A fast-growing share of prospective clients now put their first question to ChatGPT, Perplexity or Google’s AI, and the assistant answers by naming just a handful of firms. AEO is the discipline of making yours one of the few it names.
Tell us about your firm. No obligation.
For twenty years, being findable meant ranking on Google. That still matters. But a second front has opened beside it: a large and growing share of people now ask an AI assistant before they ever open a results page, and the assistant does not hand back ten links. It gives an answer, and in that answer it names two or three firms.
If your firm is not one of those names, you are invisible on that channel. It does not matter how well you rank on Google. The client never reaches the list. Worse, the assistant may recommend a competitor and never mention you, even when you are the better fit.
AEO is not SEO with a new label. Search rewards pages; answer engines reward clear, self-contained, well-attributed statements they can trust and quote. The structure, the entity signals and the authority a model looks for are different, and most law firm sites give it almost nothing to work with.
Consider a family deciding who to call after a separation. Instead of Googling, one partner asks ChatGPT, ‘who are the best family lawyers, and what should I look for?’ The assistant replies with three firms and a short reason for each. Two of those firms did nothing special, their content was simply structured in a way the model could read, understand and trust. The firm that did the most billboards was not mentioned at all.
“Our experience with Practice Proof has been consistently impressive. Dan and his team are responsible, personable and genuinely trustworthy.”
The market only recognised the second gap recently, which is exactly why the firms closing it now are gaining ground while the rest stand still.
Most firms under-invest in the fundamentals that decide local rankings, technical health, structured data, consistent directory information, content that matches how clients actually search. Roughly 46% of all Google searches carry local intent, and the local map pack appears in the overwhelming majority of them. A firm missing from that pack is missing from most of the searches that matter most. (Source: Sagapixel.)
AI assistants do not rank pages, they parse, synthesise and cite. Content written purely for traditional SEO often cannot be cleanly read or quoted by an assistant, so the firm is simply not mentioned when a prospective client asks for a recommendation.
ChatGPT reached around 800 million weekly active users by late 2025, and a large majority of consumers say they intend to use AI search more, not less. This gap is not stable, it widens every month a firm leaves it unaddressed. (Sources: OpenAI; HubSpot.)
Most SEO reporting stops at rankings and traffic, numbers that feel like progress but cannot tell a partner whether the work produced matters. Ranking for a term nobody valuable searches, or drawing traffic that never enquires, is motion without result.
The work runs across content, structure and authority at once, because an answer engine has to find you, understand you, and trust you before it will ever put your name in an answer.
We test how the major assistants answer the questions your clients actually ask, and whether your firm surfaces, is ignored, or is described inaccurately.
We restructure key pages so each answers a real question in a clean, quotable passage a model can lift, then reinforce it with FAQ and schema markup.
We make it unambiguous who your firm is, where it operates and what it does, using structured data, consistent citations and an llms.txt an assistant can read.
AI answers shift. We track how and where your firm is cited over time and keep the signals current as the platforms change.
SEO and AEO are not switches; they are compounding assets. Authority built this quarter pays off for years, which is the good news. The uncomfortable corollary is that the absence compounds too: every month a firm is invisible to the assistants, a competitor who started earlier is accumulating the citations, the authority, and the matters that follow, and that lead is not easily clawed back later.
There is a narrow window here that will not stay open. AI search is new enough that most law firms have done nothing about it, which means the firms acting now face little competition for citations in their practice areas. That will not last. As the field crowds, the cost of catching up rises and the advantage of having started early hardens into a moat. An audit tells you exactly where you stand on both channels today, with no obligation beyond the audit itself.
No. They overlap, but SEO wins rankings and AEO wins citations inside AI answers. A page can rank on Google and still never be mentioned by ChatGPT, and increasingly, the assistant is where the search begins.
You cannot dictate it, but you can strongly influence it. Assistants draw on content they can parse and sources they trust. Give them clear, well-attributed, well-structured material and your firm shows up far more often. We measure the shift.
It is early, which is exactly why it is worth doing. The firms that establish AI visibility now are being cited while their competitors are still arguing about whether it matters.
“Practice Proof have delivered comprehensive marketing tailored to our firm for over 10 years, strategy, website, SEO, Google Ads, content, social, email, podcasts and video, all done exceptionally well and on time.”
The work compounds when channels connect. These pair naturally with what you just read.
Search visibility is built on content both Google and the AI assistants can use. The two services are halves of the same engine.
Explore →SEO and AEO compound slowly. Paid search covers the matters you need this quarter while your organic authority builds underneath it.
Explore →AEO stands for answer engine optimisation, the practice of structuring a law firm's content, entity data and authority signals so that AI assistants like ChatGPT, Google AI Overviews and Perplexity can find, understand and cite the firm by name when a prospective client asks a question.
SEO optimises pages to rank in a list of search results. AEO optimises content to be lifted, quoted and cited inside a single AI-generated answer. A firm can rank well on Google and still never be named by ChatGPT if its content is not structured in a way the model can parse and trust.
Ask the assistants the questions your prospective clients actually ask, such as 'who are the best family lawyers in your city', and see whether your firm is named. A proper AI visibility audit tests this systematically across the practice areas and locations that matter to your firm.
Yes, though not by direct control. Assistants draw on content they can parse and sources they trust, so firms that publish clear, well-attributed, answer-first content with strong structured data and entity signals are cited far more often than firms that do not.
Yes. AI search adoption is accelerating and most law firms have not yet addressed AEO, which means firms acting now face little competition for citations in their practice areas. That window narrows every month a firm leaves it unaddressed.
The core discipline is the same everywhere: structure content so an assistant can parse, trust and quote it. What changes is the local detail. US firms are cited alongside sources like Avvo, Justia and state bar directories, and must navigate state-by-state advertising rules. UK firms are measured against the Law Society’s Find a Solicitor listings and SRA transparency requirements, and cited content should reflect those regulatory realities. Australian firms compete against Law Society and Law Institute directories in each state and must reflect state-based regulator names and court structures accurately. An assistant will not name a firm whose content misstates the regulator or court it operates under, so the jurisdiction-specific facts matter as much as the AEO structure itself.
This page is the hub. These are the deep dives worth reading next.
Why generative engine optimisation is a genuinely different discipline from search engine optimisation, and what that means for your content strategy.
Read the guide →What’s changing in how clients search, drawn from Google’s own research on AI search adoption, and what it means for firms over the next few years.
Read the guide →Start with an AI visibility audit. We will show you exactly how the major assistants answer your clients’ questions today, where your firm is missing, and what it takes to be one of the names they cite.
Book a consultation →