Digital Marketing: Organic searches vs. AI-powered web traffic: Trends that matter to legal marketers

By Guy Alvarez

Law firms across practice areas have recently seen a marked decline in website traffic originating from traditional search engines, like Google and Bing. At the same time, the rapid adoption of artificial intelligence (AI) tools has coincided with a spike in web traffic originating from AI sources.

Good2bSocial has been digging into the data to gain insight into how the legal industry is performing in terms of both organic search and traffic driven by AI platforms like ChatGPT, Gemini, Copilot, and Perplexity AI. The analysis drew on Google Analytics 4 (GA4) data from over 70 companies in the legal industry, covering the period from Jan. 1 to Sept. 30, 2024.

The trends indicate that legal marketers must start thinking hard about their digital strategies amid a growing shift in how potential clients are seeking out providers of legal services.

Organic search traffic is declining

Organic search traffic has long been the foundation for law firms’ online visibility, accounting for around 54 percent of total traffic on average. However, the analysis revealed a troubling trend: Organic search traffic steadily declined throughout the first three quarters of 2024. In fact, firms have experienced an average 8 percent decrease in organic traffic this year.

Several factors appear to be driving this trend, including stricter privacy and cookie tracking regulations that have limited the traffic GA4 can record. Users are also finding answers through alternative sources, and the growing availability of artificial intelligence tools is changing the way people access the internet.

AI-powered search is on the rise

AI-driven traffic experienced an extraordinary surge, increasing by nearly 600 percent during the first three quarters of 2024.

This dramatic growth is driven by the widespread adoption of AI technologies across industries, including legal services. Tools like chatbots, virtual assistants, and AI-powered content generation platforms are becoming increasingly common, boosting user engagement and significantly increasing traffic to law firm websites.

However, it’s worth noting that this growth is somewhat relative. Many of these AI platforms were nonexistent just a year ago, meaning much of the increase stems from starting at zero traffic for most firms.

Setting the stage for online success

AI has not replaced organic searching. In fact, organic search is still a dominant source of traffic for law firms, and will likely remain so for a while longer. However, the significant increase in AI traffic indicates a potential shift in how users discover and engage with law firms online, which highlights the need for legal marketers to adapt their digital strategies.

Good2bsocial recommends a dual-pronged approach that balances traditional search engine optimization (SEO) practices with optimization for AI platforms:

Optimize content for both AI and search engines

• Structured data: Add structured data – the presentation of information in search engine-friendly formats –to improve how AI platforms interpret and display content on your website.
• Natural Language Processing (NLP): Craft content that aligns with NLP algorithms, enhancing a site’s visibility on AI tools.
• Thought leadership: Publish authoritative, insightful content to drive traffic from AI platforms, reinforcing the firm’s credibility.
• Frequent updates: Keep website content fresh and relevant to ensure it stays valuable to both human readers and AI crawlers.

Diversify traffic sources

• Social media: Platforms like LinkedIn and Instagram remain effective for reaching audiences and amplifying a firm’s voice.
• Email marketing: Share engaging newsletters and campaigns to maintain ongoing client relationships and drive repeat visits.
• Paid advertising: Leverage pay-per-click (PPC) campaigns or targeted ads on platforms like LinkedIn to boost visibility and complement organic strategies.
• Content aggregators: Consider publishing thought leadership articles on platforms like JD Supra or Mondaq to tap into a broader audience.

This evolving landscape signals a gradual but vital paradigm shift for legal marketers. Instead of relying on search engine traffic as the sole metric of success, firms must expand their focus to encompass alternative channels, including AI platforms, social media, and newsletters. By diversifying approaches and analyzing client behavior across various digital touchpoints, law firms can remain agile and effective in attracting and engaging potential clients.

The bottom line

The growth of AI-powered traffic highlights the need for adaptive, forward-looking digital marketing strategies for providers of legal services. By optimizing for both traditional search engines and AI-powered search, while also exploring alternative traffic sources, firms can ensure their online content reaches and resonates with their audience.

 

 

Guy Alvarez is the Executive Vice President of Good2BSocial, a digital marketing agency that focuses on law firms and companies in the legal industry. He can be reached at [email protected].