This episode is supported by Cleo, the leading practice management software for solo small and mid-sized law firms. Visit cleo.com/lunch to see why 150,000 legal professionals use Cleo to manage and grow their firm. Hey G.I.M. Super disappointed. We're not going to be doing Bedlam together. This will be the first time we've done Bedlam without you. You fired everybody. You kicked everybody out of Bedlam. But the invite remained open for you. Well, that was very generous of you. Why don't you tell everybody what Bedlam is? Fair enough. So this is like six or seven years ago, G.I. think. We put on a conference with a bunch of competitors. It was you and me and a bunch of other people, some of whom we are still really good friends with. And we did our own kind of conference. We did it virtually once. We've done it a bunch in person and this latest round. Sadly, we're not going to have that. I would have loved to have you come along. Your objection was that we were making this really a client-centric conference, right? Yeah. I love the original Bedlam. I loved competitor agencies coming together. Drove us to put on our best stuff. And I think not anything bad about it. I mean, this time you're giving away a car, right? We will be giving away a matchbox car. A matchbox. Sorry. But you are doing car something, right? Yeah, we're doing it the Miami Speedway. You know, I'm a big fan of exotic cars. So we're doing it the Miami Speedway and we're going to our breaks are going to include driving Lamborghinis and Ferrars and stuff like that. So I don't want to sound this too pitchy. It's really a client conference for us. We do have a couple non-clients coming, but it is really focused around having fun and learning more about how we approach business and benchmarks across our client list. So I'm looking for can people still sign up and people register to go? You can register if you would feel like you would be a great fit for us and we feel like you would be a great fit for us. And you would like to get to know what it's like to work with us. That's a good example. But I'm not going to give you like a 90% sold out, get your tickets now kind of thing. That's not what this is all about. It's more about working with us and seeing if it works. But time is running out, at least on this segment of our show. On this segment, we've gone too long on the banter. What else we got? All right, as usual, we're going to talk about the news. And then we're going to do a deep dive on local Falcon, a great tool that you and I use on the regular. We're going to go into like how we use local Falcon, what all the things in local Falcon mean. And then after the break, we're going to use local Falcon, how we use local Falcon to think about strategically and mathematically understanding your, what I call the centipede strategy, which is really about office expansion or contraction. And that is adding or subtracting offices from your marketing mix. Lockwood, let's do it. Welcome to lunch hour legal marketing, teaching you how to promote market and make fat stacks for your legal practice. Here on Legal Talk Network. All right, everyone, welcome to lunch hour legal marketing. As we always do, we are going to start off with the news. [MUSIC] Hey, Guy, we talked about this on the last segment, major Google algorithm update. In process, it was a long Google Algo update. It is now done. And the SEO nerds who track all sorts of things tell me that I should think that this is a big Algo update. Would you like to do your public service reminder about not panicking? Yeah, I don't, I don't do the big Algo update stick, so I don't really care. Although I will say this, one interesting thing that came out of this from a news standpoint is that Google's John Mueller did confirm that AIOs, the AI overviews, would be impacted by core updates. All right, moving to the theme of businesses that don't matter anymore. Yelp jumped on the Google is a monopoly bandwagon and filed the lawsuit antitrust lawsuit against Google last week, alleging that Google uses its monopoly to dominate local search and advertising markets and specifically to promote its own reviews. Well, that's not fair to Yelp. Yelp started this bandwagon, right? Yelp's been complaining about Google showing local packs and Google business profiles and Google local or whatever it was called back when they were first arguing about this. Giving Google map products priority listings in the organic results. And so in light of the recent antitrust ruling, I think it's natural that Yelp's like, Hey, yeah, that's right. We've been arguing about this for a long time. So now that we've got some, I've got some ammo to come to court with in terms of this latest ruling. If you didn't see this coming, you haven't been paying attention. Yeah, it's going to be interesting. I mean, one of Google's arguments at least, which is really creative, in my opinion, is that the Google business profiles is core search different from other services. So they're basically going to try to distinguish like, Hey, this, we're not actually driving a higher visibility for a Google service. I don't know how they're going to make that distinction, but I can't wait to see. Well, the lawyers in California are going to do well this year. All right. And finally, Guy, I knew we wouldn't be able to get through an episode without talking about AIO and tracking. What's going on in the news with AIO tracking. So August 15th, we start seeing these AIO overviews and search results for logged out users. And so then the rank tracking tools, like