The problem

A public adjusting firm's website had not been touched in years. Of its 94 pages, 77 were last updated between 2018 and 2021. It was licensed in 17 states and had almost nothing that spoke to any of them by name.

The easy answer is an AI that writes two blog posts a week. We did not build that. Content on a schedule with no feedback is noise.

What we built

A weekly loop where an LLM looks at what is happening in the world, what the search data says and how its own past work is performing, then decides what to do next.

The writing is the smallest part of it.

How the loop works

  1. Read the history first. Every run starts with the program log, the style guide and the compliance rules, so it knows what was published, what changed and why. Nothing gets undone by accident.
  2. Watch for events. It reads recent disaster news and federal and state emergency declarations across all 17 states. A hurricane, wildfire or major hail event in a licensed state is a reason to publish now, while people are searching. Anything outside a licensed state is flagged, not published.
  3. Find the openings. It pulls third-party SEO data (keyword volume, rankings, competitor pages, backlinks) and the firm's own Search Console and analytics, then looks for gaps: questions people ask that nobody local answers well.
  4. Measure what it already did. Each page it published is tracked by impressions, clicks, position and the leads it drove (form fills, callback requests, calls).
  5. Bolster what is close. Pages sitting just off page one get the attention first: tighter answers, better internal links, fresher facts. Moving a page from position 12 to 8 is worth more than a brand new page at position 60.
  6. Act, then log. New pages and fixes go out through staging and a live check. Every decision and its reason goes in the log, and next week's run starts by reading it.
  7. Report in a few lines. What moved, what shipped, what needs a person. Anything that needs a licensed professional's judgment goes to the owner.

What changed

The first batch went live on October 20 and 21: 17 new or rewritten pages, including eight state pages, six carrier claim guides and new hub pages. Carrier guides run about 1,500 words and cover how to report a claim, what the insurer owes and by when, and what to do after a denial. Every page carries the license and solicitation language the rules require.

It is too early to call results. The weekly loop starts October 26, and we will judge it on a 3 to 6 month horizon, not a few days.

What we would do again

Our take: the value is in the loop, not the writing. An engine that reads the news, reads the search data and reads its own scorecard every week gets smarter. One that just posts on a schedule gets ignored.

Spend effort where you are close. The pages at positions 8 to 15 are the cheapest wins on the site, and only a system that measures its own work will find them.

Put the guardrails in writing. A style guide from the owner's own posts, a log the engine must read first, and hard compliance rules let it act weekly without a person approving every page.