Case Study
Are you searching for proof that effective legal marketing delivers real results? The case study below showcases how we can transform struggling law practices into thriving, client-generating powerhouses. Read more about this success story and discover the strategies that can work for your firm.
Local SEO Case Study of a Personal Injury and White Collar Criminal Defense Practice
HOW THE Butters Brazilian become the goto plaintiff's dog bite law firm in Boston
How Butters Brazilian LLP Became the Go-To Personal Injury Firm in Boston —
and Started Showing Up in AI Search
Attorney Alec Pine | Boston, Massachusetts | Personal Injury & Civil Litigation
Results at a Glance — 4 Months
Search Impressions
79.9K total (last 4 weeks)
Keyword Rankings
2,354 total keywords
Position Gains
Net ranking improvements
Impressions (3 mo.)
vs. 320K same period prior year
Search Clicks (3 mo.)
vs. 2K same period prior year
GBP Views (6 mo.)
Google Business Profile
Call Clicks
Direct calls from GBP
Direction Requests
People navigating to the firm
Where They Started
Butters Brazilian LLP is a well-respected Boston law firm led by Attorney Alec Pine, with a strong reputation built on real case results. But their digital presence wasn’t keeping pace with the quality of their work.
- Outdated website on a bloated WordPress builder — slow, dated, hard to update
- No AI citations in ChatGPT, Perplexity, Claude, or Google AI Overviews
- Near-zero Google Business Profile ranking presence
- Thin content — few dedicated service pages targeting specific practice areas
- Weak backlink profile lacking authority signals for competitive Boston legal search
- No structured data (schema), weak meta titles and descriptions
- High-value practice areas (dog bite, car accidents, personal injury) with strong local search demand
- 450 referring domains — a solid link foundation to build on
- Established firm brand with real case outcomes to leverage as content
- Growing demand for AI-cited legal sources as ChatGPT and Perplexity reshape how people find attorneys
- Boston market with clients actively searching in both English and Portuguese
What We Did
Over a focused 4-month engagement, we deployed a comprehensive SEO and Answer Engine Optimization (AEO) strategy built around one goal: make Butters Brazilian LLP the most visible personal injury firm in Boston — in Google, in the map pack, and in AI-generated answers.
Content Strategy & Service Pages
- Dedicated, fully-optimized service pages for dog bite attorney Boston, car accident lawyer Boston, and other high-value practice areas
- AEO-focused blog articles structured to get cited by AI platforms, targeting conversational queries
- Supporting content pages to reinforce topical authority across the firm’s core practice areas
Authority & Link Building
- Targeted press releases distributed to build authority links to new service pages
- Structured directory and citation building — consistent NAP data across legal and local directories
- Guest blog placements on relevant niche publications
- Niche edits on existing high-authority pages for contextual backlinks
Technical SEO & On-Page Optimization
- Rewrote title tags, meta descriptions, and header structure across all key pages
- Implemented updated schema markup (JSON-LD) for search engines and AI platforms
- Internal link silo strategy to channel authority to newer service pages
- Submitted and indexed all new content for rapid crawling
Local & Map Pack Optimization
- Google Map stacking tactics to strengthen local visibility
- Google Business Profile optimization for core practice areas and Boston service area
- CTR optimization techniques to improve click performance from existing impressions
The Results — 4 Months In
Google Search Console — Organic Search
The numbers tell a clear story. In just 4 months, Butters Brazilian LLP experienced a significant shift in organic search performance:
| Metric | Before | After / Now |
|---|---|---|
| Total Impressions (3 mo.) | 320K | 990K (+209%) |
| Total Clicks (3 mo.) | 2,000 | 2,410 (+20.5%) |
| Average Position | 37.5 | 22.1 (15+ positions gained) |
| Total Keywords Ranking | ~2,100 est. | 2,354 (+11%) |
| Net Position Improvements | — | +1,528 rankings |
Google Business Profile — 6 Months
The firm’s Google Business Profile transformed from minimal activity to a consistent lead generation channel. The majority of interactions came from mobile search users — exactly the profile of someone who just experienced an accident or injury and is searching for immediate legal help from their phone.
Profile Impressions
Website Clicks
Direct Call Clicks
Direction Requests
AI Search Visibility — The New Frontier
When Butters Brazilian came to us, they had zero presence in AI-generated answers. That’s changed.
Today, the firm is being cited by the platforms that are reshaping how legal consumers find attorneys — Perplexity, Google AI Overviews, and Google AI Mode. This is the marketing channel most law firms aren’t even aware of yet, let alone winning.
