The AEO Checklist: 5 Ways to Make AI Recommend Your Law Firm Over Your Competition

If your law firm is still relying on traditional SEO alone to get more clients, you’re already falling behind. 

Search is no longer about 10 blue links on page one of Google — it’s about being the single answer.

Thanks to the rise of AI tools like ChatGPT, Google Gemini, and Perplexity, consumers are no longer searching — they’re asking. And if your firm isn’t the one being recommended, then you’re effectively invisible.

This shift is called Answer Engine Optimization (AEO) — and it’s completely changing how law firms get found online.

In this article, you’ll get the 5-step AEO checklist we use to help law firms like yours earn AI recommendations over larger, more established competitors. 

Even better? 

You don’t need a technical background to implement most of these — just a commitment to showing up as the most helpful and trustworthy answer.

Why AEO Matters More Than Ever

Traditional SEO was about getting your site ranked in a list. You were one of many results.

AEO is about becoming the only answer.

Here’s the difference:

  • Old SEO: Compete for page 1. Hope someone clicks.
  • New AEO: Be the one answer AI tools recommend. Get selected instantly.

Whether a client says, “Hey Siri, who’s the best divorce lawyer near me?” 

or types “how long does a hit-and-run lawsuit take in Pennsylvania?” into Perplexity.ai 

— the engine is no longer presenting a list. It’s presenting an answer.

Let’s make sure that answer is you.

The 5-Part AEO Checklist for IFTS Uses To Get Law Firms More Clients Online

Step 1. Add Schema Markup (a.k.a. Structured Data)

Problem: AI engines can’t “read” your website like a human.  You have to tell them in a special way.

Our Solution: Schema markup tells them exactly who you are, what you do, and why you’re trustworthy in code they can read easily.

What to do:

  • Add schema types to your website:

    • Attorney

    • LocalBusiness

    • FAQPage

  • Include fields like:

    • Name, logo, phone, address

    • Bar number

    • Links to trusted directories (Avvo, Justia, Google Business Profile)

  • Tools to help with implementation: TechnicalSEO.com, RankMath, Yoast, Schema Pro

Pro Tip: If your website is created in WordPress, a plugin can auto-generate this for each page — no coding needed.

Step 2. Write AI-Friendly FAQs for Your Website, Social Media and YouTube Channel

Problem: Most FAQ pages are generic, outdated, or written for humans — not machines.

Our Solution: Write short, specific, well-cited answers to local legal questions.

What to do:

  • Add 5–10 FAQs per service area (e.g. personal injury, DUI, family law).
  • Keep answers short and to the point
  • Use natural language, like a client would ask.
  • Cite laws, court rulings, or stats when possible.

Need inspiration?

  • Use Google’s “People Also Ask” box.
  • Check out AlsoAsked.com to find real-world phrasing.
  • Check out answerthepublic.com 
  • Write down all of the questions that clients commonly ask you

Pro Tip: Answer one FAQ per page when possible. AI tends to pull from single-topic sources.

Step 3. Get Credible Backlinks (Trust Signals)

Problem: AI judges your credibility based on who links to your site — just like Google does.

Our Solution: Earn backlinks from authoritative legal and regional sources that attorneys can commonly be found within.

What to do:

  • Submit your website and firm information to:
    • State bar association directories
    • Legal directories like Avvo, Justia, Martindale
    • Local Chamber of Commerce or BNI groups
  • Pitch legal blog articles or guest posts – include your website in the author bio paragraph
  • Offer to speak at CLE events or law school panels (then ask for a bio link)

Pro Tip: One backlink from a legal site is better than 50 from general blogs.

Step 4. Create Author Pages or Bio Pages for Each Attorney

Problem: AI wants to know who is writing your content.

Our Solution: Showcase your attorneys as credible experts on your website (this builds E-E-A-T: Experience, Expertise, Authority, Trust).

What to do:

  • Make sure every lawyer has a detailed bio page on your firm’s website.
  • Information to Include:
    • Headshot
    • Credentials and bar affiliations
    • Personal intro (humanizes your team)
    • Links to their Avvo, LinkedIn, and Bar profiles
    • List of authored articles and speaking events
    • An intro video or two of that attorney

Pro Tip: If you’re posting vlogs, blogs or legal guides, include an author box linking back to that attorney’s profile.

Step 5. Ensure NAP Consistency in Every Directory (Name, Address, Phone)

Problem: Even small inconsistencies (like “Rd.” vs “Road”) can confuse AI.  So if your address differs from directory to directory, AI won’t know which is the correct information to return.  Therefore, it won’t pick your firm to show as the answer.

