Assuming SEO covers it
Ranking on Google helps, but AI tools weigh reputation, reviews and outside sources in their own way.
GEO FOR LAWYERS
AI Search Is Changing How Clients Choose a Lawyer
People now ask ChatGPT, Google AI Overviews, Perplexity and Gemini who to call. Eric Bersano helps attorneys understand how these tools decide which firms to recommend, and what to do about it.
What GEO is, and why it matters now
Generative engine optimization (GEO) is the practice of making AI assistants understand, trust and recommend your firm when someone asks a question like "Who is the best divorce lawyer near me?" These tools don't show ten blue links. They give one answer, and often name only a few firms.
This is the biggest shift in how people find professionals since Google itself. Most law firms haven't adjusted, and many vendors are still selling yesterday's playbook. I help firms see where they stand in AI search today and what it will take to earn a place in those answers.
WHERE FIRMS GO WRONG
Why AI tools skip over good firms
Inconsistent facts
Different names, addresses and practice areas across the web leave AI tools unsure who you are.
Thin, vague content
Generic practice pages give AI nothing specific to quote, so it quotes someone else.
No outside proof
AI tools lean on reviews, directories, news and bar listings. Firms with little third-party presence get passed over.
WHAT ERIC EVALUATES
The questions I help you answer
What does AI say about you today?
How ChatGPT, Gemini, Perplexity and Google AI Overviews answer the questions your clients ask.
Who gets recommended instead?
Which competitors appear, and what they have that your firm doesn't.
Is your information consistent?
Whether your firm's details match across your website, profiles and directories.
Does your content answer real questions?
Whether your website gives AI clear, specific answers worth citing.
Is your vendor keeping up?
Whether your current marketing partners understand AI search or are still selling yesterday's tactics.
Where should you start?
Practical priorities that improve your visibility in both AI answers and traditional search.
HOW ERIC HELPS
Expertise first, then the right team
A direct conversation
We talk through your practice areas, your market and the questions your clients ask.
An honest assessment
I look at how AI tools describe your firm and your competitors, and explain what's driving it.
The right specialists
If you need hands-on help, I can introduce you to vetted specialists who understand AI search.
FAQ
AI search questions from law firm owners
Does Eric do GEO work himself?
No. Eric is a consultant, not an agency. He helps firms understand AI search and judge the work being done for them, and he can introduce vetted specialists when a firm needs a provider.
What's the difference between GEO and SEO?
SEO earns you a place in search results. GEO earns you a mention inside an AI-written answer. They overlap, but AI tools rely more heavily on reputation and outside sources.
Do people really use AI to find a lawyer?
A growing number do, and Google now puts AI-written answers above many of its regular results. Firms that wait for this to settle will be catching up.
Can you pay to appear in AI answers?
Not in the organic answers. You earn those through consistent information, useful content and a strong reputation across the web.
How is GEO measured?
By regularly asking AI tools the questions your clients ask and tracking whether your firm is named, how it's described and who appears instead.
WORK WITH ERIC
Find out where your firm stands in AI search
Tell Eric about your firm, or invite him to show your bar association how AI is changing the way clients choose lawyers.