“Most law firms at the $20 million revenue mark are running some version of SEO. It’s a known channel, measurable, and it’s been part of the playbook long enough that most operators have at least a working relationship with it.
What almost none of them are running is AI-SEO.
The shift is structural and it’s already happening. Ninety-six percent of legal clients start their research with a search engine — and AI overviews now appear above organic results and, in many cases, above paid ads for most legal queries. The first thing a prospective client sees on Google isn’t a website. It’s an AI-generated answer. If a firm isn’t cited in that answer, it’s invisible at the most important moment in the search.
This has a specific name — AEO (Answer Engine Optimization), GEO (Generative Engine Optimization) — but the mechanics are the same: getting cited in ChatGPT, Perplexity, Google AI Overviews, Gemini, before competitors figure out these platforms exist as a distribution channel.
Almost no firms at this revenue level are optimizing for AI answers yet. That’s the window. The firms that get into the AI results in 2026 are the ones that dominate in 2028 and after. Land grabs don’t stay open.”
– Hugo E. Gomez, Founder (Abogados NOW)
Watch this video to find out how the Big Firms Grow:
How to Take a $2M Law Firm to $20M — The 5-Phase Marketing Playbook