had to figure out how are we going to actually going to track these AIOs differently. There's nothing in search console that helps you know that. And so you're left with kind of trying to trigger these results. But once you get a picture from the rank tracking tool, like some Russia's doing it zip tie search analytics has got there's a bunch of them. I see rankings got it now. So they're in this, you know, arms race to get these AIOs, but it gives you a much different picture. Like if you're trying to future proof. I don't know how you cannot be on this. AIO stuff because it's showing up for so many different queries that people aren't even thinking about. So my opinion next year, two years, you're going to be throwing all of your SEO knowledge almost out the window. Not all of it because it's all still based on the same fundamentals, but it's going to be a different ball game, especially in even in local. A different ball game, different reporting, really importantly, really different reporting. And if you are tracking your channels as you should be, you should start to be seeing that as terrible English. You probably have started to see chat GPT, et cetera, showing up as a source. We're definitely seeing that coming in for some of our clients. So understanding how AI, AIO is actually feeding into your reporting infrastructure becomes really, really important because, as he said, all the SEOs are going to be learning a new dance over the next 12 to 18 months. Let's take a break. Hey, one of our favorite sources for all things legal is Clio's legal trends report for solo and small law firms. One of the data points that they cite is that the solo firms using online payments get paid two times faster than those accepting only checks. And in fact, the data shows that you can shorten your collection cycle by at least 35% just by using online payments. So check out the report. It goes deep into trends and strategies to grow your practice, improve client satisfaction, and streamline your operations. Download Clio's 2024 legal trends report for solo and small law firms today at Clio.com/trends and start transforming your practice. Again, that's Clio.com/trends. Hey, lunch hour listeners, do you know where your best leads come from? And when they come in, are you confidently converting each one into a client? CallRail makes this easy with call tracking and analytics that show law firms which marketing drives their best leads so they can optimize campaigns and maximize ROI. Thanks to CallRail's detailed call data, lawyers never miss a prospective client or an opportunity to grow their practice efficiently. CallRail can help you transform your lead process so you can focus on your practice. Go to callrail.com/lunchhournow and try it for free. So one thing that came up in our last episode when Conrad and I were doing the kind of assessment of a law firm website, you can check that out. We'll put a link in the show notes, is understanding how your firm shows up in local search. And today we wanted to dive into one of the tools that we use, we mentioned it in the last episode too, we wanted to take a little bit deeper dive. But Conrad, what are some of the major issues you see with respect to law firms, their agencies in reporting and local search? I love when Gee sets me up with the, this isn't even slow pitch baseball, this is like tee ball. So we see this all the time and you hear this all the time. And it is agencies or cold calls talking about how we can get you to rank number one. Rank number one, the Google local pack guaranteed. And what they really mean by that is that if I am standing in your lobby, I will make sure that you rank number one for, it might even be your own business name. That can be as bad as you can get. But it's more typically like I'm looking for divorce lawyer Atlanta and I'm in divorce law firm Atlanta in their lobby and I'm doing a query and I'm ranking number one. Proximity is so very, very important for local search that you could choose to be able to rank number one from almost any office. Now, interestingly, this doesn't always happen and I have certainly, and Gee, I'm sure you've seen this as well, it doesn't necessarily mean that just because you have an office, you're going to rank number one in that office. So even getting to ranking number one in that office, if you're not doing things correctly, we looked at a prospect just the other day who has an office and they were ranking number 20 from their own office. So these problems can happen, but it's pretty easy to fix these problems. We actually fixed that during the pitch, we got in real time and figured out why they were doing so poorly and ranking and it's an easy fix. Was it miscategorization by chance? No, it wasn't. Interestingly, we were trying to figure it out and they're like, oh, well, we just, our office used to be just across the street. And they hadn't updated their address, right? And so Google didn't know what it was. And so they couldn't understand because it was such a small geographic move, why it was a problem and the problem gets into the foundations of how local search works. But it's very easy for agencies to get you to rank number one from their office. And so they often make that promise. What they don't take into account, Gee, and where we're going with this, is that if you move 400 yards away from your office, you may disappear off the digital map entirely. And so the tool that we like to use when looking at proximity related queries, which is local search, is local Falcon. So we thought, and in fact, one