Google is developing a linked-graph knowledge format that helps AI agents traverse and understand your site, so how your firm's information is structured is starting to matter
Google is ending anonymous reviews, which means every review left about you or your firm is now tied to a real identity. That changes how clients think before they post,
AI search systems think in entities, not keywords. That means how well your name, your credentials, and your practice areas are connected across the web matters more than any single
Costigan's thesis: own the asset, don't rent it. A firm's knowledge should be a graph it owns, not fuel for a vendor's
Your homepage has one job: make the right person feel like they found the right lawyer. Clear expertise, a human face, and one obvious next step. Get those three right
AI-driven search is sending real traffic and real inquiries, but most firms have no idea how much because they're not tracking it separately. This piece walks through
If you've been treating SEO and 'AI optimization' as two separate projects, stop. Google has collapsed them into one system, so content that ranks well in
Ads stop working the moment you stop paying. Content builds a record of expertise that keeps earning trust long after you hit publish. For attorneys, that asymmetry matters.
Content Marketing
Google is now applying spam enforcement to what gets surfaced in AI Overviews, not just traditional search results. If your firm's content cuts corners on quality or looks
As AI reshapes how people find attorneys, your social presence is starting to function as a trust signal, not just a marketing channel. This piece lays out practical ways to
“One way they do that is by telling clients when they don’t have the right solution for them and helping them find another lawyer who does. Or telling the
Moz lays out a simple framework for structuring your content so AI agents can find it, understand it, and cite it. If you want your practice-area expertise showing up
