Search didn’t disappear — it moved. Instead of scrolling ten blue links, clients now read one AI-generated answer. Generative Engine Optimization (GEO) is how your firm earns a place inside that answer.
Answer the question, not the keyword
AI engines reward pages that answer a specific question completely. “Personal injury attorney” is a keyword; “how long do I have to file a claim after a car accident in Texas” is a question — and it’s what your clients actually ask.
Be citable
Clear structure, direct answers up top, real expertise, and consistent firm details across the web make your pages easy for AI to quote and attribute. Vague, keyword-stuffed pages get skipped.
Capture the visit
Ranking in AI search is only half the job. When a prospect lands on your site, a 24/7 intake agent that explains your fees and books a consultation is what turns the citation into a signed client.
