Recent SEO Performance and AI Visibility Wins (Nov 2025)

This article contains: 

• SEO results (organic search) for 4 active clients
• AEO results (AI traffic) for the same clients
• SEO and AEO tips for law firms and B2B industrial companies

About these SEO and AEO results

I am Connor Kimball, a performance marketer with a specialty in SEO, AEO, and paid search marketing. 

When marketing agencies land a VIP client with SEO or AEO needs outside of their abilituy to deliver, they call me. Over the last three months, in addition to the usual consultations for my agency and personal clients, I’ve been entrusted with the search and AI results for multiple law firms and manufacturing companies.

The following is a short review of my results, and tips for delivering similar SEO and AEO results for your clients or business.

SEO / AEO results for a MASS TORT law firm (national)

Law firm SEO and AEO results for a MASS TORT firm operating in every state of the US.

SEO results: 91% growth in SEO leads (3 months)

This law firm enjoyed a 91% increase in conversions from organic traffic this quarter, along with a 16% increase in total organic traffic. This is a massive website and we inherited some major issues, including hundreds of non-performing pages with zero traffic.

This quarter, we prioritized conversion rate optimization over traffic growth, and the results show that prioritization exactly. Tactics included:

• Adding “Top 10” lists of lawyers on city and state-specific pages
• Adding interactive tools (like compensation calculators) to the website for lead generation
• Programmatic improvements to our calls-to-action throughout the website

Our huge improvement in conversion rates sets us up for even bigger growth as we increase organic traffic this quarter.

AEO results (AI visibility): 47% growth in AI traffic (3 months)

Aggressive results are easy when you’re starting from nothing. AI traffic is a low percentage of this law firm’s traffic, and that will not change anytime soon. AI traffic is essential for companies selling SaaS products or expensive, B2B services. But most law firms are dealing with a less technically advanced audience, and we expect this audience to adopt LLM tools like ChatGPT and Gemini later than B2B buyers.

SEO / AEO results for a TORT law firm (Texas)

Law firm SEO and AEO results for a TORT firm in Texas.

SEO results: 45% more organic traffic, 72% more leads (3 months)

This law firm enjoyed a 45% increase in organic traffic compared to the previous quarter. More importantly, they saw a 72% increase in leads!

This was thanks to:

• Conversion rate optimization: We redesigned and relaunched their Service Area and Practice Area pages to make them more likely to convert
• Keyword targeting: We focused on high-intent keywords in our niche, the ones that lead directly to phone calls and form fills for the law firms. We spent very little time on top-of-funnel content targeting informational keywords.

Quarter vs quarter SEO results were strong, focusing on both traffic increases and conversion rate optimization.

AEO results (AI visibility): 176% increase in AI traffic (3 months)

In the same three month period, this law firm improved AI traffic (referral traffic from LLMs like ChatGPT) by 172%.

We notice AI traffic is converting at much higher rates than any other channel. This is not only true for this law firm client, but most of my clients in any niche.

I improved AI visibility for this client with:

• Onpage optimizations: We updated the structure of our headers and text content on all pages. We also made sure we presented information in the form of bullet points (lists) and tables, which seems to be picked up by LLMs more often.
• Link optimization: Getting this client mentioned on multiple websites we saw being cited by LLMs like ChatGPT and Perplexity lead to them getting more citations in AI search.
• Reddit: This client is active on Reddit and even links back to their website regular from a subreddit we control.

SEO / AEO results for a B2B industrial company

Industrial SEO and AI visibility results for a B2B services company in the industrial / manufacturing space.

SEO results: 41% growth in organic traffic, even greater growth in leads (3 months)

This industrial services company in Texas enjoyed 41% growth to their organic traffic and an even greater improvement in conversions. Unfortunately, the full extent of the conversion rate improvements were not captured in GA4, as we lost conversion tracking for one month of this period (we transitioned this client to a new CRM, which caused a temporary loss in conversion tracking).

