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How Lawyers Can Be Recommended on Google Search & AI and Other Generative AI Models

The way potential clients find lawyers is changing rapidly. Traditional SEO (Search Engine Optimization) is being supplemented by GEO (Generative Engine Optimization), with suggestions and citations in Google Search AI Overviews and other AI LLMs, such as OpenAI’s GPT and Anthropic’s Claude, becoming the most important lead source of new clients for lawyers and law firms.

This webinar will focus on how AI is impacting Google Search and other AI LLMs, and what lawyers need to do to enhance their reputation and be recommended to Search and AI LLM users seeking legal services. This will include what content lawyers should write and where they should distribute it.

We will also cover subjects such as the relationship between search results and AI LLM suggestions; the rise of open AI models, including those from China; the intertwined financial interactions affecting AI and cloud services companies; and the use of AI to produce legal content, especially given Google’s current Search Quality Rater Guidelines.

We will conclude with a step-by-step To-Do list for lawyers to use to increase their visibility in both Google Search AI Overviews and other AI LLMs.

Topics covered include:

Legal Marketing

Agenda:

Search & AI
- Google & AI
- Search & AI Competitors
- Your and Your Law Firm’s Reputation
- Practice & Locality Searches and Referrals
- Information Discovery & Referrals

Data – Law Firm and Lawyer Content
- Lawyer & Law Firm Core Data
- Awards & Ratings
- Expertise Information
- Biographies
- FAQs

Data Distribution of Law Firm and Lawyer Content
- Law Firm Websites
- Lawyer & Law Firm Directories
- Business Directories
- Social Media & Other Websites
- Google Business Profiles

AI Use in Writing Legal Content

To Do List for Search & AI in 2026 and Beyond

Suggested Search & AI Resources and Websites

Duration of this webinar: 90 minutes

Originally broadcast: August 20, 2026 10:00 AM PT

Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

00:00 Google Search and AI Integration

Tim Stanley, the speaker, emphasizes Google's dominance in search and AI, noting recent developments in AI integration. He discusses the importance of law firm reputation and how it can be managed through practice area and locality searches. Information discovery is highlighted as a way to generate traffic by answering common questions online. Google's AI integration is transforming the search experience, making it more interactive and user-friendly. AI mode on Google offers a chat-like experience, providing detailed information and interaction.

12:05 Law Firm Reputation and AI Visibility

Tim discusses the importance of being featured in Google's AI overview for lawyers and law firms. He explains that being in the AI overview is more valuable than organic search rankings for visibility and reputation. Tim highlights the need for law firms to manage their online presence across various directories and platforms. Google's monetization strategy through AI and search integration is discussed, emphasizing its effectiveness.

21:29 AI Competitors and Market Trends

Tim outlines the competitive landscape of search and AI, with Google leading the market. He mentions competitors like Bing, Yahoo, and DuckDuckGo, but emphasizes Google's dominance. AI competitors include ChatGPT, Claude, and Microsoft, with ChatGPT being popular among younger users. Tim notes the importance of LinkedIn data for professional visibility, especially for business users. He discusses international AI models like Mistral and DeepSeek, highlighting their potential in non-U.S. markets.

33:05 Data Management and AI Content

Tim highlights the need for law firms to ensure their information is accessible to major AI platforms. Concerns about data manipulation and the integrity of AI-generated content are addressed. Tim provides examples of how data can be manipulated in legal contexts to influence outcomes. The cost of AI models is decreasing, driven by competition and advancements in technology.

48:11 Recommendations for Lawyers

Tim emphasizes the importance of maintaining accurate and comprehensive profiles across various directories. He highlights the need for high-quality headshots and consistent branding across all platforms. He discusses the significance of awards and ratings in enhancing a lawyer's visibility and reputation. Tim advises on using AI to create content but stresses the importance of personalizing it with unique insights. He discusses the role of social media profiles in enhancing a lawyer's visibility and credibility.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speaker

Tim Stanley CEO
Justia

Tim Stanley is the CEO and founder of Justia, one of the most visited legal portals in the world. Justia’s mission is to make law and legal resources free for all. Before founding Justia, Tim founded and was CEO of FindLaw. He is the general counsel and on the Board of Trustees of Public.Resource.Org, and was previously on the Board of Nolo and American LegalNet. Tim has a BS and MS from Stanford University and a JD from the University of Michigan Law School.

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