Lawyerist Podcast Smarter Law Firm Marketing: AI Tools That Actually Work, with FirmPilot
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Sep 30, 2025 Jake Soffer, CEO of FirmPilot, is a visionary in artificial intelligence and machine learning, helping law firms revolutionize their marketing strategies. He explains how AI can enhance SEO, moving beyond traditional methods to embrace AEO (AI Engine Optimization). Jake emphasizes creating concise, answer-first content to appeal to AI algorithms. He shares insights on conducting effective AI experiments and the importance of adapting fundamental marketing principles. This conversation unveils smart, data-driven tactics for law firms looking to thrive in a changing landscape.
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Data-Driven Win For A Small Firm
- Jake used transformer models to vectorize high-ranking competitor content and grade relevancy to guide content creation.
- His brother's Miami PI firm then ranked #1 for a target keyword within months using that process.
LLMs Predict, They Don’t Understand
- Large language models predict tokens based on training corpora rather than 'understanding' or true reasoning.
- That means vanilla ChatGPT outputs are unreliable for SEO without additional structure or validation.
Orchestrate Multi-Step AI Workflows
- Build multi-step agent workflows that perform focused tasks like competitive research, schema review, and formatting before generating content.
- Filter outputs through those specialized steps to produce SEO-ready final content instead of one-shot LLM prompts.