Evolve, LLC — Free Visibility Audit
Farnsworth & Vance Personal Injury Lawyers — Anchorage, AK
Here’s where Farnsworth & Vance stands in the Anchorage market for personal injury law. Every number below is pulled from live data — Google Maps, geographic ranking scans, citation directories, and live AI-readiness probes.
Agency Audit Overview — Free Visibility Audit
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Core Visibility 56% Needs Attention |
AI Visibility (AISO) 50% Needs Attention |
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Strategic Readiness 62% On Track |
Technical Maturity 70% On Track |
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Gaps Found 8 |
Critical Priority 3 |
Overall · On Track 59% 0.35·56 + 0.25·50 + 0.20·62 + 0.20·70 = 59% |
🚨 ALL AI CRAWLERS BLOCKED
Your site is invisible to ChatGPT, Claude, Gemini, and Perplexity.
Blocked crawlers: GPTBot, ClaudeBot, PerplexityBot, Google-Extended. Your robots.txt file blocks every major AI search crawler. Your site has an llms.txt file ready — but none of them can read it. AISO score has been capped at the Critical Status ceiling — fix robots.txt first; everything else compounds after that.
Farnsworth & Vance has built a strong foundation — 4.9 stars and 173 Google reviews make you one of the highest-rated personal injury firms in Anchorage. But Core Visibility and AI Visibility are both flagged “Needs Attention” because one competitor dominates 79% of the map grid while your firm holds the #1 spot on just 1% of scanned pins. Your Strategic Readiness (62%) and Technical Maturity (70%) are healthier — your site has solid content architecture and clear practice area coverage. The biggest drag on the overall score: your robots.txt blocks every AI search crawler from reaching your site, making you invisible to the AI-driven search tools your future clients are already using.
Score Breakdown — Core Visibility
| Dimension | Score | Why |
|---|---|---|
| Google Maps Presence | 9/10 | 4.9 rating with 173 reviews on a claimed, active GBP — top-tier credibility for any Anchorage PI firm. |
| Website Organic Ranking | 2/10 | Only 2% of the 95-pin scan shows your firm in the top 3. You appear across 95% of the grid — but mostly at positions 7–14, outside the visible map pack. |
| Review Authority | 7/10 | 173 reviews at 4.9 nearly matches the top map competitor, Law Offices of Blake Fulton Quackenbush (183 reviews, 4.9). Crowson Law Group leads the market with 439 reviews. |
| Content & GEO Readiness | 6/10 | LegalService + Organization + AggregateRating schema present, 10+ dedicated PI sub-practice pages, blog, FAQ section, and two location pages (Anchorage + Eagle River). Missing FAQPage schema, Service schema, and per-attorney Person schema. |
| Competitive Position | 1/10 | Your firm holds #1 on 1% of pins (1 of 95). Law Offices of Blake Fulton Quackenbush holds #1 on 75 of 95 pins — 79% of the grid. The gap is severe. |
| Review Velocity | 7/10 | 173 reviews vs. BFQ Law’s 183 — within 6%. But Crowson Law Group at 439 reviews is generating reviews at 2.5× your pace; they’ll become harder to close the gap against. |
| Topical Authority Coverage | 7/10 | Dedicated pages for car accidents, motorcycle accidents, truck accidents, brain injury, dog bite, pedestrian, slip & fall, tourist accident, wrongful death, catastrophic injury, and bicycle accidents. Blog and FAQ section active. Stronger sub-practice coverage than most Anchorage PI firms. |
| TOTAL | 39/70 | Needs Attention — strong reputation signals, critical map visibility gap |
Where You Rank Across Anchorage
A live 11×11 grid scan of Google Maps ranking around your business. Green = top 3. Yellow = top 10. Red = not ranking.
Open full interactive heatmap →
Ranking Breakdown — 95 pins scanned
1% rank #2–3
39% rank #4–10
54% rank #11–20
5% not ranking
The most striking number here: your firm ranks #1 on just 1% of the 95-pin grid (1 pin). Law Offices of Blake Fulton Quackenbush holds #1 on 75 of those 95 pins — 79% of the entire scan area. That’s not a close race; it’s near-total map dominance by one competitor. Where you DO appear — and you appear on 95% of the grid — you’re typically stuck at positions 7–14, which means Google knows you exist but doesn’t consider your profile strong enough to surface you in the 3-pack that users actually see. The average position across all scanned pins is 10.2, confirming you’re consistently just outside the top 10 at most locations. Crowson Law Group (4.9 stars, 439 reviews) appears on every pin but holds #1 on zero — they compete on review volume without dominating position, which tells you review count alone isn’t what’s winning here. The firm winning the map is doing something structurally different, likely a combination of tighter GBP optimization, stronger backlink signals, and broader schema implementation (their site already has FAQPage + Service + Person schema that yours lacks).
