AI SEO for Law Firms
We help you reach thousands of clients who are using AI to discover legal services
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The rules of search have changed and most law firms haven’t caught up.
Your audience isn’t just searching on Google anymore. They’re asking ChatGPT, Claude, and Perplexity for answers, recommendations, and comparisons. They’re seeing AI Overviews instead of traditional search results — and getting the information they need without ever clicking through to a website. In other words, people are now having conversations with AI instead of searching with keywords. This shift means your online visibility works differently too. To stay competitive, your content needs to be understood, trusted, and surfaced by AI systems – not just search engines. At Next Customer Please, we’re working with forward-thinking law firms to position their practice at the top of AI search recommendations.What is AI Search?
When someone is injured at work, they don’t always start by searching for a solicitor. Instead, they ask Google or ChatGPT questions like:
- “What should I do if I get hurt at work?”
- “Do I need evidence to make a workplace accident claim?”
- “Can I be fired for reporting a workplace injury?”
Tools like Google AI Overviews and conversational chatbots such as Gemini and ChatGPT now answer these questions directly, cutting out the need to scroll through multiple websites.
AI search focuses on getting your content featured in these AI-generated summaries and positioning you as the trusted source those AI platforms pull from.
It doesn’t replace SEO, but is the next natural progression of it. We’re seeing a measurable rise in direct enquiries coming from AI referral sources, and the firms taking action now are gaining a real head start.
Why AI search matters for law firms
Be the first name clients find no matter how they search
Google AI Overviews now occupy prime screen space, often pushing even top-ranking pages out of view. Law firms risk losing attention if they don’t add AI-focused strategies to their approach.
Stand out as a high-quality, recommended law firm
Potential clients see AI recommended answers as more objective than paid ads and sponsored posts. Being quoted in Google AI Overviews makes you the trusted voice at the moment of need.
Convert enquiries into real work faster
People who contact you after reading your answers in AI summaries are not simply window shopping. They are well informed about their situation and more ready to take the next step.
Get ahead in the future of search
So far, few firms have adapted to AI search. Taking action now makes your firm visible to clients your competitors aren’t reaching yet and builds long-term authority as AI becomes the default way people search.
Our AI SEO Process
Traditional SEO still matters for AI search engines. AI SEO adds extra machine visibility on top.
The higher a website ranks on Google’s SERPs, the more likely it is to appear in AI answers. The traditional SEO techniques we use give LLMs the raw ingredients they need to understand and surface your content.
The extra layers are designed to make your firm part of AI’s default answer set. We use specific phrases, structures and positive sentiment so answer engines associate your practice with authoritative, high-quality legal services they should recommend.
1. Identify the search terms that trigger AI Overviews
People talk to AI in full questions, not keywords. We map the exact search behaviour your clients use in chatbots, and track which legal questions appear in Google AI Overviews, then create content that answers them directly.
2. Demonstrate Experience, Expertise, Authority and Trust
AI models won’t index every piece of content; they pick up real legal advice, written by trusted experts. The more direct and helpful your content is, the more likely it is to feature in an AI answer. We apply the latest AI search techniques and Google’s E-EAT framework to position your firm as the credible choice.
3. Make the content machine-readable
Schema markup is a type of code that helps AI search engines and tools “get” your content. Without it, your content is difficult to surface and cite. Using the right schema tags for your services, locations, blog posts and FAQs clearly signals to AI that your law firm is the topical authority.
4. Strengthen your presence with trusted signals
One piece of content isn’t enough for strong AI visibility. AI looks for depth and citations from trusted domains. We build topic clusters and FAQ libraries (for example, “What to do after a cycling accident” / “Can I claim compensation for a cycling accident if I wasn’t wearing a helmet?” / “Do I need a lawyer for a cycling injury?”) to establish your site as the authoritative resource, and work behind the scenes to make sure respected sources vouch for you.
5. Track and improve your AI impact
Once your content is optimised for AI search, we track how it performs. Metrics such as inclusion in AI answers and impressions and clicks from AI sources tell us which strategies are driving real enquiries. We continually fine-tune what’s working to keep your firm ahead in the new frontier of search.