Entity SEO is the practice of establishing your law firm as a recognized, authoritative entity in Google’s knowledge graph — and increasingly, in the AI systems that now answer legal questions directly in ChatGPT, Gemini, and Perplexity. Traditional keyword SEO optimizes text for pattern matching. Entity SEO optimizes your firm’s digital presence so that search engines
News flash: lawyers are people. Human beings with personal problems, interests, and quirks. We have a lot in common with our bretheren (and sisteren) but we’re also different.
Different personalities, looks, and styles. Which prospective clients notice, are attracted to, and remember.
Which is why we all need to embrace our individuality and not try
In this episode, Steve Fretzin and Jimmy Lai discuss:
Over the last several months, I’ve had a lot of conversations with clients about AI. Most of the questions are what you’d expect. Will people stop using Google? Will AI change business development? How will professionals get found online if people are searching in new ways? Those are all important questions, but there’s another one
A few weeks ago, I started asking professionals a simple question: “Have you searched for yourself in ChatGPT or Claude yet?”
Most hadn’t. The ones who had were often surprised by what they found.
Some received detailed summaries that accurately reflected their experience and expertise. Others discovered that important accomplishments were missing. In a few
Most professionals are spending a lot of time thinking about how to use AI. They’re asking which tools they should learn, how to write better prompts and how AI may change the way they work. Those are all valid questions, but there’s another one that deserves just as much attention: what does AI know about
By now you know that many people are using ChatGPT, Claude, Copilot and Perplexity to research professionals before making decisions. They’re looking for lawyers, consultants, executives, speakers, board members and subject matter experts. They’re asking questions that used to be typed into Google and relying on AI-generated answers to help them identify who to contact,
For years, professional visibility was largely tied to Google. If someone wanted to learn more about you, they would search your name, visit your company biography, review your website and perhaps read a few articles or media mentions. Professionals who invested in search engine optimization, content creation and thought leadership often had a significant advantage