"Traditional SEO is no longer enough to win online visibility. With AI now powering tools like Google's Search Generative Experience, law firms must optimize for answers, not just keywords. Known as Answer Engine Optimization (AEO), this approach involves creating FAQ-style content and properly tagging it with schema markup to make it easily digestible by AI engines. Law firms that embrace AEO can appear directly in AI summaries, giving them a critical edge as search behaviors evolve."
"Local Service Ads (LSAs) offer a better ROI than traditional pay-per-click advertising by charging only for qualified leads. For law firms, this means spending money only when someone calls or messages with intent-not just when someone clicks a link. When paired with strong, well-optimized service pages, LSAs can dramatically increase lead quality without draining the budget. Instead of blogging endlessly, firms should invest in refining their website's core service content to convert traffic more effectively."
AI-driven search has shifted visibility from keyword-focused SEO to Answer Engine Optimization (AEO), requiring law firms to create FAQ-style content and apply schema markup so AI systems can extract and present firm answers. Google's Search Generative Experience and similar tools surface AI summaries that can include firm content if properly optimized. Local Service Ads charge only for qualified leads, improving ROI by billing for calls or messages with intent rather than clicks, and perform best when linked to strong, well-optimized service pages. Embedding review requests into the closing process captures client feedback at peak satisfaction and boosts credibility on platforms like Google and LinkedIn.
Read at Above the Law
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