The Future of SEO for Solicitors

At Lillian Purge, we specialise in SEO for Solicitors and have expressed my opinion what the future holds with Solicitors and the world of search engine optimisation.

When I look at how people search for legal help today I genuinely believe solicitors are entering a period of dramatic change. In my opinion SEO for solicitors is no longer just about ranking for traditional keywords like conveyancing solicitor or divorce lawyer. I have watched the legal sector shift from predictable search patterns to far more dynamic behaviour where clients expect clearer explanations, faster answers and stronger trust signals before they ever contact a firm.

Because of this I think the future of SEO for solicitors will be shaped by several major trends. Some are already visible and others are developing quickly. In this article I want to take a personal view and break down what I believe is coming next. My aim is to give solicitors a clear picture of how search is evolving so they can stay ahead rather than wait to react.

Why I Believe Solicitor SEO Is Changing Faster Than Ever

From what I have seen clients are choosing their solicitor differently compared with five years ago. People no longer want to rely only on recommendations or lengthy websites full of jargon. They want clear, quick and reassuring information. They want to feel they understand their options. They want to trust the solicitor before they pick up the phone.

Search engines have recognised this shift. Google in particular has been focusing on experience, expertise, authority and trust. In my opinion this puts legal firms under more pressure to prove credibility.

I also believe technology has changed what clients expect. People are using voice search, mobile browsing, YouTube, AI powered searches and local map results as their first step into the legal world. Many of these changes favour solicitors who produce strong content and build digital visibility strategically.

Trend 1: The Rise of AI Assisted Search

I believe one of the biggest changes solicitors must prepare for is AI assisted search. Google, Microsoft and other platforms are introducing search results where users receive instant summaries generated by AI. These summaries often sit at the top of the page which means fewer people scroll down to traditional organic listings.

In my opinion this means two things.

Solicitors need clearer, more structured content

AI systems pull information from well structured written content. In my view this makes clarity more important than ever. Solicitors who explain legal concepts in plain English with strong headings and concise paragraphs will be favoured.

Only the most trusted sources will be referenced

In my experience AI tends to favour domains that show strong authority. This means firms with established topical content, strong backlinks, and consistent expertise in key areas will appear more frequently in AI summaries.

I believe the firms that begin building deep content hubs now will be far ahead in the next two to three years when AI search becomes standard.

Trend 2: Local SEO Will Become Even More Competitive

Local search has always been important for solicitors but I think it is becoming even more critical. I believe the Google Business Profile will soon influence decisions as strongly as a firm’s main website.

Here is why I think this is happening.

Clients want proximity and convenience

Many people prefer a solicitor who understands their area. In my opinion this matters for conveyancing, family law, probate and landlord issues especially.

Local map results appear above website links

Google prioritises map listings because they match local intent. Solicitors who optimise their listing for photos, reviews, categories, opening times and service areas will outperform firms that forget about their profile.

Reviews now play a massive role in trust

From what I have seen clients treat Google reviews almost like personal recommendations. Firms with recent, detailed and authentic reviews are chosen more often.

I genuinely believe local SEO will become the biggest differentiator for small and mid sized legal firms. The firms that do not actively build reviews or update their profiles may fade from local visibility completely.

Trend 3: Topic Clusters and Content Depth Will Outperform Traditional Blog Posts

The days of posting one article a month on general legal topics are ending. In my opinion Google wants depth. When I look at the highest ranking solicitor sites I see content clusters covering topics in detail rather than isolated posts.

For example a conveyancing cluster might include:

• how long conveyancing takes

• searches involved in conveyancing

• local factors affecting timelines

• costs explained

• common delays

• what first time buyers should know

• how to speed up the process

Google then begins viewing the firm as an authority for conveyancing. I believe this is the direction SEO will move in all legal practice areas.

This approach gives solicitors several advantages.

• better search visibility

• more internal linking

• stronger trust signals

• higher engagement

• increased likelihood of appearing in AI summaries

I think firms that build full content clusters now will dominate rankings over the next decade because authority compounds over time.

Trend 4: Video SEO Will Become a Core Ranking Factor

In my opinion video is becoming essential for solicitors. I say this because people increasingly prefer to watch short explanations rather than read long text. YouTube is now the second biggest search engine and many Google results show video snippets at the top.

I believe solicitors who embrace video will gain a huge advantage. Clients trust people they can see and hear. Video builds familiarity before the first call which naturally increases conversions.

Here is how I see video shaping solicitor SEO.

YouTube videos will appear in more Google results

Well optimised videos often outrank text based pages because they satisfy user intent quickly.

Video builds stronger expertise signals

When a solicitor explains a topic on camera it shows confidence and experience.

Videos improve time on site

Embedding videos into service pages keeps visitors engaged which may improve SEO signals.

Short form videos will support long form written content

I believe mixing formats helps reach more people across different platforms.

Overall I believe video will become a standard trust building tool for legal firms rather than an optional extra.

