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The Law Firm Marketing Minute
SGE: The AI That's Disrupting Law Firm Marketing Strategies
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🚀 Google’s SGE is shaking up law firm marketing like never before!
Smike, Sarah, and Eddie explore how this revolutionary AI is disrupting traditional SEO strategies, reshaping search behavior, and challenging lawyers to adapt. Whether it’s about crafting better content or understanding what clients see first, this episode gives you the edge to thrive in the AI era.
📌 Key Takeaways:
- How SGE is replacing traditional search behavior and why it matters to law firms.
- The role of high-quality content in navigating AI-driven search results.
- Actionable strategies to future-proof your law firm’s marketing.
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No, I mean, I think that they do need to understand like what and why and how it's working.
Speaker 2:She just agrees with you again, so that it can work better for them. This is the last podcast I'll ever be on.
Speaker 3:Welcome to the Law Firm Marketing Minute, the go-to podcast for solo and small law firms who want to level up. I'm your host, smike, and I'm excited for you to join me this episode. All right, without further ado, let's dive in. Hello everyone, welcome back to the Law Firm Working Minute. As always, I'm your host, smike, and I have two very familiar faces. Again, we are back at it the trio. Right, we've got Eddie. Hey, I was expecting a higher pitch, and then we have there it is, and then we have Sarah.
Speaker 1:Wow, I wasn't expecting a pitch at all, eddie, yeah.
Speaker 3:But we have a very exciting episode today because this is something that actually we had a discussion about the other day and it got a pretty good energy. It got to a pretty good level of energy because you, you, the most yes, you're running.
Speaker 2:You're running around to people's offices talking about, like this, this epiphany you had I did. I didn't have an epiphany, so this he's being genuine when he says we had this conversation and generated excitement.
Speaker 3:This is very real it is very real and the the realest thing about it is that it could potentially affect your law firm and how you market your law firm. I'm sure that you've heard of SEO, but we're not here to talk about SEO. It's the other three-letter demon that has popped up from Google, called S-G-E.
Speaker 2:I know, but you're going to get into it. But there's so much intertwined now between S-G-E and SEO, so get ready Buckle seatbelts, especially if you're driving.
Speaker 1:But do you really think it's a demon though?
Speaker 3:You know what we're going to find out today? We're going to unravel, we're going to exercise it if it is, and if it's not, it can hang out. Okay, I mean, you know, we keep Eddie around.
Speaker 2:He Sliding scale. That's probably where I'm tipping it, yeah.
Speaker 3:So, eddie, you have done out of the three of us I would say you have done the most research into SGE in terms of Well.
Speaker 2:Thank you, michael, for noticing.
Speaker 3:Well, you know, I was throwing the shot out there and I guess I hit, but yeah. So you've done the most research into SGE Out of the three of us. What can you tell me? First of all, what does SGE even stand for?
Speaker 2:All right. Sge stands for Search Generative Experience, and if you have no idea what I'm talking about, you probably already do, Because if you've gone to Google in the last I don't know a couple of months, you've typed in a search. It could be anything what is the greatest hockey player in the NHL? It's going to give you a response that's AI generated.
Speaker 3:It's going to break down a couple of things it's going to be in those blue letters, when you see right above all, including the sponsored website. And don't forget if you love your lawyer friends, let them know about the Law Firm Marketing Minute. We'll see you tomorrow.
Speaker 2:It's intertwining the search experience along with artificial intelligence and getting people to get to an answer directly from Google, versus using Google as an indirect platform to funnel websites. That will therefore go into the website and find the answer they're looking for. Now Google is giving you the answer.
Speaker 3:Yeah, and again it's an AI topic. Right, I feel like we keep coming back to AI. It reminds me of that South Park episode.
Speaker 2:Which one? The ticker? Oh yeah, well, ai is not taking our jobs. Please, god no.
Speaker 3:It is a very real, I guess for some people. You know to kind of freak out about where AI is going, but at the same time you're better off knowing how it works, what's coming, what's. You know what's going to be basically all over the news in the next however much time, and know how it works before it does. So when it comes to the AI, I mean, doesn't okay. So here's a curveball for you guys. Actually, sarah, I want to hear from you first Get ready.
Speaker 3:Yeah, here's a curveball. So if AI using SGE is just summarizing things, are blogs still worth writing?
