Search is changing. Fast.
Google’s new “AI Mode” is here and it’s not just another tweak to the algorithm.
It’s a full-blown evolution of how people search, how results are shown, and how your law firm shows up (or doesn’t).
If you’re a personal injury attorney or run a law firm trying to grow online, this new search experience affects you directly.
And if you’re in a competitive market, not adapting could mean getting left behind.
Let me break it down for you.
What is Google AI Mode?
AI Mode is Google’s answer to the rise of ChatGPT-style search.
It gives users full-page, conversational results that go beyond “10 blue links.” It’s powered by Google’s Gemini AI and lets users interact with their search results like a chatbot — asking follow-up questions, refining queries, and even uploading photos.
Here’s what Google’s AI search looks like when someone in Houston searches for a “car accident lawyer” or anything related to it.
Instead of sending people to your website, Google may now answer the question for them — right on the search results page.
Google’s AI mode is even showing up at the top of a normal search results page.
And this will start happening more and more.
This isn’t a test feature. This is the future.
Why Law Firms Need to Pay Attention
AI Mode isn’t just a new layout. It changes how Google decides what answers to show — and that means your content strategy, SEO, and overall digital presence need to shift.
Here’s how this impacts your firm:
- Fewer clicks to your site. Google might answer the user’s question in full without anyone needing to click.
- Higher competition for attention. You’re now competing with AI-generated responses, not just other law firms.
- More demand for authority and clarity. If your website isn’t clear, current, and seen as a trusted expert, you’ll be ignored — by both the AI and your prospects.
What Should Law Firms Do About It?
I’ve spent nearly two decades helping law firms dominate Google. Here’s what I’m telling every single client now:
1. Don’t Fight the AI. Feed It.
Google’s AI pulls answers from websites it trusts. That means:
- Your content needs to be structured, scannable, and free from fluff.
- You need to use natural, question-based language that matches how people actually search.
- You must establish E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) across your website.
The AI will only quote you if it believes you’re the best source on the subject. Prove it.
2. Focus on Content That’s Actually Helpful
Forget SEO hacks and over-optimized pages. If your blog post or service page doesn’t directly answer a user’s question clearly and concisely, it won’t be cited by AI Mode.
Here are examples of good topics for a PI firm:
- “Do I need a lawyer for a minor car accident in Texas?”
- “How much can I get for pain and suffering after a truck crash?”
- “Can undocumented immigrants sue after a work injury?”
If you’re not writing content this specific, your competitors will outrank you in AI Mode.
3. Own Your Niche and Go Deep
AI Mode rewards depth and focus. For example, if you’re a personal injury firm, you need to dominate that space. That means having:
- A detailed pillar page on car accidents
- Supporting cluster pages on Uber crashes, rear-end collisions, whiplash, etc.
- Internal links that tie all of it together like a topic hub
This isn’t theory. It’s working right now — for the law firms I consult.
AI Mode Is the New Battleground for SEO
Law firms that adapt to this change will own their markets. Those who wait? They’ll fade into digital irrelevance.
So, if you’re serious about dominating in AI-enhanced Google results and growing your case load, this is your moment.
Want to Beat AI Mode at Its Own Game?
At BetterCallSpencer.com, I specialize in helping law firms create content and SEO strategies built for the future of search — not yesterday’s.
Let’s make your firm the one Google’s AI actually listens to.
Book a free strategy call or head to my contact form and I’ll show you exactly what your law firm should be doing right now.