By now, you may have noticed that anytime you perform a Google search, a feature called “AI Overview” will appear at the top of the page. This section provides a short paragraph addressing the topic you are interested in learning more about, followed by clearly defined headlines, bulleted lists, and easy-to-read bursts of text. On the right side of this section, Google will also display a list of websites from which it gathered its information so that you can click through to these sources for more detailed information.
As you can imagine, the arrival of this AI-powered search summary has dramatically affected the ways in which online searches are performed. Instead of reviewing the list of websites that Google provides its searchers and clicking through to various websites to locate the information you are looking for, you can simply read the AI Overview and save yourself the time and effort of clicking through to independent websites. According to recent research, “Google users who encounter an AI summary are less likely to click on links to other websites than users who do not see one.” So, how much has the AI summary feature affected click-through rates? The Pew Research Center reports that “Users who encountered an AI summary clicked on a traditional search result link in 8 percent of all visits.” Clearly, this newly integrated feature is having a significant impact on how people perform online searches.
As a small law firm, you rely on a steady stream of new clients to serve. With fewer potential clients clicking through to your website and relying increasingly on information provided in the AI Overview, it’s time to review your current law firm content marketing strategy to make sure that it is still delivering you the results you’re after. At LegalRev, we understand the unique challenges facing smaller law firms, and our highly experienced content marketing strategists are committed to helping your law firm boost your online visibility and engage with more the people you are hoping to serve. Let’s take a look at how familiarizing yourself with Google’s AI language can help you optimize your website for Google’s AI Overview and appear more prominently when someone is looking for legal services in your area.
Integrate a Schema Markup to Appeal to Google’s AI Overview
It’s important to understand that Google’s AI-powered algorithm takes a user’s search terms and quickly reviews a mind-boggling number of online sources to compose a relevant and user-friendly response. In order to appeal to the algorithm, law firms that implement what’s known as a schema markup into their existing online content and website tend to be more visible and appreciated by the algorithm. For instance, using simple schemas like an FAQ Page schema or a How To schema can restructure your law firm’s website to appeal more directly to search engines and AI-powered algorithms. You can rewrite sections of your law firm’s existing webpages following an FAQ format, labeling questions and answers clearly so that the AI algorithm will notice this information and use it to quickly generate responses to search queries. To learn more about integrating schema markups and boosting your law firm’s online visibility, reach out to a content marketing for law firms strategist today.
Improving SEO Performance For Featured Snippets
The top section of the AI Overview presents what’s known as a featured snippet. Essentially, AI overview snippets are clear and succinct summaries that pull from and synthesize multiple sources of information in order to present the user with a trustworthy and relevant response. To ensure that your law firm’s content is visible to and used by the AI-powered algorithm, it’s important to tweak your current search engine optimization (SEO) strategy to appeal directly to this technology. For instance, structure your content using clear headings, simple sentence structures, and question-and-answer formats that are easy for the AI model to review and use when generating a response. Reach out to the highly qualified team of content marketing experts at LegalRev today to learn more about our law firm SEO services.
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Understanding Your Client So Your Content Will Be Used in the AI Overview Summary
Google’s primary goal when it comes to implementing the AI Overview feature is to deliver straightforward and relevant information to searchers as quickly as possible. The algorithm relies on trustworthy websites to provide the information to generate summaries, so there are steps your law firm can take to maximize the chances of being used and cited in the AI Overview.
First, the more you can understand the needs of your clients and anticipate their concerns, the more relevant and engaging your content will be to both the people you serve and the AI-powered algorithm that relies on you for compiling a user-friendly AI Overview. You can identify common client questions that arise and create an engaging FAQ section that addresses these concerns with helpful and effective answers. Not only will the AI Overview appreciate the clarity of your structured content, but those who do click through to your website will feel seen and understood by you and your team of attorneys.
When a client feels comfortable and valued by an attorney, they are much more likely to follow up with a consultation and move forward with the firm’s legal services. You can use your website, social media posts, blog posts, and other content marketing tools to engage with your clients and cultivate trust so that those who seek your services view you as a law firm that genuinely cares about the welfare of their clients.
Learn More About Digital Marketing for AI-Powered Algorithms Today
Now is a great time to review your law firm’s digital marketing strategy to identify ways to boost its performance and deliver you more of the results you are looking for. Give LegalRev a call today at (800) 893-2590 to discuss your content marketing goals with a digital marketing strategist who understands the unique needs of law firm content marketing.
