What GEO and AEO mean for a law firm
People now ask ChatGPT, Google AI Overviews, Gemini and Perplexity things like "do I need a lawyer for a car accident in Texas" or "how long does a green card renewal take". Those tools build an answer from public pages and sometimes name the firms behind them. GEO and AEO are the work of making your firm one of the sources those answers can draw from. The foundation is the same as SEO for lawyers: a fast, crawlable site with consistent firm facts. What changes is the content: direct answers to specific questions, in the attorney's own voice.
This is not theory for us. We have seen AI assistants recommend law firms by name, and we have seen clients arrive at sites from those tools. We cannot tell you a number of mentions or leads you will get, and anyone who does is guessing.
What we do
Keyword and question research, a page where the attorney answers, original answer content on the firm site, entity and NAP consistency, and AI visibility tracking.
What you do
Answer the questions. Typing is fine; most attorneys prefer to talk into the microphone on the page we set up for them.
What we do not do
Generic AI-written articles, standalone legal content writing, bought mentions, or guarantees about rankings, citations or AI answers.
What month one looks like
Month one is mostly research. Before anything gets published, we need to know what people actually ask about your practice areas, in your cities, in English and in Spanish when that applies.
- Step 1
Deep keyword and question research
We use premium SEO tools, mainly Semrush, to pull the searches and questions around your practice areas and locations: volume, difficulty, the pages that rank today and the questions AI tools are answering.
- Step 2
Audit the site
We check what the site already answers, what is thin or outdated, speed, crawl access and whether firm name, address and phone match across the site, the Google Business Profile and directories.
- Step 3
Build the question list
We turn the research into a prioritized list of real client questions. No filler topics and no questions invented to hit a word count.
- Step 4
Set up your answer page
We give the attorney a private page with the questions. Answer by typing or by speaking into the microphone. It is built so it fits between client calls.
- Step 5
Publish original answers
We turn the attorney's answers into pages and sections on the firm site, structured so search engines and AI tools can read them. The legal substance is yours. You approve before anything goes live.
How we measure AI visibility
We measure AI visibility with Semrush. It tracks whether the firm shows up in AI answers for the topics we target and which pages get cited. We report that next to the normal SEO numbers: rankings, organic traffic and the contacts that come from the site.
| Item | What belongs there |
|---|---|
| Questions answered | Which questions the attorney answered and which pages went live |
| AI visibility | Mentions and cited pages tracked in Semrush for the target topics |
| Search rankings | Positions for the practice and question keywords |
| Referrals | Visits from ChatGPT and other AI tools when analytics records them |
| Site fixes | Speed, crawl, schema and NAP changes made that month |
Legal content, ethics and what stays with the firm
We do not sell legal content writing on its own, and it is not part of the plan. The answers come from the attorney or the firm. We bring the questions, the tool to answer them comfortably and the work to publish them well. That keeps legal accuracy where it belongs.
Content AI tools can use
- Direct answer to one real question
- Written or spoken by the attorney
- Specific to the practice area and location
- Firm name, address and phone consistent everywhere
- Reviewed and approved by the firm
Content that adds nothing
- Generic article rewritten from other sites
- AI draft nobody at the firm read
- Topics picked to fill a calendar
- Claims about results the bar would not allow
- Published without attorney approval
What is included for $1,000/month
GEO and AEO are part of monthly SEO for law firms at $1,000/month, month to month. The same fee covers on-page SEO, Google Business Profile, directories, link building and reputation work. Fer Marketing is operated by Fer LLC; founder Fernando Marcano is an IT engineer with 20+ years of hands-on experience, and we work in English and Spanish.
Research
Semrush keyword and question research, competitor pages and AI answers for your practice areas.
Answer page
A private page where the attorney answers by typing or by microphone.
Publishing
Original answer content on the firm site, structured for search engines and AI tools.
Tracking
AI visibility in Semrush plus rankings and referrals, in one monthly report.
For the general approach outside legal, see AI search optimization services and how to appear in ChatGPT. Send the site and practice areas through contact or fer@fer.marketing. We reply the same business day, 9 AM to 9 PM ET.
↑ Back to topWhy clients hire us
One person accountable
Fernando does or reviews every job. No account managers between you and the work.
Fixed written quote
Scope and price in writing before any work starts. Rework on our mistakes is on us.
Bilingual EN/ES
Fer LLC (Wyoming), working in English and Spanish. Replies the same business day, 9 AM to 9 PM ET, at +1 310 734 8943.
Work you can check
Building websites since 2001, with published projects in the portfolio.
Frequently asked questions
How much does AI search optimization for law firms cost?
It is included in monthly SEO for law firms at $1,000/month, month to month. It is not priced separately.
Do you write the legal content?
No. We do not sell legal content writing. The attorney answers the questions, by typing or by speaking into a microphone on a page we set up. We publish those answers on the site.
How do you measure AI visibility?
With Semrush, which tracks mentions and cited pages in AI answers for the topics we target. We report it monthly with rankings and referrals.
Can you guarantee my firm appears in ChatGPT?
No. Nobody controls what an AI system answers. We have seen AI tools recommend law firms and send clients to sites, but we do not promise placement.
What happens in the first month?
Deep keyword and question research, a site audit, a prioritized list of real client questions and a private page where the attorney starts answering.
Is GEO different from SEO for lawyers?
It builds on the same base: a fast, crawlable site and consistent firm facts. The difference is the focus on direct, original answers to specific questions.
Send the site and practice areas through contact or fer@fer.marketing. Monthly SEO for law firms, including AI search optimization, is $1,000/month, month to month. We reply the same business day, 9 AM to 9 PM ET.