Large Language Models (LLMs) and Generative AI have permanently altered the marketing environment. These platforms are developing at an exponential rate, and businesses like Google, Microsoft, and Apple are making significant investments in the competition to offer the most beneficial AI platforms for those looking for help and information. Your legal practice cannot afford to lag behind. Thankfully, you can get ready for both the present and the future with the aid of Digital Law Marketing.
The vast majority of consumers still use Google searches to identify legal firms, so even though AI search is becoming more significant, you shouldn’t become fixated on it. However, it’s preferable to be prepared for the marketing path ahead because this may not remain the case for very long.
What are Large Language Models?
Large Language Models are advanced AI systems that are trained to understand and generate human language. They rely on large datasets for training, including text from books, websites, articles and other written sources. Essentially LLMs predict the next word in a sequence based on the context. This approach allows them to produce coherent and contextually appropriate language.
However, from a marketing standpoint, people are also using them to get advice on various matters, including the law. While most users still go to the old Google Search platform, many others have started using the AI Overviews provided by Google, which show up above the traditional search results. They have also moved to ChatGPT, Perplexity, Claude and various other LLMs to get answers to their questions and to find out who they should contact for help beyond what AI can provide.
Large Language Models do not use the “ranking” systems you’re likely used to with traditional search engines. Still, as is the case with search engines, there are steps you can take to improve your exposure. This includes many search engine optimization tactics. But optimizing for LLMs requires you to look far beyond the keyword and traffic models long used for SEO.
What is Generative AI
Generative AI refers to any artificial intelligence system designed to create new content. This includes text, images, music, code, video, or other data, rather than just analyzing or classifying existing information. Generative AI models are trained on examples and learn patterns, structures, and styles to produce novel content that mimics human-created data. LLMs are a subset of Generative AI focused on language, whereas platforms like Midjourney are focused on art and images.
How can Digital Law Marketing help your law firm
At Digital Law Marketing, we’ve found several ways to help law firms improve their exposure on various AI platforms. Not all these platforms are the same, and you’ll find very different results from one to the next. However, Digital Law Marketing has a few steps we take that improve exposure across platforms. This includes a few key steps.
- Focus on branding Larger brands tend to be more prevalent in AI results. This is because they are more trusted. In order to compete with larger brands, you need to provide LLMs with exactly what they are looking for and find ways to increase your general brand exposure. These are areas where Digital Law Marketing can help.
- Invest in high-quality content to become an authority in your practice areas Most queries on these AI platforms are question-based, and your content should follow that same structure. You need long-form content and focus on questions and answers that will make you an authority on the subject matter. This means answering questions like, “What to do after a car accident,” or “How much is my car accident case worth?” Answering these questions with too much fluff will hurt your exposure. Alternatively, providing direct answers can increase your exposure. Digital Law Marketing’s content team is trained to provide content that meets these objectives.
- Structured Data Strong technical SEO is actually critical for AI marketing best practices. You should ensure your website has fast load speeds, is easily crawlable, mobile-friendly and secure. Implementing schema markups such as LegalService Attorney FAQPage and LocalBusiness helps search engines as well as AI models better understand your site. This is a frequently missed and misunderstood opportunity. FAQPage markups went by the wayside for many marketing companies when Google stopped providing these Q&A spaces within the search results, but they are still valuable for both SEO and LLMs.