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Website Organization Best Practices For Law Firms

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Website Organization Best Practices For Law Firms

Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.

Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.

Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.

Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.

Google’s John Mueller emphasized that internal linking is important.

Mueller said:

“…internal linking is super critical for SEO.

…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”

Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.

“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”

This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.

Website Architecture: Page Organization And Links

Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.

The Importance Of Website Architecture To SEO

You already know that SEO content and your website structure should be constructed for people over search engines.

However, it just so happens that what is good for users is also good for Google.

So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.

A well-organized website will be easy for users to get around.

From the homepage, they will be able to access a host of other resources that are located just a few clicks away.

And that point is important.

You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.

Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).

Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.

If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.

So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.

Aspects Of Effective Law Firm Website Architectures

It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.

Main Navigation

Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.

You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.

Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.

Law firms are known as service-based organizations.

Instead of hundreds of product pages with little descriptions, your website should ideally feature:

  • A homepage.
  • As many main service pages as necessary to describe what your firm does.
  • An informational content section.
  • A contact page.
  • An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.

Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?

URL Naming Conventions And Structure

I have reviewed the importance of getting your main navigation and internal links correct.

Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.

It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.

The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.

Your URLs should reveal what will be found on that page.

Keep it simple.

Look at these examples:

For a blog post, make the URL a simpler version of the actual title.

So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:

While you’re at it, be sure to add canonical tags to your URLs on the back end.

That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.

Information Architecture: Content Organization

Create A Descriptive And Helpful Homepage

The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.

How is this accomplished?

Focusing on what will help users the most is the best approach to creating the best home page.

There are four communication goals:

  1. Communicate what the general topic of the law practice is (i.e. of the entire site)
  2. Describe what the top major topics of the business are
  3. Make it easy to reach all the major specific sections of the website
  4. Use keywords that users would use

General Topic of the Law Practice

Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.

So the first goal of the homepage is to communicate what vertical market the law firm serves.

In the legal profession, typical verticals can be:

  • Bankruptcy law.
  • Corporate law.
  • Criminal defense.
  • Estate planning.
  • Family law.
  • Etc.

A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.

So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.

Family Law Attorneys - Springfield MA - Example Law Firm

The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.

Describe Major Topics of the Business

The second goal is to describe the different areas that the business serves, for example:

For example, suppose the website is about personal injury in City A.

But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.

Examples of Specialties Within the Personal Injury Vertical

  • Motorcycle injury.
  • Medical malpractice.
  • Car accidents.
  • Brain injury, etc.

Link to Major Sections of Site From Homepage

Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.

This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.

Keywords

Top takeaways about keywords and the homepage:

  • Always use the words that your potential clients tend to use.
  • Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
  • Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
  • If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.

More reading on keyword research:

Client Reviews

Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.

You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.

Those reviews will help to generate trust among new visitors to your site.

Homepage Internal Links

Related to the main navigation is the internal linking you do in your homepage content.

You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.

That internal link structure is vital. Everyone knows homepages are important; Google does, too.

The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.

Color Scheme

Colors matter on a website.

The use of colors can affect the choices that site visitors make.

  • Visually contrasting colors are best for call-to-action elements.
  • Blue conveys trustworthiness and authority.
  • Always check if the color choice has sufficient contrast for color-blind site visitors.

Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.

Create Above-The-Fold Content

Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.

Above the fold is a way of saying in the main block of visible content.

With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.

Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.

Reward their effort in visiting your site by making it clear that you are there for them.

Do this by presenting your most important content in the first block of content that is visible to site visitors.

Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.

Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.

Sticky content is a good idea, as well.

Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.

Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.

Essential information presented above the fold is necessary for well-made website architecture.

Final Thoughts

A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.

The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.

That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.

Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.

More Resources:


Featured Image: fizkes/Shutterstock



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12 SEO Meetups You Should Have On Your Radar

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12 SEO Meetups You Should Have On Your Radar

Want to meet other people interested in SEO offline? Give an SEO meetup a go.

In my experience, it’s one of the best ways to meet like-minded people and provides a more relaxed, informal setting than a bustling SEO conference. Who knows—you could make new friends at a meetup or even land new SEO clients.

But with so many events worldwide, it’s impossible to mention them all. So, here are some of the most talked-about SEO meet-ups I think you should have on your radar.

Okay—so I may be a little biased, but I wanted to start by sharing our Ahrefs’ SEO Events. We’ve run five Beer and Snacks Meetups in Singapore. We’ve also hosted an SEO Workshop and Networking meetup the day before BrightonSEO, and we just launched our London Meetup.

Tickets to the London Meetup sold out in a day and a half—it was our fastest-selling ticketed event ever.

Tim Soulo, Joshua Hardwick, and Ryan Law will speak at our inaugural event, covering topics such as improving your rankings, competitor research, and content marketing. To stay informed about our next event, follow our events page.

Sidenote.

