Will Your Next Client Find You? Staying Visible in the Era of ChatGPT, Google and AI Search
Registration & Logistics: This program is free, but self-registration is required.
While most firms are waiting to see how AI changes the landscape, industry leaders are already rewriting their marketing playbooks.
Join us for 120 minutes of intensive, "no-fluff" instruction designed to provide your firm with a clear roadmap for the new era of search.
Faculty
- John D. McDougall, President of McDougall Interactive - With over 30 years in the industry, John has navigated every major search shift. He is the author of Content Marketing and SEO for Law Firms and a pioneer in Authority Marketing.
- John Maher, Digital Marketing Specialist & Podcast Host - A veteran of search strategy and multimedia optimization, John specializes in connecting high-authority content with technical SEO performance.
Beyond Keywords: Is Your Firm Ready for "AI SEO"?
Search engines are no longer just indexing pages - they are summarizing them. With Google’s AI Overviews (AIO), ChatGPT’s Search, and Perplexity becoming the primary ways users find information, the goal of legal marking has shifted.
It is no longer enough to "Rank #1." Your goal is to become the verified source that the AI chooses to cite.
In this training, John McDougall and John Maher move past the "pros and cons" of AI and dive straight into the technical and creative tactics required to win in 2026.
What You Will Master in This Training:
- Optimizing for "Answer Engines": The five specific content structures that trigger citations in ChatGPT and Perplexity.
- The Transition to Entity-Based SEO: Why "Keywords" are secondary to "Entities" and how to use Schema Markup to tell AI exactly who you are.
- E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): How to prove to Google’s algorithms that your content is human-vetted and high-authority so you don’t get buried by AI-generated spamBrand Mentions as the New Backlinks: Why being discussed in forums, news, and podcasts now impacts your AI ranking more than a standard hyperlink.
- Winning the 'Local' AI Map: How Google’s AI Overviews prioritize specific law firm entities and how to ensure yours is one of them.
- Actionable AI SEO Workflow: A step-by-step look at using AI tools for competitive analysis and content gap mapping in half the time.
- Podcasting as an SEO Engine: Turn attorney interviews into keyword-rich blog posts, FAQs, and authority signals that AI platforms prioritize.
- Video & YouTube Optimization: Leverage YouTube and video content to appear in blended search results and increase visibility in both Google and AI-driven discovery.
- AI-Powered Content Repurposing: Use tools like Descript and Opus Clip to transform one podcast or video into dozens of SEO, social, and multimedia assets.
John D. McDougall, President of McDougall Interactive
John Maher, Digital Marketing Specialist & Podcast Host
"SO MUCH content - very valuable."
"This was packed full of valuable information."
Online registration is encouraged. For assistance with group registrations, disability accommodations, or out-of-state CLE credits, please contact CLE Coordinator Michael Saporito at [email protected].
Note on Recordings: Most Social Law Library CLE events are recorded. All registrants will receive a digital download link, typically within one week of the program.
Please note: CLE credit is only granted to those who attend at least 80% of the live webinar. To ensure you receive the video link, please register in advance.
Disclaimer: The views and opinions expressed are those of the speakers and do not necessarily reflect the positions of the Social Law Library.
Faculty
- David Kluft, Assistant Bar Counsel at Massachusetts Office of Bar Counsel; Prosecution Unit
- Heather LaVigne, Assistant Bar Counsel, Office of Bar Counsel
This presentation will explore lawyers’ ethical duties with regard to using technology in their practice with substantial focus on the increasing use of generative artificial intelligence. Presenters will provide insight into various technological issues that lawyers face regardless of practice area and will provide practical tips for mitigating risks associated with technology use.
About the Workshop
Artificial Intelligence is transforming search engines, marketing, and client acquisition. But how can lawyers, law librarians, and legal professionals navigate the hype versus the reality?
In this interactive workshop, John McDougall (author of Content Marketing and SEO for Law Firms and Talk Marketing) and John Maher will go beyond the basics of AI tools. They’ll show you how to use AI responsibly while building long-term authority and visibility online.