google's Structured Data Helper to speed up implementation.
3. Go Live and Get Indexed
Add new pages to your sitemap
Submit them via Google Search Console and Bing Webmaster Tools
Use IndexNow if possible for faster indexing
Critical check: Ensure your site isn't blocking crawlers via robots.txt
4. Format Like an AI Would Read It
Think of how an LLM processes your page:
✅ Clear sections with descriptive headings
✅ No walls of text—break into digestible paragraphs
✅ Use headings, bullets, and bold text strategically
✅ Short paragraphs with substantial, useful content
If your answer only gets partially read—it still needs to make complete sense.
📌 Bonus move: Add a clean summary at the bottom. Many AIs quote summary sections directly.
5. Test and Optimize
Ask Perplexity your target legal question. Does it cite you?
If not:
Tighten the content for clarity
Rephrase for more natural language
Reindex and wait 3-7 days for results
🔍 Monitoring tools:
Direct testing across ChatGPT, Claude, Perplexity
Google Search Console for AI Overview appearances
Regular competitive analysis
Real Results We're Seeing at RottenPages
Case Study Examples:
—> Personal Injury Firm (Texas): Went from 0% to 85% AI visibility in 90 days
—> Family Law Practice (California): Now top-recommended for divorce queries in their market
—> Criminal Defense Attorney (Florida): Shows up when users ask about DUI defense strategies
The pattern is consistent: Firms that implement proper GEO see results within 10-30 days.
A Final Word for Lawyers
This isn't theory. We've done it. We've seen unknown firms and solo lawyers go from invisible to showing up in ChatGPT, Perplexity, and Google AI in under 10 days.
It's not about gaming the system. It's about earning your place in the new search experience.
You're already helping clients. Now help AI tell that story accurately.
The competitive advantage is massive: While most law firms are still optimizing for 2015 Google rankings, their potential clients are getting comprehensive legal guidance from AI—and the firms that understand GEO are getting the referrals.
Ready to Go From Invisible to Mentioned in 10 Days?
We'll test your firm across ChatGPT, Claude & Perplexity to see exactly where you stand right now.
Want the complete GEO implementation plan?
Our $997 Professional AI Visibility Audit includes:
Comprehensive analysis across all major AI platforms
Specific GEO fixes and optimization roadmap
Content templates and schema implementation guide
Competitive analysis of who IS showing up in your market
30-minute strategy call to review findings
Complete report with step-by-step implementation guide delivered in 5-7 business days
📊 Get Your $997 Professional Audit
What you'll discover:
•Exactly which GEO fixes will get you mentioned in AI answers
•Content gaps and optimization opportunities in your practice areas
•Step-by-step implementation plan with timelines
•Proven templates that work for legal content
The Bottom Line
You don't have to figure this out alone. But you do have to show up.
The firms that master GEO now will dominate their markets for years to come. The ones that wait will watch their competitors get recommended by AI while they remain invisible.
The question isn't whether AI will change legal marketing—it already has. The question is whether you'll adapt before your competitors do.
About the author: Leah Kabli is a UCLA Law graduate and practicing attorney who founded RottenPages after successfully implementing GEO strategies for legal professionals. She specializes in helping law firms transition from traditional SEO to AI-optimized visibility.
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