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Posts by Caroline Genster

Director

Caroline is a Director at RebuttalPR, specializing in crafting impactful media strategies and amplifying thought leadership for clients navigating complex issues. With a background in crisis communications and media relations, Caroline helps individuals affected by...

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Phone home screen showing ChatGPT, Gemini, Claude, Perplexity, Copilot, Meta AI and Grok app icons, resting on a laptop keyboard

Firm Marketing

August 12th, 2026
3 minutes
Caroline Genster

SEO Chased an Algorithm. AI Search Rewards a Reputation.

For years, law firms poured marketing budget into SEO: optimized websites, keyword-stuffed blog posts, backlink schemes. The goal was to rank on Google. Google's algorithm changed constantly, and firms chased it. AI search doesn't work the same way, and the firms that figure that out first will own the next decade of visibility. AI rewards