Solution: Make your business info 100% consistent everywhere.

What to do:

  • Audit your listings on:

    • Google Business Profile
    • Yelp
    • Facebook
    • Avvo
    • Bing
  • Use tools like BrightLocal or Moz Local to scan your NAP across 100+ directories.
  • Match exactly on:
    • Schema markup
    • Website footer
    • Contact page
    • Online profiles

Pro Tip: If you’ve moved or changed phone numbers, update everywhere — or purchase a tool like BrightLocal  to help.

Even Implementing 3 Out of 5 Tasks On This Checklist Can Move the Needle

The great thing about AEO is that it doesn’t reward the biggest budget — it rewards the most helpful, trusted, and structured firm.

If you implement even three of these five steps, you’ll start appearing more often when AI engines are asked legal questions in your area.

If you implement all five?

You stop being part of the list — and start becoming the only answer.

So, What’s Next With AEO?

In the next article (and video), we’ll break down exactly how answer engines like ChatGPT and Perplexity decide which legal content to trust — including what signals they use and how to earn them.

Want our full roadmap?

Download The Law Firm Client Magnet Method — a free resource showing how video + AI can transform your law firm’s marketing in 2025 and beyond.

What Is AEO (Answer Engine Optimization) and Why Should Law Firms Care?

The world of search is changing — fast.

People are using AI more and more…and Google is coming in second.

So, what do you do?

For years, law firms have focused their marketing efforts on showing up on page one of Google. But in 2025 and beyond, ranking on page one may no longer be enough. In fact, it might make your law firm completely invisible.

Enter Answer Engine Optimization (AEO) — the next evolution in online searching and the key to making your firm the trusted answer in a world dominated by AI tools.

In this article, we’ll break down what AEO is, how it differs from traditional SEO, and what your law firm can start doing right now to stay ahead of the curve.

The Shift from SEO to AEO

SEO (Search Engine Optimization) has long been the go-to strategy for improving a website’s visibility. 

The goal? 

Land on the first page of Google when someone searches for a keyword like “divorce attorney in Pittsburgh”.

That strategy made sense when people clicked through results, compared multiple sites, and made their own decisions.

However, the way people are now searching has fundamentally changed.

With tools like ChatGPT, Google Gemini, Perplexity, Grok, Microsoft Copilot, Alexa, and Siri, we’re no longer just typing keywords into a search bar — we’re asking full legal questions like:

“Who is the best personal injury attorney near me who handles hit-and-run cases?”

“What is the first thing I should do when I get a DUI?”

“Do I need an attorney to help me set up my business?”

And instead of getting a list of 10 links, users often get one direct answer — a single law firm’s name, maybe two.

[Audrey – insert image here]

If your firm isn’t chosen by the AI as that answer? You might as well not exist.

This is where Answer Engine Optimization comes in.

What Is AEO (Answer Engine Optimization)?

AEO is the process of optimizing your online presence so that AI-powered search engines select your law firm as the best, most trusted answer to a user’s question.

Instead of focusing solely on keywords, backlinks, and ranking positions like SEO, AEO is focused on:

  • Clarity – Is your content easy to understand, direct, and helpful?
  • Context – Does your website answer specific legal questions thoroughly and accurately?
  • Trust – Are you cited by others, do you have a lot of reviews, and are you clearly verifiable as a reputable legal source?

💡 Remember: AEO isn’t about being in a list. It’s about being the answer.

Why Lawyers Should Care About AEO

1. AI Tools Are Already Replacing Traditional Search

From Apple’s Siri to Google Gemini, AI tools are now built into nearly every device and browser. Your future clients are already using these tools to find legal help — often without ever visiting Google.

2. Voice Search Is Dominating

Over 50% of searches are now voice-based. And voice assistants like Alexa or Siri don’t read a list — they choose one answer or maybe two. If your content isn’t structured in a way that those tools can parse and trust, you won’t be the one they recommend.

3. AI Is Biased Toward Trust and Structure

AEO allows smaller and mid-sized law firms to compete with big players — not by outspending them on ads, but by becoming the most helpful, clearly structured, and trusted answer available.

5 Actionable AEO Strategies Your Law Firm Can Start Using Today

You don’t need a huge budget to benefit from AEO. You just need to start thinking like the AI engines that are making these recommendations.

Here’s what you can do right now:

1. Answer Legal Questions Clearly on Your Website

Instead of only talking about your services, start publishing content that answers real questions people ask. These can include:

  • “What should I do after a hit and run in Pennsylvania?”
  • “How long does a landlord have to return a security deposit in Ohio?”
  • “What happens if I miss a child custody hearing?”

