Legal SEO — The Category Playbook for Law and Legal Brands

Legal SEO is not law-firm SEO with a different homepage. It is the umbrella discipline that governs every commercial search asset a legal brand owns — firms, solo attorneys, legal-tech SaaS, document-prep services, directories, ALSPs, and bar associations. Nine of the top ten organic results for legal seo collapse the category into a single agency homepage or a generic law-firm service page. None of them define the discipline. This page does.

We wrote it because every prospect who lands on legal seo is asking a different question than the prospect who searches law firm seo or lawyer seo. The legal-seo query is the marketing director, the COO, the operations partner — the person trying to understand the category before they buy. They are not yet shopping for a vendor. They are trying to decide whether to fire Scorpion, whether to renew with Justia, whether the $9,500 invoice from PaperStreet is buying anything Rankings.io or LawRank wouldn't deliver cheaper. They want a real explanation of how the discipline works, what makes it different from generic SEO, and what the economics actually are. We built this page for that reader.

What Legal SEO Actually Means (and Why It's a Distinct Discipline)

Legal SEO is the practice of earning visibility in organic search results, AI Overviews, and local map packs for queries with commercial legal intent — across firms, solo attorneys, legal-services brands, and legal-tech products. It is a YMYL (Your Money or Your Life) discipline under Google's own classification, which means Google applies stricter evaluation standards around E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) than it does for almost any other vertical except medical and financial.

Legal SEO is broader than law-firm SEO. A law firm is one type of legal entity. The legal SEO category covers solo practitioners, multi-state mega-firms, legal-tech SaaS (Clio, MyCase, Smokeball, Lawmatics), document-preparation services (LegalZoom, RocketLawyer), legal directories (Justia, FindLaw, Avvo), alternative legal-service providers (ALSPs), CLE providers, paralegal directories, and state and county bar associations. Each of these segments has its own CPC ceiling, its own conversion math, its own ethics constraints, and its own SERP behavior. A generic SEO agency that wins for plumbers and dentists will fail at legal because the discipline is structurally different.

What makes it different is not vocabulary. It is the four-layered constraint stack — YMYL grading, attorney-advertising ethics, the highest CPCs on the public web, and a Google-Local-Service-Ad layer that has eaten the top of the SERP. Win all four constraints and the page ranks. Miss one and you do not. There is no margin.

The Brutal Economics — Why Legal Is the Most Expensive Vertical in SEO

Legal keywords carry the highest CPCs of any consumer category on the open web. San Antonio car wreck attorney clears $670 per click in some auction states. General personal-injury keywords clear $200 in most metros. Even neutral discovery-stage terms like do I need a lawyer sit above $30. A mid-size PI firm running paid search without an organic moat will spend $40,000 a month on Google Ads to clear sixty leads, and forty-two of those leads will be unqualified. That is the math that forces every serious legal brand into SEO eventually.

The SEO alternative is brutal in a different way. Organic placements compound — every dollar pulled from PPC and invested in content, authority, and technical foundations builds a moat that pays out for years rather than seconds. The catch is that the moat takes nine to eighteen months to compound past the cost of building it. Most firms quit at month seven, exactly when the compounding curve is about to bend up. The agencies that win — Hennessey, Scorpion, BluShark, LawRank, Rankings.io, On The Map Marketing, PaperStreet — keep the firms past the inflection point through transparent reporting and milestone discipline. The agencies that lose them ship dashboards that nobody reads.

Practice-area economics inside the category are not uniform. Personal-injury keywords carry the highest CPCs but also the most map-pack saturation and the lowest signed-case conversion ratios — you fight everyone in your metro for queries that get filtered through Google Local Service Ads before the organic listings even appear. Family-law keywords are cheaper but emotionally loaded, comparison-heavy, and FAQ-dominant — the page that wins is the one that answers how long does a divorce take in [state] in the first paragraph. Criminal-defense terms peak in urgency at 2 a.m. and 6 a.m. local time, with mobile share above 80 percent. Estate-planning terms are the cheapest in the category, but the LTV per signed retainer is among the highest. Immigration is multilingual or you do not rank. Intellectual-property terms are B2B, content-driven, and almost entirely national — the map pack barely matters. Mass-tort terms are campaign-driven and tied to a single product or class of injury. Each of these is its own search market inside the same discipline.

