Extract from Joseph Giovannoli’s article “Law Firm Generative Engine Optimization: Making AI Work for You”
The online search environment is changing rapidly, fueled by the rise of artificial intelligence-driven search engines like ChatGPT, Google’s Gemini, and Perplexity. This means that traditional search engine optimization (SEO) techniques alone are no longer sufficient to ensure that your law firm appears in all relevant search results. To stay competitive, law firms must embrace the next evolution in search marketing: Generative Engine Optimization (GEO).
Law firm GEO is specifically designed to optimize your firm’s content for AI-generated responses, positioning your services at the top of the answers clients receive when they search for legal solutions using AI tools. This shift from optimizing for traditional search engines to AI-driven platforms represents a potent and growing opportunity for law firms to expand their visibility and reach more potential clients.
What Is Generative Engine Optimization?
GEO is the process of optimizing content to ensure it appears in the responses generated by generative AI-driven search engines, such as ChatGPT’s recently-released Google search feature. Unlike traditional search engines that list websites based on keywords, these AI-driven engines generate detailed answers to user queries by synthesizing content from multiple online sources.
