Growminion
Edit Content
Growminion digital marketing agency Canada

The Complete Brand Mention Audit Checklist for Law Firms

How to Discover (and Track) Every Mention of Your Firm Online

Why This Matters: AI search engines like ChatGPT, Perplexity, and Gemini use brand mentions—even without links—to verify your firm’s credibility and authority. The more quality mentions you have, the more likely AI will recommend you.

HOW TO USE THIS CHECKLIST

Step 1: Work through each category below and document where your firm is mentioned
Step 2: Rate each mention using the quality criteria
Step 3: Identify gaps and create a plan to fill them
Step 4: Track new mentions monthly using the tracking sheet

Time Required: 2-3 hours for initial audit
Frequency: Update monthly
Tools Needed: Google, spreadsheet, screenshot tool

BRAND MENTION AUDIT CHECKLIST

1. NEWS & MEDIA MENTIONS

Local News Articles

  • [ ] Local newspapers (print and online)
  • [ ] Local news websites
  • [ ] Local TV station websites
  • [ ] Community news sites
  • [ ] Neighborhood blogs
  • [ ] Local business journals

How to Find:

  • Google: "[Your Firm Name]" + "[Your City]" + news
  • Google News search: "[Your Firm Name]"
  • Visit local news sites and search internally
  • Check Google Alerts history

National/Regional Media

  • [ ] National legal publications (ABA Journal, Law360)
  • [ ] Regional newspapers
  • [ ] National news sites
  • [ ] Legal tech blogs
  • [ ] Industry news sites

How to Find:

  • Google News: "[Your Firm Name]" OR "[Attorney Name]"
  • LexisNexis news database
  • Legal news aggregators

Trade Publications

  • [ ] State bar journals
  • [ ] Practice area-specific magazines
  • [ ] Legal marketing publications
  • [ ] Business publications

Documentation:

  • Screenshot each mention
  • Save URL in tracking sheet
  • Note: Date, publication, context, linked/unlinked

2. PODCAST & VIDEO APPEARANCES

Podcast Mentions

  • [ ] Legal podcasts (guest appearances)
  • [ ] Local business podcasts
  • [ ] Industry-specific podcasts
  • [ ] Podcast interviews you’ve done
  • [ ] Podcasts that mention you/your firm

How to Find:

  • Google: "[Your Name]" + podcast
  • Search on Spotify, Apple Podcasts, Google Podcasts
  • Listen.Notes podcast search engine
  • Podchaser database

Video Appearances

  • [ ] YouTube interviews
  • [ ] Webinar appearances
  • [ ] Conference recordings
  • [ ] Local TV interviews
  • [ ] Educational videos

How to Find:

  • YouTube search: "[Your Name]" OR "[Firm Name]"
  • Vimeo search
  • Conference website archives
  • Local TV station video archives

Why This Matters for AI: Podcast transcripts and video captions are indexed by AI. Even if not linked, AI reads these as authority signals.

3. SPEAKING ENGAGEMENTS & EVENTS

Conference Speaking

  • [ ] Legal conferences (speaker bio pages)
  • [ ] Industry events (program mentions)
  • [ ] CLE presentations
  • [ ] Bar association events
  • [ ] Webinar hosting

How to Find:

  • Google: "[Your Name]" + speaker
  • Conference website speaker archives
  • CLE provider directories (like LawLine, PLI)
  • State bar CLE calendars

Community Speaking

  • [ ] Local chamber events
  • [ ] Rotary Club mentions
  • [ ] School presentations
  • [ ] Non-profit events
  • [ ] Business networking groups

How to Find:

  • Chamber of Commerce website/newsletters
  • Community organization websites
  • Local event calendars
  • LinkedIn event history

Panel & Workshop Participation

  • [ ] Panel discussions
  • [ ] Workshop instructor
  • [ ] Expert roundtables
  • [ ] Guest lecturer

Documentation:

  • Event website screenshot
  • Speaker bio link
  • Event program PDF
  • Social media posts about event

4. PUBLISHED CONTENT

Guest Articles & Blog Posts

  • [ ] Legal blogs (guest posts)
  • [ ] Industry websites (contributed articles)
  • [ ] Local business blogs
  • [ ] Professional association blogs
  • [ ] Client publications

