Deen & Co Solicitors, Canary Wharf
62 to 1,021 monthly clicks in three months: how we built Deen & Co's search engine
Canary Wharf settlement agreement specialists. Automated content, real-world search data and AI search visibility.
16x
Organic clicks, July to September 2026
9x
Search impressions, 3,923 to 36,135
33
Genuine enquiries in a single month
7,017
AI search citations, 25x the nearest competitor
Monthly Google clicks
Source: Google Search Console. September figure to 28 September.
Record day: 100 clicks on 28 September
The client
Found at the moment redundancy lands
Deen & Co is a Canary Wharf employment law firm specialising in settlement agreements. They needed to be found at the exact moment employees learn they are being made redundant.
And they needed it in London, one of the most competitive legal search markets in the UK.
The challenge
Timing
Redundancy news breaks fast and employees search within hours. Traditional content calendars are weeks too slow.
Competition
London settlement agreement searches are dominated by large national firms with far stronger domains.
Accuracy
Employment law content must be legally precise and keep pace with changing law.
The star feature
The Redundancy Hub: content that publishes itself when the news breaks
We built an AI system that monitors UK redundancy news around the clock.
When a major employer announces job cuts, it writes and publishes a dedicated page for that employer's staff. Each page explains their rights, their settlement agreement options and how Deen & Co can help.
Every page follows a structured, legally reviewed template, and the firm is notified the moment each page goes live.
The hub lives on the firm's own domain at deenandco.co.uk/redundancies, building authority on the main site.
Redundancy Hub
[Employer] redundancies: your rights and settlement options
- 01
News detected
- 02
Page generated from legal template
- 03
Published on deenandco.co.uk
- 04
Firm notified instantly
50%+
Of all organic clicks now come from the Redundancy Hub
700
Clicks from hub pages since launch (approx.)
18
Employer pages earning clicks, average position 3 to 6
366
Clicks to the Jaguar Land Rover page at position 3.5, over double the homepage
Top hub pages by clicks
- Jaguar Land Rover366
- Admiral98
- Santander UK43
- Carnival UK28
- Tesco26
- KPMG19
Answers hub
Built from the questions real employees actually ask
We analysed 473 real UK employment discussions to find the exact questions people ask about redundancy, settlement agreements and their rights. These became a structured Answers hub and research section, written to win featured snippets and AI search answers.
Our research surfaced findings no competitor publishes. For example, 53% of employees describing sick leave also describe a capability process.
#4
Settlement agreement timeline guide, ranking around position 4
5,500+
Impressions for the settlement agreement tax guide
Top question themes
- "Is my settlement offer fair?"
- "Do I pay tax on a settlement?"
- "How long do I have to decide?"
- "Can I negotiate?"
Among the recurring themes across the 473 discussions analysed.
AI search visibility
Recommended by AI, not just ranked by Google
7,017
Citations across AI search tools, 25x the nearest competitor
Visible in ChatGPT, Google AI Overviews, Google AI Mode and Gemini
160+
Visits referred directly from AI assistants in one quarter
Legal accuracy as a feature
Content that keeps up with the law
Most agencies publish generic content. We treat legal accuracy as an SEO and trust signal, and every template and guide is signed off by the firm's solicitor.
- Caught and corrected an outdated pre April 2018 PILON tax position.
- Updated employment tribunal time limits, extending from three to six months from 1 October 2026.
Technical foundations
93/100
Site health score
123 → 19
Technical warnings cut
The London ranking strategy
Taking on the national firms in London
Deen & Co's Canary Wharf page reached #2 for "settlement agreement solicitors london", ahead of firms with far stronger domains.
- Authority consolidated behind one core London page instead of splitting it across similar pages.
- Internal links from the homepage, service pages, every London borough page and every Redundancy Hub page.
- High authority (DR 40+) editorial backlinks plus borough level location pages across London.
Results
Three months, in numbers
16x
Organic clicks in three months
36,135
Monthly impressions
31
Keywords on page one
33
Genuine enquiries in a month
7,017
AI search citations
100
Clicks in a single day
Data from Google Search Console and LegalBuzz reporting, July to September 2026.
"Other agencies sent us reports full of rankings and traffic graphs that never turned into clients. legalbuzz was different from the first call. Everything was measured against one question: is this bringing people through the door? Within three months we had employees finding us the same day their redundancy was announced, and 33 genuine enquiries in a single month. That is the number that matters to a law firm."
What we did
- Automated Redundancy Hub
- Real data Answers hub
- Original research
- AI search optimisation
- Legal accuracy reviews
- Technical SEO fixes
- London page consolidation
- Internal linking architecture
- DR 40+ backlinks
- Borough location pages
- Monthly reporting
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