A Guide to Crafting Content for AI Discovery and Retrieval
The landscape of internet marketing is evolving rapidly, marking a significant shift we haven’t witnessed in nearly two decades. If you’re still creating content in the same format and style as you did a decade ago, your law firm’s website risks being overlooked by AI Overviews and Large Language Models (LLMs).
The Current Reality of Search Traffic
Many businesses, including major players like MailOnline, are experiencing a staggering drop in search traffic—up to 56%—when AI Overviews feature prominently in Google search results. This isn’t just a trend; it’s a paradigm shift in how users access information (Search Engine Land). Thankfully, early data provides insights into how people are increasingly turning to LLMs and AI Overviews to find relevant information (Search Engine Journal).
Essential SEO Principles Still Apply
Despite the changing landscape, one principle remains constant: the importance of quality content. A remarkable 53% of websites referenced in AI Overviews appear on the first page of Google results. Furthermore, most content cited by LLMs, like ChatGPT or Claude, is sourced from top-ranking pages. As such, maintaining a focus on SEO and E-E-A-T (Experience, Expertise, Authority, Trustworthiness) is more crucial than ever.
To ensure your content is discoverable by AI systems, you need to enrich your approach with several additional layers.
How Do LLMs and AI Overviews Interpret Content?
Unlike traditional bots that merely scan a webpage, LLMs ingest content, searching for semantic clarity. Here are key criteria they consider:
- Does this content answer the searcher’s question directly?
- Is the content clear and concise?
- Does the content make sense?
LLMs analyze thousands of pages within seconds to construct a new piece of content. According to Carolyn Shelby, Principal SEO at Yoast, effective content must now be:
- Segmented logically to express one idea per section.
- Consistent in tone and terminology.
- Presented in formats that allow for quick parsing (like FAQs and how-to guides).
- Clear, not clever.
Additionally, offering original insights—be it case law analysis, unique opinions, or practical knowledge—boosts your chances of recognition by LLMs and AI Overviews.
Crafting Your Content: Key Principles
Clarity
This is where many writers struggle. While creative writing captivates, clarity is paramount for LLMs. Every word should serve to enhance understanding. Short sentences and paragraphs are your allies here. Avoid jargon—embrace simplicity.
Top Tip: Remember Stephen King’s advice: "Never use a big word when a small one will do." Focus on one topic per article or landing page to maintain clarity.
Structure
Transform your mindset from that of a writer to that of an information architect. Ask yourself, “How can I structure this content to convey one idea effectively?” Use H2 and H3 headings consistently, and incorporate bullet points and tables to enhance comprehension for both AI and human readers.
Top Tip: Basic SEO principles apply here. You can find several free courses on platforms like YouTube; I recommend this helpful course.
Brand Visibility
The hard truth is that users are clicking through websites less frequently than they were a year ago. As such, your law firm should strive to feature in as many AI Overviews and LLM search results as possible. It’s crucial to note that even if users don’t click through to your site initially, increased visibility builds brand trust.
SEO has transformed from Search Engine Optimization to Search Everywhere Optimization. Ensure your content appears across multiple channels. Consider starting a YouTube channel or publishing articles in high-authority publications with links back to your website. Maximize effective social media marketing—the more visible your brand, the more LLMs will recognize it as an authority.
Top Tip: To streamline your efforts, consider repurposing content. Create a blog weekly or bi-weekly, and use that content to generate video scripts and social media posts. Tools for AI editing can help further disseminate your content.
Conclusion: Adapting to the New Internet
The key to navigating this new digital landscape lies in creating content that is optimized for traditional SEO, while also being clear, original, and structured specifically for LLMs and AI Overviews. Upholding E-E-A-T principles will ensure your content resonates with both search algorithms and prospective clients.
Interestingly, while LLMs can generate content, they often produce generic output filled with filler phrases like, "In today’s fast-paced digital world…". Such genericities are unlikely to keep readers engaged.
If you’re considering utilizing LLMs for your content needs, remember: your material must be well-structured, reflect your brand’s tone, and maintain a human touch to keep your audience engaged. In many cases, the time invested in editing may well justify crafting the content yourself.
Embrace this transformation in legal marketing—it’s an opportunity to elevate your law firm’s visibility and authority in a digitally-driven world.
Corinne McKenna is a legal copywriter at The Legal Copywriting Company.