Practice-Area Mapping — How Legal SEO Changes by Vertical

Personal injury is the most-fought practice area in organic legal search. The CPC ceiling sits above $200 for the head terms in most metros and clears $400 in plaintiff-heavy states like Texas and Florida. The map pack is saturated with LSA listings before the organic block even renders. Winning here means citation depth across Avvo, Justia, FindLaw, Martindale-Hubbell, and Super Lawyers; a verdict-tracker asset that earns links from local press; and answer-first paragraphs engineered for AI Overview eligibility on how long do I have to file a [X] claim in [state] — the highest-volume informational PI query in 2026.

Family law is comparison-heavy and FAQ-dominant. The reader is in a worse emotional state than they have been in years, and they will click a result that answers the actual question in the first paragraph before they click a glossy hero. CPCs sit between $30 and $100 in most markets. The winning content pattern is a long-form FAQ pillar per topic (divorce timeline, custody jurisdiction rules, alimony formulas by state) anchored to a city-level service page.

Criminal defense is the most time-sensitive vertical in legal search. Mobile share exceeds 80 percent, queries peak at 2 a.m. and 6 a.m. local time, and the conversion lever is a phone number on the page above the fold — not a contact form. AI Overview citations for do I have to talk to police and what is bail in [state] are among the highest-leverage capture opportunities in the entire category right now.

Estate planning and probate sit at the cheaper, higher-LTV end of the matrix. CPCs rarely clear $40, conversion rates from informational queries to consultations are the highest in the category, and the AI Overview is the dominant capture surface — most queries are top-funnel informational. A pillar page on what does a will need to be valid in [state] with statute citations and FAQ schema will out-earn three blog posts on the same topic.

Immigration is multilingual or it does not rank in the metros that matter. Spanish-language landing pages are not a nice-to-have in Phoenix, Houston, Los Angeles, Miami, or New York — they are the difference between ranking and not ranking. USCIS-citation discipline matters. Schema for LegalService with availableLanguage declared is non-optional.

Intellectual property — patent, trademark, copyright — is the only practice area in the category that is genuinely national rather than local. Map-pack ranking barely matters. LinkedIn thought-leadership signal matters more than for any other practice. The conversion path runs through long-form content (USPTO procedure explainers, statute walkthroughs) rather than through emergency-intent phone calls.

Mass tort and class action is campaign-driven and time-bound. SEO investment here is a hybrid asset — the page lives forever, but the campaign-specific keywords go cold the day the statute of repose closes. Worth doing for firms with multi-year campaign pipelines; not worth doing for one-shot litigants.

Employment, workers' compensation, and elder law are state-jurisdictional and statute-citation heavy. The page that links to the actual state code section outranks the page that paraphrases it. Citation reciprocity matters.

The Ethics Gate — ABA Model Rules and State-Bar Compliance for Legal SEO

This is the category moat, and it is the section every other top-ranking page skips. Legal SEO is governed by attorney-advertising rules that no plumber or dentist deals with. Get this wrong and the page is not just a ranking problem — it is a bar-complaint risk.

ABA Model Rule 7.1 prohibits false or misleading communications about a lawyer's services. In practice this kills the "best," "top," "#1," and "leading" language that fills generic SEO landing pages. Best personal injury lawyer in Phoenix is not a defensible claim under Model Rule 7.1 unless you can substantiate it with verifiable third-party data, and even then it is risky. We rewrite hero headlines for every legal client before the page goes live to eliminate Rule 7.1 exposure.

Model Rule 7.2 governs advertising disclosures and fee-sharing prohibitions. SEO agencies that take a referral fee for routing leads to a lawyer are running afoul of 7.2 in every state. Lead-buying arrangements that look like SEO services are not SEO services — they are referral arrangements, and they have to be disclosed under the rule. Rule27 does not take referral fees.

Model Rule 7.3 governs direct solicitation. Chatbots, cold outreach automation, and aggressive intake widgets cross into solicitation territory in some states. The line is not always obvious. We review every chatbot script and every intake automation against the rule before deployment.

State carve-outs bite harder than the Model Rules. Florida Bar Rule 4-7 has its own approval requirement for some advertising. New York Rules of Professional Conduct 7.1 imposes stricter substantiation standards than the Model Rule. Texas 7.04 has unique restrictions on prior-results language. California Rules 7.1 through 7.5 read like a separate body of law. Arizona ER 7.1 through 7.5 is the standard we audit against for our home-state clients.

