Influencing the Algorithm: Brand Strategies for the AI Age
This forward-looking program gives criminal defense lawyers a critical advantage in an area that is rapidly reshaping client acquisition: how AI-driven search engines determine who gets seen—and who gets ignored. Drawing on insider experience from a former Google executive, the session demystifies how search has evolved from a “link engine” to an “answer engine,” where AI now controls what potential clients see first. For defense lawyers, the takeaway is clear: if you are not actively shaping your online presence, AI is doing it for you—and potentially getting it wrong.
You’ll learn a practical, step-by-step playbook for influencing how your firm appears in Google’s AI results, including how to structure website content to answer client questions, optimize your Google Business Profile for local visibility, and leverage reviews and third-party mentions to build authority. The program breaks down exactly where AI pulls its information from—and how to position your firm across those channels so you show up when prospective clients are searching for help. These strategies are immediately actionable and directly tied to increasing visibility, improving lead quality, and staying competitive in a crowded digital marketplace.
Equally important, this session equips you to use AI tools intelligently without undermining your credibility. You’ll see how to create high-quality, original content that avoids common pitfalls like generic AI-generated material that gets ignored by search algorithms. By the end, you’ll have a clear framework for building a stronger online presence, attracting more qualified clients, and ensuring your firm is accurately represented in an increasingly AI-driven legal landscape.
As Esquire Digital's Chief Operating Officer, Brad Wetherall is a recognized authority in local SEO and the intricacies of Google's search ecosystem. With over a decade of experience as a former Director of Operations at Google, Brad offers an unparalleled insider's perspective on maximizing online visibility for businesses, especially in the evolving landscape of AI-driven search. During his extensive tenure at Google, Brad directly managed operations for the Google Business Profile (formerly Google My Business) for over a decade, overseeing its interaction with Google Search and Google Maps. This hands-on experience means he truly understands the platform's capabilities and the best practices for optimizing a local online presence. He also held leadership roles across other major Google products, including Google Payments (Google Wallet), Google Shopping (Merchant Center), and Google Domains. A charismatic and sought-after public speaker, Brad shares his unique "behind the curtain" knowledge on critical topics such as influencing Google's algorithms, navigating Google Business Profile support, and adapting to the rise of AI in search. His presentations, including "Navigating the Minefield: Advanced Google Business Profile Issue Resolution for Agencies" and "Influencing the Algorithm, Brand Strategies for the AI Age," provide actionable strategies for businesses looking to thrive in today's digital environment. Brad's deep understanding of Google's operations and his passion for helping businesses succeed make him an exceptional partner for law firms aiming to dominate their local markets and future-proof their digital strategies.