How to Find:

  • Google: "by [Your Name]" OR "written by [Your Name]"
  • Google: "[Your Name]" + contributor
  • BuzzSumo content search
  • Check your own records/LinkedIn

Legal Publications

  • [ ] Law review articles
  • [ ] Bar journal articles
  • [ ] Legal encyclopedia entries
  • [ ] Practice guides
  • [ ] White papers

How to Find:

  • HeinOnline legal database
  • SSRN (Social Science Research Network)
  • Google Scholar: author:"[Your Name]"
  • State bar publication archives

Books & E-books

  • [ ] Published books (Amazon, Google Books)
  • [ ] E-books
  • [ ] Book contributions (chapters)
  • [ ] Self-published guides

How to Find:

  • Amazon author search
  • Google Books
  • Goodreads author profile

5. Q&A SITES & FORUMS

Legal Q&A Platforms

  • [ ] Avvo answers
  • [ ] Justia Ask a Lawyer
  • [ ] FindLaw answers
  • [ ] Lawyers.com Q&A
  • [ ] State bar Q&A (if available)

How to Find:

  • Search each platform: "[Your Name]"
  • Check your profile on each site
  • Google: site:avvo.com "[Your Name]"

General Q&A Sites

  • [ ] Quora answers
  • [ ] Reddit posts/comments
  • [ ] Stack Exchange (law)
  • [ ] Yahoo Answers (archived)

How to Find:

  • Quora search: "[Your Name]" OR "[Firm Name]"
  • Reddit search: "[Firm Name]" in r/legaladvice, r/lawyers
  • Google: site:quora.com "[Your Firm Name]"

Professional Forums

  • [ ] Legal forums (lawyer.com)
  • [ ] Practice area forums
  • [ ] LinkedIn group discussions
  • [ ] Facebook group mentions

Why This Matters: AI platforms index Q&A content heavily. Your answers demonstrate expertise and show you’re actively helping people.

6. SOCIAL MEDIA MENTIONS

LinkedIn

  • [ ] Posts mentioning you/your firm
  • [ ] Comments on your content
  • [ ] Recommendations and endorsements
  • [ ] Shared articles about you
  • [ ] Company page mentions

How to Find:

  • LinkedIn search: "[Your Firm Name]"
  • Check your notifications for tags
  • Search posts: "[Attorney Name]"

Twitter/X

  • [ ] Tweets mentioning @yourfirm
  • [ ] Tweets with your firm name
  • [ ] Retweets of your content
  • [ ] Quote tweets

How to Find:

  • Twitter advanced search
  • Search: "[Your Firm Name]"
  • Check your mentions tab

Facebook

  • [ ] Page mentions
  • [ ] Reviews and recommendations
  • [ ] Posts tagging your page
  • [ ] Group discussions

Instagram

  • [ ] Photo/video tags
  • [ ] Caption mentions
  • [ ] Story mentions
  • [ ] Hashtag usage

Other Platforms

  • [ ] YouTube comments mentioning you
  • [ ] TikTok mentions (if relevant)
  • [ ] Pinterest pins
  • [ ] Threads mentions

How to Track:

  • Set up Google Alerts
  • Use Mention.com or Brand24
  • Social listening tools

7. PRESS RELEASES

Your Press Releases

  • [ ] PR Newswire distributions
  • [ ] PRWeb distributions
  • [ ] Local PR services
  • [ ] Law firm announcements
  • [ ] Case result announcements
  • [ ] New hire announcements
  • [ ] Award announcements

How to Find:

  • Google: "[Your Firm Name]" + "press release"
  • PRWeb archive search
  • Your own PR distribution records
  • Company website newsroom

Mentions in Others’ Press Releases

  • [ ] Client mentions
  • [ ] Partner organization mentions
  • [ ] Association announcements

How to Find:

  • Google: "[Your Name]" + "press release" -site:yourwebsite.com

8. COURT DOCUMENTS & PUBLIC RECORDS

Court Records

  • [ ] Federal court cases (PACER)
  • [ ] State court cases
  • [ ] Appellate court decisions
  • [ ] Published opinions mentioning you
  • [ ] Amicus briefs

How to Find:

  • PACER search (federal cases)
  • State court case search
  • Google Scholar: "[Your Name]" + court
  • CourtListener.com

Legal Databases

  • [ ] Westlaw case mentions
  • [ ] LexisNexis case database
  • [ ] Fastcase
  • [ ] Casetext

How to Find:

  • Search legal databases for your name
  • Check significant cases you’ve handled

Why This Matters: Court records are authoritative sources. AI may analyze case records to verify your expertise and track record.

