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In an age dominated by digital content, law firms are breaking free from traditional marketing methods and increasingly turning to alternative avenues to connect with their audience – and two standout mediums taking the forefront are: podcast and video. These platforms offer a unique and effective way for law firms to humanize their brand, disseminate information, optimize SEO efforts, and establish themselves as thought leaders in the legal industry.
Podcasts and video bring a refreshing human element to the often formal and intimidating world of law. By showcasing the faces and voices behind the legal expertise, law firms can bridge the gap between professional services and personal connection. Through conversational tones and visual cues, these mediums allow firms to present a relatable and approachable image, fostering trust and a deeper connection with their audience and potential clients.
In a world where time is of the essence, podcasts and videos provide a concise and engaging means of communication. Legal concepts and information can be conveyed quickly and effectively, helping potential clients grasp complex topics. These mediums also allow law firms to cater to a broader audience’s preference for bite-sized, easily digestible content.
Beyond legal expertise, clients want to connect with the people behind a brand. Podcasts and videos offer a window into the personalities, values, and ethos of a law firm, as well as allow legal professionals to connect with their audience on a more personal level. By putting a face and voice to your firm, clients can develop a sense of trust and familiarity – crucial elements in a field where the stakes are often high (and personal).
Lawyers are known for their demanding schedules. Podcasts and videos provide a time-efficient way to disseminate information without the need for lengthy written content. These media formats also save your clients time, since content can be consumed either while commuting, exercising, or during other activities – without disrupting their daily routines.
Becoming a thought leader in the legal industry requires more than traditional marketing efforts. Podcasts and videos provide an ideal platform for lawyers and law firms to share insights, discuss trends, provide expert commentary, and deliver valuable information to showcase their expertise and establish credibility within their niche. This not only attracts potential clients but also enhances the firm’s reputation within the legal community.
In an era where AI tools and models can generate vast amounts of content, authenticity becomes essential in your marketing efforts. Podcasts and videos allow law firms to break through the noise and deliver authentic, unscripted content. Genuine conversations, spontaneous discussions, and the ability to react in real-time create a level of authenticity that resonates with audiences, setting law firms apart in a crowded digital landscape.
In addition to their humanizing effects, podcasts and videos wield a subtle yet impactful influence on a law firm’s SEO efforts. Search engines increasingly prioritize multimedia content, and by incorporating podcasts and videos into your digital strategy, you can optimize your online presence. 
Moreover, sharing this engaging content across various platforms not only broadens your audience reach, but also contributes to backlinking and social signals, crucial factors that search engines consider when ranking websites. In an era where online presence is paramount, podcasts and videos emerge not only as a conduit for authentic communication, but as potent tools to ascend the ranks of digital visibility and reinforce a law firm’s standing in the competitive legal landscape.
In the dynamic landscape of legal marketing, podcasts and videos emerge as powerful tools for law firms to connect with their clients on a more personal level. By embracing these mediums, law firms can convey expertise, build trust, and stand out in an era where authenticity holds unparalleled value. In the realm of legal marketing, the human touch is proving to be the most compelling element of all.

