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
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.
- Nick Carroll
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.
- Nick Carroll
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.
- Nick Carroll
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.
- Nick Carroll
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.
- Nick Carroll
Practical guide for getting law firms mentioned in AI responses. Covers optimizing content structure, building topical authority, and creating the kind of comprehensive resources that AI systems actually cite when answering legal questions.
- Nick Carroll
If your legal site's traffic dropped after Google's May update, this breaks down what changed and what to do about it. Covers specific recovery tactics for law firms hit by the algorithm shift.
- Nick Carroll
Google's new Search Profiles let publishers create verified identity cards that appear in search results. This could be huge for solo attorneys and small firms building digital authority and E-E-A-T signals.
- Nick Carroll
Great advice for most attorneys, not just solos...
"You don’t have to spend hours every week attending formal events, posting several times a day on social media, promoting seminars, or laying out six-figures for advertising. In fact, as a sole practitioner, you probably shouldn’t advertise at all. You don’t need billboards or bus benches. Advertising gets expensive, fast, and in many fields and markets, there is too much competition."
- Nick Carroll
Courts are seeing more AI-assisted filings from pro se litigants, creating new challenges for judges and opposing counsel. This trend affects how legal professionals need to prepare for cases, and their futures..
Subscribe to Nick Carroll
Get new posts delivered to your inbox.