An American law firm had built strong organic visibility over many years, with much of their traffic driven by informational searches. However, as Generative AI and large language models (LLMs) like ChatGPT, Gemini, and Perplexity began answering these questions directly, their traffic from traditional search results started to decline.
The firm recognised that while rankings still mattered, user behaviour was shifting. Increasingly, clients and potential clients were receiving answers without clicking through to websites. To stay ahead, they needed to adapt their digital strategy to ensure their expertise was still visible, trusted, and discoverable within this new AI-driven environment.
In May, we put together a focused AI plan aimed at growing traffic from LLMs while also shoring up the firm’s SEO foundations. The idea was simple: make their expertise easy for both people and machines to find, understand, and trust.
We started by rolling out structured data across the site so content was more machine-readable and more likely to be pulled into AI-generated answers. At the same time, we revisited older pages that had once ranked well but were now losing traction, refreshing them with updated information and aligning them with how AI summaries present answers.
To future-proof new content, we designed a template specifically optimised for both SEO and LLMs, giving the firm a consistent framework for producing informational articles. Alongside this, we tackled some quick wins by improving capability and location pages, making it easier for users to find relevant expertise and offices.
We also worked on authority signals. That meant tracking down unlinked brand mentions and turning them into backlinks, as well as mapping out an evergreen content plan to ensure the firm consistently publishes material on high-value legal topics. To make the most of their in-house knowledge, we created briefs for attorneys to write from, blending subject-matter expertise with AI-ready structure.
Finally, we made sure the technical foundations were solid. A full SEO health check allowed us to fix issues around site speed, crawlability, and Core Web Vitals so the site was technically sound and well-positioned to benefit from these content improvements.