We all know and love Google. It is a valuable tool for finding information on the World Wide Web and it continues to grow and improve every day with new and innovative search tools — but what does that mean for businesses, companies, and services that rely on it to reach their customers and clients?
The advent and growth of Artificial Intelligence (AI) has changed the game and Google’s AI Mode is an added aspect of Search Engine Optimization (SEO) that website and content providers need to know and understand. The Google AI Mode compiles information based on your inquiry to provide you with a conversational answer created by AI — instead of a list of links to content. These AI-curated search result summaries and answers have changed how people search for and find information online.
Law firms that are trying to reach more potential clients online with Search Engine Optimization strategies across their websites want to know — how is Google’s AI Mode affecting law firm search? We want to help answer that question and more about Google AI tools at Civille.
Contact Civille today for more information about our law firm websites and digital marketing services!
READ MORE: How Do AI Overviews Change the Google Map Pack?
4 Ways Google AI Mode Affects Search Results for Law Firms
The latest AI-powered technology employed by Google has had a tremendous impact on search results and how potential clients get their information online. Google AI Mode sets itself apart from Google AI Overview by citing sources within the AI-generated answer — without including organic search results — and still includes paid ads within the answer to the query.
In addition to the AI-powered answer — the Google AI Mode provides additional capabilities and benefits. Deep Search provides more in-depth information with cited sources for searchers. Live is built to provide real-time answers and provides audio and video results. Agentic capabilities provide results for task-based searches that have a specific goal. Shopping AI-powered capabilities excel with online shoppers, providing curated ecommerce results. Personal Context is an added facet of AI that looks at past Google searches or your connected apps to enhance the search results.
This innovative solution can provide answers for many Google searchers and potential clients for law firms — but has a significant impact on how law firms and SEO providers need to approach websites and content. Here is a better look at how AI affects SEO for law firms:
1. Search Visibility
Google AI Mode has a significant impact on search visibility. AI Mode provides a wealth of information with cited online resources — but without the more obvious links direct to your website or content there can be decreased visibility — and Click-Through Rates (CTR) have lowered by an estimated 34.5% with Google AI Mode.
2. Search Traffic
Many website providers and SEO specialists have seen a decrease in website traffic that correlates with the implementation of Google AI Mode. When online searchers are provided with an AI-cultivated answer on the Search Engine Results Page (SERP) they may not click on the provided links for additional information and data has shown that some sites have lost 20% to 60% of website traffic from Google.
3. Search Analytics
It can be a challenge to track search analytics related to Google AI Mode and Google AI Overview. Basic data for these AI-powered tools is available via Google Search Console — but it is difficult to determine where the traffic is coming from, whether it is organic search, AI Mode, or AI Overview.
4. SEO Strategies
How SEO specialists create strategies will change with the increased implementation and development of Google AI features, like AI Mode. Websites and content will need to be optimized and adapted to be more accessible and prevalent in Google AI Mode search results. This will impact original content, how content is read, and how content is formatted.
READ MORE: Build a Law Firm Brand that Stands Out Online
How Can Law Firms Adapt SEO Strategies to Google AI Mode
When you have a better and clearer understanding of how Google AI Mode works and how it impacts SEO and search results, you can find ways to adapt your own strategies and website content to meet the changing online environment. Here are ways you can adapt your law firm’s content and strategies to see better results with Google AI Mode and be cited as a key legal resource online:
1. Write Focused Legal Content
When searchers type a legal question into the Google Search bar, it is important that they get a clear and direct answer. Law firms that create SEO content that directly answers FAQs from potential clients will see better results and find their content cited more frequently in Google AI Mode.
2. Use Easy-to-Understand Legal Language and Cite Sources
Google AI Mode puts an emphasis on accurate and easy-to-understand content. Law firms that create online content need to provide legal evidence and sources within their content when it makes sense and use language that is easy to understand for potential clients that come across your content. In short — make your content sound and feel human — not like a bot.
3. Monitor and Audit Online Content
Where does your website and content show up in searches? Which content is successful? Perform an audit of your content to see which content is cited by Google AI Mode search results and why — and then you can work to replicate similar content. Google Search Console, RankMath, SEMrush, and Ahregs are great tools to help audit content.
4. Structure and Update Content
Relevant headings and subheadings in your content makes it more searchable via Google and Google AI Mode has been shown to prefer content that answers questions with relevant paragraphs rather than bullet point lists. Restructure your content templates to make formats more attractive to Google AI Mode and if an older blog has performed well, it is a good idea to update the content to a more modern format.
5. Link Website and Blog Content
When you are writing content for SEO, it is important to illustrate to Google that your law firm is an expert in that practice area and a trusted resource for that specific legal topic. By linking practice area pages with relevant content, you create a larger library of content for Google AI Mode to cite within its answers.
READ MORE: How To Improve AI Search with Organic Content
Are you looking for a website provider for your law firm? Are you looking for ways to update your online content? Civille may be able to help.
Civille provides custom law firm websites that implement the latest SEO strategies to help your law firm succeed and reach more potential clients online. We can provide answers about how Google AI Mode affects law firm search and can help adapt your website, content, and strategies to meet your goals. We are here as a trusted resource that can provide digital marketing, analytics, lead enhancement, and more for your law firm.
Contact Civille today to learn more about the services we provide for law firms!
