Generative Engine Optimization is the process of optimizing your content in a way that AI platforms can easily understand, trust, and recommend your law firm as an answer in AI search placements like AI Overviews and Large Language Model (LLMs) chats like ChatGPT, Gemini, Claude, and more.

There are many similarities. Traditional SEO actually sets a stable foundation for building presence in LLMs. For example, E-E-A-T applies to both. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness.

Objectives differ. With SEO, the goal is ranking well in search engines and gaining traffic. AI SEO’s objective is citation and AI visibility. Metrics used to measure SEO are CTR, impressions, and backlinks while the metrics for AI SEO are citation rate, brand mentions, and share of voice.

Yes. Strong SEO is a prerequisite for AI visibility. AI SEO tactics are really just SEO practices that work well to gain visibility in AI searches.

The way potential clients are searching for attorneys has changed. The journey is no longer linear. Many people search on Google, through social media, and now through LLMs like ChatGPT and Gemini. Due to the nature of these chats, people trust them in a similar fashion as a word of mouth referral.

Having a strong foundational base for SEO, updating outdated content regularly, seeking PR and community forum acknowledgements, and being consistent in adding regular, relevant content.

Content should be updated regularly. AI platforms favor sites and content that is most up to date.

Both. Old content can be modified to show up better in AI search and new pages can be created to fill content gaps.