Speaker 1:absolutely because that's where it's getting the information from it's scouring the internet and because ai can't create anything without some sort of input. So the input has to come from somewhere and it's probably going to come from a blog that's written by a human and has the answer in it and it's going to pull it from there so it's.
Speaker 3:It's like we've been saying all along that it's about the quality of the blog, more so than we even thought possible beforehand.
Speaker 2:I mean, I was going to pull out my phone. I'm realizing I'm recording in this podcast on my phone, but I had notes. Mean because if you go to Google, search results.
Speaker 3:That would have been funny if you just pull it out.
Speaker 2:Yeah, it's like this is awkward, but no.
Speaker 3:Sorry, I got to take this.
Speaker 2:I had straight up quotes. I mean, if you go to Google's search page, they're going to give you a lot of information as to how to get on the first page of Google. And the ironic part is, I mean I believe there's 19 points Again, my phone's not on me so I don't have all of them but of the 19 points, I think 18 of them have to do with content and authoritative sources and consistent posting and where the source comes from, how often it's updated. So it's actually looking for answers and I'm sure we're going to get into this. But the thing with SEO is everyone thinks there's some sort of gimmick or trick that they can trick Google into getting their website in the first page. But the strange irony here is it's no longer keywords, it's content, and that's what's driving these responses.
Speaker 3:So would you say, though, that, because it's Google's AI that's creating these summaries of answers basically, what if it gets it wrong? What if it pulls from a blog? It's a really high-quality blog, yeah, but it's just the wrong answer and it shares that right, so it's like you know. If it's, I wonder what. Maybe you know the answer this. I wonder what the back end kind of technical aspects are, to kind of fact check itself, because it's like if it's pulling from all these blogs that are supposedly giving all the right answers what if they're not?
Speaker 3:you know what I mean. So it's like where?
Speaker 2:where's this curveball number two, or is this?
Speaker 2:this might be curveball depending on if you can answer or not well, remember, um, we just had a physician's assistant come in and she gave us a speech or gave us a class on health care and how to take the keys to longevity, and one of the funny things was she pulled up the AI response from SGE and it was dead wrong. She showed it right to us. So, yes, just because it's pulling up there on AI does not mean it's right, but it is taking people's attention and I think that's what we're really focused on.
Speaker 1:And I think we say that every time with AI that it is not 100% correct. You should always fact check it, especially if it comes to law, if it comes to something that is sensitive in nature that you need to have an exact, right answer. I would fact check it for sure. It's not like you know what's the best dog to have. Well, that's subjective and AI you know it's not subjective the boxer boxers, golden retrievers are pretty great.
Speaker 3:Sorry, I cut you know it's not subjective. The boxer Boxers, golden retrievers are pretty great. I'm sorry I cut you off, but yeah.
Speaker 1:So you know, I would definitely fact check anything anyway.
Speaker 3:Yeah, I mean okay. So that's extra work though, right, Mm-hmm?
Speaker 1:Well, it gives you so within the. I mean when it gives you that answer when the AI spits out that answer. I mean when it gives you that answer when the AI spits out that answer it. Links where they got the source from.
Speaker 3:Oh, look at that you can go on to the blog Already thrown out the technical aspects of it and how it works.
Speaker 1:That's important though it is because you can then go on and see. You know who said this, when did they say it, when did they say it? Because what if it's old? So what if it's not wrong?
Speaker 3:old. So what if it's not wrong? It's just two years old or something. Yeah, I, you know I actually I made a linkedin post the other day. I was griping about how there's blogs out there that they don't put their published date, this, they don't display their published date, and that infuriates me and the reason why I get it again.
Speaker 2:This is entirely accurate. He came to my office ranting about this two days ago.
Speaker 3:This is real and you can check my linkedin I put it really did happen but uh, because, like I know how to check for it, I know how you can inspect the page and find it this and that, but it infuriates me because it's like I want to actually go read a uh blog about sge and it was like, oh, the new thing, whatever. And I was like, okay, well, when was this posted?
Speaker 3:because I want to know, like, how new it was to the date of the blog and there was no date in Inferiority I found it and it was like the blog was from this past February, not cool yeah. But just like Inferiority, even not even less cool. Yeah, because I wanted something a little bit closer to you know, but anyways, that's my gripe.
