68%
Two thirds of searches never leave Google
Up from 60% in 2024. The answer arrives on the results page and the visit ends there.
SEO for personal injury law firms
Sign the cases you don’t have to buy.
I run your firm’s entire search channel as one system, so you get found, trusted, and recommended wherever someone looks for a lawyer. Traditional search, local, and AI visibility, measured in signed cases.
Companies I’ve worked with
Fifteen years driving growth for national personal injury firms and beyond.
What changed
The click is disappearing, and the answer is being written without you.
Two years ago about four in ten Google searches still ended in a click. Today it is closer to three. When Google answers with AI, the click roughly halves again. And what the AI says about your firm is mostly assembled from sites you do not own, which means the job is no longer getting ranked. It is being the answer everywhere someone thinks to ask.
An AI summary in search roughly halves clicks
When an AI summary appears, people click a result about half as often. They click a link inside the summary itself 1% of the time.
85%
Sites you don’t ownYour site
Most of what AI repeats is not from your site
Across 21,000 brands, the evidence AI search engines retrieve sits mostly on third-party pages.
The Visibility Loop
Everything an agency does, driven by data and shipped in days.
Three stages that repeat. The data decides what gets worked on next, and the work goes live the week it is decided rather than waiting on somebody’s roadmap.
Establish the baseline, find the gaps
We audit and measure everything so we have data to compare.
- Full audit of the site, local presence and AI visibility
- Attribution and call tracking wired into intake
- CRM and intake integration
- A measured starting point for everything reported later
Fix the foundation, build the authority
Rebuild the site, then clean up your offsite presence.
- AI-native website rebuild
- Technical SEO, performance and structured data
- Google Business Profile, legal directories and citations
- Offsite authority and earned mentions
Run the loop, deliver results
Publish, measure, refine, so each month builds on the one before it.
- Content strategy, creation, and periodic updates
- AI prompt tracking
- Monthly reporting, insights, and strategy call
- Priorities reset on what the data says, not a fixed list
5Clients at a timeThe whole roster, not five per account manager.
1Firm per marketCompetitors in your market cannot hire us.
15Years buildingWeb development, search and growth as a unit.
30Day noticeMonth to month, and you own everything built.
Who You Work With
You work with me, not an account team.
I studied business at UC Berkeley’s Haas School and have spent fifteen years building high-value websites and running the search programs behind them. A small team helps me execute, but you are not handed off to an account manager, and you are never re-explaining your firm to someone new.
The work is AI-leveraged end to end. Research, analysis, and production move at a pace a traditional team cannot staff for, which is why what gets decided this week is live this week instead of waiting behind somebody else’s roadmap. It should feel like having the capability in house, without hiring for it.
Selected work
Fifteen years of results.
David Ryan is first-class all the way. His expertise and attention to detail are superb. He exceeded above and beyond expectations and is what every agency should be.
Dan JimmersonCMO, national personal injury firmDK Law
Personal injuryCustom build with intake and attribution wired through to signed cases, and structured data connecting the firm to its practice areas.
Vaxcare
Healthcare SaaSSite and content architecture for a regulated healthcare product with a long, technical buying cycle.
Visual Revival
Subscription SaaSSubscription product site built for search, with the reporting to see what the channel was actually returning.
SEO Insights
Notes from inside the work.
- MeasurementDoes AI referral traffic convert better than Google search for a law firm?Probably not the way it is being sold. The published figures run from 1.4x to 23x, the one controlled test found no significant difference at all, and not one of them measured a law firm.Read the article
- AI SearchYour firm can be cited without ranking, and rank without being citedTop-ten pages supplied 76% of AI Overview citations in July 2025 and 38% by March 2026. Position and citation have come apart, and that changes what you should be asking your vendor for.Read the article
- Technical SEOSchema will not get your firm cited by AI. It will make your firm resolvable.A controlled test across 1,885 pages found adding JSON-LD moved AI Overview citations by −4.6%. Schema still has a real job for a law firm, and it is not the one it gets sold as.Read the article
Work With Us
Let’s see if we’re a fit.
I work with one personal injury firm per market and cap the roster at five. The engagement is built for firms that want organic search to become a larger growth channel and are comfortable with an AI-native operating model. A fit call takes fifteen minutes, and I will be clear about whether it makes sense to work together.
Frequently Asked Questions
What firms ask before they call.
Is AI search actually sending personal injury law firms new cases?
For most personal injury firms, direct referrals from AI tools are still a small slice of traffic. The bigger issue is not referrals. It is that the click a firm used to earn is now being answered without it. When an AI summary appears, people click a result about half as often, and roughly two thirds of Google searches end without any click at all. So AI search is less a new source to chase than a signal that the old one is shrinking while the firm decides what to do about it.
How is AI search optimization different from traditional SEO for a law firm?
For a law firm it is the same discipline over a wider surface. Rankings and the local map pack still matter and still get worked. What changes is that being named by an answer engine depends far more on what the rest of the internet says about the firm than on what is written on the firm’s own pages. Most of what AI repeats about a brand comes from third-party sources, which means a program that only touches the website cannot move it.
Can a law firm control what ChatGPT or Google’s AI says about it?
No, and anyone promising a law firm otherwise is selling something. There is no dashboard where a firm edits the answer. What a firm can control are the inputs: a consistent name, practice areas, locations and results everywhere they appear, citations from the sources these systems already trust, and structured information about who the firm is. From there you measure what the answers actually say over time and keep correcting the record.
How do you handle search visibility for personal injury firms specifically?
Personal injury changes the work in three ways. A signed case is worth enough that a handful a year can pay for the whole program, so the target is qualified case types rather than raw traffic. Intake is phone-heavy, which means attribution has to survive a phone call and land in the CRM or nobody can tell which work produced the case. And every page is attorney advertising, so compliance review sits inside the publishing process rather than after it. Markets are also genuinely competitive, which is why the answer is depth in one firm’s markets rather than a template.
How long does it take to see results from SEO for a personal injury firm?
For a personal injury firm the first ninety days go to foundation: a full visibility audit, the site rebuild, attribution and call tracking wired up, and directory and citation cleanup. Local visibility and AI citations often move inside that window, because consistency and structure are what those systems react to fastest. Competitive case-type terms take longer, usually a few quarters. I do not promise case volume on a timeline, and a firm that gives you one is guessing.