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The Secret to Being Found AND Cited in the Age of AI Search: What Every Law Firm Needs to Know

By Mary Obregon
September 30, 2025

If your law firm still views “search visibility” as landing a top spot in Google’s traditional results, you may be missing a seismic shift in how clients, referral sources, legal journalists, and even opposing counsel find trusted expertise. The game is changing fast. One force accelerating that change more than any other: the rise of AI-powered search, including generative tools like ChatGPT and Google’s Search Generative Experience (SGE).

For law firm marketers and business development professionals, being “found” is no longer the end goal. The new prize is authority: being cited, quoted, and trusted as the source behind answers served up by both people and machines.

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