Project overview

Keystone Law, a boutique London-based property law firm, wanted to establish itself as a market leader in an industry dominated by large legal practices and directories. Their main objective: to appear in Google’s AI Overview for the high-value keyword “best property lawyer in London” and drive qualified leads through organic search visibility.

Search Engine Star designed and executed a data-driven SEO strategy centered on legal service keyword targeting, AI Overview schema alignment, and authority-building content. Within 3 weeks, Keystone Law secured a feature in Google AI Overview, strengthening both visibility and credibility in a highly competitive legal market.

Challenges & constraints

Before deploying our SEO strategy, several barriers needed to be addressed:

  • Highly competitive legal SEO market with strong directory dominance (e.g., Yelp, Legal 500, Trustpilot)

  • No prior visibility in AI Overview

  • Limited optimized service pages targeting high-intent legal keywords

  • Lack of structured data to align with AI-powered search

Project solution

To solve these challenges, we implemented a tailored legal SEO strategy designed to maximize visibility and authority:

  • Conducted in-depth legal keyword research focusing on geo-targeted, service-led, and intent-driven search terms

  • Built SEO-optimized landing pages for property law services, designed for both users and AI Overview triggers

  • Implemented structured data/schema to improve AI Overview eligibility

  • Strengthened internal linking between service pages and supporting legal resources

  • Used NLP-driven content optimization to align page content with Google’s evolving AI models

  • Enhanced E-E-A-T signals (Experience, Expertise, Authority, Trustworthiness) to stand out in YMYL (Your Money, Your Life) search categories

Results

  • ✅ Featured in Google AI Overview for “best property lawyer in London”

  • ✅ Achieved #1 organic ranking for multiple high-intent property law keywords

  • ✅ 178% increase in organic traffic within 6 months

  • ✅ 92% keyword ranking improvement across tracked terms

  • ✅ 2.5X increase in consultation requests from organic search

  • ✅ Significant boost in online authority and trust signals compared to competitors

Ready to boost your law firm’s visibility in AI search? Contact Search Engine Star today!