Lexicon Legal Content

Google Issues New Guidance on AI-Generated Content

Posted on February 8, 2023June 4, 2024 by David B. Arato

Earlier today, Google issued guidance on how it views AI-Generated content. The TLDR version is that AI content is not inherently against guidelines and can be used effectively, provided that it is helpful and is not created in an attempt to manipulate search results. According to Google’s blog, this clarification does not reflect a change in its long-standing policy:

When it comes to automatically generated content, our guidance has been consistent for years. Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.

In addition, Google points out that AI-generated content can be helpful:

This said, it’s important to recognize that not all use of automation, including AI generation, is spam. Automation has long been used to generate helpful content, such as sports scores, weather forecasts, and transcripts. AI has the ability to power new levels of expression and creativity, and to serve as a critical tool to help people create great content for the web.

What Does This Mean for Legal Content Marketing?

While Google is claiming that its position on AI-generated content has been consistent, the fact is that this policy is in direct opposition to Search Advocate John Mueller’s April 2022 statement that AI-generated content is spam. Clearly, AI-generated content can be created faster and more cheaply than hiring a team of specialized copywriters – so should law firms and legal marketers rush to mass produce AI content now that Google has explicitly said it’s not against its guidelines?

AI-Content Tools Provide a Good Starting Point

The fact remains that there are significant issues with using AI tools like ChatGPT to generate content. It can hallucinate facts and may not be aware of current events. That said, it’s a good tool for ideating blog topics, creating outlines, and even conducting basic legal research. The fact remains that any content generated by AI needs to be reviewed by someone who is familiar with relevant law and the ethical rules regarding attorney advertising.

Google Treats YMYL Content Differently

Google has overtly stated that certain sites – those that deal with issues related to “your money or your life” – have a extremely high Page Quality rating standard. This means that content on topics that have a high risk of harm to someone’s health, financial stability, safety, welfare, or well-being is more closely scrutinized for it’s E-E-A-T (experience, expertise, authority, and trust). In Google’s own words:

On topics where information quality is critically important—like health, civic, or financial information—our systems place an even greater emphasis on signals of reliability.

As a result, if you are publishing legal content – which falls into the YMYL category – it’s especially important to demonstrate E-E-A-T. As a result, any content that you publish on your legal site should be thoroughly reviewed by a human being who has expertise in the area.

Ultimately, Google has this to say about whether you should use AI to generate content:

If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.

We’re On It

At Lexicon Legal Content, our team has been integrating AI into our processes for several years, and we’re committed to staying on the cutting edge of how AI tools can improve our content and deliver more value to our clients. To learn more about our offerings, call us today to speak with a legal content marketing expert.

Best Practices in Law Firm Content Marketing

Posted on September 10, 2021February 15, 2023 by wpengine

It’s increasingly important for solo attorneys and law firms to establish their brands in the digital market. Many are using advanced SEO tehchniques to get themselves to the top of the SERPs. Most are also using social media platforms such as Twitter, Facebook, LinkedIn, and Instagram to get the word out about their services, expertise, and success.

Are Your Marketing Strategies Working for You?

Numerous attorneys and law firms still don’t generate the website traffic or leads they need to make their efforts worthwhile. New clients are few and far between. They begin to wonder why the competition is getting ahead while they fall behind.

Consider your growth rate. Are your marketing strategies working for you? What about your content marketing strategy? If you want potential clients to view you as the authority in your area of legal practice, you must provide persuasive content to readers. Content that isn’t convincing could send them the other way as they might wonder if you are reputable.

However, you’re in business to practice law. It’s where your skills and passion are focused. You didn’t go to school to write content and market your services all day. If this sounds familiar, it’s probably time to enlist the services of an experienced law firm web marketing agency that can help you craft engaging, high-value content. Not only can this allow you to keep your focus on your practice, but it will also attract more potential clients.

