Pod Digital Shortlisted for Best Use of AI In Search

We are delighted to share that Pod Digital has been shortlisted for the Best Use of AI in Search Award at the UK Search Awards 2025.

This recognition reflects the ambitious, forward-thinking work we’ve delivered in partnership with Didlaw, a leading firm in employment law.

To be acknowledged alongside some of the UK’s most innovative search agencies is a proud moment for our team. It represents not only the success of our AI-driven strategy, but also the measurable impact that intelligent, future-focused optimisation can deliver for clients operating in highly competitive sectors.

Why Did We Adopt An “AI Search” Approach?

In early 2024, the team at Pod Digital recognised that search was evolving, and quickly. 

This evolution was not just in algorithmic updates but in the entire way users both search and discover information via AI-assisted platforms. For our client, didlaw (a specialist employment-law firm), operating in a YMYL (Your Money or Your Life) sector meant that expertise, authority and trust weren’t just nice-to-haves, they were crucial.

We therefore set out to build a search strategy that would stand up to two simultaneous realities: human users conducting high-intent queries and AI search engines sourcing answers and insights across the web.

What Did We Aim To Achieve?

Our objectives were clear: generate consistent high-quality enquiries from LLMs, while growing overall lead volume and strengthening didlaw’s presence for their target audience. 

We shifted from standard keyword-led tactics to a more future-oriented framework: fresh and authoritative content, superb user experience and strong brand authority signals.

How Did We Deliver Our AI Search Approach?

1. Content structured for both humans and machines

We worked with the client to ensure the creation of authoritative long-and short-form articles covering employment law topics relevant to senior professionals and their employers. 

The content pieces incorporated conversational FAQs, semantic keyword clusters and real-world insights. This is a structure designed to appeal to both traditional SERPs and emerging AI-summary engines.

2. Website experience re-built for credibility

didlaw’s previous website posed technical and UX obstacles. Our team delivered a rebuild that improved site speed, navigation clarity and mobile usability. These are essential trust signals in a YMYL context where user experience directly impacts perceived authority.

3. Digital PR and high-quality brand mentions

To amplify authority, we secured brand mentions and do-follow links from high-authority publications, including major outlets. This boosted didlaw’s brand profile and reinforced the trust factor required for both human users and AI search models.

4. Agile strategy as AI-search matured

When the rollout of AI search summaries accelerated, such as AI Overviews, we adjusted our tactics. 

We balanced wider keyword visibility with more natural, problem statement search queries. By strengthening semantic relevance and structuring content clearly, we made it easier for AI systems to understand and crawl our client’s answers.

What Challenges Did We Face and How Did We Overcome Them?

One major challenge to overcome was the fact that employment law content resides in a YMYL category. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals are key. 

Another hurdle was the legacy site of the client: slow page speeds, outdated architecture and poor mobile experience. These were all addressed through the rebuild, enabling better crawlability and user engagement.

What Were the Results?

By the end of the period, we achieved:

• A marked increase in high-quality enquiries overall
• A growing share of leads coming from AI search engines (versus traditional search only)
• Improved rankings and visibility across high-intent employment-law keywords
• Enhanced brand authority and content trust-signals that align with E-E-A-T expectations

What does the team say?

“When ChatGPT first arrived in late 2023, as a copywriter by trade, I was first concerned by its effect on content. So, I began to go into depth researching both it and the other LLMs that were appearing in the market. 

My whole perspective changed when I realised the opportunities LLMs and AI as a whole could have on our business. From there, we haven’t looked back. Things are advancing quickly. I’m excited to see the future of AI and how we can use it further to help our clients.” – Jane Wardle, AI and Content Director

“Being shortlisted for this award validates the direction we’ve taken as an SEO team. AI-driven search is redefining how users find information, and our partnership with didlaw highlights the impact of combining specialist expertise with forward-thinking optimisation. We set out to future-proof their visibility in a rapidly evolving landscape, and the results show the real impact of an AI-first search strategy.”  – Maisie Bee, Head of SEO

“The future belongs to agencies that combine intelligence, experience and shared accountability for performance.” – Mike McKinlay, Founder & Company Director

Why Should This Campaign Win?

What sets this campaign apart is its measurable impact. While many agencies remained anchored in traditional SEO models, Pod Digital and didlaw embraced the AI-search evolution. We built a strategy that recognised the twin requirements of human-led high-intent search and machine-led answer discovery.

In a search environment that is changing faster than ever, this campaign isn’t just relevant, it’s future-proof.

Connect with us

• Visit us at Pod Digital
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• Follow us on Instagram: @poddigitalmarketing