Answer first, click never: The new rules of AI content and search, featured in Daily Journal

An op-ed published in the Daily Journal, Los Angeles, features insights from Jennifer O'Donnell, the firm’s Chief Marketing and Business Development Officer, regarding how AI is transforming online search and its implications for law firms. O'Donnell explores how the rapid evolution of the digital landscape requires law firms to adapt their content strategies to remain visible to prospective clients.

"As the digital landscape rapidly evolves, law firms that ignore how AI is transforming online search risk becoming invisible to prospective clients," writes O'Donnell. "AI-powered search doesn't diminish the value of thought leadership — it amplifies it exponentially! It's all about understanding this new development and adjusting your strategy accordingly."

The article highlights how AI-powered search is creating a "zero-click" environment where 65% of Google searches conclude without a single click to an external website. This shift demands that law firms create content that answers questions before they're asked and positions their expertise within AI-generated responses.

"The most successful legal thought leaders are already adapting their content strategy for this AI-first world. They're structuring their insights to mimic AI's 'answer-first architecture,' leading with clear solutions, then providing legal reasoning and context," writes O'Donnell. "Rather than battle the changes AI is driving, the next decade's most successful legal thought leaders will be those who use these changes to their advantage."

Read the op-ed in full, click here (subscriber-based).