Speaker 2:That's my gripe. Where were you before you went on your rant again?
Speaker 3:Well, we were talking about how you could click on the links and go to the pages.
Speaker 2:Those links are important because, I mean, that's where people's attention is going right now and I mean, if we're talking about SEO, I mean the SEO game. What people think to be SEO is that they're trying to game the Google algorithm, which they've never made public. I mean, some of it is leaked and it changes. They make major changes, probably five or six times a year. They make minor changes that don't affect keyword search, maybe five to 600 times a year, and that's straight from Google admitting this. So they think they can kind of game the Google algorithm. So they show up on the first page and that's where the targeted people are going to go to With SGE. Now, even if they're going to read that and say, okay, Michael Peltier is not the greatest NHL player and that's what SGE pumped out, I'm going to click the link that they. I could have told you that, yeah, I mean I'm going to go to Google for that one. I've never seen you skate at this. That's bad.
Speaker 3:Yeah, get that out of your mind.
Speaker 2:No, but I mean like so, but now people are going to click the links that Google provided them. So I mean it's like I've done so many searches on Google where I've never touched the webpages on the first page. I mean 60% of the traffic goes to the first three organic searches before SGE. So even if you're on the first page, I, if you're in the last result in the first page it was less than about I don't know, maybe it was a neighborhood of 2.7 people actually click on the last last website. The majority of traffic was going this first three organic, not the paid the organic results, now the. Now the traffic is going to one of those links that sge is providing right, but it's when you first put in a search in google and you get those first three.
Speaker 1:You're most likely to look at just the first three, but it still has to answer the question which, if you SEO stuff and you do these things sometimes just that little blurb is already telling me this is not the answer I'm looking for.
Speaker 2:And.
Speaker 1:I might try another way of searching it. I'm going to put in some other words. That is hopefully going to give me the answer I'm looking for. Now with SGE, I'm seeing more of that answer and I'm getting closer to the quality content that I'm looking for.
Speaker 3:Would you say, because we've been saying SGE and SEO in the same sentence many times for this podcast would you say that SGE is the new and updated SEO, or would you say that it's something completely different but better?
Speaker 2:We had this conversation this week. I'm not entirely sure what SEO is anymore. I know it's kind of a weird thing to say, but I mean for the longest time we've always talked about the backlinks, the different UX experience, the different types of thing. I mean there's a gambit of things that SEO people do to get, now that Google has made it kind of somewhat more out there, that they're looking for quality content. Is quality content?
Speaker 2:Seo Is the best way to get on the first page of Google, not through backlinks and keyword stuffing, but actually quality content for every reason we've just mentioned. Because I mean we're looking for answers. I mean we're looking for the best gimmicks in the world might get eyeballs, but they're not going to get people to stay for the party. You've got to get people to stay for the party and that's with valuable information. So I mean now we're wondering what search engine optimization? Does it actually mean content versus? Does it mean tricks and gimmicks? And I generally don't know the answer to this because we don't do SEO, but I'd love to know from SEO people if they're focusing more on quality content to get the results they want.
Speaker 3:Yeah, yeah. So I've got three different myths here SGE myths.
Speaker 2:SGE myths.
Speaker 3:Myth busters One of them. We already talked about. The myth was SGE is perfect. It'll never make mistakes. Busted, busted. Here's another one SGE will make websites obsolete.
Speaker 1:No, there is the whole zero click, so I don't think it will make websites obsolete. But if it's a short form answer that people are looking for, then, yes, you are going to just get your answer and move on with life. If it's something you're researching, like looking for, then, yes, you are going to just get your answer and move on with life. If it's something you're researching, like looking for a lawyer and I'm looking for more information, then I'm going to see that short form answer. If it grabs me and I'm going to research more, I'm going to click through, I'm gonna.
Speaker 1:But for some things, yes, it is going to make things very just, clear, cut, and it's going to give me the answer that I need. I'm not going to need to click on anything else.
Speaker 2:Do you agree?
Speaker 1:No, Fight, you're fired, eddie.
Speaker 2:She's my boss, by the way, schneikies, I don't like that answer.
Speaker 2:I mean I do and I don't. But I'm saying what is a website for? And I think a lot for a long time when we talk about SEO gimmicks. The purpose of a website was to get on the first page to drive eyeballs. I mean, we've never viewed it that way, we never have.
