The 80/20 Principle 313: The New Rules of SEO for Lawyers in the Age of AI (with Megan Hargroder)
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Aug 26, 2025 Megan Hargroder, founder of Legends Legal Marketing, specializes in connecting lawyers with clients through compelling websites. She discusses how AI is reshaping the legal SEO landscape, stressing that professionalism isn’t enough anymore. Instead, storytelling and trust-building are key to gaining visibility. Megan also reveals strategies for ethically ranking online, optimizing content for direct answers, and leveraging platforms like Reddit to engage prospective clients—transforming outdated marketing approaches into trust-driven success.
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AI Changes How People Find Lawyers
- AI and LLMs are reducing direct website traffic by answering queries without visiting sites.
- People still find you differently, so visibility now includes being discoverable in LLM outputs.
EEAT Still Rules Visibility
- EEAT (Experience, Expertise, Authority, Trust) remains the framework for visibility and has grown more important.
- LLMs factor biography and story-based content into trust and authority judgments.
Make Biography Pages Story-Driven
- Build a story-style biography page that shows experience and empathy, not just a resume.
- Write in simple, engaging language to convert visitors and signal trust to LLMs.
