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Adobe to Acquire Semrush: What This Means for Digital Marketing

If you felt a disturbance in the SEO force recently, you were not imagining it. Adobe, the software giant behind everything from PDFs to giant Photoshop files, announced its intention to acquire Semrush in a 1.9 billion dollar all-cash deal, according to Adobe’s newsroom. Marketers everywhere collectively paused mid-keyword research and said, “Wait, Adobe is buying Semrush? Is that even legal?”

Well, yes. Regulators still have to approve it, but, probably. But it is also a sign of something bigger. A shift in how brands are discovered, how marketers measure success, and how search itself is evolving because of AI.

This article breaks down what is actually happening, why Adobe wants Semrush, how it affects Adobe’s expanding empire (Adobe, I mean, Adobe?!), and what it means for you and the future of digital marketing.

Adobe beams up Semrush in a $1.9 billion acquisition. SEO continues to prove it's value as AI search changes things.
Adobe beams up Semrush in a $1.9 billion acquisition. SEO continues to prove it’s value as AI search changes things.

What We Know So Far

On November 19th, Adobe announced its plan to acquire Semrush for roughly 12 dollars per share according to The Verge. That represents about a 77 percent premium over Semrush’s November 18th closing price. Semrush’s stock immediately rocketed because that is what happens when a software giant shows up with a suitcase full of cash.

The deal is expected to close in the first half of 2026, pending regulatory approvals and a shareholder vote. Semrush’s founders and key shareholders, representing over 75 percent of voting power, already agreed to support the deal according to Reuters. That makes the vote largely a formality.

If approved, Semrush will join Adobe’s Digital Experience segment and become part of Adobe Experience Cloud.

This is not a random acquisition. It is a strategic move.

Why Did Adobe Buy Semrush?

The short answer is visibility, data, and the future of search.

The longer answer is that Adobe wants to own the full customer journey. It’s not surprising to see more big companies work hard to get people and businesses into their exclusive networks. That’s where the money is. 

In 2025, that journey often doesn’t begin on a homepage or even a Google search. It begins with AI. People are asking questions through AI assistants like ChatGPT, Gemini, Perplexity, and Alexa. They rely on agentic systems to make decisions for them. Agentic AI is in it’s infancy, and as that grows, legal marketing will shift into another phase of online credibility.

Adobe has been positioning itself as a customer experience powerhouse, but it did not have a dedicated search visibility intelligence platform. Especially one tuned for how AI affects discovery.

Semrush gives Adobe competitive search intelligence, backlink and authority data, keyword research capabilities, SERP insights, and developing tools for generative engine optimization. Adobe explains this vision directly in its announcement. Adobe specifically wants Semrush to help brands understand how they appear across search engines and AI-generated surfaces.

Which brings us to the next part.

Adobe cited that traffic from generative AI surfaces to retail websites has increased more than 1200 percent year over year according to the Adobe press release. Consumers are no longer typing long-tail queries. They are asking AI assistants for recommendations.

Instead of “best running shoes for flat feet,” people are saying:

“Pick a shoe I can run a 5K in this weekend. Make sure it does not destroy my arches. Also, size 11.”

This is agentic AI. Search is becoming automated decision assistance. Search is becoming part of your everyday discussions. Your AI assistant is here, you just have to learn to use it gradually over time. 

The GEO debate

Now let us address GEO, or Generative Engine Optimization. The term is controversial, especially if you peruse the writing and SEO communities on LinkedIn. Some marketers argue that GEO is a distinct discipline. Others say calling GEO new is like calling a hot dog a taco. You can try, but you are going to upset people.

Here is the real answer. AI-generated answers are becoming part of the discovery funnel. Whether it is a brand recommendation, a product summary, or your competitor being name-dropped by an LLM, AI placements matter.

Semrush has been building tools to measure that. Adobe wants it. And this acquisition means:

  • GEO and SEO intelligence in one place (I still argue they’re very similar)
  • Adobe reporting backed by Semrush visibility data
  • Unified tracking across search engines and AI answer surfaces

The future of visibility is not just SERPs. It is SERPs, feeds, AI assistants, and background recommendation systems. It’s your social media presence and your video presence. SEO is everything is what we used to say, and we mean it. On and offline marketing efforts are all SEO in their own way.

What This Means for Digital Marketers

SEO, content marketing, PPC, and social teams are all feeling pressure to adapt to AI-driven discovery. Adobe buying Semrush reshapes how visibility is measured and how people think about search. I wouldn’t even be surprised if we see some more acquisitions coming in the SEO space, but we’ll see.

This is what it means for your day-to-day work.

1. SEO and GEO will start to merge, whether I like the term or not

Teams will not maintain two separate mindsets forever. It is far more likely that:

  • SEO becomes structured optimization for search engines
  • GEO becomes optimization for AI answer models

Together, they will form a broader idea of visibility optimization. I hope we just call it something like “Intent Optimization” to blend the two. Adobe buying Semrush is the first major step toward that unified visibility stack.

2. New KPIs are coming for your screens

Get ready for metrics like:

  • Share of AI answers
  • LLM recommendation visibility
  • Assistant-driven conversion paths
  • Multi-surface visibility scores
  • “Where does my brand appear when someone talks to ChatGPT? CoPilot?”

Adobe already owns analytics, personalization, audience data, creative tools, and journey orchestration. Adding Semrush lets them extend measurement to AI-generated surfaces, too.

3. Pricing, bundles, and lock-in are coming

This acquisition will absolutely bring:

  • New Adobe bundles
  • Higher pricing tiers (we’ll have some holdovers for a bit)
  • Pressure for enterprise teams to standardize on Adobe
  • More long-term vendor lock-in

Semrush will likely remain available as a standalone tool at first. But Adobe did not spend nearly 2 billion dollars just to leave it alone. Expect deeper integration over the next two to three years.

4. Independent SEO tools will respond

Ahrefs (my current one to watch), Moz, Sistrix, Similarweb, and others will watch closely. Expect them to double down on:

  • Transparency
  • Technical depth
  • Independence from enterprise ecosystems
  • Flexible pricing (and hopefully more AI insight access at lower tiers)
  • More emphasis on raw data access

This is not the end of independent SEO tools, but it is the beginning of a more divided market. In fact, I personally think Ahrefs has some room to run here. 

What Agencies Should Be Thinking About Right Now

1. Prepare clients for reporting changes

Reports focusing only on rankings and backlinks are going to feel outdated fast. Start introducing GEO concepts now so clients are ready.

2. Evaluate which clients are already in Adobe ecosystems

If a client uses Adobe Analytics, Adobe Target, Marketo, or Experience Manager, adopting Semrush as their visibility engine becomes very likely.

3. Start building AI-conscious content frameworks

This is where Blue Seven shines. We write the hell out of some legal pages. Our legal SEO writers are some of the best in the business. They can write content that focuses on clarity, usefulness, and structure.

Content briefs will need:

  • Direct answers
  • Clear brand authority signals
  • Structured formatting
  • Data-backed claims
  • Schema where relevant
  • Language that AI models recognize as authoritative (which, right now, lends itself to be tricked by “best” language)

However, it’s pretty evident that LLMs tend to cite brands that communicate value clearly, consistently, and confidently.

What In-House Marketing Leaders Should Expect

Leadership may become very interested in AI visibility. In fact, if you’re a law firm marketing director or a FCMO for law firms, you already spend a lot of time talking about this with leadership. Reporting will expand. Tool budgets may shift toward integrated stacks. KPIs will change. CMOs will ask questions like:

“Where do we appear in ChatGPT?”

“How does AI discovery affect our pipeline?”

This is an opportunity to reset how your organization models visibility and measures success.

So Is This Good or Bad for Marketers

Like most big acquisitions, the answer is yes. It is both. It depends. Yeah, something along those lines. 

Good

  • Unified data
  • Better visibility tracking
  • Stronger AI search intelligence
  • Cross-channel measurement
  • Less tool chaos for enterprise teams

Bad

  • Prices will rise, if not right away, over time
  • Vendor lock-in will increase
  • Semrush may lose some scrappy independence
  • Smaller competitors may be squeezed (unless they merge)
  • Marketers must adapt to AI-driven search faster than expected

Adobe is signaling that the future of brand visibility will live at the intersection of SEO, GEO, content, analytics, and AI assistants. Oh, something we’ve been talking about with out idea of an SEO Ecosystem.

Final Take – A New Era of Brand Visibility

Adobe did not buy Semrush for old-school SEO. The company bought it because the idea of search is shifting, as most of you reading this already know. Everything about how brands get discovered and remembered is changing.

For brands, visibility is no longer limited to page one. It includes:

  • AI citations
  • Assistant recommendations
  • Conversational visibility
  • AI-driven shopping and decision flows (where applicable)

For marketers, it means speaking both SEO and GEO fluently, whether we love the term GEO or not. If we hate it, be ready to explain why you don’t like the term in a calm manner. GEO is what people are hearing, and when they come to you for advice, they don’t want to be treated like idiots. 

If you want help navigating the shift or building content that performs in an AI-first world, Blue Seven has your back.

Blue Seven Content news and awards

OpenAI’s New Rules for Legal and Health Queries: What They Mean for Searchers, Law Firms, and the Future of YMYL Content

OpenAI has instituted some new rules for ChatGPT regarding legal and medical advice. On October 29, 2025, it was announced that the world’s most well-known LLM will no longer offer tailored legal, medical, or financial advice. 

If you’re anything like us and have been around search for a while, you probably thought, “Yeah, YMYL,” harkening back to Google’s treatment of topics dealing with a person’s money or life (Your Money, Your Life). We’ll walk through what changed, what searchers will notice, how this shapes law-firm operations, and how all of it connects to the ongoing YMYL (Your Money Your Life) standards that guide Google’s understanding of trustworthy content.

    What the OpenAI Policy Changes Are and What They Actually Mean

    OpenAI reorganized and clarified its usage policies for models like ChatGPT. The most important section for law firms is the explicit guidance around legal and health topics. The company states that AI systems can provide general information but cannot deliver tailored advice that substitutes for a licensed professional.

    For the legal world, this is not new, but it is now spelled out in a way that removes ambiguity for users, developers, and businesses that wrap services around AI models.

    Here are the practical takeaways:

    • AI can educate but cannot instruct someone on what they personally should do in a legal dispute, estate matter, custody issue, criminal charge, or any situation where outcomes have real legal consequences.
    • Any platform using OpenAI’s models for legal services must include licensed attorney review for personalized guidance.
    • OpenAI will continue to allow legal summaries, explanations of law, definitions, and general knowledge about legal processes.
    • Models will be more likely to add disclaimers or redirect users to attorneys for anything that requires professional judgment (we sense a strong opportunity for ads coming).

