UK law firms run about 1,240 searches a month for SEO services across six phrasings, and advertisers pay £26.91 a click for the lead term. We break down what the demand data says about winning legal clients.
The UK AI SEO market sorts into five vendor archetypes, each with a strength and a blind spot. A vendor-agnostic buyer’s map, with the axes and proof questions to place any firm.
ChatGPT and Perplexity share only about 11% of cited domains. Three levers, retrieval, recency and source-type, explain why the same UK query returns different sources.
CPM, CPC and CPL cannot see the value of an AI citation. Here are three new performance metrics, cost per citation, citation share of voice and citation-influenced pipeline.
A single content brief can optimise for Google ranking, AI retrieval and AI citation at the same time. Here is the three-layer template, with the checklist for each layer.
Perplexity leans on primary and news sources; ChatGPT leans on Wikipedia and reference sites. Here is what the published data shows and two publishing playbooks that follow from it.
Most ChatGPT SEO advice treats every tactic as equal. This playbook ranks 12 tactics by the effect size each one showed in a published study or controlled test.
AI engines reason over entities, not keywords. This 7-step audit compares your content to a Wikidata or Google Knowledge Graph snapshot to find the entities you are missing.
We took 10 UK pages, applied one isolated change each, and measured citation rate after 4 weeks. Direct-answer block lifted +19pp; meta-description rewrites produced 0pp. Full ranked list with implementation time.
We mapped 50 UK AI marketing agencies on a 4-quadrant grid: strategy vs technical operations, creative vs analytical. 34 cluster in strategic-analytical; only 3 sit in the technical-creative white space.