Google’s shift will challenge lawyers

Our websites will be less valuable; here's what's better now...

Google’s pivot towards AI-driven search results may hit some solo and small firm lawyers hard.

Now's a good time to rethink how much you invest in organic SEO. Here's why:

Disruption by AI

1. Search is changing: ​AI-generated answers​ mean fewer visitors to independent websites, including those of small legal practices. Potential clients now find answers directly from Google, skipping the lawyer’s site altogether.

2. Organic reach is shrinking: With the emergence of ​AI Overviews​, organic traffic to smaller legal sites is going to wane.

Google’s Incentives

1. Ads Over Answers: Google will have a greater financial incentive to prioritize search results with ads and sponsored content. Small firm lawyers will find their web content pushed further down the search results, making it tougher to attract organic traffic without paying for ads.

2. The Content Conundrum: Lawyers may find their efforts in crafting engaging content less rewarding and harder to justify financially.

New Big Dilemmas

1. Over-reliance on Google: Too many small firm lawyers depend too heavily on Google for client acquisition. Google's shift makes it harder to pull in new clients from the web.

2. Rethinking Web Strategies: Lawyers may need to reconsider how much they invest in web content.

Recommendation

If all that makes you nervous, then perhaps you should shift focus to this better option…