How to show up in AI search summaries

Law firm clients and prospects increasingly rely on summaries created by generative-AI search platforms to learn about law firms and make buying decisions. This “zero-click” search environment has upended long-standing SEO-based practices, and the firms must now focus on generative-engine optimization (GEO): how to create public-facing content that performs well under these new conditions.

The good news is that GEO generally rewards content that is high quality: well organized, client centered, credible, and designed to answer the questions clients are actually asking about your firm.

Your firm is more likely to appear in a generative search result if:

• There is recent evidence online (that AI can find) that backs up your attorneys expertise (including high-value awards, media mentions, and articles).

• Your site includes proof from real clients who have experience with your services (quotes from Chambers referees, testimonials, and other validators).

• You’ve structured your content so AI can quickly understand and accurately represent your offerings and ideal clients.

In the GEO environment, your content now serves as “reputation capital.” Our work together can build, enhance, and protect these assets.