AI vs. Human Writers: What’s Best for Law Firm SEO?

AI in Legal SEO — A Powerful Ally with Nuances to Navigate. Artificial intelligence is transforming the way law firms approach digital marketing and SEO, promising faster content creation, improved keyword targeting, and greater online visibility. Yet, as exciting as these possibilities are, the story isn’t as simple as “AI replaces human writers.” Recent research from leading institutions—including Emory University and Originality.ai – paired with real-world marketer surveys, reveals a more nuanced landscape where AI-generated content excels most when thoughtfully combined with human expertise.

“In a groundbreaking study, AI-generated content that received light human editing ranked on the first page of Google search results nearly 80% of the time—almost four times better than content created solely by expert human writers. For law firms competing in an increasingly digital world, this reveals both the potential and necessity of embracing AI-assisted SEO.”

This article explores how AI is reshaping SEO strategies in 2025, backed by compelling data showing AI’s remarkable ability to boost search rankings and user engagement—while also underscoring its limitations in sustaining long-term trust and connection with potential clients.

For law firms, navigating this evolving terrain requires balancing automation with the irreplaceable judgment and authenticity that legal marketing professionals provide. From understanding the latest studies to actionable best practices, this guide offers attorneys and marketing teams clear insights on leveraging AI responsibly—without sacrificing credibility or quality.

The Emory Study: Where AI Wins Big—and Why It Matters to Law Firms

A recent research study out of Emory University’s Goizueta Business School offers one of the most compelling arguments yet for the power of AI-assisted SEO content – especially for firms looking to stretch marketing budgets while improving search rankings.

The study, led by Dr. David Schweidel, pitted professional human SEO copywriters against AI tools. The twist? Some AI-generated content was lightly edited by humans before publishing. The result: a clear, quantifiable win for the human-AI team.

According to Schweidel’s analysis, AI-generated content that underwent light editorial review landed on the first page of search engine results nearly 80% of the time. In contrast, content written exclusively by seasoned SEO professionals reached that coveted first page just 22% of the time.

That’s a nearly 4x improvement in SEO effectiveness—a statistic that should raise eyebrows for any law firm investing in online visibility.

Why does this matter for attorneys? Because in many cases, your firm’s first impression comes from a Google search. The Emory study suggests that a smart workflow combining generative AI with legal expertise could dramatically boost your visibility while preserving accuracy and brand tone. It’s not about replacing your marketing team – it’s about supercharging them.

2025 Snapshot: How AI Is Reshaping SEO Strategy

An ongoing study by Originality.ai has tracked the presence of AI-generated content in Google search results throughout 2025, finding a continuously increasing trend. In fact, AI content reached an all-time high of 19.1% this year, highlighting how widespread AI-assisted writing has become across the web. This growth underscores the importance of adopting strategic AI use in SEO while maintaining quality and compliance with search engine guidelines. (originality.ai)

Recent studies and experiments highlight the power – and pitfalls – of using AI in digital marketing:

• A test by TV 2 Fyn showed AI-written headlines increased click-through rates (CTR) by 59%, outperforming human headlines 46% of the time.
• A SE Ranking experiment found that six AI-augmented blog posts brought in 138,000 impressions and over 800 clicks in six months.
• An independent study by SEOwind saw a 125% increase in impressions and 77% more clicks from AI-generated content in just 30 days.

A global survey of marketers by Statista reinforces these findings, showing that aligning web content with search intent is the most effective use of AI and marketing automation, cited by 84% of respondents. Improving user experience (80%) and boosting search rankings (74%) were also top priorities. This indicates that AI’s role in creating more relevant, user-focused content is well recognized—and vital for law firms seeking to maximize SEO impact.

But:

• A 2025 analysis from Semrush showed human- and AI-written articles performed similarly in search rankings (57% vs 58% in Google’s top 10).
• Junia.ai found that 83% of top-ranking articles were still human-written, indicating a potential trust or depth gap in pure-AI pieces.

Staying Power: Why Human-Infused Content Wins Over Time

While AI-generated content can generate impressive short-term results, research also shows that it may lack the staying power and engagement needed to sustain top rankings over time.

A long-range A/B test by First Page Sage found that while AI-generated articles ranked competitively out of the gate, they began to slide in performance over a six-month period. Human-authored content maintained more stable rankings and continued to generate engagement – clicks, time on page, and conversions – at a higher rate.

The difference? Human-authored or -edited content tends to offer greater nuance, unique perspective, and relevance—qualities that search engines increasingly value. This content is more likely to reflect genuine experience and address specific client concerns, which in turn builds trust and encourages action.

