Search engine optimisation (SEO) has always been an essential core component of digital marketing for law firms looking to attract clients online. But as search engines evolve, so must SEO strategies. What worked five years ago is no longer enough. Google’s increasing reliance on artificial intelligence, the rise of voice search, and the widespread use of AI-generated content are all shaping the way law firms need to approach digital marketing.
And before I begin, in my capacity as a legal SEO expert and consultant at MLT Digital, this may be slightly biased, but we have been seeing some really great results for our law firm clients in terms of online presence, authority, enquiries and increased revenue for target practice areas and locations as a result of staying up to date on the latest SEO trends in the legal sector through approaches like those referenced below.
Hope the guide below is useful for you and your practice.
Gav Ward, Feb 2025
Fierce Competition for Online Visibility for Law Firms
In 2025, the competition for online visibility will be fiercer than ever. Google’s algorithms are shifting towards prioritising experience, authority, and trustworthiness over traditional ranking factors like backlinks and keywords. Meanwhile, voice search is becoming the preferred method of search for many users, and AI is generating more content than ever before. Law firms that fail to adapt risk losing out to competitors who have embraced these new trends.
This article explores the future of SEO for law firms, including how AI is reshaping search rankings, how legal websites should optimise for voice search, and the risks and opportunities of AI-generated content.
AI’s Impact on Google Search Results
Artificial intelligence is playing a central role in how Google delivers search results. Gone are the days when ranking well was simply a matter of keyword placement and backlinks. Today, Google’s machine learning models determine rankings based on search intent, content relevance, and engagement signals.
One of the biggest developments in recent years is the Search Generative Experience (SGE), an AI-powered feature that provides detailed responses at the top of search results. This means that users may no longer need to click on a law firm’s website to get an answer—they might get all the information they need directly from Google’s AI-generated summary.
For law firms, this presents both a challenge and an opportunity. To remain visible, legal content must be structured to align with Google’s AI-driven ranking factors. This includes:
- Writing in-depth, authoritative content that answers legal queries comprehensively.
- Optimising for featured snippets by structuring blog posts in a question-and-answer format.
- Ensuring that content reflects first-hand expertise and legal insight, as AI-driven search engines prioritise authoritative voices.
Traditional ranking factors like backlinks and domain authority still play a role, but user engagement metrics, such as time spent on a page and interaction rates, are becoming increasingly important.
Optimising Legal Websites for Voice Search
Voice search is fundamentally changing how people interact with search engines. More users are relying on voice assistants like Siri, Google Assistant, and Alexa to ask legal questions, often in a more conversational tone. This shift requires a different approach to SEO.
First, law firms must focus on long-tail keywords and natural language queries. While a typical Google search might be “personal injury lawyer London,” a voice search is more likely to be “Who is the best personal injury lawyer near me?” or “How much compensation can I claim for a car accident in the UK?”.
To optimise for voice search, law firms should:
- Use natural, conversational language in their content to match spoken queries.
- Create FAQ pages with direct, succinct answers to common legal questions.
- Optimise for local search by ensuring Google Business Profiles are up to date with accurate location and contact information.
Another key factor is featured snippets. Voice assistants often read answers directly from the top-ranking snippet on Google. Structuring content to target these snippets by using clear headings, bullet points, and direct responses can increase the chances of a firm being selected as the preferred answer.
The Rise of AI-Generated Content and SEO Risks
AI is now capable of generating thousands of words of content in seconds. While this can help law firms maintain a regular publishing schedule, it also presents risks. Google is becoming more sophisticated at detecting AI-generated content that lacks originality, depth, or legal expertise.
Google’s guidelines allow AI-generated content as long as it is helpful, accurate, and demonstrates expertise. However, content that is generic, repetitive, or lacks real human insight may be penalised in rankings.
For law firms, this means AI should be used as a tool rather than a replacement for human-written legal content. AI can assist in drafting blog outlines, summarising case law, and generating content ideas, but every piece of content must be reviewed, edited, and refined by a legal professional before publication.
Additionally, firms should be wary of AI-generated SEO spam. Some businesses rely on AI to mass-produce content stuffed with keywords but lacking in real value. This approach may lead to short-term ranking boosts but long-term penalties once Google identifies low-quality AI-generated material.
The best approach is to integrate AI into content strategies without sacrificing accuracy, credibility, or engagement.
Predictions: The Future of SEO for Law Firms
The SEO landscape will continue evolving, and law firms that stay ahead of these changes will have a competitive advantage. Here are some predictions for where legal SEO is heading:
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AI-driven search results will dominate. The rise of Google’s Search Generative Experience will mean fewer traditional search listings and more AI-generated summaries. Law firms will need to focus on providing direct, authoritative answers to legal questions.
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Zero-click searches will become the norm. More users will get the information they need from Google’s AI rather than clicking on website links. Structured data, schema markup, and concise answers will be crucial for visibility.
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Hyper-personalised search will shape rankings. Google’s algorithms will tailor results to individual users based on past searches, location, and browsing history. Law firms must ensure they are targeting the right audience with relevant, localised content.
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AI-generated content will be everywhere, but expertise will win. The flood of AI-generated material will make human-authored, legally accurate content more valuable than ever. Google will prioritise law firms that can provide real legal insights, not just AI-rewritten articles.
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Video and visual search will become increasingly important. With Google incorporating more video snippets and image-based search results, law firms should invest in short-form legal explainer videos to rank in future search queries.
Adapting to these changes early will ensure that law firms maintain a strong digital presence and continue to attract potential clients through search engines.
The Future of SEO for Law Firms
SEO is no longer just about keywords and backlinks. Google’s algorithms are now driven by AI, user engagement, and content authority. Law firms must embrace voice search optimisation, AI-assisted content strategies, and structured SEO techniques tailored for evolving search trends to stay ahead.
As the industry moves towards AI-powered search results and zero-click rankings, firms that focus on providing authentic, authoritative legal content will have the greatest success.
SEO in 2025 will reward law firms that combine technical optimisation with real legal expertise. Those that fail to adapt risk losing visibility in an increasingly competitive digital landscape.
