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How Google’s AI Overviews are Shaping Search for Law Firms

by Julie Lorson • July 8th, 2024 • Digital Marketing, SEO | Blog

Imagine searching for legal information online and being presented with a concise summary that answers your query instantly. This is the magic of Google’s AI Overviews at work. For law firms and legal marketers, these AI-powered summaries have become a double-edged sword—improving user experience while challenging traditional SEO strategies.

In recent months, Google has made significant changes to its AI Overviews, leading to substantial impacts on search visibility and ranking. This blog post will explore these changes, their impact on the legal industry, and how law firms can adapt to maintain their online presence.

Understanding Google’s AI Overviews

Google’s AI Overviews are brief yet comprehensive summaries generated by artificial intelligence to directly answer user queries. They first appeared in search results to provide users with quick, relevant information without the need to click through multiple links.

AI Overviews have revolutionized the way we interact with search engines. By leveraging natural language processing, these overviews pull information from various sources, presenting users with a direct answer. For law firms, this means that potential clients can find answers to their legal questions more quickly, which can enhance user experience but also reduce organic traffic to websites.

AI Overviews work by analyzing a vast array of web content and selecting the most relevant snippets. These summaries often appear at the top of search results, known as “position zero,” making them highly visible. The impact on SEO has been profound, as websites that consistently appear in these overviews see a significant boost in traffic and credibility.

Two recent studies have highlighted a notable decline in the frequency of AI Overviews in search results. Previously, these overviews appeared in around 64% of searches, depending on the source and timeframe. Now, they appear in only 7-9% of searches overall. This reduction has sparked a wave of changes across various industries, including the legal sector.

For law firms, the decline in AI Overviews presents both challenges and opportunities. On one hand, fewer AI Overviews mean less immediate competition for the coveted “position zero.” On the other hand, the reduced visibility of AI Overviews necessitates a reevaluation of SEO strategies to maintain search rankings.

Additional data reveals that Reddit’s visibility in AI Overviews has declined, while content highlighted in AI Overviews includes a link to at least one domain appearing organically in the top ten results 85% of the time. Furthermore, ads are shown with AI Overviews 87% of the time, and local keywords rarely trigger AI Overviews.

The Healthcare, Legal, and Finance niches have the highest average number of links before expanding the AI Overview, with averages of 3.14, 3.12, and 3.12 links, respectively. This dense link environment underscores the competitive nature of these industries in search results. For law firms, this means that appearing in AI Overviews often required strong, authoritative content that could quickly address complex legal queries. As the landscape shifts, it’s imperative for legal marketers to refine their SEO strategies, perhaps focusing more on high-quality backlinks and detailed content to regain and maintain their search engine standing.

Adapting SEO Strategies

Given the recent changes, law firms and legal marketers must adapt their SEO strategies to stay competitive. Here are some recommendations to align with the evolving landscape:

  1. Focus on High-Quality Content:

  Law firms should prioritize creating comprehensive, well-researched content that answers common legal questions. High-quality content is more likely to be pulled into AI Overviews and rank well organically.

  1. Optimize for AI Overview Criteria:

  Understanding the criteria Google uses to select content for AI Overviews is crucial. Content should be clear, concise, and directly answer user queries. Including relevant keywords naturally throughout the text can improve the chances of being featured.

  1. Leverage Structured Data:

  Using structured data (schema markup) can help Google understand the context of your content, making it more likely to be selected for AI Overviews. Structured data can also enhance the appearance of search results, making them more appealing to users.

  1. Enhance Local SEO Efforts:

  Despite the decline in AI Overviews for local keywords, local SEO remains important. Law firms should optimize their Google My Business profiles, gather positive reviews, and ensure their contact information is consistent across all platforms.

  1. Monitor and Adapt:

  Regularly monitoring search performance and staying informed about changes in Google’s algorithms is essential. Law firms should be prepared to adapt their strategies as needed to maintain visibility and ranking.

The Future of Google’s AI Overviews

While the recent decline in AI Overviews has prompted many law firms to rethink their SEO strategies, it’s essential to consider what the future might hold. Google’s approach to AI Overviews is likely to evolve, potentially introducing new opportunities and challenges.

Speculation suggests that Google may refine its AI algorithms to provide even more accurate and relevant summaries. This could lead to greater competition for AI Overviews, emphasizing the need for law firms to produce high-quality, authoritative content. Additionally, advancements in AI technology may enable Google to generate more nuanced and context-specific overviews, further enhancing user experience.

For law firms and legal marketers, staying ahead of these changes will require vigilance and adaptability. By focusing on creating valuable content, optimizing for AI Overview criteria, and leveraging structured data, law firms can position themselves for success in the evolving search landscape.


Google’s AI Overviews have undeniably reshaped the online search experience, offering users quick, relevant information at their fingertips. For law firms, these overviews present both opportunities and challenges in the quest for online visibility.

As Google continues to refine its AI algorithms and adjust the frequency of AI Overviews, law firms must remain proactive in their SEO strategies. By understanding the current landscape, adapting to changes, and focusing on high-quality content, legal marketers can ensure their firms stay competitive in the digital age.

Are you ready to adapt to the future of SEO with AI Overviews?  Contact us for a free consultation with our team of experts and start optimizing your SEO today!


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