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Questionable Behavior: AEO is the Marketing Term You'll Need to Learn Next

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Just when you thought you had gained a perfectly acceptable understanding of SEO (search engine optimization), artificial intelligence comes in & screws everything up.     ( Again. )     You may have already noticed that more of your law firm clients are starting to find you  via  AI search overviews, or directly through generative AI products .   That’s  going to be happening  more and more  – even as some consumers will still rely on traditional search results (until those, too, are completed swallowed by generative AI-produced answers).   So, the upshot is that, for now: you still  have to   maintain  your SEO presence, while also figuring out how to appear in the ‘answer engines ’.     (Sigh.)     Basically, the  question is: How do you create content for AI?     The good news is that , if   you’re  an attorney,  you’re   probably  also   a ...
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Promises: All Partner Tracks Are Not Created Equal

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In most small  law  firms, partner tracks are  pretty much entirely   ad hoc  –  whereas  larger law firms  usually  have something of a formulation ( but , not always) .   That means that there are a lot of promises that get thrown out in small firms – many of which never come to fruition .   A common variation on this theme is an older partner telling a  younger  associate that said partner is just about ready to retire (5 years away, is a common trope), and will pass the f ir m over to the associate  then   – only, that never happens & the senior attorney keeps practicing and practicing and practicing  . . .     Now,  it’s  hard to find a party to blame here .   Most of th es e partners have the best intentions – they just really like practicing, and  don’t  have any kind of succession plan  that they can rely on  ( and,   maybe  wo...
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