Three categories of language we kill on every legal page we ship: testimonial language that implies a typical result without the required disclaimer, prior-results language that omits the prior results do not guarantee a similar outcome language required in most states, and certification claims ("board certified," "specialist") that do not carry the actual certification from a recognized authority. The pages still rank — they just rank without exposing the firm to a bar complaint.

YMYL and E-E-A-T — What Google Actually Requires of Legal Sites

Google classifies legal advice content as YMYL — Your Money or Your Life — which means the page is evaluated against a higher bar for Experience, Expertise, Authoritativeness, and Trustworthiness than a non-YMYL page would be. The mechanics matter more than the acronym.

Experience means the author has actually practiced. Author bios that say contributing writer fail YMYL. Author bios that say attorney admitted in [state] in [year], practicing [practice area] for [N] years pass. Bar numbers in the bio matter. Jurisdictional disclosures matter. We add Person schema with hasOccupation.qualifications declaring the bar admission, year, and practice area on every legal author page we publish.

Expertise is demonstrated through citation density. A page that quotes the statute, links to the court opinion, and references the regulator's own guidance reads as expert. A page that paraphrases without citation reads as content-mill output. The Hennessey-style pages that rank have one thing in common with the Justia-style pages that rank — both link out to primary sources liberally.

Authoritativeness comes from off-page signal. Bar-association memberships matter. CLE bylines matter. Reviews on Avvo, Martindale-Hubbell, and Super Lawyers matter. Mentions in local press, regional law-school faculty pages, and statute-citation aggregators matter. We build authority through earned media and verifiable association rather than through link-broker garbage.

Trustworthiness is the technical-and-disclosure layer — TLS everywhere, NAP consistency across the citation stack, malpractice-carrier disclosures where required, complete and current attorney bios with photos, clear fee structures (or clear disclosure that fees are case-specific), accessible privacy policy and terms. Trust signals do not move rankings by themselves, but their absence neutralizes everything else.

Technical Foundations Every Legal Site Needs

Legal sites tend to fail Core Web Vitals harder than most verticals because they pile on third-party widgets. Embedded Avvo ratings, third-party intake forms, video heroes, chatbot widgets, and live-chat scripts each cost between 200 and 800 milliseconds of INP. Stack four of them and the page is invisible to mobile traffic. We audit and rebuild the third-party stack on every engagement.

The legal schema stack is non-negotiable. LegalService declares the entity. Attorney and Person with bar credentials declare the practitioners. Organization establishes the firm entity. FAQPage binds the question-answer blocks for AI Overview eligibility. BreadcrumbList declares the hierarchy. Review and AggregateRating surface social proof — Model Rule 7.1-compliant, with the required disclaimers in the review excerpt where state rules require them.

Site architecture for legal: practice-area hub pages link down to city-level service pages, which link down to FAQ child pages. The category page (this one) sits above the practice-area hubs. Practice-area children sit beneath. City-level pages sit beneath that. Doorway-page penalties hit firms that try to spam city pages without unique content per city — the cure is local-context paragraphs (county courthouse name, regional statute idiosyncrasies, local case examples anonymized to AZ personal injury firm rather than to a named client).

Multi-location firms split between single-firm service-area-business setups and multi-office structures. Each office gets its own Google Business Profile, its own city-level page, its own citation stack, its own review velocity. We have inherited too many recovery projects from firms whose previous agency tried to run six offices on one GBP — Google does not allow it and the suspensions are not appealable.

Intake-form mechanics convert legal SEO traffic into signed retainers. Friction kills. A four-step intake form loses sixty percent of the traffic the three-step form retains. Call tracking with CallRail or WhatConverts ties phone leads back to the keyword and landing page that drove them — without it, the firm has no idea which SEO investment is actually paying.

Local SEO for Legal — Beyond Google Business Profile

Google Business Profile is necessary but not sufficient. The category-correct primary GBP categories matter (Personal injury attorney, Divorce lawyer, Criminal justice attorney — not the generic Legal services default). Service areas matter. Weekly Posts matter. Q&A seeded with the firm's own answers matters. Attorney photos on the profile outperform stock or logo defaults by a measurable margin.