9. EDUCATIONAL & ACADEMIC MENTIONS

Law School

  • [ ] Alumni directory listing
  • [ ] Alumni magazine features
  • [ ] Class notes
  • [ ] School news articles
  • [ ] Notable alumni lists
  • [ ] Guest lecture mentions

How to Find:

  • Search your law school website
  • Alumni magazine archives
  • Google: site:[lawschool].edu "[Your Name]"

Undergraduate School

  • [ ] Alumni directory
  • [ ] Alumni news
  • [ ] Notable alumni features

CLE & Education

  • [ ] CLE instructor bios
  • [ ] Course catalog mentions
  • [ ] Educational material authorship

10. PROFESSIONAL ASSOCIATIONS & DIRECTORIES

Bar Associations

  • [ ] State bar profile
  • [ ] County bar profile
  • [ ] American Bar Association
  • [ ] Practice section memberships
  • [ ] Committee participation

How to Find:

  • Search state bar website
  • Check ABA member directory
  • Google: site:[statebar].org "[Your Name]"

Professional Organizations

  • [ ] Trial lawyers association
  • [ ] Practice area associations (NACDL, NELA, etc.)
  • [ ] Local legal organizations
  • [ ] Women/minority bar associations

Industry Associations

  • [ ] Chamber of commerce
  • [ ] Rotary/Lions clubs
  • [ ] Professional networking groups
  • [ ] Community organizations

11. AWARDS & RECOGNITION SITES

Legal Awards

  • [ ] Super Lawyers profile
  • [ ] Best Lawyers listing
  • [ ] Martindale-Hubbell rating
  • [ ] Avvo rating/badges
  • [ ] Top Attorney awards
  • [ ] Rising Stars

How to Find:

  • SuperLawyers.com search
  • BestLawyers.com search
  • Martindale.com profile
  • Avvo.com profile

Business Awards

  • [ ] Best of [City] awards
  • [ ] Chamber awards
  • [ ] Industry-specific recognition
  • [ ] Community service awards

How to Find:

  • Google: "[Your Name]" + award
  • Local business journal awards
  • Chamber of commerce recognition

12. REVIEW SITES & RATINGS

Legal Review Sites

  • [ ] Google Business Profile reviews
  • [ ] Avvo reviews
  • [ ] Lawyers.com reviews
  • [ ] FindLaw reviews
  • [ ] Martindale client reviews

General Review Sites

  • [ ] Yelp reviews
  • [ ] Better Business Bureau
  • [ ] Facebook reviews/recommendations
  • [ ] Thumbtack (if applicable)

How to Find:

  • Search each platform for your firm
  • Check your GBP insights
  • Monitor review notifications

📊 MENTION QUALITY ASSESSMENT

For each mention found, evaluate these factors:

1. Link Status

  • [ ] Linked: Contains clickable link to your website
  • [ ] Unlinked: Mentions name but no link
  • [ ] Branded Link: Links with your firm name as anchor text
  • [ ] URL Link: Links with your website URL

Why It Matters: Both linked and unlinked mentions matter for AI, but linked mentions also help traditional SEO.

2. Source Authority

Rate each source: High / Medium / Low

High Authority Sources:

  • Major news outlets (NYT, WSJ, CNN)
  • Government websites (.gov)
  • Educational institutions (.edu)
  • Established legal publications (Law360, ABA)
  • High-traffic industry sites

Medium Authority Sources:

  • Local news outlets
  • Regional publications
  • Professional blogs
  • Industry-specific sites
  • Established podcasts

Low Authority Sources:

  • Unknown blogs
  • New websites
  • Low-traffic sites
  • User-generated content platforms
  • Spam or promotional sites

How to Check:

  • Domain Authority (Moz, Ahrefs)
  • Traffic estimate (SimilarWeb)
  • Publication reputation

