Google recently rolled out a major update to its voice search engine, which could significantly impact how legal information is found online. The new system, called Speech-to-Retrieval (S2R), changes the way voice queries are interpreted and ranked. Rather than converting spoken language into text first (as in the previous model), S2R utilizes AI to match speech directly with relevant online content.

This shift isn’t just technical; it could change how prospective clients discover legal services and how attorneys perform research using voice tools.

From Words to Meaning: The End of Transcription-Based Search

Historically, voice search relied on a process called Cascade ASR. In this model, a spoken query was first transcribed into text, then processed through the traditional Google ranking system. The problem? Voice-to-text transcription can introduce errors and strip away subtle cues that are crucial for understanding intent, a factor that is particularly important in legal contexts.

Google’s new S2R model eliminates that transcription step. Instead, it uses a dual neural network to analyze spoken queries and match them directly with documents, skipping the error-prone middle stage of text conversion.

Why This Matters for Law Firms and Legal Marketing

For attorneys and law firm marketers, this technology introduces new considerations:

• Voice search optimization: Traditional SEO strategies often focus on keywords and text content. With S2R, Google is placing more weight on semantic meaning, i.e. what a person intends to find when they speak a query. This places renewed importance on creating well-structured, intent-driven content that clearly and naturally answers legal questions.
• Searchability of legal resources: Clients increasingly use voice to ask legal questions on mobile or smart devices. With S2R, Google is better equipped to surface relevant legal pages, even if the client phrases their question conversationally (e.g., “What’s the penalty for a first-time DUI in Virginia?”).
• Smarter legal research: Lawyers who utilize voice assistants for quick research may benefit from more accurate results, particularly as the technology becomes more refined.

While S2R enhances query understanding, traditional ranking still plays a role. Once the system identifies the most semantically relevant documents, it applies familiar ranking signals, like site quality, page speed, and topical relevance, to determine which links appear first.

This underscores the importance of maintaining strong SEO fundamentals alongside any voice strategy.

How the System Works: Neural Networks and Vectors

S2R uses a dual-encoder model:

• An audio encoder converts spoken queries into vectors, mathematical representations that capture the meaning of the question.
• A document encoder does the same for written content, such as legal articles, blogs, or court decisions.

These vectors are mapped into a shared “semantic space,” allowing Google to match audio queries with relevant documents, even if the words don’t exactly align. For example, if someone says “screaming face painting,” the AI still correctly connects the query to Edvard Munch’s The Scream.

In legal terms, that means if a user asks a voice assistant, “What’s the process for suing a landlord,” the AI may match them with your firm’s eviction or tenant rights page—even if those exact words weren’t used.

How Accurate Is It?

Google benchmarked S2R against both its previous Cascade ASR model and a near-perfect version called Cascade Groundtruth. S2R outperformed the old system and came very close to the ideal results of Groundtruth. Though not flawless, the improvements are substantial, and S2R is already live in multiple languages, including English.

The Takeaway for Legal Professionals

Google’s transition to S2R signals a broader shift toward more intuitive, conversational search. For law firms and legal marketers, this means:

• Prioritizing clear, helpful content that answers real client questions
• Optimizing for voice search with conversational phrasing and FAQs
• Staying ahead of evolving search technologies to remain discoverable

As search evolves, so should your digital strategy. Voice search is no longer a novelty; it’s quickly becoming a standard. Law firms that adapt early will be better positioned to capture new clients and enhance their visibility in a competitive market.

Stay Ahead of Voice Search with BluShark Digital

As Google revolutionizes voice search, law firms must evolve their digital strategies to remain visible and competitive. At BluShark Digital, we specialize in helping attorneys navigate the changing SEO landscape, so your firm shows up when potential clients ask for help, no matter how they search. Contact BluShark Digital today to ensure your firm is ready for the rise of AI-powered voice search.