Speaker 2:A website is somewhere where you can build credibility and gain trust. So even if you don't populate in the first page of Google, which we've never been concerned about if someone tells me all right, I need to meet the best hockey player in the world, he's going to teach me stuff. And someone gives me a recommendation, says Michael Peltier, he's the greatest hockey player going. Again, he's not, but I get that referral. So I'm already like, okay, I trust this guy. My I'm already like, okay, I trust this guy, my friend is telling me he's really good.
Speaker 2:Then I go on Michael's website Again. I type his name into the search bar. I see his website. Now I'm on there learning more about him, his background, what he teaches, what his ethos is I mean, what his approach to teaching skating, whatever. I don't even know what my ethos is. I don't know either, but the point is I mean I'm going to your website to learn more about you and kind of figure out who you are before I make that leap to call you or to actually maintain some sort of business relationship. So yes, in a way the websites are. I mean, if you're using website as a tool simply on the first page, it's going to become more obsolete. But if you're using your website as a professional business card in terms of people can see you, learn about about you and you can gain credibility and bridge that trust gap, then they're just as important if they've always been, if they're being used the way they're intended to be used.
Speaker 3:Yeah, Now, can you guys agree with each other now?
Speaker 1:It is. Well, I mean, I think that it is similar to what I was saying If you're going to research something, then you are going to carry on looking, and if it's something that I can just get the answer to, then I'm not going to. So there is going to be some change in the way people search things and get the answers that they need. If I can get it quicker and it is just you know how many ounces in a gallon boom, there's the answer, I move on. I don't need to research that. But if I'm looking at someone's website and I'm looking to see if mike is the best skater, yeah, yeah, yeah, okay, rollerblade or no, I downgraded from hockey player to just a skater, got it.
Speaker 2:Well, skating is hockey. As we say, we skate it. Yes, it means hockey, okay, gotcha.
Speaker 3:Gotcha. Well, I mean okay, she's right. She's right, I think what she's saying is that it's different when someone is actively looking, they're in trouble with the law and they're actively looking for the way out and they're getting answers from a person who knows what they're talking about, aka a good, you know, reliable lawyer. So if they're getting their answer from them, they're probably go to their page, which, yeah, which doesn't make websites right stop you're saying if it's something, a quick little if you're using it as a phishing net.
Speaker 2:I mean, if you're using your website as a phishing net to catch all the Google searchers, then yes, you're right, it's going to become less of a tool, less of a phishing net.
Speaker 3:Okay, so here's the third myth right Law firms don't need to care about SGE and what I mean by that is that if they already have content in place, it doesn't really affect their status quo.
Speaker 2:That I agree with Okay.
Speaker 1:Say that again.
Speaker 3:So if they already have content in place, they already are doing content, they're already writing blogs. Whatever the case is, they don't need to really care about SGE because it's not going to affect their status quo.
Speaker 1:What kind of who's doing their blogs Are they doing it? Are they letting ChatGPT write it? I mean do they have somebody? Are they taking the time to write it? Is it good quality content?
Speaker 2:I think that's where the premise. I think the premise is, if it's they're doing good already.
Speaker 1:Content.
Speaker 3:Let's say for the sake of this question. Then we can actually dig a little bit deeper into that. Let's say for the sake of this question. It's very surface level, it's they have good content.
Speaker 1:They just have good content.
Speaker 3:But they don't need to care about SGE because it's not going to affect their status quo, it's not going to rock the boat, so to say.
Speaker 1:Well, what do you mean? Care, though Like you mean, actually go there. They do need to understand what and why, and how it's working.
Speaker 3:She disagrees with you again, so that it can work better for them.
Speaker 2:This is the last podcast I'll ever be on.
Speaker 1:No, I think that it is good for anyone with a business that is doing content to understand how content is being used on Google, so that it works best for you.
Speaker 3:Yeah, so basically you're saying is that they have to care about it, to know what is happening underneath the hood, just for the sake of hey, it's affecting your law firm in some sort of way, so you should know how it works. Yeah.
Speaker 2:But if you're putting out good content, let it ride, baby. I mean it's like be aware of what SGE is, but I mean if you're putting out good quality content, I mean let the chips fall where they may. There's so few spots on SGE. I mean, if you're in Boston and you have I have.
