What if AI isn’t replacing Google… but quietly rewriting how your clients find you?

In this episode of Counsel Cast, Karin Conroy sits down with returning guest Pete Everitt, digital strategist and SEO expert, to unpack what’s actually happening in search right now. With AI overviews, zero-click searches, and tools like ChatGPT reshaping user behavior, many law firms are watching their traffic drop and wondering what it means for their business.

Pete brings clarity to the chaos. This conversation breaks down why AI isn’t killing SEO, but evolving it, how large language models actually work, and what law firms need to focus on if they want to stay visible, relevant, and competitive in this new landscape.

From entity-based search and knowledge graphs to the shift from clicks to impressions, this episode reframes what success looks like in modern legal marketing. And more importantly, what actually drives growth.

If you’re trying to understand what matters now, and what to ignore, this is your roadmap.

📌 You’ll learn:

• Why AI is not replacing Google, but changing how search works
• How large language models (LLMs) actually generate answers
• The difference between answer engine optimization (AEO) and generative engine optimization (GEO)
• Why impressions now matter more than clicks in your SEO reports
• How zero-click searches are impacting traffic, but not necessarily revenue
• Why authority is built through entities, not just keywords
• How schema and knowledge graphs influence AI visibility
• The role of backlinks and external authority in AI-driven search
• Why your website structure still matters more than ever
• How AI is changing user behavior and shortening the buyer journey
• Why warmer leads are coming from AI platforms like ChatGPT
• The shift from general content to deeper, more specific expertise
• How to adapt your content strategy for AI-driven discovery
• Why inconsistent online presence can erase real-world authority
• The one metric that matters more than rankings or traffic

💡 Featuring:

• Karin and Pete break down how AI is reshaping search, what law firms are getting wrong, and how to adapt your strategy without overreacting to every algorithm shift.

Karin and Pete give listeners actionable tips on:

• 00:00 Why AI isn’t replacing Google
• 02:00 How search behavior is actually changing
• 04:00 Understanding LLMs and how AI generates answers
• 06:00 Why SEO is no longer just about clicks
• 08:00 Entities, knowledge graphs, and authority signals
• 10:00 How schema connects your expertise across the web
• 12:00 The role of backlinks and external validation
• 14:00 Why SEO and AI optimization now work together
• 15:30 Should law firms be worried about traffic drops?
• 17:00 The shift from traffic to real business outcomes
• 18:30 Google’s 2025 updates and the rise of AI overviews
• 20:00 What zero-click searches actually mean
• 22:00 Why click-through rates are dropping (and why that’s okay)
• 24:00 AEO vs GEO and how AI platforms differ
• 26:00 The risk of misinformation in AI-generated answers
• 28:00 What metrics actually matter now
• 30:00 Why your website experience matters more than ever
• 32:00 How AI is creating warmer, more informed leads
• 34:00 Adapting your intake and sales conversations
• 36:00 Technical foundations, schema, and content structure
• 38:00 Why surface-level content no longer works
• 40:00 The power of specificity and deeper expertise
• 42:00 When being contrarian can be a strategy
• 44:00 Why consistency still wins in SEO and AI
• 46:00 Final thoughts on authority, trust, and what comes next

Resources:

• Atomic Habits by James Clear

Connect with Pete

• Instagram: https://www.instagram.com/petejeveritt/
• LinkedIn: https://www.linkedin.com/in/petejeveritt/
• X: https://x.com/petejeveritt/
• Website: https://www.peteeveritt.com

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• https://conroycreativecounsel.com