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well hello everyone and welcome to this month's live event the 10 hottest internet marketing strategies for law firms my name is Jay Berkowitz and we're going to cover a lot of really cool technologies that are working for our customers of course we're going to talk about chat GPT some new technologies like law Droid that you can actually use in your firm I'm going to share with you the secret code for getting the top three of Google a new site called flicky and the number one strategy to rank on the number one social media so before we get going do you have any do you consider yourself a real technology expert like do you really have your marketing nailed down you can just put a one in the chat if you really think you have everything nailed down or are you more of um a basic you know Tech solution person like you got a a basic website and a basic Facebook and that's about it or maybe you're somewhere in the middle or maybe you don't know how to chat so just uh you know put a quick answer in the chat are you a one two or a three so I want to thank you for being here and whether you're here today live or whether you're on the YouTube streaming uh you know congratulations for making the time for being here you know first of all the fact that you're able to get on the zoom a lot of people can't get over that hurdle um also you took the time away from billing hours to make some improvements or to learn some new technologies so congratulations and thank you and congratulations because the fact is you had other things to do you know if you're in the Eastern Time Zone it's it's lunch time and you could have been eating lunch or if you're in the Far Western time zone you know it's breakfast time or you're just getting your day started so congratulations for being here but basically you care about improving your business and you want to use technology to get more leads and cases I mean you are one of a select group of rock stars that you know what I find is attorneys like you that attend these sessions that go to the conferences and put these things into practice get 100 to 200 sent more cases than the attorneys who don't make the time to do this so you're part of a select group that makes these things work now my mission today is to take you through the 10 strategies that are working for our 10 golden rules clients so I'm gonna you know open the the kimono and unveil the uh scale back the onion if you will and show you how you can really apply these strategies how you can get more leads sign more clients and make more profit um if you're in on this put a one in the chat let me know this is this is working for you um I I some of you who are like me and have a few gray hairs used to listen to FM radio my favorite station is Wii FM what's in it for me um if you've heard that expression before um but what you'll get today is well we'll Deep dive into artificial intelligence and chat GPT what is this thing what does it really mean and how can you use it in a law firm how can you use it in your business and some great uses in daily life we're going to cover what's happening with the search engines it's a major shake-up happening in the search engine business and how that's going to affect your Law Firm today we're going to talk about how to generate clients from social media and new technologies that you can actually use in the law firm so my goal is that you're going to feel empowered to use a few of these tools right away so I'm going to move fairly fast these slides are going to move quickly but I will send you the recording so take all the notes try and grab two or three things that you can do right away to make a difference in your business I will move fast as I said but you will be able to get the recording and then go back and and get things in more detail we will take questions at the end now if I can I want to tell you a little bit about me I come from a small town in Canada called Winnipeg this is a beautiful Central Park and probably looks a lot like that right now we got really lucky my wife and I and Parker moved to beautiful Boca Raton Florida and my career started I'm working with big Brands I was lucky to start working on a brand called Coca-Cola that had been marketed for about a hundred years got tremendous marketing experience I moved to Sprint to get people their first websites give people their first internet access get companies access to digital technology and build their first websites and then when the 2000.com crash happened my technology career took a little bit of a back turn if you will I got recruited to go back to a company I'd worked with in on the Ad Agency side to be the director of marketing at McDonald's restaurants now when I worked at McDonald's I got you know great experience but I my technology um progress took a little a little back step but I did sell some of the most delicious high fat foods in the world um beautiful Big Macs and french fries and I went directly from selling the most high fat food in the world to working at ediets.com and my inner internet and Technology career went back on that upward trajectory and at e diets we were spending about a hundred thousand dollars we were spending several hundred thousand dollars a day to drive a hundred thousand people to the website every single day and get about a thousand sign ups for this diet service every single day I got tremendous experience in what worked to drive traffic to a website back in 2002 2003. and in this time period we were one of the top five largest advertisers in the world online on the internet and I was asked to speak at the direct marketing Association and share my strategies share what works for this type of marketing and I went I did this presentation I wrote The 10 golden rules of online marketing and five or six people came up to ask me for consulting services and that was the launch of the brand 10 golden rules as a digital marketing agency now I've written five books on digital marketing since that time of course we started with the 10 golden rules of online marketing and our clients today get about 250 000 website visits about 35 000 leads every month and sign about 3 000 new clients every single month um one of our clients law Tigers had a tremendous increase this is um you know publicly available SEO measurement tool tells you they went from 1 100 SEO listings to over 4 700 SEO listings since we've been working with them for about the last uh 18 months another number we love to get is what we call a hockey stick and I'm from Winnipeg Canada as I mentioned and this is the shape of a hockey stick and for our clients we