Angus
Marketing News Lead
Over two decades of marketing work, deeply rooted in legal and telecommunications.
Notes
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Is your firm or company still consumed with being/getting on the first page of Google? If so, this article might relieve some stress—or at least shift it elsewhere. 😂
“If you cannot break into Google's top 10 in a crowded topic, ChatGPT is a second route to readers. Two in three of the websites it cites are not on Google's first page, so a clear, specific page that answers the question directly can win a citation that a Google ranking would never deliver.”
- Angus reposted a note
If you've published anything in the last two or three years, you've got posts sitting on page two that already earned some authority. Refreshing them, updating stats, tightening the angle, adding a recent development, is often faster than writing something new and gets more traction.
#lawfirmseo
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This. 👇🏼
“Some of the most heavily crawled categories, like Retail, Computer Software, IT & Services, and Financial Services, have seen human traffic decline as much as 40% in less than one year…
“The opportunity is there to cater to agents. Get it right, and you are at the forefront of a new business model. Get it wrong, however, and the results will be the same as they were for generations of websites that were on the wrong side of search engine algorithm changes.”
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“Owning” a topic is the new search battleground.
AI search has changed how law firms earn visibility. Ranking for individual keywords is clearly no longer enough. Firms must define topics they want to own, build authority on these topics and measure their authority against competitors.
Worth a read for firms thinking about AEO, GEO or how attorneys are found online in 2026.
- Angus reposted a note
Google confirmed that GSC (Google Search Console) doesn't measure how often your name or writing shows up in AI-mode answers. If you've been using clicks and impressions to gauge whether you're getting found, you're missing a growing slice of the picture entirely. For now, you need other signals: direct checks in ChatGPT, Perplexity, and AI Overviews by name.
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Want to see an article written and formatted specifically for AI answer engine optimization (AEO) in August 2026?
Without comment on the actual content, I give you this👇🏼.
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If AI is becoming the first stop when people look for an attorney, a lawyer/firm has to do more than rank—it has to earn AI’s trust. A verified local presence is becoming a critical signal for AI-powered local search.
For individual attorneys at large firms or small, there are platforms like publish.law, where every profile and post ships structured data under the lawyer’s name to become exactly the kind of clear source AI systems can actually read.
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AI search may be citing your law firm’s content without ever mentioning the firm’s name. That “ghost citation” problem could mean your expertise is helping answer legal questions while your brand gets none of the credit.
Publishing under your own name, with your own profile clearly connected, will help make sure the credit lands on you. If your law firm’s marketing strategy includes AI search visibility, this is a trend worth understanding.
- Angus reposted a note
Semrush dug into what actually gets a brand cited repeatedly by ChatGPT, and traditional SEO rankings barely correlate. What does: getting mentioned across many independent sources. For you, that means your name showing up in bar association profiles, published articles, podcast appearances, and colleagues' sites matters more than one well-optimized page.
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“The individuals building direct audiences are not doing it as a branding exercise. They are doing it because owned distribution is the only distribution that cannot be taken away and it’s the one way to future proof their visibility.”
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