What a Law Firm Content Marketing Agency Can Do for You

Creating, promoting, and distributing content is essential for success in today’s legal environment. However, giving your clients the time and attention they need is also crucial. You don’t need any distractions. With the help of a well-versed content and marketing team, you can take a passive role in driving traffic to your website and growing your practice.

Five Best Practices in Law Firm Content Marketing

Align Your Content Strategy with Your Business Goals

If you want more clients, you must have a content strategy that supports your business development goals. Potential clients need to see that you have a clear vision and a particular focus. If your business goal is to help personal injury clients, but your content focuses on family law, it won’t get you any closer to meeting your goal. The content published on your website must be fine-tuned to your marketing strategy.

Add Value, Not Just Words

Before publishing anything, you should check to see that your content meets these three standards:

It adds value
It’s helpful to the reader
It’s customer-centric

Don’t publish content just to publish content. Provide your potential clients with content that demonstrates your competence. Ensure that it effectively demonstrates your expertise in your field of law and that it’s backed up by facts.

You should also stick to layman’s terms. In general, it’s best to stay away from legal jargon that might confuse or intimidate a reader.

Engage Your Firm’s Attorneys

Law firms should involve their attorneys in their content marketing efforts. Since they are the ones that potential clients will be working with, use their knowledge and experience to make your content comprehensive and tailored to your specific niche.

In addition to being on your firm’s website, your copy should be posted on the firm’s attorneys’ social media profiles. Make it a priority to train your lawyers to use social media platforms to publicize your law firm’s content.

Don’t Forget Hashtags

If one of your goals is to increase the visibility of your posted content, don’t forget to use hashtags when posting on social media. The key is to use relevant and trending hashtags. Search engine tools such as hashtagify.me can help you find the right ones to use.

Although it might be tempting to use general words or come up with your own hashtags, avoid doing so as it makes it harder for your audience to find the content. Also, beware that you could lose some readers by using too many hashtags on a single piece of content.

Keep it Interesting

Legal content can easily be mundane and pendantic , but you don’t have to fit into this mold with your content. Discuss new case law and use your creativity. Think about your audience’s interests, and don’t simply focus on what you can gain from content marketing. Infographics are a proven way to engage with readers across all social media platforms. They can improve your SEO ranking and drive more traffic to your content.

While we hope you find these tips helpful to your content marketing strategy, we also know that they may feel a bit overwhelming with everything else your role requires. We founded Lexicon Legal Content to help attorneys and law firms meet their marketing goals while still remaining focused on providing quality legal services to their clients.

You can count on our attorney-led team of legal writers to handle your blogging and other content needs. Our content is authoritative, timely, and ethics-compliant to maximize its effectiveness and minimize the time and effort required from you. Find out more about our services by speaking to one of our marketing experts. Call our office today at 877-488-8123 or contact us online.

Law Blogs 101

Posted on August 3, 2021August 3, 2021 by David B. Arato

Scrabble tiles spelling out the word "blog"

Law firm management has slowly evolved to include much more than traditional everyday business tasks. In addition to representing their clients, today’s busy attorneys in small or mid-size firms often must troubleshoot IT problems, participate in professional networking, meet current CLE requirements, and market their law firms so that they can be found in a highly competitive legal market. While innovative and well-researched marketing techniques do wonders for most lawyers, the options for and complexities of marketing a law firm in the 21^st century only compound the stress that many lawyers experience running their firms.

Marketing Ethics for Attorneys: 2021 and Beyond

Posted on March 18, 2021June 21, 2024 by David B. Arato

A graphic of a person using a phone infront of various legal icons

The Internet has fundamentally changed the way that people seek and evaluate professional services, including legal services. Increasing brand awareness, acquiring new customers, and achieving financial goals rely heavily on a law firm’s advertising and marketing efforts. Competition among law firms in in all practice areas increases daily. An understanding of the basics of a competitive marketplace is critical for firms that desire to grow.