Many law firm marketers are stepping into a trap by leaning too heavily on AI tools for content. I recently talked about this in an article on Forbes. Just because Google is allowing AI generated content doesn’t mean they’re not taking action against low-quality content. In fact, they’re stepping up enforcement and their SpamBrain algorithm will ignore or remove content that it believes isn’t helpful.
Jul 26
Article Schema and Structured Data: A Guide for Lawyers
You might now know this but Google has over 30 structured data types to help content creators like your law firm stand out in search results. This week, we launched the first video in our series on schema markups for lawyers, which is available on YouTube.
Understanding the Power of Article Schema for Your Law Firm
At first glance, structured data might seem complex and...Read More
Jul 21
Internal Link Building Best Practices to Boost Your Law Firm’s SEO
Internal linking, which is placing hyperlinks between pages on your law firm's website, is a critical yet often overlooked practice that can boost your law firm's search engine optimization efforts; if you do it right.
Law firms that are actively focused on search engine marketing will want to utilize internal linking strategies on their website in order to help users navigate the website seamlessly, assist Google in understanding which pages to show on...Read More
Jul 15
Make it easy: How to help your law firm’s website visitors become leads.
I was served a good ad the other day. It was well-targeted and for a product I had been considering purchasing, although I had never heard of the specific brand the ad was for.
Putting aside questions about how they had acquired my data, I thought, “Well done brand, I am interested, let’s see what you have to offer.” And I took the bait.
When I landed on the site — and this is a promotional landing page — I was...
Read MoreJul 6
Google is ranking generative AI outputs above websites. What does that mean for your law firm’s SEO strategy?
Generative AI tools like ChatGPT basically learn from large libraries of content. When told to “generate” it basically writes an output that is an average consensus of all of the similar data that it has digested. Therefore, by design, AI content is average.
Google recently changed their content policies and now allows AI generated content in its index… this is a big policy reversal. For decades, anything but human created content was against their terms. But then they got...
Read MoreJun 30
6 Red Flags to Watch for When Choosing a Law Firm Marketing Agency
It's not easy finding the right legal marketing partner. You to find a company that is a good fit for your firm’s style and personality. You will also need an agency that is responsive and whose communication methods are in sync with yours. And, of course, you want your agency to be successful and able to provide measurable results for your firm.
With all these considerations, it is helpful to know there are certain things you can be...
Read MoreJun 15
How to Create Your Law Firm’s Unique Selling Proposition
One of the first things business students, marketers and entrepreneurs learn about when starting their careers is the idea of a unique selling proposition, or unique selling point (USP). A company’s — or in this case law firm’s — USP is the one big thing that makes it different from its competitors and, therefore a better choice for prospective clients.
The understanding of what differentiates you from other law firms in your area will drive everything marketers do on your...
Read MoreJun 6
Yes, Regional Practice Area Pages Can Help Your Law Firm’s SEO (or Hurt it)
Among the SEO community, there is a debate about whether or not regional pages - that is, content that is created to focus on the different cities or states where your law firm practices - is an effective SEO strategy. Regional pages can actually be incredibly powerful lead-generating pages. They can also destroy your website's authority if not done properly.
What is a regional practice area page?
Regional pages for law firms are basically practice area pages that are optimized around...
Read MoreJan 4
The Problem with ChatGPT Being a ‘Google Killer’
We've been having some fun with OpenAI's ChatGPT. It is, by far, the most impressive AI chatbot to be evaluated by the general public. Over at Bigger Law Firm Magazine, I tested the bot's ability to write unique content around a fictional character named Larry, the Hairy Canary. In this experiment, the bot really spread its wings (sorry, I couldn't resist.)
While we're having fun playing with this new technology, the doomsday predictors are out there saying that chatbots...
Read MoreDec 21
How to improve your law firm’s intake process for 2023
We talk about getting leads through law firm SEO and digital marketing all the time. But having an efficient intake process for those leads can improve your case signups and overall, turn your law firm into a more efficient operation.
Let's explore some steps you can take to optimize your law firm's intake process and streamline the way you handle new clients.
Create a clear and detailed intake form.
Your intake form might be missing critical information. If your lawyers and...