- Client
- A highly regarded New York City personal injury law firm
Making the firm’s legal expertise more visible in AI search
What we did
- Targeted AI search research and analysis
- Service content strategy and briefs
- Website schema markup improvements
The result
more appearances in AI recommendations
months to reach
this growth
Across ChatGPT, Claude, Gemini and Perplexity.
The firm appeared in recommendations for a wider range of legal needs, bringing more of its existing expertise into view.
Overview
The firm had extensive legal experience, yet AI recommendations were overlooking important parts of its practice. Some expertise was well documented; other services were barely explained in the information available online. Flaregraph’s work addressed both gaps, strengthening how existing material connected to relevant legal needs and bringing underrepresented services into view.
Flaregraph’s analysis shaped the plan for content and technology implementation. Its service content briefs connected legal needs with the firm’s experience and relevant case results. Flaregraph also supplied code to strengthen the website’s existing structured data, which identifies the firm’s services and locations for search systems. Within the first 90 days of the engagement, the firm appeared 3.1× as often in AI recommendations across four assistants.
Key takeaways
Research found gaps in AI visibility
Flaregraph focused its research on legal services and locations the firm already covered. Comparing AI recommendations with the firm’s service pages and case results revealed where existing expertise was being overlooked and where the available information gave an incomplete account of the practice.
That distinction set the priorities for our work. Well documented services needed stronger connections to relevant questions and case evidence, while other services needed fuller explanations of the legal work the firm already handled. The technical analysis examined whether the website’s coded service records and profile links supported those connections.
Enriched service content clarified the firm’s expertise
Flaregraph’s content briefs built on the firm’s existing service material and case results. They included page outlines and example copy that the firm could adapt for further content. This structure connected the firm’s experience to the questions people ask AI when seeking representation.
For services with little supporting detail, the briefs set out what needed a fuller explanation. They also mapped links from articles about particular incidents to relevant service pages, connecting a reader’s question with evidence of the firm’s experience.
Refined schema markup strengthened service and location connections
The firm’s website already used schema markup to describe its services and locations to AI search systems. Flaregraph developed code to improve that markup, correcting profile links and connecting each service to the firm and the areas it serves.
Keeping those details accurate also required a change to how the website maintained them. Later website updates had overwritten service area information, so Flaregraph specified a shared list in the code for the service pages to use. This would preserve the same accurate location details across future updates.
Measurement and project delivery
The increase compares total appearances in AI recommendations across the four assistants from July to October, within the engagement’s first 90 days. Results varied by assistant and question.*
Flaregraph provided the analysis, content briefs and developer instructions. At the client’s request, its team wrote and published the content and implemented the changes. Flaregraph verified the published work. The engagement is ongoing.
Paid placements were excluded.