Part Two: Why Law Firms Face Higher Stakes
In part one of this article, we looked at how consistent media relations and authoritative backlinks influence not only Google search results but also every AI assistant, as they become increasingly important in how clients discover law firms.
In this second part, we look at practical steps to help improve the visibility of your firm and why it matters now in an always-on, digital world that doesn’t keep office hours.
Legal services fall under ‘Your Money or Your Life’ (YMYL) content, which refers to topics that the search giant believes could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society.
When dealing with these topics, Google and AI systems apply the strictest quality standards, which means:
- LLMs are especially cautious about legal recommendations
- Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) weigh more heavily
- AI systems seek independent verification from established sources
- Generic website content carries less weight than for other industries
You cannot simply claim expertise, however many blogs you post on your website. Third-party validation from respected legal and business publications is essential.
Practical steps to strengthen your visibility to AI assistants
The first step to improving performance is to audit your current AI presence, by testing key prompts across ChatGPT, Perplexity, Claude and Google’s AI features, such as asking:
- “Best [your practice area] solicitors in [your location]”
- “What should I look for in a [type of lawyer]?”
- “Top law firms for [specific legal issue]”
Does your firm get a mention? Are competitors named ahead of you? Only by understanding your starting point can you shape a strategy that will deliver a better outcome.
Research shows AI systems favour content that includes statistics and data, which can boost visibility by up to 40%, particularly if the information is unique to you and sourced reliably. Your content should include expert quotes and verifiable authoritative sources.
Content can deliver clear, structured answers to common questions to help inform the reader’s decisions, possibly making them aware of common problems they may encounter in life or in business.
Using specific examples and case studies can help bring stories to life and provide all-important context. Citations to other trusted sources will also help AI assistants home in on your content.
Thought leadership matters more
Whilst the traditional news press release has its place, moving beyond opportunistic PR to deliver consistent media commentary on legal developments will improve the visibility of the firm and the individual quoted.
Regular bylined articles in trade publications are a great way to create an enduring narrative that showcases the Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) required by Google and the various AI assistants.
With time and persistence, it may be possible to secure regular speaking engagements at industry events and respected roundtable sessions, as well as participation in podcasts and subject-specific webinars.
It is important to ensure your firm’s positioning is consistent across all media and that you use the same terminology for your practice areas. Frame your expertise consistently and coordinate messaging with partners to deliver a shared approach that defines the wider firm.
Identify topics, messages and approaches that highlight key differences that set your firm apart from the competition. Remember, it is unlikely you have any ‘unique’ selling points, but you can make more of the differences.
Track progress
Having undertaken an audit at the outset, it is critical to monitor changes over time to better understand where you or your firm appear in AI-generated responses, which will inform your strategy.
Find which publications AI systems cite when mentioning you and map the competitor presence in AI responses on the same or similar topic requests. Note the branded search volume, which typically rises with AI mentions and the sentiment of AI-generated summaries – all of which will help shape your direction of travel and indicate the level of effort needed.
Many law firms focus solely on traditional SEO, while others ignore digital marketing entirely. Those who grasp this current convergence of PR, SEO and AI visibility will capture disproportionate market share.
Research shows strategic GEO efforts boost visibility in AI responses, and when combined with the traditional SEO benefits of brand awareness, modern PR delivers stronger ROI than ever. But this advantage won’t last indefinitely, as more firms recognise these dynamics, competition for authoritative media coverage will intensify.
The Work PR approach
Our integrated strategy has always combined media relations with SEO-optimised content and consistent messaging – now we are witnessing how this approach amplifies across platforms.
When we secure coverage for your firm in respected publications, we’re not just building brand awareness, but influencing the algorithms that increasingly determine whether potential clients discover you or your competitors, however they search.
The fundamentals haven’t changed from the earliest days of PR – build genuine expertise, secure credible validation and maintain consistency across channels. What’s changed is the reach and impact of getting it right.
The future of search isn’t Google or AI assistants, but all of them now and the platforms yet to come. What unites them is that they prioritise authoritative sources, value consistent expertise across channels and rely heavily on earned media and quality journalism.
They reward exactly what strategic PR delivers. The question isn’t whether it’s worth investing in PR; it’s whether you’ll establish your authority across platforms before your competitors do.
Ready to strengthen your firm’s visibility across traditional search and AI platforms?
Work PR specialises in helping solicitors and law firms build authoritative presence through integrated media relations, SEO-optimised content and strategic thought leadership. We ensure you’re found, trusted and chosen, regardless of how potential clients search.
Get in touch via email to discuss your firm’s visibility strategy.
