Outpacing the competition: how Murgitroyd achieved 14.5% more AI citations

When legacy content meets next-generation search

As a top-tier intellectual property firm, Murgitroyd's real-world authority is unquestioned.

But as the search landscape has changed and users turn to platforms like ChatGPT, Gemini, and Google's AI Overviews, their content needed to evolve for the era of AI search.

A strategic content evolution was the blueprint for AI search dominance

Our aim was to turn Murgitroyd into the undisputed source for IP law across all AI search platforms. To do this, Extreme led a strategic content evolution focused on precise optimisation and restructuring.

Through creating content for machine readability and removing friction by structuring data for direct answers, we ensured that LLMs could easily parse and synthesise Murgitroyd’s content into their answers.

Importantly, this optimisation never sacrificed editorial depth or quality. We balanced machine readability with maintaining the polished, authoritative and natural flow that human readers expect from the brand.

The objective was to turn their website into the primary cited source for LLMs when users were seeking to address complex intellectual property matters.

By the numbers: a surge in AI search and LLM citations

The strategic shift delivered immediate, measurable results, translating the firm's real-world reputation into AI authority.

• 14.5% more AI citation share than their closest competitor
• 10.1% more visibility in AI Overviews than their closest competitor
• 8.6% more visibility in ChatGPT than their closest competitor
• 7.7% more AI search visibility than their closest competitor
• 20% increase in answers citing their own content
• 10% increase in ChatGPT citation share