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October 26, 2023 4 minutes to read ∙ 900 words

Can Lawyers Rely on Artificial Intelligence for Their SEO Strategy?

Karin Conroy

Search engine optimization (SEO) is still a vital part of any successful online presence in the ever-changing digital landscape. The allure of artificial intelligence (AI) has increased as businesses strive to increase their website rankings and visibility on search engines such as Google. AI promises to automate and optimize many SEO chores, but is it always the best approach? In this blog post, we’ll cover the reasons why AI might not be the greatest solution for every SEO campaign.

Limited Understanding of Context

The fact that AI cannot fully understand human language and context is one of the main limitations of this technology in SEO. The intricacies of language are difficult for AI-powered systems to understand, despite their ability to analyze enormous volumes of data and spot patterns. SEO frequently depends on comprehending user intent, which can be complex and context-dependent.

AI-driven content-generation tools, for example, can produce articles and blog posts that are grammatically correct but lack depth and relevance. They may fail to capture the unique voice and tone of a brand or connect with the audience on a personal level. This inability to understand context can lead to content that feels robotic and disconnected from the needs of real users, ultimately harming your SEO efforts.

Dependence on Historical Data

For learning and making decisions, AI algorithms rely significantly on past data. Even while it occasionally works, this is a substantial obstacle in the rapidly evolving SEO industry. What worked yesterday might not work tomorrow due to the ongoing evolution of search engine algorithms, user behavior, and market trends.

AI models are unable to make future predictions or adjust to unforeseen developments. Your SEO approach may become exposed to unexpected changes in user preferences and search engine rankings if you rely only on AI. You’ll still need the human element to analyze data, come to informed conclusions, and modify your SEO strategies if you want to remain competitive.

Overemphasis on Quantity over Quality

Numerous processes, including keyword research, content development, and link building, can be automated by AI-driven SEO solutions. Although this automation might be effective, it frequently results in a focus on number above quality. Delivering value to your audience is essential for SEO success. It goes beyond simply having the greatest content or backlinks.

Although keyword density and SEO metrics may be given priority in AI-generated content, readers may not get the depth, authenticity, and knowledge they are looking for. High-quality content that adds genuine value is increasingly being recognized and rewarded by search engines. You run the danger of harming your brand’s reputation and losing credibility with people and search engines if your SEO strategy is entirely focused on producing automated content without taking its quality into account.

Insufficient Keyword Research

While AI is capable of carrying out keyword research, it frequently struggles to understand the subtleties of a particular legal industry. Additionally, AI disregards information that does not already exist in its database. It might be challenging to use keywords, synonyms, and industry-specific themes without understanding the lingo and potential trends that your audience may be searching for. A lawyer or SEO expert who is knowledgeable in the industry can provide keyword research that is more thorough and likely to match the company’s objectives. This is where human oversight can make a difference.

Risk of Duplicate Content and Algorithm Penalties

It is now simpler than ever to produce a large volume of material quickly thanks to AI-powered content-generating tools. This ease of use, nevertheless, can unintentionally result in the production of duplicate or inferior material, which is a concern for search engines. Duplicate content might cause algorithmic penalties that lower the ranks of your website.

Additionally, search engines such as Google are becoming stricter in how they judge the value and relevance of material. These algorithms might not always approve of AI-generated content, which could result in a decline in ranks and organic traffic. Human-generated content can help to ensure that your website maintains a strong, long-lasting SEO presence thanks to its distinctive insights and experience.

Lack of Creativity and Innovation

While AI can be extremely effective at streamlining current procedures, it frequently lacks originality and inventiveness. In addition to adhering to established practices, SEO requires coming up with fresh ideas to differentiate oneself in a crowded market. Innovating new SEO strategies, human creativity, critical thinking, and agility are essential.

Your SEO approach runs the danger of stagnating and missing out on innovative chances if AI is your only tool. Human SEO experts are more able than AI alone to think creatively, try new things, and react to developing trends.


The world of SEO has surely changed as a result of artificial intelligence, which has automated numerous jobs and provided insightful data. But it’s important to be aware of its limitations and realize that not every SEO tactic will be appropriate for the use of AI. A human touch is frequently needed to add context, quality, originality, and adaptability in order to fully thrive in SEO. In the constantly evolving digital landscape, achieving the ideal mix of AI and human expertise is essential for a strong and successful SEO strategy.

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    Karin Conroy

    Conroy Creative Counsel

    Karin Conroy ([email protected]) is the founder of Conroy Creative Counsel (, an award-winning, recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms, resulting in more reach and revenue through strategic branding and positioning. Marketing Co-Counsel is the agency’s signature flat-rate program that provides a unified marketing approach with next-level results.

    Published in GPSolo eReport, Volume 13, Number 3, October 2023. © 2023 by the American Bar Association. Reproduced with permission. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association. The views expressed in this article are those of the author(s) and do not necessarily reflect the positions or policies of the American Bar Association or the Solo, Small Firm and General Practice Division.