Law Firm AEO & AI Optimization

The updates that artificial intelligence and all of its applications are bringing to the web are causing more than a simple algorithm update, they are changing up the foundations of how people use the internet. Unfortunately, most law firms were already behind in terms of SEO preparation — and even fewer are prepared for the most recent paradigm shift into AI.

Tools like ChatGPT, Gemini, and even the AI search previews that are presented during a Google query are changing the definition of what it means to be optimized for search engines. Increasingly more people are turning toward these tools for answers, and if you aren’t preparing your digital marketing program now, you will be left behind.

You can get an instant, free SEO analysis here, read our client testimonials, or contact us to schedule a time to meet.

What Is AEO / AIO?

SEO stands for search engine optimization, and this was a phrase used to convey the intentional practice of creating web content that would perform successfully online by increasing brand awareness and driving revenue.

AEO, Answer Engine Optimization, simply refers to the process of tailoring your content for answer engines like Google’s AI Overview or Chat GPT, rather than a list on a search engine result page. AIO, artificial intelligence optimization, refers to the creation of content that is built to work cohesively with AI platforms.

Both of these are part of the next AI-dominated phase of the internet. All search engine tools (the ones that matter from a business perspective) are using AI in some capacity, so, it’s no longer enough to optimize your site for simple search engines.

Here is a short list of popular AI tools that are taking a slice of the web search pie:

• Google’s AI Overview
• Google’s AI Mode
• Google Voice Search
• Microsoft Copilot
• OpenAI/ChatGPT Web Search
• DuckDuckGo’s Duck AI
• Alexa Voice Search
• Apple’s Siri

Why Should I Invest in AEO / AIO?

There are many benefits of AEO and AIO that you can extract from optimizing your website and content for artificial intelligence tools:

1. You can earn traffic and brand equity by appearing in AI overviews and other generative platforms;
2. You can keep your brand topical and increase awareness by being included in zero-click searches while other brands are left behind with zero value;
3. You can promote a powerful review and social proof program more effectively since AI overviews the hard work for the client;
4. You can ascend in web presence and authority much more quickly now in a young AI ecosystem than you could in the current established hyper-competitive SEO ecosystem;
5. All of your competitors are facing the same changes, but not all of them are investing in this optimization.

But, there is also a cost associated with ignoring the need to optimize your site for Artificial Intelligence platforms:

1. Law-search queries increasingly surface direct answers and citation clicks from generative tools, which means your organic traffic will tank in the coming future if you aren’t vigilant.
2. Over 40% of all searches now end after the user interacts with AI answers, which means there is a strong chance you’ll be bypassed entirely if you aren’t part of that conversation.
3. Your web authority is dependent on your ability to provide useful answers to the public on the platforms that they are using, so if you don’t adapt, you’ll be left behind.

How Do I Implement AEO / AIO?

As the landscape exists now, many of the best practices that were established for search engine optimization are still hyper relevant for AEO and AIO:

1. You still need to have natural, conversational, and relevant answers to specific questions.
2. You still need to focus content on long-tail keywords and phrases over short-tail keywords.
3. You still need to have highly structured, skimmable, and organized content.
4. You still need to be making use of structured data and schema markup.
5. You still need to be creating locally optimized content.
6. You still need to establish and employ basic EEAT principles.
7. You still need to have a robust review, testimonial, and social proof strategy.
8. You still need to focus on strong internal and external link building architecture.

If you’ve already been doing these things, you are set to build on your foundation. If not, you have a little catching up to do. With that being said though, there are plenty of new considerations to make when you are creating content for the modern AI era:

• Remember that you are still writing for people, not for AI. You should work even harder now to provide novel insight and original content that focuses on the human need, demonstrates expertise, and establishes your authority as a reliable legal professional.
• It is no longer acceptable to neglect your service pages. AI runs on user intent and transactional searches, and someone searching “Who is a good car accident lawyer in Rancho Cucamonga” is already primed to be converted and needs to be provided a strong service page about car accidents that pushes them down the funnel and into your office as efficiently as possible.
• You should accept that traffic erosion is a reality and instead focus on creating the most actionable, authoritative pages and content you can. Even if we can’t control the number of clicks we are receiving, we can still control the conversion rate of those who do.

Do Lawyers Really Need AEO / AIO?

Yes. You do. SEO was a non-negotiable for anyone who wanted to be remotely successful in the digital marketing ecosystem, and AEO and AIO are shaping up to be equally as, if not exponentially more, important.

AI optimization strategies can do more than just put your brand in front of someone looking for services you offer. They can actually make recommendations for your brand if they are leveraged correctly. These tools aren’t just benign engines anymore, they can become your advocate. 

We Help Law Firms With AEO / AIO Throughout the US

Everest Legal Marketing is a law firm AEO/AIO company that has helped law firms throughout the US with better visibility in search engines, and the quickly evolving AI search ecosystem. Contact us today to schedule a consultation.