Missed our meetups but still want to catch up with the Ahrefs team and a host of world-class speakers? Get Ahrefs Evolve tickets ✨

London SEO XL MeetupLondon SEO XL Meetup

The LondonSEO Meetup hosts an evening of networking with industry peers and leading experts featuring SEO speakers like Itamar Blauer, Steph Hugman, Reina Hanada, and many more.

The bigger XL event has even hosted prolific search engine news chronicler Barry Schwartz in 2023.

Search London Meetup PhotoSearch London Meetup Photo

With over 2,800 members, Search London is a popular meetup that has been around for over a decade.

Events are organized every 8-12 weeks, and members are from a mixture of agency, client-side, and start-up businesses.

The meet-up is open to anyone in SEO, PPC, or social media—and offers marketing professionals and first-time speakers a safe, supportive space to share their industry knowledge and experiences.

Search 'n Stuff Meetup PhotoSearch 'n Stuff Meetup Photo

Search ‘n Stuff meetups are an energetic and all-embracing community tailored to empower digital marketers, startups, in-house teams, and professionals. Expect sharings centered on strategies, campaigns, and other relevant SEO topics.

Neurodivergents In SEO Meetup PhotoNeurodivergents In SEO Meetup Photo

Neurodivergents in SEO provide a safe space for neurodivergent SEOs to network and learn.

The group holds in-person meetups at BrightonSEO, both in the UK and the US, and monthly pub quizzes with great prizes.

If you’re an SEO or marketer and identify as neurodivergent, you’re more than welcome to join the community. You can do so by signing up here.

Search Norwich PhotoSearch Norwich Photo

Search Norwich launched in 2018 as a free marketing meetup event. It often features top industry speakers who share their knowledge, tips, and advice with the search marketing community. At Search Norwich there are no sales agendas, fluff, or pitches—just valuable insights.

SEOFOMO Meetup PhotoSEOFOMO Meetup Photo

The SEOFOMO meetups are run by SEO superstar Aleyda Solis, who is a well-known SEO speaker and founder of SEO consultancy Orainti. She’ll also be the headline speaker for our first Ahrefs Evolve Conference.

SEOFOMO is a laid-back, free event perfect for learning, connecting, and sharing with other SEOs.

SEO Mastermind PhotoSEO Mastermind Photo

SEO Mastermind is a supportive, free, and friendly SEO community where you can grow your skills, meet like-minded people, and get answers to all your organic marketing questions.

SEO Mastermind meets around eight times a year, mainly in the Netherlands and Belgium—but they also occasionally have meetups in other locations, for instance, at Brighton SEO and ISS Barcelona.

Organizer Jeroen Stikkelorum told me that SEO Mastermind is on a mission to build the most valuable Dutch-spoken SEO and organic marketing community in The Netherlands and Belgium. So if you’re local, give it a go.

SEO Lager Fest Meetup PhotoSEO Lager Fest Meetup Photo

SEO Lager Fest is a fun SEO meetup that (apart from drinking) enables you to network with like-minded folks in the SEO industry. They hold an SEO quiz, run case study competitions, do AMAs, and even do SEO charades.

SEOnerd Switzerland Meetup PhotoSEOnerd Switzerland Meetup Photo

SEOnerdSwitzerland is a volunteer-run association that organizes events for SEOs in Switzerland and beyond.

Dedicated to fair opportunities and diversity, they provide training and coaching for people wanting to break through as a public speaker in the SEO industry.

SEOnerdSwitzerland also offers training and coaching for speakers, aiming for a diverse and inclusive panel.

WebSchrona Meetup Photo, Salzburg, AustriaWebSchrona Meetup Photo, Salzburg, Austria

WebSchrona is a free monthly meetup for SEO and online marketing professionals in Salzburg, Austria. They meet every second Thursday at 6 p.m.

There’s no fixed agenda, so discussions are often unplanned and spontaneous and often involve a drink of some description.

Organizer Alexander Außermayr tells me that everyone is welcome to join their SEO meetups. The aim is to provide a regular, uncomplicated meetup in an open space—often a beer garden, if the weather is good.

SEO Benelux Meetup PhotoSEO Benelux Meetup Photo

SEO Benelux started in 2018 as a Facebook community for Dutch and Belgian SEO specialists. The meetup grew into the largest in the Benelux region, with more than 3,000 members.

There are four meetups each year, two in Belgium (Ghent and Antwerp) and one in the Netherlands (mostly Amsterdam). Each meetup attracts 70–90 people and features three speakers.

If you don’t live in a big city, it may be difficult to find a good meetup, but that doesn’t mean there aren’t any in your local area.

Here are my tips to help you find new meetups near you.

Tip 1 – Use Google’s advanced search operators to uncover new meetups

As new meetups pop up all the time and often without notice, it’s worth doing some digging to see what’s out there.

You can just do a regular ol’ Google search, but we’re SEOs—so let’s use some advanced search operators and spice it up a bit.

In this example, I searched for the phrase “meetup” in the title, plus my location and my favorite SEO tool, and it managed to uncover Tim’s tweet on our London Meetup.

