Angus

Notes

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  Angus · 2d

  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.
  
  

  

  AI-Verified Local Presence: Why Your City Isn't Enough | LawLytics

  Stating your city no longer proves you practice there. See what an AI-verified local presence requires and how to build one.

  lawlytics.com
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  Angus · 4d

  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.
  
  

  

  Ghost citations: Why AI search cites your content, not your brand

  Around 40% of AI citations leave the source brand unnamed, exposing a blind spot in how companies measure visibility in AI search.

  Search Engine Land
• Angus reposted a note
  
  Nick Carroll · Jul 22

  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.
  
  

  

  ChatGPT topic ownership is rare, and SEO alone doesn

  Mentions matter more than citations, and narrow leads often change, revealing the instability of AI search brand authority, Semrush finds.

  Search Engine Land
• 
  Angus · Jul 15

  “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.”
  
  

  

  Evergreen Content Is Over – The Individual Is The Only Strategy Left

  Evergreen is collapsing and trust now attaches to people. Why AI search strategy must be rebuilt around expertise, direct audiences, and being the source.

  Search Engine Journal
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  Angus · Jul 10

  SEO success is no longer just about rankings, it’s about becoming a source AI agents trust enough to cite. Read this article for three SEO concerns that matter more with AI search and three that matter less.
  
  

  

  6 SEO priorities to rethink for AI search

  AI search is changing which SEO efforts have the biggest impact. Learn the three priorities to emphasize more and the three to emphasize less.

  Search Engine Land
• 
  Angus · Jul 6

  As LinkedIn remains a critical platform for professional networking and business development, a law firm needs more than a company page and occasional updates to stand out. This article explores LinkedIn strategies delivering measurable results for firms in 2026.
  
  

  

  LinkedIn Best Practices for Law Firms: What's Working in 2026

  ​Your firm is on LinkedIn. You're posting updates, sharing content, maybe running the occasional LinkedIn ad. But are you actually getting results,

  Good2BSocial
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  Angus · Jul 2

  Good breakdown of how law firms can use ChatGPT Ads to show up in conversational AI search.
  
  

  

  ChatGPT Ads for Lawyers: How I Used It Early and What It Actually Does for Legal Marketing - Legal Reader

  This is a breakdown of the ChatGPT Ads tool, what it does, and how lawyers can use it to show up in one of the fastest growing information environments.

  Legal Reader
• 
  Angus · Jun 30

  I posted about core updates last week. Now there’s spam update news.

  Nick Carroll nickcarroll.com

  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 like it was written to game rankings, it's not just your blue links at risk. Getting cited in AI answers requires the same clean, authoritative content you'd want a judge to read.
  
  

  

  Google's Spam Update Now Reaches AI Answers. Enforcement Is Hard

  Google's spam policies now cover attempts to manipulate AI answers in Search. A Cornell Tech paper shows why enforcing that at the source is difficult.

  Search Engine Journal
• 
  Angus · Jun 25

  New Post: What Law Firms Need to Know About Recent Google Updates
  
  

  

  What Law Firms Need to Know About Recent Google Updates

  Core updates in March and May confirm persistent focus on content quality and increased concentration on user intent.

  Angus
• 
  Angus · Jun 24

  Great article about how law firms are contributing to the ai slop loop and the responsibility they have to actually inspect and review ai-generated content.
  
  “The citation is only as good as the content being cited. A lot of law firm content is currently being produced by AI tools, cited by AI search tools, and landing in front of potential clients who treat it as legal advice. Nobody in that chain has a law degree. That is not a disclosure. That is a gap.”
  
  

  

  The Legal Content Ouroboros: How Firms Are Caught in the AI Content Loop | Attorney at Law Magazine

  If your firm published AI-generated content with errors, that content is now part of the training and retrieval pool. When an AI system surfaces it to a prospective client, a judge, or opposing counsel, your firm's name is in the citation. There is no algorithm to blame. That is the ouroboros. The snake is already eating its tail.

  Attorney at Law Magazine