Building Authority: Why Google Doesn’t Know Who Christopher MacGillis Is—and How to Fix It

Google doesn’t know who Christopher MacGillis is, and that’s a significant issue for both his personal brand and his personal injury law firm, MacGillis Wiemer. Despite the hard work of in-house marketer Ethan Van De Hey, Christopher’s online presence hasn’t fully reflected his expertise and credibility in the competitive personal injury space.

The problem? Competing in this crowded market requires more than basic SEO tactics—it demands a smarter, more focused approach. Google doesn’t recognize Christopher as an authority, which hampers the firm’s ability to stand out. Personal injury SEO isn’t just about keyword optimization; it needs precision, creativity, and a focus on building real authority.

To solve this, we need a process-driven approach focused on actionable steps to enhance the firm’s credibility and visibility. By shifting from surface-level optimizations to a strategic focus on authority, MacGillis Wiemer can break through the noise and attract more clients.

Let’s assess the performance of the www.macgilliswiemer.com website and identify its needs.

Current SEO Situation for MacGillis Wiemer

Domain Authority and Backlinks

The website has a Domain Rating (DR) of 25, with 264 referring domains and 4.7K referring pages.

While the number of referring pages is reasonable, the quality of these backlinks is a concern, as many are likely low-value links.

The URL Rating for individual pages is 8, indicating low link strength for specific pages.

Let’s look at this Appleton example. It seems to be the strongest one. Let’s check the URL: it has 1,200 keywords, which is decent—more than 10%. However, the page authority is zero. Why is that? This is a generic page with super-generic content like “top-rated car accident lawyer” and lacks E-E-A-T.

Traffic and Keyword Rankings

The site attracts an estimated 2,300 visitors per month, with 1,400 keywords ranked. While there is search traffic, most of the keywords fall into the medium to low-competition category, leaving significant room for targeting higher-value keywords.

The page-level metrics show only 306 monthly visitors and 232 keywords for key pages, indicating underperformance in driving traffic to core pages.

Lack of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

The website doesn’t effectively highlight Christopher MacGillis’s expertise or authority.

The existing content is scattered and doesn’t support strong E-E-A-T signals. For example, Christopher appears on the Waterwoods Gillespie show. Let’s repurpose that content to show Google that he’s an authority in his field. Links alone won’t do the trick; engaging with the content is essential.

Keyword Performance Gaps

The site ranks for low-competition keywords but struggles with high-volume terms like ‘car wreck lawyer near me.’

The lack of targeted, high-authority content prevents the site from ranking higher for competitive keywords.

Generic Content

Content across the site, including service and location pages, lacks depth and authority. Generic templates fail to establish expertise or trust, and there is no engaging homepage content to attract or retain visitors.

A heavy reliance on generic stock images reduces the site’s authenticity and professional appeal.

Google My Business (GMB) Profile Issues

The GMB profile lacks regular updates:

Only three photos have been uploaded, well below the industry’s best practice of 50+ photos and 10 videos. Outdated Q&A content and reviews diminish engagement opportunities.

Christopher is invisible in Google’s Knowledge Graph. Google doesn’t even recognize him as an individual. The problem? His information is buried under the law firm’s profile, which confuses Google.

Social Media Presence

Social media lacks storytelling and personal connection. The posts fail to humanize the brand, which could help build trust and rapport with potential clients.

His LinkedIn and Facebook profiles also contain limited content, and there’s little information about him that could boost SEO.

How to Leverage AI for MacGillis Wiemer’s SEO Success

Using AI effectively can transform MacGillis Wiemer’s SEO, but success depends on applying AI intelligently, with the right context and reasoning. Here’s how to make AI a game-changer for improving SEO performance.

Start with Proper Context

AI performs best when given clear, relevant context. Think of it like having a conversation. For instance, I told the AI that Ethan is improving SEO for MacGillis Wiemer, a personal injury law firm. I then highlighted key players, like Christopher, the impatient boss, and Ethan, who is building his personal brand site. This background helped ChatGPT understand the nuances of the project and provided more tailored recommendations.

Keyword Performance Analysis

To get the most out of AI, I pasted keyword difficulty and search volume data into the prompt. For MacGillis Wiemer, the analysis uncovered key insights:

• High-Volume Keywords Outside Top 3 Rankings: These represent missed opportunities. For example, the term “car wreck lawyer near me” ranks 242 out of 5,000 in the local pack. With focused efforts, the firm could capture a larger share of this traffic—potentially a third of those 5,000 searches, instead of just 200.

• Medium to Low-Difficulty Keywords: These are already performing well and are marked in green, offering strong potential for further optimization.

Focus on Low-Hanging Keywords

ChatGPT suggested prioritizing keywords ranking in positions 5–15. These are low-hanging fruit that can rise to the top with a targeted approach. AI can help identify these terms and recommend strategies for improvement while ensuring content meets E-E-A-T standards.

Revamp Location Service Pages

According to ChatGPT’s analysis, generic location service pages, like “top-rated car accident lawyer in Appleton,” may initially rank well due to strong GMB reviews, but they often lack substance. Common issues include:

• Thin, Generic Content: These pages fail to demonstrate expertise or experience.
• Overused Templates: They appear identical across multiple locations, offering no unique value.
• Weak Local Connections: There’s no specific link to the city or legal topic, resulting in a low E-E-A-T score (often 1–2 out of 10).