3 Critical Gaps Holding You Back
1. One Competitor Owns 79% of Your Map — You Own 1%
Law Offices of Blake Fulton Quackenbush holds the #1 Google Maps position on 75 of 95 scanned pins across Anchorage. Your firm holds #1 on exactly 1 pin. BFQ Law is a full-service firm operating in 4 states with 9 practice areas, 6+ named attorneys with individual bio pages, and comprehensive schema (LegalService + FAQPage + Service + Person). Despite similar ratings (both 4.9) and similar review counts (183 vs. your 173), BFQ Law’s broader structural SEO — not just reviews — is what drives map dominance.
Business impact: When a potential client in Anchorage searches “personal injury lawyer near me,” BFQ Law shows up first in the map pack on 4 out of 5 searches. Your firm is buried at position 7–14 on most of those same searches — below the fold, below the 3-pack, where click-through rates drop to near zero.
2. All 4 AI Search Crawlers Blocked — Your Site Is Invisible to AI
Your robots.txt file blocks GPTBot (ChatGPT), ClaudeBot (Claude/Anthropic), PerplexityBot (Perplexity), and Google-Extended (Gemini). Your site even has an llms.txt file — a structured summary specifically designed for AI search tools — but none of them can read it because the robots.txt blocks them before they ever reach it. This is like printing a billboard and then covering it with a tarp.
Business impact: When someone in Anchorage asks ChatGPT or Perplexity “who’s the best personal injury lawyer near me?”, your firm literally cannot be recommended. AI-driven search is growing as a discovery channel for legal services — blocking all four crawlers removes you from it entirely.
3. Missing from Major Citation Directories — Only 4 of 8 Listings Correct
Of the 8 directory listings found for your firm, only 4 have fully correct business information (name, address, phone, website). You’re completely absent from Bing Places, Yellow Pages, Foursquare, and multiple secondary directories. Your Yelp listing is correct, but Hotfrog and ShowMeLocal have address mismatches. These citation inconsistencies tell Google your business information isn’t trustworthy — and Google penalizes that in local rankings.
Business impact: Citation consistency is one of the top 5 local ranking signals. Missing entirely from Bing Places means Microsoft-powered search and Cortana can’t find you. Each missing or inconsistent directory listing weakens the trust signal Google uses to rank you in the map pack.
VERIFY WITH CLIENT
Your site lists two office locations: Anchorage (2525 Gambell St #410) and Eagle River (13135 Old Glenn Hwy, Suite 101). Does each location have its own Google Business Profile, or is there a single profile with a service area? If both locations serve PI clients, each should have a dedicated GBP with location-specific categories.
Your Top 2 AI Visibility Gaps
ChatGPT, Gemini, and Perplexity are becoming discovery tools for local legal services. Here’s where Farnsworth & Vance is invisible to them right now.
Pillar 4 — llms.txt & AI Crawler Permissions
0 / 3 — Critical Status
Your site has an llms.txt file (linked in the footer as “Hey AI, learn about us”) — which puts you ahead of 95% of law firms on that front. But your robots.txt blocks all four AI crawlers: GPTBot, ClaudeBot, PerplexityBot, and Google-Extended. The llms.txt is unreachable.
Business impact: ChatGPT, Claude, Gemini, and Perplexity cannot reach your site to recommend you — even when your prospects ask them directly for a personal injury lawyer in Anchorage.
Pillar 6 — Conversational Query Optimization
2 / 4 — Needs Attention
Your site has a visible FAQ section with real client questions (“What is my case worth?”, “How soon after a car accident should I contact an attorney?”) and 2 question-format H2 headings. But there is no FAQPage schema wrapping that content, so search engines and AI tools cannot identify those Q&A pairs as structured answers.
