Method
How we measure, and what we do about it
Last updated 8 November 2026 · By Morten
AI answers change from one run to the next. So we ask the same questions many times, count how often your firm is named, and show how sure each number is. Below are the method, a sample report and the work.
1. The questions
At the start we agree on about 20 questions with you. They come from what your clients ask when they call: "immigration lawyer near me", "marriage green card lawyer in Atlanta", "abogado de asilo en Los Ángeles". Some are in English and some in Spanish, and most name your city. The list stays fixed, so one month can be compared with the next.
2. How we ask
Each question is asked at least 10 times a month on each AI tool, spread over different days, with the location set to your metro. We collect the answers from the ChatGPT app and from Google's results pages, and we keep every answer on file, so you can read the actual text behind any number.
3. What counts as named
Your firm is named when its name or website appears in the answer text, or in the business cards ChatGPT shows next to it. A firm that shows up only in the list of sources is counted separately, because readers rarely open those. Variants of the same name, such as "Smith Law" and "Law Office of J. Smith", are merged by hand.
4. The numbers
The main number is your share: the percentage of answers that name your firm. Next to it is a 95% range, computed by resampling the questions, because one unusual question can move the total. We also measure the noise, which is how much shares move between runs when nothing has changed. A change only counts as real in the report when it is larger than the noise. If it is not, the report says so.
5. A sample of the monthly report
This is the format you get each month, on one page. The firm is made up and so are the numbers.
Monthly AI visibility report
Example Immigration Law (fictional) · Chicago · Sample month
Sample: made-up firm and numbers
How often you were named
| AI | This month | Baseline | Change |
|---|---|---|---|
| ChatGPT | 9% (5–14) | 4% (2–7) | +5, above the ±3 noise |
| Google AI Overviews | 6% (3–10) | 5% (2–9) | +1, within the noise |
English questions 11%, Spanish questions 4% (ChatGPT).
You against the most-named firms (ChatGPT)
Sites the AI cited most for your questions
- avvo.com (your profile updated this month)
- justia.com
- Your own website
- yelp.com (your listing corrected this month)
- A local news article that names Firm A
Work done this month
- Google Business Profile: Saturday hours and Spanish-language service added.
- Justia profile completed; Avvo practice areas corrected.
- Two answer pages published after attorney approval, one in English and one in Spanish.
- Wrong fact traced: ChatGPT said the firm has no Spanish consultations. The source was an old Yelp listing, now corrected.
Next month
Two more answer pages (asylum, family petitions) and a correction request to a directory that lists an old address.
6. The work
- We check your Google Business Profile against your website and fix the categories, hours, languages, services and photos so the details match.
- We complete your free profiles on the directories AI tools cite for your questions, such as Avvo, Justia, FindLaw, Yelp, Bing Places and Apple Business Connect, and fix what is out of date.
- We draft answer pages for your own site, in English and Spanish, for the questions clients ask. One of your attorneys approves every page before it goes live, and each page carries a review date.
- When an AI tool says something wrong about your firm, we find the page it came from and get that page corrected.
- We set up a simple way for you to ask satisfied clients for a review. You send the requests yourself, and nobody is ever rewarded for a review.
7. What we never do
We never write fake reviews or testimonials, buy places on "best lawyer" lists, post on forums under made-up names, promise rankings or cases, or publish anything in your name without approval.
8. Questions
Does this fit the lawyer advertising rules?
We publish nothing in your firm's name until one of your attorneys has approved it, we never write or buy reviews or testimonials, and we make no claims about results. Your firm stays responsible for its own advertising under your state's rules, and we follow your instructions on wording. We are not lawyers and this is not legal advice.
Do you need access to client files?
No. We never need client files, case details or your practice management system. We work only with public information about the firm: your website, your listings and what AI tools say about you.
What access do you need?
Manager access to your Google Business Profile, which you grant through Google's own invite, and either access to edit your website or a person who can apply the changes we send. Read access to Google Analytics and Search Console helps but is optional. We never ask for passwords by email.
How much of our time does it take?
About 30 minutes a month to approve drafts, plus a short call each month if you want one. We do the rest.
Why no ranking?
Two answers to the same question can name different firms. A "number 1" from one run says little, so we report how often you are named over many runs, with a range around each number.
Which AI tools do you measure?
ChatGPT and Google's AI Overviews, the summaries at the top of Google results.
Why only one firm per metro?
Our work for one firm should never compete with our work for another firm in the same city.
Anything else? Write to morten@findablelegal.com.