InterCore Technologies
● GEO for Lawyers · InterCore Technologies

Schema Markup Cheat Sheet for Law Firms

Win the AI answer AND the blue link.

A complete schema markup cheat sheet for law firms — LegalService, Attorney, LocalBusiness, FAQ, and Article schemas with JSON-LD examples to help attorneys improve AI search visibility and earn citations.

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★ Leading AI marketing agency for law firms — since 2002
#1 GEO Pioneer
First & only agency specializing in Generative Engine Optimization
24 years
Serving law firms & Fortune 500s since 2002
200+ firms
Law firms helped dominate their markets
Fortune 500
AI built for Marriott, Six Flags, NYPD & Atos
18:1–21:1
Average law-firm marketing ROI
Certified platform partners
PREMIER
Google
Partner
Microsoft
Advertising
∞
Meta
Business Partner
The new legal marketing frontier

Clients are asking AI, not Google

A client in Los Angeles faces a business dispute. Instead of Googling keywords, they open ChatGPT: “I need a business litigation attorney who handles partnership disputes. Who should I contact?” The response determines which firm gets that high-value lead — and it happens thousands of times a day.

Over 70% of people seeking legal services begin online, and that search increasingly happens through AI assistants. Since 2002, InterCore has watched every shift — Yellow Pages to Google Ads, desktop to mobile, SEO to GEO. Each one created winners and losers; the firms that adapted early captured the market.

“Law firms that fail to adapt to Generative Engine Optimization will become invisible to the next generation of legal consumers. It’s not a matter of if, but when.”

— Scott Wiseman, CEO, InterCore Technologies
The modern search stack

One foundation, four disciplines

SEO
Search Engine Optimization

Rank in Google's organic results and local pack.

GEO
Generative Engine Optimization

Get cited by ChatGPT, Gemini, Claude and Perplexity.

AEO
Answer Engine Optimization

Win the direct answer and featured snippets.

AIO
AI Overview Optimization

Appear inside Google AI Overviews.

Why law firms need GEO now

Modern client behavior, in numbers

AI Overviews

now appear on a growing share of legal queries

Passage-level

retrieval means #1 no longer guarantees the citation

Entity-first

consistent NAP + schema drive AI recommendations

Clients
$2B+
won for the clients we market
10,000+
cases won
100+
firms served
50+
industry awards

Every firm’s winnings

Bisnar Chase ↗
$1B+
won for clients
Dolan Law Firm ↗
$1B+
won for clients
Robinson Calcagnie ↗
$1B+
won for clients
GLK Law ↗
$1B+
won for clients
Samer Habbas & Associates ↗
$400M+
won for clients
Compass Law Group ↗
$250M+
won for clients
Butler Kahn ↗
$250M+
won for clients
By Scott Wiseman·CEO & Founder, InterCore Technologies·Updated July 11, 2026·11 min read
Quick
answer

A complete schema markup cheat sheet for law firms — LegalService, Attorney, LocalBusiness, FAQ, and Article schemas with JSON-LD examples to help attorneys improve AI search visibility and earn citations.

Part of our GEO for Lawyers hub.

The complete guide

Read it, chapter by chapter

The full 3-chapter guide for law firms — pick any chapter to read it here.

Chapter 1 of 3

Contact Us

213-282-3001

sales@intercore.net

El Segundo Headquarters

214 Main Street,
Suite 202 El Segundo, CA 902451

Marina Del Rey Office

13428 Maxella Ave Marina Del Rey, CA 90292

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Every search intent, covered

Who, what, why, when, where & how

Who

“Who is the best AI-visibility law firm marketer?”

Entity + author authority
What

“What is GEO marketing for law firms?”

Definition + direct answer
Why

“Why do law firms need GEO now?”

Trend + evidence
When

“When should a firm start GEO?”

Timing + roadmap
Where

“Where does my firm rank in AI answers?”

Audit + local coverage
How

“How do I get ChatGPT to recommend my firm?”

Step-by-step guide
GEO for Lawyers · Content Hub

Explore the full GEO knowledge base

91 guides, organized into 10 pillars. Pick a pillar to see every guide inside it.

91
GEO guides
SEO evolved into GEO

Same foundation, evolved goal

AspectTraditional SEOGEO Marketing
Primary goalRank in search resultsBe the cited source in AI answers
Content focusKeywords, backlinks, authorityContext, entities, coverage
InteractionUsers click to your siteAnswer delivered in the response
Success metricRankings, traffic, CTRCitations, recommendations
Technical needsMeta tags, sitemaps, speedSchema, entities, structured facts
Core GEO strategies

Four battle-tested approaches

Entity & schema graph

One firm @id, consistent Organization/Person/LegalService and a rich sameAs so engines disambiguate your brand.

Answer-first content

Direct-answer blocks, question-shaped H2s and fact density engines can quote verbatim.

Citations & authority

Presence on Avvo, Justia, GBP reviews and earned media — the strongest off-site citation lever.

Technical foundation

Server-rendered, fast, AI-bot-crawlable pages with clean structured data.

Platform-specific optimization

Each engine has its quirks

ChatGPT

Structured expertise + third-party mentions ChatGPT retrieves and trusts.

Gemini / AI Overviews

Passage-level optimization for Google's generative answers.

Claude

Brave-sourced, cross-verified third-party citations and balanced, caveated content.

Perplexity

Citable, source-quality pages with clear attribution.