Advanced Google Search Operators ExampleAdvanced Google Search Operators Example

This is just a very basic example, and you could use any website or location, but it shows how you can uncover information about new meetups with a little research.

Tip 2 – Trigger the Events SERP feature

By searching for events or events near me, you can trigger the Events SERP feature. In the example below, I found a few SEO-related events by prepending “SEO” to the search.

Triggering the Events SERP Feature ExampleTriggering the Events SERP Feature Example

Once you’ve triggered the feature, scroll down until you find an SEO meetup that catches your eye.

Tip 3 – Use Meetup to find an SEO meetup

If you can’t find anything on Google then it’s a good idea to run a quick check on a specialist community platform.

One of the most popular platforms is Meetup. It allows you to find events near your location on any topic.

Meetup.com screenshotMeetup.com screenshot

Over the years, I’ve attended a lot of smaller meetups through this website, and they have always been interesting and a place to make new connections.

Tip 4 – No SEO meetup in your area? Start your own!

I started my own mini-meetup in 2018 on WhatsApp with some former colleagues, imaginatively titled #seodrinks.

#SEOdrinks meetup logo#SEOdrinks meetup logo

It started from humble beginnings in a room in a small pub in London, and it’s still in a room in a small pub—somewhere in London. (If you want an invite, let me know on LinkedIn.)

We only have semi-regular meetups in London and a small group, but every meetup has to start somewhere.

If you want to start your own SEO meetup, platforms like WhatsApp and Telegram are the best free places to start, but if you want a more specialized paid option, you could try Meetup or another similar platform.

Final thoughts

You don’t always have to attend a big SEO conference to meet other amazing people in the industry. Some of the smaller meetups I’ve been to have resulted in making more contacts than the bigger conferences.

As such, SEO meet-ups are one of my favorite ways to meet people who are just as interested in SEO and marketing as much as you are.

Did I miss an SEO meetup? Add your SEO meetup here, or let me know on LinkedIn.



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How to Combine SEO and Content Marketing (The Ahrefs’ Way)

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How to Combine SEO and Content Marketing (The Ahrefs’ Way)

SEO and content marketing are different marketing channels. But you don’t have to choose between them. They’re complementary.

In fact, you should combine them for greater effectiveness in your marketing.

Two main reasons:

1. Content marketing and SEO are like peanut butter and jelly—they work well together

Content marketing is the process of creating and distributing content to attract and retain customers.

Here’s how SEO helps content marketing:

The web's largest traffic referrersThe web's largest traffic referrers

SEO is the process of improving a website’s visibility in search engines to get more traffic.

Here’s how content marketing helps SEO:

  • It helps you get more search traffic — If you want more search traffic, you need to rank for more keywords, which requires you to make more content.
  • It makes SEO more effective — Thought leadership content acquires backlinks, gated content generates leads, and sales enablement converts traffic into sales.

2. The same amount of investment in effort, money, and time can generate results for both content marketing and SEO

We’re the perfect example. Our content ranks high on Google and generates hundreds of thousands of monthly search visitors:

Ahrefs blog trafficAhrefs blog traffic

It also attracts links and shares on social media because we make sure each piece is unique and not just regurgitation or “AI content”.

LinkedIn comment on how we blended an SEO-friendly term with a contrarian point of viewLinkedIn comment on how we blended an SEO-friendly term with a contrarian point of view

Finally, each piece of content introduces visitors to our product and educates them on how to use it to solve their problems. (Keep on reading and you’ll see it in action too!)

Example of how we introduce our product in our contentExample of how we introduce our product in our content

It hits all content marketing and SEO goals at once:

  • Acquires search traffic ✅
  • Builds thought leadership ✅
  • Attracts links ✅
  • Generates sales (over the long-term) ✅

How do we do what we do? Believe it or not, there’s a method to the madness. Here’s one line that summarizes our entire SEO content marketing strategy:

We create and maintain high-quality, product-led, search-focused content about topics with business potential and search traffic potential.

Let me break down how we combine SEO and content marketing:

If you want to acquire search traffic, you need to target topics that your potential customers are searching for.

The easiest way to find these keywords is to use a keyword tool like Ahrefs’ Keywords Explorer:

  1. Go to Keywords Explorer
  2. Enter a few broad keywords related to your site or niche
  3. Go to the Matching terms report
  4. Filter for keywords with traffic potential (TP)
Matching terms report in Keywords ExplorerMatching terms report in Keywords Explorer

Sidenote.

Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many keywords, Traffic Potential is a more reliable estimate than search volume.

Go through the report and pick out the keywords that are relevant to your site. For example, if I were an ecommerce store selling coffee equipment, this could be a potential keyword to target:

The keyword "best coffee grinder"The keyword "best coffee grinder"

A keyword’s business potential is how easy it will be to pitch your product while covering a certain topic. It’s our ‘trade secret’—it’s why we can easily introduce our product and its features in every piece of content we create.

