Winning the new search game

Imagine you are someone injured and in the hospital after a car crash. You grab your phone and search for “what to do after a car accident.” However, you don’t see the 10 or so site links that would typically show up on your screen. Instead, you see an AI-generated answer at the top of the search results, laying out a response to your query, along with links to the sources behind that answer.

This scenario is no longer hypothetical. It’s Google’s AI Overviews. And it’s here.

In this article, Consultwebs discuss this new digital marketing platform as well as strategies that attorneys can use to optimize their online presence for AI Overviews, including providing content and using other methods that align with E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness — the core framework Google uses to evaluate content quality.

By this point, you’re likely familiar with AI-generated answers to searches. The importance of organic search or paid search cannot be downplayed. However, these AI-generated results are changing how people search for legal help online.

On the one hand, the shift in how potential law firm clients seek information presents a threat. But it also presents an opportunity. The threat lies in the possibility of law firms seeing lower click-through rates and traffic from informational AI results. The opportunity lies in the potential for law firms to increase their online visibility.

Proprietary Consultwebs data shows higher conversion rates from AI sources; the higher rate is likely due to the higher level of intent behind the user’s query. So, while the quantity of site traffic may decrease, the quality of that traffic will likely increase and lead to a higher number of leads for law firms.

AI Overviews are Google’s AI-generated answers that appear above traditional organic results. They directly answer user questions by combining content from multiple sources from across the web.

AI Overviews appear when people ask legal questions like “How long do I have to file a personal injury claim in Texas?” or “What happens at a first DUI court appearance?” Instead of requiring users to click on links and search for answers on those websites, the overview provides direct answers.

Google marks the summaries with an “AI Overview” label. They occupy the coveted “position zero” spot, which is the first thing users see before they see any other search results.

Direct answer to the queryKey contextual information relevant to the legal questionOccasionally, related questions that help visitors expand searchList of sources for the summary, which can include law firm websites

So, if a potential client searches for a response to a legal question and sees your law firm as a source in AI Overviews, it will help to establish your law firm’s credibility and authority.

Potential law firm clients can now get answers to their legal questions without having to visit law firm websites. For instance, when someone searches “statute of limitations car accident Florida,” they will see the answer is “four years” in AI Overviews. Note: This result is also a great example of how AI can get things wrong, as Florida changed the statute of limitations to two years from the injury date in March 2023. This shift in search results could move a potential client’s initial research away from websites and into Google’s environment.

To get a better understanding of how Google’s AI Overviews could affect your law firm’s marketing campaign, consider the following three areas.

Online visibility leads to citations and strengthens your position in AI-generated results. Lawyers can gain an edge when they optimize for AI Overviews, unlike competitors who focus only on traditional SEO. Firms that adapt can establish themselves as authoritative sources before market saturation.

Google’s AI does not necessarily feature websites based on historical domain authority or ranking position. Instead, it prioritizes content that answers certain legal questions, regardless of the firm’s size or history.

So, in this environment, even well-established law firms with strong traditional search rankings could be vulnerable. Larger firms that delay adapting their content strategy risk being overshadowed by smaller, more agile competitors who know how to quickly restructure their online presence to match how AI systems evaluate information.

Practice Area-Related Benefits

In several different practice areas, the ability to optimize for AI Overviews will give a law firm a competitive edge. Consider the following.

Personal injury: Capturing potential clients at the moment of need — you can reach prospective clients during a critical decision-making moment, or right after an accident occurs. At that moment, by addressing urgent questions such as, “Should I accept the insurance settlement offer?” you can establish credibility when people are most receptive to hiring legal representation.Criminal defense: Providing value during crisis moments — again, with AI Overviews, you can reach potential clients in this practice area when they face high-stress, time-sensitive situations. You can demonstrate your knowledge and experience on topics like “What happens at arraignment?” or “What are the penalties for a first DUI offense?” By taking advantage of AI Overviews, you will position your criminal defense firm as a trusted guide and establish authority at a time when potential clients need reassurance.Estate planning: Demonstrating knowledge of complex topics — in AI Overviews, you can simplify legal concepts that potential clients may find overwhelming and showcase your ability to make complex matters accessible. You can provide clarity and show your approachability, which are key qualities in this practice area, by providing answers to questions such as “What are the differences between a will and a living trust?” or “How can you avoid probate?”

