True authority, the kind that earns a lawyer and their commentary citations inside large language models (LLMs) is far deeper than that achieved by a few quick SEO-like steps.
Authority in AI mirrors how people once judged a lawyer’s standing before search engines and SEO existed. It rests on building a verifiable, lasting public record of expertise that both people and machines can trust.
A recent article on Law.com was awfully shallow in suggesteting that lawyers follow three simple steps on your Website to get noticed by LLMs such as ChatGPT.
- Streamline contact information
- Create content and answer questions
- Provide a services price range
While these tips could help prospective clients, they barely scratch the surface of what it takes to establish the authority LLMs and AI will rely on when citing legal sources.
Building real authority requires:
- Deep domain specialization, not marketing driven FAQ’s.
- Sustained, cumulative publishing that forms a searchable, citable archive.
- Peer validation and citations in blogs, scholarly articles, and trusted media.
- A blog publication that serves as a hub for original, authentic, value-added insight, not just FAQs or reactive summaries.
- Cross-platform amplification. CLE presentations, bar talks, journal articles, and more.
Through wide reading on AI and conversations with experts, I keep seeing the same pattern: for lawyers, success in the age of AI is all about authority. Those who establish themselves as trusted voices in a niche will thrive.
If authority could be created in three quick steps, everyone would skip the hard work of building a reputation and relationships. But AI is smart enough to look beyond shortcuts when guiding people find credible legal information and a lawyer they can trust.