If you want your law firm’s website to show up in Google’s AI Overviews, voice searches, or even regular search results with rich enhancements (like review stars, FAQs, or contact info), then you need to get familiar with schema markup.
It’s not magic. It’s not even new. But it is one of the most underutilized tools in law firm SEO—and it’s becoming a lot more important with AI taking over how search works.
This is what the code looks like behind the scenes:
While visitors don’t see it, Google’s AI uses it to understand your site better and decide whether to show your firm in rich results, AI Overviews, or voice search.
Why Schema Matters More Now Than Ever
Back when Google was just showing 10 blue links, schema helped with rich results like showing Google reviews, stars, breadcrumb navigation, etc.
But now, with AI Overviews, Google’s pulling answers straight from websites that it trusts. And guess what helps build that trust?
- Clear, structured, machine-readable content.
- Strong topical authority.
- Schema markup that confirms what your page is about.
In short: schema increases your odds of being referenced, summarized, or cited by the AI itself.
What Kind of Schema Should a Law Firm Use?
Here’s the good news—law firm websites don’t need every type of schema. You just need the right ones.
Here are the must-haves:
LegalService
Tells Google that this page is about a specific legal service (e.g., car accidents, truck accidents, wrongful death). You can include your service area, pricing, hours, and more.
Attorney
Use this on bio pages. It tells search engines that this is a real lawyer, along with practice areas, bar associations, awards, and years of experience.
LocalBusiness (or LegalService with nested Place)
Great for your homepage or contact page. Helps with local SEO and Google Business Profile visibility.
FAQPage
For pages with real FAQs—adds expandable Q&A rich results and makes it easier for Google to pull from your answers in voice search or AI Overviews.
BreadcrumbList
Helps search engines understand your site hierarchy and often adds breadcrumbs in the search results.
Speakable (Advanced, but powerful)
Lets you mark up content that’s easy to read aloud by voice assistants. Especially useful for personal injury firms looking to reach mobile users or appear in voice search.
How Schema Helps You Show Up in AI Overviews
Let’s keep it simple.
When Google’s AI starts generating answers, it pulls from:
- Pages with clear and authoritative content
- Pages with context—so it knows what the heck it’s reading
- Structured data that confirms the topic, author, and credibility
Schema doesn’t guarantee inclusion. But not using it is like trying to win a courtroom case without filing any motions—you’re skipping half the process.
Do You Need a Developer to Add Schema?
Not necessarily.
If you use WordPress, there are plugins you can use like:
- Rank Math
- Yoast SEO (we use this one)
- Schema Pro
These can add basic schema types automatically. But for law firms that want to target AI Overviews, you’ll want to:
- Customize schema fields to include legal-specific details
- Add schema manually for key service pages, especially with
LegalService - Include structured data for attorney bios, FAQs, and office locations
If you’re serious about this, it’s worth getting help from someone who knows how to speak AI fluently—that’s where someone like me would come in.
Bottom Line
Schema markup is how you future-proof your law firm’s website in an AI-dominated search world.
You’re not just optimizing for SEO keywords anymore—you’re optimizing for understanding.
And the firms that help Google understand what they do, who they help, and where they’re located? They’re the ones that get featured, cited, and clicked.
Want me to review your site’s schema setup?
Or implement a custom markup plan that helps you stand out in AI Overviews?
Let’s make it happen.