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Let’s not sugarcoat it.

If your law firm’s SEO strategy is still centered around individual keywords and hoping Google rewards your latest 900-word blog post, you’re playing a game that’s already evolved.

Google has introduced AI Overviews, and it’s already reshaping the search results page. It’s changing how people search, how they click, and most importantly, whether they will ever see your law firm at all.

Why Should Lawyers Care About AI Overviews?

AI Overviews are Google’s new way of answering search queries using AI-generated summaries. Think ChatGPT built directly into search results.

Here’s an explainer video from Google:

And here’s a screenshot of Google providing an AI Overview for the search query, “Do i need a car accident lawyer?”:

image of an example Google AI Overview in search results

These summaries pull together answers from across the web and present them at the top of the page—before ads, before organic listings, and sometimes without any need to click through to a website.

That means:

  • Your content could be referenced without your link getting clicked.
  • Users could get answers to legal questions without ever seeing your site.
  • And worse—ads are now being placed inside these summaries.

If that doesn’t wake you up, nothing will.

Why AI Overviews Are a Big Deal for Law Firms

Law firms, especially personal injury firms, have relied on SEO for years to bring in leads. But AI Overviews flip the table:

1. They Push Organic Listings Further Down

You’ve worked hard to land on page one. Now, even that might not be enough. AI Overviews have claimed the spotlight, pushing traditional listings further down the page, eating up all the real estate.

2. They Reduce Click-Through Rates

Even if your site is listed as a source, there’s no guarantee someone will click. The AI already gave them the “answer.”

3. They Reward the Most Informative, Authoritative Sources

Thin content? You’re done. Shallow blog posts? Forget it.

AI Overviews favor deep, well-structured content from sources that show good E-E-A-T.

What Google Is Really Looking For Now

You don’t need to become an AI guru to understand what’s happening. But you do need to understand the signals Google is paying more attention to now.

Topical Coverage

Stop thinking “what keywords should I target?” Start thinking:

“What topics should I own?”

If you’re a car accident lawyer, don’t just write one page. You need a hub page, FAQs, blog posts about rear-end collisions, T-bone crashes, rideshare accidents, common injuries, settlement timelines, etc.

Own the topic. Not just the term.

Structured Data (Schema)

This is how you “talk” to AI in a language it understands.

At a minimum, use schema for:

  • LegalService
  • Attorney
  • FAQPage
  • BreadcrumbList
  • Speakable (especially if you want your content read aloud via voice assistants)

Bonus Tip: These markup types help with visibility in both traditional SERPs and AI Overviews.

For more information, read our article on schema markup for law firms.

Unique, High-Value Content (Information Gain)

If your content says what everyone else is saying, you’ll be ignored.

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Google and AI engines are trained to identify repetition and filter it out. What they reward is information gain.

This means content that adds something new or useful to the conversation will win.

So don’t regurgitate definitions of “negligence.” Show examples. Break it down in plain English. Add stories.

Include insights that only a lawyer (or an experienced legal SEO) would know.

Where Do Ads Come Into This?

Here’s where it gets interesting (and kind of terrifying for small firms):

Google is embedding sponsored results inside AI Overviews.

Yes, that means ads aren’t just at the top and bottom anymore—they’re inside the answer box.

Here’s an example of what they look like right now for shopping (courtesy of SearchEngineLand.com):

Soon, you’ll have competing firms showing up inside Google’s answer to “What should I do after a car accident in Houston?”

That means you need to think about paid visibility in context, not just bidding on “car accident lawyer” like it’s 2012.

Early Adopters Are Already Winning

Here’s what’s happening behind the scenes:

  • Big agencies are already testing AI Ultra (Google’s $250/month premium search tier).
  • They’re figuring out how to optimize for AI Overviews.
  • They’re tailoring their content to match how AI answers layered, real-world questions.
  • And they’re working to become the default “source” for specific topics.

If your competitors figure this out first, you’re going to be playing catch-up for a long time.

So, What Should Your Law Firm Do Now?

Here’s a no-BS checklist to get ahead before AI leaves you in the dust.

Build Topic Clusters

Start with your main service area (e.g., Car Accidents), then build internal pages around related subtopics:

  • Types of injuries
  • Fault disputes
  • Insurance company tactics
  • Timelines
  • Settlements

Each one should link back to the main page, forming a topical silo.

Refresh Old Content

Update old blog posts and service pages with:

  • Clear definitions
  • Case examples
  • Bulleted FAQs
  • Client-focused explanations
  • Better formatting and structure

AI loves content that’s easy to parse and rich in substance.

Add Author Bios and Real-World Credibility

AI wants content from real people with real experience. Make sure your attorney bios are legit, with years of practice, notable verdicts, and media mentions where applicable.

Add Schema to Every Page

Use plugins or dev support to add schema markup that signals your content type and expertise.

Track How You Appear in AI

Search for your practice area in:

See who’s being referenced. Then reverse-engineer what they’re doing right.

Final Thought: SEO Isn’t Dead But It’s Being Rewritten

This isn’t the end of traditional SEO for law firms.

But it is the end of cookie-cutter SEO strategies that haven’t evolved in years.

The firms that win moving forward will be the ones who:

  • Create real content with substance
  • Show up as trusted sources across multiple platforms
  • Know how to play the new AI-based game before their competitors do

If that sounds overwhelming, I can help.

I work directly with law firms to future-proof your visibility, build topic authority, and keep you top-of-mind—whether it’s a traditional search, AI Overview, or ChatGPT.

Let’s talk. No pressure. But if you wait too long, your competitors won’t.

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