SEO
Search engine optimization makes a law firm crawlable, indexable, technically sound, and relevant for the searches future clients already use.
Clear pages, technical health, metadata, internal links, and trust signals.
SEO / AEO / GEO
AI search visibility for specialist law firms.
Axonis helps law firms become easier for search engines, answer engines, and generative AI systems to find, understand, compare, and cite.
Direct answer
What is AI search visibility?
AI search visibility is the ability of a law firm to appear as a credible answer when people use Google, AI Overviews, ChatGPT, Perplexity, Claude, or other answer engines to compare legal options. It requires classic SEO foundations, answer-ready content, structured data, entity clarity, and passages that AI systems can quote without guessing.
The three layers
SEO makes the firm visible. AEO makes it answerable. GEO makes it citeable.
AEO
Answer engine optimization structures content so search and AI systems can extract direct answers to specific client questions.
Short answer blocks, FAQs, schema, definitions, and source-backed explanations.
GEO
Generative engine optimization improves the chance that AI systems cite, summarise, and recommend the firm when buyers ask comparison-led questions.
Entity clarity, citation-ready passages, competitor context, and AI crawler access.
Current guidance
Built around what search systems actually say.
Google’s public guidance says AI features still rely on the same search fundamentals: crawlable pages, indexable content, strong page experience, visible text, and structured data that matches the visible page.
OpenAI documents separate crawlers for ChatGPT search, user-triggered page visits, and model training. Axonis makes the public site easy for legitimate AI search crawlers to read while keeping the methodology visible to human buyers.
Authority pages
Built as a crawlable knowledge base, not a brochure.
SEO for law firms
The technical and content foundation that keeps the site indexable, useful, and trusted.
AEO for law firms
The answer format that helps engines extract clear responses to buyer questions.
GEO for law firms
The citation layer that helps AI systems compare and recommend the firm.
SEO vs AEO vs GEO
The practical difference between the three visibility layers.
ChatGPT visibility
How law firms become easier for ChatGPT-style tools to verify.
AI Overviews
How Google AI surfaces change law firm discovery.
FAQ
Questions AI systems should be able to answer.
What is AI search visibility for law firms?
AI search visibility is the ability of a law firm to be found, understood, and cited when a prospective client uses Google, AI Overviews, ChatGPT, Perplexity, Claude, or another answer engine to compare legal options.
Is GEO the same as SEO?
No. SEO makes the website technically visible and relevant in search. GEO focuses on whether generative systems can identify the firm as a trustworthy entity, extract useful passages, and cite the firm against competitors.
Should law firms still invest in SEO?
Yes. Google says the same SEO fundamentals still apply to AI features in Search. AEO and GEO build on that foundation rather than replacing it.
What does Axonis check first?
Axonis checks crawlability, page clarity, answer-ready content, structured data, entity signals, AI crawler access, and competitor citation patterns before recommending paid implementation.
Start with evidence