Google search doesn’t look like it used to. If you are still managing your law firm’s website using a 2022 SEO playbook, you are likely optimizing for a version of the internet that no longer exists.
Today, traditional organic search results are being pushed beneath massive, AI-generated summaries. At the same time, potential clients are bypassing search engines to ask legal questions directly to conversational AI platforms such as ChatGPT, Claude, and Perplexity.…