AI Search VS SEO: What’s the Difference For Personal Injury Firms?
If you’re a personal injury attorney relying on Google rankings to bring in new cases, there’s something you need to
Updated: April 2026
Mateja Matic is the founder of Dominate Marketing, a specialist SEO and PPC agency serving personal injury and criminal defense law firms in the United States.
He started working in SEO and PPC at age 18 at a New Zealand agency serving local businesses, spent six years there, and founded Dominate Marketing in 2019.
After an early focus on automotive businesses, a referral to a Sydney law firm pulled him into legal marketing. Since then, he has worked with law firms across New Zealand, Australia, and the United States, including firms in California, New York, Texas, Colorado, and Arkansas.
His current focus is personal injury and criminal defense, the most competitive segments of legal search.
He is known for a specialization-over-breadth approach: working with a small number of firms at any time, handling the work himself rather than delegating to junior staff, and prioritising signed cases over vanity metrics.
Areas of Expertise
- Personal Injury Law Firm SEO
- Criminal Defense Law Firm SEO
- Legal Marketing Strategy
- Local SEO for Law Firms
- Google Business Profile Optimization for Attorneys
- Google Ads (PPC) for Law Firms
- Local Service Ads for Law Firms
- AI Search Optimization for Law Firms
- Generative Engine Optimization
Professional Background
- 2013-2019: SEO and PPC Specialist at NZ Agency
- 2020-present: Founder, Dominate Marketing
Speaking, Publications, and Media
Notable Client Results
- 80% increase in traffic and leads in 4 months with SEO for Criminal Defense Firm
- Page 1 rankings in 30 days for Colorado Personal Injury Firm
- Page 1 rankings in 60 days for Arkansas Personal Injury Firm
- 400% increase in traffic & leads after Google Penalty for California Auto Law firm
- 600% Increase In Leads From PPC for general practice law firm
- Scaled a fixed-fee prenup offer to over 200 qualified leads/month with SEO and PPC
Articles by Mateja Matic
What Is Domain Authority And Why Does It Matter For Personal Injury SEO?
If you’re running a personal injury law firm and investing in SEO, you’ve probably come across the term “domain authority”
Conversion Rate Optimization Tips For PI Firms to Turn SEO Traffic Into Cases
Getting traffic to your personal injury law firm’s website is only half the battle. If visitors leave without calling or
EEAT and YMYL: What Personal Injury Firms Need to Know
If you run a personal injury law firm and want your website to rank well on Google, you need to
How to Structure Personal Injury Content For AI Search
To structure your content for AI search, you need to lead every section with a direct answer, use question-based headings
What to Do If Your Personal Injury Site Has a Been Penalized By Google
Discovering that your personal injury law firm’s website has been penalized by Google is one of the most stressful situations
What Is Black Hat SEO and Why Do Personal Injury Firms Need to Be Careful?
Personal injury law firms invest significant money into their online presence, making SEO one of the most valuable long-term marketing
How Personal Injury Firms Should Prepare for AI Searches
The way potential clients find personal injury lawyers is changing fast. AI-powered search tools like Google AI Overviews, ChatGPT, and
Mobile Optimization Tips For Personal Injury Law Firm Websites
If your personal injury law firm’s website isn’t optimized for mobile devices, you’re losing potential clients every single day. Most