Search Rankings and AI Answers: What Your Law Firm Needs to Show Up and Be Visible
About the Webinar:
The way clients discover legal expertise is evolving rapidly. Search engines and AI-powered tools like ChatGPT, Gemini, Google AI Overviews, and Perplexity are fundamentally changing how your firm's brand is surfaced, referenced, and recognized by potential clients, referral sources, and the media.
Legal marketers who've invested heavily in traditional SEO are now asking: Is our firm visible where it matters most? While many firms have mastered Google rankings, far fewer have adapted their strategies for the AI-first search landscape that's reshaping brand discovery in 2025.
The challenge isn't choosing between SEO and AIO (AI Optimization)—it's understanding how to build brand visibility and authority across both. Firms that adapt now will own mindshare in their practice areas. Those who wait risk falling behind and becoming invisible in the channels that increasingly shape perceptions of legal expertise.
With search behavior shifting toward conversational AI tools and traditional search engines deploying AI-generated answers, your visibility strategy must evolve, or your brand awareness will suffer.
How do you optimize for AI without abandoning SEO fundamentals? What does it actually take to show up in AI-generated responses? How are peer marketing leaders adjusting to this transition?
During this insightful panel discussion, G2BS legal marketing leaders and industry SEO experts from Birdeye shared real-world strategies for navigating the new search landscape. They cover:
- How the search landscape has evolved and what it means for legal brand visibility
- The relationship between traditional SEO and emerging AIO strategies
- What metrics actually matter when measuring search visibility success
- How to adapt your content strategy for both search engines and AI tools
- Real challenges marketing leaders face when implementing AIO alongside SEO
- How to build internal buy-in for evolving your search visibility approach
- What's working now for law firms investing in comprehensive visibility strategies
- Practical next steps you can take regardless of where you are in your journey
- And much more...
Meet The Speakers
Moderator
Zach Laroche
Zach Laroche is the Director of Strategic Growth and SEO/AIO at Good2bSocial, where he helps law firms and legal organizations strengthen their digital presence and achieve business development goals. At Good2bSocial, his focus is simple: put clients first and do the hard work needed to deliver results that matter.
A Massachusetts native, Zach holds a BSBA in Marketing from American International College and has spent nearly a decade in digital advertising and business development. Known for rolling up his sleeves and exceeding expectations, he believes success comes not just from smart strategy but also from consistent effort and follow-through.
Previously, Zach served as Director of Business Development at Big Voodoo Interactive, where he specialized in the legal category with an emphasis on personal injury—Google’s most competitive vertical. There, he developed growth strategies and managed client relationships, leading SEO efforts that achieved dominance across many of the nation’s top DMAs. He later joined Nexstar Media as a Multi-Platform Account Executive, building full-funnel advertising campaigns for industries including nonprofit, home services, and life services—consistently surpassing business goals.
Zach also led and trained a team of national sales representatives at Law.com | Lawyerpages, driving growth through long-term subscription partnerships with law firms. This authority-building product was directly tied to SEO through Law.com’s network of legal publications. In addition, he contributed to the launch and growth of Sherloq Inc., an AI-powered lead analysis software, working directly with enterprise clients to shape adoption and performance.
Outside the office, Zach’s happiest moments are with his family and two German Shorthaired Pointers. He also enjoys trail running, playing softball, working on projects around the house, and cheering on his favorite New England teams. Go Sox!
Panelists
Avtar Madan
Global Director of SEO, Birdeye
He leads SEO and Local SEO programs that help multi-location brands stay visible across Google and AI answer engines. With 20+ years across the digital ecosystem, he began his career during the early wave of digital transformation. He holds an MBA from IIM Kozhikode.
Spencer Shaak
SEO/AI Advisor, Good2bSocial
Spencer is a seasoned SEO expert with over a decade of experience in digital marketing, specializing in search engine optimization, content strategy, and technical SEO. He leads initiatives to optimize content for inclusion in AI-generated search results, leveraging prompt-driven strategies, structured data, and natural language alignment to enhance visibility across platforms like Google, ChatGPT, and Perplexity.
As Senior SEO Manager at Agency Elevation, he led a team responsible for client onboarding, keyword research, and site optimizations, driving sustained organic growth. Spencer’s background includes key roles at YDOP and Exo Imaging, where he developed and executed SEO strategies that significantly enhanced site visibility, lead generation, and user experience. Passionate about staying ahead of evolving search engine trends, Spencer is dedicated to optimizing digital experiences and mentoring teams to maximize SEO performance.
Hosts
Belinda DiGiambattista
Chief Executive Officer, Good2bSocial
Keith Edwards
President and Chief Business Development Officer, Good2bSocial
Keith Edwards is the President and Chief Business Development Officer of Good2bSocial, where he helps law firms and legal organizations exceed their business development and marketing goals. At Good2bSocial, the mission is clear and simple: leverage deep industry knowledge and digital marketing expertise to deliver exceptional results for clients in the legal industry.
An experienced leader in the media and advertising industry, Keith has spent more than two decades helping companies expand their business development functions and unlock new opportunities.
Previously, Keith served as Vice President, Legal Market Leader for ALM Media for more than six years, where he oversaw marketing services across 20 of the company’s legal media brands, including Law.com, The American Lawyer, Corporate Counsel, and The New York Law Journal. Under his leadership, ALM’s media solutions spanned digital, custom content, audience extension, social, podcasts, and print, reaching nearly 2 million legal professionals.
Before ALM, Keith was Vice President of Advertising at The Business Journals, managing national sales operations in New York and serving a business community of 13 million owners and executives across 43 markets. Earlier, he held roles in national sales, sales development, and research, offering integrated solutions across financial services, technology, travel, automotive, and luxury categories. He also holds a certification in Digital Media Sales from the Interactive Advertising Bureau.A native of Tulsa, Oklahoma, Keith received a BA in Journalism from the University of Oklahoma, where he now serves as chair of the Board of Visitors for the Gaylord College of Journalism. In his spare time, Keith volunteers as a CASA Caseworker, advocating for children in the foster care system.
About Good2bSocial
Good2bSocial is a premier digital marketing agency that works with law firms, legal marketers, services firms and associations in the legal industry to help them understand and leverage the power of digital marketing. By combining our unmatched industry experience with the latest technology we are able to deliver and execute measurable marketing and business development strategies. Good2bSocial offers a full suite of digital marketing services including high-impact content marketing, PPC, SEO, paid social, email marketing, marketing automation, website/microsite development, social media management and training. Additionally, we are a platinum HubSpot partner and help clients implement and service their HubSpot CRM systems finding the intersection between technology, digital marketing, and sales growth.
