The brief
Construction injury cases live at the intersection of high stakes and competitive search. Injured workers and their families tend to make a fast decision under stress, and the firms they choose are usually the ones who earned trust before the search ever happened. The brief: land a USA Today feature framed around that brand of advocacy.
What we ran
A USA Today contributor placement: “Don’t Go It Alone — Why GGL Stands By Your Side After a Construction Injury.” The story was structured to read as advocacy for the worker, with the firm’s perspective as the editorial lens. Apple News distribution confirmed for additional reach into the iOS news audience.
The angle was sharper than a generic “PI firm” feature. Construction injury is its own subcategory — different statutes, different defendants, different evidence work. Leading with the specialty earned more attention from the desk and produces a sharper SEO signal for the niche queries that high-intent prospects actually search.
The result
A USA Today feature anchored to GGL’s name and to the construction-injury practice area. The article shows up first in search results for the firm name and gets pulled into AI engine retrieval on construction-accident queries.
The firm now uses the placement on its homepage trust strip and as a credential in its intake materials. Every prospect who lands on a USA Today story about GGL before contacting the firm shows up to the consultation pre-trusted — which materially shifts close rates in a category where trust is the actual product.