Here’s how to score a topic’s business potential:

Business potential scoring chartBusiness potential scoring chart

So, taking the above example, the topic “best coffee grinder” would score a “3” (provided we sell coffee grinders) whereas a topic like “does decaf coffee have caffeine” would score a “1” or even a “0”.

You should prioritize topics that score high on business potential, i.e. a “2” or a “3”.

What does all of the jargon mean? Let’s break it down.

Search-focused

Part one of being ‘search-focused’ is finding keywords that people are searching for. Part two is to figure out why they’re searching for those particular keywords. This ‘why’ is known as search intent.

Given that Google’s goal is to always rank the most relevant content, we can look at the search engine results (SERPs) to uncover search intent. Take your target keyword, enter it into Keywords Explorer, scroll down to SERP Overview, and click Identify intents:

Identify intents feature in Keywords ExplorerIdentify intents feature in Keywords Explorer

So, we can see that searchers looking for the keyword “best coffee grinders” want detailed reviews and expert recommendations on the best coffee grinders. Not only that, we can also see that searchers want a list that is fresh.

Identified search intent for "best coffee grinder"Identified search intent for "best coffee grinder"

If we’re targeting this topic, making it search-focused means matching this search intent—we’ll need to create a list of the best coffee grinders for the current year.

Product-led

Product-led means ensuring you’re not just creating content for the sake of it; you’re also ‘selling’ your product. You want to be aware of which use case, feature, or service you want to weave into the narrative. Naturally, of course.

Scoring a topic’s business potential would have done 90% of the work here. If you’re creating content about a topic that scored a “3”, then your product pitch would be natural. For example, we could easily add links back to our coffee equipment store after covering the best coffee grinders. Or, if we make our coffee grinders, we could pitch them as one of the best. (That’s why I say the business potential score is our secret ingredient.)

The challenge comes when you’re covering topics that score a “1” or “0”. It’s not impossible, but you’ll need to be creative.

For example, I recently covered the topic “SEO specialist”. It had a business potential of “1” and was tough to include a product pitch. Fortunately, I noticed that some job listings asked for experience with different SEO toolsets (including us.) It was the perfect segue to introduce our product and certification course.

An example of how I managed to pitch Ahrefs in a post with a business potential of 1An example of how I managed to pitch Ahrefs in a post with a business potential of 1

High-quality

This is subjective. Everyone’s standards are different. But here’s how we think of quality:

  • Accurate — No hype, no lying. Every statement we make should be as accurate as possible.
  • Clear — No fluff—delete all unnecessary words and sentences. Use jargon only when needed. When necessary, create illustrations to expand on ideas and concepts.
  • Helpful — Being product-led is important but the content should not just be aimed at pitching. The content should be focused primarily on helping visitors solve their problems, while creatively weaving our product into the context.
  • Unique — One way to make your content unique is to have skin in the game—conduct experiments, run data studies, and write from personal experience. If having skin is difficult, then interview practitioners. Focus on did, not could.

The deterioration of your content is inevitable:

  • Search-focused — Your rankings may drop because of competitors. Or you didn’t even rank the first time round. Or your target topic’s search intent changed (e.g., the word corona’s search intent changed during the void years of 2020-2022.)
  • Product-led — You may have new features, services, or use cases to introduce. Or your team has depreciated certain features or abandoned some services.
  • High-quality — Statements may become inaccurate over time. Or your unique idea was so successful that everyone else copied you (and outranked you.) Or you might have better ways to reword sentences and paragraphs. Or just simply the ideas, screenshots, and content has become outdated.

That’s why you don’t build a train track and disappear. You have to actively maintain it to keep it working. (I’m looking at you London tube.) Same goes for your content.

The way to maintain your content is to conduct regular content audits. We do this every quarter—Each writer on our blog team goes through their portfolio of articles and selects at least three pieces to update. Each writer may also choose a couple to do a full rewrite.

I highly recommend going through our content audit template so you can see what went wrong with your content and what to do with it next.

Final thoughts

SEO and content marketing may be different marketing types, but that doesn’t mean you need to do one to the exclusion of the other.

Both channels are highly compatible and as you see above, can be designed as an entire strategy that hits all important marketing objectives.



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Trending Content Output Compared in ChatGPT, Gemini & Claude

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Trending Content Output Compared in ChatGPT, Gemini & Claude

“Should we use ChatGPT, Gemini, or Claude to create trending content?”

That’s a good question – and one that I’m frequently asked when teaching a live class about engaging audiences through content.

You might mistakenly assume that instructors are supposed to answer questions like that. But my colleagues and I do something different.

We give our students relevant assignments that provide them with the opportunity to discover the answers to good questions for themselves.

This test-and-learn approach is something that you can also apply within your own company, agency, or team. Want to know which generative AI model to use to create trending content?

Well, conduct a test and compare the output.

Write Concise Descriptions Of The Most Emotionally Engaging Video Ads Of Euros 2024

You already know how to use Google Trends to identify search terms or topics that are trending now. In fact, many journalists use this free tool to get story ideas.

