How Professional Firms Can Be Found in AI Search
As artificial intelligence platforms like ChatGPT, Perplexity, Gemini, and Microsoft Copilot become mainstream, professional firms are asking a new question: How do I make sure my business surfaces in AI-driven search results? While traditional SEO remains critical, AI introduces some new dynamics worth understanding.
This guide answers common client questions about AI visibility, compares traditional SEO with AI Optimization (often abbreviated as "AIO," but sometimes also called "Generative Engine Optimization (GEO)" or "Large Language Model Optimization (LLMO)"), and highlights mistakes that professional firms often make. We'll also share a real-world example of how our client, Caribbean IP, achieved visibility in AI search results through a smart, fundamentals-first content strategy.
Your AIO vs SEO questions answered:
Are the SEO concepts the same for AI platform visibility?
In many ways, YES. But there are some important nuances.
Overlap with SEO fundamentals: A well-structured website, keyword-rich headings, fast load times, and authoritative backlinks remain the foundation. AI tools still draw heavily on the open web, so if your site is invisible to Google, it’s unlikely to show up in AI answers.
Differences: Instead of ranking one page over another, AI platforms synthesize answers from multiple sources. The goal shifts from “ranking #1” to “being cited, summarized, or referenced” in AI responses. To improve your odds:
Publish authoritative, plain-language content that directly answers client questions. Isn’t that what your clients want anyway?
Use semantic SEO by covering related concepts, synonyms, and FAQs so AI models recognize your firm’s expertise.
Strengthen brand signals across the web (consistent firm name, team bios, press mentions, directories) so your authority is reinforced from multiple angles.
Prioritize user experience. Clear navigation, scannable page layouts, and mobile-friendly design ensure that both users and AI systems can interpret your site effectively.
(Spoiler: none of this is rocket science, but it DOES take consistency and diligence.)
Are AI searches location-dependent like Google searches?
Only PARTIALLY.
Google remains the dominant platform for local discovery. Your Google Business Profile, client reviews, and local backlinks are still the keys to showing up when someone searches “divorce lawyer near me” or “best IP attorney in New York.”
AI platforms (ChatGPT, Perplexity, etc.) tend to provide generalized answers unless the user explicitly specifies a location. Some platforms, especially those integrated with traditional search (Google AI Overviews, Microsoft Copilot), are beginning to factor in location data when available.
The takeaway: Local SEO isn’t going away. If geography matters to your firm, keep investing in it — but recognize that AI queries may surface more “thought leaders” than “local providers.”
What are the similarities and differences between SEO and AIO?
| SEO | AIO |
|---|---|
| Competing for rankings on specific keywords | Competing for inclusion in AI-generated responses |
| Local search plays a major role | Local search plays a limited role (for now) |
| Success measured in rankings, impressions, and clicks | Success measured in citations, mentions, and AI recognition of expertise |
| On-page SEO (titles, headings, schema) critical | Content clarity, authority, and semantic depth critical |
| Backlinks signal authority | Broader online reputation (mentions across multiple sources) signals authority |
Bottom line: Traditional SEO sets the stage. AI optimization rewards firms that demonstrate depth, authority, and clear expertise across multiple platforms. And honestly, isn’t that what we’ve been preaching for years?
Common Mistakes Firms Make That Hurt AI Visibility
Thin, jargon-heavy content. AI favors sites that explain concepts clearly and comprehensively. Pages with vague, insider-only language get overlooked.
Ignoring FAQs. Many AI queries take the form of questions. If your site doesn’t directly answer them, you miss an opportunity.
Inconsistent branding. Different versions of your firm’s name or bios across platforms confuse AI models (and people). Consistency builds authority.
Neglecting schema markup. Structured data may help both search engines and AI understand your content. This can be implemented on your “Our Team” page or if you have an FAQ page.
Not including metadata (page titles and descriptions) and alt-text for images. They help with accessibility and make your site more understandable to search engines. NOTE: Schema markup is different — it works alongside these basics to give even richer context.
Forgetting about reputation. Mentions in press releases, professional associations, and reputable directories strengthen your position as a “trusted authority” in AI results.
