A new study by Yext delivers promising news for business owners (including law firms) looking to improve their visibility in AI-powered search.
Yext analyzed 6.89 million citations across 1.6 million responses generated by ChatGPT, Gemini, and Perplexity, finding that most of the sources these large language models (LLMs) rely on are directly controlled by businesses themselves. First-party websites (e.g., your law firm’s website) and directories were the two groups of sources most commonly cited by the three most prominent LLMs.
Your firm has more influence than you might think over how AI systems find and represent your business. By focusing on the right sources, you can shape what these platforms “see” and surface when prospective legal clients look for local services.
TL;DR
- Location greatly influences the types of sources cited by LLMs.
- Businesses have control or influence over sources most cited by LLMs.
- First-party websites and directories were the most frequently cited in the Yext study.
- Law firms should create content strategies prioritizing locally relevant content.
- Law firms should claim and optimize listings in general and legal directories.
- Law firms should encourage clients to leave reviews, and firms should respond to those reviews.
Location Plays a Key Role in Which Sources LLMs Cite
Most AI citation analyses miss a key factor: location. General AI visibility studies often list Wikipedia and Reddit as top sources cited by LLMs.
But Yext found that when location was added as a relevant variable, the types of sources cited by LLMs changed drastically.
By applying its Location-Context Framework, Yext analyzed queries with local intent. The Yext study used four types of searches for businesses or categories of businesses within specific locations.
- Branded, objective: Tell me about [brand] near [location]
- Branded, subjective: I’m looking for [category] near me, should I visit [brand] near [location]?
- Unbranded, objective: I’m looking for [category] near me, what options are available? I am near [location]
- Unbranded, subjective: What are the top 10 [category] near [location]?
The results revealed that citation patterns changed dramatically when you factor in location. Forums like Reddit comprised a small fraction of the sources cited in these searches, flipping the analysis of general AI visibility studies on its head.
Websites & Directories Dominant Sources for Most Queries
Across all four query types, first-party websites and directories emerged as the dominant sources cited by ChatGPT, Gemini, and Perplexity, though each model showed slightly different citation patterns.
Source Type Cited by AI Model | |||
Gemini | OpenAI (ChatGPT) | Perplexity | |
First-party websites | 52.15% | 43.22% | 39.98% |
Directory listings | 37.23% | 48.73% | 42.76% |
Most of the sources cited by Gemini were first-party websites (52.15%) followed by directory listings (37.23%). Both ChatGPT and Perplexity preferred directory listings (48.73% and 42.76%, respectively) followed by first-party websites (43.22% and 39.98%, respectively).
Reviews and social platforms made up more than 10% of sources only for Perplexity (10.87%). Reviews and social platforms comprised fewer than 10% of sources cited by ChatGPT and Gemini.
As you consider your law firm’s visibility in AI searches, consider if you’re doing all you can to improve your visibility in searches specific to the location(s) you serve.
What This Means for Law Firms
Ultimately, Yext’s findings give businesses and law firms reason for optimism. The vast majority of sources LLMs cite (about 86% according to the study) come from websites and listings that organizations can control or influence directly.
In practical terms, that means optimizing your law firm’s website, local landing pages, and directory profiles can shape how AI systems perceive and recommend your business in local search.
Website content for law firms
A strong AI visibility strategy should start with your website. Create and maintain practice-area pages tailored to the specific locations you serve; for example, “Car Accident Lawyer in Fort Lauderdale” or “Estate Planning Attorney in West Palm Beach.”
Your content should include locally relevant information, showcase your attorneys’ credentials, and signal your presence in the community. Location-relevant case results or testimonials can be beneficial too.
The goal is to create content that reveals your local presence and authority so that when people search for law firms serving a particular case type in their area, the LLMs associate your firm with the location-specific query.
Directories for law firms
Next, invest time (and, when appropriate, budget) in directory optimization. You don’t own these listings, but you control the information within them, and that data could influence what AI systems learn about your business or tell users about you when they look for local law firms.
Just as important, if your firm isn’t listed in a directory, and an AI model references that directory when responding to a user’s question, your firm won’t appear in the results at all. In other words, if ChatGPT or Gemini looks to a directory like Avvo, FindLaw, or Yelp to answer “Who are the top personal injury lawyers near me?” and your firm isn’t there, you’re effectively invisible.
Paid or premium directory listings can have even greater impact because they often make your firm more prominent. Make sure your firm’s profiles on Google Business Profile, Justia, Avvo, FindLaw, and other directories are fully filled out, accurate, and regularly maintained.
Reviews for law firms
You have less control over reviews that people leave for your law firm, but you can still take steps to influence your online reputation. Encourage satisfied clients to leave honest reviews. Then respond promptly to feedback, both positive and negative.
Even if reviews aren’t the dominant source type, they still may play a role in shaping LLMs’ responses to some location-based prompts.
Yext’s study found that citations from review platforms appeared most often in subjective queries, where users ask for opinions or recommendations (“What’s the best personal injury firm near me?”). ChatGPT and Perplexity in particular seemed to rely on review platforms for those subjective queries. Google’s Gemini cited review platforms less frequently, but its responses did use Google Business Profile data which it did not include as a citation because it was directly part of the Google system.
In any case, a strong review profile helps AI models recognize your firm as reputable and client-focused.
What Are You Doing About Your Firm’s AI Visibility?
Yext’s research shows that law firms already have influence over the sources AI systems use. By creating locally relevant, helpful website content, optimizing your directory listings, and encouraging client reviews, you build accurate, credible information about your firm that feeds into the systems shaping AI-generated search results.
We Do Web builds content strategies designed to increase your law firm’s authority and visibility in the locations you serve. We also manage directory listings for our clients, ensuring their firms are accurately represented across the legal directories that matter most.
See for yourself with a free site audit.
Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.