Answered on camera by Dan Milikow, CEO of iShoot.direct · 1:07 · transcript and sources below
A law firm can repurpose webinars, podcasts, and CLEs for AEO if they answer legal questions your target audience really asks. Get them onto YouTube — behind a registration form they aren't in the pool the engines draw from — then write question timestamps into each description. Each chapter can be cited independently.
Put them on YouTube and add question-phrased timestamps — provided they answer legal questions your audience really asks.
You can absolutely repurpose your webinars, podcasts, and even some of your CLEs — if they answer legal questions that people in your target audience really ask. Case studies and capability decks are probably a waste of your time, because those will still be discoverable when the question is actually about you — somebody typing in the firm's name. But with AEO your goal is to be found when a general counsel asks what happens when a subcontractor walks off a job site, or when a consumer wants to know if the landlord can keep the deposit for normal wear. Whatever the questions are in your practice areas, you need to answer.
Usually because they sit behind a registration form on your own site, outside the pool the engines draw from.
If your existing media is educational, here's what you do with it. Get it onto YouTube. Because behind a registration form on your own site, the webinar isn't in the pool that the engines are drawing from.
Question-phrased timestamps in the video description: they create chapters[1], and each chapter can be cited independently[2].
Then, once it's on YouTube, go through the transcript and find where there are answers. Some of them — maybe all of them — won't be preceded by an actual question. That's fine. You write the questions yourself, and they go into the video description as timestamps. That's what creates the chapters[1]. Chapters get cited independently[2]. One session can be cited six times if you've added six timestamp questions.