What AEO is
Search engines return a list of links. Answer engines return an answer, and sometimes name the sources or businesses behind it. AEO is about being one of those sources: a firm whose information is clear, consistent and easy to quote.
AEO is not a replacement for SEO. AI tools draw on search indexes and on pages they can read, so the basics of good SEO still come first.
How AI tools find information about lawyers
Each tool works differently, and none of them publishes exactly how it chooses sources. In general, they rely on:
- Pages in search indexes such as Google’s and Bing’s
- Your website’s own text, if it is readable and specific
- Your Google Business Profile and legal directory listings
- Reviews and mentions of your firm on other sites
That is why the firms that show up tend to be the ones with clear, consistent information in many places, rather than the ones with the most pages.
What helps your firm get cited
Clear answers near the top of each page
Say plainly who you help, with what, and where, in the first lines of each practice-area page. An AI tool summarising your page should not have to guess.
Question-and-answer sections
Short FAQs that answer the questions clients actually ask, in plain language, give answer engines text they can quote.
Structured data
Structured data tells machines what a page is about: your firm, your address, your services, your FAQs. Google now shows FAQ rich results for only a small set of sites, but the markup still helps software read your pages accurately.
Consistent firm details everywhere
Use the same name, address, phone number and practice areas on your website, Google profile and directories. Conflicting details make it harder for any system to be confident about your firm.
Being indexed beyond Google
Some AI tools draw on Bing’s index as well as Google’s. Submitting your sitemap to Bing Webmaster Tools, as well as Google Search Console, is a small step worth taking.
Reviews and real mentions
Genuine reviews and mentions in local news, bar association pages or community sites give AI tools independent evidence about your firm.
What to avoid
- Pages stuffed with keywords or city names
- Mass-produced AI articles that say nothing specific about your firm
- Fake or incentivised reviews
- Claims your advertising rules would not allow on your website anyway
Your professional rules on advertising still apply to anything you publish, however it is later found.
How to check where you stand
Ask a few AI tools the questions your clients ask, such as “Who is a good family lawyer in [your city]?” or “Do I need a lawyer for [your practice area]?”. Note which firms and sources they mention. Repeat every few months. Alongside that, Google Search Console shows which searches already bring people to your site.