Each of these questions should have its own page or blog post with a direct, plain-English answer. Bonus points for including citations to relevant laws or bar association guidelines.

The easiest way to create this content is to make a list of the ten most common questions you hear from your clients.  Then, create a video of yourself answering these questions.

Next, take that video and transcribe it into a blog that you can create a page for on your website.  Finally, using the blog and video, post it all over your social media so it’s seen everywhere and easily found by AI engines looking for answers. 

2. Add Schema Markup to Your Website

Schema markup (also called structured data) helps AI engines understand who you are and what you do.

You should be using:

  • LocalBusiness or LegalService schema
  • FAQPage schema for question-answer pages
  • Review schema to highlight positive testimonials

This can be added via plugins like Yoast SEO, Rank Math, or manually with JSON-LD in your site’s header. 

If you are unsure about adding this piece of code, be sure to consult with your firm’s website designer.  

IFTS can also help you with this task – just ask!

3. Build and Maintain Online Reviews

AI looks for signs of reputation and trust.

In other words, the more reviews you have, the better!

That means you should:

  • Consistently ask happy clients to leave Google reviews
  • Respond to all reviews — both good and bad
  • Link to your review platforms from your website (make sure to have a “Reviews” page where people can easily read what others are saying about you

Tools like Review Squirrel or GoHighLevel can help automate this process for your firm.

4. Use Natural, Conversational Language (NO JARGON)

AI prefers content that sounds like a real human wrote it.

Instead of 

“Our firm handles multi-jurisdictional tort claims,” 

You might say:

“We help injured people across state lines get the compensation they deserve.”

Your goal is to mirror how your clients actually speak, especially for voice search.

Be sure to sound as much like your clients as possible.  The next time you are in a meeting with a new client, be sure to make note how what they are saying and what questions they have.

5. Cite Reputable Sources

AI models are trained to look for evidence and reliable backing.

Link to:

  • State statutes
  • Court decisions
  • Bar association articles
  • .gov and .edu sites

These types of sites are seen as more trustworthy.  So, if you are talking about content found on them, you should be seen as trustworthy as well.

This all increases the chances of AI recommending you when interacting with someone.

AEO Levels the Playing Field for Smaller Firms

Want to know the best part about AEO?

It doesn’t reward the biggest firm. It rewards the best answer.

That means a solo practitioner who answers questions clearly, with citations and reviews, can beat out a 100-attorney mega firm with a vague, keyword-stuffed website.

This is your opportunity to own your niche — whether it’s criminal defense, personal injury, or estate planning — in your region.

Start by creating videos and blog pages on very specific topics that your clients care about.  Then, share them everywhere!

Final Thoughts: Don’t Wait to Make the Shift

AI isn’t the future. 

It’s already here.

Firms that adapt to this new reality will capture the next generation of clients while others fade from visibility.

Check out our free book The Law Firm Client Magnet Method for deeper strategies on using video + AI to grow your practice automatically.

Why SEO Is Dead and AEO Is the Future for Law Firms

The death of page one?

For decades, search engine optimization (SEO) has been the backbone of online visibility. Law firms invested thousands of dollars optimizing their websites, chasing Google rankings, and building backlinks—all in hopes of landing on the coveted first page of search results.

But here’s the truth: the game has changed.

If your law firm is still playing by the old SEO rules, you risk being left invisible in a world where clients expect one definitive answer delivered instantly by AI.

This shift is called Answer Engine Optimization (AEO). 

In this blog, we’ll explore what AEO is, why it’s replacing SEO, and what your firm needs to do today to future-proof your marketing.

(If you’d rather watch than read, here’s a short video where I break this down:)

From Ten Blue Links on Page One to One Direct Answer

Think back to the early days of Google. 

If someone searched “best divorce lawyer near me,” they’d get a non-cluttered page of 10 blue links. 

SEO was about climbing that ladder—optimizing content, adding keywords, and hoping you landed above your competitors.

Fast forward to today where a prospective client asks Siri or Alexa:

“Who’s the best personal injury attorney in Pittsburgh?”

They don’t get a list. They don’t scroll…They just get one answer directly from the AI.

That’s the future of search: winner-takes-all. 

And if your firm isn’t the answer, you don’t even exist at that moment.

What Exactly Is AEO?

Answer Engine Optimization (AEO) is the practice of positioning your law firm to be the trusted, definitive answer AI engines like ChatGPT, Perplexity, Google Gemini, and Grok deliver when someone asks a legal question.

