Panzi Insights
Law firm marketing, explained properly.
Practical guidance on local SEO, Google Business Profile, Local Service Ads and client intake — written for firms without a marketing department.
ChatGPT Has Outranked Google as a Search Destination. What Does That Mean for Businesses?
How to Get Google Screened: The Verification Most Firms Abandon
Google Screened verification takes two to four weeks when somebody chases it, and indefinitely when nobody does. Here is the order the checks actually run in.
Law Firm SEO in Atlanta: What the Market Actually Looks Like
Atlanta is one of the hardest legal search markets in the country, and it is not one market — it is a metro of counties that behave differently.
The Negative Keyword List Every Law Firm Account Needs
Broad match on "lawyer" buys clicks from students, job seekers and people looking for free advice. Here is the list that stops it.
What Local Service Ads Actually Cost a Law Firm
You are charged per lead, not per click — but the sticker price is not what you pay. Disputes are the difference, and almost nobody files them.
Georgia Lawyer Advertising Rules: What You Can and Cannot Say
Georgia does not require ads to be filed with the bar. That is not the same as there being no rules, and the ones that exist bite hardest on results claims.
Why Legal Keywords Cost So Much (And What to Do About It)
A hundred dollars a click is normal in this industry. That price is not going down, so the answer is to buy fewer, better clicks.
How to Dispute Local Service Ads Leads (And Get the Money Back)
Every charged lead can be reviewed and the bad ones credited. It takes twenty minutes a week and most firms have never done it once.
Local SEO for Law Firms: 9 Edits That Lock the Map Pack
Stop losing clients to firms that rank above you in Google’s Map Pack. These nine surgical edits take less than a week and keep your phone ringing from local search.