On November 10, 2025, Google announced “Message Fanout” was coming to Local Services Ads (LSA). For end users, the feature shows up beside LSA results as a button called “Request Multiple Options”. The “Request Multiple Options” was first spotted in the wild today by Optimize My Firm. It appears Google rolled it out a little after 11PM ET on November
At first glance, the proposed “Protecting Automobile Accident Victims from Attorney Self-Dealing Act” is a reform measure backed and promoted by consumer protection groups. However, upon deeper examination, you learn that the ride-sharing company Uber actually is pushing this proposed amendment to the California Constitution. With enough signatures, Initiative 25-0022 would appear on the November 2026 ballot. The Uber-backed initiative
Various ads on social media make claims that LSA can be “kick started”, “jail broken”, “hacked”, etc, etc, etc, into working. The claims are very appealing to advertisers who have been left with no LSA leads while their competitors get plenty of leads. They want answers. And who can blame them? The Problem: For personal injury attorneys, LSA performs at
On October 3, 2025, what ridesharing services such as Lyft and Uber consider to be significant regulatory reforms became effective. Specifically, Senate Bill 371 as enacted reduces insurance requirements for Uber, Lyft, and other ridesharing services and their drivers. These companies tout the lower insurance requirements as ways to reduce the costs of ridesharing to their customers. However, the changes
Review extortion is not new but there’s been an uptick in 2025. In October 2025, Google released a new way to have these reviews removed. What is a negative review extortion scam? A negative review extortion scam when someone leaves you negative reviews, then offers to remove them for a fee. The vast majority of scammers are located outside of the
You heard it here first. Beginning in late September 2025, Google has been testing an “AI Overviews” section which replaces the Local Pack. The tests have been conducted on mobile search results, and only in a handful of niches, such as Personal Injury Attorney”. What is the “AI Pack”: This is totally separate from a Google “AI Mode” local result.
Posting car accident videos on Instagram does not help personal injury attorneys get cases, according to personal injury attorneys who have tried this. For the last few years, every time we log into IG we see a law firm posting crash videos. These videos typically had traction on reddit or tiktok a few months ago, then, some “marketer” steals the
If you’ve logged into Facebook or Instagram lately, you’ve seen a plethora of advertisements pushing Generative Engine Optimization (GEO). Headlines read everything from “how to optimize for GEO” to “SEO is dead, you need GEO”. So, what is it? What is Generative Engine Optimization (GEO)? “Chatbots”, sometimes called “AI Assistants”, augment search engines. Technically, there is no “generative engine”, but most