Google Isn’t the Only Search Engine That Matters Anymore—Here’s Where Clients Are Looking

The Next Generation Isn’t Searching the Way You Think

For years, Google has been the default search engine for nearly everyone, but younger users are breaking that habit. Instead of typing queries into traditional search engines and sorting through pages of results, many now turn to short-form explainer videos, user generated online forums & discussions, and AI-driven tools for direct, simple answers.

This change isn’t just about preference—it’s about how information is presented and consumed. Google’s results often prioritize paid ads and content optimized for search engines instead of users, which can make it harder to find straightforward, truly helpful answers. Meanwhile, social platforms like YouTube, TikTok and Instagram offer quick, engaging explanations – and Reddit provides firsthand experiences from real people who have already sorted through traditional search links. AI models like ChatGPT add another layer, delivering direct responses without requiring users to browse multiple links.

For law firms that have focused their marketing efforts on Google rankings, this trend raises an important question: If potential clients aren’t searching the way they used to, how will they find you?

Why Users Are Moving Away from Google

Google search has long been the go-to for finding information, but today’s users are increasingly searching elsewhere. Instead of scrolling through pages of links for products or services, they’re seeking answers that are faster, more direct, and tailored to their preferences. In short, users want to skip the initial shopping stage and have their options narrowed down to recommendations from trusted sources, or by AI chatbots.

For legal information, many now turn to short-form TikTok-like videos where attorneys and legal influencers break down complex topics in bite-sized videos. According to a recent study from The Verge, 52% of users said they use AI chatbots or alternative platforms (e.g. TikTok, YouTube, Facebook) for information instead of Google. Others prefer discussion boards like Reddit, where real people share their experiences with lawyers, lawsuits, and legal procedures—offering unfiltered insights that feel more relatable than plain text on a website.

AI-powered tools like ChatGPT also play a role, providing immediate answers without the clutter of ads and sponsored content, which are commonly less trusted and skipped over. While these responses aren’t always accurate, they offer something many users want: quick, clear answers without extra steps.

For law firms, the message is clear—clients are searching differently, and firms that rely solely on Google to attract leads may be missing out.

What This Means for Law Firm Case Acquisition

If potential clients are searching beyond Google, law firms need to rethink how they position themselves online. A strong ranking on Google is definitely still valuable, but it’s no longer the only way to be found by potential clients. According to The Verge’s study, 42% of users said Google and search engines are becoming less useful. Expanding visibility across multiple platforms can help firms connect with a wider audience. Earlier exposure to younger generations can drastically increase your firm’s recognition in later stages of life when legal services are needed.

Short-form video content is one way to reach users who rely on video apps and websites for quick explanations. Attorneys who create engaging, informative videos can establish trust with potential clients before they ever visit a website. On Reddit, participating in legal discussions or providing insight into common legal issues can build credibility with users who value community-driven advice.

Another consideration is how AI-driven tools are changing the way people find legal information. If users are asking ChatGPT for answers, law firms should ensure their content is structured in a way that AI models can easily reference. Clear, well-organized website content increases the likelihood that AI tools pull accurate information from a firm’s site when responding to users’ legal questions.

Firms that continue relying on traditional SEO tactics without considering these newer search behaviors risk losing visibility among the next generation of clients.

Read more about Gen Z search patterns in our recent blog post here.

How Law Firms Can Stay Visible in a Changing Search Market

Relying only on Google rankings is no longer enough for firms wanting to dominate their markets. As search habits continue to change, law firms need to make sure they’re discoverable where potential clients are actively looking for legal information.

Video content is becoming an increasingly important factor for online visibility. Posting educational, easy-to-understand legal videos on TikTok can attract users who prefer quick explanations over reading long articles. On Reddit, engaging with legal discussions—not by giving direct legal advice, but by offering general insights—can position attorneys as trusted voices in the legal space.

Website content also needs to be structured for AI tools. ChatGPT and similar platforms pull information from the web to generate responses. In a recent discussion about SEO for AI, Google’s Senior Search Analyst compared ranking for AI to ranking for featured snippets back when they were first introduced; even if we don’t like new features, we will end up trying to rank for it. If a law firm’s website provides clear, well-organized answers to common legal questions, AI-driven search tools are more likely to reference that content when users seek legal guidance.

The firms that experiment with these approaches now will have a stronger digital presence as online search habits continue to move beyond Google.

TSEG Helps Firms Stay Ahead of These Changes

Knowing that search habits are different than before is one thing—taking action is another. Many law firms still focus their marketing efforts on Google alone, but that approach is becoming outdated. Expanding into platforms like TikTok, Reddit, and AI-driven search tools isn’t just a trend—it’s how firms can ensure they stay visible to potential clients.

That’s where TSEG comes in. We help law firms create digital marketing strategies that go beyond traditional SEO. Whether it’s producing engaging video content, optimizing website copy for AI search tools, or developing a presence on the platforms where people are actually searching, we make sure firms don’t fall behind.

Search behavior isn’t what it used to be, but law firms that adjust now will be in the best position to attract clients—no matter where they’re searching. Contact us today.