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Landing Space: The Value of Non-Website Webpages

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For many law firms, just getting one website across the finish line is a monumental accomplishment – which is not untrue , by the way .   Getting over that single hurdle, however, is usually how it starts – and, how it ends .     Of course, there’s more that you can do online, beyond just publishing & managing your garden variety law firm website.     Consider the humble content page, for example.   A website that is focused entirely on content related to one of your practice areas, can perform really well in organic search .   Load that sucker up with various types of focused content, grab a descriptive and focused url – and, it’s game on.     Now, if you start paying for advertising, you’ll build a ‘landing page’ for those ads, which is another form of a website – one that is specifically focused on the sales proposition for those lead types.     Practically speaking, you should also treat your social medi...
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Factors of Authentication: AEO Changes Your Content Model

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Just when you had begun to master (too strong?) SEO – here comes  AEO .     Now, the question of the moment becomes: How do I get found  in  generative AI queries ?   (Seriously, stop this ride: I want to get off.)   Content marketing  remains an effective strategy for ranking in search;  and,   it’s  also effective for  appearing  in  generative AI queries .   The  big difference  is that natural intelligence is engaged in traditional search,  whereas  artificial intelligence is engaged in the former .   And ‘the AI’ likes different variations on content than do humans.     That’s  why web content is changing.     AI tools like FAQs.     AI tools like comparisons.     AI tools like instructional content.     (Yeah, real people like these things, too;  but,  AI  loves  them.)     So, as you...
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Administrate Too Late: Your Policies & Procedures Manual May Not Include Any Procedures

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If your law firm has a policies & procedures manual – and,  that’s   probably a  big ‘if’  –   it’s   likely filled  with very much policy &  very little  procedure .   But,  that’s also kind of  the  lawyer vibe .   (Of course, if you  don’t  have a  policies & procedures manual, get one together.)     Now, for the procedures part – if  you’re  not instructing people on your team  how   to  manage the administration of the business, and  how to   utilize  the tools  you’ve  provided them . . . well, the business will be running a whole lot less smoothly .   (This is the same reason you build workflows into your software, BTW.)     If you need some places to start, the s e are some of the items you can build out in  the procedures section of your  policies &  procedures manual:  ...
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