What is documented
Perplexity says it searches the internet in real time and that each answer includes numbered citations linking to the original sources. OpenAI's help page on searching the web with ChatGPT says it ranks search results using multiple factors intended to help users find relevant, reliable information, and that placement is not guaranteed. Neither names directories as a factor, for or against.
Google is more specific about local results than about AI answers. It says local prominence is based partly on information such as how many websites link to a business and how many reviews it has. Our answer on why a Business Profile matters for AI search covers that side.
Where directories help and where they compete
A working hypothesis from testing: directory profiles help most when they repeat the same firm name, address, attorneys, and practice areas as your site, because an assistant then meets one consistent set of facts. They compete with you when a directory page answers a question better than your own pages do, for example a list of firms in a city with no firm page that names the local court. If assistants keep naming a directory or a rival instead of you, see why AI names other firms.
The ethics side
ABA Model Rule 7.2(b)(1) lets a lawyer pay the reasonable costs of permitted advertisements. North Carolina's 2018 Formal Ethics Opinion 1, adopted July 27, 2018, says a lawyer may pay to be included in a directory if the information is truthful and not misleading, may not pay for a rating, and may present labels such as "best" or "top rated" only if the directory applies and discloses objective standards. It also requires action when the lawyer knows a profile carries a material misstatement of fact. Other states differ; the North Carolina guide shows how one state's rules apply.
Go deeper
The GEO guide for law firms covers consistent firm facts and what makes your own pages the better source.
Common questions
Should we pay for a premium directory listing to get cited by AI?
No one can show that a paid listing produces AI citations. Judge a listing on the referrals it sends and confirm that any badge or label it shows meets your state's rules. Then test whether assistants cite it by running dated questions.
Keep reading
Sources
- Perplexity Help Center, "How does Perplexity work?"
- OpenAI Help Center, "Searching the web with ChatGPT" (linked above)
- Google Business Profile Help, "Tips to improve your local ranking on Google"
- American Bar Association, Model Rule 7.2, "Communications Concerning a Lawyer's Services: Specific Rules"
- North Carolina State Bar, 2018 Formal Ethics Opinion 1 (adopted July 27, 2018) (linked above)