Digital Marketing: Content optimization in the era of AI-powered SERPs and LLMs

By Spencer Shaak

Traditional search engine optimization (SEO) tactics are no longer enough to guarantee visibility.

With AI-driven search technologies and large language models (LLMs) like Google’s AI Mode and OpenAI’s ChatGPT transforming how users search for information online, lawyers and legal markets will need to adapt their strategies to keep their content ranking well and their firms competitive.

How AI-powered search impacts organic traffic

The future of search and SEO is being transformed by generative AI, particularly with the introduction of two innovations from Google:

Google AI Mode

This new feature offers a conversational interface that goes beyond traditional search results. With AI Mode, users can submit complex, multi-part queries and refine their searches through follow-up questions. Powered by the advanced Gemini 2.5, AI Mode breaks down complicated questions and delivers a detailed, synthesized response. Using a query fan-out approach, it splits queries into smaller parts, searching multiple angles simultaneously to get answers users need.

Google AI Overviews

AI Overviews, launched in 2024, provide AI-generated summaries at the top of search result pages for specific queries. By aggregating information from multiple sources, AI Overviews deliver concise answers with links to the original websites. Now available globally, these overviews reach users in over 200 countries and support more than 40 languages.

Because both AI Mode and AI Overviews provide instant answers, they could potentially keep users within the Google ecosystem, reducing both clicks to external sites and the resulting lead generation. In fact, research suggests click-through rates can drop by up to 56 percent with AI-generated results.

Content optimization for an AI-driven world

Optimizing content for AI-powered search requires more than tracking keyword rankings alone.  Law firms seeking to drive traffic to their sites and increase the chances that their content will appear in AI search results should incorporate at least some of the following tactics into their content marketing strategies:

Create broader and deeper content

LLMs like ChatGPT and AI Overviews prioritize detailed answers to user queries. Law firms should craft in-depth content that covers primary topics and related subtopics thoroughly. For example, a post on “how to set up a business in New York” should include sections on entity types, licensing requirements, and tax implications.

Optimize for mentions, not just clicks

Because AI systems weigh brand mentions in authoritative sources more heavily than clicks, lawyers and legal marketers should make an effort to:

• Publish research-backed articles frequently.
• Engage actively on LinkedIn and industry Q&A platforms to increase exposure.
• Build relationships with journalists to contribute quotes to high-authority publications like Law360.

Use long-tail keywords and detailed descriptions

Because LLMs analyze language contextually and through passage indexing, rather than rely solely on exact keywords, AI-powered SERPs – the search engine results page generated by  digital platform – prioritize clear, structured content that provides concise answers to user questions. To improve the visibility of their content, firms should:

• Focus on descriptive, long-tail keywords that align with users’ intent and directly answer their questions.
• Use descriptive headings and subheadings to logically structure your content.
• Incorporate keywords naturally into body text, summary sections, and metadata.

Focus on E-E-A-T

AI Mode and AI Overview both prioritize content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). This is especially true for content focused on legal topics. Firms can boost their credibility by:

• Adding detailed bios outlining author credentials.
• Using client testimonials, case studies, or real-world examples to build credibility.
• Creating comprehensive pillar pages and topic clusters to showcase authority.

Leverage Google Discover

Google Discover’s personalized content feed offers significant visibility opportunities. Optimizing articles with engaging visuals and accurate metadata can drive millions of impressions across mobile and desktop.

Build cross-platform SEO visibility

Platforms like LinkedIn, YouTube, and podcasts are becoming more important for boosting organic visibility in AI-driven ecosystems. A strong multi-channel presence will allow firms to stay relevant.

• Share videos simplifying complex legal topics on YouTube.
• Publish carousel posts on LinkedIn summarizing legal tips.
• Optimize transcripts for any brand-owned podcast episodes.

 

The bottom line

The rise of LLMs and AI-powered SERPs is presenting law firms with the opportunity to reinvent their online presence. By adopting innovative strategies and infusing creativity into content marketing, lawyers and legal marketers can keep their firms competitive in today’s rapidly shifting digital landscape.

 

Spencer Shaak is the Director of SEO for Good2bsocial, the digital marketing division of Best Lawyers® that focuses on law firms and companies in the legal industry. He can be reached at [email protected]. To learn more about AI-powered search and the latest trends in digital marketing, please follow Good2bsocial on LinkedIn.