want to see the blade and the shaft we want to see a thousand or two thousand customers turn into nine thousand or ten thousand website visits and we want to see 20 or 30 leads turn into 246 202 leads now leads are are what Google calls goals in their analytics but their calls you know phone calls directly to your intake department form fills people filling out a form on your website or a chat the little chat box on your website so without further ado um you know let's move from talking about me to talking about you and I want to share the best resources the best results that our clients are getting with technology that you can apply in your business today now everything starts with the computers are coming for us and if I go I go back in in My Telling of this story to 1997 and that was the first time I had this aha moment when deep blue IBM's computer beat the world chess champion Gary Kasparov in a two out of three match in a game of chess and that was one of those aha moments where oh you know we thought computers were good at Checkers and things that were like rudimentary but chess is supposed to be art and it's supposed to be something that humans were better at and a computer beat the world chess champion then in 2007 Watson IBM's Watson actually won Jeopardy and beat Ken Jennings and and Brad the you know the all-time Jeopardy Champs and that was like oh my goodness these computers are coming for us in 2018 uh an AI software an artificial intelligence software called law Geeks beat expert lawyers in contract analysis the AI software had a 94 accuracy rate in finding mistakes in non-disclosure agreements the lawyers had an 85 accuracy rate so beat it 94 to 85 the lawyers took about 92 minutes to complete this task the AI software took 26 seconds and you know we're starting to realize you know this is becoming real this is going to be a game changer now in 2023 chat GPT has become all the rage and everybody's talking about it so I want to break it down and talk about you know what is it what does it mean how do you use it in your daily life and how do you use it in a law firm so if I do a search in chat GPT um and we call them prompts and when you refine your prompts you get much better results in chat GPT so if I say do I need a car accident attorney if I was rear-ended the way chat GPT works is it just starts typing out the answer and the chat GPT is actually it the p means predictive and it's like when you do a when you type things in your cell phone and it starts completing the words for you that's the way chat GPT works it's actually predicting the next words as it types the words that are going to be coming up it's so smart that it's actually generating this complete text on the Fly and the result's pretty darn good you know if you're rear ended in a car accident it's generally a good idea to consult with a car accident attorney to help you stand understand your rights and options in a rear end collision it's generally the drive of the vehicle is considered at fault and it gives you uh really valuable uh precise kind of information why is this thing blowing up why is it why is there so much talk about it well when Netflix launched it took 3.5 years to get to 1 million users Facebook was was a big rage and everyone was talking about it but it still took 10 months to get to 1 million users Instagram took two and a half months and chat GPT took just five days it was so exciting and everybody was sharing it that in five days it had a million users now Microsoft invested over 10 billion dollars creating evaluation for the company at 29 billion dollars and giving Microsoft Access to an exclusivity on a lot of the chat GPT features including they've just released a new version of their search engine called Bing and um I've you know I've been I got on the um the trial list for this new Bing they got a lot of bugs they're working out but I think it's going to be fascinating we're going to see the incorporation of the chat GPT search results in bing and clearly you know this is a different Bing where they're just saying you know ask me a question um you know plan a workout for me with arms and abs they're using that chat GPT functionality in bing now this is very very significant it's very significant for us as users and it's going to be a game changer for Google because for every one percent of the search Market that Microsoft can grab from Google it's worth about 20 billion dollars and I I would suggest that they're already stealing you know Chachi PT is definitely stealing searches from Google there's a lot of things now and I'll show you some of the things I'm doing there's a lot of things that we're searching in chat GPT instead of searching in Google and obviously once they've they've harnessed this thing if they do if they get it right if they get the usability right we're just going to go to Bing instead of going to Google because it's going to have this incredible chat GPT functionality so the two ways I I like to think of chat GPT it's a new search engine that's going to compete with Google and for our businesses you know we've been very Google Centric as law firms and Law Firm marketers we're trying to nail the four areas of Google and that's a big part of our marketing right what are those four areas um it's the local service ads Google screen right at the top it's the Google pay-per-click PPC it's Google Maps and it's Google SEO right and now we're going to have a a a a fifth a four there's going to be a fifth and a sixth thing we're going to have to figure out in the very near term we're going to have to figure out Microsoft Bing do you know do we need to be there are we SEO optimized for Bing and do we need to add Bing PPC to our marketing mix because the vast majority of people are not running PPC on Bing and are we going to be able to figure out chat GPT SEO search engine optimization for chat GPT and that's going to be one of the next interesting Frontiers over the next year so let me talk about this two ways first of all as a new search engine to compete with Google and second of all is a powerful new tool that you can use in your daily life now one of the things to just put a Proviso on this is chat GPT States right off the top that it may occasionally generate incorrect information May produce harmful instructions limited knowledge because most of the data in there is from 2021 now they have launched chat gpt4 which has some improvements but let's say I'm looking for an estate planning attorney it it you know States very clearly that it can't provide recommendations but it says go to Avo and Martindale Hubble I mean there's a lot of times that you do chat