In May, Robyn Addis, Chief Revenue Officer at 9Sail, discussed Google’s most recent algorithm update with 9Sail’s two digital strategists, Taylor Tobey and Ryland Alkins, and 9Sail’s Client Success Manager, Jordanna Kalkhof. Read on to hear their thoughts on how law firms can prioritize user-focused content, leverage AI strategically, and diversify their digital marketing approach to stay competitive in an increasingly complex online landscape.

Key Takeaways:

• Google’s March algorithm update prioritizes high-quality, user-focused content over keyword stuffing, emphasizing natural language and user intent.
• AI models should be used for content ideation and research, not as a final product. Always maintain human oversight and review to ensure accuracy and compliance.
• Law firms should diversify their digital presence across multiple channels (AI overviews, PPC, organic listings) to future-proof their online strategy and adapt to changing search landscapes.
• Focus on conversion tracking and lead quality rather than just traffic volume, as zero-click searches and AI overviews are changing how users interact with search results.