Speaker 3:I have seen some SGE results where it's like it gives you bullet points. Yes, each bullet points a different way, as a different link.
Speaker 2:Yeah, yeah so there are links, I mean. But I mean like there's, if people were fighting for spots in the first page, now are they fighting for even less spots available on an S? A search generated uh response. Um, but yeah, be aware of it, but don't change what you're doing. I mean, if you get there icing.
Speaker 1:Or improve what you're doing.
Speaker 2:Or improve what you're doing.
Speaker 1:You just show up on that.
Speaker 3:Well, okay, so to the next question, then, and maybe you haven't gone this far in your extensive research.
Speaker 2:I doubt it.
Speaker 3:Yeah, but so back in the day with SEO. Very gimmicky. For the most part you know what the keywords. I used to do it yeah, the backlinks and all that kind of stuff, right. So for SGE, what's and I hate to use the word trick, but it's just for the sake of the conversation what's the trick to getting on SGE? Is it that you kind of have to just put out really good content, really quality content, and then cross your fingers? Or have you found like tactics that are used to?
Speaker 2:I don't know. I mean I don't think anybody knows what that is right now. It's a mystery, right? I mean the Google algorithm itself on the first page is a mystery. I mean, they've given broad examples of what they're looking for in terms of I think people are going to figure it out at some point.
Speaker 3:Oh yeah, Probably some point soon, oh yeah.
Speaker 2:If not I mean someone right now is doing it and just trying to figure out how to get on the first. Try to show up there too. I mean, that's the game, but yeah, I don't think it's out there as to what the trick or gimmick is to appear there.
Speaker 1:It's more, in a way, of thinking about your consumer, your client, the person that you are targeting, and the questions that they have, your frequently asked questions, and what is it that you can answer for them and what good quality content can you answer for them? Yeah then that would probably.
Speaker 1:It's not a trick, it's not a gimmick, that's what you should be doing but that right, that's what you should be doing and that's probably the best way to even have a good chance of showing up there. It's understanding your consumer, your client, and providing the answer.
Speaker 2:In the worst case scenario, you don't show up there and you have an absolute amazing website with informative information. So when someone does get referred to you, they're landing on a place where they can actually pull from and learn from. So it's like that Mitch Hedberg thing I love escalators because the worst thing that's going to happen is they're going to break and become stairs, right Nice. But it's like I love the content, because the worst thing that's going to happen is I still have amazing content on my website, like there is no failing there. I mean, if you get on SGE with a certain search, yeah, it's icing on the cake, yippee-ki-yay.
Speaker 3:Not a Christmas movie, but Don't open that can of worms, okay.
Speaker 2:But I mean, yeah, you still have a great website. I mean, conversely, if you were to keyword stuff and you don't land on the first page of Google, what are you left with A bunch of gibberish, so like that's a double fail. So like, with content, I mean, the worst case scenario is you don't land where you want to land. You're still okay.
Speaker 3:Yeah, yeah, I mean okay, you're still okay. Yeah, yeah, I mean okay. So here's a, here's another, um, kind of critical thinking. Uh, question for for both y'all, since you, you guys, are obviously on the same page with everything all day baby so, and this is completely hypothetical, this is something that you know. What you don't have to agree with and it's okay if I just agree on this one though though If SGE made a critical error that impacted a law firm's reputation, let's say that. So they're summarizing right.
Speaker 3:What if they summarize it wrong? They get the wrong kind of angle, the wrong kind of message from it right and they still put it out there. They post it and they say here you go, here's your answer to whoever's searching.
Speaker 2:Yeah, which is happening right now?
Speaker 3:Who's accountable? Is it Google or is it the law firm, for not creating the content the right way?
Speaker 1:Okay, so I'm a law firm. I put out content, google takes it. I put out correct content. I put out correct content. I put out correct information.
Speaker 3:Correct.
Speaker 1:Google has taken it and Skewed it somehow Put it in a wrong answer.
Speaker 2:Or something Lawyer's fault? No, not even close. I was just going to go the opposite of what she was saying. But no, it can't be the lawyer's fault.