GPT searches and it states its limitations but here's some really powerful ways that uh we're using the tool first of all write an article with an introduction and a bulleted list and a conclusion what to do after a car accident and add a sales pitch at the end to contact attorney J Brookwood now I'm not an attorney but this is just for demonstration purposes and boom within like 20 seconds we've got an article with a bulleted list and a conclusion and a call to action very very powerful very very precise and accurate now one warning sign that that we're seeing out there and Google and Microsoft have both said that you know you can't just use the first cut of a chat GPT article as your new SEO strategy there's a few different reasons for this what Google's basically come out and said is no you can use artificial intelligence Drive content but they're standard for content is that the content must be excellent you've got to have great content that people read um to the end or they they engage with it very very high level and that content's got to be really really good the the second part even Microsoft has said like you can't use um AI content for SEO so um you definitely want to have really high quality content um so you can't just like take the first chat GPT article and put it up as your new blog post what a lot of people are doing now is they're they're using it for idea starters and then using a human editor and that's where sort of the industries uh resolving up but here's a great way of using it give me 20 titles for a blog post about what to do after a car accident and it's a great idea starter because for a lot of our personal injury lawyers we've probably written 10 very similar articles but we're always looking for new ideas and so we're taking this and we're creating an architecture where you know we let's say we want to talk about experience we want to talk about success you know there might be a dozen different categories that we want to rank for in the search engines and then we're creating these Excel spreadsheets to develop new content that we want to produce for websites now here's some of the specific legal tools um this one's really cool it's called law Droid just launched uses Ai and gpt35 they probably are using for now to serve as a lawyer's virtual Legal Assistant researchers legal issues drafts emails letters corrects grammars and can even just do conversational chatting if you need a friend here's an example of law Droid please describe the legal issues what's the leading case on privacy in the U.S and boom there's a result another new AI is called Harvey AI assists with contract analogous diligence litigation Regulatory Compliance case text is like lexisnesis where it can give you type of case information and do research for you other ways to think of this is like almost everything you do in your daily jobs you want to you know I'm starting to train my brain to turn the light bulb on could I do this quicker and easier with chat GPT um the other day I was explaining to one of my associates about this famous old book called Think and Grow Rich and I wanted to just sum it up real quick so I asked chat GPT and sure enough you know one of the best business books of all time by Napoleon Hill Think and Grow Rich it summarized the the the five or six core principles of the book very very quickly and very very easily um other things we've been able to use this tool for um right I was writing a job description and the old way I used to do it was take me time I didn't get it done for about a week I used to always copy job descriptions from the internet copy and paste into a word doc get three or four job descriptions that I liked and then rewrite the job description I needed to get this thing posted and I just wasn't getting it done and the light bulb came on chat GPT write me a job description for a salesperson blah blah blah and give me a bulleted list of the requirements for the job and give me a bullet or list of the types of things they'll do in the job this thing was about 90 accurate again 20 seconds chat GPT one more example an attorney wanted to do advertising um he's a very unique Niche attorney he's um he works with in-house legal counsels and he's in expert resource that they can tap to do work on very specific cases now he wanted to Market in-house legal counsels but he was very concerned I want to make sure that all the advertising marketing I do is within the bar regulations of my state so I was briefing uh one of my young Associates on this and she was going to go do the research and the light bulb came on hey let's see what chat GPT said so we said you know give us a list of what we can do to advertise within this particular state within the bar regulations what can you do to advertise and what can't you do to advertise and sure enough chat TPT gave us a very precise list you can do Direct Mail you can do this kind of advertising you can do Google searches you can do this kind of advertising and you can't do this you can't claim to be the best you can't claim to be better and it gave us the answers within about 20 seconds so you know that's what I call sort of the light bulb moment very very powerful way to think of chat GPT and use it another great strategy is to translate jargon into customer so in this example here's the Florida Statutes effect on law of personal protection policies very complex not the kind of thing that you can send to a consumer so I asked chat GPT let's translate this jargon to grade a but let's make it really simple and translate it to grade three in Florida car insurance companies have to follow suit and Rule certain rules when they give up policies these rules are called provisions and procedures they're in the states no fault car insurance law insurance companies don't have to change their policies or tell anyone about the rules they just have to follow them now there's a number of other tremendous tools from the parent company of chat GPT it's not just chat GPT they have a number of other products and services this one is one of my favorites it's called Dolly I assume it's uh pronounced like Salvador Dali the Spanish artist and when you go to Dolly you can ask it to do cool things like create an image of a lawyer in Monet style drinking a martini I really like this one from from the variations and then you can you know you can revise it and create different variations this is a super cool tool called flicky f-l-i-k-i and the way this works I wrote a script for a 30 second TV commercial for a Camp Lejeune attorney and I I took the script and broke it into parts and then when you click on each of these sections you can