Challenge and vision
Developing a search strategy for a national legal firm with local roots
Brabners is a leading, purpose-led, independent UK law firm with a particular focus on complex, high-profile cases. The firm is perhaps most famously known for representing Coleen Rooney in the ‘Wagatha Christie’ trial against Rebekah Vardy.
The search journey that connects users with Brabners can be an elaborate one, spanning local, national and AI search. The site is divided into three key sections: services, sectors and insights. Each serves a completely different audience in a unique way.
We needed a search strategy then that delivered on three separate levels – local, national and AI.
60%YoY increase in sessions to sector and service pages
15%YoY increase in contact form enquiries
26%more visibility in Google AI Overviews, ChatGPT, and Gemini than their leading competitor
Craft and delivery
Sending sessions, enquiries and AI search visibility soaring
To ensure each page has its own unique focus and serves the exact needs of each user, we mapped content to various stages of the user search journey. After conducting in-depth topic research, we then refreshed each page with on-brand, search-optimised content.
We created location-specific subpages (such as Manchester, Liverpool and Leeds) nested beneath service pages. The parent service page targets national search, whilst the location subpages serve local search.
The result is that every single page serves a distinct role and is seen as a highly-relevant, authoritative resource capable of appearing in organic and AI search.
Given our client are keen to attract complex and high-net-worth cases, particular importance was placed on reinforcing Brabners’ E-E-A-T (experience, expertise, authoritativeness and trust) to reassure their audience they're the law firm to depend on. This also helps to increase the likelihood of them being cited in LLM answers.
Having worked with Brabners for over a year now, we’ve witnessed a huge growth in sessions and enquiries from organic search as well as an ever-increasing presence in Google AI Overviews, ChatGPT and Gemini.
“I’ve worked with the team at Extreme for many years and their SEO and GEO expertise is outstanding. They’ve played a big role in helping us to gain visibility online, particularly in local search results. I consider them to be trusted advisors and appreciate their responsiveness and the pace at which they work.”
