171 - Jason Hennessey – You Can’t Control Google’s Algorithm; You Can Master Digital Marketing

Trial Lawyer Nation

When it came time to name his book, Jason Hennessey left nothing to chance. Anyone searching for “law firm SEO” would find his agency, videos, and his book: “Law Firm SEO.” “I'm dominating that keyword, and it's all by design.”

With host Michael Cowen, Jason defines words in the digital marketing dictionary like “SEO” and “LSAs.” He pulls back the curtain on the Google algorithm. And he describes strategies to get the phone to ring. His main advice for lawyers is to take action. As an example, he congratulates Michael for his idea to send videos to potential referrals. “And as a result of that, you are able to post those large checks on social media because you're building these new referral partners. But what if you didn’t take action?”

Michael and Malorie welcome listener questions for a new “Ask Michael and Malorie Anything” feature. To submit a question, email Michael.

Featured Guest

Name: Jason Hennessey

About: Jason is an entrepreneur, internationally recognized SEO expert, speaker, author, podcast host, and business coach. Click here to order his “Law Firm SEO” book for free.

Company: Hennessey Digital

Connect: LinkedIn | Facebook | X | Instagram

Episode Highlights

[03:03] What is SEO? It stands for “Search Engine Optimization,” and it’s not taught in school. Jason began his SEO education while working as a DJ in college.

[05:03] “Law Firm SEO”: Michael wrote this book to empower lawyers so they’re not taken advantage of by a huckster promising to get them on page 1 of Google.

[11:56] The Competition: Google has made it harder for personal injury marketing over the years. While firms could generate leads with advanced SEO strategies, “it’s not as easy anymore,” Jason observes.

[16:39] It’s the Optics: Jason outlines why Google reviews are important: perception, competitive ranking, and keywords.

[19:03] When to Get the Review: Jason argues that a lawyer should seek a client review at the beginning of a case rather than waiting until the case ends.

[20:10] Go Deep or Wide? With a tight marketing budget in a competitive market, a law firm could either limit marketing based on geography or target marketing based on practice area. Jason describes both strategies.

[24:28] ‘To Thine Own Self…” Use stunts to lure social media views if that’s your style. The important thing, Jason says, is to stay true to yourself.

[29:17] The AI Factor: Artificial intelligence allows a marketer to be more efficient, but Google will sniff out content that’s AI-generated and “won’t treat it as favorably” as more unique content, Jason says. And the future could look scary. “I think at some point there could be Michael Cowen and Jason Hennessey on a podcast, and it's not even us talking!”

[33:26] Looking Ahead: Video and influencers are two tools that Jason expects to become more important.

[36:47] Website Strategies: Once a potential PI client lands on your website, you can keep them with strategies like empathetic writing (rather than a sales pitch) and carefully crafted “thank you” pages after a form submission.

[40:12] Chatbots v. Human Beings: Weighing in on the debate, Jason says that it’s all about the script that the chatbot is following.

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In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

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