Case Studies

Law Firm SEO Case Studies: Real Dashboards, Real Results

Six accounts I worked on myself, from the first audit to the monthly reports. Each screenshot comes straight from Google or Microsoft, with the dates on it, and I explain what every number means.

See the six accountsGet the Audit
  • Screenshots from the platforms themselves
  • Every date range shown
  • Client names withheld on request
  • One person did the work
Google clicks23.3Ksix months, injury firmAI citations208.4Kthree months, injury firmprofile calls70one month, up 25%impressions104Ka new site's first quarter

01Six accounts

What the work produced, read off the dashboards

Four law firm accounts and two others, each with the brief, the work and the screenshot it was measured on. Jump straight to any of them.

01SEO for an injury firm

23.3Kclicks from Google in six months

A personal injury firm with 3.55 million impressions in six months

Client
Personal injury law firm, Manhattan, New York
Period
18 October 2025 to mid April 2026

The firm needed more of the people searching for an injury lawyer to land on its site, which meant pages that match the way injured people actually search and a site Google could rank.

What I did

  • An audit of the site, the Business Profile and the competition before any change
  • Case-type content mapped to real search demand, one page per injury type
  • Technical SEO cleanup across the whole site
  • Internal links that send authority to the pages that sign cases
Google Search Console chart for a personal injury law firm showing 23.3K clicks, 3.55M impressions, 0.7% average CTR and an average position of 7.9 over six months

How to read it

Total clicks
23.3K people clicked through to the firm's site from Google search
Total impressions
3.55M times the firm appeared in Google results
Average position
7.9 across every search the firm appeared for, inside page one on average
The lines
Daily clicks (blue) climbed from about 100 in October to between 150 and 190 on the best days from January on

Google Search Console, the 6 months view, web search only.

02AI search optimization

208.4KAI citations in three months

A personal injury firm cited 208,400 times by AI assistants

Client
Personal injury law firm, Manhattan, New York
Period
Three months, late January to mid April 2026

More of the firm's future clients were asking AI assistants about their injury claims instead of typing a search. The firm needed to be one of the sources those answers quote.

What I did

  • Core case-type pages restructured so the answer comes first
  • Entity and schema work so AI systems can confirm who the firm is
  • Authority signals on the sources AI assistants read
Microsoft AI Performance dashboard for a personal injury law firm showing 208.4K total AI citations and 131 average cited pages over three months

How to read it

Total citations
208.4K times Microsoft Copilot and its partners cited the firm's pages in an answer
Average cited pages
131 of the firm's pages cited, on average, across the period
The lines
Citations (purple) ran between about 1,600 and 3,600 a day across the whole period

Microsoft's AI Performance report, the 3 months view. Citation sources: Microsoft Copilots and partners.

03GMB optimization

70calls from the profile in June 2026

A Queens injury firm whose Google profile rings 25% more

Client
Personal injury law firm, Queens, New York
Period
June 2026, compared with June 2025

In a crowded Queens market, most injury clients call the first firms they see in the map pack. The firm needed its profile to win more of those calls.

What I did

  • Business Profile optimization: the details Google uses to decide which local firm to show
  • Local case-type pages on the site that back up what the profile says
Google Business Profile performance screen for a Queens personal injury law firm showing 70 calls in June 2026, up 25 percent on June 2025

How to read it

Calls
70 people tapped Call on the firm's Google profile in June 2026
Change
+25% against June 2025, the same month a year earlier, so the season is not the reason

Google Business Profile Performance, Calls tab, June 2026.

04SEO for a new firm site

104Kimpressions in the first three months

A new New York law firm site with 104K impressions in its first quarter

Client
Law firm, New York
Period
1 March to the end of May 2026

A brand new site with no search history. New sites usually sit unseen for months, and the firm wanted to start showing up in Google early.

What I did

  • The same audit-first plan, applied from launch
  • Pages built around the searches the firm wanted to win
  • Technical setup and indexing so Google could crawl and trust the site quickly
Google Search Console chart for a new New York law firm website showing 132 clicks, 104K impressions and an average position of 9.4 in its first three months

How to read it

Total impressions
104K times the new site appeared in Google results in three months
Total clicks
132, which is normal for a site this new; impressions come first, clicks follow as positions climb
Average position
9.4 on average across the three months
The lines
Daily impressions (purple) rose from under 1,000 a day in March to more than 4,000 by late May

Google Search Console, the 3 months view, web search only.