Similarly, Junia.ai reports that bounce rates for AI-generated pages are notably higher than for those written or heavily edited by humans, suggesting that users are quicker to abandon content that lacks clear signals of expertise or tailored insight.

Bottom Line: For law firms, the goal isn’t just page-one placement—it’s sustained visibility that converts. AI can help you get seen, but human insight is what keeps visitors reading, trusting, and ultimately reaching out.

How-To: Using AI Safely and Effectively for Legal SEO

AI can be a powerful asset for marketing teams—but only with smart boundaries and clear workflows. Here’s how to get the most from it:

1. Use AI to Draft, Not Publish
   • Generate outlines, topic clusters, or keyword ideas.
   • Draft first-pass versions of blog posts, service pages, or bios.
   • Always add human editing for tone, accuracy, and E-E-A-T (experience, expertise, authority, and trust).
2. Fact-Check Everything
   • Use reliable legal research tools.
   • Never accept AI citations without independent verification.
3. Build In Review Protocols
   • Require expert human review before publication.
   • Create checklists or standard operating procedures (SOPs) for content teams using AI.
4. Balance Keywords with Value
   • Use AI to find long-tail keywords and semantic variations.
   • Don’t sacrifice clarity or professionalism for SEO gimmicks.
5. Focus on Your Audience
   • Train AI tools on your firm’s tone and frequently asked questions.
   • Create resources clients actually search for (e.g., “Can I sue for [X]?” or “How long do I have to file?”).
6. Disclose AI Use When Appropriate
   • In regulated environments or formal filings, note that AI-assisted drafting was used and that all content was verified.

Conclusion: Harnessing AI as a Strategic Partner, Not a Replacement for Skilled Legal Marketers

The evolving landscape of AI-generated content presents exciting opportunities and important challenges for law firms seeking to boost their SEO presence. As the research shows—from Emory University’s landmark study to the latest Originality.ai data—AI can deliver impressive short-term gains, accelerate content production, and improve keyword alignment like never before. Yet, these benefits are only fully realized when combined with human expertise.

Legal marketing content is not just about ranking; it’s about building trust, demonstrating experience, and engaging potential clients in a way that AI alone cannot replicate. Human writers bring critical judgment, nuanced understanding of legal topics, and a sensitivity to tone and ethics that are indispensable in maintaining credibility.

Moreover, studies on content longevity underscore that human-infused content sustains better engagement and rankings over time, while purely AI-generated pieces risk fading quickly or alienating readers.

For law firms navigating the new AI-SEO frontier, the key is integration: leveraging AI as a powerful drafting and research tool while keeping human marketers and attorneys firmly in the editorial driver’s seat. By establishing robust review protocols, fact-checking rigorously, and focusing on authentic client needs, firms can harness AI to supercharge their digital marketing without sacrificing integrity or connection.

In 2025 and beyond, the future of legal SEO isn’t machine or human—it’s both. AI provides speed and scale, but it’s the skilled human touch that delivers lasting impact and meaningful engagement with potential clients.

References

Emory University Goizueta Business School. “AI-Generated Content: Game Changer for Marketers—But at What Cost?” Goizueta Emory, 2024, https://goizueta.emory.edu/research-spotlight/ai-generated-content-game-changer-marketers-what-cost.

“Leading Use Cases for AI and Automation According to Marketers Worldwide 2023.” Statista, March 2023, https://www.statista.com/statistics/1424709/ai-automation-use-cases-by-marketers-worldwide/.

“Semrush Study on AI-Generated Content and SEO Performance.” Semrush Blog, 2025, https://www.semrush.com/blog/ai-content-performance-study/.

Originality.ai. “AI Content in Google Search Results.” Originality.ai, 2025, https://originality.ai/ai-content-in-google-search-results.

TV 2 Fyn. “AI Headlines Outperform Human Headlines in Regional News Test.” TV 2 Fyn, 2024, https://www.tv2fyn.dk/ai-headlines-test-results.

“SE Ranking AI Content Experiment: Six Blogs in Six Months.” SE Ranking Blog, 2024, https://seranking.com/blog/ai-content-experiment-results/.

SEOwind. “AI-Generated Content Leads to Impressions and Clicks Spike.” SEOwind Case Study, 2024, https://seowind.com/case-studies/ai-content-impact.

Junia.ai. “The Impact of AI on Content Ranking and Bounce Rates.” Junia.ai Insights, 2025, https://junia.ai/blog/ai-content-rankings.