Nick Carroll
I've spent 30 years building legal publishing infrastructure. I founded publish.law to help attorneys turn their cases, insights, and credentials into a digital presence they own, built for how clients, referral sources, and AI systems find lawyers today.
Notes
- Nick Carroll
We should have figured out a way to make some scratch off our kids. Total missed opp.
- Nick Carroll
If you've been putting off video because you weren't sure where to start, this is a current look at what's actually working for attorneys building a personal presence through short and long-form content.
- Nick Carroll
Cloudflare is arguing that AI agents are a new class of visitor, with a real human behind every query. That reframes the whole GEO question: you're not optimizing for bots, you're making yourself findable to people who've delegated the searching to AI. Worth reading if you're thinking about where referrals come from next.
- Nick Carroll
Your publish.law site now works from inside Claude or ChatGPT. Add a credential, publish a note, schedule one for the morning, catch up on what's waiting, all by asking.
Not an AI lawyer. It doesn't write for you. It just handles the admin so you can stop opening a dashboard to change one line.
Free plan, no credit card.
- Nick Carroll
Research confirms AI cites broadly but only recommends names it associates with a specific topic repeatedly. If your writing covers a little of everything, you're getting mentioned nowhere that matters. Pick your practice area, go deep, and stay consistent. That's the pattern AI systems reward with actual recommendations, not just citations.
- Nick Carroll
AI search tools don't look at your zip code. They look at your bar profile, your reviews, and whether your published results match the places you say you practice. If those signals are thin or inconsistent, you don't show up, even locally. Worth reading carefully if you want AI answers to name you when someone nearby is searching for what you do.
- Nick Carroll
40% of AI citations drop the brand name entirely and just reference the content. If your writing lives only on a firm site, you may be getting cited without your name attached. Publishing under your own name, with your own profile clearly connected, is how you make sure the credit lands on you.
- Nick Carroll
Personal posts, bylines, and social content are increasingly what AI systems pull from when building answers, so your name showing up in more places isn't vanity, it's how citations happen.
- Nick Carroll
ChatGPT now pulls Yelp reviews directly into answers about local businesses, and that includes law firms. If someone asks ChatGPT for a lawyer in your city, your Yelp rating may show up in the reply. Your reviews are now part of how AI describes you, not just how Google ranks you locally.
- Nick Carroll
Semrush dug into what actually gets a brand cited repeatedly by ChatGPT, and traditional SEO rankings barely correlate. What does: getting mentioned across many independent sources. For you, that means your name showing up in bar association profiles, published articles, podcast appearances, and colleagues' sites matters more than one well-optimized page.
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