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
Moz lays out a simple framework for structuring your content so AI agents can find it, understand it, and cite it. If you want your practice-area expertise showing up in AI answers, this is the kind of structural thinking that gets you there. It's practical, not theoretical.
- Nick Carroll
If AI defines your firm from its homepage, ask the harder question: what is it using to define you?
LawLytics calls the homepage an "entity anchor," the snapshot a machine uses to know who you are and what you do. But you're not your firm. Your individual anchor is probably LinkedIn or your firm bio. You don't own either, and both are limited for the job.
If machines decide who gets put forward, you need an anchor of your own.
- Nick Carroll
What Law Firms Need to Know About Recent Google UpdatesCore updates in March and May confirm persistent focus on content quality and increased concentration on user intent.
Angus This exactly...
"Attorney-authored articles, detailed analyses, FAQs based on real client questions and content demonstrating authentic, practical legal experience benefitted from the update."
Attorneys need to put real effort into making sure their real-life experiences and reputation translate into online authority and visibility. It's not magic. But, it does take effort. - Nick Carroll
You should consider signing up for a free publish.law site today just to use the notes feature. It combines the ease of a LinkedIn comment with the reach and visibility of a long-from blog post.
- Nick Carroll
Perplexity is the only mainstream ai platform I don't currently pay for. Apparently that's about to change. I'm not a lawyer, but the Midpage/Perplexity integration looks really interesting...
- Nick Carroll
Great post @angus...
"As AI tools increasingly summarize information for users, generic marketing content has become less and less valuable. Using a personal publishing site, one that connects an otherwise unorganized online presence, for orginal analysis, expert commentary and unique insights—the same qualities that make journalism valuable—is more likely to stand out."
- Nick Carroll
Researchers found that tiny, planted phrases in online content can steer AI agent recommendations toward specific brands. The flip side for you: your own content, your reviews, and your directory profiles can be optimized the same way. Small, deliberate wording choices in the right places carry more weight than you might expect.
- Nick Carroll
A tool called QueryFan surfaces the actual web searches ChatGPT and Gemini run when generating answers. That means you can now see whether your practice areas are showing up in those hidden queries, and adjust your content accordingly. It's one of the more concrete ways to understand why your firm does or doesn't get cited.
- Nick Carroll
Google's own patent describes how its AI builds entity profiles by pulling from reviews, your website, and public data. For your firm, that means your scattered online presence, your bio, your bar profile, your reviews, all of it feeds the picture AI builds of you. Connecting those dots is now part of getting found.
- Nick Carroll
Google gave direct guidance at Search Central Live on how it reads your content: how it breaks pages into chunks, how your whole site's reputation affects individual pages, and how AI Overviews affect click behavior. This is straight from the source, and your site-wide signals matter more than you might think.
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