I’ve been analyzing attorney websites for three years now. The last six months? It’s gotten ridiculous.
Firms are publishing content every single day. Sometimes twice a day. Blog posts about car accidents in their city, truck crashes on their highways, slip and falls in their county. All of it sounds exactly the same.
“When tragedy strikes…”
“The aftermath of an accident can be overwhelming…”
“Understanding your rights is the first step…”
It’s all AI. Every word of it. And they’re all making the same fatal assumption: that Google’s AI Overviews care about how much content you publish.
They don’t.
The Search Results Page You’re Not Looking At
Here’s what I want you to do right now. Google “[your city] car accident lawyer.” Go ahead. I’ll wait.
See that AI Overview at the top? The one taking up half the screen? That’s where your next client is getting their answer. They’re reading that, getting what they need, and never scrolling down.
Now scroll. Keep going. Past the map. Past the ads. How far down are the actual organic results? Fourth? Fifth? Sixth position on the page?
That’s what organic SEO has become. A participation trophy for firms spending $5,000 a month on content nobody reads.
Zero Click Means Zero Chance
The average searcher isn’t clicking anymore. Google’s research shows that 25% of searches now end at the AI Overview. Zero clicks to your site. Zero phone calls to your firm. Zero cases.
And that number is going up. Fast.
Traditional SEO was built on a simple promise: rank high, get clicks, get clients. That entire model is dead. You can rank #1 organically and still get nothing because the AI Overview answered the question before anyone saw your listing.
This isn’t some future prediction. This is happening right now. Today. While firms are publishing their third “What to Do After a Car Accident” post this week.
The Once-in-a-Career Window
Here’s what most attorneys don’t understand yet: Google’s AI Overviews are choosing which firms to cite based on one thing above everything else.
Authenticity.
Not keyword density. Not publishing frequency. Not how many blog posts you cranked out in November.
Authentic voice. Real expertise. Content that sounds like an actual attorney wrote it, not a prompt engineer in someone’s basement.
Right now, in late 2025, AI Overviews are still learning. They’re still figuring out which sources to trust. Which firms to cite. Which content actually helps people versus which content is just SEO spam dressed up in better grammar.
You have maybe six months to establish yourself as a citation-worthy source before this window closes. Once Google’s AI decides you’re not worth citing, climbing out of that hole will be nearly impossible.
Why Posting More AI Content Is Making It Worse
I’ve talked to firms that are doubling down. They’re using AI to write even more content, faster. Blog posts, city pages, practice area pages. All generated. All generic. All sounding exactly like the other 200 personal injury firms in their state.
They think volume will win.
It won’t.
Every generic AI post you publish is training Google’s systems to see your firm as just another content mill. Just another site churning out the same information everyone else has. Not an authority. Not a trusted source. Just noise.
The firms that will dominate AI Overviews aren’t publishing every day. They’re publishing with purpose. With voice. With content that sounds unmistakably like them.
What Voice DNA Actually Does
I built Voice DNA because I kept seeing the same problem. Attorneys would tell me they wanted authentic content, then hand me three bullet points and expect me to channel their voice from that.
It doesn’t work that way.
Voice DNA analyzes how an attorney actually writes. How they structure arguments. Whether they lead with emotion or logic. How formal or conversational they are. Their sentence rhythm. Their vocabulary choices. Even their punctuation preferences.
We measure 13 different dimensions because authenticity isn’t one thing. It’s a fingerprint. Your firm’s fingerprint.
When we create content using Voice DNA, Google’s AI can’t tell it apart from what you’d write yourself. Because it matches your patterns at a level that generic prompts never will.
That’s what gets cited. Not perfect grammar. Not SEO optimization. Authenticity at scale.
The Firms That Will Win
Six months from now, there will be two types of law firms.
The ones being cited in AI Overviews as trusted sources. The ones whose content Google’s AI points to when someone searches for help.
And the ones buried on page two, wondering why their organic rankings don’t matter anymore.
The difference won’t be how much content they published. It’ll be whether that content sounded real.
You can publish ten AI-generated blog posts this week and hope for the best. Or you can publish one piece that actually sounds like you and establish authority while the window is still open.
Your call.
But remember: every firm in your market is making this same decision right now. And Google’s AI is watching all of us, deciding who to trust.
Choose wisely.