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By Yoona, Lee
Oct 30, 2024

lyn@sportschosun.com
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Search Engine Land » SEO » Google Search Generative Experience adds SGE while browsing
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Google is releasing a number of new features for its new Search Generative Experience today. Those features include SGE while browsing, definition overlays in the SGE responses, and color-coded with syntax highlighting and other coding improvements within the SGE answers.
Google wrote these new features “help you better learn and make sense of information on the web: whether it’s deepening your understanding of complicated concepts, boosting your coding skills or tracking down details within a complex topic.”
Google SGE can now be used while browsing either on Chrome desktop or the Google app on iOS or Android. While browsing a webpage, you can ask Google SGE to generate key points from the page. Google SGE will then summarize the web page that you are browsing.
This works on “some web pages,” which means this feature might not work on all content on the web. Google added, “You can tap to see an AI-generated list of the key points an article covers, with links that will take you straight to what you’re looking for directly on the page.” Google will also show you an “Explore on page,” where you can see questions the article answers and jump to the relevant section to learn more.
Google’s SGE while browsing is not automated in that humans need to request that SGE summarize the page specifically; otherwise, it won’t happen.
Paywalled content. Google will not let SGE while browsing work on paywalled content. So if you are using the structured data for paywalled content, SGE while browsing will not work.
Other ways to opt-out. Google said there is currently no special meta tag to tell Google not to let SGE while browsing summarizes the content on your web pages. If you use the paywall structured data, that would prevent SGE while browsing to summarize your content, but if you do not use that, there is no alternative available, at this time, for preventing SGE while browsing.
Indexed. Google did tell me that a page needs to be in the Google index for SGE while browsing to work. So if you block that page from being indexed, that should also prevent this feature from working. But that also means your page won’t benefit from being listed in Google Search.
The key points are generated based on the latest version Google has indexed, it is not necessarily generated in real-time based on what is on the web page at the time you use this feature.
What it looks like. Here are GIFs of this in action on desktop; it is similar on mobile but the menu to request this feature is at the bottom of the browser window:
Google now is showing for select words within the SGE AI-generated answer definitions, similar to what Google showed in featured snippets contextual links. In fact, Danny Sullivan, Google’s Search Liaison, told us SGE is using similar technology that featured snippets use for this feature.
Google said, “You’ll be able to hover over certain words to preview definitions and see related diagrams or images on the topic.” These work for “various topics or questions related to STEM, economics, history and more,” Google added.
The “Tell me more about [topic]” bubble will take you to SGE’s conversation mode, where you’ll see more about the topic that’s referenced.
What it looks like. Here is a GIF of it in action:
SGE is also improving how it shows coding in the answers it generates with color syntax in code examples. Google said, “Segments of code in overviews will now be color-coded with syntax highlighting, so it’s faster and easier to identify elements like keywords, comments and strings, helping you better digest the code you see at a glance.”
AI in search is evolving quickly, and SGE is one of the big players in this space. Offering SGE in web browsers is a big step in bringing it closer to Bing Chat’s Edge sidebar feature. This also may offer ways for your readers to better understand your content, give you insight into how Google SGE understands your content, and may give you ways to consume other content faster.
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Google’s Search Off The Record podcast sheds light on the search engine’s evolving ranking systems and updates.
In the most recent episode of Google’s podcast “Search Off the Record,” Search Liaison Danny Sullivan joins the show to discuss a timely topic.
Coinciding with the rollout of Google’s August 2023 core algorithm update, Sullivan addresses common questions and misconceptions about ranking systems.
This article overviews the 34-minute episode, highlighting the most relevant insights.
Sullivan pointed out that Google’s ranking system isn’t one algorithm but many systems working together.
He states:
“A lot of people think, ‘Oh, there’s the Google algorithm, and that’s it, it’s this big giant thing.’ And of course, as we all know, there’s multiple systems that all come into play.”
Google discussed the change from referring to Google’s algorithm updates by specific names to viewing them as ongoing ranking systems.
For example, the update formerly known as “Panda” is now seen as a persistent, integral part of a ranking system.
This reflects how these algorithm changes have become fully incorporated into and continuously optimize Google’s search results.
Google’s ranking systems are listed in an official document, which includes current and retired systems, showing how search has evolved.
However, the documentation doesn’t list every ranking system, only some key examples.
On the purpose of Google’s documentation on ranking systems, Sullivan states:
“It seemed like it would be useful to list a lot of these so that people understood them and especially I think for SEOs and creators, for them to understand some of the ones that get involved with ranking on a recurring basis.”
The podcast touched on SEO professionals’ mistaken beliefs about ranking algorithm updates.
One misconception is that each new update necessitates reworking your SEO strategy. However, Sullivan disagrees with this view.
On how to react to a new ranking update, Sullivan states :
“If you’ve seen a change after one of these systems has been launched or an updated system been launched then that’s probably a sign that, well, maybe you’re not as aligned as you should be with what these things have been looking for with what Google’s generally trying to look for.”
Google aims to communicate more often about its ranking systems, but Sullivan clarified that this doesn’t indicate it’s making more changes than usual.
When asked how SEO professionals might respond to Google being more transparent, Sullivan joked that some might try to ‘game’ or manipulate things to rank higher.
However, he clarified that Google provides this information to help people improve their content for people, not just chase rankings.
“I think that I feel like more of our shift these days is less about these are the specific things and more of these are the mindsets you should be following.”
Sullivan said if SEOs use the guidelines to create better, more helpful content, there’s no problem with that.
The conversation concluded with Sullivan offering the following advice: Create genuine, engaging content tailored to your target audience.
He believes that the most successful websites are the ones that manage to produce content not solely to rank in search engines but also to provide real value to users.
“Now more than ever, having that authentic content that you created because you have an actual audience in mind that you know would come to it directly, that is your way forward as you try to navigate this world of how ranking systems are evolving.”
While staying informed is essential, Sullivan says most updates don’t require dramatic alterations to your overall SEO approach.
Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, August 2023. 
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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Apple Podcasts app
Apple has introduced a new feature for Apple Podcasts in iOS 17.4 that provides a transcript for seemingly nearly every podcast.

Machine translation has improved significantly in recent years, to the point that spoken word should be relatively non-trivial to transcribe into text. Apple’s work on machine learning models and artificial intelligence has led to a new feature for Apple Podcasts.
Users testing iOS 17.4 beta 1 have discovered nearly all of the podcasts in their library show transcripts. There seem to be some that don’t, and any added from an external source like a URL won’t.
The feature is new and still in beta, so there isn’t any information on implementation or expected accuracy. Users should expect most, if not all, shows delivered through Apple’s podcast network to be transcribed.
Limitations and other details will likely be shared by Apple once iOS 17.4 is released to the public in March. The update is primarily focused on updates pertaining to EU regulation.
Wesley Hilliard served ten years as a Nuclear Power Electrician in the US Navy, then jumped careers in 2019. Today, he is Assistant Editor, Podcast Cohost, SEO Specialist, and Social Media Manager for AppleInsider.
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By JiHyun, Lee
Oct 30, 2024

olzllovely@sportschosun.com
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