    For law firms and legal marketers, this is not a barrier. It is clarity, and clarity creates opportunity. Firms that expect transparency in AI tools can build workflows that comply with these rules while still benefiting from AI’s efficiency.

    OpenAI's health and legal advice changes through ChatGPT are a good thing for lawyers and law firms.
    OpenAI’s health and legal advice changes through ChatGPT are a good thing for lawyers and law firms.

    People using AI for legal questions will notice a few shifts in how answers appear and how far the model is willing to go. These include:

    More explicit disclaimers

    Users will see more prefaces that clarify the model is not a lawyer or medical provider. This is now part of the expected pattern and signals higher safety standards.

    Steering toward education instead of direction

    Questions like “What should I do if my landlord violated the lease?” will produce responses that outline general steps, legal principles, or typical processes rather than a prescriptive action plan.

    Encouragement to involve a professional

    Searchers may see referrals to attorneys, legal aid clinics, or government resources for individualized guidance. Here comes the ads we sensed.

    More accuracy checks in responses

    The model is more conservative with confidence, reducing subtle errors or speculative content in areas where the stakes are high.

    Less room for loopholes

    Attempts to bypass limitations by rephrasing questions tend to lead back to general guidance. This creates a more consistent safety layer for users.

    Overall, the user experience becomes more aligned with how legal content is supposed to work (and what we’ve done for years with SEO content): helpful, broad, clear, and pointing toward qualified professionals for anything case-specific.

    How These Updates Influence Law Firm Operations and the Role of Attorneys

    Law firms using AI internally will need to demonstrate attorney involvement in any client-facing output. This does not mean AI becomes less useful. In fact, the updates formalize how firms should use AI:

    • AI drafts, the attorney reviews.
    • AI summarizes, the attorney validates.
    • AI assists with communication, the attorney signs off.

    This supports ethical rules that already require lawyer review of work performed by nonlawyers. AI tools simply become part of the remote support staff. Firms that embrace this approach gain speed and reduce administrative overhead without sacrificing compliance.

    On the client side, law firms may see more questions about AI-generated information. Clients often bring AI summaries to consultations. These summaries improve attorney efficiency because they shorten the path toward understanding the client’s concerns. Well, that and they may also be a pain in the ass sometimes. 

    OpenAI’s clarifications help attorneys position themselves as vital decision-makers rather than just providers of information. In other words, this should help bolster YOU as the experienced legal mind someone should seek.

    What These Changes Mean for Law Firm Marketing Strategies

    This is where the biggest practical shift will happen. As AI becomes both more cautious and more central to how people consume information online, attorney-led marketing becomes even more valuable.

    Educational content will outperform generic content

    Since AI will avoid giving case-specific instructions, searchers will still look to law firm websites for local, detailed, jurisdiction-specific explanations.

    Google rewards this with higher rankings because it meets YMYL content standards.

    Authority signals matter more

    Because AI is increasingly careful, users place more trust in:

    • Named authors who are licensed attorneys
    • Clear citations to statutes and government resources
    • Local knowledge
    • Practical explanations grounded in real experience

    This raises the bar for law-firm blogs, practice area pages, and FAQ content. In fact, many of our clients have taken advantage of Focal Points, which is a step above basic SEO. If you’re interested, go check them out. —–> Focal Points.

    Marketing language needs to match user expectations

    Searchers may arrive with partial understanding shaped by AI summaries. That means law firm content must:

    • Validate what the searcher already knows
    • Clarify what applies specifically in your location
    • Provide safe, accurate, and actionable next steps within ethical rules
    • Emphasize the importance of human review

    Firms that explain responsible AI use will win trust

    A growing number of clients want to know whether their attorney leverages AI. Firms that publicly outline how AI assists with efficiency, but not judgment, gain a competitive advantage. My vet’s office uses AI to record the conversations and fill out the pet’s charts. They explained how they use AI to me and made it clear how it helps them treat the animals with higher quality care. I’m fine with it, especially because they explained it to me.

    This is powerful content for newsletters, blog posts, and “About the Firm” pages. Embrace AI by acknowledging clients’ doubts and explaining why and how you use it. 

    AI will reshape the SEO moonscape

    Because “general information” is easier for AI to generate, the pages that rank will be those with:

    • Location-specific depth
    • Attorney involvement
    • Real examples
    • Unique frameworks or insights
    • Clear statements of professional oversight

    In other words, AI pushes law firms toward higher-quality publishing. That is good for SEO and good for clients. It should also send signals that using AI only to generate content is a bad idea.

    How All of This Connects to Google’s YMYL Standards

    Google’s YMYL framework has governed legal SEO for years, even before AI became mainstream. Legal content is part of the Your Money Your Life category because it affects a person’s rights, safety, finances, and future.

    Under YMYL:

    • Content must demonstrate clear expertise
    • Authors must be credible
    • Claims must be accurate and sourced
    • The site must be trustworthy
    • Any advice must be safe

    OpenAI’s new rules mirror that philosophy. Both systems now prioritize safety and credibility in high-impact domains.

    The overlap between OpenAI’s policy and Google’s YMYL standards means that:

    • Law firms that emphasize attorney review will gain more visibility
    • Content grounded in state law (like Illinois statute citations) will outrank vague summaries
    • Well-structured legal explanations will become even more valuable
    • Trust signals, such as attorney bios and experience, matter more than ever

    Lawyers who understand this dynamic will be able to connect with searchers in a way AI cannot. The result is stronger authority, better rankings, and more qualified leads.

    The Bottom Line (for now?)

    OpenAI’s policy updates did not remove legal information from AI tools. They clarified the boundaries that always existed and aligned them with ethical and safety standards in law. Searchers will still use AI to educate themselves, but they will rely on law firms to interpret laws, apply judgment, and make decisions.

    For law firms, the moment calls for:

    • Transparent use of AI
    • High-quality educational content
    • Clear demonstration of attorney involvement (find you some really good legal writers)
    • Strong alignment with Google’s YMYL standards

    Firms that adapt early (hopefully you already have been) will gain visibility, trust, and clients in a moonscape where AI shapes expectations but cannot replace licensed professionals.

    Written by Blue Seven Content Co-Founders – Allen Watson and Victoria Lozano, Esq. 

    You can also check out The Possible Podcast featuring Reid Hoffman (founder of LinkedIn) and Aira Finger. Here, they discuss AI regulations, rules, and laws.
    Blue Seven Content SEO News and Ideas

    Finding Your Center in the SEO Ecosystem 

    The SEO ecosystem is an idea used to show that with the implementation of AI, users are seeing results based on multiple online touchpoints, from the website to social media posts that are both static and video. Understanding how the SEO ecosystem works can improve your SEO strategy and, thereby, keep your business abreast of the new changes while maintaining or improving your ranking. 

    Search engine optimization is not dead. Nor will it die anytime soon. The strategies we used back in the early oughts are not the same as we need now. With the introduction of AI, the way people search and the way your business shows up on searches is forever changed. Determining whether it is good or bad is beyond the scope of this blog. Instead, let’s focus on what we can control and agree upon: your new SEO strategy. 

    So many touchpoints, so little time. Having a strategy to use smart content in multiple places throughout your SEO ecosystem is step one. Step two is doing it.

    How SEO Started  

    If you are a newbie on the scene, it is easy to feel overwhelmed. Long gone are the days when SEO was reliant on just one internet touch point: the website. Website functionality with repetitive and numerous keyword pages was enough to increase the ranking of your business. 

    When a user typed in their keywords or key phrases, the powers that be would crawl through indexed pages on websites. But that was pretty much it. As long as your SEO strategy included that your website was up to date or you were named on other websites through news stories or interviews, the search was pretty easy, and the competition was not as robust. 

    As the internet expanded and more businesses started websites, etc., the ranking became harder. It did not alter your strategy as much. Until Google started implementing search rules. Then the strategy became more specific to Google. 

    SEO Pre-Query Phrasing: The Boolean Phase 

    As Google’s empire won search users’ trust (or outperformed others or just bought the trust), Google became the dominant search engine. People were searching in Google how they were taught in school when searching through their school’s library database or more formal databases like JSTOR. 

    The Boolean search was meant to increase the specificity and niche down the search. For example, today we would ask for a “cafe near me” (assuming you were in Chicago), the way to search would look like: cafe+Chicago+downtown (as an elementary style search), even if you were in fact standing in Chicago downtown. That’s because Google’s search analytics had not optimized to what it is today. The tech and tools just weren’t there for this kind of intuitive search. 

    SEO Pre-AI Query Phrasing 

    Around 2010, when smartphones began proliferating, Google began shifting the user’s experience to queries instead of keywords. Now, the user is forced to experience predictive analytics when making their query. A few years later, circa 2014, Google implemented RankBrain, which enhanced the search query further, enter: E.A.T., expertise, authoritativeness, and trustworthiness. 

    The SEO strategy was less about how many keywords were squished together or how many pages stated the exact keywords. Instead, the strategy had to show the intent of why the content was there and how the user could trust the result. 

    Further, the search strategy was still restricted to a website, and if your name or business was used on some other website. It’s like throwing a fishing line into a well. It may be deep, but the search is narrow. When generative AI entered the scene, that well turned into an ocean. 

    SEO and Current AI Query Phrasing 

    So where are we now? Picture a magnet dropped into the middle of the ocean. The magnet is your search query, working to pull in the fish (information). This signifies two things:  

    1. The search query remains the same. It is still a question loaded with keywords and phrases, or tangential words related to familiar keywords or phrases 
    2. Unlike a smaller well (search residing in one platform), the ocean is expansive, and this magnet is picking up on EVERYTHING, not just website signals. The ocean is our new AI search-driven reality.

    So where does this SEO ecosystem come in? When Facebook morphed into META and began buying different social media software (potential competitors), and people started using these social media apps more and more, the search gods above had to incorporate these “outside” sources. 

    These apps served their own algorithms that differed from traditional search engines. Then, when generative AI LLMs were being used, their ability to search for information included these outside sources. 

    This meant that if you were searching on an LLM like ChatGPT, then your answers were also getting information from these outside sources. The AI overview also started to scrape these sources. Now, we’ve recently seen a shift towards even more indexing of social media on traditional search. In the Summer of 2025, Instagram allowed posts to be indexed by Google, a response to TikTok showing up all over the place (because they allowed indexing earlier). Over the last few years, algorithms have indexed these outside sources and socials, including categorizing them as images and videos, reading the captions, and sometimes formulating their own descriptions and thumbnails for the content. 

