More people now ask ChatGPT, Perplexity or Google’s AI Overviews instead of scrolling through links. GEO makes sure your firm is part of those answers: named, described accurately, and cited as a source.
We ask the AI tools the questions your clients ask and record where you appear, where you don’t, and who is named instead.
Consistent facts about your firm across your site, profiles and directories, with structured data AI can read.
Clear, well-sourced pages that answer real questions directly, the kind AI tools quote and cite.
Regular re-testing across AI tools, reported next to your SEO and PPC results.
No agency has twenty years of experience in generative engine optimization, because the field is only a few years old. Anyone who claims otherwise is overselling. What we do have is twenty years of the work GEO depends on: building websites machines can read, writing content that answers questions clearly, keeping a business’s information consistent everywhere it appears, and earning the reviews and citations that signal trust.
We have spent the last few years applying that experience to how ChatGPT, Perplexity, Gemini and Google’s AI Overviews decide which businesses to mention, testing what changes those answers and what doesn’t. We write about what we learn on The Future.
AI assistants build their answers from what they learned in training and, increasingly, from live web searches. They favour sources that are clear, well structured and backed up by other sources. If your firm’s details differ from one directory to the next, your services are described vaguely, or nobody else on the web mentions you, an AI tool is likely to leave you out or get you wrong. GEO fixes those inputs.
Every engagement starts with a baseline. We put a set of real client questions, like “who is a good family lawyer in Oakville?” or “what does a criminal lawyer cost in Toronto?”, to the major AI tools and record whether you are mentioned, whether the description is accurate, which sources are cited and which competitors are named instead. That tells us exactly where to start.
AI tools need to be certain who you are. We make your firm’s name, address, phone number, practice areas and people consistent across your website, Google Business Profile, legal and business directories and social profiles. We add structured data (schema markup) for your organization, services, locations and lawyers, and connect lawyer bios to authoritative listings so tools can verify them.
AI answers lift passages that make sense on their own: a clear definition, a step-by-step process, a realistic cost range, a timeline. We restructure key pages so the direct answer comes first and the detail follows, add specific facts and dates, and attribute content to named experts. Pages written this way read better for people too.
What other sites say about you matters as much as what you say about yourself. Reviews, directory profiles, association memberships, press coverage and articles your team contributes elsewhere all help AI tools decide that you are a credible answer. We build those signals deliberately, using the same authority work that drives our SEO.
AI answers change from day to day and even from one run to the next, so a single screenshot proves very little. We track your share of mentions across a fixed set of questions over time, monitor visits from tools like ChatGPT and Perplexity in Google Analytics, and report GEO alongside your SEO and PPC so you see one picture of how clients find you.
More people now ask an AI assistant for a recommendation before they ever see a list of links, and the firms named in those answers start with the client’s trust. We’ve noted your interest and opened a short form at the bottom of this page with GEO already selected.
Go to the form
GEO extends good SEO rather than replacing it. The same authority powers both.
We correct outdated or wrong information AI tools repeat about your firm.
We aim for your pages to be the source the answer links to.
AI answers change often, so we track visibility as a trend, not a snapshot.
People are now asking AI to explain their legal situation before they ever call a lawyer. The firm named in that first explanation starts the relationship with an advantage, and the firm that isn’t named may never hear about the case.
“Can my employer fire me while I’m on medical leave?” “What happens at a first bail hearing?” Questions like these now go to AI tools at all hours. When your firm’s content is the source behind the answer, and your firm is the one recommended for next steps, you are part of the client’s decision before your competitors know there is one.
We regularly see AI tools repeat outdated information about firms: an old address, a lawyer who left years ago, a practice area the firm stopped offering. For a law firm that isn’t just embarrassing, it sends prospective clients elsewhere. We find the sources feeding that information and correct them.
Content written for AI search still has to meet the Law Society of Ontario’s rules on marketing legal services. We keep claims accurate and verifiable and avoid language like “specialist” unless it is earned through certification, so the content that AI tools quote is content you are comfortable standing behind.
GEO isn’t a separate silo. The practice area pages, lawyer bios, local signals and reviews that help you rank on Google are the same materials AI tools rely on. We plan both together, so your budget builds one strong foundation instead of two thin ones.
More people now ask an AI assistant for a recommendation before they ever see a list of links, and the firms named in those answers start with the client’s trust. We’ve noted your interest and opened a short form at the bottom of this page with GEO already selected.
Go to the formFour quick steps. Tell us your firm, your website and the services you most want to be recommended for.
Before we speak, we’ll ask a few AI tools the questions your clients ask and show you what they say about you today.
Prefer to talk now? Call 416-862-1932.