Speaker 1:No, the lawyer has put out the correct information and if ai has skewed it somehow, then I mean it is on ai. But you can't really say that google has accountability, because ai is just pulling information and it's just it's artificial intelligence, I don't. It can't be held accountable for anything so is that something to worry about?
Speaker 2:absolutely not worry, but definitely be aware of.
Speaker 3:Okay, because think about it this way Say somebody searches and they get the answer, but it's skewed.
Speaker 2:Google.
Speaker 3:AI doesn't do a good enough job. Summarizing it it's skewed, gets the message wrong, gets the answer wrong, and then that person ends up hiring that lawyer with whatever they think is right in their mind. I don't know if I have a straight example of what that could be and how it could affect the law firm, but let's just say they think something that's very different from reality because of the skew, like now could you trace it even back to SGE, because they could just say oh, I read it on your blog.
Speaker 2:I mean that's happening regardless, is it? I mean people have contacted us saying we're family law attorneys.
Speaker 1:I get emails like at least once a week.
Speaker 2:Yeah, I mean.
Speaker 1:About our law firm.
Speaker 3:We should just start doing it right, yeah, I mean it can't be that hard.
Speaker 2:I mean no, but doing it right yeah it can't be that hard, I mean.
Speaker 3:I mean, like we know, janet, business develop, yeah, no, I'm not even close. I've been through a divorce, I know how miserable it is and family law will tell you that it's the worst.
Speaker 2:No, it's funny you always meet a family law attorney. I'm trying to get out of it but it's like no, but because it is hard.
Speaker 2:and I mean Janet, I mean she gets contacted. We put a lot of content out and we still get people the wrong. But I mean Janice, I mean she gets contacted, we put a lot of content out and we still get the wrong. But I mean in an ideal situation, that should never happen. Yeah, because even if you click on the link, there's supposed to be a nurturing situation there the videos, the blogs, the FAQs, everything on there.
Speaker 3:So it goes deeper Right.
Speaker 2:It's to get you on the same page as the attorney. So I mean mean if all they're doing is reading AI, clicking a link and calling you, and then the relationship has never been nurtured. I mean it was a flawed relationship to start with, so now I wouldn't worry about it, but I mean that that that that was never gonna work to begin with no right, hopefully intake, would you know, take care of that.
Speaker 1:But but I get what you know. You're getting at as you know. If something's wrong or something's put out wrong, then who is accountable? Well, quite frankly, you are. You should be doing your research, for you know big things that matter.
Speaker 2:And listen. If you're an attorney, you know darn well that a lot of people call you for things that you have no desire to do or things that are just outside of your wheelhouse. And if that's the case, I mean a lot of the times it's because you lack content. You lack this sort of because. I mean people will say I want to put this video out, I want it to convert, I want clients. That's not what a video does. A video is out there to get them one step closer on the buyer's journey. If they start looking at your consultation page after they watch the video, that's a conversion. Very few people are going to see something on a website and call immediately. So I mean, it's not a conversion tool, it's a nurturing tool and so, hypothetically, if your content works the way it's supposed to, they should never get to that consultation button, thinking that and if you do have content, they've completely skipped it.
Speaker 3:You probably work with them anyway. So all comes down to hey, you should be putting out quality content, be shots to be worried about nurturing your audience yes yeah, it's like we've been talking about this forever it means it's so, it's so strange, any, any final thoughts from the two of you, something that you could agree on.
Speaker 2:I think the landscape of SEO and the term SEO and its connection to quality content is probably one of the biggest things that's happened to me since I've been a copywriter.
Speaker 1:I think SGE is a new hot topic. We're going to keep an eye on it. I know you're going to do a lot of research, a lot of digging. We're going to keep an eye on it. I know you're going to do a lot of research, a lot of digging.
Speaker 3:We're going to have a webinar coming up. Yeah, we're going to have a webinar.
Speaker 1:And I think this is the beginning of these conversations.
Speaker 2:Absolutely. I said it was the beginning of the end.
Speaker 1:I'm like oh, ai is taking over.
Speaker 2:It's a big event for me because I disagree with you twice.
Speaker 3:Well, terminator is bound to happen at some point. Yeah, all right, everyone listening. Thank you for listening. Please leave a review, because we are trying to grow the show and it helps out in a major way, and I want to thank the guests for being on the show.
Speaker 2:You are not welcome. I appreciate it. I expect it Very.