GEO Is Still Being Overlooked by Most Law Firms

GEO Is Largely Overlooked

Although generative AI has changed search drastically in the past few years, most marketing teams are not adapting. A recent survey from Centerfield found that almost two thirds of marketers admitted their company has not dedicated any time, budget or staffing to Generative Engine Optimization. GEO is the strategy that improves a brand’s visibility inside AI-generated summaries. And yet it remains widely misunderstood.

According to the survey, only 9% of marketing resources are going toward GEO. A full 67% of marketers believe visibility in AI-driven results will be very important in the next two years. But only a third say they understand GEO well enough to act on it now.

That gap is leaving many brands invisible in the newest places where users are searching. Search summaries created by AI often pull from trusted, structured content that follows a very different set of rules from traditional SEO. Without GEO, a brand risks being left out of people’s research and decision-making process entirely.

Why GEO Remains Underused

Most marketing teams are aware that AI search is gaining influence, but that awareness has not translated into widespread action. The same Centerfield survey revealed that 93% of marketers are facing barriers when it comes to implementing GEO. The most common issues are limited budget, lack of expertise, and competing internal priorities.

Even those who want to take GEO seriously are struggling to figure out where to begin. Without a clear way to measure impact, it becomes easier to delay the work or avoid it entirely.

But inaction comes with consequences. AI summaries and chatbots are already shaping what users see and trust. The longer a brand waits to optimize for these systems, the harder it becomes to stay visible.

GEO Requires a Different Kind of SEO Thinking

Traditional SEO focuses on keywords, backlinks, and ranking in the top spots of a search results page. GEO works differently. AI systems are not ranking pages the same way. Instead, they generate answers by pulling from multiple sources that offer structured, well-cited, and clearly written content.

That means content needs to be formatted in ways that help machines understand what is being said. Strong page architecture, consistent brand mentions across trusted sources, and content that answers questions directly all play a larger role.

Most SEO strategies fall short by hyper-focusing on search engine crawlers, but not the systems that now power AI responses. GEO requires writing and structure that can be understood and used by machines without losing clarity or value for the reader.

Don’t Delay if You Want to Remain Competitive

Generative AI has forever changed how search works, and it isn’t going away anytime soon. The brands that appear in AI-generated summaries aren’t necessarily the ones with the top-ranking websites. They are the ones offering well-structured, clearly written, and widely cited content that machines can use with confidence.

At TSEG, we don’t wait to catch up. We have already built GEO into the core of our SEO strategies. From on-site structure to content planning and citation strategy, we focus on getting clients placed where answers are now being pulled.

GEO is still underused across most industries, which means there is still time to get ahead… but that window is closing.

We have the strategy in place. If you are ready to be seen in the results that matter next, we are ready to help.