    This all means that when you begin to strategize, you need to see your brand as a comprehensive plan. You need to start seeing your brand as the center of your own ecosystem, which includes not just your website but your “outside” sources too, like all social media, directories, and even dark social avenues. This overall ecosystem includes all activities meant to build not only awareness of your brand, but also affinity for your brand. There’s a difference between awareness and affinity, and you’ll need to accomplish both. 

    It’s all about the “know, like, and trust” factor. 

    How Can Blue Seven Content Help 

    Allen and Victoria, co-founders of Blue Seven Content, have been at the forefront of SEO strategy over the past 10 years. From solo practitioners to multimillion-dollar marketing agencies, Blue Seven Content has learned that strategy is never stagnant. It is always a moving target, but with the right mix of EEAT and consistency, your center in the SEO ecosystem can improve your overall SEO presence. 

    Let us help you navigate through this AI world with a human component. We not only have the resources to fill the gap in your brand, but we have the talent to make you stand out from your competitors. Through our social media specialists and video coach, we can help you elevate and expand your brand. 

    Written by Victoria Lozano, Esq. and Allen Watson, co-founders of Blue Seven Content

    Blue Seven Content Uncategorized

    How Your Business Can Take Advantage Of Social Media SEO

    Social media platforms are making it easier for search engines to discover and index their content, and you should have a social media SEO strategy in mind. Businesses that aren’t leveraging the search potential of social media content are missing considerable opportunities to expand visibility, improve lead generation, and build brand authority.

    Google and other search engines have been able to index public content from social media platforms for several years, but search access has varied by platform. There has been a recent trend to make it easier for search engines to access public social media content.

    In July, Meta announced it would allow search engines to index public content posted by professional Instagram and Facebook account users. Businesses looking for ways to increase their reach and develop brand identity should be optimizing social media content to rank in search results. 

    Having a coherent SEO and social media management strategy is essential. Everything should fit together to reach your overall client acquisition goals.

    How Search Engines Gain Access to Social Media Content

    To index content, search engines send their automated helpers to discover, analyze, organize, and store information from the internet. The general rule is that content that is publicly accessible can be indexed unless search engine access has been specifically denied. 

    In the past, social media platforms have tried to control how much or how little of their content search engines are able to access. However, despite technical prohibitions, like robots.txt files and noindex tags, Google has still been able to index some content from social media platforms. 

    What Types of Social Media Content do Search Engines Index?

    Search engines can access social media content that is public or linked to a business account. The following are popular social media platforms used by businesses and the types of content that search engines are able to index on each platform.

    Instagram and Facebook

    What Meta did recently was to remove technical prohibitions and give Google the green light to access public content on the platforms, subject to individual user permission. Specifically, search engines are now able to index photos and videos from public reels and posts placed on the platforms beginning January 1, 2020, if the following criteria are met: 

    • The account owner is over 18 years old
    • The account is public
    • The account is professional

    This change makes it easier for search engines to find and index public content on the platforms. 

    LinkedIn

    Search engines can index public LinkedIn content, particularly:

    • Public profiles
    • Articles
    • Company page updates
    • High engagement posts

    LinkedIn articles written like blog posts are the easiest for search engines to index and provide the best opportunity for ranking in search results. 

    X (Twitter)

    Public X content, including text, videos, images, and profile information, can be indexed by search engines unless users take specific actions to prevent access. 

    YouTube

    Search engines can crawl most types of YouTube video content. Google provides guidance on video SEO best practices that will help the search engine find and index video content. 

    Why Businesses Need to be Active on Social Media

    Social media platforms are widely used and offer a cost-effective means to increase brand visibility and engage with customers and clients in real time. About 60% of the world’s population (4.76 billion people) is active on social media and spends a daily average of 2.5 hours on various platforms. 

    People use social media to discover the more humanized side of a business and gain insight from the experiences of others. Posting on social media helps businesses build brand identity and establish credibility with followers.  

    How to Optimize Social Media Content for Search Engines

    Having search engines integrate social media content more fully in search results provides a multichannel opportunity for businesses to reach wider audiences and engage more fully with prospective and current customers.

    Search engines evaluate social media content for ranking just like they evaluate website content. Google’s main mission is to connect users with information that they will actually find useful. The key factors used to determine content ranking include: 

    • Relevance
    • Quality
    • Usability
    • Context

    Relevance

    Content relevance is determined by identifying quantifiable signals like keyword matches and also by referencing sanitized digital records of similar user activities and behaviors. 

    Quality

    Quality content is helpful, reliable, and people-first. It demonstrates experience, expertise, authority, and trustworthiness (EEAT). Quality content provides a complete response to a search query with original information supported by credible sources. It offers a detailed analysis or a fresh perspective. It is created to satisfy the needs of people, not machines. 

    Usability

    How well a user is able to interact with social media content can affect ranking performance. Google ranking systems like content that provides a good page experience. Content should be secure, display well on mobile devices, be organized so it’s easy to consume, and be fairly free of distracting ads and pop-ups. 

    Context

    Content context is how closely content matches the presumed needs of a user at the moment. Search prioritizes content that matches a user’s location, is consistent with previous search history, or provides the most current information.

    Content in social media profiles should also be optimized with relevant keywords, contact information, and appropriate links to enhance search visibility.

    Should Businesses Be Using Hashtags on Social Media Posts?

    Hashtags were once the darlings of social media, but algorithms have changed. Haphazard hashtag use is no longer effective and can be detrimental. That does not mean, however, that hashtags should be ignored. Strategic use of hashtags can still boost a business’s visibility, engagement, and overall success. 

    Targeted use of hashtags improves the searchability of social media posts and makes it easier for search engines to understand the content. Hashtags also make content more visible, leading to greater engagement. Social media posts with significant engagement will rank higher because search engines categorize them as more valuable. 

    Tips for Using Hashtags

    For hashtags to be used successfully, they must be relevant and specific to the content they promote. Hashtag overuse is an absolute no. With that in mind, the following tips can help direct the effective use of hashtags.

    • Avoid using broad, popular hashtags (you’ll get lost in the shuffle or appear spammy)
    • Use hashtags that target specialized segments of your business 
    • Create unique, branded hashtags (use consistently and encourage followers to use)
    • Make sure your hashtag has not been banned
    • Use 1 to 3 hashtags per post (think quality, not quantity)
    • Keep it short and simple – 1 or 2 words is best (easier to understand at a glance)
    • Capitalize each word for multiple-word hashtags (#ImprovesReadability)

    When used appropriately, hashtags add context to your content and help get it in front of more of the audience you are trying to reach. 

    The Google Business Profile (GBP) is a free business listing for businesses that have a physical location where customers can visit. Having optimized content in your GBP is a must for gaining visibility in local searches. Linking your social media accounts to your GBP gives users an easy way to connect and engage with your business after they discover it.

    Businesses are currently allowed to add one link to each of most major social media platforms in their GBP.

    Blue Seven Content: When Only Quality Content Will Do

    At Blue Seven Content, we know how competitive it is for businesses to rank in search results, and we’re all about the pressure to consistently produce quality content. Creating uniquely original content that is strategically optimized is what we do.  We are dedicated to our craft and committed to helping our clients succeed. 

    Visit Blue Seven Content to learn more about how we can help your business with SEO and social media marketing management.

    Written By Mari Gaines, JD – Blue Seven Content Legal Writer

    Blue Seven Content Focal Point By Blue Seven

    Bringing Back The Academic Attorney | Smart Lawyering, Better Clients

    AI is changing the way attorneys practice law, and it’s also changing the practice of law firm content marketing. Search is becoming smarter, which means it is better able to determine content quality beyond keywords. 

    Comprehensive, focused content that demonstrates a law firm’s authority and experience while guiding a reader toward a solution creates a memorable experience. In a crowded, ever more generic marketplace, building an identifiable brand is how a law firm will gain the advantage for attracting the clients best suited to its practice.

    Blue Seven Content Focal Points pages help law firms become better known for their particular practice space. Focal Points are in-depth pages that complement the traditional SEO pages on a law firm website, but are written to specifically demonstrate a law firm’s authority and overall experience and can be repurposed across multiple content platforms.

    As artificial intelligence continues to change things, we think you can come out on top by doubling down on high-quality content for your law firm’s website, socials, and videos.

    Why Some Legal Content Should be Less about Keywords and More about Educating Readers

    Keywords are important because they help search systems understand what content is about and determine its relevance. But too much emphasis on SEO may diminish the quality and multi-use potential of content.

    Content quality has always been an important aspect of law firm marketing. Consistently providing high-quality content positively contributes to a law firm’s reputation and enhances reader trust and client loyalty.

    Even as Search is becoming more intelligent, the recognized components of quality content have not changed. All search tools want to present content that users will find helpful and satisfying. Google continues to maintain that the company’s core goal is to help people find outstanding, original content that adds unique value. 

    The guidance Google offers to help make content more friendly to Search is still the same. What has changed is Search’s ability to comprehend the presence or absence of the factors it’s searching for and how they relate to the questions being asked. 

    Search is still looking for content that:

    • Is comprehensive
    • Presents original research or analysis
    • Engages interest
    • Informs with clarity
    • Demonstrates authority
    • Displays deep experience

    Creating in-depth content that communicates the above factors will earn the trust of both Search and readers. Blue Seven Content Focal Points are comprehensive, well-researched pages containing distinct sections of information that can be repurposed easily or modified to express individual law firm experience. 

    Law Firms Can Distinguish Their Brands with Strategic Content Marketing

    A successful brand isn’t created overnight. It must rest on a solid foundation of authenticity, authority, and trust. It requires consistently producing content that is helpful and reliable, with just enough originality so people take notice.

    Why does someone looking for legal answers choose to click on one law firm link and not another? There is a well-understood concept in sales and marketing. People are more likely to do business with someone they know, like, and trust (KLT). 

    Establishing familiarity is an essential first step on the KLT journey. Law firms that have an active presence on social media and share valuable content demonstrating EEAT (expertise, experience, authoritativeness, trustworthiness) begin to attract the attention of people looking for reliable legal information.

    When the information is presented in such a way that readers feel a law firm understands what they are going through and empathizes with their plight, the reader becomes at ease and is then more receptive to learning more about how a law firm can help them.

    Focal Points content highlights a specific legal issue or area of law using relevant examples and provides insight to give readers a deeper understanding of the legal issues and to convey how a law firm can help.

