Most firms are still fighting for attention the same way they always have. Meanwhile, discovery is changing fast. Recorded live at PIMCON 2025, this special bonus episode features Chris Dreyer’s non-negotiables for showing up in search as AI-driven discovery accelerates. Drawing on data from working with more than 200 PI firms, Chris breaks down where visibility actually comes from today—and which fundamentals will decide who gets discovered and who gets left behind.

You’ll learn:

Where AI tools actually pull their information from when ranking lawyers
Why Google, Reddit, and Wikipedia now matter more than most firms realize
Which legal directories are referenced most often—and which ones aren’t
Why reviews, content, and links still determine discovery across every platform
What firms need to do now as AI overviews and search behavior continue to shift

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