Every industry, specially, the legal industry, relies heavily on trust which comes from experience, speciallisation and reputation in the market. It is also very important for the lawyers to be visible to the clients in the market and that’s where the role of SEO for Law Firms come into the play.
In the new age of artificial intelligence, the way people search and look for services has completely changed. Google has new AI-driven updates which create a very smart content generation, which predicts the behavior of the client due to this this the law firms need to update their SEO strategy keeping the AI in mind. This is why the SEO for law firms has also changed.
Every device, whether its mobile or laptop or any other device, they are all getting updated with AI and due to which people can search such as “criminal lawyer near me” with their voice or AI assistants.
Instead of typing, people can search by using voice such as:
The law firms have to adapt themselves with these changing behaviour of the clients.
The google’s AI observes the search behaviour of the of the users and based on that it predicts the what they are looking to search before they finish typing. Law Firms have to optimise their websites with this changing technology by having the right FAQs and practice areas.
To get legal guidance, clients are using a lot of AI tools such as chat GPT or preplexity. If your law firm website is not optimised accordingly and you are not posting the authoritative content then your website will never come up in the search results of these AI tools.
Artificial Intelligence recognises the intention of the user even if the user doesn’t use the right keyword such as “divorce lawyer in melbourne” but they should also work on the intent related queries such as “ How to get custody of kids after divorce in Australia”.
Google AI has a set criteria to rank the pages which is based on E-E-A-T which is Experience, Expertise, Authority and Trust and law firms must follow this criteria to rank the pages. This can be done by providing:
It is very important to manage the Google My business profile, client reviews and FAQs as all these are very important specially for AI and voice searches.
Create content which provides all the legal answers such as “Should I form a company or a trust if my business partner is overseas”. Q&A is the best way to address these questions.
The law firms get favour from the AI as they have lot of strong ratings and reviews so they need to encourage the clients to provide reviews on google.
Transcriptions are very important for AI. This is why create short videos which explains legal answers.
For law firms, the AI is changing the rules of the SEO game and that’s why its important for the law firms to embrace it and comply with it to stay competitive in the market.
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