According to the Chicago Tribune, a Chicago attorney has used the novel idea of registering with search engines to allegedly troll for clients in the wake of the Chicago E2 and Rhode Island Station deaths. I tried it using the search terms "E2 nightclub, and I couldn't find the lawyer's ad in the first 80 hits.

James J. Grogan, chief counsel of the Illinois Attorney Registration and Disciplinary Commission, said the firm's marketing seems similar to lawyers sending direct mail or buying newspaper ads soliciting clients who have suffered from tragedy, a constitutionally protected form of speech. That sounds about right to me. And besides, if your ad doesn't pop up in the first few hits, what's the point, anyway? Interesting idea, though.