    Focal Points Content is Written for Flexibility and Multi-purpose Use

    Law firms that want to build and maintain a strong brand need to post content across multiple social platforms regularly. Producing fresh content for each post is extra work and not practical or necessary for busy lawyers and law firms. 

    An in-depth page of quality content can provide a lot of material that can be chunked up and repurposed for creating social media posts. Repurposing content benefits law firms in the following ways:

    • Saves Time – Reduces the amount of time necessary to create content
    • Wider Reach – Bite-sized chunks may catch the attention of viewers with shorter attention spans
    • Multiple Viewing Outlets – Allows more people to see the content
    • Content is more shareable – People pass on content they trust

    Focal Points content by Blue Seven Content is written in clearly structured sections that can be used independently to alert readers to updates, answer frequently asked questions, or highlight a particular area of expertise. The content is intended to be informative and to remain relevant and useful over time. 

    Let your content work across your brand’s ecosystem. Turn a well-researched Focal Point by Blue Seven into a machine across the board.

    Why Your Law Firm Should Consider Adding a Focal Points Page Created by Blue Seven Content

    Many law firms tend to base their content strategies on what their competitors are doing. Thus, every law firm ends up producing and posting similar content. This means potential clients are going to have a hard time distinguishing who they should be working with. Law firms wanting to develop distinct brands need to do more to communicate their unique message through their content.

    Law firms can set themselves apart with content that goes deeper into legal topics, showcases the distinct legal knowledge and capabilities of the firm, or evidences a commitment to the legal concerns of the local community. Focal Points by Blue Seven Content is focused, flexible, in-depth legal content that demonstrates the unique aspects of a law firm and helps to raise the know, like, and trust factor with potential clients.

    Written by Mari Gaines, JD – Legal Writer at Blue Seven Content

    Blue Seven Content Uncategorized

    Stop Writing For Search – Write Content For Readers And You’ll Be Fine

    AI is changing the search experience. Focusing on keywords no longer guarantees your content will be seen. While you do still need to pay attention to the preferences of Google algorithms, the evolution of AI in search emphasizes the fundamentals of what makes content valuable and a more contextual understanding of user intent. So what is AI Mode and does it affect law firm SEO?

    AI Mode is Google’s latest search enhancement. AI Mode is able to go deeper into a search query than AI Overviews because of its advanced reasoning and communication capabilities. These latest changes have sparked concern regarding SEO best practices for ensuring content visibility and ranking with AI Search.

    The good news is that those of us who have been creating original, helpful, reliable, people-first content all along have nothing to worry about. AI Search is all about identifying unique and valuable content. With that in mind, Blue Seven Content advises legal content creators to focus more on establishing authority and creating trust with target audiences and less on the number of times a keyword appears.

    The reader matters now more than ever as they sift through AI Mode to make sense of their searches.

    AI Mode: What it Is and What it Does

    AI Mode is a feature of Google Search that allows a user to explore search results more deeply by directly interacting with the search interface. Users are able to ask detailed follow-up questions using images or text and will receive content that more directly answers their query.

    AI Mode became available on May 20 in the United States to users who are at least 18 and have a personal Google account. AI Mode is currently accessed via a tab on the far left below the search bar. Like other search features, AI Mode provides links to relevant resources and websites. 

    According to Google, AI Mode brings a new level of intelligence to search. It uses its proprietary ‘query fan-out technique’ to divide a search query into subtopics and do further research to arrive at more directed and relevant responses. Users can submit complex inquiries and interact with the feature, making the search experience more focused and personal. 

    What Google Says About Content Performance in AI Search

    In a recent blog post regarding content performance in AI Search, Google says it remains committed to the core goal of helping people find “outstanding, original content that adds unique value” across all search experiences and suggested creators consider the following to ensure content performs well in AI experience:  

    • Create original content that meets the needs of people searching.
    • Provide a great page experience free of clutter and easy for users to navigate on any device.
    • Follow Google’s technical requirements so it can more easily find, crawl, and index content.
    • Manage page display preferences so content is available for AI Search.
    • If using structured data, follow the general guidelines so that the data matches the visible content.
    • Support textual content with images and videos to appeal to AI Mode’s multimodal understanding.

    The search engine stresses the importance of creating content that fulfills the needs of the searcher. To get on the right path to success with AI Search, Google recommends creating “unique, non-commodity content that visitors from Search and your own readers will find helpful and satisfying”.

    It’s all About the Touchpoints!

    AI Mode is pushing search toward a more holistic, experience-driven model. Instead of relying solely on keywords or ranking positions, content performance is now influenced by a wider network of digital signals. The user journey isn’t linear anymore. People might interact with your brand across several digital environments before ever clicking through to your website. This shift makes it more difficult to pinpoint a single moment or metric that leads to engagement or conversion.

    In this new environment, every touchpoint matters. A law firm blog post may spark initial awareness, while a helpful video on social media reinforces credibility. A well-structured law firm practice area page may provide detailed answers, and a Google Business Profile might offer proof of trust through reviews. These all feed into the broader AI-driven understanding of your authority and relevance in a specific legal niche.

    Complementing your web content with social media engagement, branded visuals, video content, and even physical brand presence (like office signage, branded materials, or community involvement) adds layers of authenticity that AI can recognize. Each interaction strengthens your firm’s digital footprint and helps establish a consistent identity across channels.

    Because AI Mode looks beyond single-click relevance and evaluates content across various mediums and moments, it’s critical to approach content with a multi-touchpoint mindset. Search isn’t about the last click anymore—it’s about every small interaction leading up to it. Consistency, visibility, and trustworthiness across all platforms are now just as important as the content on your main website.

    This evolution means legal content must serve a broader purpose. Content isn’t just to inform, but to build recognition, credibility, and trust across the entire journey, wherever and however it happens.

    Why E-E-A-T is More Important than Ever

    Content quality is still the most important search ranking factor. Experience, expertise, authority, and trustworthiness (E-E-A-T) are the traditional indicators used by Google to determine content quality. Making sure content contains recognizable indications of E-E-A-T improves reliability and increases content value. Valuable content is what Google wants to show users. 

    Google has proclaimed that AI search tools are rooted in their core quality and ranking systems and are designed to provide information supported by high-quality content. The company admits that AI Mode doesn’t get it right every time and will continue to test and make improvements. 

    AI algorithms will prioritize legal information from content that is determined to be authoritative and trustworthy. In evaluating a search query, AI Search goes deeper than just matching keywords and is able to understand the context of the language used. Therefore, it is more important that content anticipates user intent than merely trying to match the words used in a search query.

    For law firm SEO to win with AI Mode, legal content should:

    • Provide a comprehensive (well-researched) answer to a legal question and be supported by credible sources. 
    • Be accurate and incorporate statistics where appropriate
    • Demonstrate originality with unique perspectives or insights
    • Be timely (meet readers where they are) and up-to-date (current)
    • Be well-organized and clearly written 

    Remember, Good Content Still Can’t Overcome Bad Technical SEO

    It’s important to keep in mind that amazing content won’t be able to do its job if the technical support is lacking. The technical aspects of SEO crucial for content performance are that bots are able to access and understand the content, and that the end-user has a satisfying experience.

    User experience involves how a user is able to interact with the content. Pages must load quickly. People will click away if they have to wait. Content must also display well on all devices, especially mobile, and should not be cluttered with pop-ups or other distractions. If it’s too hard to find what they’re looking for, readers will move on to their information somewhere else.

    Content that Establishes Trust with Readers Wins Clients

    People looking for legal information may be in a troubled spot and need help. They may be dealing with life-changing events and feeling vulnerable. The attorney or law firm they hire is the one they feel can be trusted to safeguard their best interests through a challenging time. AI Mode will certainly change how law firms focus on SEO, but that’s nothing new.

    One of the primary purposes of the law firm SEO content written by Blue Seven Content writers is to convey a law firm’s authority, sincerity, and integrity with original content that all search experiences will recognize as valuable and readers will interact with and find satisfying.

    At Blue Seven Content, we don’t write for search – we write for the people who search. Can we help you write some of your best legal content?

    Written By Mari Gaines – Legal Content Writer & Allen Watson – Founder of Blue Seven Content

    Blue Seven Content Uncategorized

    Writing a Personal Injury Practice Area Page For Your Law Firm – 10 Immediately Useful Tips for 2025

    So, you’ve decided to write your personal injury lawyer SEO content by yourself. Whether you’re an attorney, paralegal, legal assistant, or some other poor soul sent off with instructions, we have you covered. In fact, when we (founders Victoria and Allen) started in this business, we had no clue how to do this either. We were the poor souls with virtually no instructions. 

    At Blue Seven Content, we’ve got this figured out by now. Our team writes law firm practice area pages daily and we’ve figured out a good system. When you’re designing and writing these pages, you have to remember you’re writing for an audience of two – your prospective clients and the algorithm. No, you aren’t included. You aren’t the audience. I mention that now so that you simmer down on those overactive “attorney hands” that’ll want to nitpick every word on your pages. It’s not necessary or worth it. 

    Let’s talk about how this is done.

    Man in wheelchair at desk with paperwork for a personal injury claim.
    We’re here to offer tips that can immediately enhance your personal injury SEO game.

    1. Know Your Audience

    Focus on your reader – the prospective clients. The trick with personal injury law is that anyone could need your services. This isn’t like a professional license defense law firm that would cater to one specific audience. No, your audience is practically everyone in your desired coverage area.

    This means you need easily digestible content. No fancy legal language. Here are some points to help with this process:

    • 7th to 8th grade reading level. Your readers are often dealing with stress, pain, and confusion. They need clear, straightforward language, not legalese. 
    • Shorter sentences. Long, complex sentences can lose your audience. Keep things direct and to the point to ensure your message is understood quickly.
    • Shorter paragraphs. Walls of text can feel overwhelming. Stick to 2-3 sentences per paragraph to make scanning easier, especially for mobile users.
    • Utilize bullet points. When breaking down key information, such as legal rights, steps in a claim, or common mistakes, use bullet points to improve readability and comprehension. Think about how you read a page online, particularly if you’re reading from your phone. You skim until you see certain information.

    Part of knowing your audience also means knowing the keywords. This page is more focused on crafting your personal injury SEO page after you’ve already narrowed down your keywords. You’ll use these keywords and their variations seamlessly throughout the page. By that, I mean that it won’t be obvious to the reader that you’re weaving keywords into the page. 

    2. Your Introduction Paragraphs Matter

    This isn’t Pinterest or a recipe website, so cut the shit. Your reader needs assistance from an attorney, not a backstory about their town or the origin of the name of their injuries. 

