Industry guide
GEO for law firms
Legal questions are high-stakes. See how Google frames them, and how to make your legal pages easy to trust.
By Dries de Gelder, GEO-Score · Facts checked on October 20, 2026
People ask AI legal questions
People ask AI whether they can end a lease, what to do after an accident or how a divorce works. They want a quick answer, but a lot is at stake.
Your firm’s pages can be the source behind that answer. That only works when the page is clear about who wrote it and which law it covers.
Is legal a YMYL topic?
Not by name. Google’s rater guidelines (version of 11 September 2025) list four YMYL types: Health or Safety, Financial Security, Government, Civics & Society, and Other.
Legal topics fit inside these types. A contract dispute can affect someone’s money, and Google’s own examples include who can vote and what you need to get a driver’s licence.
So give legal pages the same care as health and money pages, even though “legal” is not a category of its own.
Google’s rater guidelines (version of 11 September 2025)Three questions every legal page must answer
1.Who wrote this?
Name the lawyer, the firm and their bar admission or registration. Link to a profile page that shows their experience.
2.Which law, in which country?
Law differs per country, and sometimes per region. Say which jurisdiction the page covers in the first lines.
3.Is it still current?
Laws and court rulings change. Show a “last reviewed” date and update the page when the rules change.
Two more things that help
- Explain the rules in general, and say how readers can get advice on their own case. That keeps the page useful without promising personal advice.
- Keep your office details current in your Google Business Profile. Google says Business Profile can help you show up in AI responses.
What GEO-Score checks on a legal page
We do not check whether legal content is correct. We check the signals around it.
- Page analysis
Scores one page on 22 metrics, including author and credential signals (E-E-A-T), sources and citations, update dates and AI crawler access.
- AI prompt generator
Ready-made prompts to paste into ChatGPT, Perplexity or Gemini, to see whether they mention you.
What this guide cannot promise
AI tools may sum up your page in a few lines. Put the key conditions in the main text, not in footnotes, so a summary does not lose them.
Our credential check mainly recognises titles in English and Dutch. A German or French page may score lower on that part than it deserves.
This guide is not advice on advertising rules for lawyers. Those differ per country and per bar association.
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