Google Processed 373x More Searches Than ChatGPT in 2024 – Takeaways For Lawyers

Google Isn’t Losing Ground

The rise of AI-powered search tools like ChatGPT has sparked speculation that Google’s dominance is slipping. With major tech companies investing in AI-driven alternatives, some businesses have rushed to adjust their focus, fearing traditional search is becoming obsolete. But before law firms rethink their marketing strategies, they should take a closer look at the data.

Research from Datos, SparkToro, and Rand Fishkin—three respected names in digital analytics—tells a different story. Their latest findings show that Google’s search traffic grew by 20% in 2024, proving that it remains the most widely used platform for finding information online.

For law firms, this is an important reality check. While AI-driven search tools are gaining attention, Google is still the primary way potential clients search for legal help. The claim that Google’s losing ground to AI is more speculation than fact—and the numbers prove it.

Even with the rise of alternative search methods, Google still commands overwhelming traffic. In fact, as we discussed in a previous blog post, clients are using a variety of online platforms to find attorneys. But that doesn’t mean Google’s role is fading—it just means law firms need to be thoughtful about where they focus their marketing efforts.

AI Search Tools Are Growing—But They’re No Threat to Google Yet

AI-powered search tools like ChatGPT and Perplexity are generating buzz, and some businesses are eager to jump in, believing these platforms will soon replace traditional search engines. But the numbers tell a different story.

Despite all the hype, Google receives 373 times more searches than ChatGPT. While people are experimenting with AI for certain queries, the vast majority still turn to Google when looking for answers—including when they need a lawyer.

That doesn’t mean AI tools should be ignored. They’re improving, and their role in search may expand. But law firms need to focus on where clients are actually searching today. Betting too heavily on AI search visibility now—without clear evidence that clients are using it to find attorneys—could be an expensive misstep.

Where Law Firms Should Focus Their Marketing Efforts

With all the buzz around AI search tools, it’s tempting to shift marketing dollars in new directions. But the data makes one thing clear—Google is still the dominant way potential clients search for legal help. That’s where law firms should concentrate their efforts.

This means optimizing websites for Google’s search algorithms, ensuring content ranks well and attracts the right clients. Paid search campaigns, local SEO strategies, and strong organic content remain the best ways to generate cases.

At the same time, law firms should stay informed about AI’s role in search. There’s value in keeping an eye on these tools and adapting when real opportunities arise. But shifting too much budget toward AI-driven search visibility now—without proof that clients are actively using it—would be a misallocation of resources.

Staying Visible Where Clients Are Searching

The takeaway for law firms is simple—Google remains the top source for client searches, and despite the rise of AI tools, that isn’t changing anytime soon. The data confirms that people still rely on traditional search when they need answers, including legal help.

At TSEG, we help law firms stay ahead by optimizing for Google’s search algorithms while keeping an eye on emerging search trends. As the digital landscape shifts, we make sure your firm stays visible—wherever your clients are looking. Reach out to us today to learn more.