Is SEO Dead? How AI Is Changing Search – Law.com

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The use and adoption of generative AI is rapidly evolving, and this shift is transforming how we think about search engine optimization (SEO). Traditional SEO techniques, which were once the solution to online success, are now facing challenges as artificial intelligence (AI) advances at a pace almost faster than we can keep up. The old days of depending on keyword stuffing and building back links to get noticed in search results are over. We’re now entering a new world where Large Language Models (LLMs) are not just tools but are leading the way we interact with data.
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Change isn’t coming — it’s already here. In nearly every corner of business, and particularly in the legal industry, the pace of innovation is accelerating. Marketing and public relations professionals in law firms or those targeting legal clients are standing at a critical crossroads: either resist the wave of change or ride it forward with purpose, agility and creativity.
The combined firm name will be McDermott Will & Schulte, with the merger closing by Aug. 1.
While replacing problematic words may seem minor compared with other law firm actions, it’s a high-stakes environment.
Startup legal tech companies like Darrow and Rain Intelligence are using artificial intelligence tools to scour the Internet to come up with new class actions.
The concept of “The Matrix” has existed for decades in professional services firms, though it represents a relatively new framework within the legal industry. This powerful approach to understanding organizational capabilities and client relationships offers law firms a strategic advantage in today’s competitive marketplace.
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