click video that goes with the script so I want to shots of military or military base I wanted someone going through hardship in a hospital I wanted a image of an attorney and within you know about five minutes I had a 30 second commercial about Camp Lejeune and about uh you know contacting an attorney if you had been injured while living at Camp Lejeune amazing tools and Technologies now here's a little side hack that I've been learning using to learn a lot about GPT there's actually a chrome plug-in if you use Chrome as your browser you can do a chat GPT plugin that sits on your Google searches so every time I do a Google search what do I do if I get hit by a a car on my motorcycle I can see the results that chat GPT is generating so this has been really powerful for me as a thought starter and as a learning tool to learn how Google searches come out and how chat GPT searches come out um very very interesting application um here's a site called futurepedia which which shares a lot of these new technologies that are coming out every day and so to quickly wrap up the number one strategy I'm sharing with you today is artificial intelligence and remember chat GPT is one of many tools that is derived and driven and created by artificial intelligence so the big category is artificial intelligence the hot strategy of the the day is chat GPT now for the next one I also want to go back in time and back in 2003 when we launched 10 golden rules uh Google was still in beta and so um the search results and everything they were admitting you know hey we're just in beta we're just building this thing out and in around that time right around 2003 the ads product was launched and it was definitely in beta and we used to call these the right hand side ads if you remember searches there was the SEO results on the left and the ads on the right we called them the right hand side ads now somewhere about six seven years ago Google moved the ads uh up on the page and so they I guess they realized hey if we have the ads at the top we're going to get the clicks pay per click we're going to get the revenue if people click on these first and if we can give really good ad results we're going to make revenue and then they introduce the maps and they were getting a lot of traction on the maps as well that is the first free SEO we always Focus very heavily on that but then Google introduced what I would consider to be a real game changer and this happened about 18 months ago for the law firms and let's call this hot strategy number two which is Google screened or the local service ads because what we see at the top of Google Now is a completely different result right we used to see the paper clicks and the and the maps and the seos right now there's these two boxes and there's a click to call button and the way this program works if you get screened if you get approved you only pay for the leads you pay for the calls that you're getting so it's very powerful there's three results on a typical page and this is what the results look like in the back end of the local service ads this client has gotten over 200 leads a month and I would argue that over 30 to 40 percent of the clicks are going to the local server sets you see here you know half of the page is taken up by the local Services ads three results right at the top of the page those are going to get the clicks for two reasons right number one you know they're taking up a lot of the important geography on the page number two there's this check mark and it says Google screen it says you know hey these firms have been screened by us at Google and and and verified and authorized um the the program that came before uh this service was available to lawyers was available to Plumbers air conditioning and it was called Google verified it still exists today of course so the consumer now has about four or five years of experience of seeing you know plumbers and air conditioners and locksmiths with a check mark with a verified certification from Google and now they're seeing this check mark for lawyers real estate agents and financial planners in the program that they're calling Google screen so the consumer is starting to trust the check mark and so it's very very important we believe that you when we find factually that you get your Law Firm screened or approved by Google get your share of the top 30 or 40 percent of the clicks that are going right at the top of the page now here's all the eligible verticals bankruptcy business attorney contract attorney as I mentioned real estate agents and financial planners but Pi intellectual property litigation real estate you know basically almost all of the legal categories now are available in the program and you know you can see in the program when you you do a search like personal injury lawyer near me I'm in Boca Raton Florida and if you click on more personal injury lawyers here you can see everybody else who's screened and you know this might go you know this is a page break this might go down you know 40 or 50 lawyers in the personal injury category but you know it's still a tremendous opportunity in in some of the smaller categories like intellectual property or some of the litigation or some of the you know criminal in some of the smaller markets there's only two or three or four people who've gone through the process to get screened and approved and put a budget against this program so there's a tremendous opportunity for you to um you know Market yourself using this program because if you can be one of only three or four people approved you're going to be showing up all the time in these searches and as I mentioned you only pay per lead you don't pay for a click to your website now a lot of people are saying that you know we we started a little bit late we can't show up in the top three or we were in the top three positions and we've fallen out of the top three positions so if you send us a note um give us your email in the um Quest question answers or in the chat we'll send you our secret algorithm to get in the top three and this is a PDF that shares uh exactly how you can get in the top three but I'll run through it quickly here for you here today so this uh starts with the the red phone and and there was an urban myth or maybe it was was reality that there was a red phone in the Reagan White House in the middle of the Cold War and when the Kremlin called you know everybody immediately ran over and picked up the red phone now when I did some researchers actually like a direct um secure line uh between the Kremlin and the White House at that time but you know it was we the the consumer we knew it as the red phone