[author: Julie Lorson]

Traditionally, law firms have focused their SEO strategies on optimizing search engine results pages (SERP). However, with the rise of artificial intelligence (AI), more potential clients are turning to AI chatbots like ChatGPT for answers and recommendations. This shift means it’s time to expand your SEO strategy to include optimizing for chat experience results pages (CHERP).

What is CHERP?

CHERP, or Chat Experience Results Page, refers to the responses generated by AI chatbots in response to user queries. Unlike traditional search engines that list multiple webpage results, CHERP provides a concise, conversational response directly from AI, often referencing specific brands, experts, or services. This new form of SEO focuses on optimizing content so that it’s picked up by AI tools during user interactions.

Why CHERP Matters for Law Firms

We’ve noticed a growing trend: potential clients are using AI chatbots to ask for recommendations on legal services. Ignoring this shift means missing out on valuable opportunities to connect with your audience.

For example, imagine a potential client asking an AI chatbot to recommend the best law firm for handling personal injury cases in their area. The chatbot could respond with a direct mention of a law firm that has optimized its content to be relevant to such inquiries, effectively positioning that firm as a top choice for the user. This type of interaction underscores the growing importance of CHERP in legal marketing strategies.

How to Optimize for AI Chat Experiences

So, how do you get AI chatbots to recommend your law firm over competitors? The answer lies in Generative Engine Optimization (GEO). Based on our research, here are the six key GEO factors you need to focus on:

1. Brand Mentions: Increase visibility by ensuring your firm is mentioned in relevant legal content across the web. The more your brand name appears in high-quality, niche-specific content, the more likely AI chatbots will recognize and recommend your firm.
2. Reviews: Encourage clients to leave positive reviews. Reviews are powerful signals to AI chatbots when making recommendations. A steady stream of authentic, positive feedback boosts your firm’s credibility.
3. Relevancy: Provide content that answers common legal questions and addresses client concerns directly. Content relevancy is a crucial factor that AI models use to gauge which information to serve users.
4. Age: A well-established brand with a solid track record tends to gain more trust, both from clients and AI algorithms. Building a long-term online presence pays off as older, more established sites often carry more authority.
5. Recommendations: Foster a network of referrals from satisfied clients and professional colleagues. Third-party recommendations not only strengthen your brand’s authority but also serve as valuable endorsements recognized by AI chatbots.
6. Authority: Build authority by creating high-quality content and obtaining backlinks from reputable legal websites. Authoritative content is essential for establishing your firm as a trusted source in your practice areas.

Takeaway:

In today’s digital landscape, optimizing solely for SERP is no longer enough. By embracing CHERP and focusing on Generative Engine Optimization, you can position your law firm as a trusted recommendation in AI chat experiences. Test it yourself: Ask ChatGPT for a legal service recommendation in your area of practice. If your firm isn’t being mentioned, it’s time to revamp your SEO strategy.