SEO & GEO
Visibility Benchmark

Contents

The month at a glance

An early, quiet-season month, but two signals already point the right way: the site's foundations are measurably stronger, and the firm is starting to be named by AI assistants, led by its intellectual-property work.

How to read this review

This is month one of a long game. Its job is to show movement against the opening baseline, not to declare a result. Meaningful ranking and AI gains typically build over weeks six to twelve, so a single month, especially a summer one, is about reading the direction of travel.

Two things to hold in mind throughout. First, seasonality: legal search softens over the summer holidays, a pattern visible in the firm's own twelve-month traffic curve (section 09), so a dip in July is expected rather than alarming. Second, the shift to AI: a growing share of buyers now open an AI assistant before Google when they ask "who's the best firm for…". Being named in the answer is becoming a second front door, which is why the GEO numbers carry real weight even while traditional traffic is quiet.

What moved in Google

Of the 105 tracked keywords, 8 rose, 10 slipped and 87 held. The pattern under the noise: intellectual-property terms climbed while the mental-health and employment terms were volatile. No non-branded term is on page one yet; 18 terms now sit inside the top 100, up from 17.

Every keyword that moved (all 18)

Competitive landscape in Google

The same firms from the baseline remain the reference points: one like-for-like specialist (Landau Law, by far the closest) and national players at a different scale. The realistic peer to measure against is the specialist tier; the giants set the long-term horizon.

Who the AI assistants recommend

We put the tracked buyer questions to ChatGPT and Gemini through the month and recorded which firms get named. Burley Law's brand visibility rose to 9% (+2.4 points), sentiment is 100% positive, and when the firm is named it averages first place.

Share of voice

The remaining ~87% is spread across 160+ other brands the assistants mention. Share of voice rose from 1.4% at baseline.

Who owns each topic

The questions, and the move to local focus

AI visibility is measured by topic: we track four topics, and the monitoring generates a set of buyer questions under each, fifteen in all, which are put to the assistants every cycle. The month-one set was deliberately broad: wide, national questions whose job was to map the whole competitive landscape and establish who owns which conversation. That mapping is now done, and it showed precisely where a specialist firm can win. Here is the full picture it produced:

From Month 2: national mapping done, local focus on

With the landscape mapped, the tracked set now moves to phase two. We keep the topic already won, retire the three broad national battlegrounds (trademark registration, unfair dismissal, tribunal defence), and point the measurement at the specialist, local ground month one identified. Two commercial/IP topics, two employment, the local ones tied to Birmingham:

Foundations, and the fixes made

The on-page SEO score rose to 80 ("high", +3.8%) and total issues fell by 28%, the direct result of this month's work.

Site speed

Mobile interactivity also improved sharply, 61ms → 27.5ms, and visual stability is excellent on both (0.02–0.03).

Visitors, and the summer effect

Estimated organic traffic eased about 10% this month. The twelve-month shape below is the context: traffic dips every summer and peaks in winter and early spring, so July's softness is the season, not the strategy.

Month-one numbers

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