Posted by Stephen Moore, chief executive of Legal Futures Associate MLT Digital
Moore: You can’t ignore the impact of AI results
As an early mover into the world of online marketing and online business generation for law firms, I had to find different ways of selling our proposition. I found that the easiest way of doing this was by describing the result of search engine optimisation as being equivalent to having a high street presence on a street full of people actually looking for what you offer.
Potential clients were demonstrating this need by entering a search term into Google equivalent to ‘family lawyer london’ or ‘employment lawyer liverpool’.
The objective for our law firm customers was to ensure that they ranked prominently for as many of these key phrases as was relevant and then ensure that, once the potential client alighted on the site, they converted through the strategic use of calls to action (contact us, get help, fill out the enquiry form).
This was all they could do.
Legal services are, by their very nature, often a distress purchase. Most people don’t wake up in the morning thinking ‘I might have a look for a lawyer today’ unless they really have to. As such, their searches at that time (circa 2010) were fairly rudimentary.
With the advent of Google AI overviews, ChatGPT, Perplexity and Deep Seek, the manner of our searching and tools we are using to locate information, including answers about services, is changing.
(FYI: Google’s global search market share has dipped below 90% for the first time since 2015.)
Consequently, the manner in which results are being presented is changing.
Organic rankings, traditionally the mainstay of search engine optimisation (SEO), are being pushed down the results pages, their prime real estate being replaced by Google AI overviews.
Paid ads will follow soon, with AI Overview Ads appearing on certain mobile devices in the US. (There was no way they were giving up that Golden Goose.)
If you, like many, have relied upon SEO as a steady source of new business enquiries, it is time to revisit your strategy.
Why?
Organic rankings are being pushed down the search engine results pages. This means that your rankings may be good, better than ever, but you will be receiving less traffic from that source.
Why?
Because they aren’t being seen.
Don’t get me wrong – they still form an important part of the overall online business generation mix; they just aren’t the powerhouse they once were.
By way of illustration, here are two graphs detailing AI traffic growth and enquiry growth across our portfolio of law firm customers. These graphs don’t include Google’s AI overviews but still give you a good idea of their direction of travel.
In this first graph we can see the steady, ongoing growth of AI engines as a source of traffic.
And of course this traffic, when alighting on structured, organised and conversion focused sites, will result in enquiries; in fact, what we are finding is that the conversion rate is many times higher from AI-driven traffic.
The way in which users are expressing their intent is changing, or is certainly becoming more nuanced, depending on the outcome that is sought.
- General information searches – by and large these are initially performed on search engines and followed up on AI if more specific information, or instructions are required.
- Location-based searches – Google, Google Maps and Google My Business.
- More complex requirements and fact finding – AI.
Given the complex nature of many legal issues, it would necessarily follow that those experiencing stress within their life related to a legal service will increasingly move towards AI to help them gain a broader understanding of their circumstances prior to engaging with a solicitor.
It will also follow that those who find legal content in their AI answers are more likely to convert into an enquiry as they have a better understanding of their issue and identified a professional source of support for it.
So, what do you need to do?
1. Don’t bury your head in the sand
This, to me, represents the biggest change in online business generation that I can remember. You cannot afford to stick with the same old techniques and use ‘rankings’ as likely indicator of success
2. Ensure your digital marketing support is all over this
This may be outsourced, internal, or even you. There is a lot being written and researched on GEO (generative engine optimisation) and conclusions are being drawn on the style, structure and format of the content that is featured.
3. Build AI traffic and enquiries into your reporting
There are an increasing number of tools designed to monitor, report on and assist with this.
Adapting law firm visibility: Embracing AI-driven search and generative engine optimisation
AI-driven search is transforming how potential clients find law firms. Traditional SEO and high rankings are no longer enough – visibility in AI-generated answers is now essential.
Law firms must adapt by optimising content for both search engines and AI platforms, monitoring new traffic sources, and embracing GEO.
Those who evolve their digital strategy will stay visible, relevant, and competitive as the way people search for legal help continues to change.
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