Google AI Mode Just Changed the SEO Game

Google AI Mode is a new, AI-powered version of search that gives users summarized answers instead of a list of blue links. It’s powered by Google’s Gemini 2.5 Pro model—basically their attempt to compete with tools like ChatGPT.

The experience is more conversational, more “just give me the answer,” and it marks a huge shift in how information is surfaced on Google.

Instead of directing users to your website, Google AI Mode visits your site, pulls the content it wants, and gives users a summary—without anyone clicking anything.

Yes, that’s a big deal.

Let’s call it like it is: Google is trying to be GPT. But here’s the problem—they’re losing the very thing that made them the dominant search engine in the first place.

People went to Google for options. To compare. To explore. People go to GPT for answers. Quick, convenient, conversational.

Now, with AI Mode, Google’s kind of stuck in the middle—and it’s showing:

• The UI is messy.

• Ads are taking over.

• And the user experience? Kind of a headache.

Will this drive people away from Google Search? Maybe. Does it mean the death of Google? Doubt it. They’ve fumbled before. (See Killed By Google for the graveyard.)

But this does mean Google is evolving in real-time, and you need to evolve with it.

Let’s get this straight: SEO isn’t dead. But the rules of the game have changed.

Here’s what Google is looking for in AI Mode:

• Accurate, structured data

• Crawlable, indexable websites

• Unique, valuable content (not AI spam)

• Multimodal content (text + images + video)

If your law firm has been coasting on a few blog posts stuffed with keywords and a dusty “Practice Areas” page, this new landscape is going to leave you behind.

But if you’ve been building a legit online presence—with original content, real expertise, and strong brand signals—you’re in a good spot.

In fact, you’re ahead.

You’re about to hear a lot of marketers preaching a new mantra: “Visibility is the new click.”

And hey—maybe they’re right. But we don’t think so.

Sure, visibility matters. Showing up in Google AI summaries, being referenced on social media, or having your content cited in a GPT response can all build brand awareness. That’s great. But at TruLaw Marketing, we believe law firms shouldn’t be chasing impressions, click-through rates, or even search rankings.

There’s one KPI that actually matters: Cases.

Not just “cases from your website.” We mean organic cases from everywhere:

• YouTube videos

• Social media

• Referrals

• Reddit

• Even someone finding your name in a GPT conversation

That’s the metric that ties directly to revenue and return.

And that’s how we’ve always operated. Not because it’s trendy. But because it’s the only metric that means anything to your bottom line. If you’re not signing new clients, what’s the point?

So yeah, visibility is nice. But let’s not confuse it for growth. Cases are what count. Always have. Always will.

This isn’t a “start over” moment. It’s a “double down on what works” moment.

Be Visible Across Platforms

Don’t rely on Google alone. Be present on:

• YouTube

• Facebook

• Instagram

• TikTok

• Reddit

• LinkedIn

If your brand only exists on your website, AI Mode may never find you.

Create More Than Just Blogs

Law firms need omni-type content:

• Blog posts

• Video explainers

• Infographics

• Short-form reels

• Client guides

• Social commentary

Google’s new search is multimodal—it’s surfacing photos and videos, not just text.

Stop writing for keywords

Start writing for humans. That means:

• Real research

• Clear, helpful content

• Direct answers to client questions

• Zero fluff

If you’re leaning too hard on AI-generated blog posts or keyword lists, AI Mode is going to skip right over you.

Build a Real Brand

This is the big one. Google’s AI favors trustworthy, recognizable sources.

Get your law firm mentioned in:

• Legal directories

• News articles

• Forums

• Social media

• Press releases

The more your name shows up across the web, the more signals Google has that you’re a reliable authority. And that’s what gets you surfaced in AI Mode.

Oh, and if you are my client, don’t forget REVIEWS!

A pretty well-known name in the legal marketing industry, and someone who I believe is generally right on the money about the changing landscapes in legal marketing, posted a blog today with the quote:

“SEOs who have long manipulated content and backlink signals are about to be cooked.”

And I couldn’t agree more.

This isn’t about tricks. This is about legitimacy. And law firms that have been doing things the right way—investing in their brand, building real content, and showing up for their audience—will thrive.

Yes, SEO just got harder.

But that’s a good thing.

Because in this new world, shortcuts don’t work. Strategy does.

Want to talk about how your firm can stay visible in Google AI Mode?

Let’s connect.