Artificial Intelligence (AI) has dominated the headlines when it comes to Search Engine Optimization (SEO). An innovative tool designed to help searchers find the answers to their questions faster, it has influenced how online searchers interact with SEO-powered content on Search Engine Results Pages (SERPs).
For law firms that have invested time, effort, and money into SEO, this has created a more complicated situation. The addition of AI Overview and AI Mode to Google Search has made it more difficult for law firms to reach potential clients with their content and has forced many to look for ways to survive the AI squeeze and find ways to win when organic clicks drop.
Civille may be able to help law firms adapt to the situation and improve their SEO practices with this overview that highlights how AI Overview and AI Mode impact SEO and how law firms can adapt to the new online reality.
Contact Civille today to learn more about our digital marketing services and find out how we can make a difference for your law firm!
READ MORE: How To Measure AI Success for Your Law Firm
How Does AI Have a Negative Effect on Law Firm SEO?
The first step to addressing this challenge is having a better understanding of how AI is impacting SEO and website health for law firms. Google AI Overview has changed how online searchers interact with content in Google Search by providing an AI-powered answer to search queries by collecting information from online resources — that can include your own content.
Analysis of search behavior before, during, and after AI Overviews were added to SERPs has shown that many websites with content that ranked at or near the top of search results have seen a drop in Click-Through-Rate (CTR) and other metrics. With basic answers to queries presented in the AI Overview, fewer online searchers are clicking on the pages that are being used to source the answer — which translates to less organic traffic for law firms. This makes it even more critical for law firms to create valuable content that is used as a resource for the AI Overview. Websites listed as a resource for AI Overview answers saw 1.1x – 3.2x more clicks than websites that were not used as a source.
Here is a better look at how AI has a negative impact on law firm SEO:
Reduced Clicks and Organic Traffic
Potential law firm clients that have a basic legal question and need a simple answer may find the information that they need in the information provided by the AI Overview. This new reality leads to fewer clicks and lower Click-Through-Rates on informational law firm SEO content — even if it is at the top of the rankings.
Loss of Brand Authority and Voice
In the past, high-quality SEO content helped you create a voice for your law firm and establish your law firm as a legal authority in specific practice areas highlighted by your SEO content. With the AI Overview feature drawing information from multiple sources to provide general answers, it can be more difficult for law firms to establish brand authority and voice with SEO content.
Lower Engagement Metrics
Basic answers to informational queries online that are provided by AI Overview lack the same substance provided by SEO content created by law firms that are experts in their field. The basic answers to searcher queries translate to lower engagement metrics like Click-Through-Rate, Engagement Rate, Time on Page, and Session Duration. This can be viewed by the algorithm as a sign of low-quality content and can have a lasting impact on website rankings.
Risk of Disinformation
Information for AI Overview responses can come from anywhere and those sources are not always accurate or updated. If the sources used for these AI-powered answers are inaccurate, it can provide answers that are flawed — or just wrong — that when conflated with information sourced from your law firm’s content can damage your website’s ranking and reputation.
READ MORE: How To Create the Best Leads for Your Law Firm in 2026
How Can Law Firms Improve Clicks When AI Effects SEO?
The truth is — we are in the middle of a tech renaissance with the advent and development of Artificial Intelligence (AI) that impacts many aspects of our day-to-day lives. Including how we search for and find information online. While features like AI Overview and AI Mode can have a tremendous impact on law firm SEO, those law firms can adapt to the future and make changes that improve clicks and other valuable metrics.
Here is a closer look at how law firms can improve clicks in the new AI-powered age:
Create More In-Depth Content
The basic nature of AI-powered answers in Google Search makes it even more important for law firms that create their own SEO content to focus on in-depth content that provides answers to more complex questions. This may mean targeting keywords that are more complex than simple queries like — What is Liability — and instead focuses on keywords like Am I Liable for Actions Committed by Employees? This deeper and more in-depth content highlights your law firm’s expertise in select practice areas and lends credibility to your law firm both with potential clients and search algorithms.
Optimize Your Content for Direct Answers and AI Overviews
A viable content strategy that law firms can employ is to optimize their content for direct answers and AI Overview responses. Google prioritizes content that shows Experience, Expertise, Authoritativeness, and Trustworthiness and the content you create needs to demonstrate these qualities. You can accomplish this goal by including case studies, client success stories, and more that demonstrate that your law firm is an authority in that practice area. Law firms can also create content that directly answers common questions or targets featured snippets and AI Overview answers with clear headlines and concise information.
Prioritize Transactional Content
AI Overview has had the biggest impact on informational content that is focused on simply answering search queries. Law firms can counteract this impact by prioritizing transactional and conversion-focused content. Create landing pages that target specific legal services for legal clients in a local area and provide clear information and evidence that can include client testimonials or case reviews. This type of content targets online searchers who need direct help — rather than just basic information. This content should put focus on calls-to-action and other on-page elements that help establish contact and a relationship with potential clients.
Employ Additional Digital Marketing Strategies
Search Engine Optimization is a proven online marketing strategy for law firms — but the continued development of features like AI Overview has impacted how SEO benefits law firms. This makes alternative digital marketing strategies even more valuable for attracting potential legal clients. This may involve investing in Google Ads and other forms of paid advertising, leveraging social media and marketing platforms like LinkedIn, and maintaining a presence on legal directories. Law firms that don’t put all of their eggs in one basket will find success in other areas.
READ MORE: Managing AI Access to Your Law Firm Website
Have you seen a decrease in clicks and engagement in the last year for your SEO content? The development and implementation of AI Overview and similar AI-powered features by Google may be the reason why. This has forced many law firms who have used SEO to drive traffic to their website in the past to revisit their digital marketing strategies — and Civille is here to help. These new digital marketing strategies can help law firms survive the AI squeeze and get wins when clicks drop.
Contact Civille today to find out how we can help you reach potential clients online with smart digital marketing strategies!
