Over the past few months, I’ve been diving deep into how large language models (LLMs) like ChatGPT, Claude, and Gemini are transforming the way potential clients discover professional services online. These tools are beginning to influence visibility in ways that traditional SEO alone can’t explain, and what I’ve found is worth paying attention to, especially if you’re an attorney, CPA, or property management professional (three industries I have been researching this for).
What I’ve Observed So Far
When people use LLMs to find services, for example, “Who is the best CPA in Long Beach?” or “What law firms specialize in estate planning near me?” — the models often generate responses based on website content, even when that content doesn’t align perfectly with what external sources or directories say.
For instance, if a CPA firm has the phrase “Best CPA in Long Beach” on its website, ChatGPT may surface that firm in its response, even if no other site or ranking system calls them “the best.” That’s because, at this stage, LLMs are still learning to interpret web data and rely heavily on how information is worded and structured directly on a firm’s site.
Over time, as the models become more sophisticated and better at contextual reasoning, this effect will likely diminish. But for now, this observation highlights a key opportunity for professional firms to shape how they appear in AI-generated search results.
What This Means for Professional Firms
Traditional SEO has focused on keywords, backlinks, and content structure to perform well on Google. LLM visibility, on the other hand, is more about semantic context — how your content answers real questions your potential clients are asking conversationally.
Instead of optimizing only for phrases like “CPA firm near me” or “Long Beach law firm,” it’s time to think about how your clients phrase questions to AI tools. Examples might include:
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“Who can help me set up a trust for my parents in California?”
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“How do I know if my rental property management company is following state laws?”
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“What’s the difference between an outsourced accounting firm and an in-house CFO?”
When your website answers these kinds of questions clearly and conversationally, it’s more likely to align with the way LLMs retrieve and generate responses — increasing your chances of being included in AI-driven search results.
The Next Phase of SEO: Writing for AI and Humans
As the boundaries between traditional search and AI-driven discovery continue to blur, firms need to strike a balance. Write your content for both human understanding and machine interpretation.
That means:
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Structuring your pages around intent-based questions your clients actually ask.
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Including natural language phrasing (the kind someone might use in a ChatGPT prompt).
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Being specific and transparent about what you do best and where you serve (even if it feels repetitive).
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Continuing to maintain technical SEO hygiene — it still matters, but in tandem with conversational clarity.
In short: the firms that show up in the next era of search will be the ones that sound human, relevant, and trustworthy — not the ones stuffed with keywords.
Final Thoughts
What we’re seeing is the start of a major shift. AI is beginning to function as both search engine and content curator. And the firms that adapt early — by writing content that speaks directly to their clients’ real-world questions — will hold an advantage.
At LHO & Co., we’re continuing to test how these models interpret different industries and phrasing strategies. The takeaway so far: if you want your firm to show up when someone asks an LLM for help, start by writing the kind of content they’re likely to be looking for.