The Legal SEO and AI Stack We Actually Use

A Practical One-Hour Tour of an Integrated Legal Marketing Workflow

Format: Online Only; the program will be recorded.

Faculty

• John McDougall, Founder and CEO, McDougall Interactive
• John Maher, Director of Multimedia and Digital Marketing, McDougall Interactive

Law firms evaluating SEO and artificial intelligence tools need a clear understanding of what each platform does and how the pieces connect. This program will map the stack, walk through a representative workflow, and explain how human review helps keep AI-assisted legal marketing accurate and effective.

Join John McDougall and John Maher for a practical tour of the tools they use in their work with law firms.

Tools covered will include:

SEO & Discovery Tools

• Semrush: Analyzes competitor traffic, keywords, and backlink profiles.
• Screaming Frog: Crawls websites to identify technical SEO issues.
• Google Search Console: Tracks organic search performance and indexing status.
• Google Analytics 4: Measures website user behavior and engagement.
• Google Business Profile: Helps manage local search visibility and map listings.

Audio & Video Production

• Riverside: Records high-quality remote video and audio interviews.
• Audacity: Provides free audio editing and mixing tools.
• OpusClip: Turns long-form videos into short clips.
• Adobe Premiere Pro: Provides advanced video editing tools.
• CapCut: Offers mobile-friendly video editing and templates.

Artificial Intelligence Assistants

• ChatGPT / Codex: Helps automate multi-step marketing workflows.
• Gemini: Supports search-intent research, entity mapping, and search results analysis.
• Claude: Assists with design and copywriting.

The presenters will explain how these tools fit into a working agency stack, with selected live demonstrations.

Attorneys and marketers with limited SEO or AI experience will learn how to use data from essential SEO tools to build a practical AI-assisted SEO strategy. 

Program scope: This session is an overview and decision guide. It will not cover account setup or provide step-by-step training in every platform.

What Attendees Will Learn

• Identify the key tools SEO agencies use and how to choose the right stack for your firm.
• Follow a sample workflow from technical SEO auditing, keyword research, and competitor analysis to a prioritized, attorney-reviewed editorial calendar.
• Understand the uses and limitations of key SEO and content marketing tools, including Google Search Console, Google Analytics 4, and Google Business Profile.
• Recognize where tools overlap and what to consider before adding another subscription.

No prior experience with the featured platforms is required. Questions are encouraged.