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Podcast Episode 187: Will AI Kill SEO?

by Natalie Moe • March 24th, 2023 • Uncategorized | Podcast

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Julie Lorson to discuss the topic of Artifical Intelligence (AI) and its impact on search engine optimization (SEO). Julie has been working in SEO for over 15 years. For the past 6, she has focused on SEO specifically for law firms Over the course of her career, she has learned the many nuances that it takes to make websites rank in the top positions in Google.

1. Is AI Going To Kill SEO?

AI is going to help SEO, and those who work in the SEO industry in a lot of ways. AI is going to be a valuable tool that professionals will use and leverage. Julie does not believe that it will replace individuals completely, because it still requires human thinking to come up with overall creative strategy, whereas people can leverage AI to provide others with meaningful data. Individuals still need a thought process to interpret data in a meaningful way that makes perfect sense.

2. How Can AI and SEO Coexist?

AI can be a very valuable tool; it can provide us with things such as keywords, keyword clusters, and common answers to questions. People can get a sense of what and how other places, people, and businesses are optimizing their content. AI helps us understand the key elements and an overview on web pages that are ranking. However, what it can’t do is customize that content to each particular business or law firm. One thing that will always be the case when it comes to Google is providing high quality, helpful, people-first content. AI is not people’s first content, It is aggregated content. AI takes elements from its database and presents it to us; it’s up to content writers and SEO professionals to take all that information that AI is providing us, and then take our clients about what we call E-E-A-T and incorporate that into the content. It is crucial to talk to your clients personally and say, what is your expertise? What is your experience? What is your authority? How trustworthy are you? From those questions, you then need to combine the data that AI is giving to help create a reliable people first content. AI is used to get the baseline data, but then take what we know from our clients and our businesses that we’re representing, and apply that to the base that AI is giving us.

3. What Is the Term E-E-A-T?

​​Expertise, Experience, Authoritativeness and Trustworthiness. Expertise is based on your area of practice or industry knowledge. Experience is based on the cases, verdicts, and settlements you have worked on. Authoritativeness refers to your authority over a specific topic and trustworthiness is based on third party reviews and awards from legal directories. Your E-E-A-T is the combination of expertise, experience, trustworthiness, and credibility.

4. Should You Rely On ChatGPT to Create Content For You?

ChatGPT does not have the capability of creating people-first content, as it only pulls from its own database and does not have a way of crawling. This means that if a new law is passed that changes the landscape of a law firm, ChatGPT is not going to have that information immediately available. Additionally, the timeliness of ChatGPT cannot keep up with the content writers, so it is likely to run into duplicate content issues. However, keyword clusters and content outlines can be used to guide the content writing process.


AI is just aggregating data from a bunch of different sources within its database. It’s not given a whole bunch of new info. If you want it to write the content for you, you yourself have to give it the new info and have very specific inputs. The future of SEO is destined to change with the introduction of new technologies.

You can find Julie Lorson on Linkedin and the Good2bSocial Website. 

Check out our newest ebook, The Law Firm Guide to Digital Marketing Analytics here.


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