Overlooking usability. Cluttered layouts, confusing menus, and inaccessible design hurt both the user experience and the way AI systems interpret your site’s content hierarchy.
(Pro tip: if your site makes people groan, AI probably isn’t going to love it either.)
Case Study: Caribbean IP
One of our clients, Caribbean IP, wanted to establish themselves as the leading intellectual property law firm serving the Caribbean region. By carefully planning their content strategy and reinforcing SEO fundamentals, we achieved exactly that — and today, ChatGPT introduces them as “the leading pan-Caribbean intellectual property firm.”
How we did it:
Built a clear services structure.
Optimized metadata and on-page content with the right keywords and geographic signals.
Added educational blog content that answered common questions about IP law in Caribbean jurisdictions.
Ensured consistent branding and professional signals across the web.
Focused on usability and clarity, ensuring that potential clients (and AI crawlers) could easily find and understand the services offered.
The result? Not only improved Google rankings, but recognition by AI platforms as the authoritative regional firm. And because SEO is NEVER one-and-done, we continue to refine and expand on our content strategy to maintain authority — especially as we anticipate competitors will try to replicate this success.
What Firms Should Do Now
If you’re a professional firm wondering how to stay visible in an AI-driven world, here’s what I’d suggest:
Quick usability checklist to strengthen both your human and AI visibility:
Fast load times: Optimize images, reduce scripts, and ensure hosting can handle traffic.
Mobile-first design: Most users (and AI crawlers) prioritize mobile-friendly layouts.
Scannable content: Use headings, bullet points, and short paragraphs to make information easy to digest.
Clear navigation: Intuitive menus and internal links help users and AI find what they need.
Accessible design: Alt text, proper color contrast, and keyboard navigation support a wider audience and clearer AI parsing.
And don’t forget the bigger picture:
Double down on fundamentals. SEO best practices remain your foundation.
Think beyond rankings. Write content that AI can easily pull into a summarized answer.
Be comprehensive and clear. Long-form, well-structured content beats vague summaries every time.
Invest in your reputation. Appear in directories, publish thought leadership, and make sure your brand is consistent everywhere.
Design for humans first. Sites that are intuitive, fast, and easy to navigate not only convert better but also make it easier for AI to correctly interpret your content.
(Remember: if it works better for humans, it usually works better for AI too.)
Frequently Asked Questions
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Some do and some don’t. Google’s AI Overviews rely directly on Google’s index, while others (like Perplexity) use a mix of crawling, APIs, and licensed data. The takeaway: if your site is well-optimized for traditional SEO, it’s far more likely to show up in AI results.
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Not right now. Unlike Google Ads, AI-driven platforms don’t yet offer sponsored results. Visibility depends on strong fundamentals: clear, authoritative, trustworthy content.
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They can be, but not nearly to the degree Google Maps or local search is. Some platforms factor in location if you’ve granted permission, but many answers are still fairly general unless the user specifies a city or region.
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Publishing thin or overly jargon-heavy content. If your content doesn’t directly answer common client questions in plain language, AI won’t select it — and potential clients won’t either.
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Add or update an FAQ section on each service page. Not only does this help with Google SEO, but it also mirrors the way people phrase questions into AI tools — making your site more likely to be included in generated answers.
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Unlikely. SEO is evolving, not disappearing. Think of AI visibility as layered on top of traditional search. Firms that adapt early will have a big competitive advantage.
Final Thoughts
AI isn’t replacing SEO — it’s reshaping it. So what does that mean for you? Firms that stick to the fundamentals while adapting to new dynamics will benefit the most. By building authoritative, client-focused content, maintaining a consistent digital footprint, and prioritizing usability, you’ll be well-positioned for both traditional search and AI-driven discovery.
Interested in making your firm more visible to both Google and AI platforms? Reach out! I’d be happy to talk about how a smart, user-centered content strategy can put you on the map. (Spoiler: it’s not magic, it’s method.) And if you found this helpful, feel free to share it with a colleague who’s asking the same questions. They’ll thank you!
