Search is no longer just about ranking on Google. With the rise of AI-powered tools like Google AI Overviews, ChatGPT, and Perplexity, the way people find information online is changing. For law firms, that means you can’t just think about traditional Search Engine Optimization (SEO) anymore—you also need to prepare for Generative Engine Optimization (GEO).
What’s the Difference Between SEO and GEO?
- Search Engine Optimization (SEO): The process of optimizing your website so it ranks higher in search engines like Google and Bing. SEO drives clicks from organic listings.
- Generative Engine Optimization (GEO): The process of optimizing content so AI-powered search engines and answer tools choose your firm’s content when generating responses. GEO is about being cited, not just being ranked.
Put simply: SEO helps you win the click. GEO helps you win the answer.
Why This Matters for Law Firms
Legal content falls under Google’s Your Money or Your Life (YMYL) category, meaning it’s held to stricter quality standards. That makes GEO especially important for attorneys.
- AI search is stealing clicks: More clients will get answers directly in AI summaries without clicking through to your site.
- Credibility wins citations: AI tools only pull from trusted sources, so your firm needs content that demonstrates authority.
- Local visibility is critical: If someone asks “best personal injury lawyer in Los Angeles,” you want your firm’s name in the answer, not your competitor’s.
How to Optimize for Both SEO and GEO
You don’t need to abandon SEO, but you do need to expand your strategy to cover both. Here’s how:
For SEO
- Optimize practice area pages with clear keywords.
- Use local SEO tactics like Google Business Profile optimization.
- Build backlinks from reputable sites to boost authority.
For GEO
- Write content that answers client questions directly (FAQs, blogs).
- Use structured data like FAQ schema so AI tools can recognize Q&A formats.
- Include attorney names, credentials, and references to local laws.
- Build brand mentions across reputable legal sites, directories, and media.
Make Sure Clients Find You in Both Search and AI
SEO will always matter, but the future of search is clearly shifting toward AI-generated answers. The law firms that adapt early will have a major advantage in visibility and credibility.
At PointClick, we help small law firms balance SEO and GEO strategies to stay ahead of competitors and capture clients wherever they search. Want to make sure your firm shows up in both Google rankings and AI-driven answers?
