We are entering an era where people are no longer just looking for lists of websites, but are looking for answers. Instead of typing the query "best lawyer for commercial disputes Prague," more and more users are asking: "Who can help me with a divorce within the EU and has good experience?" If your company does not appear in the AI's answer, for many potential clients, you practically do not exist.

A recent report from LegalVIS.ai provides the first hard data that this process is not a coincidence, but the result of a deliberate strategy called GEO (Generative Engine Optimization).

Shocking Jumps in Visibility: The Case of Burt Brill & Cardens

LegalVIS.ai conducted a multi-month audit of the British law firm Burt Brill & Cardens Solicitors. The results, published in July 2026, are fascinating for marketing experts and business owners alike. Between February and June 2026, thanks to the implementation of structured optimization, the firm achieved the following milestones:

• Recommendation rate in ChatGPT increased from the original 33% to an incredible 93%.
• Appearance rate increased from 42% to 91%.
• The number of mentions in the first position in ChatGPT increased by 150%.
• Within Google Gemini, the number of mentions in the first position increased by as much as 200%.

These data are not just numbers in a table; they are evidence that AI models are beginning to prefer sources they can "understand" through a clearly defined data infrastructure.

What is "structured optimization" and why does it matter?

Many people still imagine optimization as densely sprinkling keywords into text. In the era of large language models (LLMs), however, this is ineffective. Models like GPT-4o, Gemini 1.5 Pro, or Claude 3.5 Sonnet work with context and entities.

Structured optimization, as presented by LegalVIS.ai, does not focus on making the website "nicely written" for people, but on making it "understandable" for machines. This includes several key pillars:

1. Entities and Authority

AI models learn to recognize entities – specific subjects (companies, people, locations). If your website clearly defines who you are, what you do, and where you operate using standardized formats (e.g., Schema.org), AI will more easily categorize you into its "world map."

2. RAG (Retrieval-Augmented Generation)

Most modern chatbots use RAG technology. This means that when a user asks something current or specific, the AI does not just search its training data, but "searches" the internet (e.g., via Google Search for Gemini or Bing for ChatGPT) and compiles an answer from these found information. If your information is not structured in a way that the search algorithm can easily extract it, you will not be mentioned in that answer at all.

3. Citations and Trustworthiness

Models are trained on the principle of authority. If other reputable sources write about you or cite you, your trust score increases. LegalVIS.ai therefore focuses not only on your website, but on how the entire digital ecosystem perceives you.

Practical Impact for Czech Companies and the European Market

You might be thinking: "That's in Britain, what does that mean for me in Prague or Brno?" The answer is clear: everything.

Availability and Language: Models like ChatGPT (OpenAI) and Gemini (Google) are fully available in Czech and handle the Czech context very well. If a Czech law firm, medical practice, or technology company is not optimized for AI, it will start losing market share to those who understand the rules of the game.

EU Regulation and AI Act: Within the European Union, we must also consider the AI Act. This regulation emphasizes transparency. Companies that can clearly demonstrate their authority and provide structured, verifiable data will have an advantage in the era of regulation, because their information will be "safer" and more easily verifiable for AI models.

Tool Prices: For companies, it is important to know that you don't need millions to track these trends. Basic versions of ChatGPT or Gemini are free. For advanced analyses (which could help companies with GEO), subscriptions like ChatGPT Plus (approx. 20 USD/month) or Gemini Advanced (approx. 20 EUR/month) are paid. However, the investment in professional SEO/GEO is much higher, but has the potential to bring a much greater return than traditional advertising.

Comparison: ChatGPT vs. Gemini as a Search Engine

The results from LegalVIS.ai reveal an interesting difference in how models respond to optimization:

• ChatGPT (OpenAI): Is excellent at synthesizing information and often acts as a "quality filter." Once it labels you as an expert, it holds that very firmly within its contextual memory.
• Gemini (Google): Has a direct connection to Google search. Its integration with the web index is deeper, which explains why we see even more aggressive growth with Gemini with proper optimization (200% in the case of first-position mentions).

For Czech companies, this means that the strategy must be twofold: you must be visible to Google (traditional SEO) and at the same time you must be "understandable" to LLMs (GEO).