AI measurement in law firm marketing: Peec AI, Peak & Sistrix compared

Introduction: From gut feeling to data-driven decisions

Law firm marketing is increasingly moving away from "gut feeling" towards measurable, data-driven strategies. In addition to classic SEO tracking, an additional question arises today:

„"How visible is our law firm in ChatGPT, Perplexity, AI-Overviews, and similar platforms?"“

This is precisely where specialized tools come into play. We compare three relevant solutions from a law firm perspective:

• Peec AI – AI search analytics for generative search systems
• Peak – AI workflow hub for marketing processes
• Sistrix – established SEO suite with AI extensions

Peec AI – Measuring Visibility in ChatGPT & Co.

What does the tool do?

Peec AI (often misspelled as "Peek AI") measures how often and where your law firm appears in generative AI systems – specifically in ChatGPT, Perplexity, Claude, Gemini and other LLMs.

The tool enables:

• Definition of test prompts (e.g. "best employment lawyer in Munich")
• Tracking which websites and brands are cited in AI responses
• Compare your visibility to direct competitors
• Identification of content gaps and optimization potential

Strengths for law firms

• Pioneer advantage: Early optimization for AI search provides a competitive edge (less competition than with Google SEO)
• Future-proof: 40% users are already starting with ChatGPT instead of Google – and the trend is rising.
• Quality traffic: Users who utilize AI assistants are often better informed and more ready to make decisions.
• Clear metrics: AI Visibility Score, Citation Rate, Mention Frequency provide concrete KPIs.
• Content gap analysis: Precisely shows which topics/questions your law firm should still cover.

challenges

• A relatively new toolset – not every law firm is conceptually that advanced.
• Requires an understanding of AI search and prompt engineering
• Increased investment in knowledge building

Conclusion

Who is it suitable for? Law firms that want to establish AI search as a third traffic channel (in addition to organic and ads) early on. Particularly relevant for larger firms, ambitious boutique firms, and supra-regional specialist firms. Possibly overkill for small local law offices.

Peak – AI workflow hub for marketing

What does the tool do?

Peak is a platform that helps marketing teams centrally orchestrate various AI workflows – from content creation and campaign management to data analysis.

Typical use cases:

• Generate content and campaign briefings
• Combining data from various sources (CRM, Analytics, Ads)
• Automate recurring marketing tasks
• AI-powered decision support for budget allocation

Strengths for law firms

• Central orchestration: Control all marketing AI tools in one place (no tool proliferation)
• Time savings: Automation of repetitive tasks (content briefings, reporting, data extraction)
• Data integration: CRM + Analytics + Ads in one interface – better decision-making basis.
• Scalability: Build workflows once, reuse them as often as you like.
• Team collaboration: The marketing team can jointly access AI workflows.

challenges

• Relatively high implementation effort
• Requires clear processes and a dedicated marketing team.
• Often oversized for small law firms with simple structures
• The focus is on workflow automation, not pure measurement.

Conclusion

Who is it suitable for? Peak is less of a "measurement tool" and more of an AI enablement hub. It's relevant for law firms that consider marketing a separate business area and have the necessary resources (team, budget, time). For most medium-sized law firms, it's not currently a priority.

Sistrix – SEO classic with AI features

What does the tool do?

Sistrix is one of the most established SEO suites in German-speaking countries. The tool includes:

• Visibility Index (SI) – key metric for Google presence
• Keyword analysis & ranking tracking
• Competitive comparisons
• On-page checks & technical SEO
• Content module with AI-powered briefings
• Backlink analysis

In recent years, AI features have been increasingly integrated, e.g. for automated content analysis and optimization suggestions.

Strengths for law firms

• Proven & reliable: Over 15 years of market presence, stable tool with excellent data
• German market focus: Better data quality for .de domains than international tools
• Comprehensive SEO suite: Keywords, backlinks, competitors, content – all integrated.
• Concrete recommendations for action: Not just data, but also "What to do?"„
• Fair pricing structure: From €99/month for the starter package – affordable for small law firms
• Excellent support: German-speaking, fast, with law firm experience

challenges

• Primary focus on classic search, not specifically on generative AI visibility.
• The range of functions can initially seem overwhelming for SEO beginners.
• AI features still under development (as of 2025)

Conclusion

Who is it suitable for? For virtually any law firm that takes SEO seriously, Sistrix is the central measurement tool. It delivers hard KPIs for visibility, rankings, and competition – thus forming a robust foundation for data-driven law firm marketing. A clear recommendation as an essential tool.

Tool comparison: Which tool is right for which law firm?

Choosing the right tool depends on the size of your firm, your resources, and your marketing maturity:

Comparison Matrix:

Decision aid by priority:

• Priority = Google Rankings → Sistrix
• Priority = AI Search Visibility → Peec AI
• Priority = Marketing Efficiency → Peak
• Priority = Measure everything → Combination of all three

OMmatic recommendation: Start with Sistrix for SEO basics (3-6 months). Once that's running smoothly, expand with Peec AI for AI-powered search. Peak only comes into play once you have a dedicated marketing team (at least one full-time employee).

Practical setup: How we combine AI measurement at OMmatic

A pragmatic, cost-efficient mix for medium-sized law firms:

• 1. Sistrix (Basic): Continuous monitoring of rankings, visibility, competitors, and technical SEO.
• 2. Peec AI (on an ad-hoc basis): Quarterly checks on AI search visibility ("How do we perform in ChatGPT & Co.?")
• 3. ChatGPT itself (qualitative): Manual spot checks with realistic client prompts
• 4. Google Search Console (free): Tracking of real search queries and click-through rates

The crucial question:

• Tools provide data – but only the right conclusions create results.
• Concrete measures must be derived from the measurements:
• What content are we missing compared to our competitors?
• Where are we weaker – and why?
• What topics will move us forward in AI-Search?
• How do we prioritize content investments?

This is exactly what we support law firms in within the framework of OMmatic projects: from tool selection to data interpretation to the implementation of concrete optimization measures.

Frequently Asked Questions (FAQ)