If you’re reading this blog, you likely know how important it is to take the time and effort to build your firm’s brand online. But many people don’t know or realize that Google’s AI Overview tool can be your soldier in this struggle. The Overview shouldn’t be overlooked!
Even if you are unfamiliar with Google’s AI Overviews, you’ve likely encountered them already. These summaries appear at the top of Google search results and pull information from high-quality website content, such as web pages, blogs, and other written material, to answer users’ search queries.
But can this feature be used to bolster your online brand? Yes! These seven tips will help you think about Google AI Overviews in a new way and help your firm maximize the benefits of Google’s AI strategy.
1. Build Trust with Detailed, Expert Website Content
You can increase your chances of being featured in AI Overviews by creating high-quality, in-depth content that covers highly specific personal injury topics. AI Overviews favor detailed, authoritative explanations, so it’s crucial to demonstrate your expertise as much as possible.
Example: Focus on specific content areas like “common types of accidents at intersections” or “understanding comparative negligence in motorcycle accident claims.” Pick a few topics like these to become your “beat.” These are topics that demand a deep dive and with persistence and careful content management, you can position your firm as the authority in your market and abroad.
2. Stick to SEO Basics for Success
Classic search engine optimization strategies like on-page optimization, internal linking, and structured data not only remain important for visibility in regular search results, but also support your firm’s appearance in AI Overviews. Making sure your content aligns with SEO best practices always helps!
Example: Make sure your content’s title tags, meta descriptions, headings, and content are centered on specific, localized keywords—like “Nashville wrongful death attorneys”—to improve your rankings.
3. Showcase Your Firm’s Credibility
Legal topics require a high level of trust and authority, and Google’s AI Overviews prioritize content from reputable sources that meet these standards. Therefore, your website should emphasize your firm’s experience and credentials to improve E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals.
Example: Include elements like case studies, client testimonials, attorney credentials, and awards on homepages and key practice area pages. Highlighting your track record in complex cases and your highest-value verdicts and settlements can also enhance Google’s perception of your authority.
4. Target Specific Client Keywords
Law firms should focus on mid- and long-tail search terms that are more likely to attract clients further along in their decision-making process. Get into the minds of your target audience and offer answers to the deeper questions they may have.
Example: Instead of targeting general terms like “injury lawyer” or “birth injury lawyer,” focus on specific questions like “what happens before my personal injury case goes to court ” or “how to file a wrongful death claim in California.” These queries attract users who are closer to needing or actively seeking legal representation.
5. Match Your Content to Google’s AI Format
Pay attention to how Google displays AI Overviews, including the use of lists, FAQs, and comparison tables, and nudge the format of your content to match these formats. Essentially, you want to try to make Google AI’s “job” easier by presenting information in a way that it finds readable and scannable.
Example: Use bullet points and numbered lists to present the steps of legal processes, such as “How to file a workers’ compensation claim in Louisiana” or “Steps to take after a truck accident in Alabama.” This aligns with AI Overview formats and increases your chances of being featured.
6. Answer Questions Before Clients Ask Them
Since AI Overviews aim to predict the user’s next question, law firms should create content that not only answers an initial query but also anticipates follow-up questions. This is already good content practice because it can keep users more engaged on your site for longer, and it has a secondary advantage of convincing Google’s AI of your expertise and depth of knowledge.
Example: If creating content that addresses the question, “What is premises liability?” include subsections on “Common premises liability cases in Florida” and “How to prove a premises liability claim.”
7. Stay Ahead of Google’s Rollouts and Updates
This one is important: Google often updates how its algorithm and AI systems work, and these updates can influence your placement in AI Overviews. Law firms should try to stay informed about these updates, like the August Core Update, which affected how AI Overviews overlap with organic results.
Example: Recognize that the inclusion of lower ranking but highly relevant pages in AI Overviews means that even niche content like “What to do if your workers’ compensation claim is denied” could gain your firm visibility.
Let Our Team Help Your Firm Succeed!
At cj Advertising, SEO is kind of our thing. We know what it takes to help your firm stand out from the competition and increase your brand awareness. With decades of experience in digital marketing, we’re dedicated to boosting your online visibility and attracting more clients and case leads. Contact us today for a free consultation and discover how we can help you achieve your goals!
