How does Google Gemini find information about attorneys on law firm websites?

Gemini uses Google-Extended crawler to access your website, then applies Named Entity Recognition (NER) algorithms to extract structured information. The AI identifies Person entities (attorneys), Organization entities (your firm), LegalService entities (practice areas), and Location entities (office addresses) from your HTML and schema markup. This extracted data populates Gemini's knowledge graph, which it references when users ask questions about attorneys in your practice areas or locations.

What schema markup do law firms need for attorney profiles in 2025?

Essential schema for attorney profiles includes Person schema with education, bar admissions, and specializations; LegalService schema connecting attorneys to practice areas; LocalBusiness schema for office locations; and Organization schema establishing firm identity. The Attorney schema type has been deprecated by schema.org—use LegalService instead, which is more inclusive. Connect all schemas using @id references to create relationship maps that AI systems can traverse.

Why don't my attorneys appear in Google Gemini's recommendations?

Common causes include robots.txt blocking Google-Extended crawler, missing or invalid schema markup, inconsistent entity information across legal directories, incomplete attorney profiles lacking credentials, or weak E-E-A-T signals. Run a technical SEO audit to identify specific issues. Also verify your attorneys have consistent NAP information on Avvo, Martindale-Hubbell, State Bar listings, and LinkedIn.

How long does it take for attorney entity optimization to show results?

Initial improvements typically appear within 60-90 days of implementing comprehensive entity optimization. Schema markup changes can be reflected in Google's systems within 2-4 weeks after successful validation. However, building strong entity authority is cumulative—consistent optimization over 6-12 months produces the most significant results, with documented cases showing 340% increases in AI citation rates.

Does entity recognition work differently for different AI platforms?

Yes, each AI platform has nuances. Google Gemini leverages Google's Knowledge Graph and values structured data heavily. ChatGPT favors conversational Q&A formats and clear definitions. Perplexity AI prioritizes research-quality citations. Claude prefers balanced perspectives. Comprehensive GEO optimization addresses all platforms through consistent entity information and properly structured content.

Can small law firms compete with large firms in AI search?

Absolutely. Entity recognition levels the playing field because AI evaluates semantic authority, not firm size. A solo practitioner with comprehensive Person schema, consistent directory presence, authoritative content, and strong E-E-A-T signals can outrank large firms that haven't optimized for entity recognition. Focus on your specific practice areas and geographic service areas to build concentrated entity authority that AI systems recognize.

Semantics - Intercore Technologies

How Google Gemini Uses Semantic Analysis to Find Your Law Firm

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📑 What Is Semantic Analysis with Entity Recognition? How Google Gemini Discovers Your Attorney Profiles The Four Entity Types Gemini Extracts from Law Firm Websites Schema Markup Requirements for Attorney Visibility Optimization Strategies for AI-Powered Discovery Implementation: Building Your Attorney Entity Framework Frequently Asked Questions Google Gemini identifies attorneys on your law firm’s website through semantic analysis—a process that extracts named entities like people, credentials, locations, and relationships from unstructured text. This capability fundamentally changes how potential clients discover your legal team when they ask AI platforms questions like “Who’s the best personal injury lawyer near me?” or “Find a divorce attorney with 20 years of experience.” The transformation is significant. Research from semantic SEO studies shows that entity-optimized content can increase AI citation likelihood by 340% compared to plain HTML without structured data. For law firms, this means the difference between being recommended by Google Gemini to thousands of potential clients—or being invisible in AI-powered search entirely. Understanding Generative Engine … Learn More

Semantic Analysis for Law Firms

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📑 Click to expand What Is Semantic Analysis? Why Semantic Relationships Matter for Law Firms Entity-Based SEO: Beyond Keywords Semantic SEO, AEO, and GEO Explained How Google Processes Meaning Implementation Strategies for Law Firms Schema Markup and Structured Data Frequently Asked Questions Next Steps for Your Firm Search has fundamentally changed. The days of stuffing your law firm’s website with keywords like “personal injury lawyer Los Angeles” and hoping for page-one rankings are over. Google’s Knowledge Graph now processes over 8 billion entities and 800 billion facts—a staggering expansion from just 570 million entities a decade ago. Modern search engines, along with AI platforms like ChatGPT, Google Gemini, and Claude, don’t just match keywords anymore—they understand meaning, context, and relationships. This is where semantic analysis comes in. It’s the technology that enables machines to comprehend human language the way you and your clients actually use it. For law firms investing an average of $120,000 annually on SEO, understanding semantic relationships isn’t just an academic exercise—it’s the difference between being visible when potential clients need … Learn More

Semantics

How Google Gemini Uses Semantic Analysis to Find Your Law Firm

Semantic Analysis for Law Firms

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