In June, 9Sail’s Client Success Manager, Jordanna Kalkhof, discussed changes to the current search landscape with 9Sail’s two digital strategists, Taylor Tufano and Ryland Alkins. Read on to hear their thoughts on how law firms can adapt their digital marketing strategies to optimize content for AI-driven search results.

Key Takeaways:

• AI search is fundamentally changing digital marketing for law firms, with AI overviews now appearing in 30% of searches and requiring a new approach to content optimization called Generative Engine Optimization (GEO).
• To succeed in AI search, law firms must create content that is concise and structured, uses natural language, demonstrates expertise, and focuses on user intent. 
• Traditional SEO metrics are evolving– impressions have become important again, and firms should track AI traffic channels in Google Analytics and other tools to understand their visibility.
• Early adopters of GEO strategies will gain long-term visibility and trust signals that will become increasingly difficult to replicate as AI search continues to evolve rapidly.