AI SEO for professional services firms
What is AI SEO
AI SEO is the work of making your firm easy for AI tools to understand and likely to be named when someone asks for a recommendation. You may also see it called generative engine optimisation, or GEO.
For a law firm, accountancy practice or advisory firm, it comes down to three things. Your site says clearly who you help, your clients say good things about you in public, and trusted sources mention you. Nobody can promise that an AI tool will name your firm, and we never will.
How AI tools choose which firms to name
- What your site says
- Clear pages that say who you help, what you do and where. An AI tool can only describe your firm accurately if your own site does.
- What others say about you
- Reviews, press coverage and mentions on trusted sites. AI tools lean on these when deciding which firms to name.
- Whether the details agree
- The same name, services and locations on your site, your Google Business Profile and the directories you appear in.
Our AI SEO services
Content
Service pages and answers to the questions clients ask AI tools. Written so they are easy to summarise, and checked by your team before they go live.
Reviews
A steady flow of genuine client reviews, because AI tools read them when choosing which firms to recommend.
Digital PR
Coverage in the publications your clients and AI tools trust.
Structured data
Code that tells search engines and AI tools who you are, what you offer and where.
Consistent listings
Your firm described the same way on your Google Business Profile, legal and professional directories and review sites.
This work sits alongside our SEO services, because the same foundations serve Google and AI tools.
When an AI tool gets your firm wrong
AI tools sometimes name the wrong partner, list a service you stopped offering or quote out-of-date fees. They repeat what they find, so we trace the wrong detail to its source, whether that is your own site, a directory listing or an old article, and get it corrected. We then check the answers again the following month.
How we measure it
We track a fixed set of questions your clients are likely to ask in ChatGPT, Perplexity and Google’s AI Overviews, using Peec AI. Each month you see how often your firm is named, which firms are named instead and which sources the answers cite. We report it alongside your enquiries.
Where a client stands: Osbornes Law
Osbornes Law is a London firm and an SEO client of ours. In October 2026 it was named in a third of the AI answers to the questions its clients ask, about twice as often as the next law firm we track. Read the Osbornes Law case study.
33%
of AI answers name the firm
Peec AI, October 2026. 4,176 answers from ChatGPT, Perplexity and Google’s AI Overviews to a fixed set of client questions.
AI SEO for law firms
Law is where most of our work comes from. AI answers about legal services can be wrong or out of date, and solicitors must make sure their publicity is accurate and not misleading. Everything we publish is checked by a person against the SRA’s rules before it goes live. See SEO and AI search for law firms.
How we use AI in our own work
AI systems handle the routine work, such as research, first drafts and checking every page of a site. That is why you deal with the founder directly and do not pay for layers of staff. A person checks the facts, the wording and anything that goes live. Your client data stays private.
What it costs
AI SEO can be bought on its own or as part of our SEO service, which starts at £2,000 a month plus VAT. Either way it is a fixed monthly price agreed before work starts. There is no long contract. It runs month to month with 30 days’ notice.
Questions firms ask before booking
How is AI search different from SEO?
In a Google search, a person scans a list of results and chooses. In AI search, the tool writes an answer and names a few firms. The foundations are the same, clear pages, trusted sources and good reviews. What changes is how your firm is described and which sources the tool relies on.
Does AI SEO replace traditional SEO?
No. Most people still use Google, and Google’s results increasingly include AI answers. We treat them as one job, being found wherever your clients look.
How do we get recommended by ChatGPT?
Nobody can guarantee it. What helps is being clear, trusted and well reviewed, with pages that say what you do, coverage on reputable sites, and the same details everywhere your firm is listed.
What if ChatGPT says something wrong about us?
AI tools repeat what they find, so the fix is to correct the sources. We find where the wrong detail comes from, whether your own site, a directory or an old article, and get it changed. Then we check the answers again the following month.
Is this just a rebrand of SEO?
Partly, and we say so. Much of it is good SEO done carefully. The new part is checking what AI tools say about you and working on the sources they draw on.
How do you measure it?
We track a fixed set of questions your clients are likely to ask in ChatGPT, Perplexity and Google’s AI Overviews, using Peec AI. Each month we report how often your firm is named, which firms are named instead and which sources the answers cite.
Find out what AI tools say about your firm
Book a free 20-minute review. We check how ChatGPT, Perplexity and Google’s AI Overviews describe your firm and tell you what we would change first. No obligation.
Prefer to talk now? Ring 07779 238876