Over the long Fourth of July weekend, I used Google Trends and saw that the topic “Euros 2024” ranked No. 1 in Trending Searches with more than 1 million queries.

Next, I decided to avoid using OpenAI’s ChatGPT 3.5 for my tests. Why? Because it’s the most popular generative AI model, which means that your competitors are probably using it, too.

That means the content that this tool creates is less likely “to provide substantial value when compared to other pages in search results,” as Google’s long-standing advice recommends.

ChatGPT Output

So, I explored the custom versions of ChatGPT and selected Write For Me by puzzle.today.

Why? Because it ranked No. 1 in the Writing category. The tool also claimed it would help me “write tailored, engaging content with a focus on quality, relevance and precise word count.”

I want to create better content, not just content that is different from what everyone else is creating. So, I asked Write For Me to “write concise descriptions of the most emotionally engaging video ads of Euros 2024.”

Here’s what this generative AI tool produced:

1. Unity Through Football

 “A diverse group of children from different European countries come together on a pristine football pitch. As they play, the camera captures their joy and camaraderie, transcending language and cultural barriers. The ad concludes with a montage of professional players joining the children, emphasizing football's power to unite nations and foster friendship.”

2. Legacy of Legends

 “The ad begins with black-and-white footage of iconic moments from past Euros, highlighting legendary players. It transitions to vibrant, modern clips of current stars recreating these moments, symbolizing the passing of the torch. A heartfelt narration speaks to the continuity of dreams and the legacy carried by each generation.”

3. Homecoming

 “A montage of fans traveling from various parts of Europe to the host country, capturing their excitement and anticipation. Emotional reunions with fellow fans, old friends, and family members create a sense of belonging and community. The ad closes with a panoramic shot of a stadium filled with cheering supporters, underscoring the tournament's role in bringing people together.”

4. The Dream Begins

 “The ad follows a young aspiring footballer practicing tirelessly, inspired by their favorite Euros moments. Interspersed with clips of professional matches, it shows the child's journey from local games to a stadium filled with fans. The message is clear: dreams start small but can lead to greatness, encouraging viewers to pursue their passions.”

5. Heartbeat of the Game

 “This ad features a rhythmic sequence of football-related sounds: the thud of a ball, cheers from the crowd, and the whistle of the referee. These sounds build into a symphony, interspersed with clips of players’ intense focus and emotional celebrations. The heartbeat sound underscores the passion and excitement of the Euros, resonating with fans’ own emotions.”

6. From Streets to Stadiums

 “Children playing football in urban alleys, rural fields, and makeshift pitches across Europe are showcased. Their raw passion and joy are mirrored by professional players in grand stadiums, blurring the lines between dreams and reality. The ad concludes with a powerful message: football belongs to everyone, from the streets to the grandest arenas.

Now, it’s perfectly clear why video ads with these descriptions would be emotionally engaging, but it is frustratingly unclear which brands are running these ads during Euros 2024.

So, I’d have to do some double-checking to make sure that ChatGPT isn’t hallucinating.

Gemini Output

Next, I gave Google’s Gemini (formerly Bard) the same prompt. Here’s what this generative AI model produced:

1. Adidas: "Hey Jude" (Most Engaging)

 “This ad features rising England star Jude Bellingham alongside football legends like David Beckham and Frank Lampard. It taps into positive emotions by showcasing the passing of the torch and the enduring spirit of the game.”

2. Irn-Bru: "Get to Germany"

 “This ad, likely using humor, aims to create positive feelings and excitement around the Euros being held in Germany.”

3. Budweiser: "Bring it Home"

“This ad uses a patriotic theme, likely aiming to inspire viewers and evoke a sense of national pride for their team's chance to win the Euros.”

It’s perfectly clear which brands are running the most emotionally engaging video ads of Euros 2024, but it’s still unclear which methodology Gemini is using to make this selection.

So, I’d still have to do more due diligence to discover that it’s probably recent articles and posts about new research from DAIVID.

Claude Output

I asked Anthropic’s Claude 3.5 Sonnet to “write concise descriptions of the most emotionally engaging video ads of Euros 2024.” Here’s what this generative AI tool replied:

“I apologize, but I don't have access to specific information about video ads from Euro 2024, as my knowledge cutoff is in April 2024, and I can't browse the internet for current information.”

 “I can, however, offer some general thoughts on what makes emotionally engaging soccer/football ads:”

“Underdog stories of players or teams overcoming adversity.”
“Nostalgic montages showcasing historic Euro moments.”
“Depictions of passionate fans and their connection to the sport.”
“Inspirational messages about unity and international cooperation.”
“Cinematic recreations of iconic goals or plays.”

 “If you'd like me to expand on any of these concepts or discuss emotionally engaging sports ads in general, I'd be happy to do so. For accurate information about Euro 2024 ads, I'd recommend checking official UEFA sources or recent sports media coverage.”

Well, Claude’s honesty is admirable. But its knowledge cutoff means that I shouldn’t use this generative AI model for content about fairly recent trends.

