AI is changing search – and Google is reacting.
With the recent trends that show the younger demographic using TikTok and ChatGPT essentially as a search engine, we now see Google announcing some big moves with AI Overview and now AI Mode.
We recently ran a case study and wrote about how Google is giving AI content a low quality score. But the other side of the coin involves how AI is treating the results it still finds valuable, and the results have been a little startling for SEOs. It has been reported that click-through rates (CTR) have dropped by nearly 30% for certain types of search queries, as users increasingly get answers directly from Google without clicking on traditional links.
For many publishers, this signals a shift toward less traffic and fewer opportunities to earn clicks.
But for law firms? This shift could represent a strategic advantage — if you’re positioned correctly.
What Is AI Overview?
AI Overview is Google’s generative AI feature that appears at the top of some search results. It uses large language models to provide direct answers to user queries and often cites sources for its summaries.
This means some users are getting the information they need – like definitions, legal timeframes, or next steps – without scrolling further. It’s the new frontier of “zero-click search.”
The SEO Industry’s Concern: Fewer Clicks
The drop in CTR is real, particularly for informational searches. For content-heavy websites that rely on page views or ad impressions, it’s a cause for concern.
And possibly even more concerning from an attribution standpoint is that there is currently no way to attribute the traffic a site does get from the AI Overview result.
But this doesn’t paint the full picture – especially for legal websites. Law firms don’t just want clicks. They want qualified leads and trust. That’s where AI Overview offers a unique opportunity.
Why Law Firms Should See AI Overview as a Win
Your Firm Can Be Featured as a Trusted Source
AI Overview frequently cites credible, high-authority content. If your firm is publishing well-structured, accurate, and insightful content on common legal questions, you could be the cited source in the AI-generated answer. That’s premium visibility – even if the user doesn’t click right away.
There are also a variety of ways that AI Overview currently displays the results, with links, citations, and even attached site links for website results that it doesn’t pull information from directly (or doesn’t appear to).
People Still Need Legal Help
Even if a person gets an AI-generated answer to “What’s the statute of limitations for medical malpractice in Illinois?”, they’re not resolving the case on their own. Legal matters are high-stakes and complex. Being visible at this early information stage puts your firm top of mind when it’s time to act.
The most valuable cases are still going to come to your firm as they always did. And if you weren’t previously ranking for something highly competitive that you want to be ranking for, this move to AI-prominent search offers a fresh opportunity.
AI Favors Expertise
Google’s AI models lean heavily on content that demonstrates Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). That’s a natural advantage for law firms. Your credentials, case results, and educational content are exactly the types of signals Google wants to see.
And given that the bar of content authority has just been raised, make sure you are using your legal expertise to put the right information out there, or utilizing a service that makes sure the content is written by legal professionals.
What Should Your Firm Do Now?
- Optimize for AI Overview Inclusion
Focus on structured, scannable content that directly answers specific legal questions. Use schema markup and keep information up-to-date and jurisdiction-specific. - Prioritize FAQs and Explainers
Pages that answer “Can I sue for X in Y state?” or “What happens if…” are great candidates for AI Overview citations. - Keep Your Brand Front and Center
Make sure your firm name, location, and contact info are prominent and consistent across your site. If you’re cited in the Overview, you want users to remember who you are.
This Isn’t the End of Legal SEO – It’s a Shift, and Opportunity
Yes, overall search traffic may decline in some areas. But attention and trust haven’t disappeared; they’ve just moved higher up the page. Being featured in AI Overview means your firm becomes a trusted voice, not just another blue link.
At Civille, we help law firms position themselves for this new era of search. From AI-ready content to conversion-optimized websites, we make sure your firm doesn’t just keep up – it stands out.
Talk to us today about how to get your firm ready for AI-driven search.