The legal-directory citation stack drives a meaningful share of the local-pack ranking signal beyond GBP itself. Avvo, Justia, FindLaw, Martindale-Hubbell, Super Lawyers, Lawyers.com, and Nolo are the seven that move the needle in 2026. Bar-association citations matter too — state bar, county bar, and specialty bar (e.g., AAJ for plaintiff lawyers, ABA Family Law Section, AILA for immigration). Each citation has to declare consistent NAP — name, address, phone — and the citation depth is one of the easier wins on a new engagement.

Map-pack ranking factors for legal: proximity is half the battle and you cannot change it. Prominence (review velocity, citation depth, brand mentions) is most of the other half. Relevance (category accuracy, service-area accuracy, query-category match) is the layer most firms get wrong because the GBP setup happened five years ago and nobody has updated it since.

Neighborhood-level landing pages without doorway-page penalties is the discipline that separates the firms that win local from the firms that get filtered. The pattern that works: unique paragraphs per neighborhood naming the county court, the regional statute or precedent, the demographic context, and an anonymized case example. The pattern that fails: a templated city-level page with the city name swapped in and nothing else changed.

Content Strategy — What Wins in Legal SEO Right Now

The content patterns that rank in legal SEO in 2026 are not the patterns that ranked in 2020. AI Overviews are taking the top of the SERP for informational queries, which kills the long-tail informational blog post unless it is engineered for AI citation. Practice-area pillar pages of five thousand words and up are the workhorse asset — anchored to the practice-area hub, linked from city-level child pages, citation-heavy, FAQ-bound for schema eligibility.

Question-style H2s that mirror the real intake-call questions outperform topical H2s by a measurable margin. How long do I have to file an injury claim in Arizona? outperforms Arizona statute of limitations. The reader is asking the question; the page that answers the question gets the click and the AI Overview citation.

City-by-practice combo pages are the workhorse local asset. Phoenix personal injury lawyer is one URL. Tempe personal injury lawyer is another. Scottsdale personal injury lawyer is another. Each has unique local context — county court, regional statute, anonymized case examples — that survives a doorway-page audit. Each links up to the practice-area hub.

Case-results and verdict pages drive trust signal when they are Model Rule 7.1-compliant. The required prior results do not guarantee similar outcomes disclaimer must be present and prominent. Specific dollar amounts work when they are factual and substantiated. Vague millions recovered claims fail Rule 7.1 in most states.

Blog topics that drive signed cases are not what is a tort and understanding the legal system. They are what to do in the first 48 hours after a car accident in [state], how to choose a divorce lawyer in [city], and what questions to ask a criminal defense attorney before hiring. Top-funnel intent that maps to a real intake conversation, not a freshman law-school glossary.

Video, podcast embeds, and attorney bylines surface E-E-A-T signal hard. A two-minute video of the partner explaining the practice area, with a transcript published on the page, outperforms text-only blocks on the same topic. Podcast embeds (with transcripts) earn the same lift. Author bylines on every published page — with photo, bar number, year admitted, jurisdictions — are non-optional for YMYL.

AI Overviews, AEO, and Answer-Engine Eligibility for Legal Queries

Google AI Overviews trigger more frequently on legal queries than on almost any other commercial vertical because the queries are informationally complex and the corpus is structured around statutes, case law, and procedural guides. The implication is that the page that earns the AI Overview citation captures a measurable share of the click that used to go to the organic top result.

Answer-first paragraph engineering is the core craft. The first paragraph after the H2 has to answer the query directly, in the reader's vocabulary, in two to four sentences, before any context or supporting evidence. How long do I have to file a personal-injury claim in Arizona? The page that opens with In Arizona, you generally have two years from the date of the injury to file a personal-injury claim under A.R.S. § 12-542. Exceptions apply for minors, discovery-rule cases, and claims against governmental entities. gets the citation. The page that opens with Time limits for filing legal claims are an important topic for anyone considering legal action does not.

Schema combinations that earn AI citations on legal queries: FAQPage plus LegalService plus Attorney with hasOccupation.qualifications declared. HowTo schema for procedural pages (e.g., how to file an EEOC charge) earns citations on the procedural-intent queries. Article with author resolving to a Person schema with bar credentials matters for YMYL grading.

