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Nick Carroll
Founder, Alt[2+1] Development
I lead content strategy and product design at Alt[2+1] Development, where I help plaintiff firms nationwide build durable publishing programs that reach both search engines and the new generation of AI-powered answer engines. My work focuses on the overlap between legal SEO, generative-engine optimization (GEO), and verifiable professional identity — the three forces reshaping how lawyers get found online. I also build publish.law and the Open Legal Publishing Network (OLPN), a decentralized protocol that lets an attorney's credentials, properties, and connections be independently verified across every site they publish on.
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Triple Claris Cluster: A Comprehensive Content Management System for Law Firms
The Triple Claris Cluster method can optimize a law firm website for search engine visibility and user experience. This method involves a structured approach to organizing a website's content by creating pillars (catpillars), clusters, and enhanced clusters (Claris Clusters). In addition to improving SEO and user experience, the Triple Claris Cluster method enhances website administration and encourages attorney buy-in and adoption. Benefits of the Triple Claris Cluster The Triple Claris Clus
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Welcome to the First Tokenized Lawsuit
In October 2021, the first tokenized lawsuit fund went live on Republic. Termed an “Initial Litigation Offering,” the tokenized effort is aiming to fund a case against a California county. Tokenholders of the lawsuit token will receive a stake in the resulting recovery, if any. Now, things are moving so quickly at the intersection between cryptocurrency and law, so by the time you read this article, the story might be outdated– but note, this article is written to explain the fundamental moving
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How Competitive Analysis, Keyword Discovery and Position Monitoring Tools Benefit Law Firm Content Marketing
An effective content marketing plan for lawyers includes in-depth content analysis. There are many strategies that can be leveraged during analysis to ensure the content you deliver has the greatest impact; measuring key performance indicators (KPIs) and knowing how to use Google Analytics and Google Search Console are two strategies that show how well your law firm’s content marketing efforts are performing. But there are other core strategies that lawyers should use to meet goals, understand
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What Types of Content Should Your Law Firm Share?
Different types of content convey differently depending on the audience. For some, a web page that contains testimonials about your practice areas and extensive experience may persuade your target audience to engage with your site or even contact your firm about representation. But many people will resonate with a different approach and delivery format, so lawyers need to develop a well-rounded content marketing strategy. There are many options available, but here are seven types of content law
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Social Media Monitoring Tools for Lawyers
There are several components to a successful social media strategy and countless ways to strategize. But there’s one part of the social strategy you don’t want to ignore. Your marketing plan isn’t complete without social media monitoring and social listening. Social media monitoring consists of tracking data and what people are saying about your company, while social listening improves your strategy by using the data gathered. You can do both yourself, but it’s more efficient to outsource and u
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Why Lawyers Should Use Google Analytics and Google Search Console
Setting goals, selecting relevant key performance indicators (KPIs), and measuring successes and failures are all core components of a solid content marketing plan for lawyers. In the final stages, in-depth analysis of content performance should occur, but it needs to be done with purpose and strategic direction. Tools like Google Analytics (GA) and Google Search Console (GSC) can be invaluable during this process. They provide extensive data about website performance, audience engagement, func
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How to Use Google Analytics and Google Search Console for Lawyer Content Marketing
Google Analytics and Google Search Console are important tools to track and analyze how well your law firm’s website contributes to content marketing efforts, brand recognition, and overall business goals. They offer in-depth data and customizable reports related to website performance, user engagement, functionality, and optimization. With a strong understanding of how to use and connect Google Analytics and Google Search Console and how to interpret and act on what’s learned through the two t
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Why Repurposing & Refreshing Law Firm Marketing Content Is Helpful
You might have heard this phrase before - “Content is king.” Does this mean that you need to produce a never-ending amount of content to get your desired target audience to pay attention and see you as an authority? Absolutely not. Repurposing content is a way to utilize previously used or published content while injecting new life into it. When creating content, most marketers create it with a specific target audience and purpose in mind. For example, a law firm might create a blog post about
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A Guide to Content Curation, Aggregation and Publication for Lawyers
When done right, every piece of content your law firm delivers has a clear purpose, adds value, and is strategic. It’s created for a specific audience, delivered and promoted through the appropriate channels, and analyzed to ensure it succeeds. But there are two components of content marketing that are often missed or done poorly: content curation and content aggregation. A solid law firm content marketing plan identifies and leverages content from other sources. It focuses on core topic areas
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