Jay Berkowitz, Ten Golden Rules — From Early Internet Marketing to Local SEO Power Plays
Jay Berkowitz is the Founder & CEO of Ten Golden Rules, an agency focused on internet marketing for law firms. In this Clicks & Bricks episode (#265), Jay traces his path from scaling eDiets.com to $40M in revenue to codifying timeless digital principles—the “Ten Golden Rules.” He breaks down what’s changed (and what hasn’t) in performance marketing, with practical, local-first tactics any service business can use today.
Jay matters because he’s lived every stage of digital—from 2002 banner-buying at massive scale to today’s measurable, retargeted, and review-driven landscape. His advice blends strategy with step-by-step moves that drive leads now, especially for local providers.
Key Takeaways from the Episode:
Own Google’s newest real estate: Local Service Ads (Google Screened/Verified) sit above paid search and maps and are pay-per-lead—not pay-per-click. If you’re not in LSA, you’re “playing with only 60% of the deck.”
Win the Maps 3-Pack: Optimize your Google Business Profile—stack reviews, post updates, add photos/videos, answer Q&A. The 3-Pack often appears above organic SEO and below LSA/paid.
Build a UVP that converts: Offer a high-value engagement (“ethical bribe,” asset magnet) to push conversion rates beyond the typical 1–2%—think calculators, downloads, or manifestos.
Retarget to stay top-of-mind: Remarketing transformed “email-or-nothing” into multi-touch follow-up—those sneakers (or service offers) “follow” prospects for days.
Niche to get great: “It’s very hard to be an expert at everything.” Ten Golden Rules narrowed to law firms—proof that specialization sharpens process and outcomes.
Memorable Quote:
“One thing I found was it was very, very hard to be an expert at everything.”