What Law Firms Should Know About SEO Right Now

Whether someone is navigating a dispute, reviewing a contract, or planning for the future, the legal process usually begins the same way: with a search. Now, thanks to Google’s new AI Overviews, those searches are answered more directly and conversationally, often before a user even scrolls down. If your content isn’t written in a way that Google’s AI can feature, your firm might be overlooked in a moment that matters.

“AI Overviews might feel like a big change, and it is, but this is where SEO has been heading for years,” says Megan Ramirez, Product Owner of SEO & Ranking Strategy at Scorpion. “It’s why we have been hyper-focused on creating content that’s conversational, educational, and genuinely helpful because that’s what performs. It’s what will continue to perform.”

Why SEO Still Matters for Law Firms Today

Today’s legal clients move fast. According to The Scorpion Pulse:

• 66% of legal consumers expect a reply within a day of making outreach
• 40% prefer same-day communication
• 71% of Gen Z and Millennials expect a response within 24 hours, nearly half of whom want a callback within just a few hours

That means law firms need to show up clearly and quickly online. SEO is how you do that.

But in the era of AI search, showing up takes more than a few keywords and a blog post, it takes strategy, structure, and real understanding of what clients are searching for.

Top 5 SEO Tips for Law Firms in the Age of AI Search

1. Write like your clients talk
Legal terms matter, but clarity matters more. Use natural, question-based phrasing like “Do I need a lawyer for a real estate transaction?” or “How long does a legal consultation take?” These are the kinds of queries that AI Overviews prioritize.

2. Create content around real scenarios, not generic services
Instead of writing a general “Legal Services” page, write about “How to handle a business contract dispute in Illinois” or “Steps to take when forming a partnership.” Relevant, specific content builds trust and earns placement.

3. Build credibility with connected reputation management
“Ads and SEO get you found but reviews close the deal,” says Julie Kennedy, Product Owner of Reviews & Reputation at Scorpion. Google’s AI pulls from sources across the web. Your firm’s reputation, reviews, and listings all impact what clients see first.

4. Ensure your website matches the urgency of your clients
Legal clients don’t wait. If your site is slow, confusing, or vague, you’ll lose them. Make sure it’s fast, mobile-friendly, and clearly lays out services, next steps, and how to contact you.

5. Track what actually leads to new business
With tools like Scorpion’s Revenue Intelligence and Leads AI, law firms can see which pages, topics, and traffic sources result in signed clients, not just clicks. That insight helps you scale what’s working and adjust what isn’t.

Law Firm SEO That Drives Connection and Conversion

In legal marketing, visibility is only half the equation. The other half is clarity, speed, and trust. A connected SEO strategy ensures your content is not just ranking, it’s resonating.

When everything works together, your site, your reviews, your content, you turn searches into relationships, and relationships into revenue.

“People aren’t talking to Google like a search engine anymore, they’re treating it like a person,” says Nicolette Wright, Product Owner of Website Development & Landing Page AI. “So our websites can’t sound robotic. The businesses that win in this new search experience are the ones that answer real questions in a natural way, with content that’s specific, relevant, and AI-friendly.”

Final Takeaways

1. AI search rewards clear, question-driven content: Speak directly to what legal clients are actually asking.

2. Credibility and speed shape conversion: Your site, content, and reviews need to reinforce trust and help people act quickly.

3. Data should inform your marketing: SEO success comes from knowing what actually drives signed clients and doing more of it.