Search Isn’t Dead, It’s Evolving in the Age of AI

29 Aug, 2025 AI

The rise of generative AI tools like ChatGPT, Gemini, and Perplexity has introduced significant shifts in how users find and consume information. While these platforms are increasingly used for summarizing content and speeding up research, traditional search engines, especially Google, remain dominant. A recent Nielsen Norman Group study confirms that despite experimentation with AI, users continue to default to Google due to familiarity and trust. For brands and law firms, this means organic visibility still matters. AI is reshaping the user journey, but it’s not replacing it.

How User Behavior Is Changing

Generative AI tools are becoming key players in productivity. Users are turning to AI to handle complex queries and exploratory tasks more efficiently. However, when it comes to verifying facts or making informed decisions, especially in areas like legal services, users still return to Google. This hybrid behavior shows that AI is not replacing search engines, but rather complementing them as part of a broader information workflow.

AI Summaries Are Redefining SEO Strategy

Google’s new AI Overviews, which often appear at the top of search results, offer users quick answers before they even click on a link. While this improves user experience, it also reduces site traffic, even for high-ranking pages. As a result, law firms and other businesses must shift their SEO strategies. Content now needs to go beyond keywords and rankings; it must be authoritative, structured, and compelling enough to be featured in AI summaries.

Do Backlinks Still Matter in AI Search?

Absolutely, but their role is evolving. In traditional SEO, backlinks influenced rankings and domain authority. In the AI era, they act as signals of credibility and relevance. Content or quotes cited alongside reputable sources like government sites or legal journals is more likely to be surfaced by AI tools. Structured data, consistent entity references, and high-quality citations are now essential for standing out in AI-powered environments like ChatGPT or Perplexity.

Earning Visibility in a Hybrid Search Ecosystem

The fundamentals of SEO aren’t disappearing; they’re being redefined. To remain competitive, law firms and marketers must adapt to a model where trust, authority, and content structure take center stage. Backlinks still matter, but they must work in tandem with entity recognition and quote-worthy writing. The new objective isn’t just to rank, it’s to be the kind of source AI tools consider worth referencing.

Ready to Strengthen Your Firm’s Visibility in 2025?

At BluShark Digital, we specialize in helping law firms stay ahead of evolving search trends. From technical SEO to AI-focused content strategy, we ensure your brand remains visible, whether clients are searching through Google or asking an AI assistant.