Other than word-of-mouth recommendations, internet searches are the most common way for potential clients to find a law firm that they want to work with. Moreover, even someone who does not have an immediate need for legal representation can find a law firm’s website helpful in providing information about a given topic. Later on, that individual is more likely to turn to this law firm when a legal dispute or issue arises. The most effective marketing tool that your law firm should have is a client-centered, responsive, and engaging website. Not only does a well-designed website welcome potential clients and inspire trust, but it also signals to search engine algorithms like Google that your website is worthy of a higher ranking among the search results pages.
However, the recent rise in AI overviews (AIOs) has shifted how businesses implement search engine optimization (SEO) best practices. Now, when someone searches for information using engines like Google, the results may present an “AI Overview” section that provides general information about the topic with links to a few sources that the technology used to compile the response. So, how do these AI overviews affect the process of creating an effective marketing strategy for law firms? Let’s take a look at what’s behind the rise in AI overviews and how to adjust your digital marketing for law firm strategy to remain visible to potential clients in your area.
Understanding the Rise of AI Overviews
Before the arrival of AI overviews, search engines like Google would respond to search queries by presenting a ranking of links to websites that the algorithm found most relevant to the searcher’s terms. The user would then view the list of results and click through to the websites that seemed to be the most promising. With the introduction of AI overviews, Google also presents a section called “AI Overview” near the top of the search results page, which provides a summary of the information in a more casual and conversational tone. According to one recent study, the arrival of AIOs led to 60 percent of searches being resolved without the user clicking on any of the links provided. In other words, many searchers rely on the AI-generated summaries for answers and do not feel the need to click on any of the provided links for additional information. While the generative AI tools may scan your law firm’s website and pull relevant information from it in order to compile its summary, this doesn’t mean that the searcher will click through to your website. Fewer clickthroughs may mean fewer leads from potential clients, which carries implications for your law firm.
How Zero-Click Searches Affect SEO For Lawyers
Without a regular stream of clickthroughs to your law firm’s website, you will likely notice a drop in the number of site visitors and communications from potential clients. This means a decline in organic traffic due to these so-called zero-click searches (where the searcher is satisfied with the AIO and does not click on any of the links provided). One of the most effective ways to adjust your current SEO for attorneys strategy is to identify the challenges of zero-click searches and implement targeted solutions to boost your law firm’s visibility on the search engine results page (SERP).
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Adapting Your Law Firm Digital Marketing Strategy to Accommodate AIOs and Zero-Click Searches
Once you’re ready to revisit your current digital marketing for law firm strategy, there are a few approaches you can take to maintain your online presence and remain visible to potential clients looking for legal services in your area. Below are just a few steps you may want to explore in order to keep up with the constantly changing landscape of SEO and digital marketing.
Optimize Your Content Structure For Featured Snippets
With the integration of AIOs into the search results pages, users may see a section at the top of the organic search results page that’s commonly referred to as a featured snippet. Generally speaking, these snippets are excerpts from websites that have been highly rated and favored by Google to respond accurately to a search query. The more relevant the information on a given website is to common user questions or search terms, the more likely it is that Google will feature the excerpt (with a link to the website) as a featured snippet. In order to improve your chances of having your law firm’s website be used as a featured snippet, it’s important to focus on a website design for law firms strategy that answers questions directly and concisely. Be sure to use clear headings and subheadings that contain common search terms and user questions. Google also favors content that is structured using short paragraphs, bullet points, and numbered lists, so incorporate these whenever possible.
Focus on Local SEO Best Practices
Now more than ever, Google is prioritizing the location of a user to deliver responsive content that is based on where the searcher is. When you intentionally maintain an updated Google Business Profile and ensure name, address, and phone consistency across all online platforms where you advertise your legal services, you can clearly communicate your location and relevancy to Google and boost your visibility to those looking for legal information or services in your community. Another helpful way to support your law firm’s relevancy and visibility is to collect and manage positive client reviews, as these influence your local rankings. The best way to remain competitive in today’s ever-evolving online marketplace is to partner with a highly skilled and knowledgeable digital marketing strategist who understands how to boost your law firm’s visibility and engage with more of the clients you are hoping to serve.
Get the High-Quality Law Firm SEO Services You Deserve
If you don’t think you’re getting the most out of your current digital marketing for law firms strategy, it’s time to discuss your options with the dedicated and highly knowledgeable team at LegalRev. Our marketing systems are built exclusively for attorneys, which means you can trust that the strategy we create will deliver you the results you’re looking for. Give us a call today at (800) 893-2590 to get started with an experienced digital marketing strategist.