    Just like we mentioned a moment ago, your introduction has two audiences. The reader needs a hook so they keep reading or, if you’re lucky, call you immediately. The algorithm is looking to your intro for a few different things that should be woven into the content seamlessly, so as to avoid confusing the reader. 

    Now, if you speak to five SEO “experts,” they’re going to give you five different ways to write personal injury SEO page introductions. What we’re going to give you is a list of things we strongly encourage you to include and/or learn about as you start the page:

    • Your main keywords. You need to know this before you even start crafting your page. Whether you have a keyword research tool or you’re relying on an SEO team to give you topics, don’t start your page until you know the main keywords. Generally, the main keywords will be the same as your H1 (or page title). For example, it may be “Chicago personal injury attorney” or “Memphis commercial truck accident lawyer.”
    • The “parent page” to your current page. Without getting too granular here, every page on your website will have a relationship to another page. Your page may be a “child” page of another page (the “parent” page). It’s crucial to know where your page falls in the hierarchy of the website so you get the internal linking done properly. This is for the algorithm, friends. 
    • Correct anchor texting. Anchor text refers to the word or group of words you link your internal and external sources to (creating a hyperlink). Believe it or not, there’s a method to which words you use that can help the algorithm better understand what your page is about.
    • Avoiding external links (for now). We generally want to avoid adding external links (links that lead to a website other than yours) in the intro. While they may help with your page authoritativeness and help gain reader trust, save these for the meat of the page.

    3. Why Should They Choose You

    Unfortunately, just about every personal injury SEO page is the same. No flavor. Generic. Plain white chicken in the crock pot with a single potato and no spice. Now, some of that boils down to the fact that these pages all need to convey the same basic information. But how can you even stand out?

    You. 

    You and your team are the answer. Use a section of your personal injury SEO page to talk about you and your firm. What sets you apart from the firm next door? Tell the reader why you’re the personal injury firm that cares about them. 

    We’re working with a client in the PNW who is expanding their personal injury practice. On their main PI page, the attorney posted their story about why personal injury law means so much to them. They’d experienced a serious injury and had been on the other side of the process. This lawyer’s story really highlighted why they cared and it helped gain readers’ trust. 

    As we revamped this page, we kept the story in its entirety. It was powerful and we crafted the whole page around that theme. 

    The point is that there should be some points that set you apart. Use a hundred to 150 words of your personal injury page to give your “selling points.” You can even do this in bullet point format. You can draw on client reviews (with approval from the clients) in this section as well. 

    Plain personal injury pages are bad
    The “spice” for your law firm’s personal injury SEO content is YOU. What sets you and your firm apart from the bajillion other plain recipes?

    4. Cover the Costs 

    One of the first questions a prospective personal injury client will have is something along the lines of, “How much will this cost me?” They want to know a few things that you can address upfront. First, is there an initial consultation fee? If you have free consultations, which I suspect you do as a personal injury lawyer, make it known.

    As for the overall cost of the case, chances are, you handle these types of plans on a contingency fee basis. But guess what? Most people aren’t going to know what a contingency fee is.

    Explain your pricing clearly and with compassion. By that, I mean you should meet the reader where they are. The reader or someone they know has just sustained an injury, and they need help. They may not have money and could, perhaps, be ashamed by that. Don’t make your reader feel more lost by throwing cold language around.

    Empathy and compassion can shine through on these pages, especially when discussing costs. Reassure the reader that you’re there to help, and you want to make legal assistance affordable.

    5. Covering Your Types of Cases

    This is an area that can seem, to the outside reader, like a waste of words. If you knew me in real life, you’d know that I absolutely hate clogging up Law Firm SEO pages with unnecessary sections; however, sometimes, you really do need to play to the algorithm.

    Your law firm’s basic personality pages, regardless of the location, will all likely have sections discussing the types of cases you handle. For example, while you may be a personal injury lawyer, you’re going to need pages for the main types of injury cases you’d like to obtain. For example, go on to any personal injury lawyer website, and you are going to see much more than just pages geared toward the keywords “personal injury lawyer.” You’ll see a list of the types of claims, usually each with its own page. An attorney will likely have a page for car accidents, truck accidents, dog bite claims, product liability cases, slip and fall incidents, premises liability claims, construction accident cases, and so on, and so on, and on.

    But can’t you just write one personal injury page and mention all of those and skip all the others?

    Nah, that’s not going to work. It certainly won’t work if you want to have any semblance of competitiveness in your particular coverage area.

    Okay, all of that to say that you are going to have these “child pages” to your main personal injury page. On your main personal injury page, you’ll be able to link out to these other pages, and these child pages will all link back to your main personal injury page (well, the personal injury page in their location silo). This all helps create a wonderful internal linking strategy that is a major part of your overall SEO goals.

    6. Show Them the Money

    If you create a personal injury page without addressing potential damages, there’s a decent chance the reader will click the back button and go to the next law firm’s website. 

    No, you can’t make any guarantees about how much a case could be worth. However, you should discuss the types of compensation, and you should discuss that each case is different. This section is a good place to stress the importance of having a personal injury lawyer and to gently persuade the reader to call for a free consultation.

    Spend a few paragraphs or bullet points highlighting special and general damages (but call them economic and non-economic, or at least explain the legalese). Keep in mind that most personal injury victims likely don’t know the full extent of the types of compensation available. They may not know the true value of their claim, especially if they’re only thinking in terms of recouping an emergency room bill, when in reality they’ve had to miss work and are partially disabled. 

    Clarify potential compensation as a way of encouraging the reader to contact you for help. This can be a powerful section. 

    7. Offer Practical Tips 

    There are ways to use these personal injury lawyer SEO pages to both answer readers’ questions and tap into frequently asked questions that Google and other algorithms seek out for AI overviews. Some examples of headings you could use include:

    • What Documents Do I Need For My Claim?
    • How to Speak to the Insurance Carriers
    • Steps to Take in the Days Following the Injury
    • What If There Was Shared Fault?
    • How Long Will the Case Take to Resolve?

    There are many others, but these are just some examples. For many of the questions and concerns readers may have, you won’t be able to provide concrete answers on a webpage. For example, when answering how long it could take the claim to resolve, you can’t really tell the reader that. You don’t know. But you CAN discuss the various factors that affect the timing of these claims while helping them understand why you and your firm are the best choice to help.

    I caution you not to go overboard with offering tips, especially for things that do not really relate to the purpose of the page. For example, I recently stumbled onto a personal injury law firm’s page about lithium battery explosion injuries. One of the headings was “Stopping a Lithium Ion Battery Fire In Progress.”

    Don’t do this. Nobody is coming to your page in the heat of an active emergency for that type of help.

    8. Gentle Persuasion to Get Moving Quickly

    You may or may not be able to explicitly state the statute of limitations for these claims. While most states allow it, a few aren’t favorable. So, you can approach this a few ways. 

    First, if you can mention the statute of limitations, go ahead and do it. Make sure it’s accurate and, just as important, make sure you mention any exceptions to the law. 

    What’s more important, in my opinion, is stressing the importance of starting this process long before the statute of limitations approaches. You can use this section to tell the reader why filing a claim as promptly as possible is crucial for increasing chances of success. 

    You want the reader ready to call you to get the ball rolling. Gentle persuasion with the right words can help this goal.

    9. Close Out Comfortably But With Urgency

    The final section of your personal injury lawyer SEO pages will be a “call to action.” This section doesn’t need to be long, but it should be direct. Close out with renewed empathy, restate the importance of filing a claim quickly, and remind the reader about the free consultation. You’ll have some keywords in the final heading section of your page and, hopefully, close out with some hope for the reader. 

    10. Or Blue Seven Content Can Write Your Personal Injury Lawyer SEO Content

    Listen, you don’t need a pitch. You’re on our website so you know what we do. If you get overwhelmed by the prospect of writing these pages yourself, we can help. Yes, it costs money, but let’s be honest – if you don’t want to write these pages, one of two things will result:

    1. What you do produce will be crap.
    2. You’ll never write them.

    If you DO want to write these pages, great! We encourage you to start typing today. Get these pages out there so you can start getting more clients!

    But holler our direction if you get stuck.

    Written by Allen Watson – Founder and CEO of Blue Seven Content

    Blue Seven Content Uncategorized

    How Attorneys Can Leverage Bluesky Social for Marketing and Engagement

    I’ve been using Bluesky since about the same time many of you discovered what Bluesky was – November 6, 2024. 

    Election Day in America started the rush away from X and onto Bluesky, but I’ll be honest with you about something. It’s a platform still trying to figure out what it actually wants/needs to be. I wrote about Bluesky Social for lawyers and law firms in November of 2024, but that only gets you so far.

    As an attorney or a law firm, what the heck should you post on there? 

    Is it the same as Instagram, Threads, and X, or do you need to take a different approach?

    Can attorneys advertise on Bluesky Social? Law firms?

    I want to try to answer those questions here with the information I have so far through my use of the platform and from talking to or observing others. 

    Welcome to Bluesky! Now, we all need to figure out how we want this to work for us. Attorneys and law firms, don’t miss the opportunity to reach a bigger and growing audience.

    What Is Bluesky Social?

    Bluesky Social is a decentralized social media platform that empowers users (for real this time) by offering greater control over their data and online experience. Unlike traditional social platforms like Twitter, Facebook, and LinkedIn, Bluesky operates without a central authority for moderation or data storage. This decentralized model offers key benefits, such as enhanced user privacy and greater transparency in content moderation.

    As privacy concerns and user autonomy grow in importance, Bluesky becomes an appealing space for privacy-conscious individuals. But what does this mean for professionals in the legal space?

    Understanding Bluesky’s Unique Culture and Why It Matters

    I’ve been using Bluesky through various accounts over the last few months, and I’m not sure where it’s going yet. But it is different.

    Bluesky distinguishes itself through its decentralized architecture, emphasizing user autonomy and privacy. This structure attempts to foster a community that values authenticity, thoughtful engagement, and meaningful interactions. For attorneys, aligning with this budding culture is essential to establish a credible and respected presence.

    A note to readers about what a “decentralized platform” means: This story by CNBC does a good job explaining. If you click that link, it’ll take you to the explainer.

