Google’s New AI Search Insights

Sonia Hickey, LawFuel contributing writer

Google’s latest revelations about AI Overviews provide crucial intelligence for law firms serious about dominating search results. Liz Reid, Google’s VP of Search, (pictured) recently disclosed in an article at Search Engine Journal exactly what type of content drives clicks in AI-powered search results.

These include insights that could revolutionize your legal marketing strategy.

User Behavior Shapes Legal Content Rankings

Reid confirmed that Google’s ranking systems actively respond to user preferences and engagement patterns. For law firms, this means your legal content marketing strategy must align with what potential clients actually want to read and engage with, not just what you think they need.

“We are in the business of both giving them high quality information, but information that they seek out,” Reid explained. Google’s systems continuously learn and adjust based on real user behavior, making it essential for law firms to monitor which types of legal content generate the most engagement.

Key Insight for Attorneys

Your law firm’s content strategy should be data-driven. Track which blog posts, legal guides, and practice area content generate the most clicks, time on page, and conversions. This behavioral data directly influences how Google’s AI systems will rank your future content.

The Death of Superficial Legal Content

Reid made it clear that surface-level, generic content—what she calls “AI slop”—gets downranked. For law firms, this means those templated legal blog posts that rehash basic legal concepts without adding unique value are actually hurting your law firm SEO efforts.

Google has expanded its definition of spam to include content that “doesn’t add very much, kind of tells you what everybody else knows.” In the legal space, this translates to generic content like “What is Personal Injury Law?” without any unique insights, case studies, or practical guidance.

What Legal Content Gets Clicked in AI Search

Reid’s most valuable insight for attorney marketing comes from click pattern analysis on AI Overviews: “What we see on what people click on, on AI Overviews, is content that is richer and deeper.”

Users don’t click on superficial legal content because “they don’t actually learn that much more than they previously got. They don’t trust the result anymore.” This is particularly relevant for legal content, where trust and expertise are paramount.

The Legal Authority Advantage

Google is actively “up-weighting” content from creators who “really went in and brought their perspective or brought their expertise, put real time and craft into the work.” For lawyers, this represents a massive opportunity—your legal expertise is exactly what Google’s AI systems want to promote.

Strategic Legal Content Marketing Recommendations

Create Authority-Driven Legal Content

Instead of generic practice area pages, develop content that showcases your specific legal expertise:

• Case study analyses with strategic insights
• Commentary on recent legal developments in your practice areas
• Practical guides based on your courtroom experience
• Client scenario breakdowns (maintaining confidentiality)

Leverage Your Legal Perspective

Reid emphasized that users “want content from that human perspective. They want that sense of like, what’s the unique thing you bring to it.” Your legal training and case experience provide this unique perspective that AI cannot replicate.

Actionable Strategy: Transform basic legal topics by adding your professional insights. Instead of “How to File for Divorce,” create “Red Flags Family Law Attorneys See in High-Conflict Divorce Cases: A 20-Year Practitioner’s Guide.”

Demonstrate Legal Craft and Expertise

Google rewards content that shows “real time and craft.” For law firms, this means:

• Detailed legal analysis backed by statute citations
• Commentary on recent case law developments
• Industry trend analysis based on your practice experience
• Comprehensive guides that address complex legal scenarios

Avoid the Competitor Echo Chamber

Reid specifically warned against content that mirrors what everyone else is saying. For legal marketing, this means avoiding the “skyscraper content” approach of simply making your competitor’s content longer. Instead, focus on unique angles only your legal expertise can provide.

The Trust Factor in Legal AI Search

Legal services require high trust, and Reid’s comments about “bounce clicks” are particularly relevant. When users click through from AI Overviews to legal content that doesn’t provide substantial value beyond the AI summary, they immediately return to search results. This signals to Google that your content lacks depth.

For law firms, this means your content must provide substantial value beyond what an AI summary can offer—detailed legal analysis, specific procedural guidance, or strategic insights that only come from legal experience.

Implementation Strategy for Law Firms

Content Audit and Optimization

Review your existing legal content for depth and unique perspective. Generic practice area pages should be enhanced with:

• Specific case insights (maintaining confidentiality)
• Local legal considerations and court procedures
• Strategic guidance based on your experience
• Recent developments in your practice areas

Authority Content Creation

Develop content that positions your firm as the definitive legal authority:

• Weekly legal commentary on industry developments
• In-depth guides for complex legal processes
• Educational content that goes beyond basic legal definitions
• Thought leadership pieces on legal trends

Measurement and Adjustment

Track engagement metrics closely and adjust your legal content strategy based on actual user behavior. Google’s AI systems will reward content that keeps users engaged and builds trust.

This shift toward rewarding authentic expertise and unique perspective represents a significant opportunity for law firms willing to invest in substantial, authority-driven content. The firms that adapt their legal marketing strategies to these new ranking signals will dominate AI search results, while those relying on generic content will see their visibility decline.