Google's AI Summaries Are Changing the Game: What Law Firms Need to Know in 2025

Google has introduced a major update in 2025 that every law firm should have on their radar: AI-generated summaries. This feature, part of Google's evolving Search Generative Experience (SGE), means users can now receive condensed answers pulled from multiple websites without needing to click through to them. While this might improve user experience, it also shifts how law firms need to approach visibility, authority, and traffic generation.

In this article, we'll break down what this change means, how it's affecting law firms, and what you can do to adapt and thrive.

What Are Google's AI Summaries?

Google's AI summaries aim to answer search queries directly in the search results page.

Instead of showing just blue links, Google now provides synthesized, AI-generated answers that pull snippets from multiple sources. These summaries:

• Are visible at the top of search results for certain queries

• Pull from various reputable websites

• May cite sources but don’t guarantee clicks to those sites

For users, this is helpful. For law firms relying on traffic from organic rankings, it’s a big shift. According to Search Engine Land, early testing showed a decline in click-through rates (CTR) of up to 30% for some publishers due to these summaries.

The Impact on Law Firms

Law firms—especially those investing heavily in SEO—must now contend with a new competitor: Google’s own AI interface. Here's how it’s affecting firms:

1. Reduced Organic Clicks

   • People are getting answers without visiting your site. This is especially true for FAQ-style content.

     
     

2. More Emphasis on E-E-A-T

   • Google is more selective about what it includes in summaries. It favors content that shows Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T).

     
     

3. Stronger Need for Topical Depth

   • Law firms with thin, surface-level content are being left out of summaries. Google favors detailed, authoritative resources.

     
     

4. Loss of Brand Visibility

   • If you're not being cited or if your brand isn't visible in AI summaries, you're missing an important opportunity for awareness.

How Law Firms Can Benefit from the AI Shift

Despite the disruption, firms that adapt can win. Here's how:

1. Write for Summarization

Craft your content so it's easy for Google to lift into AI summaries:

• Use clear, concise answers at the top of your blog posts.

• Follow with deeper explanations to provide context.

• Use bullet points, numbered lists, and short paragraphs for scannability.

2. Double Down on E-E-A-T

Ensure your firm’s content demonstrates credibility:

• Include author bios with credentials (JD, years of experience, bar association info).

• Link to authoritative sources (e.g., court websites, legal statutes).

• Use schema markup to reinforce trust signals.

3. Create Original Perspectives

AI tends to avoid regurgitated or generic content. Create:

• Case studies with anonymized client stories

• Lawyer commentary on legal news

• Real-world applications of complex legal topics

4. Optimize for Featured Snippets

Many AI summaries use the same formatting Google rewards in featured snippets:

• Answer the target query in the first 1-2 sentences.

• Use H2 and H3 headers for sub-topics.

• Add FAQ sections using structured data.

5. Monitor Analytics Differently

Traffic may decrease even as visibility rises. Focus on:

• Engagement (time on site, scroll depth)

• Conversion metrics (form fills, calls)

• Branded search traffic (are more people Googling your firm by name?)

Advice for Moving Forward

Rather than fighting AI summaries, law firms should embrace them. The goal is to be included in those summaries—not excluded.

Start by reviewing your existing content:

• Is it well-structured?

• Does it offer unique insight?

• Is it written with human tone and clarity?

Then, build your content plan around depth, trust, and summarizability. That means investing in:

• 1,500+ word blog posts on core legal issues

• Practice area pages that clearly explain outcomes, processes, and FAQs

• Lawyer bios that read more like case-winning résumés than LinkedIn profiles

Finally, collaborate with your marketing team to track what’s happening. Monitor which keywords now show summaries. Test new formats. Adapt your site structure and content calendar accordingly.

Conclusion

Google's AI summaries aren’t the end of law firm SEO—they're just a new chapter. Firms that continue to rely on outdated content tactics will see diminishing returns. But those who lean into quality, clarity, and authority will not only survive—they’ll stand out in an increasingly competitive digital world.

With strategic content and a strong SEO foundation rooted in E-E-A-T, your law firm can maintain relevance, visibility, and authority—even when Google tries to do the summarizing for you.