3. Context of Mention

Positive Context:

  • [ ] Quoted as expert
  • [ ] Featured in article
  • [ ] Recognized for achievement
  • [ ] Client testimonial
  • [ ] Award recipient
  • [ ] Speaker/presenter
  • [ ] Case victory highlighted

Neutral Context:

  • [ ] Listed in directory
  • [ ] Mentioned in case report
  • [ ] Named in press release
  • [ ] Event attendee list

Negative Context:

  • [ ] Complaint or criticism
  • [ ] Disciplinary mention
  • [ ] Negative review
  • [ ] Controversial case

Action Item: For negative mentions, consider reputation management strategies.

4. Recency

Date Categories:

  • [ ] Last 30 days (Very Recent)
  • [ ] Last 3 months (Recent)
  • [ ] Last 6 months (Moderately Recent)
  • [ ] Last year (Somewhat Recent)
  • [ ] 1-3 years old (Older)
  • [ ] 3+ years old (Outdated)

Why It Matters: AI platforms may weight recent mentions more heavily. Fresh mentions signal active practice.

5. Frequency

How Often Are You Mentioned?

  • [ ] Daily (extremely active)
  • [ ] Weekly (very active)
  • [ ] Monthly (active)
  • [ ] Quarterly (moderate)
  • [ ] Annually (low)
  • [ ] Sporadic (very low)

Track By Source Type:

  • News mentions: [X] per month
  • Podcast mentions: [X] per quarter
  • Social mentions: [X] per week
  • Q&A contributions: [X] per month

📈 BRAND MENTION TRACKING SHEET

Use this template to track all mentions:

Date Found Source Type Publication/Platform Article/Page Title URL Linked? Authority Context Date Published Notes
          Y/N H/M/L +/=/-    

Download Template: [Link to Google Sheet template]

🎯 SCORING YOUR BRAND MENTION HEALTH

Calculate Your Brand Mention Score:

Total Mentions: _____ (Count all mentions found)

By Category:

  • News/Media: _____ (×3 points)
  • Podcasts/Video: _____ (×3 points)
  • Speaking: _____ (×2 points)
  • Publications: _____ (×3 points)
  • Q&A Sites: _____ (×1 point)
  • Social Media: _____ (×0.5 points)
  • Professional Directories: _____ (×1 point)
  • Awards: _____ (×2 points)
  • Reviews: _____ (×1 point)

Quality Multipliers:

  • High Authority: ×1.5
  • Recent (last 3 months): ×1.2
  • Linked: ×1.3

Total Score: _____

Benchmarks:

  • 0-50: Low visibility (urgent improvement needed)
  • 51-150: Moderate visibility (room for growth)
  • 151-300: Good visibility (competitive position)
  • 301-500: Strong visibility (market leader)
  • 500+: Exceptional visibility (dominant authority)

🚨 GAP ANALYSIS: WHERE ARE YOU MISSING?

Check all categories where you have ZERO mentions:

  • [ ] News articles (local and national)
  • [ ] Podcast appearances
  • [ ] Speaking engagements
  • [ ] Guest articles/blog posts
  • [ ] Legal publications
  • [ ] Q&A sites (Avvo, Quora)
  • [ ] Forum discussions
  • [ ] Social media mentions
  • [ ] Press releases
  • [ ] Court documents
  • [ ] Law school publications
  • [ ] Alumni directories
  • [ ] Professional associations
  • [ ] Awards/recognition

Your Top 3 Gaps to Fill: (Choose from above)

📝 ACTION PLAN: BUILDING MORE BRAND MENTIONS

Quick Wins (Do This Week):

  • [ ] Answer 5 questions on Avvo
  • [ ] Update your law school alumni profile
  • [ ] Post on LinkedIn 3 times
  • [ ] Complete all professional directory profiles
  • [ ] Request reviews from 3 recent clients

Monthly Goals:

  • [ ] Get quoted in 1 local news article (respond to HARO)
  • [ ] Publish 1 guest article or blog post
  • [ ] Answer 10-15 questions on Avvo/Quora
  • [ ] Attend/speak at 1 event (document it)
  • [ ] Distribute 1 press release

Quarterly Goals:

