Watch the YouTube version of this episode HERE

Google isn't disappearing, but it's no longer the only place potential clients are looking for lawyers.

In this episode of the Maximum Lawyer Podcast, Tyson Mutrux sits down with Vaidas Cikotas and Steve Williams of Rise Up Media to unpack one of the biggest shifts happening in legal marketing: the rise of AI-powered search. As more consumers turn to ChatGPT, Claude, Gemini, and other large language models for recommendations instead of traditional Google searches, law firms need to rethink how they build online authority.

Rather than chasing the latest AI buzzwords, Vaidas and Steve explain what actually matters. They break down the difference between SEO and Generative Engine Optimization (GEO), why consistency across every online platform is becoming essential, and how law firms can improve their chances of being recommended by AI tools. The conversation also includes a live experiment comparing results across ChatGPT, Claude, and Gemini, revealing just how differently each platform evaluates the same question.

If your firm is relying on the same marketing strategy it used a few years ago, this episode will help you understand what's changing and what you should do next.

What You'll Learn

• Why AI search is changing how prospective clients find law firms
• The difference between SEO, GEO, and why both matter
• Why consistency across your website, directories, and online profiles is now critical
• How attorney credentials, reviews, and case results influence AI recommendations
• What law firms should update today to improve AI visibility
• Why no marketing agency has completely "figured out" AI search yet
• How to avoid expensive AI marketing gimmicks and focus on what actually works

Highlights

• 00:00 – Why law firms are behind on the shift from Google search to AI search
• 05:15 – What Generative Engine Optimization (GEO) actually is and why content still matters
• 11:20 – The key differences between traditional SEO and optimizing for AI platforms
• 18:55 – The most common mistakes law firms make with their websites and online presence
• 25:30 – Live comparison: ChatGPT vs. Claude vs. Gemini recommendations for lawyers
• 37:20 – The seven-point GEO audit checklist every law firm should complete
• 43:35 – How to evaluate AI marketing companies and avoid buying into empty promises

Connect with Vaidas Cikotas and Steve Williams

Vaidas Cell - 704-953-7051

Steve Cell - 412-713-2764

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