SEO and visibility in AI answers for law firms
SEO for law firms now means two things: being found on Google — and appearing in the answers of the AI systems. More and more clients no longer ask Google but ChatGPT, Claude, Perplexity, Gemini or Grok for a law firm, and receive a short list of names and sources instead of ten blue links. We measure whether your firm appears in it, and work on what those systems cite.
What sets us apart
- 1We make sure your firm also ranks at the top with the AI providersMore and more clients ask ChatGPT, Claude, Perplexity, Gemini or Grok for a law firm — and receive a short list of names and sources instead of ten blue links.
- 2Measure first, then workWe measure the status quo first: is your firm mentioned for the typical client questions, in which position, and which sources do the systems cite? We repeat that measurement after every measure.
- 3Google remains the larger shareIn Germany, 85.59 % of all search queries went to Google in July 2026 (Statcounter). Structure, loading time, language and URL strategy still have to meet its requirements.
Our services
Visibility in AI answers
ChatGPT, Claude, Perplexity, Gemini- We make sure your firm also ranks at the top with the AI providers.
- More and more clients no longer ask Google but an AI system for a law firm — and receive a short list of names and sources instead of ten blue links.
- A firm that is not on that short list does not exist for the person asking. There is no second page.
Measuring the status quo
Is your firm mentioned?- We measure the status quo first: is your firm mentioned for the typical client questions, in which position, and which sources do the systems cite?
- We repeat that measurement after every measure — otherwise there is no way to tell whether a measure worked.
- We ask the questions the way a client would ask them, not the way a firm describes itself.
Content that gets cited
What AI systems actually draw on- We work on what AI systems actually cite: explanatory expert articles on your own domain, clearly assigned practice area and industry pages.
- Added to that are clean mark-up of your content and solid mentions on third-party sources.
- We therefore write content that answers a client question, rather than content that describes the firm.
Classic search
Google remains the larger share- In Germany, 85.59 % of all search queries went to Google in July 2026 (Statcounter).
- Structure, loading time, language and URL strategy have to meet its requirements — the developments around AI systems do not change that for now.
- Every practice area that carries the firm needs its own page that can be found on its own, rather than a single “Our services” page.
Off-site optimisation
Solid references, not networks- Off-site optimisation requires solid backlinks — references from sites that carry weight themselves.
- Search engines recognise networks of your own interlinked sites and devalue them. The same now applies to how AI systems choose their sources.
- Mentions in rankings and trade media belong to those third-party sources — work on law firm rankings therefore also pays into visibility.
Implementation
In-house or supporting your agency- We plan the measures, implement them or support your agency in doing so.
- If an agency is already in place, we word the briefs so that the requirements of the legal industry are in them.
- What needs to be done technically depends on how your site is built — see law firm websites: concept and build.
What law firms say
The strengths of Law Business lie in the individual, personal service that has earned my law firm great attention in various print media. Lawyers do not usually have the necessary PR contacts to present their successes to the public in a timely manner. Law Business picks up on issues that are of interest to the public and places them in the right media.
Law Business initially carried out a re-sharpening of the firm’s positioning for my law firm. Sales and marketing measures were then defined based on the new positioning. The sales and marketing measures must be defined carefully, as the legal sector simply has very specific requirements.
Frequently asked questions
Why is classic SEO no longer enough?
Because more and more clients put their question to an AI system and receive a short list of names and sources instead of ten blue links. A firm missing from that list does not exist for the person asking.
Can visibility in ChatGPT be measured at all?
Yes. We put the typical client questions and record whether your firm is named, in which position, and which sources the system cites. We repeat the measurement after every measure.
Has Google become irrelevant?
No. In Germany, 85.59 % of all search queries went to Google in July 2026 (Statcounter). Structure, loading time, language and URL strategy still have to meet its requirements.
What do AI systems cite?
Explanatory expert articles on your own domain, clearly assigned practice area and industry pages, clean mark-up of your content and solid mentions on third-party sources.
Do bought backlinks help?
Search engines recognise networks of your own interlinked sites and devalue them. What is solid are references from sites that carry weight themselves — rankings and trade media, for instance.
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