Objective

Increase GW Law MSL’s presence in AI search answers by improving the program’s authority, concentrations, audience fit and differentiators across AI Search environments.

The goal was not to chase rankings – it was to improve inclusion, citations, and visibility in high-intent AI-generated answers.

Approach

MF Digital implemented a Generative Engine Optimization strategy combining content, technical optimization and recurring visibility measurement.

1. AI Search audit. We established a visibility baseline and identified where GW Law appeared, where it was absent and where competing programs were being cited instead.
2. Program authority and content strategy. We developed AI-search-oriented content recommendations designed to answer the questions prospective students ask, including online legal master’s program selection, MSL versus JD decision-making, professional outcomes and program fit.
3. Priority-page and markup recommendations. MF Digital worked with the GW Law team to strengthen core MSL and admissions pages, including internal markup links and machine-readable signals.
4. Technical remediation. AI Search traffic was appearing on obsolete MSL URLs. We identified those paths and worked to ensure visitors were redirected to relevant program destinations.
5. Ongoing reporting and iteration. We tracked changes in AI visibility, Google AI Overview presence, citations and top-ranked source mentions.

Results

GW Law’s visibility across measured AI platforms increased from 19.7% in February 2026 to 58.6% in June 2026, including a 571% increase in Google AI Overview visibility

GW Law’s top-ranked source mentions increased from 19 to 210.

GW Law did not need to manufacture authority. It already had meaningful program strengths, subject-matter relevance and a recognized institutional brand.

The GEO work helped translate that existing authority into content, structure and signals that AI systems could more readily retrieve and cite.

Going forward

MF Digital offers AI Visibility Snapshots for law schools and graduate programs that want to understand how their programs are appearing across AI-generated discovery.