"To understand what your law firm website needs to change to remain relevant and visible in 2026, it helps to have a firm grasp of how AI search tools differ from traditional search engines. Some of these differences may be apparent to you from your own experience, but what goes on behind the scenes has important implications for your law firm's content and its technical search engine optimization (SEO)."
"Most large language model (LLM) search tools are going to use many of the same factors in evaluating websites. This is because they operate on generally similar principles built on the same basic search functions that led to SEO's development. However, the way different AI programs prioritize individual factors may vary. Instead of considering a single set of optimizations, websites will increasingly need to account for cross-platform differences."
Law firm websites must adapt their content and technical SEO to remain relevant and visible as AI search tools change user search behavior by 2026. Historically, a dominant search engine produced largely uniform SEO best practices suitable across sites. AI search tools are more diverse in collection and presentation of content, and multiple protocols will be necessary to optimize for different AI-assisted results. Large language model search tools use many similar evaluation factors but may prioritize those factors differently. Preparing early and being ready to adjust enables building a generative engine optimization (GEO) strategy that accounts for cross-platform differences and timely content updates.
Read at Above the Law
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