AI Overviews have transformed how Google handles location-based legal searches, including in the following areas.

Geographic targeting — When people search with local intent (for example, “child custody laws in Phoenix” or “slip and fall statute of limitations California”), Google will prioritize region-specific content in its AI summaries. So, if a law firm thoroughly addresses jurisdiction-specific questions, it can result in a visibility advantage.

Building local authority through content — Your firm’s prominence in local AI Overviews depends on your geographic content. By creating resources that address your state’s laws, local court procedures, and other regulations, you can position your firm as a local authority.

Near-me search optimization — This approach is particularly powerful for capturing “near me” searches and location-based legal questions that potential clients use in urgent situations. Firms that develop content covering all of their service areas will consistently outperform competitors in local AI Overview citations.

So, your local SEO takeaways should be:

Create jurisdiction-specific content addressing local laws and procedures.Optimize for location-specific legal questions that are common in your practice areas.Incorporate local citations and references to regional legal resources.Develop content for all geographic areas your firm serves.

By implementing these strategies, you should be able to effectively drive higher-quality leads from potential clients seeking legal help.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses this core framework to evaluate content quality. For legal websites, Google applies heightened scrutiny because legal advice falls under “Your Money or Your Life” (YMYL) topics — information that could affect a person’s well-being or financial security. Google’s quality raters assess whether legal content demonstrates genuine expertise, comes from authoritative sources, and presents trustworthy information that won’t harm users if followed.

E-E-A-T matters more than ever with AI-generated results. When generating summaries, Google’s AI systems prioritize content from sources with strong E-E-A-T signals to minimize the risk of spreading inaccurate legal information.

Unlike traditional search rankings, where hundreds of factors determine position, AI Overviews appear to give heavy weight to E-E-A-T signals when selecting which law firms’ content to feature. That means demonstrating clear expertise and authority is no longer just about ranking. Instead, it is about whether your content gets featured in the prominent AI summaries at all.

The following are E-E-A-T signals that your law firm can send with your site.

Accurate and precise legal terminologyJurisdiction-specific information and lawsClear explanations that simplify complex concepts without oversimplificationContent addressing potential exceptions and edge casesPractice area focus and depthContextual examples that demonstrate applied knowledge

Firm history and established reputationAttorney credentials and bar admissions — displayed clearlySpeaking engagements and published worksRecognition from legal peers and organizationsAttorney bio pages with verifiable credentialsTransparent firm information and historyProper legal schema markup implementationConsistent NAP (Name, Address, Phone) information across the web

Clear presentation of attorney credentials near relevant contentRegular content updates reflecting current lawsAppropriate disclaimers addressing limitations of general informationSecure website protocols (HTTPS)Clear privacy policies and terms of serviceTransparent client communication channelsAbsence of misleading claims or guaranteesSpecific, detailed client reviews, not just generic praise

Citations to relevant statutes and case lawReferences to official legal resourcesInternal links to deeper explanationsExternal links to court websites and government resourcesBar association and legal directory citationsProperly attributed quotes from authoritative sourcesConsistent citation formatting

In general, your law firm’s E-E-A-T Priority Checklist should be:

Associate appropriate attorneys with specific content pieces.Include credentials directly alongside legal information.Regularly update content to reflect current laws.Cite authoritative legal sources.Build comprehensive internal linking between related topics.

Specifically, your law firm can take the following steps to align with E-E-A-T:

Strategic Credential Placement

Display attorney credentials throughout your website, not just on bio pages.Include credentials with content (for example, “Written by Sarah Johnson, Board-Certified Family Law Specialist”).Link attorney names to detailed profiles containing full credentials and experience.Highlight specializations adjacent to relevant practice area content.

Authority-Building Case Results and Testimonials

Create practice area-specific case result pages with coordinated challenges and outcomes.Organize testimonials to highlight key legal expertise rather than general praise.Include verification elements, such as client initials or case types, when possible.Feature testimonials that mention particular attorney skills (for example, “Attorney Miller’s deep knowledge of estate tax law saved our family thousands.”).

