Have you implemented an SEO content strategy for your law firm? Have you seen lower numbers in your Google Analytics and reports in the last few months? Have you wondered if your law firm SEO is failing or if Google is changing the rules?
We understand how alarming it can be to look at your analytics and see red numbers — but data has shown that you do not need to slam on the brakes for your SEO strategy. Industry alarmists would have many believe that changes to Google, like AI replacing traditional SEO, have led to a 25% – 60% decrease in organic search traffic. The reality is and the data shows a much smaller and more modest decrease.
A recent study by Graphite used Similarweb data to examine more than 40,000 of the largest websites in the United States, comparing analytics from February-December 2024 with analytics from January-November 2025. The data from this large-scale study showed a modest 2.5% decrease in year-over-year organic SEO traffic — not the massive decline that some have claimed. The data showed that larger top 10 websites actually saw a 1.6% increase in organic search traffic and declines were primarily relegated to mid-size websites in the top 100 to top 10,000 range. Google statements in August 2025 support the data, stating that organic click volume from Google Search remained “relatively stable year over year.”
This data is evidence that there is no need for law firms to hit the panic button and abandon SEO strategies — but the changes to Google and SERPs may mean you want to adjust and adapt your strategies. With a deeper look at how Google has changed SEO strategies in the last year, you can gain a better understanding and develop new SEO strategies to help your law firm continue to grow its presence online.
READ MORE: 10 Predictions for Law Firm SEO in 2026
How Has Google Changed SEO Rules in 2026?
Search Engine Optimization strategies continue to grow, adapt, and change — with changes to Google SEO driving much of that change. The most recent change to Google SEO is a move toward AI-focused Generative Engine Optimization that prioritizes user intent and other factors, and moves away from keyword-focused SEO. With this new emphasis, AI Overviews have become a focal point, emphasizing concise and authoritative content while capturing an estimated 30% – 40% of clicks and resulting in more Zero-Click Searches where searchers get immediate answers to basic queries.
Here is a better look at key ways that Google SEO is expected to change in 2026 and beyond:
Emphasis on AI Overviews
Updates to Google SEO have put an emphasis on AI Overviews in search. The focus of AI Overviews is on providing clear, concise, and accurate answers to search queries with easily-digestible content. SEO content that prioritizes clear, concise content will earn AI Overview citations and more clicks.
EEAT Content with Transparency
Google has shown that it places incredible value on Experience, Expertise, Authoritativeness, Trustworthiness, and now Transparency when it ranks content. The online content that exhibits these key characteristics via brand authority and real-world reputation can be expected to perform better.
Emphasis on User Intent
The updated Google SEO rules put a clear emphasis on content that prioritizes user intent with a deeper look at context. The refined Google BERT algorithm is used to better understand the context and meaning behind specific search queries and the content that attempts to address the meaning behind a search, rather than just the keywords, will perform better.
Real-Time Monitoring and Quick Updates
Law firms that employ SEO strategies know that Google SERP rankings can change every day, which has taken some of the value away from periodic reporting. This makes it important for SEO and content specialists to keep a close eye on analytics and visibility for changes and react quickly to updates to the Google algorithm. Law firms that react quickly will see positive results.
How Can Law Firms Adapt SEO Strategies to Google Changes?
It is inevitable that Google will continue to evolve and change how it ranks your online content — but law firms that adapt their SEO strategies to fit new standards will continue to see success and drive real-world success. Here is a better look at how law firms can adapt their SEO strategies to match the Google SEO changes we have seen in 2026.
Focus on Content Optimized for AI Overviews
With the advent of AI Overviews in Google Search, more and more queries result in Zero-Click Searches with answers to basic questions provided by the overview. Law firms that prioritize SEO content that provides clear, concise, accurate, and authoritative answers to searchers’ legal questions will find that their content shows up in more AI Overviews and is much more likely to be quoted in the overview.
Create Intent-Focused Content
In an online era where Google is more focused on context and intent, it is important that law firms adapt SEO strategies to create human- and intent-focused content. In-depth content that addresses the searcher’s intent, addresses specific issues related to the query, and shows authority on the topic will see positive results. With content that focuses on the human element of SEO, law firms have the potential to reach more clients that need legal help.
Emphasize EEAT Content
How can your law firm better demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness on your website? This is an important question to ask and answer with the changes to Google SEO rules. Put an emphasis on SEO content that demonstrates these ideals — like up-to-date attorney bios, recent case results, and content that is written or reviewed by known attorneys.
READ MORE: How Can Law Firms Win When Clicks Drop?
Do you have questions about how Google views SEO? Do you have questions about why you have seen changes in your Google Analytics? Recent updates to Google SEO rules and decreases in key analytics may have you asking — is my SEO failing or is Google changing the rules?
Don’t hit the panic button just yet. This in-depth overview provided by Civille and backed by real-world research may help answer your questions — and with a deeper understanding of the changes to Google SEO, you can develop new SEO strategies that will help your law firm continue to succeed.
Contact Civille today to learn more about our custom law firm websites and digital marketing services for law firms!
