SEO and GEO for lawyers
Law Firm SEO for Google and the AI Answer.
LLMReach is an SEO and GEO agency. We help your firm rank in Google and get named by ChatGPT, Claude, Perplexity and Gemini. Attorney SEO marketing that works in both places.
By the numbers
The numbers behind how potential clients choose.
- of US consumers would use Google to research a lawyer for an important legal issue.
- 86.7%
- of US consumers would use Google to research a lawyer for an important legal issue.
- iLawyerMarketing consumer study, July 2025
The searches that decide the consultation
Potential clients search Google before they call anyone.
- Estate planning: “top estate planning attorney in Dallas for a family with a small business”. Google shows a map pack and directory profiles, and an AI Overview often sits above them. The firm that appears in all three gets the call.
- Divorce: “best divorce lawyer in New York for a high-asset divorce”. Results lean on Super Lawyers, Avvo and Justia profiles. A firm with a thin profile there is easy to skip.
- Malpractice: “top medical malpractice law firms in Philadelphia”. Directories and ranked lists fill the page. A clear practice page with real case detail gives the firm something to stand on.
- Landlord dispute: “which law firm in Jacksonville should I call for a dispute with my landlord?”. Google shows a local map and directory listings. Complete reviews and a clear page for tenant matters help a firm get picked.
Most firm sites list practice areas but say little a searcher can confirm. So Google and AI lean on Justia, Super Lawyers and Avvo to decide who to show.
The basics
Law firm SEO, now that AI answers.
Law firm search engine optimization puts your practice and city pages in Google's results and map pack. GEO gets your firm named inside AI answers. You need both.
In our Google test, 7 of 10 buyer questions showed an AI Overview. Assistants build answers from your pages, directories and reviews. See where AI gets its information.
For attorney search engine optimization, that means two jobs. Make your site specific enough to rank and to quote. Keep directory profiles complete and consistent. We handle both.
GEO and SEO
SEO vs GEO for law firms.
Google and the assistants read the same signals about your firm, then show them in different places. Here is the difference for a law firm.
| SEO | GEO | |
|---|---|---|
| Where you show up | The map pack, practice-area results and the AI Overview above them | A short list of firms inside the ChatGPT, Gemini or Perplexity answer |
| What each one rewards | Relevant practice pages, reviews, links and a complete Business Profile | Facts it can confirm in more than one place: bar details, results, reviews |
| Who you compete with | Justia, Super Lawyers, Avvo and Yelp profiles, plus nearby firms | The same directories, which assistants quote when firm sites are vague |
| What to fix first | Thin practice and city pages, and directory profiles that disagree | Missing firm facts and attorney bios an assistant can quote |
| What we report | Rankings, map position, calls and form leads | AI citations on agreed client prompts, and AI referral visits |
Our own results
We do this for our own brand first.
Gemini · Named
“best agency for getting cited in LLMs”
ChatGPT · Named
“agency that gets you cited in AI models”
ChatGPT · Named
“best agency for getting cited in LLMs”
AI answers vary by platform and moment, so these show the method working on those days, not a promise of identical answers.
See all resultsReal Google results
The sites Google ranks when potential clients search.
We searched Google for the same 10 questions your potential clients ask AI. 7 of the 10 results pages opened with an AI Overview and 9 with a map of local businesses. Only 21% of the sites ChatGPT, Gemini and Perplexity cite for the same questions rank in that top 10: ranking in Google and getting named by AI are two jobs.
- 01justia.comDirectoryBest Employment Lawyers in Chicago, ILtop 10 in 6 of 10 searches
- 02superlawyers.comDirectoryBest Forest Hills, NY Divorce Attorneystop 10 in 4 of 10 searches
- 03=top 10 in 3 of 10 searches
Google
- 03=yelp.comDirectoryTOP 10 BEST Estate Planning Law in Dallas, TXtop 10 in 3 of 10 searches
- 05=avvo.comDirectoryDessi Mathew Profile - Houston, TX Immigration Lawyertop 10 in 2 of 10 searches
- 05=forthepeople.comPhoenix Personal Injury Attorneys | Morgan & Morgan Law Firmtop 10 in 2 of 10 searches
- 05=top 10 in 2 of 10 searches
- 05=lawzana.comBest Wrongful Termination Lawyers in Chicagotop 10 in 2 of 10 searches
- 05=reddit.comForumGood employment lawyer in Chicago area? : r/AskChicagotop 10 in 2 of 10 searches
Google organic top 10, US, desktop, searched on 8 October 2026. Each site counts once per search; subdomains count with their site.
What wins
Where law firm SEO wins, part by part.
Practice area pages
One page per practice area, with who you represent, how you work and typical case types. This is what ranks for searches like estate planning or malpractice.
City and office pages
Clients search by city. A page per office with real local detail, courts and team beats copied text. See GEO for law firms.
Google Business Profile
Nine of our 10 Google searches showed a local pack. A full profile, right categories and steady reviews decide who appears. See Google Business Profile.
Directory profiles
Justia, Super Lawyers, Avvo and Yelp fill the results. Claim each one, keep details identical and add awards and publications.
Attorney bios and trust signals
Bar admissions, results you can state and peer recognition support E-E-A-T. Clear bios help searchers and assistants confirm who you are.
Technical foundation
Fast pages, clean structure and legal schema let Google and AI crawlers read your site. See technical SEO.
