AI visibility for legal firms — what's working in 2025

Legal is one of the most competitive sectors for AI citations because there's so much existing content from large law firms. Here's what's working for smaller practices: **What AI systems cite for legal queries:** 1. Jurisdiction-specific content ("employment law in [state/country]") 2. Practice area explanations ("what is a non-compete agreement") 3. Process explanations ("how to file a small claims case") 4. Firm credentials and specialisations **What's working:** - AI Verified Gold tier with company registration verified — legal clients specifically look for this - Attorney/solicitor profile pages with Person schema - Practice area pages with LegalService schema - FAQ content answering the questions clients actually ask (not keyword-stuffed) - Wikidata entity for the firm (for established practices) **What's not working:** - Generic "we are a full-service law firm" content - Blog posts that are just legal news summaries - Content that doesn't answer specific questions **The key insight for legal:** AI systems are conservative about citing legal advice. They're more likely to cite a firm's credentials and contact information than specific legal guidance. Focus your AI visibility strategy on entity establishment, not content marketing.