Last month, one of my blogs provided guidance on SEO to help law firms rise to the top of Google, see link.
As I mentioned then, strong SEO not only improves your online visibility, it also strengthens your authority in the fast-growing world of AI-powered search. This is where AEO (Answer Engine Optimisation) comes in.
To dig deeper, here’s a guest blog from marketing expert Helen Cox, who explains how law firms can harness AEO to win new clients.
SEO is so 2015. Meet its smarter cousin: AEO
Google, ChatGPT, and voice assistants are no longer just signposting people to your website – they’re serving up answers directly.
That’s where Answer Engine Optimisation (AEO) matters.
It’s no longer about ranking. It’s about being the answer.
Here’s what that looks like for your firm:
- “What counts as unfair dismissal?”
- “What should go in a consultancy agreement?”
- “Do I need a divorce solicitor?”
If your content doesn’t answer these types of questions clearly and confidently, your competitors’ content will. So how can you make your law firm content AEO-ready? My top tips are as follows:
- Answer one question per post. Keep it focused on a real client query.
- Make the question your heading. Don’t bury it halfway down the page.
- Keep it simple and structured. Use short paragraphs and bullet points.
- Be helpful, not complicated. Clarity beats clever wording every time.
AEO gives you the chance to turn your legal expertise into content that truly converts.
So if your blog is still called “Latest Insights” and every post begins with “In today’s ever-changing landscape…” – it’s time for a rethink.
Your next client is already searching.
The question is: will they find your answer, or your competitor’s?
About the author
Helen Cox is a legal marketing consultant with over 16 years’ experience helping B2B and professional services firms grow.
Connect with Helen at helencoxmarketing.co.uk or on LinkedIn.
Recent Posts
How do editors react to articles that may have been written by AI?
SEO for law firms: Three simple ways to help you rise to the top of Google
National media coverage for lawyers: is it worth the effort?
Five easy tips to keep your PR and content ticking over during the summer slowdown