The way potential clients find lawyers is fundamentally shifting. AI systems like ChatGPT and Google's AI Overviews are no longer presenting users with a list of websites to browse — they're delivering a single recommended answer. For law firms, that means the old playbook of chasing clicks and rankings is giving way to something new: becoming the source that AI trusts and cites.
In this webinar, two leading voices in search strategy — Carolyn Shelby, VP of Strategy at Northside Metrics, and Eli Schwartz, author of Product-Led SEO — walk through what this shift means for law firms and how to respond.
Key topics covered:
- Why website traffic is decoupling from actual leads and conversions
- How AI evaluates trustworthiness using corroborating signals across the web (and why it mirrors the legal concept of evidence)
- Why publishing genuine expertise — case stories, analysis, unique perspectives — matters more than technical SEO tricks
- How to structure web content so AI systems can read and cite it at inference time
- The role of Wikidata, YouTube, consistent brand messaging, and PR in building AI authority
- Tools for discovering the questions real clients are actually asking
This session is valuable for attorneys looking to grow their practice, as well as law firm marketers and CMOs evaluating their content strategy in an AI-first environment.