How Lawyers Win Search In The Age Of ChatGPT | Jason Hennessey

If you’ve been hearing that SEO is dead, this episode is going to mess with your assumptions.

Because here’s the truth. The firms winning right now are not abandoning SEO. They’re doubling down on it. They’re just playing a very different game.

In this talk from the GLM Summit, Jason Hennessey pulls back the curtain on what’s actually working today. Not theory. Not guesses. Real strategies that are driving real cases. Including the kind of strategy that led one firm to invest over $100,000 a month in SEO… and why that bet paid off in a massive way.

But this isn’t just about big budgets.

Jason breaks down how ChatGPT and AI search are really choosing who shows up as “the best,” and why most lawyers are completely misunderstanding what’s happening behind the scenes.

You’ll hear:

• Why AI search still relies heavily on traditional SEO
• The concept of “topical authority” and why it’s becoming non-negotiable
• What separates firms that dominate search from those that disappear
• Simple, tactical things you can actually implement without a massive team

There’s a moment in this episode where you’ll probably realize that your current marketing strategy is either quietly working… or quietly failing.

Either way, you’ll know what to do next.

This is one you’ll want to listen to twice. And then hand off to whoever touches your marketing.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia.  He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field.  This podcast is his effort to share that passion with others.

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