Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ."
Ads? โ
LSAs? โ
Local Pack? โ
Links? โ
๐ท AI Overview? โ
6 firms listed.
Only one tiny ๐.
Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button?
๐ฌ๐ผ๐ ๐ด๐ฒ๐:
Here's a more detailed look at some of these firms:
THE PEARCE LAW FIRM, P.C.
Edith Pearce, the founder, has extensive experience in car accident law and has secured multi-million dollar settlements. ๐
The Levin Firm:
This firm offers personalized attention and aggressive representation, with lawyers handling cases personally from start to finish. ๐
Rosen Justice
This firm is known for its dedication and experience.
van der Veen, Hartshorn, Levin & Lindheim:
This firm is recognized for its strong reputation and success in car accident cases.
Ciccarelli Law Offices:
With over 20 years of experience, they have a proven track record of helping clients win their cases.
Anapol Weiss:
This firm offers support and guidance to clients, focusing on maximizing compensation and recovery.
๐๐๐ ๐ต๐ฒ๐ฟ๐ฒ'๐ ๐ฎ ๐๐ต๐ถ๐ป๐ดโฆ
The firms link to, get this, a new search on the firm's name!
So, clicking on one of the firms from the ๐ก๐ข๐ก-๐๐ฅ๐๐ก๐ search generates a new ๐๐ฅ๐๐ก๐ impression for the firm.
Assuming the user clicks from the brand SERP, a new ๐๐ฅ๐๐ก๐ click.
Assuming the user calls, a new ๐๐ฅ๐๐ก๐ call.
Assuming the user hires a new ๐๐ฅ๐๐ก๐ client.
So, even with a more sophisticated data infrastructure, this will cause overreporting on brand and underreporting on non-brand.
In other words, it will make it look like more people are searching on brand than are, and fewer people searching on non-brand than actually are. Even though non-brand impressions may not be impacted, clicks, calls, and clients will be.
A data-informed firm might deploy more budget to the brand and less to non-brand.
Don't get me wrong; statistically speaking, most firms would benefit from more investment in demand generation.
However, they're being misled about actual brand demand.
I'd be very cautious about making significant resource adjustments as we navigate this massive flux and disruption in SERPs.
All the more reason for better data infrastructure and attribution systems.
It's a massive competitive advantage to those who have invested in their data.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, [โฆ]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to [โฆ]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. [โฆ]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, [โฆ]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start [โฆ]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 [โฆ]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it [โฆ]
If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ [โฆ]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. [โฆ]
