GEO and AEO for law firms: what to do first.

GEO is commonly used for generative engine optimisation and AEO for answer engine optimisation. Suppliers use the labels differently, so ask what the proposed work actually includes.

An answer may mention a firm without linking to its website. It may link a source for a factual explanation without recommending that source’s business. A useful report distinguishes those observations.

Choose questions tied to the firm’s actual services and geography. Keep branded questions, service comparisons and informational explanations in separate groups. Record the exact wording so later checks are comparable.

An illustrative set for a firm offering employment services could include a question about the firm itself, a comparison query for employer support and an explanation query about the service. These are proposed research prompts, not evidence that the questions have a particular search volume.

Open the cited page and check whether it supports the statement. A broad homepage may not substantiate a specific service claim. An old profile may contain a former address or outdated description.

Prioritise corrections the firm can support: clear service scope, accurate professional information, consistent business details and original material with an identifiable source. A manufactured award or invented case statistic makes the information worse, however well it is formatted.

For Google’s AI features, the official guidance points to the existing Search requirements and good SEO practice. There is no additional special technical requirement that turns a page into a guaranteed supporting link.

Check indexing controls, crawlable text, internal links and structured data that matches the visible page. Write direct answers where they help the reader, followed by the detail needed to evaluate them. Do not force every subject into a short FAQ or hide content for crawlers.

Suppose the firm appears in four answers within a fixed set of ten checks. That describes four observed appearances in that sample. It does not establish a 40% market share or predict what all users will see.

Where referral visits and intake data are available, record them alongside the observations. Some journeys leave no identifiable click, and an enquiry may have several influences. State the limits of the available evidence rather than filling the gap with a made-up attribution percentage.

Use AI Visibility when the main need is a defined observation record. Use AI Citations when the source information needs work. The GEO and AEO service connects those pieces to the wider search plan.

Before expanding a programme, agree what was learned, what changed and what remains uncertain. A useful next phase follows that evidence.