  • [ ] Appear on 1-2 podcasts
  • [ ] Speak at 1-2 conferences or events
  • [ ] Publish in 1 legal or industry publication
  • [ ] Win or be nominated for 1 award
  • [ ] Host 1 webinar or educational session

Ongoing (Set & Forget):

  • [ ] Set up Google Alerts for your firm name
  • [ ] Set up Google Alerts for attorney names
  • [ ] Monitor social media mentions weekly
  • [ ] Respond to all reviews within 48 hours
  • [ ] Share your content across social platforms

🔧 TOOLS FOR BRAND MENTION MONITORING

Free Tools:

Google Alerts

  • Set up: google.com/alerts
  • Track: "Your Firm Name", "Attorney Name"
  • Frequency: Daily or weekly digest

Google Search

  • Advanced search operators
  • "exact phrase", -exclude, site:domain.com

Social Media Native Search

  • LinkedIn search
  • Twitter advanced search
  • Facebook search

Manual Checks

  • Review platforms (Google, Avvo)
  • News sites
  • Podcast platforms

Paid Tools (Optional):

Brand Monitoring:

  • Mention.com ($29+/month) – Real-time social listening
  • Brand24 ($49+/month) – Comprehensive monitoring
  • Awario ($29+/month) – Social media + web mentions

PR & Media:

  • Muck Rack (for tracking media mentions)
  • Cision (enterprise PR monitoring)

SEO & Backlink Tools:

  • Ahrefs ($99+/month) – Track backlinks and mentions
  • SEMrush ($139+/month) – Brand monitoring feature
  • Moz ($99+/month) – Link tracking

📊 MONTHLY BRAND MENTION AUDIT ROUTINE

Set a recurring calendar reminder for the first Monday of each month:

30-Minute Monthly Audit:

  1. Check Google Alerts (5 min)
    • Review all alerts from past month
    • Document new mentions in tracking sheet
  2. Search Social Media (5 min)
    • LinkedIn: "Your Firm Name"
    • Twitter: "Your Firm Name"
    • Check notifications for tags
  3. Review Platform (10 min)
    • Google Business Profile reviews
    • Avvo activity
    • Quora mentions
  4. News Search (5 min)
    • Google News: "Your Firm Name"
    • Local news site searches
  5. Update Tracking Sheet (5 min)
    • Add all new mentions
    • Calculate updated score
    • Note trends

PRO TIPS FOR MAXIMIZING BRAND MENTIONS

1. Make It Easy to Mention You

  • Use consistent firm name everywhere
  • Keep information updated everywhere
  • Make it easy to find your credentials
  • Provide high-quality headshots and bios

2. Create Mention-Worthy Content

  • Unique research or data
  • Controversial (but professional) opinions
  • Timely commentary on news events
  • Helpful guides and resources

3. Build Relationships

  • Connect with journalists and reporters
  • Network with podcasters
  • Join professional associations actively
  • Participate in community events

4. Be Responsive

  • Respond to HARO requests within hours
  • Reply to journalists quickly
  • Accept speaking opportunities
  • Say yes to interviews

5. Document Everything

  • Take screenshots of all mentions
  • Save PDFs of articles
  • Record or save videos
  • Build a “media kit” folder

6. Leverage Each Mention

  • Share on social media
  • Add to website “In the News” section
  • Include in email signatures
  • Mention in marketing materials
  • Reference in proposals

7. Ask for Mentions

  • Request to be quoted in articles
  • Pitch yourself as podcast guest
  • Volunteer to speak at events
  • Contribute to publications
  • Participate in awards

❓ FREQUENTLY ASKED QUESTIONS

Q: Do unlinked mentions really matter? Yes! AI platforms like ChatGPT count brand mentions even without links. They verify your credibility through the frequency and quality of mentions across the web.

Q: How many brand mentions should I have? It varies by market size and competition, but aim for at least 2-3 new quality mentions per month. Established firms may have hundreds of mentions.

Q: Should I try to get links added to unlinked mentions? If possible, yes. Reach out politely to publications asking if they can add a link. But don’t stress if they don’t—the mention still counts.

Q: What if I find negative mentions? Document them but don’t ignore them. Consider reputation management strategies: responding professionally, generating more positive content, or legal action if defamatory.