of our dear LinkedIn audience members requested that we do a review of this site. And so we're not going to do a review of this site, but we thought, hey, let's do a review of their local pack visibility. So this is a scan report for the query divorce lawyer. And I apologize if I'm mispronouncing the name, but Hemmet Law Group in Seattle. It's a family law firm. And a couple of things about local Falcon that I think are cool and kind of you can feel free to interrupt and chime in at any time. But one, you get to set a grid size. So how big of an area, how big of a mile radius do you want to look at from the businesses location? And then it drops these little pins within that radius and you can pick how many different data points you want. But so in this case, I did a 20 by 21 grid with a five mile radius. Now, a couple of things about local Falcon one for all of the local Falcon product people that are listening. I wish they would make it easier to turn pins off because, you know, Seattle, there's a lot of water around Seattle. I don't care how I'm ranking in the water. So folks that are looking at this on YouTube, I've adjusted it so that there's, you know, these chunks cut out for where the water is. But ultimately, what we're looking at here is a map grid of Hemmet Law Group's visibility, its rankings in the local pack for the term divorce lawyer. And, you know, it's extremely valuable to see, like, you know, they're actually doing pretty good. And in fact, the three, there's three local Falcon metrics that we tend to look at Conrad, you want to talk about those. So there's ARP, ATARP, and Solve. Okay. And so ARP is basically the average ranking position, which is fairly easy to understand what it means. But ATARP, ATRP basically is the average total rank position, which takes into account all those positions in which your firm doesn't rank at all. It doesn't show up at all, right? And so that is always worse than your average ranking position, because if you are showing up, there's actually a data point. And by the way, these metrics are really helpful to look at over time. In a vacuum looking at it at today, it doesn't matter. But this is a really good way. Overall, if you want to have a KPI for your local performance, this is a really good one. The next one is Search of Local Voice, which is the percentage of time that you're showing up in the top three. And the reason that Search of Local Voice is so relevant is because if you're not showing up in the top three, you're not showing up, right? And so I like Search of Local Voice personally as something to look at, as something to track over time. The key here, and this is super tactical roll up your sleeves on this, is you need to make sure that you're using the same grid parameters when you are looking at these improvements over time, which is blindingly obvious and yet frequently done poorly or done by a different agency. They'll come in and they'll show you how poorly you're doing on one of these metrics, and then they'll take that 20-mile radius and they'll drop it down to two miles and tell you how they've made these massive improvements, which is disgusting. Yep, the other report that you can look at is a competitor report. The competitor report's really cool because now you can actually see, and I have it sorted by a share of local voice, which Conrad mentioned, you can look at these grids across competition and see who your actual local pack competitors are, which are often, you know, when we talk to firms, they'll say, "Oh, you know, the biggest player in town is so-and-so, or my biggest competitor is a billboard lawyer, a TV lawyer." And it's a totally different set of competitors in regular traditional search, and then another set of competitors when you get into the local pack. And so I think this is a great tool for looking, doing competitive analysis. And another thing that I really like about it, and I'm going to click on this Compare Locations button, but you can basically take, like, "Hey, you can take the firm you did the report for and compare it to one of your competitors." And you'll get a side-by-side breakdown with all the data that local Falcon has, so you can see things like the review comparison, it shows URLs, phone numbers, the coordinates, it shows all of the local Falcon metrics. And so that gives you a really good, like, "Hey, what's this firm doing that I might not be doing? They're using categories that I'm not using, you know, my reviews competitive, so I really like it for that purpose." What else do you like to do with local Falcon Conrad? So when I'm looking at, and we're going to get into figuring out how to open up and where to open up another office, and if to open up another office after the break, but one of the things that I like to do is when you're looking at a specific building, right? This is an address, I'm looking at moving into Northern Cleveland and we've got these four different offices that we're thinking about doing. Just because it's not a law firm doesn't mean you can't use that address. So find the business that currently is or was in that office. Let's say it's Mary's, you know, florist, and you can do a query for Mary's florist, but look for car accident lawyer, right? And you're really asking local Falcon to show whether or not Mary's florist works for car accident lawyer, but what you really get out of that data is from that location of her current of Mary's florist office, what does a competitive set look like, right? And so it's a way to evaluate individual offices using local Falcon