ChatGPT search and Perplexity referral patterns differ from Google AI Overview patterns. ChatGPT favors authoritative-sounding answers from .gov and .edu domains plus a handful of trusted commercial sources (Nolo, FindLaw, Justia). Earning citations on legal queries in ChatGPT means earning the authoritative-source signal — author credentials, statute citations, court-opinion links. Perplexity surfaces a wider pool but ranks on the same authority signal.

The agencies that claim AI-Overview optimization without showing the citation logs are running on theory. The work is measurable — you either appear in the citation stack or you do not.

Link Building and Digital PR for the Legal Vertical

Legal link building in 2026 is source-driven journalism plus bar-association content plus practice-specific link assets. The HARO landscape collapsed when Cision pivoted the product; the replacements that work for legal commentary are Qwoted, Featured (formerly Help A B2B Writer), and ResponseSource. We pitch attorney commentary on local news stories — a Phoenix New Times story on a high-profile case, an AZBigMedia piece on a regulatory shift, an Arizona Republic explainer on a new statute — and the placements compound.

Local press placements move the needle harder than national placements in most legal verticals because the buying decision is local. A Phoenix Business Journal piece quoting the firm's partner on AZ employment-law changes outperforms a Forbes contributor piece on national employment-law trends, for ranking the firm's employment lawyer phoenix keyword. Domain authority is not the only signal — topical relevance and geographic relevance compound.

Bar-association content contributions are the most underused asset in legal SEO. State bar journals, county bar newsletters, and specialty-section publications (ABA Family Law Section magazine, AAJ Trial magazine) accept attorney bylines on substantive topics. The byline earns a link, the link earns a citation in the legal-source corpus, and the corpus citation earns AI-Overview eligibility downstream. We build CLE bylines for every senior partner on every engagement we run.

Practice-specific link assets — verdict trackers, statute calculators, deadline tools — are the asset class that earns links without outreach. A statute-of-limitations calculator that returns the deadline for which state / which claim type combinations earns dozens of citations from law-school resource pages, paralegal blogs, and consumer-rights sites. We build them once per practice area and they earn for years.

Link-broker garbage, PBN whispers, and "guest post packages" from offshore agencies — the things that the cheaper end of the legal-SEO market still sells — earn manual actions in 2026. The Google manual-action team is more aggressive in legal than in almost any other vertical because the YMYL grading bar is higher. We have inherited two recovery projects this year from firms whose previous agency built a PBN. Both are still recovering.

Measurement — KPIs That Map to Signed Cases

The ranking metric that pays the firm's bills is not a keyword position. It is a signed retainer. The discipline of legal SEO measurement is connecting the keyword to the click to the form-fill or call to the consult to the signed case. Every stage has to be measurable and attributable.

Keyword rank is the leading indicator. We use Semrush plus Google Search Console for organic ranking and BrightLocal plus GBP Insights for local-pack ranking. The disciplined approach tracks practice-area-by-city ranking grids, not single-keyword scoreboards. Personal injury lawyer on its own is a vanity metric. Personal injury lawyer phoenix plus personal injury lawyer tempe plus car accident lawyer phoenix tracked across a fifty-keyword grid is a real measurement system.

Click-through from the SERP is the next stage. Search Console click data, segmented by query category and landing page, exposes the pages that rank but do not earn clicks — the title-tag and meta-description rewrite opportunities.

Form-fill and call attribution is the layer most firms skip. CallRail or WhatConverts deploys dynamic call-tracking numbers per channel, per landing page, per keyword. Form-submissions attribute through GA4 plus GTM to the originating keyword and landing page. Both sources feed into the CRM — Clio Grow, Lawmatics, MyCase intake — where the consult-to-signed-case conversion happens.

The trap is the rank without revenue report. The agency shows ranking lifts month over month, the firm sees no new signed cases. Usually it is one of three problems: the keywords are wrong (too high in the funnel, no commercial intent), the landing page is wrong (no intake form above the fold, or a four-step form that loses sixty percent of fills), or the intake process is wrong (no after-hours coverage, slow callback, no triage). The agency that owns the full attribution stack catches all three. The agency that ships PDF ranking reports catches none of them.

