60% of Legal Searches Now End Without a Click (talk24.ai)

A recent report reveals a dramatic shift in the legal sector, where 60% of legal searches now conclude without clicks, largely due to Google's AI Overviews providing direct answers on search results pages. This trend is projected to rise to 70-80% by mid-2026, indicating a severe decline in website traffic for law firms that have traditionally relied on Google for client acquisition. Notably, while impressions remain steady, actual click-through rates are plummeting, leading to a median traffic drop of 19% for law firms, with some facing declines as steep as 80%. The financial implications are stark; personal injury lawyers are experiencing a staggering 568% increase in costs per click compared to 2021. This transformation necessitates a new approach, termed Generative Engine Optimization (GEO), which emphasizes AI citation over conventional search ranking. Law firms must now diversify their marketing strategies, building their presence across various platforms and optimizing their information for AI systems rather than just search engines. As traffic declines and costs rise, those that adapt by establishing direct brand recognition and community involvement are positioned to thrive, shifting from traditional SEO models to those that resonate with evolving AI user behaviors. The legal landscape is rapidly changing, challenging firms to rethink their strategies to maintain relevance and profitability in a digital age.