Back to Case Studies
Case Study Law Firm

How a GTA Law Firm Increased AI Visibility by 500%

A family law practice in the Greater Toronto Area went from invisible to AI search engines to being the recommended firm for key practice areas -- in just 90 days.

AEO Score

12 72

out of 100

Share of Voice

3% 34%

across AI platforms

Citation Quality

Not cited Recommended

AI recommendation tier

The Challenge

Invisible to AI search engines

This mid-sized family law firm had built a strong reputation through referrals and traditional SEO over 15 years. They ranked on page one of Google for several competitive keywords. But when potential clients started asking ChatGPT, Claude, or Perplexity for lawyer recommendations, the firm was nowhere to be found.

Their competitors -- firms with weaker reputations but better-structured online content -- were being cited and recommended by AI platforms. The firm's website lacked schema markup, their content was written in legal jargon rather than conversational language, and their practice area pages provided no clear answers to the questions AI models were being asked.

With an AEO Score of just 12 out of 100 and a 3% Share of Voice, the firm was effectively invisible in the AI-driven discovery layer that an increasing number of prospective clients were using.

The Strategy

Three pillars of AI visibility

01

Structured Data

  • Organization and LegalService schema markup
  • Attorney profile structured data
  • FAQ schema on every practice area page
  • Review and rating markup from verified clients

02

Content Optimization

  • Rewrote practice area pages in conversational Q&A format
  • Published 24 FAQ guides targeting AI query patterns
  • Added outcome-focused case summaries
  • Created comparison content (e.g., mediation vs. litigation)

03

Platform Strategy

  • Optimized Google Business Profile with granular categories
  • Built consistent NAP citations across legal directories
  • Earned mentions on authoritative legal resource sites
  • Implemented review generation workflow

Results Timeline

90 days of measurable progress

28

Month 1

Foundation

Baseline audit completed. Implemented Organization and LocalBusiness schema markup. Restructured practice area pages with entity-rich headings and FAQ sections. Set up citation monitoring across ChatGPT, Claude, Perplexity, and Gemini.

51

Month 2

Optimization

Published 8 long-form FAQ guides targeting common family law questions in the GTA. Added attorney profile pages with structured credentials and case outcomes. Optimized Google Business Profile with service-specific categories and review response templates.

72

Month 3

Acceleration

AI platforms began consistently recommending the firm for family law queries. Share of Voice jumped from 18% to 34%. Content was cited in ChatGPT and Perplexity responses for 7 of 10 tracked queries. Ongoing refinement of underperforming topics.

Key Takeaways

What we learned

01

Schema markup alone moved the AEO Score from 12 to 28 in the first month -- structured data is the fastest lever for AI visibility.

02

FAQ-style content that directly answers conversational queries outperformed traditional blog posts by 3x in citation rate.

03

Google Business Profile optimization contributed to local AI citations, particularly in Gemini responses.

04

Consistency matters: publishing 2-3 pieces of targeted content per week compounded results significantly by month 3.

Your turn

Ready to see your score?

Get a free AI Visibility Score and find out how your firm compares to competitors in AI search results.

Get Your Free AI Visibility Score