    First, Sort the Basics of Your Bluesky Profile

    You’ve done well by reserving your name and law firm’s name on Bluesky, but now it’s time to act. Let’s talk about what you need to get on your profile before you start posting. You can edit your profile easily, so make sure it includes:

    • Profile photo. Just like all of the other socials, the profile photo is a must immediately. You can use the photo you use for the other platforms.
    • Display name. Your display name can be different than your handle but try not to do that. If your handle is @blueseveninjurylawyer, then your display name should be Blue Seven Injury Lawyer. However, if you weren’t able to get the handle you wanted (maybe you had to add numbers or underscores), go ahead and make your display name your actual name or business/firm name.
    • Your description/bio. Please don’t copy and paste your bio from one social platform to the next. Also, please don’t leave this section blank.
    • Profile banner. Your banner photo really does matter. Most platforms have the option for a banner, including Facebook, LinkedIn, X, and now Bluesky. However, the sizing requirements for each are different. You may be able to recycle the banner you have for other platforms, but you’ll likely have to adjust it some for Bluesky sizing requirements.

    Make sure your profile is up to snuff before you start interacting with others on the platform. It’ll help you gain traction.

    Setting up your Bluesky profile isn’t hard. It’s similar to most other platforms you’re familiar with.

    What Works on Bluesky for Lawyers

    So far, these are the types of content I’ve seen posted, but I’m not confident yet to say it “works.” Again, this is a growing space. Here are some types of posts that can work:

    1. Educational Content
      • Share Legal Insights. Provide concise explanations of legal concepts relevant to your practice areas. For instance, discuss recent legislative changes affecting small businesses or individual rights.
      • Practical Advice. Offer actionable tips that can assist individuals in understanding their legal situations, such as steps to take following a personal injury incident.
    2. Engaging in Conversations
      • Active Participation. Engage in discussions by responding to user queries, commenting on relevant posts, and contributing to trending topics within the legal sphere.
      • Thought Leadership. Share your perspectives on legal developments, ethical dilemmas, or societal issues, demonstrating your expertise and commitment to the profession.
    3. Building a Personal Brand
      • Authenticity. Share your professional journey, including experiences that have shaped your practice, to build a relatable and trustworthy image.
      • Visual Content. Utilize multimedia, such as infographics or short videos, to explain complex legal topics, making them more accessible to the general public.

    Can Attorneys Advertise on Bluesky?

    While Bluesky offers unique opportunities, attorneys must remain mindful of ethical rules governing legal advertising on social media. These guidelines vary by jurisdiction but generally include the following principles:

    • Truthful and accurate statements: All content shared on Bluesky must be accurate and avoid creating unjustified expectations or misrepresenting services. For example, posts shouldn’t promise specific outcomes or imply expertise in areas where the attorney lacks experience.
    • Confidentiality: Attorneys must ensure that interactions on Bluesky don’t compromise client confidentiality. Avoid sharing case details or offering specific legal advice in public forums.
    • Avoiding solicitation: Many jurisdictions prohibit direct client solicitation through social media. Attorneys should focus on providing valuable information and let potential clients initiate contact.
    • Compliance with local rules: Different states and countries have unique regulations regarding attorney advertising. Before lawyers can advertise on Bluesky or any social media platform, they should review the rules set by their local bar association.

    Paying for Ads on Bluesky

    Attorneys familiar with paid advertising on platforms like Twitter, Instagram, and Facebook often use these tools to amplify their reach and target specific demographics. These platforms offer sophisticated ad networks with options like promoted posts, display ads, and audience targeting based on interests, behaviors, and geographic location.

    Bluesky, however, operates differently. As a decentralized platform (please take the time to learn what this means because this is the direction social is heading), it currently lacks the traditional advertising infrastructure seen on other social networks. According to CEO Jay Graber, Bluesky is open to exploring advertising options in the future but is committed to doing so in a way that aligns with the platform’s ethos of user autonomy and privacy.

    Unlike platforms where ads frequently interrupt user feeds, Bluesky envisions a more user-intent-driven model. For example, ads might appear in search results or other contexts where users are actively seeking information rather than disrupting the main feed with unsolicited content. This approach reflects a desire to avoid the intrusive nature of conventional ads while still offering value to businesses and users.

    For attorneys accustomed to boosting posts or sponsoring content, this means Bluesky is not yet a pay-to-play environment. However, it presents an opportunity to engage audiences through organic strategies, such as thought leadership, educational content, and authentic interactions. By building a credible presence early, law firms can position themselves to take advantage of any future advertising opportunities that may emerge as the platform evolves.

    In the meantime, focusing on community engagement and content marketing remains the most effective way to use Bluesky for professional growth. This is about building your brand in multiple places. 

    By now, with the debacle that has become TikTok, we should all know better than to place all of our social eggs in one basket.

    We should know better than to rely on a single platform. It doesn’t take much for it all to come crashing down. Then up. Then down. Then…you get it.

    Navigating the Bluesky Skyscape

    Given the decentralized (even I’m tired of this word by now) nature of Bluesky, several key questions arise for attorneys:

    • Jurisdictional challenges: Traditional legal frameworks may not address the complexities of decentralized platforms, making it difficult to determine the applicable jurisdiction for advertising.
    • Content moderation and responsibility: With limited centralized control, how can attorneys ensure their advertising is ethical and accurate? Who’s responsible for the accuracy of user-generated content related to the firm?
    • Data privacy and security: While Bluesky aims to enhance privacy, attorneys must understand the platform’s data handling practices to ensure client confidentiality and mitigate risks of data breaches.
    • Accessibility and targeting: How can law firms effectively reach their target audience on a decentralized platform with limited advertising infrastructure? Can attorneys effectively target specific demographics?

    Even though there are certainly plenty of questions about how to use this platform as an attorney or law firm, I think getting a presence started there NOW is very important. Hedge your bets.

    Leveraging Bluesky for Long-Term Growth

    While Bluesky may not yet be a conventional advertising platform, its decentralized nature offers unique opportunities for forward-thinking attorneys. By adopting a long-term approach, attorneys can leverage the platform’s potential.

    • Building thought leadership: Share insights to establish expertise and build a loyal audience by engaging regularly with followers.
    • Staying ahead of trends: Familiarizing with Bluesky early helps attorneys stay ahead of competitors and adapt to evolving digital marketing trends.
    • Developing authentic relationships: Bluesky prioritizes genuine connections, enabling attorneys to foster meaningful relationships with potential clients and collaborators.

    Best Practices for Attorneys on Bluesky

    To maximize success on Bluesky and on any other social media platform, attorneys should adhere to these best practices:

    • Conduct thorough research: Stay informed about the latest developments in Bluesky’s functionality and the evolving legal landscape surrounding decentralized platforms.
    • Prioritize transparency and accuracy: Clearly disclose any limitations or disclaimers in your advertising. Ensure all information presented is accurate and not misleading.
    • Focus on building relationships: Use Bluesky to engage in meaningful conversations with potential clients and industry professionals. Share valuable legal insights and build trust within the community.
    • Monitor your online presence: Regularly monitor your Bluesky profile and any user-generated content related to your firm. Respond promptly to any concerns or inquiries.
    • Maintain confidentiality: Never discuss confidential client information on any public platform, including Bluesky.
    • Stay updated on ethical guidelines: Continuously monitor and adapt your approach to align with evolving ethical guidelines and best practices for attorney advertising on decentralized platforms.
    • Consult with legal counsel (we had to say it): Seek guidance from experienced legal counsel specializing in attorney ethics and advertising to ensure compliance with all applicable rules.

    What to Avoid on Bluesky

    I’m not one to police anyone’s social posting habits, but I can tell you what’ll likely fall flat here and elsewhere:

    1. Overly Formal Content
      • While professionalism is crucial, overly technical language or legal jargon may alienate the audience. Strive for clarity and simplicity to ensure your content is approachable.
    2. Hard Selling or Advertising
      • Direct promotional content is often frowned upon within Bluesky’s community. Focus on providing value through information and engagement rather than overt marketing pitches.
    3. Ignoring Ethical Considerations
      • Adhere strictly to ethical guidelines concerning client confidentiality and solicitation. Avoid discussing specific case details or providing personalized legal advice in public forums.
    4. Using Hashtags Excessively
      • I’ve recently been told that using hashtags on this platform may not be the best way to get engagement. The “#” provides a sort of link for others to discover you through feeds, but the overuse of hashtags is seen as overkill and slightly commercial. Use a few, sure, but not a bunch.

    Bluesky Social represents a significant shift in the social media space. Despite challenges and uncertainties, the platform offers intriguing benefits for attorneys, such as greater user control and reduced reliance on centralized platforms.

    As Bluesky evolves, attorneys who adopt a proactive and ethical approach can gain a competitive edge by building authentic client relationships and positioning themselves as thought leaders in the decentralized space. Blue Seven is here to help you craft a consistent, effective branding message for Bluesky and other social platforms. Contact us today to start creating high-quality legal content and grow your online presence.

    Written by Allen Watson, CEO of Blue Seven Content, & Alicia Terwilliger-Salley, Ph.D. (first person perspective by Allen)

    Blue Seven Content Uncategorized

    Artificial Intelligence Optimization (AIO): Is It The Same As SEO For Law Firms? (Updated May 2025)

    Is AIO for law firms the same as SEO for law firms? Now that Google’s AI Mode is official, this is a great question. 

    Though both AIO and SEO can have to do with optimizing content, there are some things we want to point out, particularly concerning AI Mode for law firms You may have heard SEO is dead or dying, and AIO is the new sheriff in town. So, is AIO replacing law firm SEO? And what does it mean for law firm marketing as we continue towards 2026? 

    The digital marketing realm is indeed changing as AI continues to influence law firm marketing practices. We see that Google’s AI Mode (introduced May 2025) now generates conversational, multimodal responses that directly engage users within search results. These interactive results go beyond traditional scraping, using advanced generative AI to answer queries contextually.

    And guess where your favorite AI engine pulls its results from? That’s right, from the web, scraping results it has access to, similar to traditional crawlers. 

    Optimizing the capabilities of AI is going to help law firms improve overall marketing efforts. AIO is changing the way content is optimized as the use of AI-powered search continues to expand. A new type of optimization strategy is evolving that caters to the preferences of AI algorithms, but it may not be all that different than what we’re used to.

    1. Artificial Intelligence Optimization (AIO) and Google’s AI Mode Optimization: Clarifying the Differences
    2. Does SEO for Law Firms Still Matter?
    3. What SEO for Law Firms Looks Like With Google AI Mode
    4. What AI Mode Likely Means Law Firm Content Creation
    5. People Still Have Trust Issues with AI-Generated Content
    6. SEO 2.0: Generative Engine Optimization (GEO)
    7. Even as Search Evolves With AI Mode, Quality Content is Still What It’s All About
    artificial intelligence optimization for law firms with robot staring
    AIO for law firms, for now, is fairly similar to SEO. Of course, things are changing rapidly.

