For law firms, that change carries real consequences. MileMark Legal Marketing, an agency that works exclusively with law firms, began preparing for this shift well before it became a standard talking point in the marketing industry. It means firm details that match across directories, bar listings, review platforms, and social profiles, since contradictions quietly undermine confidence in a source. MileMark’s approach treats organic rankings and AI visibility as connected rather than competing. The larger point for law firm owners is straightforward.