Will Adding More Links to Google AI Mode Help Law Firms Get Clicks?

Google Is Adding More Links to AI Mode

Google is adding new features to AI Mode that embed more links directly into AI-generated answers. According to Robby Stein, VP of Product for Google Search, these additions include carousels of source links, smarter inline linking, and a wider rollout of the Web Guide feature.

2/ We’ve found that people really prefer and are more likely to click links that are embedded within AI Mode responses, when they have more context on what they’re clicking and where they want to dig deeper. We’ve launched embedded link carousels in AI Mode responses on desktop,…

— Robby Stein (@rmstein) August 25, 2025

This update arrives at a moment of rising concern. Law firms and publishers alike have reported declining traffic from Google as AI summaries become more prominent. While Google insists traffic trends are holding steady, a Pew Research Center study from July tells another story. The majority of users “very rarely” click the links that appear inside AI answers.

That makes this new update less of a celebration and more of a warning: if you’re not one of the sources Google surfaces, your reach in AI search could continue to fall behind. The upside is that the system is still new and it’s still taking shape, so there’s still time to get your firm’s content in the running.

Links Aren’t the Answer, Just a Part of It

The latest update confirms that Google wants links that make sense within the answer, not just a list tacked on underneath it. Inline links are being placed where users are most likely to click for more context. Carousels are being used to guide users toward useful pages without forcing them to scroll past the AI summary.

That means what gets clicked now depends on how well your content speaks to the question being asked.

Firms that produce clear, relevant, and sourceable content have a better chance of showing up in these placements. If you haven’t already, it’s time to ditch the keyword stuffing and publishing dozens of pages a month. Attorneys should be creating and publishing information that AI can find, cite and use to support a complete answer.

The Old Playbook Won’t Get You Mentioned In AI Chats

Google isn’t sharing what makes a link “click-worthy” in AI Mode. And they’re not sharing whether traffic is coming from AI placements or regular organic placements.

That puts more pressure on firms to reverse engineer what’s working. Search your core practice area keywords on traditional and AI search and look at what’s showing up. Which firms are linked? What kind of language are they using? What structure are they following?

It may feel like guesswork, but there are clear patterns. Sites that get featured in AI summaries typically include:

• ⚙️ Structured answers with headers and bullets
• ⚙️ Clear, credible explanations with cited references
• ⚙️ Direct language that focuses on the user’s question
• ⚙️ Internal links that guide readers to deeper content
• ⚙️ Original data or insights uniquely from your firm

All of these have been a normal part of our SEO framework for years, and we’re seeing a positive impact for clients who trust us with their SEO. This addition to AI Mode will only solidify their presence.

Now Is the Time to Rework Your Content Strategy

Don’t feel like the opportunity to compete is gone. Most law firms haven’t optimized any of their content for AI at all. AI Mode could still pull your website from a wide range of sources, and it’s clear that Google is still testing what works best to provide better answers.

There’s an advantage in being early to adapt. To build that edge, firms should start by:

• ⚙️ Updating their top content pages to include direct answers to common legal questions
• ⚙️ Using schema markup to help machines better understand page structure
• ⚙️ Rewriting old blog posts to include internal citations, external links, and verified sources
• ⚙️ Auditing which pages appear for their top keywords inside AI Mode
• ⚙️ Continue to generate positive reviews from both clients and peers
• ⚙️ Increasing authoritative brand mentions through public relations

It’s time to think bigger than ranking on page one. Make your firm be a necessary part of the answer itself.

Here’s Where TSEG Fits In

Every law firm wants more cases, but the rules for earning clicks are changing fast. TSEG is already helping attorneys get ahead of these AI-powered updates. From technical SEO to content strategy built for AI Mode, our team knows how to align your online presence with how Google Search actually works today.

If you’re ready to be the firm Google points to when clients search for answers, we’re ready to help you get there. Book a call with our team today.