Reporting cadence: a real Google Search Console dashboard the client logs into anytime, a real GA4 funnel the client can explore, and a monthly forty-five-minute call walking through what changed and why. No fifty-page PDF nobody reads. The clients who stay past month nine — past the SEO compounding inflection point — are the clients who can see the numbers in real time, not the clients who get a PDF every month.

Timeline — What to Expect Month by Month

Days 0 through 30 are the audit and foundations phase. The ABA Model Rule review of every page on the site. The schema audit and rebuild. The Google Business Profile claim, category correction, service-area verification. The citation-stack audit across Avvo, Justia, FindLaw, Martindale-Hubbell, Super Lawyers, and the state and county bar directories. The Core Web Vitals baseline measurement and the third-party-widget audit. No new content yet — the foundation has to be sound before content lift compounds.

Days 30 through 90 are the content-build and technical-fix phase. Practice-area pillar pages launch. City-level service pages launch where the volume justifies. The NAP cleanup completes across the citation stack. The technical fixes ship — schema deployments, Core Web Vitals remediation, intake-form rebuild for conversion. The first AI Overview citations start to land.

Days 90 through 180 are the link velocity and AI-Overview targeting phase. Bar-association bylines start to publish. Source-driven journalism placements compound. Practice-specific link assets (statute calculators, deadline tools) launch and start to earn citations. The first signed-case lift appears in the CRM — usually month four or five, not month two, regardless of what the agency selling you the package promised.

Days 180 through 365 are the compounding-ranking and map-pack-consolidation phase. The pillar pages start to dominate. The city-level pages start to capture map-pack share. The AI-Overview citation share grows. Cost-per-signed-case starts to fall through the floor relative to PPC. This is the inflection point that pays out the engagement.

Year two and beyond is category dominance and moat defense. The work moves from acquisition to retention of position. New competitors enter the SERP every quarter; the moat has to be defended through fresh content velocity, link velocity, and review velocity. The firms that won year one and quit at month thirteen lose year two to the firms that kept building. The discipline does not stop.

Choosing a Legal SEO Partner — What to Demand and What to Avoid

There are real operators in this market and there are pretenders, and the difference is visible in the first sales conversation. The red flags: rank guarantees, undisclosed PBN strategy, a sales process that disappears after the contract is signed, no ABA Model Rule review of the existing site, no named team on the agency's own website, no transparent pricing, twelve-month minimum contracts. Scorpion, Justia, FindLaw, PaperStreet, LawRank, Rankings.io, and On The Map Marketing are the names that surface most often in the category — each has its own strength profile, and we have inherited recovery work from clients of every one of them, just as we have inherited recovery work from clients of agencies we have never heard of.

The green flags: case studies in your specific practice area with real numbers (not we helped a client in the legal vertical), an in-house legal-writing team that has done CLE bylines, a transparent monthly retainer with no surprise add-ons, an ABA Model Rule audit included in the first thirty days, a real Google Search Console dashboard you log into anytime, no twelve-month contracts, a named team with real LinkedIn profiles.

Questions to ask in the first call: Show me a homepage rewrite you did to bring an existing site into Model Rule 7.1 compliance. Show me an AI-Overview citation log for a current client. Show me a CallRail attribution report tying a signed case back to a specific keyword. Who specifically writes the content? Are they an attorney? Are they an attorney admitted in our state? Agencies that answer in concrete artifacts pass the test. Agencies that answer in buzzwords fail.

Pricing reality: legal SEO retainers cluster between $3,000 and $25,000 per month across the agency landscape in 2026. Below $3,000 is solo-attorney coverage and tends to mean a templated content mill. Between $3,000 and $7,500 is mid-market firm coverage with real content velocity but limited link-building. Between $7,500 and $15,000 is mid-to-large firm coverage with integrated link-building and PR. Above $15,000 is enterprise coverage with multi-location complexity. Our published Rule27 retainers cover the $3,000 to $20,000 range depending on scope.

Legal SEO FAQs

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The firms that win the next decade of legal SEO are the firms that treat the discipline as a category to dominate, not a service to outsource. Rule27 ships the playbook and the execution. Phoenix-based team, named on the site, AZ-built with national reach, ABA Model Rule 7.1 and AZ ER 7.1 through 7.5 audit on every page we ship. Transparent retainers, no twelve-month contracts, monthly reporting you log into. Book a thirty-minute strategy call and we will tell you whether the moat is buildable from where you are today.