Write Short Captions For The Funniest Photos From The 2024 Nathan’s Hot Dog Eating Contest

For my second test, I used the Google autocomplete feature to confirm that the phrase, [Nathan’s hot dog eating contest], was a trending search term.

Then, I asked each of the three generative AI tools to “write short captions for the funniest photos from the 2024 Nathan’s Hot Dog Eating Contest.”

ChatGPT Output

Here’s what Write For Me generated:

“Captions for Funniest Photos from the 2024 Nathan’s Hot Dog Eating Contest:”

"When you realize you're only halfway through your 50 hot dogs."
"Eyes on the prize: the ketchup bottle!"
"Training for this by swallowing my pride daily."
"When the bun hits you harder than the hot dog."
"Mustard not? I mustered up the courage!"
"New strategy: inhale, don’t chew."
"Hot dogs: 10, Dignity: 0."
"When you think it’s the last dog but it’s not."
"The face you make when you beat your personal best... by 1 dog."
"Calories don’t count if you don’t chew, right?"

Okay, I admit that many of these captions are funny. But it’s difficult to tell if they belong to actual photos or if this custom version of ChatGPT hallucinated the entire list.

And don’t get me started on getting permission to use any photos that exist. Of course, I could always use DALL-E 3 to turn the text above into images.

Gemini Output

Next, I gave Gemini the same assignment. Here’s what it generated:

1. Mustard Mishap: "Someone's about to be redecorated in yellow!" (Photo of a competitor with mustard splattered all over their face).

2. Relish the Moment: "This is what pure competitive joy looks like." (Photo of a competitor mid-devour with a look of intense concentration and relish dripping down their chin).

3. Bun Bungee: "Is that a hot dog or a bungee jumper? Defying the laws of physics, one frankfurter at a time." (Photo of a competitor with a hot dog halfway down their esophagus).

4. Fountain of Fury: "Looks like someone forgot their manners! (But they're probably winning.)" (Photo of a competitor with a spray of water and ketchup erupting from their mouth).

5. Doggy Downtime: "Even champions gotta rest sometimes. (Just don't let Joey Chestnut see this.)" (Photo of a competitor slumped back in their chair with a belly full of hot dogs).”

Um, okay. These are also funny captions.

But it’s hard to know if they go with actual photos that were posted on July 4, 2024, without using Google Images to conduct a series of relevant searches. And that still doesn’t give me permission to use them even if they do exist.

[Note, these responses were generated a few days before Google announced their support for labelling AI-generated images.]

Claude Output

Then, I asked Claude 3.5 Sonnet to “write short captions for the funniest photos from the 2024 Nathan’s Hot Dog Eating Contest.” Here’s what it replied:

“I apologize, but I don't have access to specific photos from the 2024 Nathan's Hot Dog Eating Contest, as my knowledge cutoff is in April 2024. Additionally, I can't generate, produce, edit, manipulate or create images.”

 “However, I can suggest some hypothetical humorous captions that might be appropriate for funny moments at a hot dog eating contest:”

"When the hot dogs fight back"
"Regretting that 50th hot dog"
"Mid-contest nap: Expert level achieved"
"Ketchup everywhere... except on the hot dogs"
"When you realize it's only been 2 minutes"
"The face of a champion... or indigestion"
"Spectators' faces: Equal parts horror and awe"
"When the bun-to-dog ratio is all wrong"
"Competitive eating: Where table manners go to die"
"That moment you question all your life choices"

 
“Remember, these are fictional captions for imaginary photos. For accurate information about the 2024 contest, you'd need to check official sources or news reports from after the event.”

Once again, Claude gets high marks for being honest about its limitations.

But unless I want to select some of these hypothetical humorous captions and use them as prompts in Adobe Firefly, then I need to use one of the other options.

Write A 400-Word Blog Post About The Top Omni Channel Retailing Trends Of 2024

For my third test, I used SparkToro to research the audience of 5,000 to 6,000 people who search for the keyword [customer retention] each month.

I used SparkToro’s trending keywords feature to analyze the search terms that have risen in popularity among searchers for “customer retention” over the last quarter.

Then, I selected the trending keyword, “omni channel retailing trends,” for this test.

ChatGPT Output

When I asked Write For Me to “write a 400-word blog post about the top omni channel retailing trends of 2024,” here’s what this generative AI tool produced:

Top Omnichannel Retailing Trends of 2024

 “As we move into 2024, the landscape of retail continues to evolve rapidly, driven by technological advancements and changing consumer expectations. Omnichannel retailing, which integrates various shopping channels into a seamless customer experience, remains at the forefront of this evolution. Here are the top omnichannel retailing trends to watch out for in 2024.”
 
1. Enhanced Personalization Through AI and Data Analytics
“In 2024, personalization goes beyond just using the customer’s name in emails. Retailers are leveraging advanced AI and data analytics to offer hyper-personalized shopping experiences. By analyzing consumer behavior, preferences, and purchase history, retailers can tailor recommendations, promotions, and content to individual customers. This level of personalization enhances customer satisfaction and increases conversion rates.”
 
