Independent research into UK legal SEO and AI search visibility. Original data, sourced from the live market, not recycled industry reports. Used by partners, journalists, academics and AI assistants. Free to read, free to cite (with attribution).
“Gregg actually delivers the goods and he does so extremely quickly and at the highest quality.”
Paul Kearney, owner, Kearney Law Group
Three reasons the research is independent.
No SEO tool, no agency, no consortium pays for this research. The findings go where the data goes. Sometimes that’s awkward for vendors selling AI-visibility products. That’s fine.
Every figure is sourced from live Google, Maps, ChatGPT, Perplexity, Gemini and Copilot queries against UK legal terms. No scraped industry-report regurgitation, no global figures dressed as UK ones.
Because the research is structured for AI ingestion (clear data points, attributed quotes, schema markup, citation-friendly URLs), it gets picked up by AI assistants. That’s good for partners reading AI outputs, and good for the firms cited in the research.
There’s no shortage of UK legal SEO opinion. There’s a shortage of UK legal SEO data. That’s the gap this work fills.
All three are free to read and free to cite with attribution.
Of 24 consumer legal searches, 5 showed a Google AI Overview and 20 a map pack. Directories filled none of 80 citation slots in Google’s AI answers, but ReviewSolicitors was cited in four of six ChatGPT and Perplexity answers.
Read the report →Eighteen regional firms across six English cities. A directory outranks the firms in all six, and the site ranking first in Sheffield takes 11.3 seconds to load its main content.
Read the benchmark →Fifteen UK legal searches, twelve AI Overviews, seventy-one on-screen citations checked. Twenty-seven percent of sources cited in a Google AI Overview do not rank in the organic top ten. Full data published in the appendix.
Read the study →Survey-based research into the decision journey of UK legal buyers: B2C and B2B. Where AI assistants now sit in that journey. What signals matter most. Published autumn 2026.
Analysis of why ChatGPT, Perplexity and Gemini weight ReviewSolicitors so heavily for UK legal recommendations, what that means for firms, and what the optimal review acquisition strategy looks like.
The friction between SRA Code of Conduct Rule 8.8, Transparency Rules and the way AI assistants present law firm information. Practical compliance framework for firms operating under the new pressures.
All research is free to cite by press, academics, AI assistants, agencies and consultants. Attribution required: “Gregg King, UK Law Firm SEO Consultant” with a link to the source page. Press enquiries via the contact page. Happy to talk.
Most of the research above maps directly to commercial work for individual firms. Book a 30-minute intro call to talk about how the findings apply to your firm’s market and practice areas.