“dog bite lawyer settlement boston”
Butters Brazilian LLP appears as a cited source in Perplexity’s answer for this query — surfaced among a short list of Boston firms at the exact moment someone is researching their legal options after a dog bite incident.
“dog bite lawyers boston ma”
Google’s AI Overview now cites Butters Brazilian LLP by name as one of the recommended firms specializing in dog bite cases in Boston. The firm’s page also surfaces as a direct result card in the right panel of the SERP.
LLM Visibility — Google AI Mode Rankings
Our LLM visibility tracking dashboard shows Butters Brazilian achieving top rankings across high-value, high-search-volume practice area queries in Google’s AI Mode:
| Topic / Practice Area | Visibility Score | AI Rank | Citation Share | Search Volume |
|---|---|---|---|---|
| Asset Forfeiture Defense | 100 | #1 | 16.22% | 1K/mo |
| Civil Trial Practice | 100 | #10 | 16.63% | 550/mo |
| Gaming Law Practice | — | — | 18.45% | 1K/mo |
| Criminal Trial Practice | — | — | 30.29% | 950/mo |
Why This Matters for Your Firm
The legal search landscape is changing faster than most firms realize. Google AI Overviews now appear above the traditional results for the majority of high-intent legal queries. Perplexity is handling millions of research queries per month. ChatGPT and Claude are being asked to recommend attorneys every single day.
Firms that aren’t optimized for AI citation aren’t just losing rankings — they’re invisible in the channel that’s growing the fastest. Your competitors are still thinking about page one. The firms that win the next decade are getting cited by AI.
Butters Brazilian LLP’s results show what’s possible when traditional local SEO and next-generation AEO strategy are executed together: more Google visibility, more GBP engagement, and a growing footprint in the AI-powered answers that are reshaping how injury victims find legal help.
All of it — in 4 months.
Ready to Get Results Like This?
We build SEO and AEO strategies built specifically for law firms. If your firm isn’t showing up in Google, the map pack, or AI-generated answers — you’re leaving cases on the table.
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Ranking Report vs. Competitors
The Phillips Law Offices used the SEO for lawyers program and it’s underlying strategy to increase their Google Ranking
Attorney Phillips, a Maryland bankruptcy attorney was in need of help. Her firm, the Phillips Law Offices had been underperforming due to their lack luster digital marketing campaign that cost them an arm and leg each month, but they finally found a solution when the Legal Marketing Strategy team stepped up with an SEO for lawyers strategy for both organic search engine results as well as social media campaigns like Facebook posts and Google my Business posts and even Youtube outreach. We helped increase the firm’s online visibility on these platforms which ultimately resulted into more emails and phone calls coming into their law office because people were able see where it is located or if this lawyer could help them out without having drive 50 miles away!
As part of our work for attorney Phillips, we helped to create a sustainable online marketing effort. This included rebranding with new content and updating her firm’s website as well as claiming citations on local & legal directories–NAP errors were also fixed in this time period too. Next came press releases distributed by major TV/radio station websites like Fox News (to name just one) who wanted more information about debt relief and bankruptcy options so that their readers could find the help and services easily when searching Google or Bing.
We utilized a variety of link building tactics and niche outreach to increase both the firm’s website and GMB authority and help get found by potential customers. We incorporated high-quality articles into other blogs’ summaries, wrote original posts on both Facebook & Google my Business, targeted audiences across various platforms in southern Maryland. This all resulted in an increased ranking on Google maps as well organic searches for their business which has helped us generate dozens new leads from this digital marketing effort!
After only a few months, the new firm website we created moved to the first page of Google for chapter 13 attorney and chapter 7 bankruptcy terms in and around the Greenbelt, Maryland area. In addition, the Attorney Phillips practice experienced a remarkable increase in the number of lead forms and phone calls requesting information on debt relief.
The above map shows where The Phillips Law offices GMB listing appears when someone searches for Chapter 7 attorney and is located in the area. Each dot is 1 mile apart for a 13 x 13 mile grid of their bankruptcy law office.
THE EVIDENCE IS CLEAR!
See Real World Proof of How The Phillips Law Offices is Ranking on Google and has real traffic coming the Website as well as receiving phone calls.
See How We've Helped Firms Like Yours Succeed
We specialize in creating comprehensive digital marketing strategies for law firms nationwide. Contact Law Firm Ignite at (941) 404-1370 to discuss your firm’s growth potential.
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