SEO isn’t dead, but it’s completely different.
In 2025, AI is deciding which law firms clients see first.
In this episode, Jon Robinson and Marc Rioux break down how Google Gemini, ChatGPT, and changing search behaviors are rewriting the SEO playbook for law firms. They explain what’s really changed, what’s working now, and what firms need to do to stay visible as AI reshapes discovery, reputation, and trust online.
Tune in and learn:
✅ Why branded pages and firm reputation now matter more than chasing keywords
✅ How to see when AI tools are recommending or linking to your firm
✅ Why “conversion over clicks” is the new SEO mantra
✅ How short-form content and video boost both rankings and trust
✅ What “content chunking” means (and why AI loves it)
✅ Why quality mentions now outweigh backlink volume
If your law firm’s SEO results aren’t what they used to be, this conversation will show you exactly why, and what to do next.
————————— Contents of this video —————————
00:00 – Introduction
01:32 – How AI Changed How People Search for Law Firms
03:57 – Google’s AI Overviews & Gemini Take Over Search
07:57 – Branded Pages: Shaping How AI Describes Your Firm
09:52 – Using AI Prompts to Find Weak Spots in Your Brand
13:11 – The Death of Direct Response as a Primary Strategy
16:52 – Why Traffic Is Down… but Conversions Are Up
19:34 – Video’s New Role in SEO & AI Answers
22:22 – How Video Builds Trust & Improves Rankings
24:02 – Story Pages & The Rise of Digital Authority
27:56 – Law Firms Must Partner in Content Creation (No More “Set It and Forget It”)
30:18 – The End of SEO Shortcuts: AI Sees the Truth
31:20 – Content Chunking: Site Structure AI Loves
32:27 – Tracking LLM Traffic in GA4
34:53 – The Ranking Metrics You Can Stop Obsessing Over
37:01 – AI Visibility Tests: What We Learned from 38 People Prompting
41:52 – Link Building That Actually Matters in 2025
45:51 – Mindset Shift: Earn Trust, Then Visibility
46:57 – Final Thoughts + What to Do Next