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Google’s New AI Overview Feature

Posted on Thursday, May 30th, 2024 at 5:37 pm    

Google has introduced a new feature called AI Overview in its search engine results pages (SERPs). This innovative addition uses artificial intelligence to enhance the search experience by providing users with a concise summary of information related to their query. The AI Overview is designed to help users quickly understand the most relevant aspects of their search, making it easier to find the information they need.

For law firms, this new feature presents a significant opportunity to improve visibility and engagement. The AI Overview includes PPC search ads, allowing law firms to appear prominently in these summaries. This increased exposure can lead to higher click-through rates and more potential clients. The AI Overview specifically targets improving the search experience with existing PPC ads.

What Does It Look Like?

For most searches, the initial result appearing beneath the Google Search Bar includes a PPC advertisement, like the one presented here. Remember that search results may appear in a different order than this example.

To follow, you will see the AI Overview, itself.

It offers the choice to click “Show More,” enabling you to access a more detailed AI response to your initial search.

If you continue to scroll, you will then find the organic search results.

How Google’s AI Overview is Shaping Legal Marketing

Google’s AI Overview feature has the potential to transform how law firms approach online marketing. By integrating PPC search ads into AI-generated summaries, Google provides a new avenue for attorneys to reach potential clients. Imagine a user searching for legal advice on a specific topic and finding a clear, concise summary in the AI Overview, accompanied by an ad from a law firm focusing in that area. This targeted visibility can significantly enhance the firm’s online presence.

For example, a personal injury law firm could benefit from having its PPC ad displayed in an AI Overview for searches related to car accidents or workplace injuries. Users looking for immediate legal assistance are more likely to click on these prominently displayed ads, leading to higher engagement rates. Early tests have shown that users tend to interact more with AI Overview links, suggesting that this feature can drive substantial traffic to legal websites.

While AI Overview currently supports PPC search ads, it opens up possibilities for further integration of legal services in search results. As more users interact with this feature, law firms can expect increased opportunities to connect with potential clients actively seeking legal help.

What Can Law Firms Do to Improve Their Legal Marketing Strategy

To make the most of Google’s AI Overview feature, law firms need to adopt a comprehensive marketing approach. This new addition to SERPs offers a unique opportunity to boost visibility and engagement, but it works best when integrated with existing marketing efforts.

  1. Maintain Strong SEO Practices – First, it is vital to sustain effective SEO efforts. Organic search results continue to receive a significant share of clicks, and many users prefer these over sponsored content. Ensuring that your website ranks well organically provides a foundation for sustained online presence. Additionally, the credibility generated by appearing both organically and in the sponsored section of the SERP can be a significant factor in earning a user’s click.
  2. Ramp up PPC Campaigns – Secondly, boosting PPC campaigns is key to making the most of AI Overview. By optimizing your PPC ads, you can improve their visibility in AI-driven search results, reaching users who are ready to engage with legal services. This involves carefully selecting a mix of high-volume and long-tail keywords, crafting compelling ad copy, and continuously monitoring performance to make data-driven adjustments. For more tips on PPC advertising, click here.
  3. Optimize Local Service Ads and Google Business Profiles – Optimizing Google Business Profiles (GBP) and Local Service Ads (LSAs) will prepare your firm for when Google might integrate these into AI Overview. Ensuring that your LSA and GBP are accurate, up-to-date, and well-optimized can improve your visibility and attract more local clients.

A well-rounded digital marketing strategy, combining SEO, PPC, LSAs, and GBP optimization, will position your law firm to maximize the benefits of Google’s AI Overview.

Early Testing of AI Overview

Early tests of Google’s AI Overview feature have shown promising results, indicating that users are interacting with these AI-generated summaries. This increased engagement can lead to more clicks on the included PPC ads, providing law firms with a new channel to attract potential clients.  After running these experiments, Liz Reid, the Vice President and Head of Google Search, said, “We’ve found that with AI Overviews, people use Search more, and are more satisfied with their results.”

However, it’s important to note that organic search results still play a crucial role. Many users remain hesitant to click on sponsored links, valuing the perceived credibility of organic results. This means that while AI Overview can drive additional traffic, maintaining a strong presence in organic search results is equally important.

For law firms, this balance between having ads appear in AI Overviews and organic results highlights the need for a diversified marketing strategy. Relying solely on one method may not yield the best results. Instead, a combination of PPC, SEO, and local optimization efforts ensures broader reach and engagement.

Ultimately, these early results suggest that AI Overview is not a replacement for traditional SEO and PPC efforts but rather a complementary tool that can enhance overall marketing performance. By leveraging AI Overview alongside existing strategies, law firms can maximize their visibility and attract more clients.

Contact TSEG

At TSEG, our team of legal marketing experts stays up to date with the latest innovations in SEO, PPC, and mass tort marketing in order to craft creative campaigns that get results for our partners. To learn more if we are a good fit for you, contact us online or call (512) 894-8621 to speak with one of our knowledgeable team members today.