1. Set the geographic boundary before reviewing stories
Budd Lake is recorded as a CDP in Morris County, New Jersey. A Budd Lake law firm may also serve people elsewhere in Morris County or throughout New Jersey, but those are different geographic claims and should not be blended into one page. A story about a New Jersey statute may be relevant statewide; a report about an incident in Morris County may require more careful wording; a story outside the firm’s service area may not belong at all. Bosseo’s public Legal News description says its service matches stories to a firm’s practice areas and state. That makes geographic judgment an important part of implementation, rather than a reason to assume local demand.
Recommended approach
Ask Bosseo to show how your firm’s coverage boundary would be represented. Decide whether pages should discuss Budd Lake, Morris County, New Jersey, or another clearly defined area. Do not describe a story as local merely because it concerns New Jersey, and do not use the Budd Lake population estimate as evidence that a topic will produce inquiries.
