In 2025, law firms are navigating a period of rapid change in how potential clients find legal services online. With tools like Google’s AI Overviews, ChatGPT, and answer engines reshaping search behavior, there’s a lot of buzz and a lot of confusion about whether traditional SEO still matters.
The truth, according to Google search experts, is surprisingly reassuring: you don’t need completely new “AI-only” SEO tactics to succeed; you need stronger fundamentals.
This article breaks down what Google is actually saying about SEO and AI, why many law firms are being oversold on “AI-specific” fixes, and how Advisory Concepts Evolvers (ACE) helps law firms build visibility that works in both traditional and AI-powered search.
SEO Fundamentals Still Matter
During a recent discussion with Google’s Danny Sullivan, a key message emerged for marketers and attorneys alike: when clients ask whether they need new SEO specifically for AI search, the core answer remains rooted in traditional SEO fundamentals.
According to Sullivan, while formats and interfaces are changing, “the way you’re going to be successful in the long-term” remains about strong content and solid SEO practices, the same foundations that have worked for years.
This echoes other statements from Google experts who emphasize that AI search does not replace SEO; instead, it evolves it.
In practical terms, that means:
- Relevant, authoritative content still wins
- Technical SEO and structured data still provide context
- Backlinks and trust signals still matter
For attorneys, this reinforces that a sound SEO strategy isn’t being discarded; it’s being extended.
Don’t Be Swayed by “AI SEO Magic”
You’ve probably heard claims that law firms need special tactics like “GEO optimization” or hacks specifically for AI chatbots. While these concepts have their place in a modern digital strategy, Google explicitly cautions against dramatically pivoting away from what already works.
Some marketers push quick-fix approaches based on emerging semantics or manipulative tactics for chatbots and answer engines. But major search engineers warn:
- There’s no indication that you must perform an entirely separate optimization just for AI
- Over-engineered keyword tweaks can complicate rather than improve long-term performance
- The majority of client discovery still happens through traditional search results first, and that feeds AI understanding as well
This is critical for law firms. Firms that chase every “new SEO fad” risk investing time in tactics that deliver little real ROI, while neglecting strategies that drive actual client calls and consultations.
Content Still Reigns King
One consistent theme across Google’s guidance and recent SEO trends is that content quality matters now more than ever.
In fact, Google suggests that with modern content management systems handling much of the technical SEO automatically, marketers and content creators should focus more on helpful, user-centric content that addresses real questions and concerns.
For law firms, that translates to:
- Pages that answer the questions that actual prospective clients are asking
- Legal content that reflects experience, expertise, and authoritativeness
- Content that respects searcher intent instead of trying to game algorithms
This aligns with broader SEO guidelines emphasizing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), which remain central even in AI-driven search systems.
AI Search Isn’t a Separate Strategy
While Google advises against reinventing SEO solely for AI, there are real implications for how law firms should think about search visibility.
Emerging AI features like Google’s AI Overviews and conversational search interfaces rely heavily on how content is structured, how context is provided, and how well a firm’s expertise is demonstrated.
In practice, this means law firms should:
- Continue strengthening traditional SEO foundations
- Ensure structured data (schema markup) is implemented
- Publish content designed for clarity and usefulness, not gimmicks
- Track where authoritative content gets referenced or summarized
This is where strategic services like our AI search optimization come into play; they ensure your content is accessible and interpretable by both search engines and AI systems alike, without compromising core SEO best practices.
How ACE Stands Apart: Integrating SEO With AI Visibility
At Advisory Concepts Evolvers, we approach SEO for law firms with a nuanced understanding of both traditional and AI-influenced search:
We don’t chase buzzwords. We build lasting visibility.
While some agencies emphasize terms like “AI SEO,” “GEO,” or “AEO,” our philosophy is grounded in what Google itself confirms:
Good SEO is still SEO. Strong content, technical excellence, and authoritative signals are what make law firms visible across search landscapes, including AI-driven ones.
We align content with how real clients search.
We help law firms create legal content that speaks to actual searcher intent, from early educational queries to high-intent service pages, and structure that content so both users and AI systems can interpret it clearly.
We balance human expertise and AI tools.
AI is a powerful assistant, but human oversight and legal expertise remain essential, especially in regulated industries where accuracy and ethical compliance are critical.
We tie it back to results, not jargon.
Our integration of SEO and AI optimization is designed to drive calls, consultations, and signed cases, not just rankings for abstract terms.
Practical Guidance for Law Firms Right Now
If you’re evaluating your SEO and AI strategy, here’s what to focus on first:
- Audit your content for real client intent: Are you answering the questions prospects actually search? Does your content reflect authority and legal experience?
- Strengthen structured data (schema markup): This helps search engines and AI platforms understand your legal services.
- Don’t over-optimize for AI buzzwords: Keep strategy grounded in sound SEO fundamentals.
- Monitor appearances in AI summaries: Track where your content gets referenced in AI Overviews or generated responses.
- Partner with experts familiar with both SEO and AI changes: This ensures tactical execution matches strategic goals
If you’re evaluating next steps, our role is to help law firms build durable SEO strategies and thoughtfully adapt to AI-driven search, without chasing short-term trends or unnecessary complexity.
Focus on Fundamentals With an Eye on the Future
Google’s guidance is clear: SEO hasn’t died, it’s evolving. What matters most remains the same:
- Helpful, authoritative legal content
- A strong technical foundation
- Signals of trust and expertise
- Alignment with how people actually search
Law firms that embrace this reality, without chasing every new buzzword, will not only remain visible as AI changes search but also benefit from it.