The quest to win the online marketing war now requires battles to be fought across many fronts.
The increasing use of AI combined with the correlated increase in zero click searches has meant that the traditional twin pillars of Search Engine Optimisation (SEO) and Pay Per Click (PPC) are not enough.
Why?
Artificial Intelligence (AI)
Although the number of searches carried out on Chat GPT, Claude, Perplexity and other generative AI platforms are relatively small when compared to Google they have prompted changes in user behaviour. As a result, Google has had to amend its own results pages so that users can achieve their objectives without having to leave the Search Engine Results Page (SERP) at all.
In recent years Google’s SERP pages have become a convoluted, cluttered mess – paid ads, images, places, maps and organic results; a far cry from the simple clean user interface that Google was renowned for.
Since the turn of the millennium Google has almost monopolised search and as a result there was no incentive to change. That is until Chat GPT entered stage right and people discovered, as it developed, that they could search the entire web for actual answers, not just a list of links and paid adverts. This has changed further as a result of the launch of Open AI’s Atlas Browser.
As a result of the growth of AI, Google developed AI overviews to provide users with more comprehensive answers to their queries, drawn from a number of sources, via which it becomes less of a traditional search engine.
In terms of uptake Chat GPT is experiencing considerable growth with an ever increasing portion of market share. Recent reports indicated 800 million weekly users.
Online searching for legal services is no longer restricted to Google and for those that are achieving a strong share of mentions on AI platforms the outcomes are positive because the conversion rates of visitor to enquiry are significantly higher than they are from other sources. This includes AI overviews.
At MLT Digital we work with law firms all over the world helping them to maximise the opportunities the Internet presents. Our focus is helping them generate new business enquiries and now with ReceptIO we help them convert them.
We collate data across all of our customers and the picture in relation to AI and traditional traffic (particularly SEO) is pretty stark.
AI traffic and enquiries
Going up up up (but still small in comparison with Google)
Organic traffic
Traditionally the bedrock of a solid digital marketing campaign, organic traffic and enquiries are suffering.
Why?
They are so difficult to find! See the video below for a search for a family lawyer in Warwick. When the video stops scrolling is when we access the organic results.
I now do another search with more context that brings AI overviews into play – there are so many options for me to click on prior to reaching the organic results.
Paid traffic
As a result of organic being squeezed more firms are turning to Paid Advertising. Paid advertising is an auction and as competition increases so does price. Relying on this exclusively is a zero sum game. It forms a very important part of the online business generation arsenal but should not be the sole focus.
So what should we do?
- Generative Engine Optimisation – this is an extension of SEO and is built on the foundations of good organic optimisation supplemented by specific generative engine techniques. Results and mentions can now be monitored using a number of specific tools and applications.
- Modify expectations around SEO – organic impact is diminishing on an ongoing basis. If organic was the bedrock of your campaigns it is time to pivot.
- Keep PPC running but with a close eye on costs
- Brand build using platforms and mediums not part of the typical law firm lead gen digital mix – radio, social media, sponsorships etc
- BE VERY CLEAR ON YOUR COST PER CONVERSION
CONCLUSION
YOUR QUESTIONS ANSWERED
Frequently Asked Questions
SEO and PPC remain essential, but they no longer deliver results in isolation. With the rise of AI search tools and zero-click results on Google, fewer users are visiting websites directly. Winning new clients now requires visibility across AI platforms, social media, and brand-building channels — not just search engines.
AI platforms like ChatGPT, Claude, and Perplexity are teaching users to expect answers rather than links. Google has responded with AI Overviews that display key information directly on the results page. This shift reduces traditional website traffic and increases the importance of appearing within AI-driven summaries and generative results.
Zero-click searches occur when users find the information they need directly in Google’s results page – through snippets, AI overviews, or local packs – without clicking through to any website. This trend limits organic traffic and forces businesses to rethink how they reach audiences online.
Generative Engine Optimisation is the next evolution of SEO. It focuses on optimising your content so AI tools (like ChatGPT and Google’s AI Overviews) can reference it when generating answers. GEO ensures your brand is mentioned by generative search systems, not just ranked by traditional algorithms. Read more here.
Paid ads still play a vital role, but they’re becoming more competitive and costly as more firms rely on them. PPC should be balanced with organic strategies, AI visibility, and brand-building to ensure a sustainable cost-per-conversion.
Organic traffic is declining because users must scroll further to reach traditional results, and AI summaries often meet their needs first. For many industries, including legal services, this means a direct hit to enquiry volumes unless strategies evolve to include AI visibility.
Law firms should diversify their marketing approach:
- Optimise for both search engines and generative AI platforms
- Monitor mentions within AI tools
- Continue PPC campaigns with close cost control
- Invest in brand awareness through social, radio, and sponsorships
- Track cost-per-conversion to measure real ROI
Although AI-driven traffic is still smaller than Google’s, conversion rates from AI referrals are significantly higher. Users engaging through AI search are typically more informed and ready to enquire, meaning fewer visits can yield stronger results.
Stephen Moore
Founder and CEO of MLT Digital & ReceptIO and host of the Your Law Firm Success Podcast.
