The rise of AI has caused a seismic shift in law firm marketing. For example, Google’s Search Generative Experience (SGE) has turned traditional pages of organic search results filled with blue links into full-blown AI answers delivered directly by Google itself. What do these mean for legal marketing, and how can firms adapt to stay competitive?
AI Overviews: The Current Landscape
As of July 2025, Google’s AI Overviews appear in more than 50% of search results—a figure that has doubled in less than a year from just 25% in August 2024.
The shift toward AI-generated answers means the traditional “10 blue links” approach to search results is rapidly becoming obsolete. Instead, users are getting comprehensive answers directly from Google’s AI Overview feature, fundamentally changing how potential clients discover and evaluate legal services.
The Great Decoupling in Your Metrics
One of the most significant revelations from our recent webinar on the topic was the concept of “The Great Decoupling” or “The Alligator Effect.” Historically, there was a direct correlation between rankings, impressions, traffic, and leads. That linear relationship is breaking down.
The Alligator Effect describes the widening gap (like an alligator’s mouth) between search visibility and actual website traffic. While your firm might be gaining impressions and visibility, you may see a decline in traditional website sessions due to zero-click searches, which are searches where users get their answers directly from AI overviews without clicking through to your site.
The New Metrics That Matter
Moving forward, law firms should focus on:
- Conversions and lead quality over raw traffic numbers
- Brand presence in AI-generated answers
- Engagement rates rather than just session counts
- Citations in AI overviews across multiple platforms
The EEAT Framework Still Works
The good news? The fundamental principles of strong SEO remain crucial and have become more important than ever. Google’s EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness) is still essential for appearing in AI-generated results.
The following are valuable tips for succeeding in this framework:
Expertise
- List attorney credentials, education, and specializations prominently.
- Create detailed, well-researched, and localized practice area pages (not generic, AI-spun blogs).
- Provide clear explanations of legal processes and terminology.
Experience
- Share specific case results (“$2M verdict for auto accident client in 2024”).
- Display client testimonials and reviews.
- Highlight community involvement and continuing legal education.
Authoritativeness
- Feature awards, bar certifications, and media mentions.
- Contribute to legal forums and appear as expert guests on podcasts.
- Maintain profiles in reputable legal directories (Avvo, Justia, Super Lawyers).
- Consider joining your local Chamber of Commerce or community organizations.
Trustworthiness
- Display clear contact information and attorney photos (not stock images).
- Publish transparent privacy policies and a client bill of rights.
- Use HTTPS security and monitor reviews across all platforms.
Law falls under Google’s “Your Money or Your Life” (YMYL) category, meaning search engines demand higher standards for legal content. Google recognizes that poor legal advice could significantly impact someone’s future, so only trustworthy, expert, and accurate legal content will rank well in both traditional and AI-powered search results.
Practical Next Steps for Law Firms
- Audit your current EEAT signals to ensure your expertise and credentials are prominently displayed.
- Optimize your Google Business Profile regularly.
- Diversify your content presence across video, social media, and podcast platforms.
- Focus on hyper-local expertise, becoming the go-to firm in your specific market.
Ready to Future-Proof Your Law Firm’s Marketing?
The AI revolution in search is here, and the firms that adapt now will have a significant competitive advantage. At cj Advertising, we specialize in helping law firms navigate these complex digital transformations while maintaining the authentic expertise that sets them apart.
Don’t let your firm fall behind in the age of Google’s AI Overviews. Click below to access our webinar, “Law Firm Marketing in the Age of AI.”
