"Co-Founder of SEO and AI law firm marketing company, Custom Legal Marketing, focusing on strategies for highly competitive practice areas. While many SEO companies are still finding their footing in the new AI-driven world or even trying to hold on to the tired old concepts that have been staples of the industry, my team and I are actually feeling pretty excited about the decentralization of search."
"Don't get me wrong, the challenges of search marketing and the ever-changing nature of it are part of the excitement. But now that ChatGPT, Perplexity, Claude and other chatbots are becoming part of the world's daily content consumption and research practices, you can't just focus on Google. You have to convince ChatGPT that you're the best law firm to recommend to a ChatGPT user."
Search is decentralizing as AI chatbots like ChatGPT, Perplexity and Claude become common for content consumption and research. Law firms cannot rely solely on Google SEO and must optimize for answer engines. OpenAI provides no official creator guidance, so agencies have developed AEO processes through experimentation. ChatGPT and similar models use many data points when ranking recommendations, so no single tactic guarantees prominence. Promoting case wins and legal victories has strong influence on AI recommendations, and press release distribution can increase clicks and leads. Periodic press releases alone are insufficient; combined AEO practices and ongoing strategies are required.
Read at Forbes
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