SEO, AEO and GEO for law firms
SEO and AI search visibility for law firms
SEO for law firms means ranking for the practice area and city searches clients type, and AEO and GEO mean being named when they ask ChatGPT or Google's AI who to call. Dravik does both for US firms with 20 to 500 people, starting with a $199 fixed-price audit: a 30 minute call plus a written plan.
$199 fixed price, 30 minute call plus a written plan. Full refund if it isn't worth it
What your buyers type and ask
- personal injury lawyer near me
- best employment lawyer in Chicago for wrongful termination
- how much does a business litigation attorney cost
- do I need a lawyer for a small business contract dispute
- which law firms handle commercial real estate closings in Dallas
- top estate planning attorneys in my city according to reviews
How buyers search
How people find law firms now
People looking for a lawyer search with urgency and a location: a car accident lawyer near them, an employment attorney in their city, a business litigation firm for a specific dispute. Google answers most of those with a map pack and a few directory listings before any firm website appears, so local signals and directory profiles carry real weight.
More of those same people now ask an AI assistant first: who are the best estate planning attorneys in a city, or whether they even need a lawyer for a given problem. The answer names a handful of firms, often pulled from directories, review sites and pages that explain a practice area clearly. Firms that are thin on those sources get left out.
What goes wrong
Search and AI visibility problems we see in law firms
- 01
One page for every practice area
Many firm sites list ten practice areas on a single services page. Google and AI engines need a dedicated page per practice area and, where you have offices, per location, each answering the questions a client in that situation actually has.
- 02
Map pack and Google Business Profile gaps
Each office needs its own verified Google Business Profile with the right primary category, consistent name, address and phone, and genuine client reviews. Duplicate profiles for individual attorneys or old addresses split your signals and confuse both Google and AI assistants.
- 03
Directory profiles that disagree
Avvo, Justia, FindLaw, Martindale-Hubbell, Super Lawyers and your state bar listing often show old addresses, departed attorneys or missing practice areas. AI engines read these sources heavily, so inconsistent profiles mean inconsistent answers about your firm.
- 04
Attorney pages without substance
Attorney bio pages are often a headshot and a paragraph. Admissions, practice focus, published work and speaking, marked up with structured data, are what help search engines and AI models connect a named lawyer to a practice area and a place.
- 05
Advertising rules and content tone
State bar advertising rules limit how firms describe results and specialization, which pushes many firms into vague copy. Clear, factual explanations of process, timelines and costs stay within those limits and are exactly what AI answers quote. Your firm confirms compliance for its own jurisdictions.
The business audit
See who Google and ChatGPT recommend instead of you
The audit checks your rankings, runs the questions your buyers ask through the major AI engines, and shows which sources they trust for law firms.
$199 fixed price, 30 minute call plus a written plan. Full refund if it isn't worth it
Where AI looks
The sources AI engines and Google lean on
For legal queries, Google and AI assistants lean on Avvo, Justia, FindLaw, Martindale-Hubbell, Super Lawyers, Google reviews, state bar directories and local news coverage. When ChatGPT or Perplexity lists firms, it is usually summarizing those pages. So the work includes cleaning and completing your profiles there, not only editing your own site, and earning mentions in places these engines already trust.
Where we start
What the audit checks first
The audit checks how your firm shows up today for your top practice areas in each office city, on Google and in two or three AI assistants, and which directories they cite. A typical first fix is splitting a combined services page into proper practice area pages and correcting the directory profiles that disagree with your site.
- 01The call30 minutes on how your business runs, the tools you use and the growth you are after.
- 02ReconWe study your workflows, your site, your rankings and how AI assistants describe you and your competitors.
- 03The written planA ranked list of what to fix or build first, with a fixed price for anything worth building.
- 04Your callKeep the plan and run it yourself, hand it to your team, or have us build it.
What you own
Everything we build stays on your domain.
- Every page and schema block, published on your site
- Search Console, analytics and profiles in your own accounts
- The buyer prompt set and monthly AI visibility results
- No ranking guarantees, just a monthly report of what changed
Search questions from law firms
How do law firms show up in ChatGPT answers?
ChatGPT and similar tools tend to name firms that appear consistently across legal directories, review sites and clear practice area pages. There is no paid placement. The work is making those sources accurate and complete, and giving engines a page they can quote.
Do Avvo and Justia profiles still matter?
Yes. They rank for many legal searches on their own and are frequent sources for AI answers about lawyers. A complete, current profile that matches your website helps both your direct visibility and how assistants describe your firm.
Can SEO content break attorney advertising rules?
It can if it overstates results or implies specialization a state does not allow. We write plain, factual content about process and cost, and your firm reviews it against the rules in its own jurisdictions before it goes live.
What does the $199 audit cover for a law firm?
A 30 minute call and a written plan covering your rankings by practice area and city, your Google Business Profiles, directory consistency, how AI assistants describe your firm, and a ranked list of fixes with fixed prices for anything we would build.
How much do SEO and AI search visibility cost for law firms?
It starts with a $199 business audit: a 30 minute call plus a written plan covering your Google rankings and what AI assistants say about you. If there is work worth doing, you get a fixed price before anything starts.
Keep reading
More on search and AI visibility
Related
Start with recon
Find out where buyers look for you and find a competitor.
Book the audit. You get a written record of how Google and AI assistants treat your business today, and a ranked plan to change it.
- A 30 minute call about how you run
- A written plan ranked by impact
- Yours to keep, even if you never hire us
$199 fixed price, 30 minute call plus a written plan. Full refund if it isn't worth it