In May, Joe Giovannoli, founder and CEO of 9Sail, discussed the future of legal marketing’s relationship with Google with two digital marketing experts: Michael Murray, Chief Marketing Officer at Tully Rinckey PLLC, and Shannon Quinn, Marketing Manager at Hansen & Rosasco, LLP. Read on to hear some of their thoughts on the future of Google and how law firm marketers can maximize on impending changes.

Key Takeaways

• Both SEO and PPC are important for law firms, with SEO providing long-term organic traffic and rankings and PPC helping to drive immediate new leads. Firms should invest in both channels for a comprehensive digital marketing strategy.

• Producing helpful, educational content that answers common questions is critical for ranking well in Google search. Content should be conversational and focus on user intent rather than just keywords.

• Analytics tools like Google Analytics 4, Google Ads, and call tracking software provide insights to optimize the marketing funnel from awareness to conversions. Firms should leverage data to understand where leads are coming from and make improvements.

• While AI tools show promise, attorneys remain cautious about using AI for legal content creation due to risks around copyright and content quality. Firms are exploring AI’s potential to streamline processes.