Comprehensive Content Development

Organize information with clear hierarchical headings.Include FAQ sections anticipating related questions.Develop topic clusters with main pages linking to detailed subtopic pages.Address jurisdictional variations relevant to your practice areas.

To get a better understanding of what it means to optimize your law firm’s digital presence for Google’s AI Overviews, let’s examine three specific areas.

The structure and format of your law firm’s online content can affect your ability to take advantage of the marketing opportunities that AI Overviews provides. Your content should feature the following.

Question-focused headings that mirror natural client queries — Google’s AI Overviews prioritize content that directly addresses the questions potential clients ask. Consider using question-based formats that match real search inquiries instead of traditional practice area headings. Content with natural language questions that mimic what clients would type into a search will increase the likelihood of being selected as a source for AI Overviews. A couple of examples are:

Instead of “Car Accident Representation,” use “What Should I Do Immediately After a Car Accident in [State]?”Instead of “Child Custody Services,” use “How Is Child Custody Determined in [State] Divorce Cases?”

Clear, concise paragraphs with definitive answers — Position definitive answers at the beginning of your content, followed by supporting information. Google’s AI looks for content that provides clear answers without unnecessary preamble. For instance, in the example below, notice how the content provides a direct answer in the first sentence, followed by context and nuance.

Query — How long do I have to file a personal injury claim in Texas?Content — In Texas, you generally have two years from the date of injury to file a personal injury lawsuit. This time limit, known as the statute of limitations, is established by Texas Civil Practice and Remedies Code § 16.003. Missing this deadline typically means losing your right to seek compensation through the court system.

Bulleted lists and organized information for easy AI parsing — Organize key information in formats that are easy for AI systems to identify and extract. Bulleted lists and clear organizational patterns help Google’s AI understand your content’s structure. In the example below, the content has a structured format, which makes it easier for Google’s AI to identify and extract information when generating overviews.

Topic — Types of Compensatory Damages Available in Personal Injury CasesContent — The following are types of compensatory damages available in personal injury cases:

Medical expenses (past and future)

Lost wages and diminished earning capacity

Property damage and repair costs

Loss of enjoyment of life

FAQ sections that directly address common legal questions — Include dedicated FAQ sections that address related questions potential clients might have. By using FAQs, you provide Google’s AI with clear, pre-formatted answers to common follow-up questions. The following are examples of FAQ sections in the area of personal injury law that create valuable, self-contained content units that Google’s AI can easily identify when generating overviews for related searches:

Should I talk to the other driver’s insurance company?

No, you should avoid giving statements to the other driver’s insurance company without legal representation. Insurance adjusters may use your statements to minimize your claim’s value.

What if the accident was partially my fault?

[State] follows a comparative negligence rule, which means you may still recover damages even if you were partially at fault, though your compensation may be reduced by your percentage of fault.

How much is my car accident claim worth?

The value depends on several factors, including the severity of injuries, medical expenses, lost income, property damage, and impact on quality of life. An experienced attorney can provide a more accurate assessment based on your circumstances.”

From a technical standpoint, optimizing your law firm’s digital presence for AI Overviews involves the following:

Schema markup for attorneys and legal content — Schema markup provides explicit signals to search engines about your content’s meaning and helps Google’s AI to better understand and categorize your legal knowledge for inclusion in AI Overviews. You should focus on:

Attorney Schema — Tells Google who you are, your credentials, education, certifications, and practice areas.Legal Service Schema — Identifies your firm’s services, practice areas, and service locations.FAQ Schema — Structures your frequently asked questions so Google can easily extract them for AI Overviews.How-To Schema — Useful for procedural content like “How to file for divorce” or “Steps after a car accident.”Local Business Schema — Enhances your local visibility with accurate name, address, and phone information

While the technical implementation might require developer assistance, understanding the schema types helps you prioritize information on your website.

