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.
- MeasurementDoes AI referral traffic convert better than Google search for a law firm?Probably not the way it is being sold. The published figures run from 1.4x to 23x, the one controlled test found no significant difference at all, and not one of them measured a law firm.Read the article
- AI SearchYour firm can be cited without ranking, and rank without being citedTop-ten pages supplied 76% of AI Overview citations in July 2025 and 38% by March 2026. Position and citation have come apart, and that changes what you should be asking your vendor for.Read the article
- Technical SEOSchema will not get your firm cited by AI. It will make your firm resolvable.A controlled test across 1,885 pages found adding JSON-LD moved AI Overview citations by −4.6%. Schema still has a real job for a law firm, and it is not the one it gets sold as.Read the article
- AI SearchMost 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. When a brand was present in the evidence an engine retrieved, citation rate was 53.1%. When it was absent, 10.6%.Read the article
- AI SearchWhy does my firm show up in ChatGPT but not in Google's AI answers?Because the engines are reading different internets. Roughly 91% of AI citations appear in only one engine, and the major engines share about 17% of their cited sources, which is also why a single blended score hides your actual problem.Read the article
- ComplianceCan a law firm use AI to write its marketing content?Yes, and nothing in current ABA guidance says otherwise. What creates exposure is publishing a claim nobody verified, so the control is a review step you cannot skip rather than avoiding the tool.Read the article
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