In this episode of Your Law Firm Success Podcast, Stephen Moore is joined by Chris Davidson from MLT Digital to examine how artificial intelligence is reshaping digital marketing for law firms. The conversation focuses on how search behaviour is changing, what that means for lead generation, and why firms need to rethink long-standing assumptions about SEO.

Chris brings more than seventeen years of experience in online business generation. His perspective is grounded in practical results rather than theory, making the discussion especially relevant for firms that rely on digital channels for new enquiries.

One of the episode's central themes is the shift away from treating search engine optimisation as a single discipline. Chris explains that traditional SEO still matters, although it no longer tells the whole story. AI-powered platforms now influence how potential clients discover information, compare providers and decide who to contact.

Tools such as Google's AI overview and conversational platforms like ChatGPT are beginning to shape visibility in ways that standard rankings do not capture. This change has led to the concept of generative engine optimisation, where the goal is not only to rank but also to appear as a trusted source within AI-generated answers.

A key insight from the discussion is that traffic arriving through AI platforms behaves differently from traditional search traffic. While volumes remain lower at present, the quality of enquiries is often higher.

Chris notes that people who arrive via AI tools tend to be further along in their decision-making. They have already absorbed context and comparison before they reach a firm's website. As a result, conversion rates can exceed those seen from conventional organic search.

For law firms, this means fewer but more valuable enquiries, which changes how success should be measured.

The episode also covers the challenge of measurement. AI-driven referrals do not always appear clearly in analytics platforms, which makes attribution more complex. Chris stresses the importance of close monitoring, sound interpretation of data, and regular performance reviews.

Rather than chasing every new tool, firms benefit from watching how enquiries change over time and adjusting their approach based on evidence. This requires patience and ongoing attention rather than one-off optimisation work.

The conversation concludes with a clear message. Law firms do not need to abandon SEO, although they do need to broaden their thinking. Visibility now extends beyond rankings into AI-generated environments, and firms that adapt early are likely to benefit.

Continuous learning, testing, and adjustment will matter more than rigid adherence to old playbooks. Firms that treat digital marketing as an evolving system rather than a fixed checklist will be better placed to stay competitive.