law firm content marketing

Google Search Generative Experience (SGE) for Law Firms

by Julie Lorson • January 23rd, 2024 • Digital Marketing, SEO | Blog

Google SGE is making its debut this year. What does this mean for Google SGE and the future of generative AI in search? In this blog, we cover what we know about Google SGE and what law firms can expect with generative AI in search for 2024.

What is Google SGE?Google SGE

The new method for presenting search results is Google Search Generative Experience (SGE). SGE refers to Google’s AI-powered search engine. It’s an experimental search experience that employs generative artificial intelligence (AI) to give users rapid and concise overviews of search topics that will appear at the top of the search engine results page—without having to click on individual web pages. As people get used to this, it may change the way they interact with the search engine. It will also affect the way that sites optimize to generate more traffic. In general, it will transform Google into more of a conversational assistant, understanding and responding to inquiries in a more human-like way. Overall, it signifies a shift toward a more interactive and user-centered search experience where the algorithm considers more of the user’s intent. This can assist with several tasks, including locating solutions, learning topic summaries, obtaining how-to guides, and finding answers. 

How Does Google SGE Work?

The term “Google Search Generative Experience” describes generative artificial intelligence (AI), a system that produces text, images, audio, and code. It works with big language models (LLMs) like Google’s Pathways Language Model 2 (PaLM 2) and Bing’s GPT-4, which were trained on enormous volumes of data. Google’s generative AI search uses AI-based technologies to comprehend user queries, evaluate pertinent content, and provide relevant results. These technologies include deep learning, machine learning, and natural language processing.

What Does Generative AI Search Mean for Law Firm SEO?

To adapt to Google’s SGE and generative AI search experiences, legal marketers should consider the following strategies:

  1. Embrace Longer and Conversational Keywords and Phrases: As AI search algorithms prioritize context and user intent, marketers should optimize their content for more specific and conversational keywords. This shift will help capture relevant search queries and attract targeted traffic.
  2. Diversify Content Types: To improve visibility in AI-generated search results, law firms should aim for a diverse range of content types. This can include articles, blog posts, videos, infographics, and more, catering to the preferences of AI algorithms and users alike.
  3. Create Content that Demonstrates Expertise: Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) means legal marketers should focus on creating “Helpful Content” that satisfies these criteria. By providing valuable and reliable information, law firms can establish their authority and credibility in the eyes of both AI systems and users.
  4. Incorporate Citations and Links: When referring to external sources or citing information, always include proper citations and links. This not only adds credibility to your content but also aligns with best practices for building trust and providing accurate information.
  5. Diversify Traffic Sources: Prepare for the potential loss of organic search traffic by diversifying your traffic sources. Explore other avenues such as social media, paid advertisements, email marketing, and partnerships to maintain a steady flow of visitors and leads.
  6. Monitor Analytics and SERP Evolution: Stay vigilant by monitoring your website’s analytics and keeping track of how your top search terms evolve in search engine result pages (SERPs). This ongoing analysis will help you adapt your strategies and stay ahead of the changing search landscape.

By implementing these strategies, law firms and legal marketers can adapt to Google’s SGE and generative AI search experiences, increasing their visibility, credibility, and relevance in the digital realm.

How Does Google SGE Compare to Similar AI-Powered Tools?

At first look, it appears that ChatGPT and Google have the same function: responding to customer inquiries. However, the two AI tools are not the same. ChatGPT is designed to replicate human speech and is more conversational. It is similar to conversing with a virtual assistant or an expert. This makes ChatGPT a superior option for more difficult group projects like coming up with an outline for a blog article. When it comes to providing precise answers and accurate information, Google SGE excels.


The AI-generated responses from Google SGE are causing a stir. Furthermore, many questions remain. Undoubtedly, there will be changes in the ways that law firms discover content on the internet. The wisest course of action for the time being? Continue to optimize your firm’s website, keep an eye on your rankings using SEO tools, and concentrate on producing useful content that satisfies search intent in natural language.

Don’t miss out on this upcoming opportunity to learn how your law firm can use generative AI. Register for our upcoming webinar on January 31st – Unleashing the Power of Jasper AI for Law Firms. In this one-hour webinar, you will learn how law firms can benefit from using generative AI and how Jasper can be used to bolster content creation, social media posts, campaigns, and more.


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