Is SEO Still Useful For Law Firms? AI Disrupts Traditional Search, Experts Say

AI is rapidly reshaping core functions of the legal industry, from research and fact-checking to client acquisition. New data from JD Supra indicates a significant shift: prospective clients are increasingly using generative AI, not Google, to find legal help.

According to the platform’s analysis, large language models recommended large law firms over small ones 60 percent of the time, reflecting the far greater volume of articles, citations, and mentions those firms generate. Researchers note that because LLMs rely heavily on authority signals, this bias is likely to grow rather than diminish.

72 percent of online searchers now use Google’s AI Overview when available, diminishing the impact of traditional SEO — an area many attorneys have spent years optimizing. For small law firms, this is not the AI disruption they expected — but it is one they can no longer ignore.

Why AI Doesn't See SEO

As the online search market changes, firms need to change their marketing along with it, according to a recent article from the National Law Review. Generative AI sites like ChatGPT, Perplexity, Claude, Gemini, and Google AI Overviews obtain results differently from a standard Google search algorithm.

Rather than SEO, generative AI looks for indicators of authority, credibility, trust, and corroboration. So law firms that don't have significant numbers of reviews, mentions, citations, or structured data online may remain invisible to AI platform searches, despite high Google rankings. Those Google rankings still matter, but they aren't the only source — and may not remain the main source — of online referrals.

Add These Strategies

The digital marketers at MACH10X, an agency that specializes in law firm visibility strategies, recommend that attorneys take these steps to increase their visibility on AI:

1. Create content that establishes their firm as an authority and matches relevance signals. Include pieces that directly answer client questions using plain language. Conversational resource pages, explanatory articles, and FAQs also help AI see the firm as credible
2. Grow outside credibility. Firms that are mentioned in industry associations, directories, and local media will get the attention of LLMs. Those with positive client reviews on Google and other platforms will, too. AI sees citations and reviews as major trust indicators when making recommendations.
3. Learn where they are seen. Attorneys should ask new clients how they learned about their service. They should continue dedicating time and money to those outlets while focusing more attention on advanced options that aren't mentioned as often.
4. Make sure Google Business Profile is accurate and consistent. Discrepancies lead to AI mistrust.

Time For a Change

A recent iLawyer marketing survey determined that more than 85 percent of online searchers still use Google searches as one way to search for legal services online. That number is dropping, given that it topped 90 percent in 2023. Unsurprisingly, 28 percent responded that they used ChatGPT. So the SEO share is large, but dropping, while generative AI is rising.

Attorneys who have more time than money can slowly diversify their sites to include content that generative AI platforms will notice. They can start asking clients for reviews, and learn what kind of content they find helpful. Those with more money than time can consider turning to a digital marketing agency for content that gets noticed by AI platforms. A successful strategy involves attracting as many eyes as possible, both physical and digital.