Nick Carroll

Tampa, Florida

Making legal expertise discoverable

publish.law

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publish.law is a network of publishers writing about law, legislation, and legal topics. Follow Nick Carroll to read their posts and notes in one feed.
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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.

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Nick Carroll Jun 17

New NJ research worth your time. When people ask ChatGPT, Google AI Mode, or Perplexity for a divorce lawyer, individual attorneys surface independently of their firms. The signal isn't just firm SEO. It's attorney-authored publishing, credentials, and recognition tied to a person.

The part I keep coming back to: you don't have to wait until you start your own firm to build that authority. Publish under your own name now. It compounds, and it travels with you.

AI Visibility Among New Jersey Divorce Lawyers: Findings from a Statewide Analysis | Pillar Legal Marketing

We analyzed which New Jersey divorce law firms appear most frequently across ChatGPT, Google AI Mode, and Perplexity and identified the authority signals associated with stronger AI visibility.

Pillar Legal Marketing
Nick Carroll Jun 17

If you've been publishing more to get found, this is why it might be backfiring. Google is getting better at recognizing thin or redundant content, and a pile of loosely related posts can actually dilute your authority on the topics that matter. Fewer, sharper pieces on your core practice areas will outperform a high-volume content calendar every time now.

Why Publishing More Content Is Making Your SEO Worse

Publishing more content used to boost SEO, but AI-driven search now rewards semantic clarity over volume. Learn why content dilution hurts rankings and how to build authority density instead.

Search Engine Journal
Nick Carroll Jun 16

There's a real difference between an AI pulling your content into an answer and an AI actually linking back to you, and this piece breaks down why that distinction matters for how you build content. If you're writing for AI visibility, you need to know which one you're optimizing for.

Retrieval vs. citation: How AI search changes content strategy

From product pages to third-party publications, learn how to create content that helps AI systems understand your brand and who it serves.

Search Engine Land
Nick Carroll Jun 15

A team generated over 1,000 AI citations by creating original research data that AI systems reference. Smart approach for law firms wanting to build authority and get discovered when potential clients ask AI tools about legal issues.

How One Team Earned 1,000+ AI Citations With Unique Research Data

Learn how to earn quality citations through effective digital PR campaigns that resonate with journalists and boost visibility.

Search Engine Journal
Nick Carroll Jun 14

Hi @courtney-carroll! How are things?
Nick Carroll Jun 13

Practical guide to optimizing legal content for AI Overviews. Covers schema markup, content structure, and specific tactics for getting your firm's answers featured when potential clients ask legal questions.

How to Show Up in Google AI Overviews as a Lawyer

Learn how to show up in Google AI Overviews as a lawyer with a 5-step citation strategy built on E-E-A-T, schema, and answer-first.

Rankings.io
Nick Carroll Jun 12

Why legal expertise still matters in content creation, even when using AI tools. Shows how to blend AI efficiency with the authentic experience that builds trust with potential clients.

AI can write SEO content, but it can’t replace real experience

Generic advice is everywhere. Learn why firsthand knowledge and real-world experience are becoming more valuable for SEO.

Search Engine Land
Nick Carroll Jun 11

Blue links are fading. Citations are the new currency. This is the clearest breakdown I've seen of what Google's agentic search shift means for law firm marketing.

Google I/O 2026: 7 AI Search Changes for Law Firms | LawLytics

Google I/O 2026 will change how clients find your law firm. Here are the 7 updates that matter for legal marketing, plus one step to take this week.

lawlytics.com
Nick Carroll Jun 11

Google now sends only 23% of search queries to actual websites, down from much higher rates. The rest get answered directly in search results. Legal marketers banking on traditional SEO traffic need to plan for this reality.

Google Search Sends 23% Of Queries To The Open Web

New data shows most U.S. Google searches end without a click, with a shrinking share of traffic reaching websites outside Google's ecosystem.

Search Engine Journal
Nick Carroll Jun 10

New data shows 68% of Google searches end without a click. For law firms, this means optimizing for featured snippets and AI Overviews isn't optional anymore. The post breaks down what still drives traffic and what doesn't.

When Google Stops Sending Clicks, What Still Works? - SparkToro

Less than a third of Google searches still send a click. Here's what zero-click search actually means for your strategy — and the moves that still work.

SparkToro