You type a legal question into Google. Instead of the usual links, a big block of AI-generated text appears at the top of the page with a full summary and sources. It’s fast. It looks helpful. And if you’re a law firm trying to get traffic from search? It might feel like a problem.
This is Google’s Search Generative Experience (SGE) and it’s changing the way people find information online.
Here’s what solo and small firm attorneys need to know.
What Is SGE?
SGE is Google’s latest move toward AI-driven search. When it’s on, users don’t just see a list of websites, they get a generated answer to their query at the top of the page, often before the organic results appear.
The answers are pulled from multiple sources across the web. Sometimes those sources are cited. Sometimes not.
Right now, SGE is still in testing. It hasn’t rolled out to everyone. But it’s clearly where search is headed.
What This Means for Your Website Traffic
If you rely on organic search to bring in leads, SGE could cut into your traffic, especially for blogs and FAQs.
Why? Because SGE gives users a complete answer right on the results page. That means fewer clicks to your site, even if your content helped generate the answer.
This doesn’t mean blogging is pointless. But it does mean you’ll need to rethink what kind of content is actually driving people to contact you, not just visit your website.
Your Website Still Matters, But the Role Is Shifting
People may not need to visit your site to get a quick answer. But that’s not the same thing as hiring a lawyer.
Your site’s main job should be building trust and showing that you’re real, experienced, and approachable. That means:
- Clear service pages
- Strong bios
- Good reviews
- Client-centered messaging
- Easy ways to contact you
SGE doesn’t replace that. It just shifts where in the process someone might visit your site. You’re no longer the first stop. They’ve already read a summary. You’re the next stop, once they’ve decided they need help from an actual attorney.
Content Still Matters, But Strategy Matters More
Publishing blog posts isn’t just about ranking anymore. It’s about supporting a long-term marketing strategy.
That includes:
- Reinforcing your credibility for referral traffic
- Filling out your email newsletter
- Supporting social media content
- Answering client questions before they ask
- Giving people a reason to stay on your site longer
You don’t need to churn out SEO-driven articles hoping to land on page one. Focus on writing content that gives prospective clients confidence in your approach. It’s still useful. It’s just not the whole game anymore.
Where AI Can’t Compete
SGE is good at summarizing public information. It’s not great at:
- Understanding nuance in local laws
- Offering practical next steps for someone’s real problem
- Building a relationship
That’s where you win.
Instead of trying to rank for every question, focus on content that helps real people make real decisions. Explain what a consult looks like. Share the risks of doing nothing. Break down what clients often misunderstand about your area of law.
Google’s AI doesn’t know how you run your firm. It can’t tell someone how you work with clients. But your website can.
Don’t Panic. Adjust.
SGE isn’t the end of legal marketing. But it is a sign that search behavior is shifting again. It’s no longer enough to hope someone Googles a question and lands on your blog.
Your job is to make sure that once they realize they need help, you’re the one they trust.
That comes from being consistent, showing up across multiple channels (including Google Business, YouTube, and social), and making your site easy to engage with.