As AI tools like ChatGPT, Bing Copilot, Claude, and Google’s AI Overviews become everyday tools, law firms are asking: how do we show up in those responses?
The good news? You don’t need to chase a new acronym or buy into some trend.
Gary Illyes from Google recently said it plainly:
“To get your content to appear in AI Overviews, simply use normal SEO practices.”
That’s all Generative Engine Optimization (GEO) really is.
It’s not a hack or a separate discipline, just search visibility extended into AI-driven platforms. If your content is clear, helpful, structured, and trusted, AI tools will pick it up the same way Google’s regular algorithm does.
This guide breaks down what GEO actually means for law firms, what matters (and what doesn’t), and how to future-proof your SEO strategy without falling for hype.
What Is GEO, Really?
GEO (Generative Engine Optimization) is about showing up in AI-generated answers. It doesn’t matter whether it’s ChatGPT, Google’s AI Overviews, or Bing’s AI chat.
It’s not about tricking an algorithm. It’s about giving these systems structured, trustworthy content that helps them answer a user’s question accurately.
If SEO is about ranking in search results, GEO is about being the source behind the answer.
SEO vs GEO: Same Playbook, New Surface
You don’t need to choose between SEO and GEO. They overlap.
- SEO focuses on traditional search results
- GEO focuses on conversational answers
But the way you win is mostly the same: create clear, user-focused, structured, helpful content that answers real questions.
Why GEO Matters for Law Firms
People are changing how they search.
They’re asking AI tools legal questions (things they used to look for on Google). If your firm isn’t part of those answers, you’re invisible to a growing segment of searchers.
A few recent case studies claimed that up to 93.7% of ChatGPT searches are informational. This means people are looking for explanations, steps, definitions, and guidance.
That plays directly into what law firms already do best like educating and guiding potential clients.
How to Align SEO With GEO (Without Chasing Gimmicks)
Here’s what law firms should focus on, none of which is new, but all of which matter more than ever:
1. Answer Real Questions, Clearly
- Use H2s and H3s to ask the question (“Can I sue if I was a passenger in a car accident?”)
- Follow up with a short, plain-English answer
- Then add detail below it for context
2. Anticipate Follow-ups
- AI chats often lead to follow-up questions. Build your content to flow that way
- Example: “How does a car accident claim work?” should naturally lead into “How long do I have to file?” or “What damages can I recover?”
3. Structure Matters
- Use headings, lists, tables, and FAQs
- Break up walls of text (AI systems pull cleaner from structured formats)
4. Show Authority and Trust
- Add attorney bios and credentials to your content
- Link to reputable sources when citing laws or stats
- Keep content updated (and show a “Last Updated” date)
5. Strengthen Technical SEO
- Fast site
- Clean code
- Proper schema (FAQPage, Article, LegalService)
That helps SEO. It helps AI. And helps your clients.
What Not to Do
- Don’t buy into tools that claim to “force” AI inclusion
- Don’t over-optimize with keywords like you’re talking to a robot
- Don’t create thin “GEO” content that adds no value
Just write useful, expert-backed content. Structure it. Keep it updated. That’s it.
Before You Read Something Else
GEO is just SEO showing up in new places. If you’ve been doing SEO right, you’re already doing 90% of what matters. Maybe even more.
What’s changed is where the content is surfaced, not how you create it.
So skip the hype. Skip the panic. Just stay focused on what works: clear, structured, authoritative content that answers real questions.
The firms that win this next phase of search won’t be the ones chasing acronyms.
They’ll be the ones who actually help people get answers.