data. And I think people get tripped up because it's like, oh, well, there's not a law firm in there. There's not a, I don't know, there's not a competitor there for me to look at. What you really want to isolate down is an individual building and how that performs for the queries for what you want to be found. And that I've found to be extremely helpful as a workaround because this is really centered. The orientation around this is how are you performing relative to competitors? Well, if there's no one in that office, is that a good office or not, this is a good way to do that. It's simplistic, but it works. Another thing to be mindful of when you're using local Falcon is firms that, and I think Conrad might have some more insight on this when he does his assessment in terms of like, do you need another office location. If you're just looking at the scan report or a competitor report, it might not be obvious to you that the same firm has multiple locations. And so really what you need to do for that is create one of these locations reports so that you've got, you're representing all of the different firms and even for your own intelligence on your own visibility. If you have multiple office locations in a competitive environment, different locations are going to rank and so to see them all on a map, you might look at one of these maps and say, well, it's weird. Why am I only ranking in the upper left hand corner? Or why am I only ranking in the southeast corner? It might be because you have another location that's outranking you somewhere else. And so you really want to make sure that you're taking that consideration both for your own firm as well as competitive reports or else you're going to make a false assumption about the visibility. Before we hit the break, I want to make one more kind of 101 concept around local Falcon. This is based around proximity and proximity is very different by geography. Downtown Chicago proximity from a pure, what does proximity mean in terms of distance? Downtown Chicago looks very different than Los Angeles, for example, or somewhere that's much more rural. So the proximity is heavily defined by the competitive set and how concentrated the competitive set is. So you need to think about what your geography looks like and how close are competitors? If there's 27 competitors clustered around a downtown, the proximity is going to be much more narrow and shorter than if you were in a very large spread out city, for example, like Atlanta. And I think you need to think about that when you are looking to set your grid size. Don't set your grid size. Let me put it this differently. Don't set your grid size to cover all of Seattle or all of Atlanta, right? Atlanta is actually a great example because it is such a spread out distributed city. The Google proximity flag is going to decrease on different radiuses and you need to start to understand what that looks like for your individual market. If that makes sense. We're going to take a break. When we come back, we're going to answer a question from our last website, TareDown, and then move into a discussion about the centipede strategy, how to expand or contract your geographic reach through new offices. Join us on a journey through time as we examine 10 of the most famous trials in history in our new podcast mini series In Dispute. We'll look at the Salem Witch Trials, the Boston Massacre Trials, the infamous 1919 Chicago Black Sox Trial, and many others. We will bring to life these courtroom battles through the reenactment of actual courtroom testimony. So join me, Craig Williams, your narrator, as we look at 10 famous cases that turned out quite differently than most people predicted at the time. Follow In Dispute from Legal Talk Network on your favorite podcasting app. Let me guess, you're either drowning in paperwork or juggling too many tasks at once, and that's where I come in. I have nearly 30 years of experience as a practicing attorney, and I am inviting the most brilliant people I know on my podcast to help you accomplish everything from mastering time management to attracting clients with an impressive marketing campaign. So if you want to take your law firm to the next level, search "Unbillable Hour" on your favorite podcast app and start listening today. Alright, everyone, question coming in from our listener, John Cumberworth. And he throws a plot it in here, so I can't help but read that as well. Conrad and Guy, great episode and curious about one thing you mentioned. The number of index pages on that site was large, and you all said, I like the y'all, by the way, said it was likely unhelpful or useless content. If they're early on in the game, how should a firm plan to create and share content regularly, but avoid the mistake of creating for creation's sake? Also, should they be adding sub pages or editing and updating existing ones rather than doing more blog posts, more blog posts, Guy? Thanks again for what y'all are putting out on this podcast. So, Guy, how do you strategically and mathematically determine what you should do with your content strategy? Well, he's asking a very specific question. He's asking about your brand new. He's like, you guys showed me a site that had a bunch of pages that were helpless and not very helpful. What do you tell a firm that's just getting started? So, my view of the starting place for brand new is to outline your practice. That's what I would say. So, the practice areas, you know, just like you might outline from law school, start there and outline the topics and the subtopics