GEO and SEO Tactics Law Firms Should Be Using Right Now

Our New Search Reality

Nearly 1 in 3 people have used ChatGPT, according to Pew Research Center. And as of July 2025, Google AI Overviews have about 2 Billion monthly users. Though some people will hang on to their blue links on Google search, it’s safe to say that most people’s search behaviors are changing at an incredible rate.

For law firms, being found online now depends on appearing both in traditional search results and in AI-generated answers.

SEO still drives how your website ranks on Google, but if your content isn’t built to be cited by tools like ChatGPT or Perplexity, you’re leaving GEO cases on the table. Law firms that strategize for both SEO and GEO are already gaining an edge, and all other attorneys will soon find themselves playing catch-up.

SEO & Traditional Search Still Matter Today

We won’t go over everything search engine optimization (SEO) does, but we’ll leave a link to our SEO page if you need a refresher. Click here to read more about SEO for lawyers.

The fact of the matter is that SEO remains one of the most effective digital marketing channels for law firms to attract organic traffic and convert visitors into signed cases. Just because search tech is advancing doesn’t mean that traditional SEO is dead. SEO is a long term play, and firms who have invested in it for years or even decades are still seeing it pay off. Search engines are still the main “library” organizing all of the internet’s content, and AI tools still rely on them to generate the best answer for a user’s search query.

Sidenote: “SEO” has recently developed a new definition: Search Everywhere Optimization. This is about being found on any platform that isn’t a major search engine, but still has search capabilities that can connect a user with your online content. Whether it’s on a social media website or something like AI overviews, some people trust other sources of information outside of Google and Bing. There are plenty of tactics to help rank on alternative platforms, but for this blog post we’re focusing on the original SEO for search engines.

What GEO Means in the Age of Generative AI

Generative Engine Optimization (GEO) focuses on how content is selected and cited by AI platforms that answer user questions directly. Instead of showing search results, tools like ChatGPT, Gemini, and Perplexity scan web content to generate summaries or recommendations.

Unlike SEO, which aims to rank content for human users scrolling through links, GEO is about structuring information so that AI systems can easily understand, extract, and reference it. These platforms rely on content that is factual, clearly written, and organized with readable headings and data points.

Law firms that want to appear in these responses need to think differently about how their content is built. A well-written blog post might not rank inside an AI answer if it lacks direct statements, supporting sources, or scannable formatting. GEO is about making your content useful not just to people, but to the models that now answer their questions.

Key Differences Between SEO and GEO

SEO and GEO both aim to increase visibility, but they function in different ways.

SEO works within the ranking systems of traditional search engines. It relies on elements like keywords, backlinks, site speed, and mobile usability. Success is measured through metrics such as rankings, traffic, clicks, and user engagement.

GEO is focused on how AI platforms generate responses. These tools scan the web to find reliable information, then assemble answers based on what they find and what they already know. Content that’s easy for these tools to read, backed by credible sources, and structured with clear headings is more likely to be cited.

SEO is about positioning on search engines. GEO is about positioning inside AI-generated content.

Each requires its own approach, but both are part of the same effort to make your content more discoverable.

Shared Principles That Power Both

Even though SEO and GEO operate differently, the strongest content tends to perform well on both.

Start with intent. Whether someone is typing into Google or asking a question inside an AI platform, the goal is the same: get a clear, useful answer. Content that responds directly to common legal questions, without fluff, has a better chance of surfacing in both places.

Accuracy matters. Both search engines and AI tools prioritize sources they can trust. That means citing reputable studies, quoting subject matter experts, and updating your pages with current information. Outdated or overly vague material is less likely to earn clicks or citations.

Structure also plays a major role. Clear headings, short paragraphs, and well-placed summaries make it easier for both humans and machines to extract what they need. Strong formatting improves readability and improves how content is interpreted across platforms.

Lastly, both approaches benefit from regular updates. SEO algorithms change, and AI models continuously train on new content. Revisiting high-traffic pages every few months helps keep your content competitive in both formats.

Building a Unified SEO + GEO Strategy That Delivers

Law firms don’t need to choose between SEO and GEO. The most effective strategy supports both by focusing on structure, clarity, and measurable performance.

Start by reviewing content that already ranks or brings in leads. These pages are ideal candidates for GEO updates. Add clear subheadings, fact-based statements, and citations from trusted sources. AI systems are more likely to include content that’s direct, well-supported, and easy to parse.

To strengthen SEO at the same time, maintain clean internal linking, optimize for mobile, and include keywords naturally. These updates support rankings without interfering with GEO goals.

Track performance across both channels. Use traditional SEO tools to monitor rankings, traffic, and engagement. For GEO, monitor how often your content appears in AI summaries, quoted answers, or citation snapshots inside platforms like Perplexity or ChatGPT.

The goal is to make your most valuable content easy to find and easy to use, no matter how someone searches.

Five GEO-Smart Moves to Apply Now

To improve your chances of being cited by AI platforms, apply these GEO-focused updates to your existing content. These adjustments also support SEO, making them worth the effort.

1. Use clear, descriptive headings
Headings should reflect the question being answered. For example, use “What to Do After a Car Accident in Texas” instead of vague labels like “Legal Advice.”

2. Include strong, unique data
AI tools prefer content that includes facts, numbers, or concise examples. A short case result, percentage, or cost estimate gives the platform something useful to cite.

3. Add expert quotes and source links
Incorporate brief insights from attorneys or link to reputable studies. AI systems are more likely to reference content with built-in authority.

4. Break dense content into short, direct statements
Turn long paragraphs into numbered steps or bullet points when possible. This helps AI tools extract individual facts cleanly and improves readability for human visitors.

5. Run quarterly content reviews
Check your best-performing pages every few months. Refresh outdated stats, revise headings to reflect user intent, and tighten formatting to support both SEO and GEO needs.

These updates don’t require a full rewrite. Small changes can make a big difference in how your content performs across search and AI-driven tools.

The Bottom Line for Legal Marketers

SEO continues to drive traffic by improving how your content appears in search results. GEO adds a new layer by increasing the chances your content is cited directly inside AI-generated responses. When both strategies are active, your firm reaches more people in more ways.

TSEG works with law firms to improve content that performs across both formats. We build strategies that help your pages rank, get cited, and attract the right cases. Whether you’re updating existing pages or creating new ones, we make sure your content is ready for how people search today. Reach out to us today for more information.