When Clients Ask ChatGPT Who to Hire, Will It Recommend YOU? With Erica Glessing on the Practice Playbook Podcast #477
When someone asks AI to recommend a professional with your expertise, does your name come up? More and more, attorneys looking for a mediator for a complex commercial dispute, business owners searching for an arbitrator, and potential clients trying to find the right lawyer are turning to ChatGPT for answers. And if your name doesn’t come up, what can you do about it? Susan Guthrie welcomes Erica Glessing, an expert in SEO and Generative Engine Optimization, or GEO. Erica helps professionals get discovered not just through Google, but through AI platforms like ChatGPT, Gemini, and Perplexity. Together, they explore a major shift in how clients and referral sources find lawyers, mediators, arbitrators, and other professionals. They also look at why the work you have done to build your reputation may not be enough to make sure you are found in this new world. Erica shares practical strategies for making your expertise more visible to AI. These range from telling stories instead of making “I’m the best” claims to sitting down with your favorite AI tool and teaching it what you want to be known for. The good news is that you may have more influence than you realize. That goes for whether AI recommends you, and also for the kinds of clients, cases, and referrals it connects with you. What You'll Learn Why your reputation and your AI visibility are not necessarily the same thing, and why your digital footprint matters more than ever How GEO works by reverse engineering the questions people ask, so AI can clearly connect your answers to your expertise Where AI pulls its information from, including Google, LinkedIn, Quora, Reddit, books, and podcast interviews from years ago Why sharing stories and outcomes works better than “number one” claims, and helps you avoid feeling salesy How to get found for the right work by matching the stories you share to the clients and cases you actually enjoy A simple five-minute exercise for asking ChatGPT how it describes your practice, and gently filling in what is missing Why shaping your visibility is about rerouting, not perfection, as you and your practice change over time About Our Guest Erica Glessing is an SEO and GEO expert who helps businesses get found-not only on Google, but increasingly in Al tools like ChatGPT, Gemini, and Perplexity. With a background as a California education news reporter, publisher, and longtime digital marketing expert, Erica brings a unique mix of storytelling, search strategy, and visibility expertise to her work. Through SEO for Lead Gen, she helps businesses-especially professionals, attorneys, and education businesses-strengthen their online presence and become more visible to both people and Al. Erica is also a third-generation publisher who has helped hundreds of authors become #1 bestsellers. Her specialty is making complex visibility strategies practical, approachable, and-true to her personality-a lot more fun. Website: http://seoforleadgen.com LinkedIn: http://linkedin.com/in/EricaGlessing FREE GIFT FROM ERICA: Complimentary AI Visibility Scan Erica is offering Practice Playbook listeners a free AEO, SEO, and GEO visibility scan. It comes with three personalized recommendations of practical steps you can take to improve your visibility. To request yours, email happypublishing@gmail.com and include: Your name Your practice focus Your best website URL Bonus: your LinkedIn, Instagram, and Facebook links FREE MASTERCLASS: How to Implement Flat-Fee and Value-Based Billing Without Losing Revenue or Working More Hours What happens when AI makes your work faster, but your hourly billing model makes you less money? It's time to rethink how you charge for your expertise. Join bestselling author, legal innovation strategist, and practice-building consultant Susan Guthrie for a free, 30-minute implementation masterclass designed for lawyers and dispute resolution professionals. You'll learn how to: Calculate your minimum profitable fee. Design a three-tier service menu that gives clients clear choices. Establish practical scope protections to reduce unpaid work. Less theory. More implementation. A smarter approach to profitability. Reserve your free seat: https://susaneguthrie.com/webinar Ready to Build the Practice You Actually Want? Join The Practice Accelerator Great ideas don't grow your practice. Implementation does. You know your practice could be more profitable, efficient, and sustainable. But between serving clients, managing your business, and keeping up with a changing professional landscape, when are you supposed to make those improvements happen? That's where The Practice Accelerator comes in. Created by Susan Guthrie, The Practice Accelerator is a private implementation and coaching membership for lawyers, mediators, arbitrators, and dispute resolution professionals who want to design stronger, more successful practices. Inside, you'll find: Monthly live strategy coaching with Susan. Hands-on implementation sessions to turn ideas into action. Practical templates, worksheets, and practice-building tools. A supportive community of entrepreneurial professionals. Ongoing accountability to help you follow through. Whether you're rethinking your pricing, integrating AI, building a referral strategy, or redesigning your practice, you don't have to do it alone. Stop collecting ideas. Start building the practice you want. Learn more and join: https://susaneguthrie.com/accelerator Take the AI Referral Visibility Checkup Find out how AI sees your practice. This guided 15-minute exercise helps you see how AI perceives your practice and spot opportunities to improve your visibility. Download it here: https://susaneguthrie.com/podcasts Meet Our Creator and Host: Susan Guthrie Susan E. Guthrie is one of the most respected voices in law, mediation and conflict resolution today. A nationally recognized family law attorney and mediator for 35 years, she is now a top professional coach and consultant helping dispute resolution and legal professionals build thriving, modern practices. Susan recently appeared on The Oprah Podcast, expanding her reach to an even broader audience and highlighting her role as a trusted expert in divorce, communication, and modern conflict resolution. She is also the creator and host of The Divorce & Beyond Podcast, ranked in the top 1% worldwide, with millions of listeners and a global following. As Past Chair of the American Bar Association Section of Dispute Resolution, Susan continues to shape the future of the profession while training and mentoring practitioners around the world. Connect with Susan E. Guthrie Website: https://susaneguthrie.com Books: https://susaneguthrie.com/books Practice Playbook Series: https://intentionalpracticedesign.com LinkedIn: www.linkedin.com/in/susaneguthrie Instagram: @susaneguthrie and @practiceplaybookpodcast If you enjoyed this episode, please take a moment to subscribe to The Practice Playbook Podcast on your favorite platform, leave a 5-star review, and share the episode with a colleague or professional friend who would benefit from this conversation. Your support helps us continue bringing practical insights, forward-thinking strategies, and meaningful conversations to lawyers, mediators, arbitrators, and entrepreneurial professionals looking to build stronger, smarter, and more sustainable practices. And as always, please remember that this podcast is presented for informational and educational purposes only. It is not intended as legal advice, business advice, or professional advice of any kind, and listening to this podcast does not create any attorney-client or professional relationship.