Business impact: When someone asks an AI tool “how much is my car accident case worth in Alaska?”, the AI pulls from sites with structured FAQ content it can parse. Your answers exist — they’re just not formatted in a way AI tools can extract and cite.
Want the full 6-pillar AI Visibility breakdown? See what Medium and Full audits include →
Strategic Readiness — 62% (On Track)
Strategic Readiness measures whether your website covers the searches that matter, has real topical depth, maintains clean URL architecture, and builds local authority signals. Farnsworth & Vance scores well here: you have 10+ dedicated practice area pages with location-targeted URL slugs (/anchorage-car-accident-lawyer/, /anchorage-brain-injury-lawyer/), a blog, FAQ section, and two location pages. The weakest dimension is Local Strategy Build — only 4 of 8 found directory listings are correct, and you’re absent from major directories that feed Google’s trust graph. Performance UX is also dragged down by mobile Core Web Vitals failures (LCP 5.6 seconds, CLS 0.14).
BIGGEST STRATEGIC GAP
Local Authority Build — Citation consistency is at 50% and you’re missing from Bing Places, Yellow Pages, and Foursquare. Building a clean citation foundation across 20+ directories is the single highest-leverage local strategy move.
Medium + Full audits dig into the 5 Strategic dimensions individually.
Technical Maturity — 70% (On Track)
Technical Maturity measures the quality of your website’s stack — performance, on-page SEO health, content architecture, conversion paths, and positioning clarity. Your desktop Lighthouse score is a strong 94 and your on-page SEO score is 92 with a well-optimized title tag (“Anchorage Personal Injury Lawyer | Farnsworth & Vance”) and clean H1. Conversion paths are solid — free consultation CTAs, visible phone number, intake forms. The biggest drag: mobile performance scores 74 with LCP at 5,588ms (Google’s threshold is 2,500ms) and CLS at 0.14 (threshold is 0.1). Both Core Web Vitals are failing on mobile, which directly impacts mobile search rankings.
BIGGEST TECHNICAL GAP
Mobile Core Web Vitals Failing — LCP at 5.6 seconds and CLS at 0.14 both exceed Google’s thresholds. Optimizing largest contentful paint (likely hero image compression and lazy-loading) will directly improve mobile search rankings.
Medium + Full audits expand into Lighthouse mobile + desktop, page-level on-page audit, content architecture clustering, and brand positioning vs. competitors.
Competitive Snapshot
| Business | Rating | Reviews | #1 Wins | Grid Coverage |
|---|---|---|---|---|
| Farnsworth & Vance | 4.9 | 173 | 1 | 95/95 pins |
| Law Offices of Blake Fulton Quackenbush | 4.9 | 183 | 75 | 95/95 pins |
| Crowson Law Group | 4.9 | 439 | 0 | 95/95 pins |
| Thompson Law Group | 4.3 | 50 | 1 | 95/95 pins |
One number tells the whole story: BFQ Law wins 75 of 95 #1 positions despite having only 10 more reviews than you at the same rating. Crowson Law Group has 2.5× your review count (439 vs. 173) and still holds #1 on zero pins. Review volume alone isn’t what wins map dominance — structural SEO signals (schema depth, content architecture, backlink profile) are what separate BFQ Law from the rest of this field.
Citation Breakdown
| Total directories checked: | 20 |
| Listings found: | 8 of 20 |
| NAP fully correct: | 4 of 8 (50%) |
Your Yelp, Tupalo, Find-Open, and Whereto listings match your GBP. Hotfrog and ShowMeLocal have address mismatches. N49 has an incorrect website URL. You’re entirely missing from Bing Places, Yellow Pages, Foursquare, Apple Maps (not scanned but should be claimed), and 8 other directories. Facebook shows a name mismatch — but Facebook’s anti-scraping protections make automated checks unreliable. Log into your Facebook business page and confirm your name, phone, and website match your GBP before making changes there.
Legal Authority Directory Presence
Generic citation directories (the ones in the section above) matter for Google Maps trust. Legal-specific authority directories matter for how Google ranks law firms in legal SERPs and how AI Overviews pick which firms to cite. We checked each of the directories that feed those rankings:
Verification Summary — 3 of 5 legal directories list your firm
| Directory | Status | Why It Matters |
|---|---|---|
| Avvo | PRESENT | First-stop directory for legal AI Overviews; ratings shown directly in Google legal SERPs |
| Justia | PRESENT | Free high-authority profile; strongly indexed by Google for attorney-name queries |
| FindLaw | PRESENT | Thomson Reuters legal network; long-standing trust signal for legal SERPs |
| Lawyers.com | NOT FOUND | Martindale-Hubbell consumer-facing portal; common comparison shopping destination |
| Martindale-Hubbell | NOT FOUND | Peer ratings; AV Preeminent badge is one of the strongest legal credibility signals |
You’re present on 3 of the 5 most important legal authority directories — Avvo, Justia, and FindLaw. That’s a real foundation. The two gaps (Lawyers.com and Martindale-Hubbell) are both free to claim and each adds a high-authority backlink that Google reads as a legal credibility signal. Martindale-Hubbell’s peer review system (AV Preeminent rating) is one of the most recognized trust badges in legal marketing — even if you don’t pursue the peer rating, having a claimed profile on the platform feeds Google’s entity graph for your firm.
Accessibility & ADA Readiness
94/100 mobile · 94/100 desktop — your site already passes most automated accessibility checks — strong foundation.
A Medium audit ($49) runs the full WCAG-aligned audit and names the top 3 specific fixes. Two issues detected: 2 iframes missing title attributes and 1 insufficient color contrast element. Both are quick fixes that bring you closer to full compliance.
3 Quick Wins — This Week
1. Unblock AI Crawlers in robots.txt
Your site already has an llms.txt file — you’ve done the hard work. The blocking is in robots.txt. Remove the Disallow lines for GPTBot, ClaudeBot, PerplexityBot, and Google-Extended. This single change opens your site to every major AI search tool and unlocks the llms.txt file you already built. It’s a 5-minute edit with the largest single-move impact on your AI visibility score.
2. Claim Free Profiles on Lawyers.com and Martindale-Hubbell
You’re on Avvo, Justia, and FindLaw — good. Lawyers.com and Martindale-Hubbell are the two missing legal authority directories that feed Google’s legal SERP rankings and AI Overviews. Both are free to claim. Creating a profile on each takes 15–20 minutes per directory and adds high-authority legal backlinks that strengthen your firm’s entity graph in Google’s eyes.
3. Add FAQPage Schema to Your Existing FAQ Content
Your site already has real FAQ content with client-relevant questions (“What is my case worth?”, “How soon after a car accident should I contact an attorney?”). Adding FAQPage structured data (JSON-LD) to that existing content makes it parseable by Google’s featured snippets, AI Overviews, and voice search results. BFQ Law and Crowson Law Group both have FAQPage schema — your FAQ is equally good, it just needs the markup wrapper. This is an 8-minute schema addition for your web developer — or Evolve can handle it.
What a Full Audit Reveals
This snapshot covers visibility fundamentals. A deeper audit goes further:
- Full 6-pillar AI Visibility (AISO) breakdown — Medium shows the complete scorecard across all 6 pillars; Full adds a 5-competitor AISO benchmark table so you see exactly where each Anchorage competitor stands on AI readiness
- Keyword gap analysis — which “personal injury lawyer Anchorage” variations you’re missing and which competitors own them
- On-page technical SEO audit — title tag rewrites, meta description optimization, content depth analysis for your 10+ practice area pages
- Schema markup audit — full LegalService + Person schema evaluation for each attorney, compared against BFQ Law’s comprehensive schema implementation
- WCAG accessibility audit — prioritized fix list for your 2 detected accessibility issues and full ADA readiness assessment
- 90-day strategic roadmap — phased action plan with priority-ranked tasks and estimated SEO lift per recommendation
- Content calendar — topic-specific blog posts and service pages mapped to search intent for PI-specific queries in Alaska
Want to Turn These Gaps Into Growth?
This snapshot only scratches the surface. Book a free strategy call with Jim at Evolve — we’ll walk through your numbers, answer your questions, and map out exactly what it takes to close the gap against BFQ Law and start winning map positions in Anchorage.
Book Your Free Strategy Call →
No pressure. No pitch deck. Just a straight conversation about where you stand and what’s possible.
Analysis prepared using live Google Maps data, geographic ranking scans, citation directory audits, legal authority directory verification, and AI-readiness probes. Generated June 2026. Audit Framework v2.0 — now includes AI Search Optimization scoring.