and get things organized. Before you write the first thing. The problem is that if you're brand new, if you're starting yourself, there's two kind of big things you're going to do. You're going to create practice area pages and then you're going to start writing blog posts. And the issue is that that's how this happens, right? Because you wake up and you're like, "Oh, I need to write a blog post." Or, you know, if you're working with someone that's helping you, you're measuring input in terms of page numbers. And you got to get out of that mindset. You got to switch, you got to flip it on its head and say, "Hey, what can we actually write about that people might be asking about?" Like, if I was going to describe our firm, what we do, how we do it to somebody, how would I organize that information? And that's where I would start. So I've got, I'm going to build off of Gee's answer. The nuance here, and I think this is really important, especially if you're new and starting out, you need to consider the competitive environment. It may take a long time for you to rank and build traffic and generate business through organic traffic. Or not, right? Depending on your competitive set. And I think one of the big failings that happens is agencies like to deliver up and to the right. We talk about this all the time. And one of the things that we see tactically done incorrectly by many agencies is they want to show you up and to the right. And so they deliver up and to the right on page count. And they may even be able to deliver up and to the right on traffic by adding more and more content, right? But that doesn't necessarily make the phone ring. And I think if you are spending a lot of time on content and you're just starting out, you're probably pulling the wrong tactical lever for the wrong reason. Your efforts should be put into getting what you do have to rank as opposed to putting more blather out there that is not going to turn into business anyway. And so I think that is a really important distinction to note because agency, we like to make ourselves look good, right? And we often tell you, and I'm saying the bigger we, not the Gee and Conrad we, that the first step is getting a whole bunch of traffic. Well, if it's traffic that's never going to call you, it doesn't really matter. And so I would think about those things and I would be looking when you are adding content as talking about traffic. We've talked about the useless content ratio on occasion. If you're writing about your content and no one ever reads it, you are absolutely wasting your time and money generating more of that content, right? So that's another good way to quickly assess that. If you want to hear more of this, we're tossing around the idea of doing more website and web presence teardowns. If you like that idea, hit us up on LinkedIn and let us know if you've got a website you'd like us to look at or a competitor that you'd like us to look at. Really anything's fair game from a digital standpoint, so I'd love to hear from it. I hope to get some more teardowns. Okay, and now we want to take a closer look at how to use local Falcon to see if you should open a new office or if it's going to be unlikely that some of your existing offices, whether or not they're worth investing in local SEO resources. Conrad, let's talk about how you use local Falcon to make a decision about how to open a new office. Okay, so this is beautiful. It's strategic and it's analytical. And I think too few firms are thinking about their expansion in this fashion. We really advocate what I refer to as the centipede strategy, which is biting off one piece at a time and growing incrementally. So we're going to do this office and then that's going to win and then we're going to the next office and that's going to win. A lot of firms have gotten into this. Oh, we need more offices because that's actually how Google is the proximity thing is so important, local is so valuable, proximity is the thing where I'm going to open eight offices or 12 offices. And I've definitely talked to a lot of firms like that. What typically happens when you do that is you are trying to boil the ocean. Your reviews, your assets get scattered ineffectively across multiple different places and you win nothing except for searches from within your lobby. Maybe, right? So you can look at local Falcon to determine and it's really clear. Throw your office in there. Look at the competitive set. Look at where you're ranking and also look at your inbound traffic from local, right? And ideally, if these are, again, localized offices, you've got things like inbound leads, et cetera. If you have a whole bunch of offices and nothing, there's nothing happening. It's not generating traffic. They're not generating phone calls. And when you run a local Falcon skin, it's clear that you might be green from your lobby. But as soon as you move 400 meters outside of your lobby, you're off the map. It's probably because the assets that you have aren't enough to get Google to have you showing up. And by assets, we've talked about backlinks before, we've talked about review count. Those are really, really important things to determine whether or not you should add an office. On the other end of that extreme key, you often have that law firm that's been at, you know, 12 Main Street for the last 25 years. They've gotten really big on local. They've got a ton of reviews. They've been around for a long time, so their backlink profile is strong. Getting an incremental review for that firm that has a single location is