Why SEO and AI Mentions Matter for Law Firms

In today’s world, digital visibility is everything—especially for law firms in the UK. Whatever your practice area, chances are your future clients will look you up online before ever picking up the phone.

With over 90% of online experiences starting with a search engine (BrightEdge, 2022), firms that aren’t visible on Google or Bing risk losing valuable leads to more digitally savvy competitors.

Let me explain why search engine rankings matter for law firms, which platforms to focus on, and how smart use of SEO and AI tools like ChatGPT and Copilot can boost your online presence.

Why Search Engine Rankings Matter for Law Firms

Legal services are built on trust and authority. But in a competitive market, simply being good at what you do isn’t enough. Potential clients need to find you and trust what they see online. That’s where SEO (Search Engine Optimisation) comes in.

The Benefits of SEO for Law Firms

✅ Better visibility – Most people don’t scroll past the first few results on Google. In fact, the top five results get nearly 70% of all clicks (Backlinko, 2023).

✅ Trust and credibility – Appearing high in search results makes your firm look more reputable and established.

✅ Quality enquiries – SEO attracts people who are actively looking for legal help, so you're reaching prospects when it matters most.

✅ Cost-effective marketing – Unlike paid ads, organic traffic keeps coming with minimal ongoing cost, delivering long-term ROI.

Which Search Engines Should Law Firms Focus On?

Let’s be honest—Google is still the giant in the UK, holding over 92% of the market share (Statcounter, March 2025). So, it should absolutely be your top priority.

That said, don’t ignore Bing—especially if you're targeting business clients or older demographics. Bing powers Microsoft Edge and Windows search which comes as standard on most business PCs, making it more relevant than you might think for corporate and in-house legal teams.

What Does SEO Actually Involve for Law Firms?

At its core, SEO is about helping your law firm show up when people search for services like “family solicitor in Manchester” or “conveyancing in London.” It involves three main areas:

1. Keyword Research & Content Strategy

Start by figuring out what your potential clients are searching for. Then create content that answers their questions and matches their intent.

2. Website Content Optimisation

Google values high-quality, helpful content. Here's what law firms should focus on:

✅ Detailed service pages – e.g. Conveyancing, Family Law, Wills & Probate.

✅ Educational blog posts – answering common legal questions.

✅ FAQs and guides – to build trust and reduce confusion.

✅ Case studies and testimonials – to show real-world success.

3. Backlinks & Building Authority

Google ranks websites higher when they’re linked to by other credible sites. To build backlinks, you can:

✅ Get listed on legal directories like the Law Society or Chambers UK.

✅ Write guest posts for legal or local publications.

✅ Issue press releases for firm news or legal commentary.

✅ Collaborate with universities or legal researchers to co-author articles.

4. Technical SEO: Speed, Security & Mobile Usability

A slick website isn’t just for looks—it’s a ranking factor.

✅ Make sure your site loads fast (ideally in under 3 seconds).

✅ Use SSL encryption to protect client data.

✅ Ensure your site works smoothly on mobiles—over 60% of legal searches happen on mobile devices (Think with Google).

5. Local SEO & Google Business Profile

Many clients search for solicitors “near me.” Boost local visibility by:

✅ Setting up and optimising your Google Business Profile (photos, reviews, services).

✅ Encouraging Google and Trustpilot reviews from clients.

✅ Including local keywords like “family solicitor in Bristol.”

Why Mentions by AI Tools Like ChatGPT and Copilot Matter

AI tools like ChatGPT and Microsoft Copilot are becoming part of how people find and consume information. They may not directly affect your SEO rankings (yet), but they do influence brand visibility and perceived expertise.

When someone asks an AI tool for legal advice or firm recommendations, it pulls from online sources. If your firm is consistently publishing reliable content and showing up in trusted places, you're more likely to be mentioned.

How to Increase Mentions by AI Tools

✅ Publish quality legal content – AI tools favour informative, fact-based content.

✅ Get featured in legal directories or industry publications – this boosts your digital authority.

✅ Stay active on social media – Twitter, LinkedIn and legal forums are being indexed more frequently by AI-driven tools.

Is It Worth Chasing AI Mentions?

While AI mentions aren’t a direct SEO ranking factor (at least for now), they help shape your digital reputation. The more your firm appears as a trusted source—whether on your site, directories, or blogs—the more likely AI models are to reference you.

Final Thoughts

SEO isn’t just “nice to have” anymore—it’s a must-have for law firms looking to grow and compete. A strong SEO strategy helps your firm:

• · Get found online

• · Build trust with potential clients

• · Stand out from competitors

And with the rise of AI tools starting to shape how people seek information, having a presence in both search engines and AI platforms could be a game-changer.

Content Strategy

If you need some help deciding on what content you should be posting to improve your Google rankings, then get in touch; we can definitely help you create a content strategy that will attract clients.

We also strongly recommend that you consider engaging a specialist SEO agency, as search engine ranking requirements can change more often than a teenager changes their socks. SEO can be a bit of a dark art, and to keep you ranking, it needs constant attention, so unless you have the internal resource and expertise, get an SEO agency on retainer. We are happy to recommend one if needed.