Summit Law (SEO)

Summit Law is a specialist litigation and dispute resolution firm based in London, covering commercial litigation, insolvency, and director defence. As a legal services provider, they operate within Google’s YMYL category, where stricter trust and quality thresholds apply before content is surfaced in search results. Building visibility here demands more than good content. It requires a technically sound, authoritative online presence.

Summit Law approached MagnifyLab with a clear goal: grow their organic search visibility, generate more qualified enquiries, and establish genuine authority in their core practice areas. With strong competition from larger firms dominating search results, the challenge was to build a content and technical foundation that could compete at the highest level and increasingly be recognised and cited by AI search systems.

We developed and executed a comprehensive SEO strategy built around long-term authority and relevance, covering content architecture, technical performance, AI search optimisation, and off-site credibility.

• Engineered a hub-and-spoke content architecture across Summit Law’s three primary practice areas, targeting both informational and commercial keywords to capture users at every stage of the funnel
• Published over 60 detailed blog posts and practice area pages designed to demonstrate topical depth and satisfy Google’s E-E-A-T requirements for legal content
• Completed design and development work to improve user experience and Core Web Vitals performance across the site
• Implemented a full suite of AI SEO optimisations including schema markup, FAQ restructuring, content reframing, and author bio implementation to strengthen attribution and trust signals
• Delivered a targeted digital PR and backlink generation campaign to build domain authority, resulting in over 500 new links across the website

• 434% organic traffic growth
• 246% increase in organic enquiries
• 400+ new backlinks generated across the website
• 135+ pages cited by AI systems including Google’s AI Overview and ChatGPT