    Artificial Intelligence Optimization (AIO) and Google’s AI Mode Optimization: Clarifying the Differences

    In May of 2025, Google began offering AI Mode at the top of many search results to enable users to quickly understand information from multiple sources. Using generative AI technology, AI Mode presents a generated synopsis of information from selected sources in response to an inquiry. AI Mode enhances interactivity by allowing follow-up questions and multimodal responses, significantly reshaping user interactions.

    Users can click on the links provided to access Google’s selected sources for more information. AI Mode responses are intended to provide comprehensive information and eliminate the need for users to scroll down through other search results.

    Often, the sources supporting an AI Mode response are the organic content a user will be directed to first, making it desirable to create content that artificial intelligence will want to select for its interactive responses.

    SEO practices now require more explicit optimization for conversational, multimodal interactions that align with AI Mode’s capabilities.

    In a nutshell:  

    AI Mode results do not appear with every search, though Google is expanding the types of queries with which they appear. The responses are designed to respond to more complex search queries, often asked as a question.

    For example, searching ‘how do I file for divorce in Dallas?’ might trigger an interactive AI Mode response that directly answers follow-up questions interactively. This suggests that creating quality content that responds to a longer and more specific search query, such as providing the answer to a direct question, has a good chance of being selected as a source for an AI Mode response.

    Does SEO for Law Firms Still Matter?

    Yes, SEO still matters for law firms. Optimizing content for search engines is still important for the success of law firm marketing. Though AI-powered search is a growing alternative, search engines are, for now, the dominant means by which people search for information. 

    Traditional SEO is not going away anytime soon, even as AI Mode for law firms rolls out. Still, some of the optimization practices will change as search algorithms become more refined and move away from literal word matches and toward predicting word sequences. 

    What SEO for Law Firms Looks Like With Google AI Mode

    Law firm marketing and content production can benefit by incorporating AI technology to improve efficiency and create a more personalized client experience. 

    With Google AI Mode frequently appearing prominently in search results, law firm SEO content should explicitly target conversational, multimodal interactions. Google has officially said nothing has changed regarding the kind of content the search engine will prioritize. Creating quality content that complies with Google’s policies and strategically optimizing it for easy readability by Google bots is still the best way for content to rank high in search results.

    Even amid rapid technological changes, SEO experts emphasize that these factors remain essential for content creation:

    • E-E-A-T – Creating content that demonstrates a law firm’s experience, expertise, authority, and trustworthiness is as important as ever.
    • Featured Snippets – Optimizing content for featured snippets means structuring content so that it directly answers a user’s how, what, or why inquiry. This type of optimization is also AI search-friendly. 
    • FAQ Sections – Providing thorough, concise answers to commonly searched questions enhances user experience and appeals to search engines and AI-powered search. 
    • Personalized Content – Users increasingly expect a more personalized experience when interfacing with search. 
    • Local SEO – Optimizing for local searches is extremely important for law firms targeting local clients who are likely to search on their phones, often using voice queries for ‘near me’. 
    • User Experience – Content must be easy to access and consume. Content structure, headings, and visual appeal are important for user satisfaction. 

    What AI Mode Likely Means Law Firm Content Creation

    In light of Google’s recent rollout of AI Mode, it’s crucial to reassess the role of AI in law firm content creation. AI Mode introduces a conversational search experience, delivering AI-generated summaries that reduce the need for users to click through to websites. This shift emphasizes the importance of creating content that is not only informative but also optimized for AI interpretation.

    The Efficiency of AI in Content Creation

    AI tools can significantly enhance the efficiency of content creation by quickly generating structured and organized information. This capability is particularly beneficial for producing initial drafts or compiling factual data. However, AI-generated content often requires human oversight to ensure accuracy, relevance, and alignment with the firm’s voice and branding.

    The Necessity of Human Oversight

    While AI can assist in content generation, human involvement remains essential. Editors and legal professionals must review AI-produced content to verify its accuracy, ensure compliance with ethical standards, and infuse it with the firm’s unique perspective. This collaborative approach helps maintain the authenticity and credibility of the content.

    Retrofitting content to ‘get it right’ might take almost as long for a human editor as it would take a human writer to get it right from the outset. 

    Limitations in Originality and Emotional Connection

    AI lacks the ability to draw from personal experiences or convey empathy, which are critical components in legal content that aims to connect with clients on an emotional level. Human writers can provide nuanced insights and narratives that resonate with readers, establishing trust and demonstrating the firm’s commitment to understanding client needs.

    Addressing Authenticity and Transparency

    The integration of AI in content creation raises questions about authenticity and transparency. Surveys indicate that a significant portion of consumers believe AI-generated content should be clearly identified, with many expressing concerns about distinguishing between real and artificial content. Law firms must consider these perceptions and decide whether to disclose the use of AI in their content creation processes.

    Adapting to Google’s AI Mode

    With AI Mode altering how users interact with search results, law firms must adapt their content strategies accordingly. Content should be structured to provide clear, concise answers to potential client queries, facilitating inclusion in AI-generated summaries. This involves focusing on high-quality, authoritative content that aligns with Google’s emphasis on helpfulness and relevance.

    Strategic Recommendations

    • Integrate AI Thoughtfully: Utilize AI tools for drafting and research, but ensure all content is reviewed and refined by human professionals.
    • Prioritize Quality and Relevance: Develop content that addresses specific client questions and concerns, enhancing its value and likelihood of being featured in AI summaries.
    • Maintain Transparency: Consider disclosing the use of AI in content creation to build trust with your audience.
    • Monitor Performance: Regularly assess how your content performs in search results, particularly within AI Mode, and adjust strategies as needed.

    Market research firm Attest recently surveyed 9,500 consumers from the US and seven other countries. More than 71% of the respondents indicated that the use of AI makes it hard to distinguish between real and fake. Because of the tendency to feel deceived, 83% of the consumers agreed that it should be legally required that companies identify AI-generated content.

    People Still Have Trust Issues with AI-Generated Content

    Not too surprisingly, studies have been done on whether people prefer AI-generated content or human-generated content. Digital asset management platform Bynder had 2,000 consumers review two articles written on the same subject – one by a human and the other by ChatGPT.  

    Not told who wrote which article, half of the consumers were able to correctly identify the AI-generated content, and a little more than half said they preferred the AI-generated content. Even so, when asked about content generated by AI, those surveyed tended to be less favorable toward the automated content.

    The Bynder study revealed the following reactions by consumers who suspect the content they are reviewing is AI-generated:

    • Brand is impersonal – 26%
    • Brand is lazy – 20%
    • Brand is untrustworthy – 20%
    • Brand is not creative – 19%

    At present, there is no general requirement for law firms to disclose to clients whether they use AI – though many state bar associations have issued guidance regarding the use of AI in the practice of law. 

    Nevertheless, disclosure is something law firms should consider if they are using AI to create content. Trust is an important element of the attorney-client relationship, and transparency in law firms is essential for building client trust. 

    What About Those Damn Hallucinations?

    New information indicates that more recent generative AI models hallucinate more than previous iterations. The New Scientist article titled “AI hallucinations are getting worse – and they’re here to stay“ highlights the persistent issue of AI “hallucinations”—instances where AI systems generate inaccurate or entirely false information. Key points include:

    • Hallucinations are inherent: AI systems like large language models (LLMs) operate on probabilities and pattern predictions, which means they can fabricate facts with confidence. These errors aren’t due to malfunction but are a fundamental limitation of how generative AI works.
    • Getting worse with scale: As AI models become larger and more sophisticated, the hallucinations can become more convincing, not less, due to more fluent language generation that masks factual inaccuracy.
    • Persistence of the problem: Researchers acknowledge that while some improvements can reduce hallucination frequency, eliminating them entirely may not be possible due to the nature of generative AI.
    • Real-world implications: These hallucinations pose significant challenges in professional contexts, including legal content creation, where accuracy is non-negotiable.

    We bring this up as a warning. You’re a brand. As a lawyer, you might even have a few brands cooking, including your personal brand and your law firm’s brand. Don’t ruin the years of brand-building you’ve done in days by blindly trusting AI to write your content. 

    SEO 2.0: Generative Engine Optimization (GEO)

    AI has ushered in a new era of search that requires a different kind of content optimization.  Generative Engine Optimization is the evolution of SEO as optimization caters to the algorithms of AI-powered search systems AND traditional search engines.

    Traditional search engines select relevant content by recognizing keywords used in a search query, like a matching game. They are not programmed to understand user intent and cannot provide a personalized search experience. Users are left to pick through a list of search results that are not tailored to individual needs or interests.

    AI-powered search assistants are trained to understand human language. They analyze the language of a search query to determine the user’s intent. User data from previous searches and clicks is collected and used to predict the most relevant outcomes for future searches. The result is an individually tailored response.

    GEO incorporates many of the foundational concepts of SEO, like the importance of relevant, reliable, authoritative content, and builds on them with some refinements that appeal to AI search systems. 

    According to consumer platform Hubspot, what is known now is that AI tools like well-structured and easy-to-read data. Think clear language, short paragraphs, and concise sentences. Authoritative content is also AI-friendly. Think EEAT (experience, expertise, authority, trustworthiness) and include statistics, cite sources, and quote experts. As AI search continues to develop, GEO techniques will no doubt continue to adapt. 

    Even as Search Evolves With AI Mode, Quality Content is Still What It’s All About

    As AI technology continues to influence law firm marketing practices, there is one constant that will not change. The goal of all search systems is to provide users with the best available content. Reliable, authoritative, original content that captures the intent of the user and delivers the most helpful response is what all search systems prioritize. 

    At Blue Seven Content, our human content writers craft law firm website content based on human research, real experiences, distinct perspectives, and an understanding of the unique needs of each client. We respect AI for its strengths, but we believe it’s people who can connect with people. Law firms interested in well-written, appropriately optimized, original, people-first content (and more clients) can contact Blue Seven to learn more. 

    Written By Mari Gaines, JD – Blue Seven Content Legal Writer

    Updated By Rachel Vachon (Legal Content Writer) & Allen Watson (CEO of Blue Seven Content)

    Blue Seven Content Opinions

    Using News Sources in Online Content Amidst Mass Media Mistrust

    Is it stupid to use news sources in your online content? Maybe.

    We’re in our MMM Era, and it’s not as cool as the Eras tour. No, we’re in the  Mass Media Mistrust era.

