The marketeers put this stuff online for the lawyers and call it content. Those with even minimal composition skills use far less charitable words to describe it.
As an example, he writes about the self-linking that takes place in pseudo-blogs and the embarrassing effect it actually has on the lawyer being promoted. He uses the example below — a monstrous keyword smorgasbord you may have stumbled across in the past, and were dumber for having done so….
Recently, this Craptown family lawyer read about a father being held in contempt for failing to pay child support. This case was not in Craptown and did not involve a Craptown family lawyer. As a Craptown family lawyer, it is important that anyone in Craptown who has a problem with Craptown family law call a Craptown family lawyer. It is unclear whether the father sought the services of a Craptown family lawyer, but contempt is a bad thing and is a reason to seek out a Craptown family lawyer. So for those of you fathers that are broke, it may be time to call a Craptown family lawyer.
This is a theme you’ve likely seen before, though it’s still worth reiterating as lawyers continue to come online with blogs, Twitter feeds, Facebook pages, etc., ad nauseum. Not knowing how to actually use these media, the attorneys outsource the content to the marketeers, outsourcing their ethics and public face in the process.
But I’d like to add a bit to what Tannebaum wrote, which he summarized like this:
Stop the multiple links in your blogs, and stop automating your social media accounts.
Fire anyone who you hired to do this for you.
Stop being an internet marketing whore, and start being a lawyer.
Now my two rupees to add on: The only reason to create such horribly dreadful prose is because the marketeers (or lawyers listening to them) think there will be Google link juice that will flow to those links; they think page rank will increase. In other words, the prattle isn’t written for the human, but for the search engine.
Eric Turkewitz is a practicing attorney in Manhattan, author of the New York Personal Injury Law Blog, runner, and beer snob. When he gets the chance, he will post columns here that focus on small law firms. Which, you know, kinda makes sense since that’s what he’s been doing for the last 25+ years.