Before diving into strategies for law firms to enhance visibility in Generative AI search results, it’s crucial to understand what Search Generative Experience (SGE) entails.
In May 2023, Google introduced Search Generative Experience (SGE), a groundbreaking AI-powered search model currently in beta phase and accessible via Search Labs. This development signifies a major shift in how search results are presented, along with serious implications for traditional Search Engine Optimization (SEO). For the first time, search engines are not just organizing and presenting existing web content, but also generating new content based on their findings. The AI behind Google SGE appears to ‘formulate’ perspectives on brands, current trends, and service or product choices for its users.
What Is Google SGE?
Search Generative Experience (SGE) is an experimental search approach (in beta soon to be released) that uses generative AI to compile information from the Search Engine Results Pages (SERPs) into a single, coherent answer. This innovation eliminates the need to click through individual web pages for answers, though it does credit top-page sources. It’s also adept at answering complex, long-tail questions, reducing the need for multiple searches. As of this writing, almost 50% of millennials are open to switching to AI-powered searches like Google’s SGE.
SGE represents a transformative phase for Google as it integrates generative AI, allowing the search engine to create new content based on existing web information. In this new landscape, digital marketers play a critical role as their content serves as the foundation for the AI’s data source. Generative Engine Optimization (GEO) is essential for success in the new era of AI SERPs.
SGE Optimization Strategies For Law Firms
Go Beyond Traditional Keyword Research
If you’ve been relying on keyword research as the cornerstone of your legal content creation, it might be time to rethink your strategy. The advent of zero-click updates has diminished the value of keyword research in driving organic traffic to your law firms website. In reality, many research tools are already failing to capture key keywords, and by the time these tools acquire the data, it’s either too outdated or too saturated to be reliable. If you’re inclined to use search engines for legal content creation, you might want to explore Google’s “People Also Ask” feature. Even though these terms might appear with zero search volume in tools like SEMrush and Ahrefs, they often provide the most up-to-date and accurate insight into what clients are searching for and their overall search intent. Alternatively, we suggest brainstorming your law firm site content the traditional way — through audience research and conversations with your actual customers.
Prioritize Long-Tail Queries
Because SGE can now easily answer “short-tail queries,” “head term searches,” and “top-of-funnel queries,” we suggest focusing on creating legal content for clients who are deeper in the purchase funnel. These individuals are more likely to view your legal website content and potentially become clients for your law firm. Tailoring content around more specific, long-tail queries can enhance visibility in AI-generated search results, as these typically offer more detailed and relevant answers to user queries. Following advanced Semantic SEO Strategies by targeting long-tail searches (such as “What legal documents do I need to prepare for estate planning in [Your State]?”) can make your content stand out due to less competition and greater opportunities for personalization, particularly if the SGE does not readily address such queries.
Safeguard Your Brand Identity
SGE results for your brand name might show links to external sites not affiliated with your brand, hosting content about your brand that may not always be accurate. This information isn’t just pulled from your official law firm website but is rather a compilation of what advanced Generative AI Engines have gathered about your business, its reputation, and the products or services you offer from various online sources. Given the aggregation of third-party links and content from across the internet, we advocate for the following tailored strategies to protect and enhance your law firm’s presence and revenue in the changing landscape of search engine technology:
- Enhance and expand your brand-specific online content, such as the “About Us” section, while exploring new opportunities for additional webpages.
- Implement structured data (schema markup) on your law firm’s website to better convey key details about your brand and business to search engines.
- Motivate satisfied customers to share their positive experiences on external review platforms.
Enhance Legal Practice Area Pages
With the shift in focus away from category pages, it’s essential to revitalize your legal practice area pages. Currently, SGE seems to reward those legal service pages with descriptive, helpful content. To improve the visibility of your legal content, consider the following actions:
- Implement detailed schema markup, including local business name, address, phone number, reviews, pricing, descriptions, rankings, etc., to provide clear and structured data to search engines.
- Develop legal practice service pages that are not only well-crafted but also offer thorough descriptions and detailed information about your legal services.
- Produce additional legal content that supports your practice areas, such as guides on local laws, comparisons of legal options, and other relevant resources.
- Collect reviews from your clients. Search engines like SGE use these reviews in their AI-generated responses, distinguishing your services from those of your competitors.
