How We Boosted BARBRI’s AI Referral Traffic by Nearly 625%
BARBRI
Industry
Education, Legal
Goals
- Future-proof organic search strategy
- Identify and track AI search performance KPIs
- Build a generative search-ready content roadmap
Challenge
We were already a longtime agency vendor for BARBRI — the largest provider of legal learning solutions for law students, professionals, law schools, universities, law firms, and organizations — when the signs of AI search disruption began emerging in 2025. Together, we recognized the full scope of the changes ahead in search and platform behavior by Gen Z pre-law and law students, as well as bar exam takers and legal professionals at all stages of their careers. So, we collaborated to build a new SEO strategy designed for this rapidly changing search environment.
- New CMS migration created opportunities to unify brand presence
- New product lines introduced new competitors and organic positioning opportunities
- Existing KPIs weren’t built to measure performance in an AI search world, such as citation traffic and conversion
Solution
Infinity’s SEO team is known for proactive thinking. Together with BARBRI’s brand strategy, marketing, copy, social, and PR teams, our collaborative AI taskforce planned content, built roadmaps, conducted technical and social listening audits, and developed a new KPI framework that measures the metrics that matter for modern generative search. Additional CMO-level strategy and reporting work strengthened BARBRI’s position and set them up for stellar performance.
- Conducted in-person meetings with BARBRI’s internal team members
- Performed topic research to identify content gaps and opportunities
- Defined a KPI framework tracking AI referral traffic, branded search volume, conversion rate, and global keyword presence
Results
The strategy took shape in Q2 2025, gained traction through Q3, and hit its stride in Q4. Organic growth climbed all year — and when the inevitable AI search disruption came, BARBRI was ready for it.
+1,005%
AI Overviews YoY
+747%
active users YoY
+624%
sessions YoY
“Search is being rewritten in real time. AI is fundamentally changing how learners, law firms and law schools discover and decide. At BARBRI, our mission is to empower every step of the legal learning journey, and that means meeting people where they are looking for answers — whether that is a traditional search, an AI assistant, or a conversation that has not happened yet. We are no longer optimizing only for humans. We are optimizing for both humans and AI. Our partnership with Infinity is helping us build the authority and presence to do exactly that, so when someone is making one of the most important decisions of their career, BARBRI is there to support them.”
–Asmita Singh, CMO, BARBRI
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