SEO Insights
Notes from inside the work.
The way clients find a lawyer is changing, and most firms are budgeting as though it is not. This is what is actually moving, and the data behind it.
- The map pack is getting more valuable as clicks disappearFewer than a third of Google searches end in a click, and 93% of local-intent queries still show a map pack. AI narrows that list to a few names.Read the article
- The case for an SEO-native websiteAn SEO-native website runs on your own search, analytics and intake data, so a technical fix goes live the day it’s found instead of joining a dev queue.Read the article
- Does AI referral traffic convert better than Google search for law firms?Probably not as advertised. Estimates range from 1.4x to 23x, one controlled test found no significant difference, and none studied law firms.Read the article
- Your firm can be cited without ranking, and rank without being citedAI Overview citations from top 10 pages fell from 76% in July 2025 to 38% in March 2026. Ranking well no longer gets your firm cited on its own.Read the article
- Schema can help AI platforms identify your firm, not cite itIn an Ahrefs test of 1,885 pages, schema did not increase AI citations. Its value is helping AI connect your profiles and listings to the same firm.Read the article
- Most of what AI says about your firm comes from pages you do not ownAcross roughly 410,000 brand mentions, 85% came from third-party pages. Citation rate was 53.1% when a brand was in the evidence AI retrieved, 10.6% when not.Read the article
- Why does my firm show up in ChatGPT but not in Google's AI answers?ChatGPT and Google’s AI cite different websites. About 91% of citations appear on one platform only, so a blended score hides where your firm is missing.Read the article
- Can a law firm use AI to write its marketing content?Yes, according to current ABA guidance. The exposure comes from publishing unverified claims or promising outcomes, whoever or whatever wrote the draft.Read the article
Rather talk it through?
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