Sep 16, 2026 · 13 min · 8 segments
I spent a chunk of the last few weeks reading law firm websites properly, across family, personal injury, wills and estates, commercial and criminal. Not skimming them, reading them the way a person…
Nathan GillisHost
And now before I get to the things I found, I just want to deal with why it matters because there's a pitch going around.
And look, it's working at the moment because people are interested in it, people are scared of it, whatever.
So, some new technical service that'll make you visible in AI Answers and there's a monthly fee attached to it.
So, when I started looking at it, I just wanted to see how much I was into it because obviously I've got my content strategy and I know what works.
See if there's some sort of structured data trick or a file to upload or something that you could do to game the system better.
Google says explicitly that there are no additional requirements to appear in AI overviews, and there's no special optimizations necessary.
So whatever's going wrong for firms that aren't visible, it's not a technical issue, which brings me back to the reading I did.
And now before I get to the things I found, I just want to deal with why it matters because there's a pitch going around.
And look, it's working at the moment because people are interested in it, people are scared of it, whatever.
So, some new technical service that'll make you visible in AI Answers and there's a monthly fee attached to it.
So, when I started looking at it, I just wanted to see how much I was into it because obviously I've got my content strategy and I know what works.
See if there's some sort of structured data trick or a file to upload or something that you could do to game the system better.
Google says explicitly that there are no additional requirements to appear in AI overviews, and there's no special optimizations necessary.
So whatever's going wrong for firms that aren't visible, it's not a technical issue, which brings me back to the reading I did.
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