Search continues to evolve faster than ever, not just in how Google ranks content, but in how people look for answers, where they look, and what they trust.
This month’s updates highlight a major recalibration in search data, growing shifts in user behavior, and the expanding influence of video and AI.
Together, they underscore one central idea: search engine visibility alone isn’t enough to maximize connection opportunities with potential clients. Firms also must focus on credibility, clarity, and adaptability.
Google Data Shake-Up: 77% of Sites Lost Keyword Visibility
Google quietly removed a setting (the “num=100” parameter) that allowed SEO tools to pull 100 search results at once, and the change has resulted in significant drops in reported impressions and keyword visibility.
By the Numbers:
- 88% of sites saw declines in impressions.
- 78% lost keyword visibility.
- Shorter, high-volume keywords were hit hardest.
Experts say rankings themselves haven’t necessarily dropped. Rather, Google Search Console data is now cleaner and more accurate, since automated tools and scrapers had inflated impression counts for years.
If your SEO reports suddenly show fewer impressions or ranking keywords, it may not mean your visibility truly fell. This change affects how Google reports data, not how your firm performs in search.
Another interesting impact of this change is how it might impact AI’s use of information on the web, making some of Google’s index much more difficult for these external models to access.
How Search Behavior Is Changing in 2025
Two new studies indicate that search and decision-making behaviors have shifted significantly.
Fragmented Discovery: Nearly 90% of consumers now double-check what they find online, bouncing between Google, social media, and AI tools before deciding whom to trust. Traditional search still leads, but AI and review sites are often part of the decision-making process.
Deeper Research in High-Trust Fields: Yext’s analysis of 51,000 local listings shows that in Your-Money-Or-Your-Life (YMYL) verticals like law, finance, and healthcare, users scroll further and spend more time comparing options. While the top three Google results attract the most views, lower-ranked listings often generate higher engagement from users who are actively comparing and ready to act.
What It Means for Law Firms: Visibility still matters, but credibility matters even more. Keep your firm’s listings accurate across platforms, highlight client reviews and firm credentials, and make it easy for potential clients to contact you wherever they’re searching.
Google Still Dominates Search — AI Isn’t Replacing It (Yet)
A new analysis shows that ChatGPT handles about 66 million “search-like” prompts per day, compared to Google’s 14 billion daily searches — more than 200 times higher.
Although the usage of AI tools is growing rapidly, Google still drives nearly all web discovery and referrals. Studies also show that when people start using AI tools, their Google searches often increase rather than decrease.
Video’s Rising Role in Search
Google’s AI Overviews are now pulling information directly from YouTube, TikTok, Reddit, and other platforms, treating videos as credible sources, not just supplements to written content. This marks a shift toward a more heavily video-influenced search experience, where visual demonstrations often rank above text-based answers.
Supporting this trend, new BrightEdge data shows that YouTube dominates AI-generated search results and is cited 200 times more often than any other video platform across Google’s AI tools, ChatGPT, and Perplexity. Nearly 30% of Google’s AI Overviews now reference YouTube, making it one of the most trusted information sources online.
Why It Matters for Law Firms:
Search is moving beyond written pages. As Google and AI platforms prioritize richer, more visual answers, video is increasingly shaping what potential clients see first and which sources they trust most.
The Key Takeaway
For law firms, these trends point to a clear direction. As Google’s algorithms, AI tools, and user preferences continue to change, firms that maintain accurate, trustworthy, and engaging digital presences will stand out.
Whether that’s through consistent business listings, high-quality written resources, or helpful video content, the goal remains the same: be discoverable, be credible, and meet clients where they’re searching.
At cj Advertising, we help personal injury firms stay ahead of every search shift from SEO data recalibrations to AI and video integration. If you’re ready to build a marketing strategy that keeps your firm visible and credible in every channel that matters, contact us today to start the conversation.