but think of yourself as you know as a law firm as the White House in the middle of the Cold War because there's new rules now that you have to answer that phone within 15 seconds because if you ever miss a call in the local service ads algorithm Google is listening to the calls they're recording the calls they give you those recordings the artificial intelligence of listening to those calls to determine whether or not they're going to charge you for those leads like if it's a lead and if it's a person on the phone or not a robot call they're going to charge you for that call and you also have the ability to dispute the calls if it's someone who's calling from outside of your practice area but you've got to answer the phone within 15 seconds because all these calls are being recorded now and the algorithm is going to kick you out of the top three if you're not answering the phone quickly and servicing these these people because you know frankly Google's going to send it to another Law Firm it does answer the phone you want to set your bidding mode to maximize leads that seems to be the most effective right now and you want to get one to two new reviews per week now Google is connected to your Google Maps Google LSA is connected to your Google Maps algorithm and so you want to develop a program where you can get at least one new review on your Google Maps every week that will help you get in the top three of the Google Maps and the top three of the local service ads and we've developed a really creative program where we'll go out and connect with your past customers with what we call our referral and review program so if you want to learn about the Inner Circle contact me after this meeting now you want to designate all your leads immediately so you want to get in the back end of the program and listen to the new calls so Google has the recording there if I click on this I can listen to the call and then I can designate it as completed or booked which means this was a good call this was in our practice area we're going to pay for this one or you can archive it and then you want to put very detailed notes in there if you're archiving any of those calls you want to select High proximity locations so one of the strategies people are going to is a multi-location strategy so you might add two or three new physical locations New physical Google Maps locations and you've got to you know have a staff location and you've got to get reviews of that location so you can't it but you want to add physical locations where you can have new lsas and new Google Maps so that's one of the new strategies and then a final tip on the secret algorithm that we learned from Google is you can't just set your budget at like hey I want a million dollars worth of these new leads because Google is going to do a silent ping on your credit card and let's say you have four locations and you said you know we want to give uh we want fifty thousand dollars worth of leads every every week and in four locations well that's two hundred thousand dollars a week and unless you have an unlimited Black Card Google is going to Ping the credit card to see if you're if if your card will take two hundred thousand dollars worth of leads and so just you know a note there you want and and just generally what we've learned is you want to be fairly realistic so let's say you know a location gets 10 leads and they're 200 that's two thousand dollars worth of leads a week you know you don't you don't want to set it more than like four or five thousand dollars because it's just not realistic um for the algorithm so you want to set it high enough that you you tell Google I'll take every one of these high quality leads that you give me but you don't want to go overboard with that so um as I mentioned um just send us your email address or if you're watching this on on YouTube after the fact just go to 10goldenrules.com or find me Jay Berkowitz on any of the social media um and just ping me and we'll send you the secret algorithm you know the full PDF of how to manage your local service ads next up I want to talk about the hottest social media and this is a quick case study of Julio ohante who's a immigration attorney in California and he's done phenomenally well with over 3 million followers on Tick Tock and what he's been very very successful in just coming up with these um videos and you've seen them now with the Bold headlines and the countdown one two three four and he's just explaining um you know four ways you can get a green card or you know the four the five ways you can get a student visa in the United States or how to apply for the Green Card Lottery and these videos have done extremely well you know again just the quick uh hitting videos and the quick edits and you know he's done so well so so so famously well with this Tick Tock program and of course the associated uh videos also go on YouTube and Instagram and Facebook reels um he's done so well with this program that he was getting tons and tons of calls for things like the Green Card Lottery now the lottery is free so nobody's going to hire an attorney until they take their chance in the lottery especially because it's coming up this fall so what he did is he created a course for how to apply for the Green Card Lottery he sells it for 49 and he sells 10 or 20 or 30 every single day so what he's doing is he's not taking those calls in The Firm which are going to tie up his phones and he's providing you know a low-cost high-value course um and and making money while he sleeps as he explains it so the hot strategy number three is Tick Tock because Tick Tock has become the top website in the world which is amazing right it's actually surpassed Facebook surpassed Google to have the most traffic over a billion users and surprise to a lot of people these users aren't just kids right 37 percent are over the age of 30 of tick-tock users so all of us are checking out tick tocks and and using it and the monthly engagement is huge 25.7 hours um versus Facebook 16 and Instagram and whatsapp's 7879 here's another guy who's doing phenomenally well with Tick Tock and Instagram and Facebook videos it's law by Mike Laura Mike Mandel 6.7 million followers on Tick Tock and he has a lot of fun with you know don't don't wear this in court what to do when cops take mug shots what to say to the police when they pull you over and what not to say and he went from working in his family's firm to doing this professionally and sending leads to all kinds of other folks so he's just you know doing fun videos about things like what not to where it export what nots to say to the police okay you should probably