The New Rules of Search: AI, Google & Law Firm Visibility with Brad Wetherall

Brad Wetherall spent more than a decade inside Google, helping lead operations across Google Business Profile, Search, Maps, Google Wallet, Google Domains, and Merchant Center. Today, as Chief Operating Officer of Esquire Digital, he brings that perspective to law firms navigating the shift from traditional search to AI-driven discovery. In this episode of Legal Keys, Tim Sawyer sits down with Brad to unpack how Google actually works, what law firms often misunderstand about search, and why the strategies that worked five or ten years ago may no longer be enough. Brad breaks down how AI is reshaping search — from SEO and Google Business Profile to reviews, content, reputation, and brand authority — and shares the areas firms should prioritize to stay visible as search continues to evolve. WHAT WE COVER: What Brad learned from more than a decade inside Google How AI is changing the traditional search experience What law firms should prioritize to improve visibility Why original, human-driven content matters more than volume The role of Google Business Profile, reviews, and reputation Why brand mentions and PR are becoming more important How Esquire Digital approaches modern law firm marketing CONNECT WITH BRAD WETHERALL & ESQUIRE DIGITAL: Website:http://esquiredigital.com/ LinkedIn:  / esquire-digital-marketing   YouTube:   / @esquiredigital   Instagram:  / esquire.digital   Facebook:  / esquiredigitalmarketing   Connect with Brad:  / bradwetherall   Free Download:https://www.esquiredigital.com/get-a-... Buy Brad’s Book:https://a.co/d/09jmu7A6