SEO vs AI Optimization for Law Firms: Which Should You Choose?

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.

Referrals still drive the majority of legal work. But today, those referrals are almost always validated online through Google and AI platforms like ChatGPT, Gemini, and Perplexity. That shift is changing what “visibility” really means for law firms, and it’s reshaping how marketing investments should be made.

Watch our webinar linked below where we’ll break down how search, AI, and referrals now intersect and how law firms can invest strategically instead of reactively.

In it you'll learn: 

• How legal buyers research and validate law firms today

• What SEO still does well—and where it falls short

• What AI Optimization actually is (and what it isn’t)

• How to determine where your firm should invest firstWhat an integrated SEO + AI Optimization strategy looks like in practice