To fix this, ChatGPT suggested:

• Provide detailed answers to user-specific questions, like those in Google’s “People Also Ask” section.
• Add genuine insights, case studies, or local references to establish authority.
• Cross-link to personal brand sites for attorneys like Christopher and Ethan to reinforce trust signals.

Boost Productivity with AI

You can maximize AI’s potential by:

• Ensuring input data is clean, clear, and relevant.
  This helps AI focus on solving specific problems.
• Letting AI guide the process by asking clarifying questions and refining your strategy step by step.

Recommendations

For personal injury (PI) firms like MacGillis Wiemer, the personal brand is crucial. The face of the firm often becomes its most recognizable aspect. Right now, Christopher MacGillis isn’t even in Google’s Knowledge Graph, which is a significant issue. Here’s how to fix it:

Build a Personal Brand Website for Christopher MacGillis

To establish Christopher as a distinct entity and not just the face of the firm, a personal brand website is essential. This website should connect directly to the MacGillis Wiemer website and vice versa. Both sites reinforcing each other will help Google associate Christopher with his firm and establish his authority.

When people search for Christopher MacGillis, they’ll want to know about his background and expertise. A personal website ensures their questions are answered and positions him as a credible, standalone figure in the legal space.

Create a Podcast for Authority and Content

A podcast can help Christopher answer potential clients’ top 10-15 questions about the firm. These episodes should target “People Also Ask” (PAA) questions on Google, which are critical for ranking in search results.

For example, I worked with Jeff Hughes, who runs Sterling Lawyers, one of Wisconsin’s largest family law firms. Jeff grew his firm from nothing to $15 million per year by sharing his expertise and credibility online. He interviews top lawyers and shares these on social media, further building his brand.

Christopher can do something similar to demonstrate credibility in the legal industry. He needs to focus on podcasting and collaborating with other businesses in Milwaukee to strengthen the local signal. Personal injury (PI) lawyers often know each other, and there’s typically one key figure in each state.

Christopher MacGillis, with Ethan’s support, should be interviewing other prominent PI lawyers and even conducting short, informal video chats. The goal is to establish expertise within the PI vertical and the Milwaukee region, including surrounding cities, through a Geo-grid strategy.

Show Real Proof of Expertise

I’ve implemented similar strategies myself. When I visited Wisconsin with my friends Liam and Jack Hughes, I took photos with Liam’s dad, Jeff Hughes, at Sterling Lawyers. I also recorded a podcast with Jeff Hughes, demonstrating my involvement in the legal world.

Christopher can follow this example by documenting his experiences, sharing stories from his career, and showcasing his expertise. When people see authentic content, they’re more likely to trust it—and so is Google.

Leverage Public Speaking and Social Media

Public speaking is another way to boost credibility. For instance, I brought Liam to a stage event in Vegas, where he made his public speaking debut. He later posted about this milestone and how proud he felt to work with me.

Christopher can do the same by speaking at industry events or creating video content that resonates with his audience. Sharing these moments on social media will amplify his reach and further build his personal brand.

Focus on High-Quality Links and Content

To enhance Christopher’s online presence, we can strategically link key pages from authoritative websites like our BlitzMetrics to MacGillis Wiemer’s site. This will pass SEO value and boost visibility.

However, to avoid penalties for link farming, it’s critical to avoid over-linking or linking to irrelevant pages. The goal is to use high-authority links sparingly and effectively.

Humanize the Brand Through Videos

Authenticity is key. Christopher should create personal, relatable, and powerful short videos, even without professional setups. For instance, a simple video like:
“Hi, I’m Chris MacGillis. I started this firm to help people through difficult times…”
Such videos resonate with people and make the firm feel approachable. Most PI attorneys fail to create content that feels human, so this is a big opportunity to stand out.

Encourage Authentic Client and Team Reviews

Reviews are another way to build trust. Ask clients to leave honest reviews as part of their experience. Employees, including yourself, can also leave reviews, highlighting the firm’s culture, your role, and why you enjoy working there.

Avoid fake reviews—Google penalizes them. Authenticity is non-negotiable.

Content that Builds Trust and Authority

While fixing location pages is important, building trust is even more vital. Content, reviews, and authenticity are the pillars of a successful SEO strategy. Instead of generic blog posts like ‘10 Ways to Improve Law Firm Marketing,‘ Christopher should focus on showcasing real expertise through stories, podcasts, and videos.

By following these steps, MacGillis Wiemer can improve SEO rankings and build a strong, trustworthy online presence for Christopher MacGillis and the firm.

The impact of this approach can be seen in as little as 90 days. However, it’s essential to track progress and adjust along the way. Treat SEO as a dynamic process where you can measure results, refine strategies, and ensure alignment with business goals.

Take Action Today

To start, focus on creating a process-driven approach that builds authority and credibility. Prioritize collecting reviews, sharing authentic experiences, and demonstrating expertise in your niche.

Remember, SEO isn’t about tricking Google—it’s about proving that you’re the best at what you do. When you build a strong foundation, the results will follow.

Want a comprehensive review of your website to see what’s working and what may need some work? Join me for a Power Hour session and get expert insights!