Prioritize Building Topical Expertise
Google’s AI-driven algorithms continue to prioritize and require high-quality legal content, emphasizing the necessity for your team to generate blog and website material that solidifies your expertise within specific legal domains. Despite Google’s Search Generative Experience (SGE) altering the dynamics of search engine results pages (SERPs) visibility, your website can still gain recognition if Google leverages your legal content within its AI-generated responses. To enhance your law firm’s visibility and establish yourselves as thought leaders, it’s essential to focus on content marketing strategies that not only highlight your firm’s expertise and experience but also demonstrate its authority and reliability in the field, in alignment with the E.E.A.T. principles: Expertise, Experience, Authoritativeness, and Trustworthiness.
Craft legal materials leveraging in-depth subject-matter expertise (SME), guided by the principles of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This approach to legal content generation has demonstrated success in engaging users through snapshot carousels, thereby enhancing organic search traffic efficiently.
Within the realm of “Your Money or Your Life” (YMYL) topics, legal advice stands out as a domain where the accuracy and reliability of information are paramount. This is due to the profound implications inaccuracies can have on legal outcomes and individual lives.
The Role of YMYL Keywords in Legal Searches
In the context of legal advice, “Your Money or Your Life” (YMYL) keywords refer to search terms directly linked to legal guidance, including but not limited to:
- Drafting legal documents like wills or contracts.
- Understanding legal requirements for starting or operating a business.
- Navigating complex legal processes or disputes.
- Local, state, and federal Laws.
Google SGE’s Strategy for Legal Information
To enhance the trustworthiness of legal information, Google’s SGE meticulously assesses the credibility and accuracy of content sources, giving precedence to authoritative and well-regarded entities in the legal field. This includes implementing specialized warnings for legal advice to ensure users are aware of the need for professional consultation. These measures are part of a broader strategy to:
- Promote content from credible legal experts or institutions.
- Ensure comprehensive coverage and accuracy in legal advice.
- Provide clear, actionable guidance for legal procedures.
- Regularly update legal content to reflect the latest laws and regulations.
Best Practices for Legal Content on Google SGE:
- Collaborate with Legal Authorities: Partnering with recognized legal experts or institutions can significantly enhance the credibility of your content.
- Detail and Precision: Legal advice should be thorough, up-to-date, and accurately reflect current legal standards and practices.
- Clarity and Accessibility: Legal processes can be complex; thus, breaking down information into clear, manageable steps is crucial.
- Timely Updates: The legal landscape is continually evolving. Ensuring that content is current is essential for maintaining its usefulness and reliability.
In recent analyses, Google SGE’s handling of legal advice has shown a dedicated effort to balance between providing comprehensive, accurate legal guidance and maintaining a high level of user trust. This approach underscores the critical nature of legal information and Google’s commitment to delivering quality search experiences in the legal domain.
Broaden Your Content Spectrum
Incorporate a variety of content formats such as podcasts, webinars, and educational videos to create and scale subject-matter expert (SME) content efficiently. By adapting and re-purposing your legal content across diverse mediums, you can significantly enhance the reach and impact of your message while optimizing the utilization of your SME’s expertise and time. This strategic approach not only caters to different learning preferences and engagement levels of your audience but also strengthens your legal content strategy by providing multiple entry points for audience interaction and knowledge dissemination.
Target Personality-Driven Content
In today’s information-saturated digital landscape, standing out on Google necessitates the creation of content that not only answers questions but does so with a distinct personality and deep, unique insights. Particularly for legal content, this involves incorporating personal anecdotes, historical context, and nuanced analysis that go beyond the surface to spark curiosity and encourage further exploration. Regular updates that reflect the latest developments further enhance relevance and demonstrate commitment to value. Such an approach not only improves online visibility but also cultivates a loyal readership by offering thought-provoking content enriched with perspective and analysis that AI struggles to replicate, making your brand a trusted source of insightful commentary.
Final Thoughts
Recognize that as SGE continues to evolve, traditional reliance on keyword research may become less effective. Focus on the quality and uniqueness of the content rather than mere keyword optimization.
This structured approach provides a comprehensive guide for law firms looking to enhance their visibility in Google’s SGE, highlighting the importance of high-quality content and strategic content marketing.