cover up either way how about some restaurants what kind of enjoyment are you huh you said I'm a judge all right buddy totally so you know having a lot of fun standing out in Tick Tock providing a lot of value has exploded a number of firms um so a great strategy is fun Tick Tock videos with a lot of value uh strategy number three strategy number four we call answering questions and the reason for this is we've over the last five or six years we've changed the way we've searched and Google has changed their algorithms semantically to answer questions and of course look at the whole section on chat GPT essentially all it does is answer our questions so we're refining our SEO strategies and a lot of our content strategies to answer questions because like for example on Siri you know you essentially just vocally ask it a question and it answers your questions so you know here's a little quick exercise write down two or three of the questions that you get asked most frequently by your customers when you get calls in the call center when people come in to see you what are the questions that you get asked most frequently so you know quickly write a few of those questions down and then what these become are the videos that you can produce the the blogs that you can write for your website and here's you know a direct benefit and direct SEO benefit of changing the way you do your SEO and essentially what we do is we answer questions what do I do if I get hit by an Uber this website has the best answer to that question and these are people also ask what we call paa where there are other questions if I click the down button I'm going to get the website that has the best answer to each of these very variant questions from the main question so what we're trying to do is we're trying to write our websites write our SEO in the form of a question and provide an answer so what we do is we um do these videos where we give our lawyers our clients eight to ten excuse me eight to ten questions that they're going to answer that are all very popular questions that people are asking in SEO that people are asking Siri and Google and chat GPT and so for example Jeff McDonald answers the question what happens if I get hit by an Uber or Lyft and we search engine optimize those questions on YouTube then we take the video we add it to a Blog so now we've got a search engine optimized blog with the video so it's like a a powerful blog because it's a video blog now it's even better than a word blog and we're answering a question then we can also use those videos in social media and we can use it in Google Maps which is very important part of SEO and so what we're doing is we're search engine optimizing four questions we're we're using Google owned YouTube which is SEO we're using um a super powered blog which includes video and we're getting the advantage of being able to use those videos in social media and in Google maps and this is what we call cascading content so like a river flows and over a waterfall and creates little waterfalls and streams and tributaries the original video is going to flow into the blog into the social media and onto the Google Maps we call this concept cascading content the next section I want to talk about door law and Joseph lesser was the founder of lesser and lesser and he was Gary lesser's grandfather and Gary's um the the chairman or president of the Florida Bar Association this year and he told this story that his grandfather practiced door law and what that meant was everybody who walked through the door with the legal issue he would be their lawyer now of course lawyers have gotten more and more uh specialized over the years but the door law Factor remains important in one very important way now back in in grandfather lesser's day it was all about location location and if you've heard this old business and marketing phrase it was because you know we all went downtown to do business and if you had the location at the corner of Main Street and First Avenue you were going to get the most traffic and you were going to get the most people walking into your Law Firm or your shoe repair or or your clothing store right but location location in 2023 I would argue is all about positioning your your Law Firm to come up in the Google Maps because this is the first free SEO placement on a Google Search right so this is the lsas we talked about the importance and the strategies for getting listed in the local service ads this is the pay-per-click and then this is the three Google Maps results that the industry calls the map pack or the three pack of Google Maps SEO results so the strategy number six is to optimize for Google Maps and we can actually see how your firm is doing if you want to see these results again um you know ping me either now or after this webinar find me at 10 golden rules and we can show you how you're performing in a Google map search so if we just go back here this is number one this is number two this is number three so this firm is coming up number one right at their specific location but if you go 10 miles in any direction they're not coming up at all in the search results same thing here for purse injury lawyer and so how do you improve your Maps results well the first thing is you need lots of reviews because typically if we go back here and you look at the maps results the guys with lots of reviews are going to come up higher in the search results so for construction lawyer in Boca Raton the guys with 40 and 22 are coming up higher than people with fewer reviews um here's uh just some examples of folks who are doing well with reviews see my friends the gerstein's 230 reviews another friend who works at kogan and disable 356 reviews and typically the folks with more reviews are going to come up higher in the Google Maps secondly you want to get local links so this is a link we worked with our client to get from the city of Carmel and they're based in Carmel Indiana and there's a link to Stuart and Stewart attorneys thirdly you want to improve what we call nap in the industry which is name address and phone and what I mean by improve is you want to have very very very impeccably precise name address and foam so like one of the challenges we have our company is called 10 golden rules and a lot of people are well-meaning and they've put a link to 10 golden rules but they think it's spelled with the number 10 like 1-0 and we always named the company t-e-n golden rules in our Google Maps it's t-e-n golden rules so if people put the number 10 one zero golden rules that's incorrect nap and it's a little bit of confusion for a computer right Google is essentially