How Does AI Work?

Understanding Large Language Models (LLMs) and Optimizing Websites to Be Found Through AI

Artificial intelligence (AI) tools such as ChatGPT are transforming how people search for information and interact with content online. These tools rely on powerful technologies called large language models (LLMs) to analyze language, process complex queries, and provide helpful responses. At OVC Lawyer Marketing, we understand how these tools work, and we use the most up-to-date generative engine optimization (GEO) techniques to help ensure that people can find our clients' websites when performing AI queries.

At the core of AI tools are large language models. An LLM is an artificial neural network trained on vast amounts of data from books, articles, websites, and other publicly available sources. These models do not "know" facts in the way humans do. Instead, they use patterns in language to predict the next word in a sequence, allowing them to generate relevant answers to people's questions or prompts. This predictive process makes AI responses appear conversational while providing accurate information.

When someone submits a query to an LLM, the model converts the words into numerical representations called tokens. It then analyzes the relationships between those tokens using multiple layers of mathematical computations. The model assigns probabilities to potential next tokens and selects the ones that are most likely to create a fluent, relevant answer. Because these models have been trained on many different sources of information, they can handle questions about a wide range of topics and provide helpful summaries, explanations, and recommendations.

How AI Tools Summarize Information in Responses

LLMs excel at summarizing information because of their ability to recognize patterns in language. When a person asks a question, the model draws on its training data to identify concepts and details related to the topic. It then generates a concise response that captures the essence of what it "learned" during training.

When AI Responses May Link to Websites as Sources

Some AI tools integrate web browsing capabilities or knowledge retrieval systems that allow them to pull information from the internet in real time. In these cases, AI chatbots may provide links to websites used as sources for their answers. For example:

• Web-enabled AI tools can search for relevant content, analyze multiple web pages, and synthesize an answer that references those sources.
• Citations and links are provided in the response so users can verify the information or explore further.

For businesses and law firms that are seeking to attract clients online, this creates a crucial opportunity. Websites that are structured properly and contain valuable, authoritative content are more likely to be recognized and linked to by AI tools that browse the web or reference external content in their answers.

How to Help Ensure That LLMs Process Information on Websites

Our GEO experts create content and websites that can be recognized and referenced by AI tools. The techniques we use to help drive traffic from AI chatbots include:

• Clear and Authoritative Content: AI models prioritize content that demonstrates authority, trustworthiness, and relevance. Publishing detailed content and blogs that answer common questions and provide people with helpful information will make a site more attractive to these systems. High-quality content can also generate leads by encouraging people to contact the firm.
• Structured Data and Schema Markup: Adding behind-the-scenes information to a website can help both search engines and AI tools understand the site's content. This structured data highlights key information about services, locations, practice areas, and other details that will help AI summarize content and provide links to a site.
• Optimized Site Architecture: A site should be structured logically, allowing LLMs to navigate its content efficiently, identifying relationships between pages and topics. With a better understanding of what is included on a site, AI tools will be more likely to list it as a source and include links to the site when answering queries.
• Hyperlocal Content Strategies: Targeting specific geographic areas can help ensure that a site will be displayed in searches and queries related to that area. By including relevant keywords and content, the site will be associated with specific areas where clients are searching for services.

GEO Strategies for AI Search Optimization

As more people turn to AI tools like ChatGPT and voice assistants to find answers to their questions, having the right GEO strategies in place is essential. The team at OVC Lawyer Marketing understands how to position law firm websites so they are visible to both traditional search engines and emerging AI systems.

OVC can assist in implementing strategies such as:

• Developing Hyperlocal Content: We create landing pages targeted to specific cities that our clients serve. This helps AI tools connect websites to the locations where potential clients are searching.
• Optimizing Metadata and Tags: By including the right information in titles, meta descriptions, and headers, we can strengthen the association between a website and the types of information people are searching for.
• Enhancing Authority Signals: We work to build citations, backlinks, and reviews to demonstrate trustworthiness and show that a site contains authoritative information.
• Integrating Schema: We make sure the proper schema markup is used on each page of a site to ensure that AI tools and search engines understand what is included in its content.

Why GEO Matters in the Age of AI

AI tools are influencing how people discover legal services. Instead of typing "divorce lawyer near me" into a search bar, users may ask an AI assistant, "Who is a good family law attorney in Naperville?" or "Where can I find a DUI lawyer in DuPage County?" The AI will then look at both geographic data and information about a law firm's practice areas to determine which firms to highlight when answering these queries. When a website has used the proper GEO techniques, AI tools will be more likely to link to the site.

Optimize for AI With the Help of Our Team

AI-driven tools are changing how potential clients look for legal help, and law firms will need to adapt to ensure that they can remain visible in this evolving landscape. At OVC Lawyer Marketing, our team has the knowledge and skills needed to help you build a website that will be found by both traditional search engines and AI systems. By creating high-quality content and using the most effective GEO strategies, we can help your firm succeed. Contact us today at 630-635-8000 to learn how we can work with you to build a website and develop a strategy that will remain at the cutting edge of the online landscape.