Posts by Steve Erlich
The Death of Algorithm Manipulation: Why Entity Building and Expertise Win in the AI Era
For years, law firm websites followed a familiar formula. Build out some generic content explaining the types of cases you take, emphasizing a set of keywords. Load up title tags and headings with the primary keyword and some secondary keywords. Get links with a heavy focus on sources you could manipulate anchor text. Undeserving law…
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Why Is My Law Firm Not Showing Up in AI Search?
In 2025 and 2026, one of the most common questions we hear from law firms is: “Why is my law firm not showing up in AI search?” If your firm isn’t being cited or mentioned by AI platforms like ChatGPT, Perplexity, Google AI Overviews, or Gemini, you’re not alone. AI-driven search works differently from traditional…
Read MoreAndy Simpson Featured on SEMRush Webinar – Your Brand SERP Is Your New Homepage
Our very own Senior SEO Specialist, Andy Simpson was featured this afternoon in a SEMRush webinar including some other of the industry’s finest. Andy, Jason Barnard, Claire Carlile and Greg Gifford had an outstanding discussion regarding best practices for optimizing your brand SERP, from your Google My Business listing and knowledge panel to the local/organic…
Read MoreKeeping Content Fresh, Even When You’ve No Time Left to Write
One of the things we hear all the time from our clients is, “I’d love to start blogging and writing more.” Hey – I get it. As a writer, I totally understand how it feels when you complete a project that you’ve put a lot of work into. You do all that research and find…
Read MoreWhy Your Law Firm’s Website Should Encrypted (HTTPS)
What is HTTPS? Most of you are probably asking, “What is HTTPS?” HTTPS stands for Hyper Text Transfer Protocol Secure. HTTP/HTTPS is the protocol over which data is sent between your browser and the website you are visiting. When you visit a site over HTTP, the data being passed between your browser and the website…
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The Hardest Part of Writing for Lawyers
In a previous life, I taught English. I read a lot of essays – a LOT of essays. There were some truly extraordinary papers in those batches over the years; essays that explored a new angle or analyzed a small part of a classic, and turned that book into something entirely different for me. I…
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Words, Words, Words vs. TL;DR – How Long Does Your Content Really Need to Be?
One of the most common, ah, discussions I have with my clients is about web page and blog length. How many words are too many words, and how short can you go without being ineffectual? The truth is, like so many other things about your content marketing, it depends. It depends on the topic, it…
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It’s Time to Talk about Your Social Media
I know, I know. You’re tired of hearing about social media. You’re also probably tired of being told that social media “works” and that you have to use it to promote your firm, without ever being told what “works” means. Never fear. I’m going to break that down for you now. Social media: “forms of…
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You’re Repeating Yourself (but It’s Okay)
No one – no one – likes to hear those words. But we hear them a lot, for reasons that you might not expect. I’m here to tell you that some repetition is pretty important, as long as you use it to your advantage. And it’s also really effective. Need proof? Think about how you…
Read MoreWhy Don’t You Sound Like Me? Choosing the Right Voice for Your Firm
Let’s say you’re ready to hire an online marketing company. You tell the writer you want blogs about bankruptcy topics. A few days later, a handful of pages and a couple of blogs are in your inbox waiting for your review. You open them up, excited to see what your new site will sound like,…
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