Page speed and mobile optimization importance — Google’s AI prioritizes content from sites that deliver excellent user experiences, with page speed and mobile optimization being important factors. Sites that load quickly and function well on mobile devices are more likely to retain users and encourage them to stay on the site. Key optimization areas include the following:

Image Optimization — Compress images, use modern formats like WebP, and specify dimensions.Mobile Responsiveness — Ensure all content is easily readable on mobile devices without horizontal scrolling.Page Speed — Minimize unnecessary scripts, optimize CSS delivery, and leverage browser caching.Core Web Vitals — Focus on improving Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift metrics. These technical factors create a foundation for authority that complements your content quality.

Site structure and internal linking strategies — A logical site structure with strategic internal linking helps Google’s AI understand the relationships between your content pieces, establishing topical authority that increases your chances of being featured in AI Overviews.

The following are effective approaches that your law firm can take:

Topic Cluster Structure — Organize content around central practice area pages with supporting subtopic pages.Contextual Internal Linking — Link related content naturally within text to establish content relationships.Breadcrumb Navigation — Help users and search engines understand your site’s hierarchical structure.Consistent URL Structure — Create logical URLs that reflect your content organization.

To optimize your content for AI-generated search results, you should focus on these items.

Identify high-opportunity legal queries in your practice area — Strategic content development starts with identifying the specific questions that potential clients ask and which trigger AI Overviews. Focus on queries with high search volume and look for existing content that may lack depth or authority. Research methods for identifying high-value queries include the following:

Use Google’s “People Also Ask” sections to identify related questions.Analyze competitor content that currently appears in AI Overviews.Review your consultation notes for frequently asked initial questions.Use keyword research tools to find question-based searches with significant volume.

Examples of high-opportunity query types, by practice area, include:

“How much is my [specific injury] claim worth?”

“Who pays medical bills after a car accident in [State]?”

“What if the accident was partially my fault in [State]?”

“How is child support calculated in [State]?”

“How long does divorce take in [State]?”

“Can I modify a custody agreement without going to court?”

Create comprehensive content clusters around primary topics — Develop interconnected content ecosystems that establish authoritative coverage of key legal topics. The depth will signal to Google’s AI that your firm has expertise worthy of citation in AI Overviews. Here is an example of an optimized car accident content cluster structure:

Primary Topic Page: “Car Accidents in [State]”

Overview of state laws governing auto accidentsStatistics on accident frequency and common causesGeneral process for pursuing compensation

Supporting Subtopic Pages:

“[State] Car Accident Statute of Limitations”Detailed explanation of time limitsExceptions that may extend or toll the statuteCase examples illustrating deadline applications“Determining Fault in [State] Car Accidents”Evidence types used to prove liabilityHow comparative negligence affects recoveryThird-party liability scenariosSpecialized Pages for Specific Scenarios:Uber/Lyft accident claimsUninsured motorist scenariosMulti-vehicle accidentsCommercial vehicle collisions

Update frequency and freshness factors — Google’s AI prioritizes current, accurate legal information. Establish a review process to ensure your content reflects the latest laws, precedents, and procedures. Examples of content update triggers are:

Legislative changes affecting the practice areaNew case lawProcedural changes in local courtsUpdated statistics or dataNew industry best practices

To be proactive in addressing these triggers, you should follow a content audit schedule that incorporates:

Quarterly Reviews — Check all high-traffic pages for accuracy.Semi-Annual Deep Audits — Review practice area content.Annual Overhauls — Make major updates to primary practice area pages with case studies, statistics, and procedural information.

To determine if your optimization efforts are working, focus on these performance indicators, or key metrics to monitor:

Visibility — Track which queries feature your content in AI Overviews by monitoring position improvements and using specialized tools like ZipTie.dev or SEMrush.Traffic Patterns — Compare organic traffic before and after optimization.Conversion Rates — Focus on what matters most — consultation requests and client inquiries.

Your measurement approach should cover the following:

Use Google Search Console to analyze impression and CTR changes for key queries.Implement monthly content audits, identifying “winners” (content frequently appearing in AI Overviews) and “underperformers.”Apply successful patterns from high-performing content to other areas of practice.

This story was produced by Consultwebs and reviewed and distributed by Stacker.