How did we drive such aggressive growth? We focused on:

• High-intent blog topics: Instead of informational blogs, we prioritized comparisons and pricing guides that targeted keywords around their products and services
• Website accessibility updates: This client had several design choices that were making it difficult to read or see links on certain sections of the website. Simply updating our font color to be more visible and changing our link color to match our CTAs led to improvements in our conversion rate.
• Service Area Page upgrades: We added relevant content and improved the design of this client’s location pages. All these pages saw an increase in traffic and higher conversion rats following the update. This cohort of six pages accounted for nearly 50% of this quarter’s increase in total leads.

We’ve barely tapped the surface with this client. Honestly it’s frustrating… they are on the lowest SEO package we offer, so I’m only allowed to work on their website a few hours per month. Imagine how high their growth rates would be if they upgraded their plan and let me work on this account for even a few hours per week?

AEO results (AI visibility): 272% growth in AI traffic (3 months)

Unlike law firms, B2B industrial clients are seeing a significant percentage of new leads coming from AI sources rather than traditional search. My client is no different, and we drove 272% growth in AI traffic this quarter. This was primarily thanks to the content and landing page updates described in the previous section, as well as some AEO specific tactics like:

• Prioritizing listicles and comparison articles
• Including stats, data, and price estimates as often as possible
• Presenting information in bulleted lists and tables
• Building backlinks and publishing content on our most important social channels
• Advanced schema markup
• Using press releases for backlinks

This client is barely tapping their potential, but their revenue is already growing faster than they can keep up with. Once they stabilize and invest even 0.00001% of their revenue into digital marketing, I can’t picture any competitor – local or national – keeping up with them.

SEO results for a national personal injury law firm

Law firm SEO and AI visibility results for personal injury attorneys serving the west coast, Arizona, and Florida.

SEO results: 73% growth in conversions (Key Events) last month

This personal injury law firm serving 6 states enjoyed a 73% growth in SEO leads last month. This client is not on an AI visibility plan, so AI traffic is not one our KPIs.

How am I driving such aggressive SEO results for this law firm? I focused on:

• Service Area Page upgrades: We added relevant content and improved the design of this client’s location pages. This included dozens of locations, and programmatic changes (bulk updates) like this allow us to drive such strong results in a short time period.
• High-intent blog topics: Instead of informational blogs, we prioritized listicles, free tools, and compensation guides that targeted keywords around their legal practice areas and target client.
• Conversion rate optimization: This client wants to drive phone calls, but their pages were not well optimized for this. We added click-to-call links to all pages. Just as important, we added reviews and example case results to these pages too. Updates like these are responsible for our improved conversion rates.

We’ve barely tapped the surface with this client. I look forward to seeing how far we can get in this competitive niche.

SEO Results FAQ

What are the most important metrics for SEO?

The most important metrics for SEO, or key performance indicators (KPIs), are directly tied to revenue. These include: 

• Organic revenue booked ($)
• Organic new customers (#)

This requires a proper CRM setup and a moderate-to-advanced analytics integration. The next most important metrics are deliverable results, which lead directly to revenue. These metrics include: 

• Total traffic and traffic growth
• Conversion rates 

This covers the four most important KPIs you should be reporting to clients. However, every SEO expert or marketing agency should also track leading metrics for SEO internally. These include: 

• Impressions, changes in impressions
• Average position for target keywords in Google 
• AI visibility 
• Crawls from LLM tools
• # of pages 

Where do your SEO clients come from?

I work with multiple marketing agencies, and these agencies send me their enterprise SEO clients that require advanced services that their own agency can’t provide. Thanks to this, I have insight into the operations of multiple marketing agencies, as well as dozens of businesses in different industries and in different geographies around the world.

How often do you report SEO metrics?

Once every three months, I have a series of quartlerly roadmap call with my clients. These calls include deep analysis of their metrics and marketing trends. 

I also check in with clients on a bi weekly or monthly basis, which includes a brief report on KPIs.