Category: AI Search

I kept seeing law firms show up in Google but get completely ignored by ChatGPT and Perplexity, and it took me a while to figure out that those are two different problems with two different fixes.

AI Overviews are intercepting 61% of law firm traffic on legal searches, but the visitors who still click through convert at 185% to 2,300% higher rates because the AI pre-qualifies them first.

GEO stands for Generative Engine Optimization; it’s how you get your law firm mentioned in AI answers from ChatGPT, Google’s AI Overview, Perplexity, and Claude instead of just ranking in traditional search results.

Key Takeaways Table of contents I spent 10 years inside a law firm (and managed budgets at Swatch Group), so I treat data accuracy like a financial audit. I spent way too long thinking SEO was about keywords and backlinks and page speed and all the technical stuff that used to matter. And it did…

I’ve been hearing agencies throw around this “6x conversion” number for AI search traffic and I figured it was marketing fluff until I actually dug into the data and found out it’s real; and in some cases it’s actually higher than 6x which is kind of terrifying if you’re a law firm that hasn’t thought…