How Will AI Impact SEO For Lawyers?

May 15 , 2023 | BY admin

AI and SEO

Artificial intelligence is changing many industries, and one of them is the legal field. In particular, we at Forward Legal Marketing anticipate that AI, ChatGTP, and BARD will significantly impact SEO for lawyers. Learn more about this critical topic in this article, and if you need help with SEO for lawyers, Forward Lawyer Marketing can help.

What Is ChatGPT?

ChatGPT is an artificial language model that uses advanced AI techniques and tools to understand and respond to users’ language inputs. ChatGPT was trained on a vast trove of data, including web pages, articles, books, and more. The tool’s ability to understand language and provide informative responses makes it popular for virtual assistants, chatbots, and related applications.

How good is ChatGPT? According to Elon Musk, it is ‘scary good.’ He also mentioned recently that he thinks ‘we are not that far from dangerously strong AI.’ ChatGPT may have some growing pains sometimes, but it is reported to be the fastest-growing app ever. A recent analysis says that the AI tool had 100 million active users as of January 2023, only two months after it was launched. On the other hand, it took nine months for TikTok to have 100 million users

What Is BARD?

BARD is an AI that Google released recently and is currently used internally at the search giant. While no announcement has been made that BARD would take over the Google search box, it is probably being implemented quietly.

BARD is controlled by Google’s highly advanced large language model called PaLM2, which was introduced in 2023. PaLM2 allows BARD to be more efficient and perform at a higher level than the earlier model.

Is AI Content Different Than Human-Created Content?

AI content is an advanced, predictive content development tool that collects content from many sources. It engages in deep learning and relies on decision-making protocols to determine what the content should include.

On the other hand, human-created content is different because it is written by a person who can gather the information but can massage and craft it in a way that does more than just state legal facts. Furthermore, human-written content has more nuance and sounds like it came from a human attorney, not a machine. Human-generated content often includes unique language details that provide a more detailed perspective and natural phrasing than AI can write.

Remember that while you can use ChatGPT to a degree for legal content writing, it does not replace human writers. For example, ChatGPT could be used to flesh out a basic response about what personal injury attorneys do. But your attorney or writer will still need to add their perspective, twist, and personal touch to what the AI tool creates. Moreover, if the AI-generated content is too generic, there is a chance that Google’s crawlers will figure out it is not entirely original.

How Will AI Affect Legal SEO?

AI can help law firms to personalize how they market to specific clients. For example, artificial intelligence may be able to analyze a law firm’s data, including how they browse and search so that AI can assist the firm in tailoring how they market and resonate more effectively with clients. This advanced personalization may increase the chances that someone will contact the law firm and even use them for a case. Here are some other ways that AI can be used with your law firm marketing efforts and SEO:

Keyword Research

With AI tools such as ChatGPT, your law firm or SEO company can collect more keyword information that prospects use to find your legal services. It can also help you make connections between legal topics you want to cover. AI can even make keyword and content suggestions based on what is online today. Imagine having AI tools that can help you find the links between critical legal topics and give you suggestions for your next blog post!

AI-Powered Searches

The bedrock of Google is a high-tech algorithm that crawls and indexes web pages. Then, it ranks them based on accuracy, authority, and relevancy. AI algorithms could improve and speed up these processes, making searches more efficient, personalized, and accurate.

An excellent example of AI integration with a search algorithm is RankBrain by Google. This tool relies on machine learning to understand what the user intended with their search. In this way, it can deliver more relevant search results. As artificial intelligence advances, search engines will likely use these technologies to provide superior search results.

Helps To Create Superior Content

The Internet is jammed with endless information, but your legal prospect usually seeks an answer to a specific legal question. This is why search engines, including Google, developed algorithms to process searches, understand their significance, and provide the best results. As a result, law firms may improve their search rankings and traffic and provide legal users with more accurate results with AI tools.

Finetuning Content Strategies

AI and machine learning help Internet search engines to offer visual content and can improve legal content strategies. The days are over when you had to type every search query. Today, it is possible that browsers can process user requests by voice and understand what they mean.

This is why law firms must develop robust content marketing strategies that feature voice search and visual content. There are many tools on the market in this area that law firms can use, and they rely on machine learning to collect data to understand Internet users’ search and social media behavior.

Writing Content Outlines

Another effective way to use AI for SEO and related purposes is to devise outlines for your content on your legal site or blog. This can be helpful to get your new content rolling, but attorneys understand the importance of due diligence. This means you can use AI tools to create the outline, but you must still review the content to ensure it applies to your law firm and adheres to all legal requirements before going live.

Improves The Legal User Experience

User experience is critical with SEO because search engines focus on websites that provide the most seamless experience for users. AI can enhance the user experience by studying user behavior and pinpointing where they can be improvements and more personalized content.

For instance, AI tools can study a legal user’s preferences and deliver legal content that is more personalized. This process ensures that the user can locate the legal content they want and stay on the site longer. Also, chatbots that use AI can give users instant assistance to legal site visitors, which improves engagement and customer service.

Improves SEO Reporting And Analysis

AI tools such as BARD and ChatGPT can help law firms and SEOs with real-time analytics for their digital marketing. These tools can make it simpler for digital marketers to understand any gaps and flaws in their methods, then they can take action to enhance their sites and landing pages.

Provides Predictive SEO

Predictive SEO means using artificial intelligence to predict future trends, algorithm updates, and user behavior. When AI and machine learning are leveraged, law firms can stay ahead of the curve, anticipate changes, and alter their SEO strategies.

Furthermore, predictive SEO can help attorneys find trending legal topics and write content that appeals to those legal prospects. Also, this type of SEO can help law firms find algorithm updates so they can change their SEO strategies so their rankings are not negatively affected.

Improved Control Over SERP Rankings

Marketing companies have less control over SERP rankings today than they may like. If you want your law firm to rank higher, you must focus on SEO independently and hope the search engine’s algorithm will react positively to them. This process mostly relies on experience to gauge results.

In the future, marketing agencies will better control their client’s SERP rankings. AI tools will analyze a legal website, pinpoint improvement areas, and prioritize the strategies to employ first. It should be quite helpful for AI-powered tools to provide detailed feedback on content gaps so you know what to write about for your upcoming legal blog posts.

Enjoy More Stable Search Rankings

A significant issue with current SEO is that search rankings can be unstable. The volatility in rankings can make it challenging to track SEO progress, which can be frustrating. However, we think AI will significantly improve this realm soon.

AI will be capable of lowering marketing fluctuations and helping your law firm keep a more consistent search position for your desired keywords. In addition, AI tools are being developed and deployed to determine the problem causing the instability and alert the SEO company.

Contact Forward Lawyer Marketing Today

So, this is how AI tools can help with your legal SEO strategies. We anticipate that AI will have a more significant impact on SEO now and more in the future. It will alter how marketing and law firms achieve better rankings, leads, and revenue. Law firms that want to enhance their results can benefit from AI-based SEO a great deal going forward.

Please contact Forward Lawyer Marketing if you need assistance with legal SEO and other marketing needs. Call us today at (888) 590-9687 for a complimentary marketing consultation.