How Law Firms Can Optimize for ChatGPT and AI Assistants
Potential clients no longer rely only on Google to find legal help. Many now turn to AI assistants and Large Language Models (LLMs) like ChatGPT, Perplexity, Claude, Bing AI, and Google Gemini.
Instead of typing “best personal injury attorney near me,” users ask questions like “Who’s the best personal injury attorney in San Jose?” These tools generate answers based on online content and legal sources.
Firms that don’t appear in these answers lose potential clients to competitors who do.
LLM SEO—short for Large Language Model Search Engine Optimization—helps law firms show up in AI-generated results. Unlike traditional SEO, this strategy uses natural language content, entity recognition, and structured data to improve visibility.
Firms that embrace LLM SEO early gain a competitive edge. AI tools prioritize content that feels trustworthy, reads clearly, and directly answers user questions.
AI-driven search has already changed how people find legal help. Law firms that adapt now can attract more qualified leads and stay ahead of the curve.
