Relying solely on Google for visibility in 2025 is a good way to let your competitors get ahead of you in the legal industry. The business is highly competitive–and law firms need to stay sharp in times of digital disruption.
History shows Google will always prioritize its own interests, often at the expense of businesses that rely on it. But this shift also opens new opportunities for firms willing to diversify across platforms.
Now is the prime time to broaden your reach beyond only Google search.
The Risk of Overreliance on Only One Source of Search
You’ve heard the old adage – Don’t put all of your eggs in one basket. Financial advisors don’t only invest in one asset. They strategically place their faith in multiple sources, ensuring that if one yields a negative outcome, there are others in place as a cushion.
The current state of Google search is that we are seeing more and more AI Overviews showing up, more users interacting with Large Language Models (LLMs) like ChatGPT, and overall, many businesses are receiving less traffic.
This isn’t the first time we’ve experienced a big shift with search. But it is the first sizable one that requires re-inventing strategies and modifying best practices to stay relevant. For example, when the Panda algorithm update rolled out and it hit content quality heavily, some sites rose and others vanished overnight.
This led to major shifts in how content was handled for Google Search. Then there was Penguin, which focused on quality for backlinks. These updates made major waves similar to what we are seeing with AI evolution over the past year. These changes open up great opportunities for early adoption.
While there is overlap with traditional search practices, Generative Engine Optimization (GEO) search requires a specific set of best practices as well.
Zero Click Content’s Impact On Search
So, what exactly is zero-click content?
By utilizing new AI technologies, Google can answer search queries instantaneously without users needing to click through websites. Instead, they have the answers at their fingertips without so much as a click in places like AI Overviews.
Questions like “What should I do if I am in a car accident?” and “What are the statute of limitations for an accident in my state?” are questions that are easily answered concisely without users needing to search an attorney’s website.
Is there still value to creating content even though zero-click answers are more prevalent?
Yes! Just because some users are searching specific questions and receiving answers on the first page does not negate users who will search your website for specific topics and practice areas. It’s also worth noting that relevant content creation will help your law firm show up in these zero-click answers.
In addition, these AI models examine not only your main practice area pages but also any articles you create surrounding the topic. The more robust your posts are for a specific topic, the likelier Google and AI will consider you an authoritative voice on the subject.
Where Should Law Firms Invest Their Time and Budget Besides Google?
Search Statistics: How Many Searches Happen On Non-Google Platforms?
SparkToro’s data breaks down the cross-platform share of search as well as the largest traffic referrers. This data helps marketers determine where time and energy are best spent. Google is still the giant, while AI is a trending topic that makes up a small fraction of non-Google referral traffic.
Key platforms that will benefit your law firm best depend on a variety of factors. Some of those include location, brand voice, and target audience demographics.
Some popular examples include:
- Bing
- Youtube
- PR Releases
- Legal Directories
- Social Media
Choosing the right placements will take research, testing, and optimization. There is no one-size-fits-all approach. Nor should there be. Your law firm is unique in its brand voice and values. Are you looking for search engine optimization for law firms? Check us out here.
Implementing Search Diversification
How should law firms start to diversify?
Law firms that want to begin diversifying should consider taking the following steps:
- Auditing the current search and AI presence
- Start with 1-2 priority platforms outside of Google
- Develop consistent content
- Track performance
- Monitor & optimize as needed
Your Next Client May Not Come From Google
As AI technologies advance, law firms that thrive will be the ones that adapt in real-time with the changes. Diversifying search presence not only safeguards your traditional search strategies but also increases visibility across the internet.
Start small, stay consistent, and commit to regular testing and optimization to win at search in 2025, and you’ll be signing cases from sources outside of Google before you know it. The experts at Consultwebs are happy to provide guidance for diversifying your law firm’s search presence. Book a one-on-one consultation with us today.
