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Factors of Authentication: AEO Changes Your Content Model

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Just when you had begun to master (too strong?) SEO – here comes  AEO .     Now, the question of the moment becomes: How do I get found  in  generative AI queries ?   (Seriously, stop this ride: I want to get off.)   Content marketing  remains an effective strategy for ranking in search;  and,   it’s  also effective for  appearing  in  generative AI queries .   The  big difference  is that natural intelligence is engaged in traditional search,  whereas  artificial intelligence is engaged in the former .   And ‘the AI’ likes different variations on content than do humans.     That’s  why web content is changing.     AI tools like FAQs.     AI tools like comparisons.     AI tools like instructional content.     (Yeah, real people like these things, too;  but,  AI  loves  them.)     So, as you...
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Administrate Too Late: Your Policies & Procedures Manual May Not Include Any Procedures

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If your law firm has a policies & procedures manual – and,  that’s   probably a  big ‘if’  –   it’s   likely filled  with very much policy &  very little  procedure .   But,  that’s also kind of  the  lawyer vibe .   (Of course, if you  don’t  have a  policies & procedures manual, get one together.)     Now, for the procedures part – if  you’re  not instructing people on your team  how   to  manage the administration of the business, and  how to   utilize  the tools  you’ve  provided them . . . well, the business will be running a whole lot less smoothly .   (This is the same reason you build workflows into your software, BTW.)   If you need some places to start, the s e are some of the items you can build out in  the procedures section of your  policies &  procedures manual:    ...
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Status Report: Vanity Metrics Need to Be Combined with Conversion Metrics

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Lots of people describe ‘vanity metrics’ (how many people view & like your social posts, how many people visit your website, etc.) as pointless, or useless –  but,   that’s  a little strong .   While  it’s  difficult ( probably impossible ) to track how many direct clients that all  leads  to, it  does  mean  that   you’re  building your brand.   And,  I don’t know about you –  but,  I think branding is pretty important.  There are still commercials I remember from the 1980s.   Now, while vanity metrics  are  valuable, conversion metrics are certainly more important .   But,  that’s  kind of the  next stage .   How many people affected by your branding reach out  to you , to become clients ?   How quickly and how often do they convert ?   If  you’re  running paid ads,  you’ll  want to know h...
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