Associate journal
Clear observations from the work: what signals matter, what should be ignored, and how AI changes the practical maintenance of a law firm’s marketing.
SEO · September 30, 2026 · 8 min read
Twenty years of law firm SEO, from the 2007 wild west to the agentic era. Why the old playbook is stale, and how AI shifts the game from ranking to retrieving.
Read noteThe Agency · August 24, 2026 · 7 min read
Marketing costs are squeezing law firms. A breakdown of PPC, WordPress builds, and retainers, whether each is worth it, and how an AI agent changes the math.
Read noteThe Agency · August 24, 2026 · 7 min read
Harvey is automating legal workflows at a $15B valuation. Legal marketing is stuck on the retainer model. Why I built Associate to automate the maintenance layer.
Read noteThe Agency · August 23, 2026 · 7 min read
What does it really cost to market a plaintiff's law firm? Three scenarios, from $40,000-a-month paid ads to a $499 agentic option that levels the field.
Read noteSecurity · August 22, 2026 · 6 min read
Most law firm sites run intake through Gravity Forms, a self-hosted plugin storing sensitive client data. Why that is an ABA Rule 1.6(c) risk, and the fix.
Read noteSecurity · August 18, 2026 · 7 min read
AI is accelerating vulnerability discovery, and most law firm WordPress sites are full of holes. Why a security reckoning is coming, and what the ethics rules demand.
Read noteContent · August 18, 2026 · 5 min read
Law firms are embracing AI-generated content, but SynthID-Text watermarking and the EU AI Act are making it detectable. A safer approach for legal content.
Read noteThe Agency · August 18, 2026 · 7 min read
After 14 years in legal marketing, here is why the retainer model is breaking, why AI disrupts marketing before law, and the agent we built in response.
Read noteContent · August 18, 2026 · 5 min read
Google is going zero-click and AI overviews are eating the ten blue links. Why law firms should trade shallow SEO copy for client stories and experiential depth.
Read noteReputation · June 24, 2026 · 3 min read
Client reviews do more than reassure prospects. They tell search and AI engines which firms are real, active, and worth naming, if you handle them with care.
Read noteSEO · June 3, 2026 · 3 min read
A simple way to check whether AI engines name your firm, and what it means when they don't.
Read noteAI Visibility · May 12, 2026 · 3 min read
GEO is the practice of getting your firm named and cited inside AI-generated answers. Here is how it differs from SEO, and why it matters now.
Read noteThe Agency · August 19, 2026 · 7 min read
Why I built an AI agent to handle law firm marketing tasks.
Read noteAugust 6, 2026 · 5 min read
Why one firm appears in an AI answer, what actually changes that answer, and where law firms should focus first.
Read noteJuly 23, 2026 · 4 min read
A new page is a signal, not an instruction. Here is how to separate useful competitive evidence from noise.
Read noteJuly 9, 2026 · 4 min read
The practical challenge is finding the pages affected by a change without turning every legal development into marketing work.
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