a computer a computer program so you want to have very precise name address and phone and linking strategies throughout the internet and there's different tools we use to go out and find out like this website is only 68 in their nap throughout the internet and lots of import certain local listings are not found linking to their website the seventh strategy is a Google autofill and this one you're gonna have to contact me okay I can't tell you how we do it but this is like a secret weapon where if you search for mesophone mesothelioma attorney we're able to get our clients suggested by Google in Google search suggest you know when you do this search in it it fills this in down below for you so our client Dan Delano comes up number one in the search suggest and if the consumer clicks on that it's like they did a search for our client here's another one for our client law tigers and if you search motorcycle lawyers the number one suggestion is motorcycle lawyers law tigers and of course it's like you search for law tigers in the eighth section I just want to cover a few different new technologies that are relevant for law firms this first one is called proof and it's super cool it's basically the Uber of document serving so if you need to serve documents in your in your Law Firm these folks will find a server for you using the software you can upload the documents securely in the software they can print out the documents and get a signature or get an eSignature and then they can send that back to you with confirmation super cool litify is a cloud-based basically CRM a case management system um backed by um the the uh you know several major investors and depositions.com is a way to take Depots um and and take all the depositions and put them in a very easy and accessible manner in an application one of the tough things about depositions is they're huge files and their videos and you you can never get them to the opposing Council now it makes it super easy and you can send over you know five or six uh very strong depositions and probably win your case if opposing counsel sees those depots for the ninth strategy we call it Go Mobile because we Orient all our clients and when we work very closely on optimizing the mobile experience because 60 to 70 percent of searches for law firms particularly you know personal injury single incident firms are done on a mobile phone so here's a search for car accident attorney Nash Nashville and what we see is that we'll get about 24 conversion rate if we get a call if we get a call so we want to make sure that if we're spending money and you know as as I talked about the importance of these local service ads when you get that phone call about 24 are going to convert now every website should have a chat box because some people just are never going to call you or they can't call you when they do their search like for example I was I was in an office this morning and the woman at the front desk was very clearly making a personal call um right there at the front desk but you know it's you know generally you shouldn't do that right so a lot of people when they're at work they're not going to call a law firm in particular if they're calling about you know a sensitive matter they're just not going to do it with their co-workers present so what uh you want to take advantage of is you want to have the little chat box available on the website we find that those convert about nine percent and then if you have the free case evaluation the the form fill on the websites those convert about five percent so in terms of website design in terms of marketing strategies we want as many of the searches to come up on the mobile phone we want as many of the conversions on a website to come as a phone call and second choice of chat and third choice of form fill so here's how it looks with these clicked calls right there on the mobile phone and then in terms of website design we want to call out the phone number and make it super easy and we want to focus on people calling um right there on the website and the 10th strategy that's working really really well right now is exclusively gen opportunities so we work with a number of Partners like accident.com and some Spanish sites from Walker advertising and this one's called L injury.com and we're able to get exclusive lead gen in your Market through our our marketing partners and these are converting at a very high rate so to wrap up I feel like this has been a long run but the first one uh chat GPT and artificial intelligence think of this two different ways how is this going to change the search engine market and you're probably going to start a campaign on Bing within the next three or four months because a significant percentage of searches are going to move over to Bing Bing is going to be a player now in our overall marketing mix the second thing is you want to start exploring with some of these new AI tools like I I talked about like case text and law Droid and Harvey which are going to make the practice of law easier and then even using just chat GPT for simple research and searches for legal research and also for daily life things like writing job description and writing HR memos um I see some questions are coming in so uh feel free to write into the um q and A's or the chats if you have any questions we'll get there in two minutes um the second thing is you want to get Google screened if you're not screened and if you're not consistently in the top three positions on the LSA the local service ads uh you want to just ping us and we'll get you a copy of our secret code to get in the top three but you saw me cover it you know first of all I answer the phone second disposition those calls very quickly hot tip you want to get the app there's a app for lsas and then you'll get those leads right there on your phone or you could have your lead intake person get those leads right away so if you miss any calls you can call those folks right back a lot of people hang up when they hear Google informs them that they're going to be recording the call so a lot of leads a lot of the missed calls which you're not penalized for but you still miss the lead you can call those folks right back because you'll get the phone number for the miss calling the app Tick Tock is the third hottest strategy and it's the number one website in the world so you you definitely want to take advantage of a tick tock strategy to take advantage of the number one website now in the world we saw some tremendous uh case studies with uh Julio ohante and Mike law by Mike answering questions so our Advanced SEO strategy that's working like gangbusters for our