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 worksHow large language models (LLMs) actually generate answersThe difference between answer engine optimization (AEO) and generative engine optimization (GEO)Why impressions now matter more than clicks in your SEO reportsHow zero-click searches are impacting traffic, but not necessarily revenueWhy authority is built through entities, not just keywordsHow schema and knowledge graphs influence AI visibilityThe role of backlinks and external authority in AI-driven searchWhy your website structure still matters more than everHow AI is changing user behavior and shortening the buyer journeyWhy warmer leads are coming from AI platforms like ChatGPTThe shift from general content to deeper, more specific expertiseHow to adapt your content strategy for AI-driven discoveryWhy inconsistent online presence can erase real-world authorityThe 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 Google02:00 How search behavior is actually changing04:00 Understanding LLMs and how AI generates answers06:00 Why SEO is no longer just about clicks08:00 Entities, knowledge graphs, and authority signals10:00 How schema connects your expertise across the web12:00 The role of backlinks and external validation14:00 Why SEO and AI optimization now work together15:30 Should law firms be worried about traffic drops?17:00 The shift from traffic to real business outcomes18:30 Google’s 2025 updates and the rise of AI overviews20:00 What zero-click searches actually mean22:00 Why click-through rates are dropping (and why that’s okay)24:00 AEO vs GEO and how AI platforms differ26:00 The risk of misinformation in AI-generated answers28:00 What metrics actually matter now30:00 Why your website experience matters more than ever32:00 How AI is creating warmer, more informed leads34:00 Adapting your intake and sales conversations36:00 Technical foundations, schema, and content structure38:00 Why surface-level content no longer works40:00 The power of specificity and deeper expertise42:00 When being contrarian can be a strategy44:00 Why consistency still wins in SEO and AI46:00 Final thoughts on authority, trust, and what comes nextResources:Atomic Habits by James ClearConnect with PeteInstagram: https://www.instagram.com/petejeveritt/LinkedIn: https://www.linkedin.com/in/petejeveritt/X: https://x.com/petejeveritt/Website: https://www.peteeveritt.comConnect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com