going to do nothing. It's not going to extend the radius by which you rank from local when you run that local Falcon skin. That's not moving all that much because frankly, you're trying to push the edges so far out. And as you get further away from an office, you have to push those edges even further, right? And so that is a firm where it's like, listen, you're wasting the assets. The reviews that you're generating aren't generating more business for you because they're not improving your local Falcon rating, which is, again, this is another reason to have these benchmarks. You can see if you can see movement or you can see the kind of cessation of movement, right, as you continue to get reviews. Now it says to me that this is a great time for you to open the next office. And that's kind of the bigger framework of how to think about, do I have too many or do I have too few from an office perspective? And then what I like to do is look at different locations, look at different cities, where the different suburbs that you could move into. And what you're really looking for, Guy, is a beautiful Venn diagram overlap of low competition as local Falcon tells you, and this can be reviews. You can then double this up with things like backlink profiles, low competition, high population. That's the Venn diagram that you're looking to open in because that's the lowest hanging fruit that you can find. That's the thing that I think is the real takeaway here is layering in other data sources with the competitive local Falcon position. So as Conrad mentioned, just to kind of spell it out here, he said a lot of great stuff in there. The first thing is that you want to compare your local Falcon report with population centers, right? Ranking number one in a highly dense population grid has a different value than ranking in the middle of nowhere, where there's nobody around to do the searches. Well, you did this really well with your initial screen share. You showed how you've taken the data out of lakes and rivers, right? And oceans. So like ranking number one in ocean, Merry Christmas, it'll make your search look pretty good, except there's literally no one there. Right. That's my thing about it is that yes, don't include oceans. But even seeing how agencies will send these grids out and they'll be like, you're number one and you're like, not even take the water away because that's really bad. But they'll say, look, on this grid, you're number one for everywhere. And it's like, well, that's fine. Nobody lives there. You know, I'm a divorce lawyer. That's all industrial campus. You know, there's no resident now. Could people be searching at work? Sure. But you know, it's the desert, right? Or it's the mountains, right? There's no, that's not valuable. The other thing you said that I think is really, really important, the value of links in the local pack. But to your point, if you've got a competitor who's got 5,000 reviews and 2,000 linking route domains, and you've got 100 reviews and you're 100 linking route domains, like, I wouldn't try to go full bore into that location. I'd want to see, like, what Conrad said, I want to see a part where, like, there's that high demographic data. It's a population center. And ideally, you can even start layering some audience things like maybe, you know, because again, in the divorce context, people talk about this all the time. Like, I want to be showing up in these affluent communities because they're high net worth individuals for maximizing the audience value, the lifetime value of a client, all that kind of stuff. Anyway, that's a really important thing to look at is because we talk about how not all the queries are created equally. Well, not all locations are created equally either. And I think what we just talked about there is really a valuable way to look at your local Falcon data across different dimensions of competitive data. So, you can do visualization with this. There's so much data. We always know there's so much data and the visualization that I like to do is you can do a map, right, and you can overlay population centers. Like, that's not a, that data set exists out there. And then you can overlay on top of that map, the geographic location of the offices, of the competitors' offices, right? So, now I've got a pinpoint on an address. And then you can draw a circle around that pinpoint based on, we do this with a number of reviews. And that number of reviews, you can use to define the diameter of the circle. So, it's not just the pinpoint. It's actually a circle. And then what you see when you do that is you have all these intersecting circles overlaid on top of a population density. And then you're like, aha! Like, this spot doesn't have a circle near it. And that's where I should open up. And it's not that hard. This is, by the way, this is not a local Falcon report. This is taking data out of local Falcon. It's a little bit painstaking, but you can use, we specifically use Sigma for this. But it's a really good way to build a map for where should we place a next office. But I think, and I want to hit this again, don't do that until you've seen the growth from your current office max out, right? Like, if you're still building really well in your current office, when you open a second office and you're struggling to stay in the top three, you're now splitting a really important asset, which is your reviews across two offices. And that can sink your ship. You need to make sure that you can maintain your position and your success. And you've kind of maxed that out. Maybe