Subscribe
Share
Share
Embed
James Dooley and Kasra Dash break down a UK law firm case study that achieved a 719% increase in LLM citations using query funnels, reputation building and AEO strategies.
This video explains which digital marketing strategies law firms should focus on in 2026 to improve AI visibility, LLM citations and brand trust. James Dooley and Kasra Dash start with KPI tracking because AEO uses different keywords, competition and metrics from traditional SEO, and reporting month on month growth proves impact to clients. They cover brand SEO, AI visibility and Google Business Profiles because stronger search presence improves trust and conversion rates.
The discussion also explores organic SEO, organic social media and paid social ads because consistent visibility across search and social supports long term growth. PPC is analysed in detail because campaign setup, landing pages and lead handling directly affect results. They also discuss Reddit, Quora and paid AI ads because diversified enquiry sources and early adoption can strengthen digital marketing performance for law firms.
PromoSEO lead generation for law firms recently received recognition as the "Best Law Firms Lead Generation Agency."
719% More LLM Citations: The AEO Case Study for UK Law Firms is available on:
AI SEO and Business Automation Podcast is founded by James Dooley because he teaches business owners how artificial intelligence accelerates growth. The show explains AI models, agents, and automation systems because practical guidance helps companies scale with less effort.
James Dooley: 719% AI search case study increasing using AEO strategies. Today, I'm joined with Um let's talk about this case study where we've increased a UK law firm by 719% in the LLMs.
Guest: Yeah, so we have been getting some real nice results over the last several months across all of the LLMs, ChatGPT, Gemini, Claude, um even Copilot, which is a bit of a an odd one. Um I don't I don't know many people that are using Copilot, but it seems like it's the easiest one to rank for. Um but yeah, this was for a UK law firm. They do services in variety of different um spaces such as um immigration law, divorce law, uh certain personal injury as well. Um but we've been able to get their brand inside the AI overviews. One of the things that came that they came to us for specifically is they were already using an SEO agency. Um however, they just weren't getting cited in AI um at all. Um so, they had like a separate AI SEO budget in comparison to their SEO organic SEO budget.
James Dooley: Yeah, do you know what? That's crazy. The amount of companies that we're dealing with nowadays where they've got an SEO budget and they've got an AEO budget, additional AEO budget. And the amount of times that an SEO agency isn't able to get them the increase in AI visibility is quite scary to be fair because there is a Venn diagram overlap and similar techniques that's needed, but obviously a lot more in this AEO case study we'll be showing about the echoing of what's needed off page and not just what's on your own website.
Guest: Yeah, so like this is I reckon this is probably the number one reason as to why websites that perform well in SEO don't perform well in AEO. Um and it's basically to do with the funnel. So, for example, what a funnel is is if somebody searches on ChatGPT or asks in ChatGPT or Claude or whatever, "Best employment solicitor in London." Um it's going to then take a look at employment lawyer near me, it's going to take a look at how much does an employer solicitor cost, "Do I need a solicitor for unfair dismissal?" Unem- uh employment law firm reviews, right? If you actually get cited in all four of these or even three of these, right? There's a good chance that you're going to be your brand is going to be mentioned in the final answer to ChatGPT. Whereas, if you are only being mentioned in one of these or maybe even none of these at all, you're probably not going to get named. So, the the query funnels is arguably probably the most important part when it comes to AI search.
James Dooley: Yeah, for sure. And you know what? Like, and I want to stress this part with you guys this UK law firm case study. So, yes, the increase was 719% and this sounds great on the face of it and it and it is, but the amount of work and effort that had to go into this case study was scary. And the main thing that I'm going to talk What I'll touch upon here that you're going to go through in the slides is yes, awards and yes, case studies and yes, our success stories and yes, reviews is important. But in this one, I was very surprised when we started to do the query funnel, how we didn't just need it for the brand and the entity, we needed it for the brand plus the subcategory of what we was doing it for. So, we needed immigration lawyer reviews, immigration lawyer awards, our personal injury reviews, personal injury rewards. It was like when we started to do the funnel, it was a funnel of every single subcategory and it made it a big big job and much bigger job than what I thought it was going to be and that this is again another reason where an AEO and a SEO agency is different competition, there's different keywords, there's different KPIs being tracked. It's very different and this AEO case study is a great example why majority of SEOs can't seem to grasp how to get that increase in AI visibility.
