Taking the initiative: trading destinations for answers
Extreme knew the landscape was changing and needed a means of being able to report on this fundamental shift to their clients.
Infuriatingly, they found that many of the leading SEO tools were either too slow to respond to the change or what they did offer was rudimentary at best. Having comprehensively tested a number of AI search reporting tools, Writesonic stood out as the clear winner.
With Writesonic, Extreme have been able to completely overhaul their reporting and show their clients the full picture, covering both organic and AI search.
Asked about the moment Writesonic made the biggest difference, James Munro, SEO & GEO Lead at Extreme, points to something bigger: the overall change in reporting.
“There's no single moment and even if there were, it wouldn't matter as much as the overall shift in reporting Writesonic has given us. That's by far the most significant part.”
James Munro, SEO & GEO Lead at ExtremeA dual optimisation strategy for complete search visibility
Despite AI search being a watershed moment, Extreme remain fully committed to improving their clients’ performance in organic search and, as such, carefully balance their optimisation to serve both masters.
Their approach is holistic, covering universal best practices and not narrow, platform-specific tactics. Starting with a technically sound website - if crawlers can't find it, LLMs can't synthesise it - and creating high-quality, people-first content that builds topical authority and can be easily parsed by the LLMs.
A strategic content evolution was the foundation for AI search success
Their aim was to turn Murgitroyd - a globally renowned IP firm - into the undisputed source for IP law across all AI search platforms. To do this, Extreme led a strategic content evolution focused on precise optimisation and restructuring.
Through creating content for machine readability and removing friction by structuring data for direct answers, they ensured that LLMs could easily parse and synthesise Murgitroyd’s content into their answers.
Importantly, this optimisation never sacrificed editorial depth or quality. Extreme balanced machine readability with maintaining the polished, authoritative and natural flow that human readers expect from the brand.
The objective was to turn Murgitroyd’s website into the primary cited source for LLMs when users were seeking to address complex intellectual property matters.
“Murgitroyd’s real-world authority in IP law was unquestioned, but we needed to translate that into digital dominance across AI search. Our strategy ensured they outpaced the competition: achieving 11.1% more citations than their closest rivals.”
From topical authority to complex, high-networth cases
For Brabners - a leading, purpose-led, independent UK law firm - the search journey that connects users with them can be an elaborate one, spanning local, national and AI search.
The site is divided into three key sections: services, sectors and insights. Each needed to serve a completely different audience in a unique way.
Extreme ensured that every single page serves a distinct role and is seen as a highly-relevant, authoritative resource capable of appearing across the complex search landscape for queries and prompts relating to complex and high-net-worth cases - Brabners’ core business focus.
“We turned Brabners into the undisputed legal authority for large language models. This resulted in them becoming the most cited brand on ChatGPT compared to their competitors and securing a top-three mention in 60% of answers.”
Note: Results are based on performance snapshots supplied by Extreme, covering different reporting periods and tracked competitors for each client.
Collaborative and open: how a mutually beneficial relationship developed
The working relationship extended beyond reporting. James could reach the Writesonic team on Slack at any point for help, and his feedback has directly led to changes in the tool.
“You've been superb. Reaching out on Slack and getting a quick fix to my problem has been huge. You've even built changes into the tool because I asked for them. That willingness to accommodate is what stands out.”
James Munro, SEO & GEO Lead at Extreme
