Digital marketing for law firms is changing fast.
With the rise of AI tools and alternative search platforms, it’s easy to wonder if SEO, the alleged benchmark for all digital marketing over the last two decades, is still worth it. The short answer is yes, most firms can absolutely generate leads and clients through Google, but there is some important nuance.
The first question you need to answer is… can you attract the types of clients you actually want for your law firm through Google? If so, keep reading.
If not, then book a call with our marketing team to learn about other marketing channels that may be a better fit. Especially if you are “picky” about the types of clients you want to work with.
The Rise of AI-Powered Search is Cutting into Traditional Google Search
The most significant development is the rapid shift in how consumers seek information. Increasingly, people are bypassing Google altogether and turning to AI-driven platforms like ChatGPT, Grok, Gemini, and Perplexity. Early estimates suggest that as much as 10% of organic search traffic that once flowed through Google is now moving to these conversational AI tools.
This change represents both a challenge and an opportunity. Law firms that rely exclusively on Google rankings may see diminishing returns, while those that adapt early to AI search optimization could capture a new and growing segment of potential clients.
Preparing Your Firm for the Future
If you are re-evaluating your law firm’s marketing strategy in 2025, it is no longer enough to simply “do SEO.” Instead, you should consider a dual-focus approach:
- Maintain Core SEO Practices
- Ensure your website is technically sound and mobile-friendly.
- Continue producing high-quality, authoritative content.
- Optimize for local search so clients in your area can find you.
- Collect reviews and build credibility through online reputation management.
- Optimize for AI Search Platforms
- Develop clear, structured content that AI systems can easily interpret.
- Focus on answering client questions directly and concisely.
- Build a strong digital footprint across multiple platforms, as AI tools pull data from varied sources.
- Stay informed about how emerging platforms manage citations and visibility.
We can help you do all of this. Click here to book a call with our team.
Wrapping It Up
So, does SEO still work for law firms in 2025? Absolutely. Google remains a critical source of leads for many firms. But the industry is undergoing a massive shift in consumer behavior. More clients are turning to AI-powered search tools for answers, and that trend is only gaining momentum. Forward-thinking law firms should not abandon SEO; instead, they should expand their strategies to include AI search optimization. By doing so, they will not only maintain visibility in traditional search but also position themselves ahead of the curve in the next era of digital marketing.