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Articles
Artificial Intelligence
It’s All About The Information Gain in 2026 For Law Firms Learning AI Search
The question isn’t whether AI is changing how potential clients find attorneys. That’s already settled. The real question is whether your firm’s content is built in a way that earns a place in the answers these systems generate.
More than half of U.S. adults now report using AI assistants for search, and as of March 2026 nearly 65% of searches end without a click to any website.
When someone asks ChatGPT, Perplexity, or Google’s AI Overviews for the best DUI attorney in their city, or what to do after a car accident, an AI system synthesizes an answer and decides whose expertise it cites.
Ryan Pitcheralle
March 12, 2026
Full-Scale Marketing
Case Study: Scaling a Solo Law Practice into a Statewide Firm
Gelman Law is a prime example of how a long-term, strategic digital marketing partnership can drive real-world business growth. By aligning our marketing strategy with David Gelman's evolving vision, our collaborative approach helped turn his ambition of building a statewide legal powerhouse into reality.
Esquire Digital
March 9, 2026
Artificial Intelligence
Why Substack Goes Beyond the Pitch as the Missing Link in Your Law Firm’s AI and PR Strategy
The legal PR landscape is shifting. In an era dominated by shrinking newsrooms and emerging AI search engines, "owned media" authority isn't just a luxury… It's a necessity.
Ryan Pitcheralle
February 20, 2026
Artificial Intelligence
How ChatGPT Now Finds and Recommends Law Firms
The launch of ChatGPT Search in October 2024 fundamentally changed how the platform processes local business queries, including searches for attorneys.
Ryan Pitcheralle
February 6, 2026
Artificial Intelligence
Why Law Firms Need to Think Differently About Bot Management in 2026
Bot management used to be a relatively contained problem for law firm websites. A small number of well-understood search engine crawlers, a handful of bad actors, and some fairly blunt controls in your robots.txt file were usually enough. That approach no longer works.
Ryan Pitcheralle
February 5, 2026
Artificial Intelligence
The Year of the Agent is Here, What That Means for Law Firms
For most of the web’s history, the assumption was simple. Humans browse, websites respond. Search engines mediated discovery, but the interaction itself was always human-to-site. A potential client searched for a lawyer, clicked through to your website, read your content, and decide whether to contact you.
Ryan Pitcheralle
February 3, 2026
Artificial Intelligence
AI-Powered Answer Engines Are Here: What Law Firms Need to Know About the New Search Landscape
AI-powered answer engines like ChatGPT, Perplexity, and Google’s Gemini are fundamentally changing how potential clients find legal help. Instead of scrolling through pages of search results and clicking through to attorney websites, users are now getting instant, synthesized answers, and AI decides which law firms get mentioned.
Ryan Pitcheralle
February 2, 2026
Public Relations
Case Study: Inside Story of Anapol Weiss’s Roblox Litigation PR Campaign
Esquire Digital’s PR team worked with Anapol Weiss, a Philadelphia-based plaintiffs’ law firm, to design and execute a high-impact communications campaign around lawsuits against Roblox and Discord. These lawsuits, filed on behalf of children exploited by predators, attracted national and international media attention, increasing the firm's exposure and reinforcing its reputation as a foremost voice in child protection lawsuits.
Samantha Kessler, J.D.
December 15, 2025
Design
Case Study: A Fresh New Digital Presence for a Trusted Brooklyn Attorney
When Brooklyn attorney Roger Victor Archibald, PLLC came to us, he already had a strong reputation in criminal defense, civil rights, and police brutality cases, but his website didn’t reflect that. Rather than highlighting his professionalism and years of experience, the site felt outdated and impersonal.
Heather Pinheiro
November 28, 2025
Artificial Intelligence
AI ‘Search Everywhere Optimization’ for Lawyers
Today, your prospective clients aren’t just typing keywords into a search bar. They’re talking to AI, a reality that’s shaping how lawyers attract the attention of their next clients. With Google’s AI Mode, ChatGPT, Perplexity, and voice assistants like Alexa and Siri commanding a larger share of legal-related searches than ever before, it is becoming increasingly critical to gain visibility and authority in AI-powered searches.
Ryan Pitcheralle
August 25, 2025
Google Business Profiles
Google Is Testing a New AI Chat Support Button. What Does it Mean for Your GBP?
It takes a lot of work to manage your Google Business Profile. Between creating and publishing posts, responding to reviews, and updating new business information, you’re bound to run into a problem now and again that requires assistance. Currently, you have to create a support ticket. However, I’ve noticed Google testing an AI chat support option to help users find resolutions to their GBP-related problems.
Brad Wetherall
August 18, 2025
Google Business Profiles
Make Managing Your Google Business Profile Easier With These Top 3 Local SEO Tools
There are a lot of Google Business Profile (GBP) optimization tools out there and as the former Director of Operations at Google and now, the Chief Operating Officer of Esquire Digital, I’d like to highlight the ones that I use. Today, I’m sharing the top three local SEO tools I recommend. No gatekeeping here. Let’s jump in.
Brad Wetherall
August 7, 2025
SEO
How Google’s AI Mode Is Changing Local SEO in 2025: Insights From Brad Wetherall
In this article, Brad Wetherall explores how Google’s AI Mode is reshaping local SEO strategies in 2025. Unlike traditional search results that list clickable web pages, AI Mode provides users with consolidated overviews, pulling together key insights from both websites and Google Business Profiles (GBP).
Brad Wetherall
July 29, 2025
Google Business Profiles
Behind the Curtain: What Google Won’t Tell You About GBP Support
In many ways, a Google Business Profile (GBP) is the heartbeat of SEO, especially today, when Google AI Mode is prioritizing them over traditional website links. But we can all agree: managing it can be a headache at times.
Brad Wetherall
July 17, 2025
Google Business Profiles
Is Google Testing a Full-Page Business Profile Layout? Here’s What We Know So Far
There appears to be a new layout for Google Business Profile (GBP) and it could be a game changer for businesses nationwide. In years past, GBPs have shown up on the right side of the search engine results page, or SERP. But now, it seems that Google is quietly testing full-width business profiles, especially when someone searches for a business by name.
Brad Wetherall
July 7, 2025