Lawyerist Podcast Surviving the Zero-Click Era: What Lawyers Must Know About SEO and AI, with Cyrus Shepard
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Dec 4, 2025 Cyrus Shepard, an SEO consultant with a rich background at Moz, dives into the transformation of online visibility in the age of AI and zero-click searches. He discusses how traditional blog posts are losing their impact and the need for law firms to focus on brand-building rather than keyword-centric content. Cyrus highlights the importance of structuring content for AI comprehension and leveraging external citations as trust signals. He offers insights on how to evaluate SEO vendors and emphasizes the need for firms to prioritize leads and conversions in their digital strategy.
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Zero-Click Search Is Rewriting Traffic Patterns
- AI summaries and Google’s AI overviews have reduced clicks to individual websites, changing search behavior toward zero-click experiences.
- This forces marketers to shift focus from pure informational content to broader brand presence and authority.
Put Your Brand Inside Informational Content
- Make your site content clearly identify your firm and its services so LLMs can reference your brand as a source.
- Embed your firm name and experience inside informational articles rather than producing purely generic content.
Chunk Content For LLM Readability
- Chunk content into small question-and-answer sections to make it readable by LLMs and search algorithms.
- Explicitly describe your process and experience in each section so AI and human raters see firsthand expertise.