TLOMA Marketing SIG - From SEO to AEO: How Law Firms Stay Visible in an AI-Driven Search World

Search has changed and not because SEO stopped working, but because artificial intelligence has changed how information is found, summarized, and trusted.

This program will explain how traditional SEO and emerging Answer Engine Optimization (AEO) work together for law firms today. Participants will learn how AI-driven search tools interpret content, why website performance alone no longer tells the full story, and how firms can build visibility, credibility, and trust across both search engines and AI platforms.

This session bridges foundational concepts with advanced insights, helping firms make informed decisions about SEO, AI, rankings, directories, and online presence — without chasing hype or guarantees.

Learning Outcomes

By the end of this session, participants will be able to:

• Understand the difference between SEO and AEO (Answer / Chat Engine Optimization)
• Identify where SEO and AEO work actually happens
• Evaluate claims around “guaranteed rankings” and AI visibility
• Recognize which credibility signals matter most for law firms
• Make smarter decisions about marketing investments in an AI-driven search environment

Ready to cut through the noise and make smarter decisions about your firm’s online visibility? Join us for this insightful event and get the clarity you need to move forward with confidence.

SPEAKER(S)

Marly Broudie

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