clients is positioning our SEO to answer questions because when we search we ask questions so if you have the best answer to question you're going to come up in the people else last section which is the first SEO result and by the way when your SEO is working your Google Maps SEO is working and I I argue I would argue that the LSA algorithm is also connected so things like answering the phone doing the right things posting content posting content in Google Maps you're gonna you know a rising tide floats all boats Google's algorithms are connected when your lsas are done right when your maps are done right when your SEO is done right everything's going to work better cascading content is our strategy where we take the question and answer videos we search engine optimizing by putting the title and description on YouTube and then we add them to the blog and the website and social media you want to optimize Google Maps things like reviews and maps and local link search autofill a new technology we're using to search suggest some of the new tech we looked at things like proof.com and depositions.com focusing our efforts on mobile very powerful to focus your efforts on mobile and finally we have some exclusive lead gen Partners be happy to introduce you to so without further Ado um don't forget you know just ping us if you want to get a copy the secret algorithm or make sure you get a recording of this presentation we'd be happy to do a digital marketing audit so if you don't feel like your agency or your internal folks are on top of these Cutting Edge things if they didn't get you on the Google screen program and things like that we'd be happy to do a half an hour digital marketing audit the first one is free and we'd be happy to look at your market so just reach out to me Jay at 10goldenrules.com or go to 10 golden rules and just do a quick chat or contact us there I also I love you for speaking opportunities if you think this presentation or one of our other presentations would be valuable at your local bar association or The Trial Lawyers Association those are great opportunities for me I love to do this hopefully that shows and I I really appreciate if you'd recommend me for any speaking opportunities and without further ado love to answer some of your questions so first question from Erica I shoot videos for YouTube horizontally should I separate should I shoot separate videos vertical videos for tick tock so that's a great question and our answer is we just um shoot both at the same time and essentially the way we do that is we ask the videographer to set a wide and high setting you know move the camera back a little bit make sure we got a lot of top and a lot of sides so we can put graphics and then we can edit the video to be a vertical video you know a a rectangular a tall rectangle or a wide rectangle for you know the traditional Facebook format um question from Matt can I use AI images and videos and social media without being copyrighted yeah so those images from Dolly are unique images and they are rights free and I've started using them in social media so that's a great idea and a great strategy uh question from Cindy can I use chat GPT for social media copy and I think the answer is yes you know um we you want to be a little cautious with uh with Google you want to definitely have a human editor rewrite that copy or there's a tool called quill bot where you can rewrite the copy but for social media it's probably a great tool and we've started using it so uh you know we might do a video and then upload the copy of the video and say you know write four social media posts um you know you know to Facebook to Twitter um to Instagram um posts to accompany this video on social media in chat GPT and then you know of course human editor human set of eyes just to make sure that it all makes sense when it comes out Brad asked can I use chat GPT to include specific keywords in blogs that they write the first draft absolutely so what I mentioned earlier about including precise prompts so um you know like one of the prompts The Prompt that I I showed when I wrote the job description was include a bulleted list about um the requirements for the job and include a bulleted list about the types of things the person would be doing on the job I mean you can write very specific prompts like you can say um you know hey I'm gonna upload some information don't do anything um until you you get my next prompt um you can say um I I did this yesterday uh you know write a description of the three most recent Supreme Court rulings in Dr Seuss format um you can get Dolly Graphics in Monet style or in French impressionist style or in um pixelated modern art style so um using prompts can really specify and make your um make your results uh really fantastic and really really usable got some more questions coming in the chat a couple more in the Q a um thanks Lee is chat GPT able to handle confidential and sensitive Legal Information do you think there will be a fee to use chat GPT eventually so one caution definitely is not to post confidential sensitive legal and and obviously HIPAA uh violation like any any medical stuff chat GPT is an open platform and they do learn from everything we put in there um and there there will be uh confidential uh um capability coming uh they've promised it from openai so you definitely want to be cautious with any confidential information you want to just ask general questions about your case area not specifics and there is already a fee to use chat GPT so there's a 20 the 20 monthly subscription and if you've been using chat GPT um it used to time out all the time before I had the subscription so for twenty dollars a month you get basically unlimited searches I've never seen it time out and um also the new chat GPT 4.0 is only available to people with the subscription so I have the new version 4.0 with the 20 a month subscription all right so um I don't see any more questions coming in and uh where are we time wise we're just about at an hour so I'm going to wrap up for today but I'd be happy to answer any questions um be happy to send you all the secret algorithm so just contact us at 10goldenrules.com that's t-e-n golden r-u-l-e-s.com I'm happy to do a digital marketing audit for you so you can reach out to us um at the same place or contact me uh Jay Berkowitz on all of the major social media and I appreciate any speaking opportunities so thank you so much for being here and do me a favor and put a couple of these things to work right away and let me know how it turned out uh have a great great rest of your day and let us know um how you can make this stuff work for you