Before writing this blog, we went to Google and asked it a general question: What is an estate plan? Two years ago, you’d see sponsored ads above the organic results. Most people went to the first three organic results, a stomping ground that SEO companies battled over.
A year ago, this same query would deliver an AI-generated answer with website links below it. People began fighting for those spots, but they are now gone. All that’s left are the links next to the answers to show which website the answers came from. Although these credit the source, they give readers no reason to click.
Search is evolving. (Recently, New York Magazine published an article titled “Google’s AI Is Burying the Web Alive.” It’s behind a paywall, but it’s worth reading.) Google’s AIOs are reshaping how people interact with content. But like the Stoics, you have to focus on what you can control.
And there’s still a lot you can do with your marketing despite the rapid pace at which the web is (de)evolving. Some businesses are already seeing steep drops in click-through rates when AI Overviews show up for their target keywords. In some cases, traffic has been cut in half.
Why This Matters for Your Firm
You’ve spent time, energy, and money building helpful, client-focused content—guides, blogs, and FAQs to answer questions and build trust. These are very valid endeavors, and regardless of what is happening with the search results, you can still use these marketing tools.
If you were creating content for the sole purpose of appearing on Google’s search results, you could be facing a serious uphill battle. Google is summarizing and presenting information above your link. And again, people have little to no reason to visit your site. (Even though you’re doing all the work.)
These are the types of shifts that impact small law firms and businesses the hardest. This is one reason why having a marketing strategy entirely based on SEO is a dangerous plan. SEO can be effective, but only as a piece of your system. Oddly, even people whose SEO rankings haven’t changed, the user’s behavior has.
This Is Likely A Long-Term Change
When you read articles about Google, they say the current model is actually increasing traffic, not reducing it. From Google’s vantage point, search queries are getting longer and engagement is growing, thanks to AI. But those broad metrics will not necessarily translate into what you or your marketing team is seeing on your analytics dashboard.
Google is leaning into this product direction. They’re integrating ads directly into AI responses. They’re investing heavily in this AI-first search model. Whether you like it or not, the format is here to stay, and Google believes it’s the future of how we’ll search.
So What Do You Do Now?
Keep focusing on the things that AI can’t replace. Yes, AI is excellent at generating quick summaries that eliminate the need to comb through websites. But it also has its drawbacks. Its summaries lack perspective, voice, and personality.
Create the kind of content no machine can replicate: local commentary, videos that feature you giving your legal insights, and things you have learned from lived experience. These are harder for AI to distill—and more valuable to real users.
PNCs want clarity, not Wikipedia. Your blog shouldn’t sound like it was generated by a robot, even if that’s what it’s competing with. Add a little empathy. Add some boldness. Let readers feel the confidence behind your words. That’s what drives real connection—and real action. As much as people want to use AI, they hesitate to receive an AI-generated product. Your PNCs still want to connect with a person.
You don’t control Google, but you do control your email list. If you’re not already building a newsletter, start now. It’s the best way to stay top-of-mind, keep delivering value, and bypass search engines. Social posts, SMS updates, and even physical mailers still work when done well. Replacing Google means having an alternative method for getting eyeballs on your firm.
And that’s where paid ads come in.
Because search is shifting, use paid ads as your insurance policy. If someone visits your website once, use retargeting to bring them back. Ads can help you stay visible to the right people, even as organic traffic becomes less predictable. You don’t need a massive ad budget. You need smart targeting and consistency.
Use Better Marketing
Spotlight Marketing + Branding helps law firms like yours build real marketing systems. The kind that don’t break every time Google tweaks an algorithm. Whether you need help creating content that stands out or are ready to invest in paid ads that bring in the right people, we’re here to help. Schedule a strategy call with us here.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Video Will Be In the Marketing Hall of Fame - June 12, 2025
- How to Know If Your Content Marketing Is Working - June 12, 2025
- Proven Ways to Build Loyal Fans of Your Law Firm - June 11, 2025
