“Traditional SEO was built around a relatively contained set of signals. Keywords, backlinks, technical structure. Firms learned the game, hired the right people, and competed within it.
ChatGPT, for example, operates on a different model entirely.
When GPT surfaces an attorney or firm, it’s drawing on how present that entity is across the broader internet — articles written about them, press coverage, brand mentions, community references. It’s measuring something closer to relevance than rank.
That’s a meaningful distinction. A firm can have a well-optimized website and still be invisible to AI-driven search if their presence outside that website is thin.
The firms that show up in GPT results aren’t necessarily the ones with the best SEO. They’re the ones the internet already knows.”
– Hugo E. Gomez, Founder (Abogados NOW)
If you want the AI SEO strategy that works today:
https://www.abogadosnow.com/ranking-on-ai-seo-2026