Google’s AI Overviews Are More Advanced Than Ever—Is Your Law Firm Ready?

Google’s AI Overviews Just Got Smarter

Recent data shows that AI Overviews (AIO) have taken a major leap in quality. AIO is now surfacing in twice as many complex search queries as before, handling multi-step and nuanced questions with greater accuracy. For law firms that rely on search visibility, this shift is impossible to ignore because it will reposition organic results, and likely favor AIO in the results page’s real estate. Scroll down to see an example of a legal related AIO search result.

Last week, we covered advice from Google’s Senior Search Analyst that SEO strategies for AI Overviews will look similar to strategies implemented when Featured Snippets first launched. For a quick recap of Google’s AI Overviews, read our breakdown here.

AI Overviews Are Handling More Complex Legal Questions

Google’s AI Overviews aren’t just appearing more often—they’re also tackling far more intricate queries. Previously, AI-generated responses were mostly limited to straightforward fact-based questions. Now, AIO is surfacing for longer, multi-step searches that require deeper context, which has major implications for legal marketing.

For example, a potential client searching for “What are my options if my employer denies my workers’ compensation claim?” might now see a detailed AI response summarizing key legal principles before they even click a link. While this can improve user experience, it also means law firms need to be more strategic about how they position their content. If AI Overviews are providing direct answers, firms must ensure their expertise still stands out and remains the trusted next step for a potential client seeking legal representation.

Traditional Organic Results Are Getting Pushed Further Down

As AI Overviews become more advanced, they’re also taking up more space in search results. This is clear in the image above, and the mobile screenshot below. In many cases, these AI-generated responses appear at the very top of the page, pushing traditional organic listings lower. For law firms that rely on SEO, this means that even high-ranking pages may receive less visibility than before.

Early data suggests that users are engaging with AI-generated answers before scrolling down to organic results. This shift makes it more important than ever for law firms to focus on content that reinforces their authority rather than just increasing backlinks and directories. While AI Overviews provide quick summaries, they don’t replace the depth and credibility of a well-optimized law firm website – which is usually linked as a citation in the AIO. Firms that continue to prioritize expertise, trustworthiness, and strategic content formatting will be better positioned to maintain strong search visibility. The example below shows an AIO with several law firm websites as citations next to each question.

How Law Firms Can Adapt with Authoritative Content

With AI Overviews taking a more prominent role in search, law firms need to refine their digital strategy to remain competitive. While AI-generated responses provide quick answers, they don’t offer the personalized and humanized guidance and legal expertise that potential clients need. That’s where law firms can stand out.

Bonus: See TSEG’s tips for optimizing your website for Voice Search

One key strategy that we continue to recommend is to reinforce your website’s credibility through authoritative content. Google prioritizes authoritative sources, so firms should focus on clear, trustworthy, well-structured content that demonstrates expertise. This includes using schema markup, crafting in-depth answers to common legal questions, and ensuring website content is regularly updated to reflect current laws and best practices.

Diversifying content formats can also make a difference. AI Overviews pull from various sources, including videos and structured data. Law firms that integrate video explainers, FAQs, and client-centered insights may have a better chance of appearing within AI-generated responses.

By staying proactive, law firms can continue to attract high-value clients—even in a search environment increasingly shaped by AI.

What Law Firms Should Watch For

Google’s AI Overviews will only continue to advance, making it important for law firms to stay ahead of search trends. As AI plays a larger role in delivering information, firms must focus on strategies that reinforce credibility and keep them visible to potential clients.

This shift in search behavior means that a strong digital presence requires more than just high rankings—it’s about ensuring your firm is positioned as the trusted choice when clients are ready to take action. That’s where TSEG comes in. We help law firms create authoritative, high-performing websites, optimize content for search, and develop marketing strategies that adapt to changes like AI Overviews. Reach out to us today.