A leading American law firm, which prefers to remain anonymous, had built strong organic visibility over the years, with much of its traffic coming from informational search queries. However, as Generative AI tools and large language models (LLMs) such as ChatGPT, Gemini, and Perplexity began providing direct answers to these queries, the firm started to see a decline in traffic from traditional search results.
Recognising that search behaviour was evolving, the firm understood that strong rankings were no longer enough. Clients and prospects were now finding answers without ever visiting a website. To stay competitive, they needed to adapt their digital strategy to ensure their expertise remained visible, credible, and discoverable in an AI-driven search landscape.
In May, we created a targeted AI strategy to help the firm grow traffic from large language models (LLMs) while reinforcing their SEO foundations. The goal was simple: make their expertise easy for both people and AI systems to find, understand, and trust.
We started by adding structured data across the site, making every page more machine-readable and increasing the chances of being featured in AI-generated answers. At the same time, we gave older, high-performing pages a refresh — updating content, improving formatting, and aligning them with how AI summaries now deliver results.
To make sure new content is future-ready, we built a template optimised for both SEO and AI, giving the firm a consistent, scalable way to produce high-quality, informative articles. We also took care of a few quick wins by enhancing capability and location pages, helping users easily find the right expertise or nearest office.
Authority was another big focus. We tracked down unlinked brand mentions and turned them into backlinks, then developed an evergreen content plan to ensure the firm regularly publishes material on key legal topics. To make content production easier, we wrote structured briefs that attorneys could use to combine their subject-matter expertise with an AI-friendly structure.
Finally, we completed a full technical SEO audit to fix issues with site speed, crawlability, and Core Web Vitals. With the technical base solid and the content fully optimised, the firm is now better positioned to perform strongly in both traditional search and AI-driven environments.