What's included
Law firm SEO services, plus the AI answer.
A 90-day engagement built around how potential clients search for a lawyer, in Google and in AI, in your cities and practice areas.
- Keyword and prompt research by practice area and city, across Google, ChatGPT, Gemini and Perplexity
- Practice area and city pages built to rank in Google for the searches clients actually type
- Google Business Profile setup, categories, photos, Q&A and a steady review process
- Technical SEO fixes plus LegalService, Attorney and FAQPage schema
- Answer-first rewrites of your home page and attorney bios, kept within bar advertising rules
- One consistent firm profile across your site, Avvo, Justia, Super Lawyers, FindLaw and Google Maps
- Crawler access checked for Googlebot, GPTBot and the other AI crawlers
- A baseline of your Google rankings and AI citations, taken before work begins
- Weekly updates on your Google and AI visibility
- Attorney SEO services run as one plan, not two separate projects
How it works
How law firm SEO works: the Citation Stack.
We map the searches clients type into Google and the questions they ask AI, by practice area and city. Then we agree the fifty that matter most.
Explore AI Prompt ResearchGoogle and AI crawlers can reach and read every practice and city page. Site speed, local schema and a clean Google Business Profile are in place.
Explore technical SEOAnswer-first pages state your practice areas, cities and who you represent in the first sentence. Claims stay accurate and within your state's advertising rules.
Explore on-page SEOResearch into the legal threads people read before hiring, such as how to pick an employment lawyer. Participation only where community rules allow it.
Explore Reddit MarketingWe track Google rankings, map pack position and AI citations across the agreed searches, against a baseline taken before work begins. You get weekly updates.
Explore AI Visibility Tracking
You approve every page. We do the rest: about an hour a week from you. See all our SEO services
Who this is for
Built for firms that earn trust first.
Not for you
If any of these are you.
- You want page one within a month
- You can't give us site access or sign off on pages
- You only want directory listings managed
- Your cases all come from referrals
For you
If this is you.
- Potential clients compare firms before they call
- You can show bar admissions, awards and reviews
- You want an agency that does the work, not one more report
- You can give the work a full 90 days
- The work pays off where potential clients compare firms before they call.
- It also works where you can back every claim with a bar admission, a result or a review.
FAQ
Law firm SEO: questions firms ask us.
What does a law firm SEO agency do now that AI answers?
It still earns rankings in Google: practice area pages, city pages, technical fixes, Google Business Profile and reviews. Now it also gets your firm named in ChatGPT, Perplexity and Gemini answers. We do both in one plan. See how SEO and GEO differ.
Is attorney SEO different from SEO for other businesses?
Yes, in three ways. Searches are local and high stakes. Directories like Justia and Avvo rank for many of them. And bar advertising rules limit what you can claim. Good lawyer SEO works within all three. See our local SEO work.
How long does SEO for law firms take?
Usually months, not weeks. Practice and city pages tend to move first. Competitive terms in big metros take longer. Map pack and AI citations can move sooner, because profiles update fast. We report weekly against a baseline, so you see what moves.
Why do Justia and Super Lawyers outrank firm websites?
Because those directories hold structured, independently checked attorney details, and many firm sites do not. In our Google test, Justia showed up in 6 of 10 searches and Super Lawyers in 4. Complete profiles plus a specific site close the gap.
Do your pages follow bar advertising rules?
Every page follows your state's advertising rules. We keep claims specific, accurate and compliant. You approve every page before it goes live. We never promise case outcomes.
What do your lawyer SEO services include?
Keyword and prompt research, practice and city pages, Google Business Profile, technical SEO and schema, and consistent directory profiles. It also covers weekly tracking against a baseline. It starts with a free SEO audit. Price depends on scope, and the audit gives you the plan.
Is GEO the same as AI SEO for law firms?
GEO is the part of SEO that gets your firm named inside AI answers from ChatGPT, Claude, Perplexity and Gemini. It builds on the same pages and profiles. Our law firm GEO page covers it in full.
How do you measure SEO and AI results?
We track your Google rankings and map pack position, and count citations of your firm across the agreed prompts in ChatGPT, Claude, Perplexity and Gemini. Each count is compared with a baseline taken before work begins. AI visitors show up in GA4 as well.
Do you have a dedicated plan for law firms?
Yes. Legal SEO is the core of it: local SEO for law firms, pages by practice area and directory work. We are an SEO and GEO agency, so we also track AI citations, and we never promise case outcomes.
Do you work with firms of every size?
Yes, from solo practices to multi-office firms. The plan is the same: practice area and city pages, the map pack, directory profiles and AI answers, scaled to your markets.
How do I choose an SEO company for attorneys?
Look for legal experience, pages built around practice areas and cities, and honest reporting. Avoid anyone who promises rankings or case outcomes. A good law SEO agency now covers AI answers too, not only Google.
Free AI Audit
Does Google show your law firm?
You leave knowing where your firm is missing from AI answers, what is causing it, and which changes would matter first, whether we work together or not.
What to expect
Audit
Before the call, we run the questions your potential clients ask through ChatGPT, Claude, Perplexity and Gemini.
Map
On the call, we show you where competitors are cited and you are not, and what's causing it.
Decide
An honest read on whether the Citation Stack fits. If it doesn't, you'll hear it on the call.
Don't see a time that works? Email Karim directly: contact@llmreach.ai