161: The Ai and ABCs of SEO for Law Firms with Jay Berkowitz

Ten Golden Rules Internet Marketing for Law Firms Podcast

Most lawyers don’t realize they’re practically invisible on Google and it’s costing them clients.

In this webinar, I break down the Ai and ABCs of SEO, Artificial Intelligence - or Ai for SEO is often called AEO and the core ABCs of SEO - Architecture, Backlinks, and Content are still they key strategic ways to get listed in Google Organic SEO searches. I’ll show you why Architecture of your website, things like site speed, clean code, and ADA compliance matter, how to build the right backlinks without toxic links dragging you down, and how to create content that answers the questions clients are actually asking. You’ll also see how Google Maps and Answer Engine Optimization are changing the rules, and the simple steps you can take today to stay ahead.

Key Topics

01:38 – Why AI Overviews now appear in 30% of Google searches and what it means for law firms

03:49 – The A of SEO: Architecture—why fast, mobile-friendly sites are non-negotiable

08:27 – Why page speed, mobile tests, and site maps directly affect your Google ranking

12:44 – How clean code, schema, and ADA compliance give Google what it wants

19:38 – The B of SEO: Backlinks—how links built Google’s dominance and why they still matter

22:03 – Spotting toxic backlinks and using disavows to protect your site

24:10 – Creative backlink strategies—PR articles, scholarships, and industry directories

26:15 – The C of SEO: Content—why answering real client questions drives rankings

27:46 – Tools like AnswerThePublic and receptionist “question logs” for content ideas

28:15 – Google Maps SEO—optimizing your profile, reviews, and local consistency (NAP)

34:01 – Why multi-location strategies help firms dominate maps and LSAs

34:47 – Answer Engine Optimization (AEO)—how AI search is reshaping results

37:38 – The search cycle—when AI answers show up vs. where SEO still wins

40:15 – Repurposing one video into blogs, maps, social, and AEO content

45:55 – Advanced strategies—schema stacking, proprietary data, and authority content

47:15 – Final takeaways and Q&A on common SEO mistakes, priorities, and AI balance

Resources Mentioned

• Download our Handbook The Ten Hottest Trends for Law Firms - https://www.tengoldenrules.com/hottrends

Books

• The 10 Golden Rules of Online Marketing by Jay Berkowitz -https://a.co/d/fjcfBpF
• 10 Free Strategies of Internet Marketing by Jay Berkowitz - https://a.co/d/iISJV56
• Matt The Intern’s Guide to Digital Marketing by Matthew Klimek and Jay Berkowitz - https://a.co/d/bF5MuKL
• Advanced Internet Marketing for Law Firms by Jay Berkowitz- https://a.co/d/d5jvwdu

Technology/Software

• Google PageSpeed Insights – https://pagespeed.web.dev/
• Google Analytics – https://analytics.google.com/
• Google Search Console – https://search.google.com/search-console
• WordPress – https://wordpress.org/
• Yoast SEO Plugin – https://yoast.com/wordpress/plugins/seo/
• All in One SEO – https://aioseo.com/
• Elementor – https://elementor.com/
• SEMrush – https://www.semrush.com/
• Ahrefs – https://ahrefs.com/
• AnswerThePublic – https://answerthepublic.com/
• BirdEye – https://birdeye.com/
• Podium – https://www.podium.com/

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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