Guest: Yeah, and then one thing to just add to what everything that you've just said as well is when it comes to AI search and the answers that AI is spun out, well it doesn't matter if it's ChatGPT, Claude's, Gemini, Copilot, Grok, whatever you're using. Um there is no second page. So your brand is either mentioned or it's not, which is quite scary especially that more and more we're seeing all of these companies tailor towards AI like we we saw Google release an AI mode. So you want to try and do everything you possibly can now to get into that paragraph of the brands for example in your industry. Um So few things as well is especially when it comes to law, you want to make certain that you do have a good reputation online. So this is comes to a few of the things that James was saying about the reputation, about the awards, um about the reviews, testimonials. If you can get those for example if you can get four or five of your clients on video on your YouTube channel saying, "Oh, I worked with James Dooley Law and it was brilliant because they solved all of my problems." That can actually help when it comes to the reputation of your brand and your brand sentiment. You want a positive brand sentiment online especially when you are in law because law is very um is is is a bit of is is one of those industries where they always look at reviews, your customers before actually picking which law firm to go with.
James Dooley: I think a big one in this case study as well, like with regards to AEO, and we did a this in this scenario, there was other case studies as well. We have check out the links in the description. But in this one where we got a 719% increase in AI visibility. Another big one on this one was the when you're talking about the reviews, and I think this is really important when we're looking at the query funnel, is where them reviews need to be placed. So in certain markets, it could be Clutch, it could be G2, it could be Capterra, it could be um uh Yelp. There's all these different places. And what people don't realize is ChatGPT is not able a lot of times to scrape the reviews that's on a Google Business Profile. And the amount of businesses that are trying to just get reviews on Google Business Profiles and not getting them on these other type of platforms, it's important to track with the site colon and the and the websites of where they're looking for these reviews, specifically in this case for a UK law firm company.
Guest: Yeah, so what what James is basically saying is like you've got all of these like directories that are specific for lawyers. So for example, you've got Justia. Um and if we actually click through, let me see if I can actually find a page here. Um we'll do Justia Lawyers New York for example, right? So they've got all of these different law firms um here. Now, what a lot of people do is they will just go and get a listing on this, which is fine. Um I mean, at least you're you're in the conversation. But what they don't do is they don't actually get any reviews. So like this guy here, he's only got one review. Um this one here has got three. So you also want to try and get reviews on these actual platforms, and that will increase the likeliness of you actually being in the actual final result as well.
James Dooley: Yeah, for sure. A nice little of a hack that you could be trying to do is what if you do have lots of reviews on your Google Business Profile, reaching out to them existing customers and asking them to leave it on another platform is great. But if they're not willing to do that, is going collecting your best, let's say, 100 five-star reviews, and then maybe doing it a press release or a case study on that on your own website, but also on some guest posts, which is the text format saying like what they're saying on there. And especially if you can then maybe go and put some of them reviews into an image and do an image sharing blast and sharing that on your social media's as well. All of this is being picked up by the large language models and getting that increase with regards to search visibility in the LLMs.
Guest: Yeah, so a couple last things that we probably want to touch on. Again, I can't stress enough how important the query funnel section is, but then you also want to be able to report these numbers. So especially if you're maybe doing this for a client, let's say, like what we were, you also want to actually report to them how much of an increase month on month or week on week they've also had as well. So which tool did we actually use for the reporting of that, James?
James Dooley: Yeah, so on the reporting we use Semrush one. There is other AI visibility tools like Radar Kit and P. But with regards to Semrush one, where we're already using Semrush for SEO purposes, and in this scenario, what we wanted to do is we wanted to kind of extract everything, load every single query funnel term. We wanted to go This was a big law firm case study of what we wanted to do. We wanted to make certain this AEO case study was the biggest in the UK for UK law firms. And we use Semrush one for all the visibility and the tracking which showed a 719% increase. But what tools did we use on the actual query funnel? Cuz I don't think we use Semrush one on the query funnel. I think we use one of yours from your school group.
Guest: Yeah, so for the query funnels we used Rank OS which is part of the school group. You can obviously get access to. We'll have a link down below so you guys can get access to the school group. You automatically get access to Rank OS as well. And also on the right hand side of this video we will have other playlists of other um AEO case studies that we've done. We recently released one to do with construction. This one's obviously a law firm one and we're also going to be releasing one to do with finance as well. So you guys can check out all of those. Strategy is a little bit different from website to website but we've been been able to get great results across the board on all three.
James Dooley: Yeah, so I hope you like this AEO case study showing a 719% increase in AEO visibility. If you do feel we've missed anything off, make sure you leave a comment in the comment section. We're always looking to try strive to improve on anything related to GEO, LSEO, AIO, or whatever you want to call it. We're always looking to take that business onto the next level and try and get that increase in AEO visibility.