Google’s AI Overviews (AIOs) are transforming search engine results pages (SERPS). A recent study from Seer Interactive revealed that AI Overviews are significantly decreasing click-through rates (CTR) for both organic and paid search results. For law firms relying on search visibility to attract clients, this presents a new challenge in digital marketing.
At Big Voodoo, we understand the evolving search landscape and how AI-driven changes impact law firm marketing.
How Google AI Overviews are Changing CTR
Seer Interactive’s study analyzed 10,000 keywords ranking in the top 20 positions with informational intent. They found that when AI Overviews appeared:
- Organic CTR plummeted from 1.41% to 0.64% year-over-year.
- Paid CTR saw a significant decline, reinforcing concerns about reduced ad engagement.
- AIO presence led to a “zero-click” effect, where users get the answer directly from AI Overviews without visiting a website.
However, there was one notable exception: When a brand or client appeared in an AI Overview, their organic CTR improved from 0.74% to 1.02%, and paid CTR increased from 7.89% to 11%. This suggests that AI Overviews favor recognized brands and authoritative sources while pushing other websites further down the SERP.
What This Means for Law Firms
Law firms face a unique challenge. Most clients search for legal services when they have a pressing legal issue, not to browse information casually. However, if AI Overviews dominate search results for key legal queries, potential clients may never reach a law firm’s website, leading to fewer conversions and missed opportunities.
Additionally, Google’s preference for high-authority sources in AIOs means smaller law firms may struggle to maintain visibility against larger competitors.
How Big Voodoo Helps Law Firms Compete
At BVI, we don’t just react to changes, we anticipate them. Here’s how we help law firms maintain visibility despite the rise of AI Overviews:
1. Strengthening Authority to Earn AIO Inclusion
Since AI Overviews prioritize authoritative sources, our team helps law firms establish credibility by:
- Developing high-quality, in-depth content that meets Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) standards.
- Earning citations from reputable legal websites (think our exclusive partnership with Law.com).
- Implementing structured data to enhance content relevance.
2. Optimizing for Branded Search Queries
Since AIOs favor established brands, we optimize branded search terms, ensuring that when potential clients search for your firm specifically, you dominate the results.
3. Enhancing Local SEO & Google Business Profile (GBP) Optimization
For law firms, local search is key. Our strategies ensure that even if AI Overviews reduce CTR on general legal searches, your Google Business Profile is best set up to rank and capture high-intent leads.
4. Adapting PPC Campaigns for Lower CTR
With paid CTR declining, every click counts. We fine-tune Google Ads strategies to maximize conversion rates, including:
- Hyper-targeted campaigns for high-intent keywords.
- Smart bidding strategies to adjust for changing search behaviors.
- A/B to ensure every visitor has a clear conversion path.
The Future of Law Firm Marketing
The rise of AI Overviews signals a shift in how users interact with search engines, but it doesn’t mean law firms should accept lower visibility. Instead, it’s an opportunity to refine marketing strategies, double down on authority-building, and optimize for branded search.
At Big Voodoo, we stay ahead of the curve so law firms don’t get left behind. If you’re concerned about declining CTRs or want to future-proof your digital marketing strategy, let’s talk.