What ChatGPT Search Release Means for Law Firm SEO

GPT Search is an AI-powered search engine that leverages generative language models to provide users with more conversational and context-aware search results. 

Unlike traditional search engines that rely heavily on keyword matching, GPT Search understands natural language queries, allowing for more nuanced and detailed responses. This technology is particularly effective for complex fields like law, where users often seek in-depth answers to specific legal questions.

Think of GPT Search as a conversation rather than a ‘search-in,’ ‘results-out’ experience offered by Google and other search engines.

Differences Between GPT Search and Traditional Search Engines

Traditional search engines use algorithms that prioritize keywords and backlinks to rank websites. 

GPT Search, on the other hand, focuses on understanding the intent behind a user’s questions, delivering results that are more aligned with what the user is actually seeking. 

For instance, when someone searches for legal advice, GPT Search can provide comprehensive answers rather than a list of links to sift through.

While GPT Search primarily focuses on understanding and directly answering user queries, it will still likely consider website authority and topical authority when sourcing information. 

This means authoritative websites with high-quality, relevant content are more likely to be referenced in GPT Search’s responses. 

However, unlike traditional search engines that present a list of ranked links based on keywords and backlinks, GPT Search synthesizes information from these reputable sources to provide a clear and comprehensive answer. 

For instance, when someone searches for legal advice, GPT Search will draw from authoritative legal websites to deliver an informative response that directly addresses the user’s question, prioritizing the clarity and usefulness of the answer over simply listing sites to visit.

Accessing GPT Search and Its Cost

Access to GPT Search is currently offered through a subscription to GPT-4, which costs $20 per month under the GPT Premium plan. 

This paywall means that, for now, the tool is primarily used by individuals and professionals willing to invest in cutting-edge AI technology.

While GPT Search introduces innovative features, it currently competes with well-established search engines like Google, Bing, and specialized AI search tools such as Perplexity.

Traditional search engines hold the majority of the market share, mainly due to their accessibility and the public’s familiarity with them. 

In fact, despite minor fluctuations over the years, Google has consistently maintained a dominant position. As of October 2024, Google owned nearly 90% of the global search engine market share. This dominance underscores that, while new technologies like GPT Search are emerging, traditional search engines remain the primary avenue for users seeking services—including legal services.

But how does GPT compare to traditional search engines?

GPT Search handles complex, multi-layered queries by providing detailed, conversational answers. However, it may not yet match traditional search engines’ comprehensive indexing and speed for broader or more general searches related to services, such as legal services.

Despite its advancements, GPT Search has notable limitations. 

Issues such as providing inaccurate information, known as “hallucinations,” highlight the need for continued development and refinement of the technology, especially when dealing with legal questions.

Additionally, GPT Search can lack variation in responses during continued searching. 

In a conversational search setting, if the initial response doesn’t fully address the user’s needs, GPT Search may struggle to offer alternative perspectives or additional information upon further prompts. 

Unlike traditional search engines like Google, which provide a diverse array of links and resources for users to explore, GPT Search typically generates a single, consolidated answer. This can limit users’ ability to explore different options for a service or find alternative sources for a topic if the initial response isn’t what they’re looking for.

As an emerging tool, GPT Search lacks extensive SEO guidelines, making it challenging for marketers to optimize content effectively. 

Anticipating Heavy Volatility in GPT Search Results

The algorithm is still in flux.

As GPT Search develops, law firms can expect fluctuations in how their content ranks. Algorithm updates and changes in user adoption will lead to periods of instability, requiring ongoing attention and adaptation.

Lawyers can expect high levels of volatility in search rankings and visibility for law firms while GPT developers continue to refine GPT Search.

Limited Understanding of GPT Search Algorithm

Currently, there is limited information about the specific SEO practices that will enhance visibility on GPT Search. 

The TruLaw Marketing technical SEO team has drawn parallels with existing generative AI search tools, like Google’s Generative AI results, to make educated guesses about optimization strategies.

Another important factor when discussing GPT Search SEO is the shift in user queries and search intent.

Understanding how users interact with GPT Search is crucial. Unlike traditional search engines, where users might input short keyword phrases, GPT Search users are more likely to ask detailed questions. Recognizing this shift in search behavior is essential for tailoring content that meets these new expectations.

To adapt to GPT Search, law firms might consider shifting from a purely keyword-centric SEO strategy to one that emphasizes valuable, audience-focused content. This includes creating in-depth articles, guides, and FAQs that address common legal questions, which can improve engagement and relevance in AI-driven search results.

However, we do not recommend rushing into a GPT Search-first SEO strategy.

While GPT Search is an exciting new development, there are several reasons to approach it cautiously:

• Access Limitations: GPT Search is behind a $20/month paywall (GPT Premium), limiting its accessibility to a broader audience.
• Minimal Market Share: Due to its subscription model and the general public’s slow adoption of AI technologies, GPT Search holds a very small portion of the search engine market compared to giants like Google.
• Initial Market Introduction Flaws: Early stages of GPT Search have shown some flaws, such as inaccuracies and outdated information, indicating that the technology is still maturing.

Given these factors, it’s unlikely that GPT Search will significantly disrupt the dominance of traditional search engines in the near future. Therefore, it’s important not to divert excessive resources away from established platforms like Google, which are potential clients’ primary tools to find lawyers.

Overlap in SEO Strategies

Fortunately, there seems to be an overlap between traditional SEO and GPT Search optimization. 

Foundational SEO practices remain effective across both platforms:

• Maintaining Website Authority: Quality backlinks and a strong online reputation boost your site’s credibility in the eyes of both traditional and AI search algorithms.
• Technical SEO: Ensuring your website is technically sound—fast loading times, mobile optimization, proper indexing—remains crucial.
• Establishing Topical Authority: Consistently producing high-quality, relevant content helps establish your firm as an authority in your field, which all search engines value.

Adhering to proven SEO strategies remains vital to your firm’s digital marketing success.

Law firms should monitor emerging trends in GPT Search and make incremental adjustments to ensure they remain competitive without sacrificing performance on traditional search engines.

This balanced approach ensures that you capitalize on new opportunities without neglecting the platforms that currently drive the majority of web traffic.

At TruLaw Marketing, we’ve been at the forefront of adapting to generative AI search technologies. 

Since gaining early access to Google’s Generative AI through Google Labs over a year ago, we’ve successfully ranked our clients within AI-generated search results by implementing tailored SEO strategies.

We are committed to continuous learning and adaptation as new AI search algorithms emerge. Our team stays informed about industry developments, ensuring our clients benefit from the most effective SEO practices. While AI search technologies like GPT Search are essential, they complement rather than replace traditional search engines at this stage.

The advent of GPT Search represents an exciting development in search engines, offering new opportunities for law firms to connect with potential clients. However, it’s essential to approach this technology with a balanced strategy. By creating valuable, user-centric content and maintaining traditional, solid SEO practices, law firms can position themselves for success both now and in the future.

TruLaw Marketing is dedicated to guiding law firms through these changes. Our expertise in traditional and AI-driven SEO ensures your firm remains visible and competitive in an ever-changing digital landscape. We’re here to help you navigate these advancements confidently, keeping your focus on what matters most—providing exceptional legal services to your clients.

At TruLaw Marketing, we specialize in delivering innovative digital marketing solutions tailored to the legal industry. Our value proposition lies in our commitment to understanding the unique needs of law firms and implementing strategies that drive measurable results. By blending proven SEO techniques with cutting-edge approaches to emerging technologies like AI search, we help our clients stay ahead of the curve.

Contact us today to learn how we can enhance your online presence and support your firm’s growth in this new digital marketing era.