Get your firm cited by
AI search engines

SEO targets Google's traditional ranked results — the ten blue links. GEO targets AI-generated answers, where a model synthesises information from multiple sources and recommends specific firms by name. The ranking factors overlap but aren't identical. AI models weight structured data, entity consistency, and direct-answer formatting more heavily than traditional SEO does. You need both working together.

Not entirely — but it's already taking a significant share of searches. Google's own AI Overviews now appear above organic results for over 60% of legal queries in the UK. Meanwhile, ChatGPT and Gemini are handling a growing percentage of 'find me a solicitor' requests directly. Firms that ignore AI search aren't just missing a trend — they're ceding ground to competitors who moved early.

Yes. Strong SEO gives you a head start because AI models draw from well-ranked, authoritative sources. But AI search has its own requirements — structured data, conversational content formatting, and entity signals — that traditional SEO campaigns rarely address. The firms seeing the best results in AI answers are the ones layering GEO on top of a solid SEO foundation.

ChatGPT pulls from publicly available sources and weights authority, consistency, and specificity. Your firm needs to appear with consistent details across directories, have structured content that directly answers common legal questions, and demonstrate real expertise through solicitor bios, case results, and credentials. There's no paid placement — it's earned through how well your content is structured and how widely your firm is referenced across the web.

Schema markup and structured data changes can be picked up within weeks. Content restructuring typically takes 60–90 days to influence AI citations. Entity optimisation — getting your firm's details consistent across every directory and platform — is an ongoing effort that compounds over time. We set specific benchmarks at 30, 60, and 90 days so you can measure progress clearly.

AEO — Answer Engine Optimisation — focuses on getting your firm's content selected as the direct answer in search features like featured snippets, People Also Ask boxes, and Google AI Overviews. While GEO targets AI platforms like ChatGPT and Gemini, AEO targets the answer-driven features within traditional search engines.

Yes — our AI visibility audit checks your firm's presence across ChatGPT, Google Gemini, Perplexity, and Google AI Overviews for your target practice areas and locations. Most firms are surprised to discover they're either completely absent or being recommended inconsistently.

We optimise for all major AI search platforms: ChatGPT, Google Gemini, Perplexity, Google AI Overviews, and Microsoft Copilot. Each platform has slightly different source preferences, but the fundamentals — structured data, entity consistency, and authoritative content — benefit all of them.

Entity optimisation ensures that AI models can confidently identify your firm as a single, consistent entity across the web. This means your firm name, address, solicitor names, practice areas, and contact details must be identical on your website, the SRA register, directories, and social profiles.

Schema markup gives AI models a structured, machine-readable description of your firm — what services you offer, where you're based, who your solicitors are, and what credentials they hold. Without schema, AI has to infer this information from unstructured text, which is less reliable and means competitors with cleaner data get cited instead.

No — in fact, smaller firms often have an advantage. AI recommendations aren't based on firm size but on content quality, entity consistency, and structured data. A well-optimised boutique firm can appear in AI recommendations ahead of much larger competitors who haven't invested in GEO.

A featured snippet is the highlighted answer box that appears at the top of Google search results — sometimes called 'position zero'. Winning featured snippets is a core AEO strategy because they're also the content Google uses for AI Overviews and voice search answers. If you own the snippet, you often own the AI answer too.

Yes — when AI platforms recommend your firm by name, users often search for your firm directly, visit your website, or call your office. We've seen clients experience significant increases in branded searches and direct traffic after appearing in AI recommendations. It's a new acquisition channel.

ChatGPT's training data is updated periodically (currently through early 2025), while its web browsing feature accesses real-time data. Google's AI Overviews use live search results. Perplexity searches the web in real time for every query. This means keeping your content fresh and updated directly affects your AI visibility.

GEO and AEO are typically included as part of our broader SEO packages, not charged as a standalone service. The investment depends on the scope — how many practice areas, locations, and AI platforms you want to target. Book a free call and we'll scope what's right for your firm.