2. Seamless Integration of Physical and Digital Channels 
“The line between online and offline shopping continues to blur. In 2024, more retailers are perfecting the integration of physical and digital channels. Innovations like in-store augmented reality (AR) mirrors, smart fitting rooms, and mobile app functionalities that enhance in-store experiences are becoming standard. Additionally, services like click-and-collect and in-store returns for online purchases are expected to become more streamlined and widespread.”
 
3. Expansion of Mobile Commerce (M-Commerce) 
“Mobile commerce continues to grow as consumers increasingly use their smartphones for shopping. Retailers are optimizing their mobile websites and apps to provide faster, more intuitive, and secure shopping experiences. Features like one-click purchasing, mobile wallets, and personalized push notifications are becoming essential components of mobile strategies.”

 4. Social Commerce Revolution 
“Social media platforms are transforming into powerful retail channels. In 2024, social commerce, where shopping experiences are embedded within social media, is set to explode. Platforms like Instagram, Facebook, and TikTok are enhancing their shopping functionalities, allowing users to discover, browse, and purchase products without leaving the app. Influencer marketing and user-generated content continue to drive this trend, making social media a critical part of omnichannel strategies.”
 
5. Sustainable and Ethical Retailing
“Consumers are increasingly demanding sustainability and transparency from the brands they support. In response, retailers are incorporating sustainable practices and ethical sourcing into their omnichannel strategies. This includes offering eco-friendly products, reducing packaging waste, and providing transparency about product origins and manufacturing processes. Brands that can effectively communicate their sustainability efforts through all channels will gain a competitive edge.”
 
6. Voice Commerce and Conversational AI 
“Voice-activated shopping and conversational AI are becoming more prevalent. With the rise of smart speakers and virtual assistants, consumers are using voice commands to search for products, place orders, and track deliveries. Retailers are integrating voice commerce capabilities into their omnichannel strategies to enhance convenience and improve customer engagement.”
 
Conclusion 
“In 2024, the retail industry is embracing these omnichannel trends to create more cohesive and engaging shopping experiences. By focusing on personalization, integrating physical and digital channels, leveraging mobile and social commerce, prioritizing sustainability, and adopting voice commerce, retailers can stay ahead in a competitive market. These trends highlight the importance of flexibility and innovation in meeting the evolving needs of modern consumers.”

Um, okay. This is 498 words long. This content seems designed for publication at the beginning of the year.

The blog post is missing citations from reliable sources, credible quotes, and relevant statistics, as Roger Montti’s article, “Researchers Discover How To SEO For AI Search,” noted back on Dec. 18, 2023.

So, it’s not as bad as a first draft. But I would hope that writers would learn by using this custom version of ChatGPT that they need to craft something a little bit better.

Gemini Output

Next, I asked Gemini to tackle the same assignment. Here’s what this generative AI tool produced:

The Future of Shopping: Top Omnichannel Retail Trends in 2024
 
“The retail landscape is ever-evolving, and 2024 is no exception. Consumers today expect a seamless shopping experience, regardless of whether they're browsing online, visiting a physical store, or interacting with a brand on social media. This is where omnichannel retail thrives. By creating a unified experience across all touchpoints, retailers can build stronger customer loyalty and drive sales.”
 
“Let's delve into the top omnichannel retail trends shaping the industry in 2024:”

 1. The Rise of the Data-Driven Experience:
 “With the demise of third-party cookies, retailers are focusing on collecting and utilizing first-party customer data. This data allows for real-time personalization across all channels. Imagine receiving targeted email promotions based on your recent in-store purchases, or seeing personalized product recommendations on a brand's app. Advanced analytics will not only personalize marketing efforts but also optimize search functionalities and product merchandising on e-commerce platforms.”

 2. AI Takes Center Stage: 
“Artificial intelligence (AI) is rapidly transforming the retail experience. AI-powered chatbots can answer customer queries 24/7, recommend products based on browsing history, and even assist with in-store tasks. Generative AI can create personalized marketing content at scale, while AI-driven sales automation streamlines processes for both retailers and customers.”
 
3. The Blur Between Physical and Digital: 
“The lines between online and offline shopping are continuing to blur. We're seeing a rise in ‘phygital’ experiences, such as augmented reality (AR) apps that allow customers to virtually try on clothes or visualize furniture in their homes. In-store kiosks can facilitate online purchases and allow for easy returns or exchanges. Additionally, ‘showrooming,’ where customers browse in-store and then purchase online, necessitates seamless product availability and pricing across channels.”
 
4. Social Commerce Takes Off: 
“Social media platforms are no longer just for browsing; they're becoming powerful shopping destinations. ‘Live shopping’ experiences with influencers showcasing products are gaining traction, while social media platforms are integrating smoother buying functionalities within their apps. User-generated content and social proof will continue to influence purchasing decisions, making social media a crucial touchpoint in the omnichannel journey.”