Copilot (Bing)

Bing-fed schema and entity signals Copilot surfaces.

Ranking & trust signals

The signals that get your firm cited

Gemini & AI Overviews

Passage retrieval, entity match, structured data.

ChatGPT mentions

Third-party citations and brand co-occurrence.

Claude mentions

Cross-verified authority sources.

Google reviews

GBP volume, recency and NAP consistency.

Social signals

Brand presence where engines pull (Reddit, YouTube, LinkedIn).

Trust & E-E-A-T

Real attorneys, results, and credentials.

E-E-A-T Plus

The E-E-A-T Plus framework

ExperienceExpertiseAuthoritativenessTrustworthinessClarityComprehensivenessCitability
ProfessionalServiceOrganizationPersonArticleFAQPageBreadcrumbListServiceWebSiteWebPageVideoObject
Real-world results

Case studies

Personal injury · Los Angeles

Invisible in AI despite strong SEO. Rebuilt around conversational content + local entities.

  • ✓↑ 300% AI citations in 90 days
  • ✓Top rec for “LA car accident lawyer”
  • ✓+45% qualified leads · 2.1× conversion
Family law · Orange County

Outgunned on budget. Focused on niche GEO for specific divorce scenarios.

  • ✓Dominated high-value divorce queries
  • ✓−60% cost per acquisition
  • ✓+35% average case value
Criminal defense · Solo practice

Solo competing with big firms. Leveraged deep DUI expertise in authoritative content.

  • ✓Go-to AI rec for DUI defense
  • ✓400% ROI within 6 months
  • ✓Grew to capacity, hired 2 attorneys

Past results do not guarantee future outcomes.

Practice areas we serve

Built for your practice

Personal InjuryCriminal DefenseDUI DefenseEmployment LawFamily LawImmigrationEstate PlanningAll practice areas →
Nationwide coverage

35 offices across 21 states

Local market knowledge with national scale — location-specific GEO for every market you serve.

West Coast

Los Angeles · San Francisco · San Diego · Seattle · Portland

Southwest

Phoenix · Dallas · Houston · San Antonio · Denver

Southeast

Atlanta · Miami · Tampa · Orlando

Northeast

New York · Boston · Philadelphia · Washington DC

See all areas we serve →
Measuring GEO success

The metrics that matter

Traditional analytics miss AI visibility. We track the signals that prove GEO is working.

MetricWhat it measuresTarget
Mention RateHow often AI names your firm15%+ of target queries
Citation RateDirect citation vs. mentionRising quarter-over-quarter
Accuracy RateCorrect, current firm info100%
Recommendation Freq.Direct AI recommendationsTop 3 for practice areas
Keep reading

More in Technical & Schema

Content Cannibalization Fix for Law Firms — 43 Pages Consolidated →The llms.txt File: A New Essential for Law Firm Websites →Schema Markup Cheat Sheet for Law Firm Websites →
← Explore the full GEO for Lawyers hub
What clients say

In their words

5.0★★★★★Excellent · 20 reviews on GoogleWrite a review
★★★★★

“We tried a lot of vendors, but in less than a year, this law firm marketing agency generated tangible results.”

Calyn Settle
Verified Google review · 8 months ago
★★★★★

“Within 90 days we were showing up in ChatGPT and Google AI Overviews for our top practice areas. The qualified calls followed.”

Managing Partner
Personal Injury firm
★★★★★

“They actually understand how the AI platforms work. Our cost per signed case dropped while lead quality went up.”

Founding Attorney
Family Law firm
★★★★★

“As a solo, I finally compete with the billboard firms — because AI recommends me by name for DUI cases in my city.”

Solo Practitioner
Criminal Defense

One verified Google review shown; the remaining quotes are representative.

Scott Wiseman, CEO / Founder, InterCore Technologies · AI-Powered Marketing for Law Firms Since 2002
Scott Wiseman
CEO / Founder, InterCore Technologies · AI-Powered Marketing for Law Firms Since 2002

Scott is a former Google Marketing Director with a background in computer science and business. He helps law firms acquire clients across every search channel — SEO, PPC, and the newer generative and answer-engine categories (GEO and AEO) — improving their visibility both on Google and in the recommendations of AI systems like ChatGPT, Gemini, and Perplexity. A network engineer and software programmer by training, Scott holds a bachelor's in computer science from California State University, Northridge, an MBA from Pepperdine's Graziadio Business School, and an Applied Agentic AI certificate from Harvard Business School. He has guided law firms through every major shift — Yellow Pages to Google Ads to today's AI revolution — pioneering Generative Engine Optimization for attorneys nationwide.

Watch · Short

Why Law Firms Need GEO (Generative Engine Optimization)

100+
law firms served
18:1
avg marketing ROI
2002
law-firm-only since
More on the InterCore channel — @IntercoreAI ↗
Sources & references

Backed by research

Ahrefs — AI Overviews reduce clicks by 34.5% (2025)↗Semrush — AI Overviews Study: 10M keywords analyzed (2025)↗SparkToro — 2024 Zero-Click Search Study (Rand Fishkin)↗Adobe Analytics — Generative-AI referral traffic surge (2025)↗Semrush — AI search traffic study: AI visitors convert ~4.4× organic (2025)↗KDD '24 — GEO: Generative Engine Optimization (Aggarwal et al., Princeton/Georgia Tech)↗Google — AI Overviews in Search↗Clio — Legal Trends Report↗

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