05Google Ads management

$52.9cost per conversion, AUD

A Google Ads account getting nine conversions a week at AUD $52.90 each

Client
A client's account in Australia, amounts in Australian dollars
Period
19 to 25 September 2026

The client wanted more enquiries from the same budget, without paying more for each one.

What I did

  • Weekly reviews of the search terms behind every click
  • Negative keywords to cut clicks that would never convert
  • Ad and bid changes judged on conversions, not on clicks
Google Ads weekly performance summary for 19 to 25 September showing 9 conversions, $52.9 cost per conversion, 67 clicks and a 20.3% clickthrough rate, with the customer ID hidden; amounts in Australian dollars

How to read it

Conversions
9 in the week, up 13% on the week before
Cost per conversion
AUD $52.90, down 5%
Clicks
67, up 14%
Clickthrough rate
20.3%, up 32%; one in five people who saw the ad clicked it

Google's weekly performance summary email for the account. The customer ID is hidden.

06Negative review removal

100%of the requested removals granted

Every review in the removal request taken down by Google

Client
A client's Business Profile
Period
Confirmed by Google on 27 September 2026

Some reviews on the client's profile broke Google's rules. The client wanted them removed the proper way, through Google.

What I did

  • Each review read against Google's content policy
  • The specific rule each one broke written down with the evidence
  • The removal request filed through Google's own process
Email from Google Support confirming that reported reviews on a client's Business Profile violated Google policies and all requested removals were made, with the case number and business name hidden

How to read it

Google's finding
The reported reviews were in violation of Google policies
The outcome
Google made all the removals that were asked for

The email from the Google Support team. The case number and business name are hidden. Google decides every removal, so no one can promise one.

02Behind every result

The work behind the numbers

The same six steps ran on every account above, in this order.

  1. 01

    The audit

    I start by reading the site, the Business Profile, the reviews and what the AI engines already say, so the plan fixes what is actually wrong.

  2. 02

    The foundation

    Technical problems go first. Pages that cannot be crawled or trusted will not rank, however good the writing is.

  3. 03

    The pages

    One page for each case type the firm wants, written around the questions clients really ask.

  4. 04

    The profile and reviews

    The Business Profile is where local calls come from, so it gets the same care as the site.

  5. 05

    AI search

    Answer-first pages and clear facts about the firm, so ChatGPT, Copilot and Google's AI can name it with confidence.

  6. 06

    The report

    Every month you see what was done and what moved, read off the same dashboards you see on this page.

03How to trust these

The fine print, in plain view

What every screenshot on this page is, and what it is not.

  • Each screenshot is taken from the platform itself: Google Search Console, Google Business Profile, Microsoft's AI Performance report, Google Ads and Google Support.
  • Each one shows its own date range. Nothing is projected or estimated.
  • Client names, case numbers and account IDs are hidden because the clients asked me not to share them.
  • The Google Ads account and the review removal are not law firms. I show them because the work is the same work I do for firms.
  • Past results do not guarantee future results. Your market, your competition and your starting point decide what is possible.
01

Why are the client names hidden?

The clients asked me not to share them, and I keep that promise. Firms in competitive markets rarely want their competitors to know who runs their search. You will be treated the same way if you work with me.

02

Who did the work in these case studies?

I did, from the audit to the monthly reports: the SEO, the Business Profile, the AI search work, the ads and the review removal requests. Nothing here was handed off to a junior team.

03

Are these results typical?

They are real, not typical or guaranteed. A firm in a smaller market can need less work to lead it; a firm in a city like New York needs more. The audit tells you what is realistic for your firm before you commit to anything.

04

How long did these results take?

Each screenshot shows its own period, from one week for the ads account to six months for the largest SEO account. A new site usually shows impressions within the first three months and clicks after that, as the case study above shows.

05

Do you work with firms outside the United States?

Yes. The same work applies to firms in the UK, Canada, Australia and other English-speaking markets, with the local directories and the advertising rules of your own bar or law society.

05Your firm next

Find out what is realistic for your firm

Every account above started with the same audit. It tells you where your firm stands and what the numbers could look like in your market, before you commit to anything.

  • The same checks these firms started with
  • The firms you compete with in the map pack
  • Your firm in ChatGPT, Gemini and Google AI
  • What is realistic in your market
  • $350One office
  • $550Two offices
  • FreeOn the plan
Get the AuditAsk a question first

Illustration: your firm at the centre, and the firms around it competing for the same searches.

Written and reviewed by Ashikur Rahman, LL.B, LL.M. Last reviewed 20 October 2026.