 5. Personalization Beyond Products: 
“The future of omnichannel retail goes beyond just product recommendations. Retailers are focusing on creating personalized experiences that cater to individual customer preferences. This could involve offering flexible delivery options, loyalty programs with tiered benefits, or the ability to curate in-store shopping experiences through appointments or personalized product selections.”

Conclusion: 
“In today's competitive retail environment, omnichannel isn't just a trend; it's a necessity. By embracing these trends and prioritizing a data-driven, personalized approach, retailers can not only survive but thrive in the ever-evolving landscape of commerce.”

Well, the headline is better and it’s 433 words long, which is closer to what I’d asked for. But this blog post is also missing citations from reliable sources, credible quotes, and relevant statistics.

So, I hope writers would learn the same lesson by using Gemini that they learned using a custom version of ChatGPT: It’s not bad, but a human with experience and expertise can do better.

Claude Output

Finally, I asked Claude 3.5 Sonnet to “write a 400-word blog post about the top omni channel retailing trends of 2024.” Here’s what this generative AI tool produced:

Top Omnichannel Retailing Trends Shaping 2024
 
“As we navigate through 2024, the retail landscape continues to evolve rapidly. Omnichannel strategies have become more crucial than ever, with consumers expecting seamless experiences across all touchpoints. Let's explore the key trends defining omnichannel retailing this year.”
 
1. AI-Powered Personalization: “Artificial intelligence is revolutionizing how retailers understand and cater to individual customer preferences. In 2024, we're seeing more sophisticated AI algorithms that analyze customer data across channels to deliver hyper-personalized recommendations, offers, and experiences.”
 
2. Augmented Reality Integration: “AR is bridging the gap between online and offline shopping. Retailers are leveraging AR technology to allow customers to virtually try on clothes, visualize furniture in their homes, or explore products in detail before making a purchase decision.”
 
3. Social Commerce Acceleration: “Social media platforms are increasingly becoming direct sales channels. Retailers are optimizing their presence on platforms like Instagram, TikTok, and Pinterest, enabling in-app purchases and creating shoppable content that seamlessly integrates with users' social experiences.”
 
4. Sustainable and Ethical Omnichannel Practices: “Consumers are more environmentally conscious than ever. Retailers are responding by implementing sustainable practices across their omnichannel operations, from eco-friendly packaging to transparent supply chains and ethical sourcing information available across all channels.”
 
5. Voice Commerce Integration: “With the growing adoption of smart speakers and voice assistants, retailers are optimizing their digital presence for voice search and enabling voice-activated purchases, adding another dimension to the omnichannel experience.”
 
6. Phygital Experiences: “The blend of physical and digital experiences, or ‘phygital,’ is gaining traction. Retailers are creating innovative in-store digital touchpoints and bringing elements of the physical store experience to online platforms.”
 
7. Unified Customer Data Platforms: “Retailers are investing in advanced customer data platforms that consolidate information from all channels, providing a single view of the customer and enabling more cohesive marketing and service strategies.”

8. Flexible Fulfillment Options: “The line between online and offline continues to blur with the expansion of services like buy online, pick up in-store (BOPIS), curbside pickup, and same-day delivery. Retailers are optimizing their logistics to offer customers maximum flexibility.”

9. Subscription-Based Models: “More retailers are incorporating subscription services into their omnichannel strategies, providing regular product deliveries or exclusive access to content and experiences across multiple platforms.”
 
10. Advanced Analytics for Real-Time Insights: “Retailers are leveraging advanced analytics tools to gain real-time insights into customer behavior across channels, allowing for quick adjustments to inventory, pricing, and marketing strategies.”
 
“As these trends show, the future of retail lies in creating cohesive, customer-centric experiences that seamlessly blend online and offline touchpoints. Retailers who successfully adapt to these omnichannel trends will be well-positioned to thrive in the dynamic retail environment of 2024 and beyond.”

Claude’s content is 443 words long, which is longer than Gemini’s, but shorter than the custom version of ChatGPT. And Claude generated 10 trends, while ChatGPT generated six, and Gemini generated five.

But just like the other generative AI tools, Claude’s blog post is missing citations from reliable sources, credible quotes, and relevant statistics.

So, Claude is also good at creating a rough draft. But I’d hope that writers would learn by using ChatGPT, Gemini, and Claude that they shouldn’t become a tool of their tools.

AI Is Not Going To Take Your Job

A year ago, Jensen Huang, the founder, president, and CEO of Nvidia, said,

“AI is not going to take your job. The person who uses AI is going to take your job.”

Well, a year later, we’ve learned by comparing the content output generated by ChatGPT, Gemini, and Claude that it’s still smarter to use generative AI tools to brainstorm or create a good first draft.

Then, use your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) to add emotionally engaging videos, eye-catching photos, citations from reliable sources, credible quotes, and relevant statistics to your content.

Why? Because this is the best way to provide substantial value when compared to other pages in search results.

More resources:  


Featured Image: jomel alos/Shutterstock

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