Trend 5: Customer Experience Will Influence Rankings

I genuinely believe Google will increasingly reward firms that create a positive user experience. This includes:

• fast loading pages

• mobile friendly layouts

• simple navigation

• clear service explanations

• helpful FAQs

• transparency around pricing

• easy online booking or contact

In my opinion many solicitor websites still suffer from outdated design and confusing layouts. Clients often feel overwhelmed instead of reassured.

I believe firms that modernise their user experience will gain an SEO advantage because Google sees strong engagement as a trust signal.

Trend 6: Reviews, Reputation and Real World Credibility Will Matter More

Reviews have always influenced local rankings but I believe their role will grow even more. Google is placing heavier emphasis on trust signals in both local and organic search.

I think these factors will shape rankings for solicitors.

• number of reviews

• frequency of new reviews

• detail within reviews

• responses from the firm

• off site reputation across legal directories

• mentions of the firm in local news or publications

From what I have seen Google wants proof that a firm is genuinely respected offline as well as online. I think solicitors who actively ask clients for reviews and publish case studies will outperform firms that rely solely on word of mouth.

Trend 7: Voice Search Will Affect How People Phrase Legal Questions

I believe voice search will become more important because people phrase questions differently when speaking to devices. Voice searches are usually longer and more conversational.

For example instead of typing:

probate solicitor Bedford

A voice search might be:

how long does probate take in Bedford and do I need a solicitor

I think solicitors who write content using natural language will benefit as voice search increases. In my opinion using everyday phrasing, question based headings and clear explanations is the best approach.

Trend 8: Hyper Personalised Content Will Outperform Generic Pages

People want advice that feels relevant to their situation. Because of this I believe the future of solicitor SEO will move towards personalised content.

Examples include:

• guides for first time buyers

• information for landlords with problem tenants

• divorce advice for parents with newborns

• guidance for employees facing redundancy

• support for executors who live abroad

Personalised angles show empathy and attract highly motivated clients. In my opinion this type of content not only ranks well but also builds trust faster because it shows understanding.

Trend 9: Faster, Clearer Pricing Information Will Become a Ranking Advantage

I believe transparency is becoming a major factor in client decision making. People want to know how much legal support will cost before they book a call. Google has been encouraging clearer pricing for regulated services and I think this will become a stronger ranking factor in the future.

I believe firms that display pricing in a simple, accessible way will:

• receive more enquiries

• reduce hesitation

• appear more trustworthy

• improve conversions

The days of hiding prices are ending. Clear pricing is becoming a competitive advantage.

Trend 10: Trust Will Be the Ultimate Ranking Factor

In my opinion trust is the future of SEO for solicitors. Google is moving towards experience based rankings where lived experience, credibility, and expertise matter more than traditional keyword density.

This means solicitors who:

• produce helpful content

• communicate clearly

• show qualifications

• demonstrate case experience

• maintain strong reviews

• appear in local search

• build video presence

• keep their website modern

will outperform firms that rely on outdated marketing strategies.

I believe trust will soon become the biggest differentiator in the legal sector. Clients want reassurance. Google wants reassurance. Content that provides reassurance will dominate.

My Predictions for the Next Five Years

I want to share a few personal predictions based on what I have seen so far.

1. Firms without content strategies will fall behind

In my opinion content is becoming the heartbeat of solicitor SEO. Firms that ignore it will lose visibility.

2. Video and written content will blend

Clients will expect both. Firms offering only text will feel outdated.

3. AI generated summaries will increase competition

Only solicitors with strong authority will be referenced.

4. Local SEO will determine most solicitor choices

Clients prefer someone nearby who understands local issues.

5. Trust based ranking factors will take priority

Google wants to rank the most credible firms not the firms that play SEO tricks.

6. Multi location law firms will dominate unless smaller firms act

I believe smaller firms must double down on niche authority to stay competitive.

7. Personal brands will become more important than firm brands

Solicitors who appear in videos, articles or interviews will stand out more.

8. Firms that embrace clarity will become market leaders

Plain English communication will attract far more clients than jargon heavy explanations.

What Solicitors Should Start Doing Now

To prepare for the future I believe solicitors should focus on several key actions.

Build topic clusters

Cover each practice area in depth. This creates authority.

Start producing video content

It builds trust faster than any written page.

Improve Google Business Profile reviews

Consistent reviews improve both ranking and client confidence.

Modernise website design and user experience

Clients judge professionalism based on how easy your site is to use.

Add clear pricing where possible

Transparency builds trust.

Strengthen internal linking

Help search engines understand your expertise structure.

Create content with conversational questions

Prepare for voice search and AI search shifts.

Showcase your solicitor team

People prefer legal help from someone they can picture and understand.

Share insights on local legal trends

Local relevance brings local clients.

My Final Thoughts on the Future of Solicitor SEO

When I look ahead I genuinely believe solicitors who embrace modern SEO will build stronger, more resilient practices. Search behaviour is evolving quickly and clients expect clarity, approachability and transparency. The firms that provide it will win.

In my opinion the future of solicitor SEO will focus on expertise, trust, personality and user experience. The firms that lean into these trends now will become the leaders of tomorrow while others struggle to keep up.