Prospective-client questions, queries and prompts tested
Questions, search queries and AI prompts selected by priority practice area, decision stage, market, language and named competing firms.
SEO and AI search for law firms
Help prospective clients find your law firm in Google, Maps and AI search
For law firms, legal practices and multi-office teams working across markets and languages.
Google
Google Maps
AI Overviews
ChatGPT
Gemini
RotgarSEO since 2008
2008SEO work started
2011Rotgar founded
Agency-wide verified reviews5.026 reviewsFreeinitial visibility auditAudit contents
See where your law firm appears—and what to improve first
We test prospective-client questions, search queries and AI prompts, capture your starting visibility and trace each result to its sources. Then we show what already works, where other firms appear and what to improve first.
See what the audit includesBaseline results
Starting results captured in Google Search + Maps, Google AI Overviews and ChatGPT + Gemini.
Sources behind the answers
Firm pages, Google Business Profiles and third-party sites shaping each result.
What already works
Queries and prompts where your firm already appears, plus the pages and profiles supporting that visibility.
Competitor gaps
Queries and prompts where another firm appears and yours does not.
Prioritized fixes
Next action, owner and success check—ranked by value and effort.
Methodology
Measure the three doors to a legal enquiry
We record what people see, connect each result to the sources behind it and prioritize improvements. Rankings, mentions and citations are leading signals; the path continues to a firm, practice-area, lawyer or office page.
Google Search + Maps
Demand, rankings, local results, practice-area pages, lawyer pages and office visibility.
Google AI Overviews
Triggers, named firms, citations, competitor presence and what Google says about the firm.
ChatGPT + Gemini Visibility
Mentions, recommendations, sources, repeatability and what assistants say about the firm.
Legal search structure
Connect the problem, practice area, lawyer and office
People may begin with a broad legal question in Google or an AI assistant, then narrow the search by jurisdiction, service, lawyer and location. We measure whether the firm remains visible as that decision becomes more specific.
What changes by firm
Practice areas and matter types
Lawyer, office and jurisdiction information
Prospective-client language and urgency
Firm-approved credentials, outcomes and disclaimers
Agency-wide verified reviews
5.0 overall rating on Clutch
Agency-wide rating across 26 verified Clutch reviews.
Worldwide legal search
Work market by market and language by language
Queries, prompts, competitors and terminology are built for each market and prospective-client language. The firm approves jurisdiction-specific legal wording, credentials and advertising claims.
EuropeEuropean markets analyzed separately by country, language, city, practice area, lawyer and office.
→UKPractice-area, lawyer and local searches analyzed by nation, city, office and prospective-client intent.
→UAEEnglish and Arabic demand analyzed separately by emirate, practice area, lawyer and office.
→USPractice-area and local demand analyzed by state, city, metro area, lawyer and office using public search data.
→CanadaEnglish and French demand analyzed separately by province, city, practice area, lawyer and office.
→Legal practice areas
Different legal problems create different search journeys
Urgency, terminology, location and the proof people need differ by practice area. Each audit starts with the firm’s actual services, markets and prospective-client questions.
Personal injuryMake the firm visible for the incident, injury and location a prospective client actually describes—not only for a broad personal injury term.
→Family lawBuild discreet search paths around the family issue, preferred way to speak and relevant market while keeping legal assessment with the firm.
→Criminal defenseConnect urgent and research-led searches to the relevant charge, investigation stage, jurisdiction and firm-approved contact route.
→ImmigrationOrganize multilingual searches by objective, client type, destination market and approved legal pathway—not by literal translation alone.
→Employment lawSeparate employee, executive and employer searches before mapping workplace issues to the right service, lawyer and enquiry route.
→Business + corporateTranslate company stage, transaction and governance needs into a clear path to the relevant service, sector team and business enquiry route.
→Litigation + dispute resolutionSeparate dispute subject, client type, forum and market so search systems can connect a prospective client to the right capability and team.
→Real estate + propertyConnect the client’s role, property type, transaction or dispute and property market to the right service, lawyer and office.
→Estate planning + probateKeep future planning and post-death administration as separate search journeys, each with approved terminology, market and contact routes.
→Tax lawSeparate advisory, transaction and dispute-led tax searches by client type and jurisdiction, then connect each to approved legal services.
→Free audit
See where prospective clients find other firms first
The simplest free audit starts with one law firm or selected office, one priority market and one prospective-client language.
Best fitLaw firms and multi-office legal practices in:
- Personal injury
- Family law
- Criminal defense
- Immigration
- Employment law
- Business + corporate
- Litigation + dispute resolution
- Real estate + property
- Estate planning + probate
- Tax law
- Your firm’s current visibility and named competitors
- The sources AI answers rely on
- A prioritized list of improvements to implement
Several firms, offices, countries, markets or prospective-client languages can be included without a call. Prefer to discuss the scope? Book a 30-minute call We’ll tailor the audit at no cost.