SEO isn’t enough anymore. Clients aren’t just Googling—they’re asking ChatGPT who to hire. If your firm isn’t recognized, cited, or understood by these systems, you’re not even in the running. One thing is clear: law firms that don’t adapt to AI-driven discovery are handing new business to whoever shows up first and loudest in these systems. Visibility isn’t a marketing tactic now—it’s a survival move.

It’s not just about being “found.” It’s about being named. Not in a list of ten on the first page of Google. Not in a Super Lawyers directory. But in a one-on-one exchange, where the system picks one answer—and that answer becomes the default.

The facts are that these systems don’t rank firms the way Google did. They draw from whatever they can find—bios, directories, news blurbs, bar listings, court documents, and whatever old About page someone forgot to update five years ago.

If your firm hasn’t taken a hard look at what those systems see and say, you’re flying blind. And in this new landscape, that’s not a neutral position. That’s how you disappear.