Solo Small Firm • June 2026

Boosting Your Online Presence

Seven SEO and AI optimization tips for law firms.

Written by Ashley Smith, Bria Burk, and Zack Mckamie

Andrew Tisdale

When someone needs legal help, the first place they often turn to Is online search—and that no longer means just Google. More people are now using AI-powered search tools like ChatGPT, Perplexity, and Google’s AI Overviews to find quick, reliable answers to their legal questions.

For law firms, this shift highlights a new reality: It is no longer enough to simply appear in search results—your firm needs to be recognized by both traditional and AI-driven search engines as a trusted authority. Search engine optimization can feel overwhelming, especially with constant algorithm updates, new tools, and shifting strategies. The good news? The fundamentals of good SEO haven’t changed much—and the latest breakthroughs, including AI search, are currently built on these foundations.

1. Embrace AI Search and AI Optimization
AI-driven search tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how people find information. Instead of just showing links, these tools summarize answers to user questions. For law firms, this means your content must clearly and directly address the types of legal questions that people are asking in plain, authoritative language.

For example, rather than focusing solely on the phrase “Houston personal injury lawyer,” create content that answers “What should I do after a car accident in Texas?” or “How long do I have to file a lawsuit following an accident?”

By adding schema and structuring your pages and FAQs around specific legal scenarios, you increase your chances of being featured in AI-driven search responses—positioning your firm as a trusted authority.

2. Use AI Tools, But Don’t Rely on Them Alone
AI can streamline the content creation process, but it can’t replace human expertise—especially in law. Tools like ChatGPT, Claude, Gemini, and Harvey can help with brainstorming, outlining, or rephrasing ideas, but your firm’s voice, experience, and credibility must always guide the final message.

When writing about legal topics, accuracy and nuance are nonnegotiable. Use AI to support your efforts, but always review every piece of content for compliance, tone, and professionalism. AI can help you sound like an expert, but only you can be one.

3. Use Content (and Backlinks) to Show You’re the Expert
Strong, trustworthy content is the foundation of effective SEO. Google values websites that demonstrate experience, expertise, authoritativeness, and trustworthiness (EEAT). For law firms, that means:

  • Publishing articles under your attorneys’ names;

  • Highlighting credentials, case results, and media appearances; and

  • Creating original insights about recent legal trends or rulings.

Expertise isn’t just shown on your website—it’s reinforced through backlinks. High-quality backlinks from reputable legal directories, bar associations, third-party publishers, and media outlets show Google that your firm is credible and respected. These links also drive referral traffic—for example, when other attorneys or journalists cite your commentary on complex litigation or insurance disputes.
Backlinks take time to build, but they remain one of the most effective ways to establish authority and long-term visibility online.

4. Update Your Website for Mobile and Speed
Your website should be on-brand, well-organized, and easy to use—but it also needs to perform. Google evaluates factors like load time, mobile responsiveness, and layout stability (Core Web Vitals). For law firms, a slow or clunky site could cost you potential clients who need quick answers or immediate contact options.

Test your site speed, optimize image sizes, and ensure that your contact forms work seamlessly on desktop and mobile devices. A fast, stable site communicates professionalism and can directly impact your visibility in online results.

5. Make Local SEO a Priority
Legal searches are highly local. People often search for “lawyers near me” or include city-specific keywords. To capture those searches:

  • Keep your Google Business Profile accurate and up to date;

  • Encourage your happy clients to leave verified reviews;

  • Ensure your name, address, and phone number are consistent across all listings; and

  • Reference local landmarks (courthouses, neighborhoods, etc.) within your content.

Local SEO ensures your firm appears when someone nearby needs representation—whether they’re searching from their phone after an accident or researching from home.

6. Think Beyond Text: Video, Infographics, and More
Short videos explaining legal processes (“How depositions work,” “What happens after filing a claim”) or infographics summarizing timelines can make complex information easier for potential clients to understand.

Pairing visuals with proper schema markup (like VideoObject or ImageObject) and with transcripts can also help your content appear directly in Google’s search results, increasing engagement. For example, a one-minute attorney video embedded on your practice page can improve time on page, visibility, and client trust.

7. Stick With the Fundamentals
Technology evolves, but strong SEO principles remain steady.

  • Write clear, helpful content for your audience;

  • Make your website easy to navigate and mobile-friendly;

  • Link related practice areas to improve relevance;

  • Keep your contact information consistent everywhere; and

  • Regularly review your site’s content for accuracy and freshness.

SEO today isn’t about gaming the system—it’s about clarity, authority, and providing genuinely helpful information to people. For law firms, that means focusing on education, accessibility, and authenticity across every page. By combining modern SEO techniques with proven experience, firms can strengthen both their online presence and their reputation.

This article, which was originally published on Androvett’s Insights blog, has been edited and reprinted with permission.

ASHLEY SMITHASHLEY SMITH is a digital project manager at Androvett Legal Media & Marketing with over six years of experience helping clients across industries strengthen their SEO and digital presence. She takes a relationship-driven approach to each client, building trust through customized strategies. Smith’s work focuses on delivering thoughtful, data-informed solutions that support long-term growth.

bria burkBRIA BURK is the director of digital marketing at Androvett Legal Media & Marketing. For more than 10 years, she has combined creativity and strategy to help law firms build websites, improve their SEO, and generate leads in a variety of practice areas. Burk’s influence and expertise in legal marketing have been recognized by the media.

ZACK MCKAMIEZACK MCKAMIEis the vice president of marketing at Androvett, where he leads integrated marketing strategies for legal industry clients, professional services firms, and related businesses. Since joining the agency in 2010, he has helped a wide range of businesses develop comprehensive and impactful marketing strategies to help them stand out, reach the right audiences, and positively impact the bottom line.