How to Rank in the Age of AI Search

In this episode of On Record PR, Gina Rubel is joined by digital strategy expert Leslie Richards to explore the impact of AI on search visibility and what it means for law firm leaders, marketers, and business developers in 2025 and beyond.

As search platforms like Google and ChatGPT increasingly provide answers through zero-click searches, where users no longer visit websites to find what they need, the path to online visibility is shifting beneath our feet. Leslie and Gina unpack what law firms must do to adapt and remain relevant, especially when new business referrals are coming directly from AI-generated summaries.

They discuss how digital credibility now plays a starring role, why backlinks are more valuable than ever, and how law firms can position themselves as trusted sources in a rapidly evolving SEO landscape.

What is a zero-click search, and why does it matter?

Zero-click searches happen when a user asks a question, and search engines (like Google or ChatGPT) provide an AI-generated answer directly on the results page, eliminating the need to click through to a firm’s website. This means organic traffic, once the holy grail of digital strategy, is decreasing, especially for competitive queries.

But as Leslie explains, there’s still opportunity: firms can get listed as sources for AI-generated answers, provided they meet the credibility and authority thresholds set by the platforms.

What can law firms do to be sourced in AI summaries and ranked higher in GenAI search tools?

Leslie outlines three pillars of SEO that continue to matter in the AI era: content, code, and credibility. The standout factor in 2025 is credibility, measured by things like:

• Backlinks from trusted media outlets (Law360, Bloomberg, etc.)
• Domain authority scores (Moz metrics that rate your site’s trustworthiness)
• Topical consistency and demonstrated expertise across your site
• Schema markup and clean website code that makes content easier to index

Leslie notes that being mentioned and linked in high-value media platforms is now one of the most effective ways to be recognized as a credible source for AI-generated summaries.

How do PR and SEO work together to drive GenAI visibility?

The marriage between public relations and search engine optimization has never been stronger. Media placements not only build brand awareness but now also serve as credibility markers in the AI search landscape.

As Leslie explains, law firms need strategic thought leadership and PR to secure meaningful backlinks from authoritative sites. These “votes of confidence” help position firms as go-to sources for AI-powered summaries and search responses.

Is your law firm’s website holding you back?

Yes, your site’s back-end still matters. While PR and content play huge roles, the code and speed of your website are equally important. Google is less likely to trust or surface a site that loads slowly, lacks updated code, or doesn’t support AI readability through tools like schema.org. Some firms still operate 30-year-old sites—and then wonder why they’re invisible online.

Are GenAI platforms like ChatGPT really sending traffic to firm websites?

Yes. Law firms are already seeing traffic from ChatGPT and similar tools, and even converting that traffic into leads. Gina shares a real-life example of a midsize firm landing a new matter after a client found them through ChatGPT.

This signals a major shift in how firms are discovered and reinforces why investment in thought leadership, PR, and website health is critical in this next era of legal marketing.

What counts as meaningful content in the AI era?

Not all content is created for search engines. Some content is for branding, reputation, or direct validation by potential clients. But for AI ranking, content must be timely, original, and relevant. Leslie emphasizes that thought leadership must actually lead, it can’t just echo what others have said. It should express expert opinions, novel insights, and clear points of view that align with a lawyer’s real experience.

Resources:

• Moz Domain Authority Tool: https://moz.com/domain-analysis
• Schema.org: https://schema.org
• Why No One’s Reading Your Thought Leadership (And How to Fix It): https://www.furiarubel.com/news-resources/why-no-ones-reading-your-thought-leadership/
• Gina Rubel, Everyday PR for Lawyers: https://www.furiarubel.com/news-resources/everyday-pr-for-lawyers-new-book/