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The Law Firm Marketing Minute
One Blog Strategy That Will Be Critical in 2026
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In this episode, Danny Decker breaks down why the blogging playbook for small law firms is about to change in a major way. As more consumers shift from Google search to AI tools like ChatGPT, Gemini, and Grok, the old keyword-stuffed approach is quickly losing its power. Danny explains why human-friendly, genuinely valuable content is becoming the new gold standard — and how law firms that embrace this shift in 2026 will stand out in AI search far more than those still writing for algorithms. It’s a short, sharp insight every small firm needs as they prepare for next year’s competitive landscape.
📌 Key Takeaways:
- Why AI search is replacing traditional SEO faster than expected
- What type of content AI tools actually pull into their answers
- How human-focused blogs will outperform keyword-optimized posts in 2026
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What is the point of getting to the top of Google with a blog entry if that blog entry uh sucks? And and a lot of people find it, but nobody likes it, so you didn't do you didn't really accomplish anything. But what's funny is with the emergence of Chat GPT and AI platforms like Gemini and Grok and others over the last few years, we've we talked, I think a couple weeks ago, Mike, about sort of the big shift that's happening where consumers, depending on what studies you listen to, anywhere from like 10% to as much as 50% of consumers are preferring um an AI search tool over a traditional search engine, right? And so the way people find lawyers is changing. And what's really funny, and the reason I say this is like a full circle moment, is because the type of content that we've been advocating for kind of all along is all of a sudden really, really, really important for Chat GPT and these AI platforms. Because they are not looking for um, you know, blogs that are crammed with SEO phrases and that are optimized to just make sense to Google spiders, but not real humans. Yeah. They are looking for genuinely valuable content that's useful for humans. Yeah. And so as we like are now thinking about AI and how to optimize for AI and help lawyers get found through Chat GPT, it's refreshing because you know, we sort of planted our flag from the beginning on you should be writing for humans and creating content for humans. And lo and behold, that's the type of content that performs really well on ChatGPT and other AI.
SPEAKER_00:The Law Firm Marketing Minute is brought to you by Spotlight Marketing and Branding, where we help solo and small law firms get more clients and better clients. If you want more details, visit GrowMyLaw Firmfast.com.