How AI Search Is Reshaping Law Firm SEO — and What To Do About It with Michael Buckbee

In this episode, Michael Buckbee, co-founder of Knowatoa, discusses how AI search is reshaping the landscape of SEO for law firms. 

The conversation delves into the basics of AI search, particularly focusing on Google's AI overviews, and the impact on search queries and SEO strategies. Michael explains the importance of understanding AI, chat, and traditional search volumes and offers practical advice on adapting to these changes.

The episode introduces the 'Biscuit Framework' for SEO strategies and the significance of brand presence in AI searches. The discussion also touches on future trends in AI, content ownership, and the importance of human touch in content creation. 

Mike gives listeners actionable tips on:

• 00:00 Introduction to AI Search and Its Impact
• 01:30 Understanding AI Overviews in Google Search
• 03:32 The Rise of Click-Free Answers
• 05:06 Defining AI, Chat, and Traditional Search Volumes
• 07:02 Introducing the Biscuit Framework
• 08:35 Ensuring Accurate Brand Knowledge
• 13:07 Repetition vs. Traditional SEO Strategies
• 14:25 The Role of Bots and Indexing in AI Search
• 21:21 Local and E-commerce Search Considerations
• 22:33 The Changing Landscape of Search Journeys
• 22:52 The Evolution of Content Strategy
• 23:30 HubSpot's SEO Case Study
• 25:35 Legal Challenges with AI Content
• 28:58 Human vs AI Content Creation
• 32:43 AI's Impact on Software Development
• 35:26 Future of AI in Legal Firms
• 40:40 Book Recommendation: Deploy Empathy

Resources mentioned in this episode:

• Deploy Empathy by Michele Hansen

Connect with Mike:

• X: https://x.com/mbuckbee
• LinkedIn: https://www.linkedin.com/in/michaelbuckbee/ 
• https://knowatoa.com 

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