Lunch Hour Legal Marketing Legal Talk Network

The secrets of Google’s algorithm are out! So, what (if anything) should you do?
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Is this the biggest news to hit the SEO industry ever? Google has had their first high-profile leak, courtesy of one of their very own engineers, and now SEOs are working all kinds of angles to leverage this new information. So, how juicy is it? Is all the hype justified? There’s a lot to unpack here, and you should certainly proceed with caution if some sort of SEO professional has flashy “leak secrets” for sale. Gyi and Conrad dig into the pile to explain how to process this news and make smart, tactical decisions moving forward. 
The News:
For the first time, Google has had a major leak.


The biggest findings in the Google Search leak - The Verge 


Local Search Implications of the Google API Leak 

Quite a few AI Overviews have been scarily bad, and could be considered hilarious, dangerous, or future lawsuit fodder—especially if you’re the unlucky fellow who takes AI’s advice about eating rocks or adding glue to your pizza sauce.

Google AI's Insane Answers


AI Overviews: About last week 

The ABA has a new ethics opinion on Listservs, so here’s what you need to know:

ABA issues ethics guidance on a lawyer’s use of listservs, particularly for pending matters 
And, LocalU Detroit is coming up on June 24th! 
 
Mentioned in this Episode:
Secrets from the Algorithm: Google Search’s Internal Engineering Documentation Has Leaked - Mike King / iPullRank
Local Search Implications of the Google API Leak - David Mihm / Near Media
5 local SEO insights from Google’s API documentation leak - Andrew Shotland / Search Engine Land
Gyi's Google Leak Threads on X
The Bite - Lunch Hour Legal Marketing Newsletter!
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Whether you have a DIY approach to your law firm marketing or an in-house team at your beck and call, you really should be using the top tools of the trade, and Gyi and Conrad share just what you need! But first—many, many SEOs preach that you should keep ALL your old content… but we’re pretty sure you really need to toss the majority of that bulk overboard. 
Is your website riding a bit low in the water? We keep hearing marketers say that your old content is some sort of treasure trove, but, more likely, it’s just outdated junk that needs to be jettisoned—quickly. Clearing things out can make more valuable content perform better, and Gyi and Conrad lay out how to decide what should stay and what should go. 
Next, the list you’ve always needed to fill up your marketing toolbox! Depending on your approach and resources, the guys outline three different lists of essential tools to help you hone your marketing tactics. 
Total Beginner - The DIY Lawyer’s Marketing Tools

Google Searches

Meta’s Ad Library

Google Maps

CallRail

Camera 

Microphone - SM58, MV7, or similar.

Intermediate Tools - For the Those With Growing Expertise   

Local SEO Tools: Local Falcon, BrightLocal, Whitespark, or Places Scout.

Intake Management Software: Clio Grow, Lawmatics, Litify, Lead Docket, etc. 

A Link Index Tool: Ahrefs, Semrush, Moz


Advanced Tools - for the Seasoned Pro, Marketing Directors, SEO Leads, and the Like!
Screaming Frog
 
The News:

Google I/O 2024 (their developer conference) just wrapped up, so what’s gonna be happening with the latest in the search realm? Google is adding more AI to its search results | TechCrunch and Generative AI in Search: Let Google do the searching for you.

ChapGPT 4.0 (Omni) is now available, and we’re all just still hoping AI isn’t going to eventually kill us all: Hello GPT-4o | OpenAI 


LSA now means Let’s Screw Attorneys — So, should you play the game or just quit now?

Thanks? We got a blog award: The 16 Best Legal Marketing Podcasts Of 2024 

Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23. 

And, LocalU Detroit is coming up on June 24th! 

Mentioned in this Episode:
The Bite - Lunch Hour Legal Marketing Newsletter!
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Y’know what’s super annoying?—Google thinking it was okay to just auto-enroll all LSA clients into their branded queries. Sheesh. Later, should we all be mourning the death of links for SEO (again)? 
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Google… someday, we’d really appreciate it if you stopped being so presumptuous. Listen up, business owners—Google’s auto-enrollment scheme in branded queries for LSAs might be leading you to spend money unnecessarily, but it’s all a little too murky to know what’s really happening. The good news is: you can opt out if you want to. The bad news is: the current data is so fuzzy that it’s pretty darn tough to tell whether opting out is the right move. Gyi and Conrad pick apart their findings thus far and offer insights into how to navigate these shifts in your LSAs. 
The Link is dead; long live the Link? A recent article headline caught our attention: Google Confirms Links Are Not That Important. Is this really true, though? Nah. Links may have decreased in significance in some ways, but they still absolutely have a place in the SEO kingdom, and Gyi and Conrad explain why. 
The News:

Google just shared their Q1 earning call, and nearmedia.co has all the deets. 

Whaaaaa..?! Google Confirms Links Are Not That Important


Google’s March 2024 Core Update Finished April 19th — Hopefully any turbulence you experienced has died down by now. 

Next, Google tests scan-to-call QR codes and extra images on sponsored ads. If you see one within the legal sphere, send it to us! 

For all 2 of you who needed to know, you can no longer manually update ads on Bing as of April 30th: Microsoft Ads to replace Manual CPC with Enhanced CPC by end of April 

Old news? The Federal Trade Commission Announces Proposed Rule Banning Fake Reviews and Testimonials. Somebody’s gonna get in big trouble, y’all; we’re looking at you Banana Slicer.

Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23. 

And, LocalU Detroit is coming up on June 24th! 

Mentioned in this Episode:
The Bite - Lunch Hour Legal Marketing Newsletter!
Brand Conquesting: Dirty and Underhanded? || How would you spend $5000? - LHLM Episode
Join us live for LHLM Office Hours on LinkedIn or Youtube, May 17th. 
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Your competitor is using YOUR name to promote themselves, and you’re totally ticked, but what can you do? Later, learn the very best ways to spend your marketing budget to grow your business. 
Generating clients for yourself by mentioning your competitor is sketchy, right? Or, is it? In the words of every lawyer ever, “It depends.” Gyi and Conrad analyze a particular instance of an aggressive brand practice Ben Glass highlighted in a recent LinkedIn post. A very questionable strategy used by one of his competitors could easily have misled consumers, so, ick, but is there an okay way to use a brand conquest strategy? The guys unpack the philosophy and ethics behind this type of marketing approach. 
Pop quiz, hot shot. You’ve got $5,000 for your marketing budget. What do you do? The possibilities could run in a variety of directions, and Gyi and Conrad share several creative takes on what kind of impact can be made with your investment. 
The News:

Everybody is in the digital media business—maybe even your bank! Yep, JP Morgan has started an ad agency… What do we think about this? - JPMorgan Creates Marketing Agency Built on Purchase Data  

Paid search is still king, but is regicide coming? - U.S. search ad revenues hit record $88.8 billion in 2023


 
Mentioned in this Episode:
The Next LHLM Office Hours will take place on May 3rd. Join us on LinkedIn!
Mockingbird Legal Marketing 2024 Review 
Gladiator Law Marketing Agency Review 2024 
The Bite - Lunch Hour Legal Marketing Newsletter!
You Asked, We Answered || A Line in the SPAM - LHLM Episode
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Your CRM software isn’t just some technical database that should be hidden away somewhere. If you’ve got it, flaunt it! And, congratulations, you’ve made it through the first quarter. So, what checkups should you be doing on your marketing campaign?
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As you meet people, either online or out in the wide world, you should be considering each and every new connection as a way to grow your CRM database. It takes time and discipline to do it right, but it’s totally worth it to grow your business. Gyi and Conrad discuss the possibilities that lie within a robust CRM system and how to meaningfully and effectively leverage those connections. 
We’re 90 days in, everyone. How did Q1 go for you? Gyi and Conrad outline all the things lawyers and marketers should start measurably seeing after three months in the full swing of their marketing strategies. Is your target audience working? Are you hitting your priorities? What needs to change? The guys talk through all the questions you should be asking and the benchmarks you should be reaching at this point in the year. 
The News:

So, what should we expect from Google in the next 12 months? Well, Conrad just did a session on it at Mass Torts Made Perfect, so he’ll give you an overview!


Universal Analytics is seriously done-zo on July 1, so if you’re still using it, get out now. 

LocalU is coming to Detroit, and Gyi gets to help! LocalU taps into industry leading experts to teach about stellar SEO content. Check it: LocalU Detroit 2024 

 
Mentioned in this Episode:
The Bite - Lunch Hour Legal Marketing Newsletter!
Diverse Marketing || 30 Days In - LHLM Episode
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Ladies and gentlemen! Tonight’s main event is a rough and rowdy throw down over: What exactly is a conversion? Later, LSAs are confusing, amIright? Gyi and Conrad shed some light on how to make the most of your marketing dollar. 
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So, you’ve just placed a Google ad, written a social post, or sent out a newsletter. Then, you sit back and hope for… what, exactly? There is definitely some argument about what a conversion is and isn’t in your marketing scenario, so get ready for some heat as Gyi and Conrad rumble over their diverging philosophies. However, at its core, the guys agree that a conversion happens when a user takes the desired action (whatever that may be) which, in turn, grows your business. They discuss how this plays out in the real world to help lawyers understand best practices in their marketing efforts. 
Later, the guys answer Local Services Ad questions from listeners. How long will LSAs be king for small firms? Do you really have to increase your budget to compete with legal behemoths on Google? Can effective targeting solve ad problems? Gyi and Conrad give their best takes on how to understand the nuances of the system. 
The News:

Is this whole TikTok ban for realsies? Questionable — Bill that could ban TikTok passed in the House. Here's what to know 


Google Integrates Social Media Posts Into Google Business Profiles Gyi and Conrad talk about how to make the most of it. 

Sooo… the Google March 2024 spam update is done rolling out. Did it make any difference?

Coming your way: DIY AI-assisted website stuffs that power your marketing—GoDaddy Launched Airo


And, we’re excited, folks! The First LHLM: Office Hours took place on March 15 and the guys are super grateful for all those who got involved. Join Gyi and Conrad again on March 29.  


This Podcast Rated [PG] by the Podcast Association of America* for mild language and bad lawyer jokes. 

*not a real thing

Mentioned in this Episode:
The Bite - Lunch Hour Legal Marketing Newsletter!
Last Episode
How not to use TikTok 
Conversion Confusion Cleared Up - LHLM 
More content, less traffic: part
More content, less traffic: part II
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok