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Penguin? What's that? Don't worry if those are the first three words out of your mouth. Unless you -- like those of us at FindLaw -- spend all of your day worrying about search engine optimization and other online marketing buzzwords, don't feel bad that you don't know about Penguin.

In the wacky world of online marketing, it's important to know not only how to market, but how the marketing system itself works. Penguin is, for better or worse, a part of this ecosystem, and Google updated it earlier this week.

Here's why this matters for lawyers:

In case you weren't aware, today is National Dictionary Day. We've been talking a lot about legal marketing and how solos and small practices can do it more effectively. But sometimes, there's a tendency to get loaded down in jargon, which can put people off.

You've undoubtedly heard of things like a "click-thru" and "SEO," but you may not have known what the heck is going on. So what do all of these marketing words mean?

Here are seven that every lawyer should probably know:

Amal Alamuddin. Amal Clooney. Amal Alamuddin Clooney. This whole marriage thing can get a bit confusing, right?

It's even more confusing for clients and the court, which is why the decision about whether to practice law under your maiden or married name is pretty darn important. There's the marketing and name recognition aspect. There are ethics considerations too. And, of course, the convenience factor: changing firm names, business cards, websites, and letting clients and the court know.

Maybe hyphenation is in order?

Part of the reason you're doing all the networking we keep harping about is so that you can get referrals from other lawyers. Like your friend the tax attorney who knows a guy who knows a guy who needs a personal injury attorney -- like you.

New lawyers especially might not know how to navigate referrals, so we've provided this handy guide so that you know how to take advantage of referrals -- and do it without violating any laws.

Web design: Many have tried, and nearly as many have failed miserably. And while a do-it-yourself site, with a barely recognizable color scheme and misspelled words might be OK for your local hobby group, a lawyer's professional site demands quite a bit more. It needs to be clean, modern, and as mistake-free as possible.

And it really, really can't have any of these things:

What is LinkedIn for? Is it for recruiters? Job seekers? Is it a social network? Yes, it's all of those.

One way that LinkedIn adds value is through its "groups," which are bulletin board-style groups that occasionally post messages. If you're a legal professional who wants to use LinkedIn to its fullest, then you've got to be a member of groups. And if you're going to be a member of groups, then you've at least got to be a member of these 10 groups:

Colors matter. Scientists know this from years of studying the effects of color on people. Color can effect clients' perceptions of you because different colors evoke different emotions. Do you want your client to think you're aggressive? Or do you want your client to trust you?

Color is also important in branding; for example, when you see a particular shade of blue on a website, you may think of Facebook. When you see red cans in the soda aisle, you probably think of Coca Cola. So what messages are you sending with your colors? (And more importantly, did you even think this was important? 'Cause it is.)

TV commercials are an integral part of lawyer advertising and marketing. If you go too far outside the mainstream, people will make fun of you (and we have).

On the other hand, some standbys of lawyer TV ads are so trite and overused that they've become parodies of themselves. Don't you fall victim to that! (Points out of monitor at reader.) If you're going to do TV advertising, do your best to avoid these five silly stereotypes:

Much like the stupid local Pizza Hut TV commercial I mentioned earlier this week, there was always a second commercial that played during afternoon cartoons that I could recite by memory: Rubins, Kase, Rubins, Cambiano, & Bryant, "Because There's Strength in Our Numbers."

So cheesy -- yet so memorable, especially when it plays on television 87 times per day. But they've got nothing on the Internet champ: the legend Lowell "The Hammer" Stanley.

What do these legends, and many other lawyer marketing legends have in common? They all have a gimmick -- a nickname or slogan.

So you want to get your law firm's name out in the community, but you also want to help the community. Why can't you do both at the same time?

Like the Invisible Hand, you can do one while necessarily doing the other. Here are five ways you can help the community while providing a little plug for yourself: