// case study 03 · Legal-tech (D2C) · CEE / Poland · part 2 of 2: the rebuild
Rebuilt in nine weeks. Then 2.9x the Google clicks and 6.4x the AI answer appearances in 19 days.
By summer 2026 Prawomat's first site had done its job, holding about 3,000 to 4,500 search clicks a month. To grow it again we shipped three moves in one release: pages rewritten so an AI answer can quote them, a move off WordPress to static pages at the edge, and half the URLs cut on per-page click data. Nine weeks from first commit to live. In the 19 days after the switch, Google clicks rose 2.9x, Bing clicks 2.0x and appearances in Google's AI answers 6.4x. On the same dates in 2025, with nothing changed, Google rose 1.3x and Bing stayed flat.
2.9x
Daily Google clicks; 1.3x on the same dates in 2025
6.4x
Daily appearances in Google's AI answers (GSC)
2.0x
Daily Bing clicks; 1.0x on the same dates in 2025
9 weeks
From first commit to the new site live
// the jump: daily google clicks, against the same days in 2025
2026 Same days in 2025
- new site live 27 Aug
- 14 Sep: 422, record
// the brief
By summer 2026 the first site had reached its ceiling at its size: 1,125 letter pages on WordPress, holding about 3,000 to 4,500 search clicks a month. The job: make every letter page the source that Google and Bing quote in their AI answers, and turn the visit into a written letter on the same URL.
// the play
Three moves, shipped in one release on 27 August. The jump is their joint effect, so each card shows the number its own move drives most directly.
-
Content an AI answer can quote
- Rewrote the 244 pages that earn traffic around one task each: the procedure step by step, the legal basis with statute citations checked against Poland's official legal database, the common mistakes, and an FAQ in FAQPage schema.
- 900 letter templates as PDF and Word downloads, on the page the search lands on.
measured
6.4x
appearances in Google's AI answers, 93% of them on letter pages. Citations in Bing's AI answers: 2.3x.
Search Console Generative AI report · Bing Webmaster Tools AI performance
-
Off WordPress, onto the edge
- WordPress and a page builder on a single server became ~1,370 static Astro pages served from Cloudflare's edge.
- The generator rebuilt as its own app, embedded on every letter page and served from the same domain.
- Nine weeks from first commit to live, behind a build that fails if any of the 1,125 migrated URLs goes missing.
measured
17 → 0
scripts we load on a letter page. WordPress also loaded 6 stylesheets and 10 images; the new page loads one stylesheet.
Page HTML before (migration capture) and after (live)
-
Pruned on the click data
- 2,646 WordPress URLs became ~1,370, each judged on its own clicks and backlinks.
- Cut: 418 news posts, and 252 court pages with no clicks and no backlinks. Kept and rebuilt: the 127 court pages that earned clicks or impressions, redesigned around the letters people file at that court.
- Redirects, canonical host, sitemap and structured data checked on launch day, and the 404 log read in the weeks after.
measured
13.7 → 11.1
average Google position, 9.9 in the last week
Search Console, daily
// the payoff: the letter, on the same page
The generator sits on every letter page, so a visit from search can end in a written letter without leaving the URL. It launched with the new site, so its first full week is the baseline.
- letters written (14-16 Sep), up from 9.4 a day in its first full week
- 23.7/day
- letters written (14-16 Sep), up from 9.4 a day in its first full week
- of generator sessions that start from Google end in a letter
- 36%
- of generator sessions that start from Google end in a letter
- of visitors from Google download a template
- 18.2%
- of visitors from Google download a template
This play is what our AI SEO services, programmatic SEO services and product-led SEO services deliver.
// both engines moved: after the switch on 27 Aug 2026
The 21 days before the new site (6-26 Aug) against the 19 days after (27 Aug-14 Sep), from Search Console, Bing Webmaster Tools and Prawomat's own database. The same dates in 2025, when nothing changed on the site, are the control.
daily appearances in google's AI answers
- rebuild live 27 Aug
daily citations in bing's AI answers (copilot)
- rebuild live 27 Aug
daily bing clicks
- rebuild live 27 Aug
daily google impressions
2026 Same days in 2025
- rebuild live 27 Aug
15.6K clicks · 721K impressions · 2.2% CTR · avg. pos. 12
Six steady months, then the last fortnight. The step at the right edge is the new site going live on 27 August. Same property, same report, nothing cropped out of it.
Google Search Console, prawomat.com property · Open full size ↗
| Signal | Before | After | Source |
|---|---|---|---|
| Google clicks a day | 71 | 205 (263 in the last week) | Search Console |
| Same dates in 2025, Google clicks a day | 52 | 69 (1.3x, nothing changed) | Search Console |
| Bing clicks a day | 41 | 80 (98 in the last week) | Bing Webmaster Tools |
| Same dates in 2025, Bing clicks a day | 54 | 53 (1.0x, nothing changed) | Bing Webmaster Tools |
| Google impressions a day | 3,867 | 9,666 (12,145 in the last week) | Search Console |
| Average Google position | 13.7 | 11.1 (9.9 in the last week) | Search Console, daily |
| Appearances in Google's AI answers a day | 222 | 1,430 (2,124 in the last week) | Search Console, Generative AI report |
| Citations in Bing's AI answers a day | 372 | 872 (1,183 in the last week) | Bing Webmaster Tools, AI performance |
| Pages cited in Bing's AI answers a day | 74 | 135 (234 on 14 Sep) | Bing Webmaster Tools, AI performance |
| Pages cited in Google AI Overviews | 40 (15 Jun) | 63 (Sep) | Ahrefs |
| Letters written by the generator | 9.4 a day (31 Aug-6 Sep) | 23.7 a day (14-16 Sep) | Prawomat database |
| Template downloads, PDF and Word | 71 a day (31 Aug-6 Sep) | 138 a day (14-16 Sep) | Prawomat analytics |
- 14 September set the site's records: 422 Google clicks (previous best 292) and 16,861 impressions (previous best 6,439). The four best Google days and Bing's five best days on record all came after the switch.
- An AI answer appearance is one showing of a link to prawomat.com inside a Google AI Overview or AI Mode answer. Since 18 May at least 1,000 Prawomat pages have appeared, and 93% of the appearances went to letter pages; the blog got 1.2%. Every day since 30 August beat the best day before the rebuild.
- A citation in Bing's AI answers is Bing's count of Copilot and Bing answers linking to the site. Twelve of the 21 days after the switch beat the best day before it (891).
// cited in google's AI overviews
Queries where a Prawomat page is one of the sources linked inside the AI Overview, checked after the switch. Every cited page is a task page: one company, one letter, the procedure and the template.
| Query | Searches/mo | Cited page | Checked |
|---|---|---|---|
| lidl reklamacja | 700 | /reklamacja/lidl/ | 7 Sep 2026 |
| reklamacje zalando lounge | 500 | /reklamacja/zalando-lounge/ | 15 Sep 2026 |
| poczta polska skargi | 450 | /skarga/skarga-na-listonosza/ | 12 Sep 2026 |
| reserved reklamacja | 450 | /reklamacja/reserved/ | 2 Sep 2026 |
| jysk reklamacje | 400 | /reklamacja/jysk/ | 15 Sep 2026 |
| wypowiedzenie umowy nc+ wzór | 350 | /wypowiedzenie/nc-wypowiedzenie-umowy/ | 15 Sep 2026 |
| upc rozwiązanie umowy | 300 | /wypowiedzenie/upc-wypowiedzenie-umowy/ | 3 Sep 2026 |
Ahrefs Site Explorer, Poland: AI Overview positions and monthly search volume
// proof: ranking wins (google search console, 27 Aug to 14 Sep 2026, via Ahrefs)
| Query | Position | CTR | Clicks |
|---|---|---|---|
| wypowiedzenie umowy żłobek wzór pdf | 1.4 | 15.9% | 7 |
| wniosek o złożenie do depozytu sądowego wzór pdf | 1.6 | 27.5% | 14 |
| polskie epłatności wypowiedzenie umowy wzór | 3.0 | 38.1% | 8 |
| just gym wypowiedzenie umowy | 5.1 | 14.3% | 9 |
| wypowiedzenie umowy cyfra plus wzór pdf | 9.1 | 7.8% | 21 |
// How we know it was the rebuild
Same property, same report, and last year's dates as the control. Across those dates in 2025, when nothing changed, Google clicks rose 1.3x and Bing's stayed flat; this year they rose 2.9x and 2.0x. No Google core update ran in August or September, backlinks did not grow across the switch, and the jump began on 30-31 August, three to four days after launch, as Google recrawled the new pages.
Next reading: We re-measure from fresh exports at six weeks (8 October) and at the quarter (27 November), and this page shows whatever comes back.
// what the data actually says
93%
of the appearances in Google's AI answers go to letter pages, and 1.2% to the blog. Every day since 30 August beat the best day before the rebuild. The pages AI quotes are the ones built around one task: a payment-terminal contract, a Canal+ cancellation, Decathlon and Lidl complaints, a complaint about a postman.
2 engines
moved at once. Bing clicks doubled while the same dates in 2025 stayed flat (1.0x), and Bing's five best days on record all came after the switch. A Google update moves Google. When both engines lift in the same week against a flat year-earlier control, the change is on the site.
25
visits from ChatGPT, Perplexity, Gemini and Copilot combined in three weeks, out of 9,356 pageviews, while Bing's AI answers cited the site 872 times a day. Apps strip referrers, so treat it as a floor. In Poland the AI search that sends people today is Google's own, and its clicks arrive as google.com. Optimize for AI Overviews first.
// takeaways you can steal
- 01 Build pages an AI answer can quote: one task, the steps, the legal basis and the template on one URL. 93% of this site's appearances in Google's AI answers go to exactly those pages.
- 02 Prune before you migrate, from click data per URL. Keep and rebuild the pages that earned clicks, because a redirect to a hub reads as a soft 404.
- 03 Measure both engines and both AI surfaces. Bing's flat 2025 control and its AI citations are what separate a site change from a Google update.
// is this play right for you?
works if
- Your demand is a long tail of specific tasks people search for by name.
- The answer can cite a primary source: law, a standard, official data.
- The visit can end in a product action on the same page.
skip it if
- You have no per-URL click data to prune from.
- Your pages have nothing an answer engine would quote.
- You need proof inside a month: three weeks shows direction, a quarter shows a trend.