I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago??
Actually, first I ask "who are some of the top personal injury lawyers in Chicago?"
ChatGPT couldn't handle that one, so I modified the prompt.
ChatGPT listed five very well-known firms downtown. Can you guess the other four?
That's all well and good. But then I asked, "Please list your sources." And ChatGPT replied:
Now I'm not here to suggest to you that you need to pay for premium listings in any of these directories. However, it does support a point that SEOs have known about for a long time. Directories play a role in how the machines organize information. It's true for search too. The trick of course, is to try to get a better understanding of what sources of information matter and to what degree. Fortunately, ChatGPT seems to be sharing these readily. But did ChatGPT actually use these sources? Could this be an example of some kind of hallucination? Is ChatGPT bound by its programming to only provide reliable sources justified by its training data?
When I performed the same prompt for New York City (can you guess which 10 firms) and asked for sources I got:
Very similar to what SEOs would expect search engines to be using, including:
Furthermore, when performed these same prompts over and over again, I got different lists of law firms.
I'm not suggesting that the entire internet is abandoning Google for ChatGPT, or even Bing for that matter. However, I would advise anyone who markets to potential clients online to research the sources that matter. I only provided a few high-level examples here. There are a variety of prompts that can help you dig much deeper into how these machines populate lists like these.
To me, this is just a natural extension of market research that folks have been doing for a long time. Be curious and have a healthy bit of skepticism about the results you get. But there's little doubt that these tools can deliver tremendous value in a variety of legal marketing contexts.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]