Notes from publish.law

Publishing more content isn't the answer to AI visibility. Organizing what you already have into machine-readable layers is. Your name, your practice area, your credentials, your body of work: if those aren't connected and readable in formats AI actually consumes, volume alone won't fix it. Attorneys with a publish.law site get this automatically, since every profile, post, and note ships structured data and an llms.txt index that AI search engines read directly.

What Makes Your Firm Worth Choosing Over AI? The answer is you: your judgment, your relationships, your reputation. That's not a slogan, it's a publishing strategy. Write about the calls you take, the patterns you notice, the things clients ask you that no search result answers.

Google is ending anonymous reviews, which means every review left about you or your firm is now tied to a real identity. That changes how clients think before they post, and it's a good reminder to ask satisfied clients directly.

Your homepage has one job: make the right person feel like they found the right lawyer. Clear expertise, a human face, and one obvious next step. Get those three right and everything else follows.

Ads stop working the moment you stop paying. Content builds a record of expertise that keeps earning trust long after you hit publish. For attorneys, that asymmetry matters.

A statewide study of AI search in New Jersey points to something we believe deeply: these systems are evaluating legal expertise at the individual level, not just the firm brand. Attorneys with a body of work published under their own name showed up even when firm-level SEO didn't fully explain it.

The takeaway for any attorney: a clear, attributable body of work tied to your name is becoming one of the most valuable things you can build, and own.