Episode Notes
Episode 591 of the Lawyerist Podcast explores one of the most urgent questions facing law firms today: how do you stay findable when Google and AI are rewriting the rules of search? SEO expert Cyrus Shepard explains how zero-click search, AI-generated answers, and new “experience” signals are transforming the way law firms must think about content, visibility, and online authority.
Cyrus and Stephanie discuss why informational blog posts no longer drive the traffic they once did, how to structure content so LLMs can “read” and reference it, and why brand signals now carry more weight than keywords. They also cover how to evaluate SEO vendors, what metrics matter in an AI-first world, and simple steps lawyers can take to establish trust and expertise online.
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- . Zero-Click & AI Overviews
- . Where New Firms Should Start
- . Metrics That Actually Matter
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Stephanie Everett
Stephanie Everett is the Chief Growth Officer and Lead Business Coach of Lawyerist. She is the co-author of the bestselling book The Small Firm Roadmap Revisited and co-host of the weekly Lawyerist Podcast.
Featured Guests
Cyrus Shepard
Cyrus founded Zyppy, a company providing custom SEO consulting services, software, SEO training, and community. With over a decade of experience in SEO, technical marketing, and software, Cyrus works to evangelize the power and benefits of good marketing through blogging, social media, and speaking. He specializes in running SEO experiments and the intricacies of search engine algorithms. His hobbies include running, pizza, and his 1991 Ford F150, which constantly needs repairing.
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Last updated December 3rd, 2025