Q: How long does this audit take? Initial audit: 2-3 hours. Monthly updates: 30 minutes once you have systems in place.

Q: Can I hire someone to do this? Yes, many digital marketing agencies or VAs can help. Use this checklist as their guide.

Q: What’s the ROI of brand mention building? Difficult to measure directly, but firms with strong brand mention profiles see better AI visibility, higher trust, and more inbound leads.

📱 SHARE THIS RESOURCE

Found this helpful? Share it!

  • Download as PDF: [Link]
  • Get the tracking template: [Link]
  • Share on LinkedIn: [Link]
  • Tweet this checklist: [Link]

BONUS: BRAND MENTION OUTREACH TEMPLATES

Template 1: HARO Response

Subject: Expert Source: [Topic] – [Your Credentials]

Hi [Reporter Name],

I saw your HARO request about [topic] and wanted to contribute.

I’m [Your Name], a [practice area] attorney with [X years] experience in [specific area]. I’ve [handled X cases, achieved Y results, or specific credential].

Here’s my insight on [specific question]:

[2-3 paragraph expert answer]

I’m happy to provide additional quotes or context if helpful.

Best regards, [Your Name] [Title] [Firm Name] [Phone] [Email]

Template 2: Podcast Pitch

Subject: Podcast Guest: [Your Expertise] for [Podcast Name]

Hi [Host Name],

I’m a longtime listener of [Podcast Name] and loved your recent episode on [topic].

I’m [Your Name], a [practice area] attorney specializing in [niche]. I think your audience would find value in my perspective on [relevant topic], especially given [unique angle or recent development].

Some topics I could discuss: • [Topic 1] • [Topic 2] • [Topic 3]

I’ve been featured on [other podcasts if applicable] and am comfortable with [format – audio/video, length, etc.].

Would you be open to a conversation about this?

Best, [Your Name]

Template 3: Speaking Opportunity Request

Subject: Speaker Proposal: [Topic] for [Event Name]

Dear [Organizer Name],

I’d like to propose myself as a speaker for [Event Name] on [Date].

Proposed Topic: [Title]

Session Description: [2-3 sentences about what attendees will learn]

Why This Matters: [1-2 sentences on timeliness or relevance]

About Me: [Your Name], [Title], [Firm Name] • [Credential 1] • [Credential 2] • [Relevant experience]

I’ve previously spoken at [events if applicable] and received [feedback/ratings if available].

I’d be honored to contribute to your event. Let me know if you need any additional information.

Best regards, [Your Name]

🎯 YOUR NEXT STEPS

Immediate Actions:

  1. [ ] Block 2 hours on your calendar for initial audit
  2. [ ] Create a tracking spreadsheet (or download our template)
  3. [ ] Set up Google Alerts for your firm and attorney names
  4. [ ] Work through this checklist systematically
  5. [ ] Calculate your current Brand Mention Score
  6. [ ] Identify your top 3 gaps
  7. [ ] Choose 3 quick wins to implement this week

This Week:

  • [ ] Complete initial brand mention audit
  • [ ] Document all findings in tracking sheet
  • [ ] Set up monitoring systems
  • [ ] Create action plan for building mentions

This Month:

  • [ ] Implement quick wins
  • [ ] Respond to 3 HARO requests
  • [ ] Answer 10 questions on Avvo/Quora
  • [ ] Publish 1 piece of content
  • [ ] Update all professional profiles

Ongoing:

  • [ ] Monthly 30-minute audit
  • [ ] Weekly monitoring of alerts
  • [ ] Monthly content creation
  • [ ] Quarterly strategy review

📞 NEED HELP?

If you’d like professional help with your brand mention strategy:

Services We Offer:

  • Complete brand mention audit
  • Monthly monitoring and reporting
  • Brand mention building campaigns
  • Reputation management
  • AI visibility optimization

Contact: contact@growminion.com


Last Updated: 08-11-2025
Author: Joydip Kirtunia, GrowMinion

This checklist is provided as a free resource for law firms looking to improve their online visibility and AI search presence. Feel free to share with colleagues and clients.

Leave a Reply

Your email address will not be published. Required fields are marked *

Recent Post