AI Just Changed Search Forever: Here’s What Law Firms Need to Know

AI Is Changing Search—How Law Firms Can Stay Visible in a Zero-Click World

Host Jennifer Simpson Carr is joined once again by Furia Rubel’s Chief Innovation Officer Leslie Richards and Digital Operations and PR Coordinator Isabelle Horan for a follow-up conversation on key takeaways from the 2025 DigiMarCon Conference in Brooklyn. This episode shifts the focus to the rapid changes in how people search for information and how law firms can adapt to stay visible in a world dominated by AI-generated summaries and zero-click results.

They unpack the emerging concept of Generative Engine Optimization (GEO) and what it means for law firm leaders, legal marketers, and business developers navigating the evolving digital landscape.

What is GEO and how is it different from SEO?

Leslie breaks down the distinction between traditional Search Engine Optimization (SEO) and the new world of GEO. While SEO is keyword-driven and focused on driving traffic to a website, GEO is topic-driven, multi-platform, and centers on building brand authority across a digital ecosystem, even when users never click through to your site.

GEO plays a critical role in how content is pulled into AI summaries (like those in Google’s search results), and visibility now depends more on credibility, trust, and thought leadership than just smart keyword usage.

Why is zero-click search a game-changer for law firms?

As search engines increasingly surface AI-generated summaries at the top of results, users no longer need to click on a website to get their answers. That means law firm content strategies must go beyond the website and reach audiences across platforms.

Jennifer reflects on how this shift requires rethinking old SEO habits and doubling down on value-driven thought leadership, something many attorneys are already well-positioned to deliver.

How can law firms build trust and authority for GEO?

Izzy and Leslie explore the most effective ways to build the authority that AI engines look for:

• Publishing on third-party platforms like LinkedIn newsletters and Substack
• Securing high-authority PR placements and backlinks
• Claiming and optimizing Google Knowledge Panels
• Leveraging short-form video content across social platforms

They also touch on the importance of structured content, like Q&As, which AI models can easily parse and cite in summaries.

What’s the key takeaway for law firm marketers and communicators?

Thought leadership isn’t optional—it’s essential. AI isn’t just reshaping how we produce content; it’s fundamentally altering how visibility is earned. And the firms that invest in consistent, expert-driven, and distributed content will be best positioned to lead.

As Leslie puts it: “Your content should be unique, insightful, and distributed in ways that increase your digital footprint beyond just your website.”

Resources:

• DigiMarCon: https://digimarcon.com/
• ChatGPT: https://openai.com/chatgpt
• Google Knowledge Panels: https://support.google.com/knowledgepanel
• Law360: https://www.law360.com/
• LinkedIn Newsletters: https://www.linkedin.com/newsletters/

Coming Up Next:
In our next episode, we’ll explore the rise of AI agents, how they’re evolving from tools into collaborators, and what that means for law firms.