Peter Boyd is an attorney and the Founder of PaperStreet. He has helped 2,000 law firms with their websites and marketing.
Have you noticed Google Search has gotten a lot more helpful lately? AI-generated summaries now appear at the top of the screen, often giving you exactly what you need without clicking any further. Convenient, isn’t it? Your potential clients think so too.
Google’s Search Generative Experience (SGE) is the next evolution in search. While SGE enhances user experience, it also may mean fewer direct visits to your website. Firms that want to stay competitive must rethink their strategies.
What Is Google’s Search Generative Experience (SGE)?
Traditionally, search results displayed a ranked list of websites. While featured snippets and knowledge panels provided quick answers, users had to click on a result to get details. Search engine optimization (SEO) focused on optimizing content to gain a higher ranking in these results.
In May 2024, Google rolled out AI Overviews using SGE. These AI-generated summaries appear at the top of search results, giving users instant answers without needing to click through to websites. The goal is no longer to be first on the list. It is to be the source cited in the AI Overview.
Four Ways SGE Will Impact Law Firm Marketing
Here’s how SGE is impacting law firm marketing:
#1: Changing How Potential Clients Find a Law Firm
Your clients’ search behavior has changed. It isn’t the first time. It probably won’t be the last. Your acquisition strategy must change to meet the new reality. Not acknowledging this shift is the digital equivalent of buying a larger Yellow Pages ad. It may feel comfortable, but it won’t work.
#2: Making Local Search More Important
Google’s AI relies heavily on location-based details when people search for a lawyer. This means law firms with a strong presence in Google’s local listings and reviews are more likely to appear in search results. If your firm’s local profile is weak, it may become harder for potential clients to find you.
#3: Making Quality Content More Important
AI-powered search favors content that is in-depth, well-structured, and written by true experts. Simple blog posts that scratch the surface won’t cut it. Google’s AI looks for clear, authoritative answers to legal questions, detailed explanations, and real-world examples. Firms that produce well-researched content have a greater chance of being featured in AI-generated search results.
#4: Changing the Way SEO Works
Traditional SEO focused on ranking high in search results. With SGE, the focus is ensuring Google’s AI pulls your firm’s content into its answers. This means quality matters more than quantity. Having well-organized, expert-driven content is key. Instead of chasing rankings, firms should aim to become the go-to legal source for AI.
Four Actionable Steps for Law Firms to Stay Competitive
#1: Audit and Update Existing Content
Evaluate your website content through an AI lens. Ask: “Would Google consider this the definitive resource on this legal topic?”
- Reorganize content to directly answer common legal questions.
- Use clear headings that match natural language queries.
- Convert general pages into resources on specific topics.
- Structure articles with proper headings, subheadings, and schema markup.
AI values depth, not just keywords. Ensure your content is authoritative and comprehensive.
#2: Strengthen Google Business Profiles and Local SEO
Your Google Business Profile is a potential client’s first impression of your firm. Optimize it by:
- Keeping all details (hours, services, locations, and photos) accurate.
- Soliciting and responding to client reviews, even negative ones.
- Adding detailed service descriptions highlighting practice areas.
- Ensuring your name, address, and phone number (NAP) are consistent across all platforms.
A strong profile improves visibility and builds trust with prospective clients searching for legal services.
#4: Implement AI-Friendly Website Enhancements
AI considers technical factors when evaluating websites. Improve how search engines interpret your online presence by:
- Using structured data markup to help Google recognize legal services, attorney profiles, and FAQs.
- Optimizing voice search by incorporating natural language phrases.
- Ensuring your website is mobile-friendly with fast loading speeds.
These updates help AI systems understand and prioritize your site.
#5: Build Authority with Thought Leadership
AI systems look for patterns of expertise across the web, not just on your website. Expand your digital footprint by:
- Publishing analyses of legal developments
- Contributing to authoritative publications
- Creating data-driven content that demonstrates unique expertise
Position yourself as a recognized expert through digital thought leadership. This reinforces your authority to both search engines and potential clients.
Futureproofing….
SGE is not a passing trend; it’s the future of search. Traditional SEO metrics matter less than whether your expertise appears in AI-generated responses. Forward-thinking firms are adapting by prioritizing AI visibility over clicks. The time to prepare isn’t coming—it’s already here.