AI Search Results: What They Mean for Law Firms
Artificial intelligence (AI) is transforming how people search for information online. Instead of relying solely on traditional search engines, users are increasingly turning to AI-powered tools like Google’s AI Overviews, ChatGPT, and Perplexity AI to find answers quickly. A recent YouGov study found that at least 38% of online searchers actively engage with AI-generated search summaries, reading them in at least half of their searches. This shift is changing how businesses—including law firms—need to approach their online legal marketing strategies.
If your law firm wants to stay visible online, understanding AI search can make a real difference. Here’s a straightforward guide to how it works and what it means for your website content.
What Is AI Search, and How Does It Work?
Traditional search engines like Google and Bing rank websites using a combination of factors, including content quality, relevance, user experience, and backlinks. AI search goes further by not just listing websites but also actively generating answers. It pulls information from multiple sources, summarising key points to provide users with direct, concise responses.
For example, Google’s AI Overviews provide instant answers by pulling information from a range of sources, including well-structured and authoritative websites. Unlike traditional search rankings, AI-generated responses prioritise relevance and clarity over position alone. If your law firm’s content isn’t optimised for AI search, it may not be included in AI-generated responses, reducing your visibility to potential clients.
Which Platforms Are Leading AI Search?
Understanding the key players in AI search can help your law firm navigate evolving online search technology. Here’s an overview of the major platforms shaping AI-driven search experiences:
Google's AI Initiatives
Google has integrated advanced AI capabilities into its search engine to enhance user experience:
AI Overviews: Provides concise summaries directly within search results, allowing users to grasp essential information without clicking on multiple websites.
Google Gemini: A powerful AI model that supports Google's AI-driven features, including search enhancements and chatbot functionalities.
AI Mode: An experimental feature offering a more conversational search experience, currently available to select users.
Microsoft Bing and OpenAI's ChatGPT
Microsoft has incorporated OpenAI’s technology to bolster Bing’s search capabilities:
Bing's AI Integration: Uses OpenAI’s GPT-4 model to generate AI-powered responses alongside traditional search results.
ChatGPT: OpenAI’s chatbot, integrated into Bing and also available separately, provides conversational, AI-driven answers based on vast amounts of data, including real-time browsing when enabled.
Perplexity AI
An emerging platform, Perplexity AI combines AI technology with real-time web search to deliver accurate, well-structured responses:
Conversational Search: Uses natural language processing to generate detailed, AI-powered responses with source citations.
Real-Time Information: Pulls from multiple sources, focusing on transparency by citing its references more visibly than some other AI tools.
By staying informed about these platforms, your law firm can better understand the evolving AI search landscape and adapt its online legal marketing strategies accordingly.
How Will AI Search Impact Law Firms?
The rise of AI search is changing how people find legal services. Instead of clicking on traditional search results, users are increasingly relying on AI-generated summaries to get the information they need.
If your firm’s content isn’t recognised by AI-driven search tools, potential clients may not see your website. To improve your visibility, your content should be structured, authoritative, and aligned with AI search formats.
What Type of Content Performs Well in AI Searches?
Not all content performs well in AI searches. AI tools favour content that is clear, authoritative, and directly answers user queries. To improve visibility, law firms should focus on:
Conversational Content – AI search engines process queries in natural language, so your content should be written in a clear, human-like tone rather than legal jargon.
Question-Based Content – AI prioritises direct answers to specific legal questions, such as “What should I do after a data breach?” rather than broad topics like “Data Protection Law.”
Content That Matches Search Intent – AI tools pull information that directly answers user needs. This means short, precise responses work better than lengthy, unfocused articles.
Structured Information – AI prefers well-organised content with subheadings, bullet points, and lists that make key points easy to extract.
Authoritative, Fact-Based Content – AI search relies on sources that are credible, well-cited, and regularly updated, but freshness alone does not guarantee ranking. Quality and trustworthiness are more important than recency.
A useful content example: instead of writing a general guide on employment law, a better approach would be to create an FAQ page answering specific legal questions like “What are my rights if I am unfairly dismissed?” AI is more likely to feature this kind of structured, intent-driven content in its search results.
How Law Firms Can Use AI Search to Gain a Competitive Edge
To perform well in AI search, it’s essential to adapt your content strategy:
Write High-Quality, Structured Content – Legal pages should be clear, well-organised, and factually accurate to ensure AI tools recognise them as authoritative.
Optimise for AI Assistants – AI search engines favour concise, direct answers to legal queries. Use FAQ sections, summaries, and structured content to match AI-friendly formats.
Update Your Website Regularly – While AI prioritises high-quality content over recency, keeping your website updated with new blogs, legal updates, and case insights helps maintain relevance.
Build Authority – AI tools pull information from trusted sources. Securing backlinks from reputable websites strengthens your firm’s credibility.
Enhance Technical SEO – A fast, mobile-friendly website with structured data makes it easier for AI search tools to analyse and display your content.
By focusing on these strategies, law firms can improve their visibility and attract more clients through AI-driven searches.
Make AI Search Work for Your Law Firm
AI search is reshaping how potential clients find legal services. Law firms that fail to adapt may see a drop in website traffic and inquiries, but those that embrace AI searches.
By focusing on high-quality legal content, structuring your pages effectively, and keeping up with the latest SEO trends, your law firm can stay visible in AI searches.
If you need support adapting to AI search, Legal Content Solutions can help. Get in touch to keep your firm visible and competitive online.
