Insights

AI-driven search has transformed how law firms are ranked online, shifting focus from traditional SEO tactics to holistic digital authority. This article breaks down the four core factors AI uses to evaluate firms—digital presence, meaningful content, DSCC (Depth, Solutions, Consistency, and Context), and third-party validation—and explains how delivering genuine value now drives visibility and trust in the AI era.

Law firm marketers are asking the same question right now: Should we be investing in SEO or AI Optimization?

The challenge is that many firms are being forced to choose without a clear framework for how these strategies actually work together.