not max it out, but like, the incremental value of more reviews is going to be minimal compared to what you can get by opening the next office. And I do think this needs to be sequential. It's one after another after another. It's not, let's open seven offices next year and hope that this is a rising tide that lifts all boats, because that's not how it works. A couple other highlights for local Falcon here. One, they do have a looker studio connector. So if you're one of the marketers or tech people who are listening to the show, that's a convenient way to get data out of local Falcon and being able to visualize it across other data sources. They also do Apple Maps scanning so we really focus on Google. I wouldn't count out Apple Maps. And I think as Conrad mentioned the trend reports, I think that's really where the value comes in because all the stuff we're talking about in a snapshot. You can view over time. And again, you're looking because, you know, people that are listening to this and you're like, Oh, well, you know, I'm not getting the same result when I do it. And when I search on my phone, we recognize our limitations of the tools. You'll have to go research, you know, what some limitations are, but directionally over time. There's no doubt that when you see you're showing up in local packs in these areas and the scans are surfacing that that your phone rings more and you're getting your business and your search console. You can cross reference against search console data. That's another thing to validate against. You can, you can think of your Google business profile URLs for impressions and average positions and search console and validate that against that. So pricing-wise, it's only a nickel per pin drop. So that's why I like it for this idea of this quick and dirty, quick and dirty tool. Quick and dirty. You know, it's like a nickel per pin drop. So if you're like, Hey, look, I'm going to do it yourself. And I'm really not going to track, you know, big sections. But I would like to see if direction and like what I'm doing is actually helping me. You can do, you know, a bunch of pin drops and run it periodically for, you know, a couple bucks a month. A very affordable way to do this. So at the risk of, we talk about price and at the risk of pitching local Falcon, who is not a sponsor of this show, but maybe they should be. Gee, I'm imagining that you do this all the time. This is a regular part of your every day for all of your clients, every prospect. This is a must have tool, correct? Well, no, because not all of my clients pay me for running, you know, nationwide grids every day. But yeah, I think it's a very valuable tool. There are some situations where, you know, there's another tool that might be, I'll give, we'll give bright local a shout out. They're a good local tool. If you want some other competitors to look at places, scout, some of our clients are in places, scout. But, you know, again, for me, it's like, it's just a tool. It's like, this is the tool that I use when I want kind of quick grid. I want to do quick competitive analysis. But I'm very much like validated across different data points. All right. They also have an AI analysis component. We didn't even talk about this, but the AI, the built-in AI will try to tell you what it thinks is the reasons that certain competitors are outranking. That's an interesting feature as well. Anything else about local Falcon? I'm trying to get you to pick the wrap-up up because I always bungal it. We always have to re-record. When we end segment B with great insight from G. I sit here with trepidation because those of you who have listened to the pod will know that we always close well. What you don't know is that every time I try and close, it sounds like crap and we have to re-record it. And it's such a tradition now that we do this that I wait for you to do. And so hence the awkward pause in between. But we are so grateful that you all joined us for this episode of Lunch Hour Legal Marketing. If you just landed on this and have no clue what we're all about, check us out on YouTube and Spotify and Apple podcasts and subscribe and find us on social media. We've been very active, especially the Lunch Hour Legal Marketing page on LinkedIn. If you've got sites you'd like us to take a look at, you've got questions or topics you'd like covered, please do let us know there. Until next time, Conrad and Ghee sang farewell from Lunch Hour Legal Marketing. Thank you for listening to Lunch Hour Legal Marketing. If you'd like more information about what you heard today, please visit LegalTalkNetwork.com, subscribe via Apple podcasts and RSS. Follow LegalTalk Network on Twitter, Facebook, LinkedIn and Instagram. That was supposed to be a fancy segue for you to pick up and me to stop talking. No, okay. So... Then pick up on that subtletation. I did this! I was kind of... I was doing it subtly like... Sorry. And I tried to end it with like a, like this is Sheena Wild reporting from Dallas. Sheena Wild. Okay, here we go. The stars at night aren't the only things that are big and bright, deep in the heart of Texas, with more than 100,000 actively practicing attorneys in the Lone Star State. We've got a whole bar of stars who know the ins and outs of Texas law. On the State Bar of Texas podcast, we talk about things like SpaceX, Mass Incarceration, the Texas Data Privacy and Security Act and other discussions germane to the practice of law. Follow the State Bar of Texas podcast wherever you get your podcasts and start listening today. (upbeat music)
