Legal Marketing Insights

This is where the writing lives — essays on legal SEO, observations from the work, reactions to algorithm updates and bar-rule changes, contrarian takes that don’t fit elsewhere on the site. New pieces go up once or twice a week.

The publishing philosophy

The consultancy is built on the premise that most law firms should fix what’s already on their site before publishing more, and that holds for our own writing too: we don’t publish to fill a calendar. We publish because something — a Google update, a vendor’s pricing move, a state bar opinion, a market shift across the client portfolio — is genuinely worth a written reaction.

The current cadence is one to two posts a week, sustained by the reactive nature of the work itself. Algorithm updates happen on Google’s schedule, not ours. Bar associations publish opinions when they publish them. Vendors raise prices when they raise them. Phoenix-market shifts happen when they happen. The writing here is the public version of the work we’d already be doing internally — the part where we read every update so our clients don’t have to.

The four core guides cover what’s evergreen. This is where what’s true right now lives.

What you’ll find here

Five rough categories. Posts almost always fall into one of them:

• Algorithm and Google update reactions. When Google announces or rolls out an update and we see signal across the client portfolio, we write what changed and what to do about it — usually within seventy-two hours.
• Industry and vendor critique. Why the $7K-a-month legal SEO retainer benchmark is a myth. Which paid directories are still worth claiming and which aren’t. How agency mills actually choose which clients to keep. The opinionated stuff.
• ABA and state bar rule watching. When the State Bar of Arizona, the ABA, or another state bar issues a marketing-related opinion or rule update, we translate it into plain English with the practical website implications.
• AI and the future of legal search. AI Overviews. SGE. What ChatGPT says when prospects ask “best [practice] lawyer in [city].” Where the SERP for legal queries is actually heading and what to do about it now.
• Phoenix-area market intel. Loop 303 development, Sun City demographic shifts, Maricopa County court changes, anything Phoenix-specific that meaningfully affects local law-firm marketing.

Recent posts

How to follow

Two options. Either works.

Bookmark and check back. At one to two posts a week, dropping in once a week catches everything. Anything significant stays at the top of the index.

Email when there’s something new. If a small notification list ever gets set up, it’ll be exactly that — an email when a new piece goes up, nothing else. No drip sequences, no marketing automation, no “5-part series” auto-sends, no sales follow-up disguised as a newsletter. Until that’s built, the bookmark approach is the path.

In the meantime: the existing writing under each of the four core guides and the deeper articles inside them — Legal SEO, Local SEO, Practice Pages, Reviews & Reputation — covers most of what we think is evergreen about legal SEO. The sitemap has the full index.

— The owner, PHX Search Co.