Insights

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.

ChatGPT, Gemini, and Perplexity retrieve information and synthesize it, contextualize it, and form opinions about expertise.

That shift has led many firms to assume that if their content is strong enough, AI will “figure it out.”

That assumption is risky.