Artificial Intelligence (AI) has transformed many industries, including legal services. As a result, it can be difficult for law firms to set themselves apart.
However, one area where humans distinguish themselves is in SEO. This means there’s potential for you to excel through their content marketing efforts.
In this episode, Gert Mellak and Karin Conroy of Conroy Creative Counsel share insights on creating content that beats AI.
Table of Contents
SEO in the Age of AI
According to Gert, the legal industry poses particular difficulties due to its complexity. This requires specialist knowledge to write accurate and authoritative content.
To overcome these obstacles, he suggests specializing in specific industries or leveraging AI technology. AI tools like ChatGPT and Bard offer a tempting solution. This allows the rapid generation of SEO-optimized content.
However, relying solely on AI carries risks, which lack the way to satisfy user intent. He advises agencies and businesses to:
- Use AI for initial content creation. But prioritize human editing and quality control.
- Focus on user-centric content that genuinely solves problems and provides value.
- Maintain a sustainable content creation process that adapts to Google updates.
AI can be a helpful tool, but using it wisely and ethically is crucial.
Do Outdated Articles Really Devalue Websites?
Having outdated articles on a website can contribute to its devaluation. This is particularly true when the competition increases each year.
Many website owners who ranked well before struggle to understand why their content is ineffective now. They assume that it still drives traffic and leads. But, the reality is often different.
Gert advises conducting an initial consultation to determine if help is needed. Here are ways to give value to your website content.
- 80/20 Rule. 80% of content drives only 20% of traffic. Removing irrelevant content won't negatively affect the website.
- Focus on conversions. Analyze where visitors convert and update articles.
- Prioritize fresh content. Update outdated content or remove it if it is not relevant. Repurpose content in new formats for better engagement.
- Track conversions. Install conversion tracking to understand user behavior.
Don't be afraid to audit and update your website content.
Limitations of AI-Generated Content
SEO expert Gert Mellak explains the limitations of AI-generated content. These vulnerabilities offer opportunities for human-created content to shine:
Predictive models based on existing data
AI cannot create original insights or connect legal concepts. It simply rephrases existing information. This potentially leads to factual errors or "hallucinations.”
Reliance on training data
AI occasionally fabricates details to fit predetermined patterns. The generated content can be biased or misleading if the training data lacks accurate information.
Gert advises demonstrating the necessity for careful monitoring of AI outputs.
Difficulty understanding context
Although progress has been made, current AI systems mainly rephrase learned information. AI struggles to understand human language. Thus, the specific needs of your target audience will not be provided.
Legal content requires human expertise to achieve desired results.
Where Your Writing Beats AI
Testimonials serve as examples. Authenticity matters and falsification is both legally wrong and ineffective.
Gert recommends these tips:
- Combining structured frameworks with individual input
- Using detailed prompts
- Providing comprehensive guidelines, such as tone, style, and brand identity
- Customizing AI platforms by incorporating organization-specific information
This balanced approach maintains essential human attributes in final creations.
Powerful SEO Strategies for Law Firms
Gert highlights the importance of incorporating one's professional experience when crafting content. Specific recommendations include:
- Share real-life examples to remember specific cases and relay related anecdotes.
- Describe clients' experiences and challenges to connect them to relatable scenarios.
- Direct the AI to utilize provided facts and sources exclusively.
- Request the AI to abstain from generating falsified statistics.
- Introduce personal narratives into the AI system.
AI Predictions for the Next Year and Beyond
Below is a summary of their predictions for the next year and beyond:
Short Term
Within the next 12 months, AI platforms like ChatGPT will address current issues. This includes incorrect calculations, fabricated information, and improper citations.
- More advanced knowledge graphs will ensure factual accuracy before generating content.
- AI will become more integrated into everyday applications like email and office suites.
Long Term
Over the next couple of years, AI will become more ubiquitous.
- Email responses may be automatically generated based on past interactions and patterns.
- Document creation, such as contracts, will be heavily influenced by AI suggestions.
Moreover, Google's knowledge panels offer a potential solution for verifying online identities. This requires document verification for individuals. Challenges exist for individuals with common names. Maintaining consistent online branding is important.
Other Resources for Law Firms
Karin and Gert Mellak recommend the book "SPIN Selling" for lawyers. This is grounded in extensive research conducted by the author, Neil Rackham.
By using this method, lawyers can better communicate the stakes involved in legal matters. This thereby demonstrates their expertise and the necessity of their services.
Conroy shares an example of a former client who implemented a similar approach in their messaging. She notes the importance of balancing communicating potential problems without crossing into negativity.
Final Thoughts
Businesses, including law firms, need to offer better content and prove their humanity. Consistently maintaining relationships is also important for success. By applying these lessons, lawyers can strengthen their strategies.
Partnering with a reliable SEO agency like SEOLeverage can be beneficial to ensure a successful SEO strategy. Their expertise can help you drive growth.
Contact SEOLeverage.com to discover how they can assist your business.