Here’s how it works:

  • Traditional SEO: Google lists 10+ links, and the user chooses.
  • AEO: AI selects one clear, concise, authoritative answer and delivers it directly to the user

Bluntly put – SEO makes you part of the conversation.  AEO makes YOU the conversation.

Why SEO Alone Won’t Save Your Rankings

SEO is not “dead” in the sense that you should stop optimizing your site. Keywords, backlinks, and technical hygiene still matter—but they’re no longer enough.

The shift to AI-powered search introduces three massive challenges for law firms:

  1. Zero-Click Searches: Clients no longer click through to websites if AI answers their question directly.
  2. Voice Search: Voice assistants deliver one choice—your firm or someone else’s.
  3. Trust & Authority Signals: AI engines don’t just crawl for keywords; they evaluate credibility. If your firm isn’t structured properly, you’ll be ignored.

If your strategy is “just do more SEO,” you’ll watch your visibility shrink as AI-driven answers take over.

Why AEO Is a Game-Changer for Law Firms When It Comes To Getting More Clients

Here’s why this matters more for attorneys than almost any other profession:

  • High-stakes questions. People don’t casually look for a “fun lawyer fact.” They ask things like “Do I need a lawyer after a car accident?” or “How much does a will cost in Pennsylvania?” These are questions where clients expect authoritative, direct answers.
  • Local intent. Legal services are location-specific. AI assistants are primed to deliver a single nearby solution.
  • Credibility matters. Law firms thrive on authority and trust signals—exactly what AEO rewards.

In short: AEO levels the playing field. 

Even a small two-attorney firm can outrank national competitors if they provide clear, structured, up-to-date answers.

Real Example: SEO vs. AEO in Action

Let’s compare.

  • SEO Result (Old World): 

Someone types “estate planning lawyer near me.” 

They see 10–15 law firm websites, read a few, and maybe fill out a form.

  • AEO Result (New World): 

Someone asks ChatGPT, “Who’s the best estate planning lawyer near me for a large estate?” 

Siri pulls one name or two, backed by online citations and trust signals.

Which firm gets the client?

The one that has embraced AEO!

How Law Firms Can Prepare for AEO and AI

So, what should you do right now to adapt? Here are three practical steps:

  1. Rework Your FAQ Pages
    • AI loves clear Q&A formats.
    • Example: Instead of a 1,000-word article on “What to do after a car accident,” break it down into direct Q&A sections
  •  2. Add Schema Markup (Structured Data)
    • Schema tells AI engines who you are, what services you offer, and why you’re credible.
    • Use “Attorney,” “FAQ,” and “Local Business” schema types.
    • Check out our sample schema below

You’d place this inside the <head> of your site or via a schema plugin

  1. Focus on Authority & Recency

    • Update blogs regularly.
    • Showcase reviews, testimonials, and case results (where ethically appropriate).
    • Keep your content fresh so AI sees you as relevant.

Why Ignoring AEO Could Cost You Clients

Imagine your competitor embraces AEO, and you don’t.

Clients in your market start asking AI questions like:

  • “Who’s the top workers’ comp attorney near me?”
  • “How much does a custody lawyer cost?”
  • “What’s the statute of limitations for medical malpractice in Ohio?”

If AI doesn’t pick you as the answer, your firm will never even be considered.

That’s the danger.

It’s not about being one of many anymore—it’s about being the only answer.

Related Resource: The Law Firm Client Magnet Method

Want to take your marketing further? Download The Law Firm Client Magnet Method — a step-by-step guide to using AI + video to attract more cases automatically, even if you don’t have a large marketing team. With this book, you’ll learn:

  • How to turn simple videos into trust-building machines
  • How to repurpose one video into 20+ formats using AI
  • How to automate follow-up so you convert more leads into clients

Download the Book & Get Bonus Tools →

So, Be the Answer They’re Looking For

The shift from SEO to AEO is not coming—it’s already here. 

Answer engines like ChatGPT, Perplexity, Grok, and Google Gemini are transforming how clients search for lawyers.

The question is simple – Will your law firm be the answer AI recommends?

…Or will your competitor take that spot?

The good news is, you don’t need a massive budget or a 10-person marketing team. You just need the right strategy, the right structure, and the willingness to adapt.

Next Steps

This blog is the first in our AI Search for Lawyers series. 

In the next article and video, we’ll cover:  “What Is AEO and Why Should Lawyers Care?”

Don’t miss it—subscribe to our YouTube channel, bookmark our blog and stay ahead of the curve.

And if you’d like help making your firm the definitive answer in your market, reach out—we specialize in AEO strategies for law firms – https://iftsdesign.com/aeo