Google’s AI Overviews Are Changing User Click Behaviors – Takeaways for Law Firms

New Data Confirms AI Overviews Are Changing Click Traffic

When a major change in Google’s search engine affects website traffic, businesses need data—not just speculation—to understand the impact. Terakeet, a digital marketing company specializing in enterprise-level SEO and organic search strategies, conducted a recent study on how Google’s AI Overviews are impacting click-through rates (CTR). The study found that AI Overviews significantly reduce the number of users clicking through to websites, raising concerns for businesses that depend on organic search traffic.

For law firms that use SEO to attract potential clients, these findings confirm a growing concern: AI-generated answers may be keeping users on Google’s search page instead of directing them to law firm websites.

What the Study Revealed

The study confirms what many website owners suspected: Google’s AI Overviews are changing how users interact with search results, and fewer people are clicking through to websites.

By analyzing search behavior before and after AI Overviews were introduced, the study found that webpages ranking in the top organic positions saw a significant drop in click-through rates. In other words, when Google’s AI-generated answer appears at the top of a search, fewer users click on the traditional blue links below it. This means less organic traffic for businesses—including law firms—relying on SEO to attract clients.

The study identified key patterns in how AI Overviews impact clicks:

1. Informational searches saw the biggest drop. Queries where users seek quick answers (e.g., “What is a breach of contract?”) are more likely to be answered directly by AI Overviews, reducing the need to visit a law firm’s website.
2. Local and service-based searches are also affected. Even when users look for professional services (e.g., “best personal injury lawyer in Houston”), AI Overviews may summarize information from multiple sources, potentially redirecting clicks away from firm websites.
3. Google benefits from keeping users on its platform. With AI-generated answers providing direct responses, users spend more time within Google’s ecosystem rather than clicking out to external sites.

For law firms, this data reinforces the growing challenge of ranking well in Google while also ensuring potential clients actually visit their websites.

Some searches show an AI overview and link to legal websites on the right hand side (shown below). Websites cited in AI Overviews saw from 1.1x – 3.2x more clicks than searches that didn’t show AI Overviews.

Whereas other SERPs show PPC results and push down the AI Overviews, similar to this one:

Why This Matters for Law Firms’ Online Visibility

For years, law firms have relied on organic search traffic as a key driver of client inquiries. But with Google’s AI Overviews reducing the need for users to click through to websites, this traffic source is now at risk.

The study confirms that AI-generated answers often satisfy a searcher’s intent without requiring them to visit the original source. This is particularly concerning for law firms that invest in SEO to rank for high-value legal queries. If AI Overviews summarize legal concepts, list attorneys, or even provide general legal guidance directly in search results, potential clients may never make it to a firm’s website.

We previously covered the rollout of AI Overviews, discussing their potential impact on search behavior. (Read our original analysis here.) This new study now provides measurable data to back up those concerns.

Can Law Firms Adapt? What SEO Strategies Still Work?

While AI Overviews are changing how users interact with search results, law firms can still attract potential clients by refining their digital strategy. Instead of relying solely on traditional SEO tactics, firms need to focus on strategies that make their content more engaging, authoritative, and visible beyond Google’s AI-generated summaries.

1. Create Deeper, More Valuable Content

AI Overviews pull information from multiple sources to generate quick answers. To stand out, law firms should produce in-depth content that goes beyond what an AI summary can provide. This means:

• Offering detailed legal insights that require expertise AI cannot replicate.
• Writing case studies, client success stories, and legal analysis that demonstrate credibility.
• Publishing updated content that reflects recent changes in the law or court rulings.

2. Optimize for Local Search and Branded Queries

AI Overviews tend to impact general informational searches more than direct, service-based searches. Law firms can still capture traffic by:

• Strengthening local SEO (Google Business Profile, local citations, and location-based content).
• Encouraging satisfied clients to leave Google reviews, which influence rankings.
• Building brand awareness so potential clients search for the firm by name rather than relying on generic legal queries.

3. Prioritize Conversion-Focused Pages

If fewer users are clicking on organic search results, the ones who do must find exactly what they need. Law firms should:

• Ensure landing pages clearly outline services, success rates, and client testimonials.
• Include strong calls-to-action (CTAs) that encourage direct contact.
• Improve page speed and mobile usability to prevent potential clients from bouncing.

By focusing on content depth, local visibility, and website conversions, law firms can reduce their reliance on Google’s organic traffic while still maintaining a steady flow of inquiries.

At TSEG, we specialize in helping law firms face these challenges. From advanced SEO strategies to website optimization and targeted digital marketing, we ensure that firms remain visible. If your firm is seeing a drop in organic traffic or wants to prepare for the future of search, our team is ready to help.