AI Is Rewriting Search. Here's How Law Firm Marketers Keep Winning
Search behavior is shifting from "type a keyword" to "get an answer." In a recent conversation on the Be That Lawyer podcast, Eric Ritter, CEO of Digital Neighbor, laid out a practical playbook for law firm marketers. The thesis is simple: optimize for answers, build systems, and spend smarter.
From SEO to AEO: Optimize for Answers, Not Just Keywords
Google's AI summaries and answer boxes mean your pages are being read by machines before they're seen by people. SEO gets you indexed; Answer Engine Optimization (AEO) gets you quoted. That's how your brand shows up inside AI-generated responses.
At the core of AEO: create specific, scannable answers to the questions clients ask before they call a lawyer. Then label them in a way AI can parse.
- Build FAQ-style pages and blocks that target intent ("How long does a DUI stay on my record?").
- Use structured data such as FAQPage schema so AI can extract answers cleanly. See schema.org FAQPage.
- Group pages into topic clusters around core services to signal depth and authority.
- Tighten page speed, mobile UX, and internal links so users get to the answer fast.
"SEO gets you seen, but that answer engine optimization gets you quoted," Eric says. That's the bar now.
Local Service Ads Beat Expensive Clicks
For legal, Local Service Ads (LSAs) are often a better bet than broad PPC. You pay for qualified leads-calls and messages with intent-instead of raw clicks. That shift alone cuts waste.
- Activate and verify LSAs for your practice area. Start here: Google Local Services Ads.
- Pair LSAs with high-converting service pages. Clear offers, social proof, and frictionless contact.
- Route calls to trained intake, not a general line. Response time and script quality decide ROI.
- Track booked consults and signed matters, not just leads. Reallocate budget by true cost per case.
Stop publishing "just in case" blog posts. Refine the pages that actually make you money.
Make Reviews Part of Your Closing Process
The best moment to ask for a review is right after a win. That's when recall is fresh and enthusiasm is high. Systematize it so it happens every time.
- Trigger an automated review request the day a case closes or a milestone is reached.
- Give clients a simple choice: Google for consumer-facing, LinkedIn for B2B.
- Use short prompts: what was the problem, what changed, what stood out working with us?
- Track response rates by attorney and practice group. Coach the outliers.
Reviews lift conversions across ads, LSAs, organic, and referrals. They also reinforce your AEO footprint with fresh, intent-rich language.
Build a Simple System That Compounds
You don't need a bigger content calendar. You need a tighter system that aligns with how people search and decide.
- Topic strategy: pick 3-5 money topics and own every question around them.
- Answer formatting: short, direct, and structured with schema where it fits.
- Acquisition mix: LSAs first, then remarketing to past visitors and engaged users.
- Review engine: ask on close, automate reminders, showcase on key pages.
- Measurement: weekly scorecard on qualified leads, intake speed, and signed cases.
Do this and your brand shows up where it matters-inside answers, in ads that pay for themselves, and in the words of happy clients.
Quick Start Checklist for Law Firm Marketers
- Identify top 20 client questions per practice area; turn them into FAQs and briefs.
- Add FAQPage schema to relevant pages and tighten internal links to service pages.
- Launch LSAs and route to a trained intake team with scripts and SLAs.
- Bake review requests into your closing workflow with automation and tracking.
- Retarget site visitors with testimonials, case outcomes, and clear next steps.
If you're leveling up your AI skills for marketing execution and measurement, this practical certification can help: AI Certification for Marketing Specialists.
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