    Data from the Pew Research Center indicates that media mistrust in the US has reached Congressional levels. Yeah, people hate/distrust the media that much right now.

    1. Should You Include News Agencies as Sources Within Your Website Content?  
    2. Understanding Media Polarization 
    3. Public Mistrust in News Agencies 
    4. The Role of Social Media in Fueling Media Distrust 
    5. The Impact of Media Polarization on Online Content
    6. Best Practices for Using News Sources in Online Content 
    7. Tread the New Media Waters Carefully

    Should You Include News Agencies as Sources Within Your Website Content?  

    Using reputable sources within your website content can help in numerous ways, including establishing credibility and authority of the information on the page. Reputable sources can also help with your overall rankings. 

    But, do news sources count as reputable locations from which to get information? Should you cite new sources on your website?

    We’re living in a time that’s seen public trust in the media rapidly erode. Simply telling someone which news station you watch can start an argument. It goes as far as people judging a gym or bar based on whether they are playing CNN or Fox News. Much like my local Planet Fitness, located in a predominantly conservative state, relocated CNN to an obscure corner of the gym and only then on a single picture-in-picture with four other stations on the same screen. 

    As content writers and content managers, we must carefully approach our strategies when researching and writing pages for our clients, and this includes understanding media polarization. Whether we’re discussing law firm SEO content or content for another type of business or agency, this is an issue that should be addressed. 

    Smartphones with news clips. Mass Media Mistrust Era and News Trust
    No, the Mass Media Mistrust Era isn’t as cool as the Eras Tour.

    Understanding Media Polarization 

    The growing divide in how news is produced, consumed, and perceived along ideological lines isn’t new. In the United States, this phenomenon has deep historical roots but has intensified significantly over the past few decades and certainly skyrocketed since 2016. Now, it seems to be a free-for-all of hate coming from all directions at every outlet. How did we get here?

    Historical Context

    One key turning point was the repeal of the Fairness Doctrine in 1987, which required broadcasters to present contrasting viewpoints on controversial issues. Its elimination allowed for the rise of partisan media outlets, notably talk radio in the 1990s and the emergence of cable networks like Fox News and MSNBC. Everyone loves to point the finger at CNN, usually because they’re the ones who started the 24/7 news mania, but they weren’t the ones to start the partisan divide. 

    Even though CNN arguably opened the floodgates, this more partisan shift in the 90s marked the beginning of a more overtly polarized media field. The shift is evident in Gallup’s chart.

    The rise of the MMM Era can generally get traced back to around 1996. If you were conscious of the news at the time, then you’d probably agree this was certainly a change.

    Globally, media polarization varies. Countries like the UK, with public broadcasters like the BBC, tend to have more centralized and regulated media systems less prone to polarization (though the UK may not be the best example here, seeing as they’re also slightly bonkers right now as well). In contrast, the U.S.’s deregulated and highly commercialized media landscape encourages ideological splits.

    Some Contributing Factors 

    Several elements fuel media polarization, including:

    • The 24-hour news cycle prioritizes sensationalism to capture attention.
    • Financial pressures incentivize catering to niche audiences rather than the general public (firm audience ideologies bring more certainty for advertisers).
    • Social media amplifies extreme viewpoints, further entrenching divides (we’ll talk about social below).

    Public Mistrust in News Agencies 

    We don’t really need data to tell us that public trust in the media is in serious trouble, but what do the numbers show us? Believe it or not, it can be fairly hard to find solid data because, you guessed it, a lot of the same data gets skewed in different ways depending on which outlet you examine. But we’ll try our best.

    Who Do People Trust?

    Trust varies significantly by demographic and political affiliation. According to a 2024 Gallup poll, trust in the media is at an all-time low (again, right down there with the historically unpopular members of Congress), outlets like PBS and The Associated Press rank among the most trusted, while partisan networks like Fox News and MSNBC evoke mixed reactions depending on the audience.

    Why Is Trust Declining?

    Several reasons explain this rapidly growing skepticism in the media, including:

    • Perceived Bias. Many believe news outlets cater to specific political ideologies, prioritizing opinion over objective reporting. Let’s face it. This happens regardless of the political slant.
    • The Role of Misinformation. As misinformation proliferates, distinguishing fact from fiction becomes harder, tarnishing even credible outlets by association. 
    • Digital Echo Chambers. Social media platforms foster environments where we’re exposed predominantly to viewpoints aligning with our own beliefs, deepening distrust of opposing perspectives.

    The Social Media Effect

    Social media is a double-edged sword. While it democratizes access to information, it also enables the rapid spread of misleading or completely false information. Viral misinformation erodes public confidence in both the platforms themselves and traditional media attempting to debunk the myths. 

    Remember the recent Hurricane Helene? That tragic event, which will take some states and communities years to recover from, was a hotbed of misinformation. The misinformation was so widespread and convincing that FEMA workers had to pause their incredibly important inspections due to constant but very real threats. Those threats came from the rapid spread of false information through social media.

    The Role of Social Media in Fueling Media Distrust 

    The rise of social media as a primary news source has dramatically altered how people perceive and engage with news.

    A Shift in News Consumption

    Social media platforms like Facebook, Twitter – “X”, and TikTok are now major players in the news ecosystem. Remember how weird it was when Barack Obama embraced social media back in 2007/2008? Wow, those were the days before we knew the pains social media would bring.

    The immediacy and accessibility of these apps appeal to audiences, but they also lack the editorial oversight of traditional media. As of 2023, over 50% of Americans reported getting news from social media, yet only 29% trust the information they encounter there (hard paywall).

    Let’s not underestimate how quickly the public has shifted. When Donald Trump appeared on The Joe Rogan Experience, it was a big deal. Traditional media outlets were left on the sidelines, only able to discuss the interview. They couldn’t control the narrative in any way, just report on the aftermath.

    Kamala Harris ended up not appearing on the show, likely to her detriment. Joe Rogan’s show has been described, by some, as the Fox News for young people. That’s an already large and continuously growing audience. 

    Guess what? This shift in media consumption is barreling forward. Political pundits on all sides anticipate that this shift to more non-traditional media is not reversible. We have to adjust.

    Algorithmic Polarization (that’s a really cool band name)

    Social media algorithms prioritize content that generates engagement. These algorithms are fueled by AIs that pick and choose your experience based on repeat behaviors, which then creates the echo chamber because it mimics your choice over and over again.

    Unfortunately, this usually means amplifying polarizing or sensational posts, creating echo chambers where users are exposed to viewpoints that reinforce their existing beliefs. All of this fosters distrust in alternative perspectives while dangerously committing users to a perspective that may have false or biased presumptions.  

    Erosion of Trust in Traditional Media

    The constant barrage of competing narratives online diminishes the credibility of traditional outlets. Consumers inundated with conflicting information become skeptical of all sources, perceiving even reputable organizations as part of the problem. If you’re asking, “Are there any reputable news organizations?” then you see the issue.

    The Virality of Misinformation

    Unverified and sensational stories spread rapidly on social media, often outpacing corrections. This undermines trust in legitimate sources and leaves users questioning what’s true. Right now, nowhere is this more prevalent than with the main stories in our headlines (elections and wars).

    The Impact of Media Polarization on Online Content

    So why should this matter to you?

    Media polarization can have implications for businesses and their online content strategies. Content that cites polarized news sources risks alienating segments of your audience. For instance, referencing Fox News may bolster credibility with conservative readers while diminishing it with liberals—and vice versa with outlets like MSNBC.

    Special note: I’m not naive enough to think that business owners and law firm owners don’t have political beliefs. What I do know is that, as a consumer and as someone who knows how to read data, the vast majority of your consumers or clients don’t want to hear about your beliefs. At all. Seriously. Stop doing it. Doing so can, and likely will, alienate a base of potential clients.

    Easy Strategies to Mitigate Risk

    To navigate any potential missteps, we encourage you and your team to:

    • Rely on neutral, fact-based outlets.
    • Include diverse viewpoints (if warranted) to demonstrate balance.
    • Disclose source selection criteria to build transparency. Let audiences know why you’re using certain sources if you sense there could be an issue.

    What About Content for Law Firms?

    Law firms, in particular, must tread carefully when referencing news sources. Credibility is paramount in legal content, as clients seek trustworthy and impartial advice.

    Practical Strategies

    • Use government websites, legal databases, and peer-reviewed journals as primary sources.
    • Avoid citing highly polarized outlets unless necessary (they’re the only ones reporting on an issue)
    • Clearly differentiate between opinion and verified facts. For example, a blog post on a recent Supreme Court ruling should cite the court’s official decision rather than an interpretation from a partisan news outlet.

    Best Practices for Using News Sources in Online Content 

    Whether you’re operating a law firm or another type of business, credibility matters online, and so does avoiding alienating your audience. If you’re looking for some quick overall best practices, we suggest:

    1. Selecting Credible Sources. Prioritize outlets with a history of impartial reporting, like Reuters or AP.
    2. Balancing Viewpoints. Where possible, include perspectives from multiple sides to demonstrate neutrality.
    3. Fact-Checking Rigorously. Use tools like FactCheck.org or Media Bias/Fact Check (full disclosure, this site is clunky) to verify claims.
    4. Disclosing Transparency. Be upfront about why you chose specific sources, especially if they could be perceived as polarizing. Readers appreciate communication.

    A Note on Local News

    It’s not uncommon for law firms or other businesses to use local news stories on their websites. This could include news about a case the business or law firm is involved in, but not always. 

    Local news outlets tend to foster more trust from the general public because they usually (but not always) try to stick with local news and fewer opinion pieces. You’re usually pretty safe using these sources, but we’ve been asked to take down entire blogs based on local news before. Usually, this has to do with local sensitivities we weren’t made aware of, but it happens (i.e., a Stand-Your-Ground case that rocks a local community or a case involving a well-known local).

    Use your discretion when it comes to local news outlets and which stories to use on your website. The media ecosystems for individual states and regions differ. You know your space better than anyone else, including what your local audience trusts. 

    Tread the New Media Waters Carefully

    It’s an MMM world, and we’re just trying to survive. Mass media mistrust means that law firms and business owners must navigate news sources with precision and care. Understanding media polarization and its impact is not just an academic exercise. It is important for maintaining credibility and trust.

    Blue Seven Content understands these issues and we make sure our clients receive content that hits the marks. We actually take time to discuss these types of issues internally so we can stay ahead of the game. 

    Written by Allen Watson – Co-Founder and CEO of Blue Seven Content

    Edited by Victoria Lozano, Esq. – Co-Founder and Executive at Blue Seven Content