Lunch Hour Legal Marketing Legal Talk Network

You wrote some stuff, have great expertise, have great content… but does Google care? The guys hash out how to establish your cred and boost your content with tactical authorship strategies.
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Conrad still values the bygone era of Google’s authorship attributions, but Gyi’s all about the latest on expertise with E-E-A-T. Who’s right, and how is authorship recognized by search engines across the breadth of the internet? Gyi and Conrad throw down on best practices for helping your content demonstrate Google’s E-E-A-T criteria and solidify the importance of your authorship. And, it’s not just about you publishing on your own domain. The guys explain how to effectively expand out onto other reputable platforms/publications to help search engines value and promote your expertise.
Learn more here: 
Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation
And here:
Author markup best practices
 
The News:

There’s not a lot of control over how brands show up on Google—will this change anything? - Maximize performance on Search with updates to query matching


Google killed off its business messaging. What’s the deal? - Changes to Google Business Profile Chat


Gyi and Conrad will both be at some upcoming events! Come see them at Auto Crash Litigation 2024 and Law Firm Summer Reboot Camp. 

And, for even more of Gyi’s mellifluous tones (oh, and marketing know-how), check out his appearance on the ABA Legal Rebels podcast.

Mentioned in this Episode:
LHLM Episode - Google’s Algorithm EXPOSED – What Matters and What Doesn’t - Legal Talk Network 
The Bite - Lunch Hour Legal Marketing Newsletter!
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Which platform is best for marketing your law firm? Facebook? TikTok? Insta? Reddit? Well, it depends… And later, hold on to your data, folks! Does a vendor’s use of tracking pixels benefit you or them?
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Now, depending on your practice area, certain social media platforms may be better suited to connecting you to your target audience. The guys zero in on which creative strategies work well for differing areas of law and explain how to determine the social media platforms you should be focused on. 
Later, what can tracking pixels (like from iHeartRadio, etc.) do for you? Every pixel seems to have a tradeoff, and some of them most likely aren’t worth your while. Gyi and Conrad discuss the benefits and the possible lurking downsides in pixels.
The News:

At the time of this recording, Google’s Search Console had been down for 81 hours. Get it together already, Googs.

And, more Googliness: Google Search Ranking Volatility Over June 28th & 29th Weekend


Is AI search declining? – AI searches around 9% and zero click at 59% and Search Engine Land - AI Overviews 


Ryan McKeen launches Best Era and you don’t want to miss it! 

Last, but not least, Conrad made an appearance on Charlie Mann’s podcast - They Don’t Teach This in Law School


Mentioned in this Episode:
LHLM Episode - 5 Fresh Takeaways from Clio’s Legal Trends Report || The Case Against ROI - Legal Talk Network
The Bite - Lunch Hour Legal Marketing Newsletter!
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok

Lawyers can’t just take a backseat when it comes to marketing, but what do you actually need to know to make sure your marketing approach holds water? Later, how do you go about marketing for two distinct practice areas in your law firm? 
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Depending on your role in your firm, you may need to know much more or much less about the way the marketing world works, but you absolutely need to have some basic knowledge to ensure that your tactics/data/vendors/potential hires/etc. make sense. Gyi and Conrad talk through what you need to know to be able to hold your marketing people accountable for delivering on your law firm’s objectives. 
Next, if you have more than one practice area in your law firm, what’s the best way to make sure each one is marketed effectively? The guys answer a question about how to grow different aspects of your law firm with well-thought-out marketing, resource allocation, and web content.  
The News:


Hona succeeded in raising $9.5M, so there’s all sorts of new potential there. 

Get more of Conrad and Gyi! The guys will be speaking at Answering Legal Summer Camps - July 24th and August 14.

Gyi told you so on LSAs! Go listen to these episodes: Google Local Service Ads: To Brand or Not to Brand? and The Lawyer’s Guide to Conversions || Listener LSA Queries



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

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