Google’s search results are changing. AI-generated answers, summarised content, and fewer clicks to websites are all part of a shift that’s already underway. This will affect how law firms and barristers’ chambers are found online.
Whether you’re managing your own site or overseeing digital marketing, it’s helpful to understand the terminology behind this evolving search landscape. Below is a glossary of key terms related to AI-powered search, written specifically for those in the legal sector.
This is not about becoming a technical expert, but about making informed decisions. The better you understand how AI search works, the better you can position your chambers or firm for visibility and trust.
AI Overviews
Google’s AI-generated summaries that appear at the top of some search results, answering users’ questions directly by combining information from several websites. (Previously known as Search Generative Experience (SGE).)
Why it matters: These summaries may reduce traffic to your website if users don’t need to click through for an answer.
Search Generative Experience (SGE)
The earlier name for Google’s AI-generated results. This was the testing phase, launched in the U.S. in 2023, before being renamed AI Overviews.
Why it matters: You may still see this term used in reports or SEO tools.
Generative search
A search experience where results are written by AI, based on multiple sources, rather than just showing a list of links.
Why it matters: Users are increasingly getting answers from the search results, not just being pointed to websites.
Zero-click search
When someone finds what they’re looking for directly on the search page – often through a featured snippet or AI Overview – and doesn’t click on any website.
Why it matters: This can affect how much traffic your site receives, even if you’re ranking well.
Featured snippet
A short answer box that appears above traditional search results. Pulled from one website, it’s often used by Google to answer simple or common questions.
Why it matters: Featured snippets are one of the sources AI Overviews may use.
People Also Ask (PAA)
A box in search results showing related questions, each with a dropdown answer. These are AI-influenced and often pull from trusted sites.
Why it matters: Well-structured legal content can be featured here, increasing visibility.
Large language model (LLM)
A type of AI trained to understand and generate human-like text. Google’s AI, ChatGPT, and Bing AI all run on LLMs.
Why it matters: These systems interpret legal content and decide what to summarise or present in search.
AI optimisation (AIO)
The process of creating and structuring content so that it’s easy for AI tools like Google’s AI Overviews or ChatGPT to understand and summarise.
Why it matters: Optimising for AI is becoming as important as traditional SEO.
AI engine (AIE)
An artificial intelligence system that powers search and answers questions. Examples include Google’s AI Overview engine, Bing AI, and ChatGPT.
Why it matters: These tools are now mediating how users find and interact with legal information online.
Entity optimisation
Ensuring that named individuals or organisations such as barristers, firms or chambers are clearly and consistently recognised by search engines.
Why it matters: When Google understands who you are and what you do, your chances of appearing in AI results improve.
Semantic search
A method of search that focuses on meaning and context rather than exact keywords.
Why it matters: AI is better at understanding natural language, so content should be written clearly, with real questions and answers in mind.
Structured data (schema markup)
Extra code added to your website that helps Google understand the type of content it’s reading – for example, whether it’s a barrister profile, an FAQ, or a service page.
Why it matters: Structured data increases the chances your content is selected for snippets and AI summaries.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google’s framework for evaluating high-quality content, especially for sensitive or professional topics like law.
Why it matters: Content written by qualified professionals is more likely to be trusted and featured in search results.
Organic search results
The standard, unpaid listings shown by Google based on content relevance and quality.
Why it matters: These results are now appearing below AI Overviews, which may reduce visibility.
Click-through rate (CTR)
The percentage of people who see your link in search results and click on it.
Why it matters: A falling CTR may suggest that users are finding what they need in the search page itself—possibly from an AI Overview.
Long-tail keyword
A specific, often longer, search phrase like “classic car exhaust repairs in Wimbledon”.
Why it matters: These types of queries are more likely to trigger AI answers, and are especially relevant for legal content.
Visibility (search visibility)
A measure of how often your website appears in search results, including traditional links, featured snippets and AI-generated summaries.
Why it matters: Visibility now depends not just on rankings, but also on how well your content supports AI responses.
Final thoughts
AI search is still evolving, but it’s already shifting how people interact with legal information online. By understanding these terms and how they relate to your website, you can better prepare for future changes—and ensure your chambers or firm remains visible, relevant and trusted.
If you’d like help reviewing your current website for AI-readiness, or have questions about how to optimise for future search trends, we’d be happy to talk. Email us at [email protected].
