Full Service Business Law Firm
Snell & Wilmer (swlaw.com) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Legal brands, in the 88th percentile of 2084 Legal brands.
Snell & Wilmer is a full-service business law firm founded in 1938 and headquartered in Phoenix, Arizona. The firm has more than 500 attorneys practicing across 17 locations in the United States and Mexico. It serves publicly traded corporations, private businesses, and individuals across numerous industries, providing comprehensive legal counsel through a stated tradition of service, leadership, and a collaborative firm culture.
| Brand Name | Snell & Wilmer |
|---|---|
| Domain | swlaw.com |
| Industry | Legal |
| Founded | 1938 |
| Headquarters | Phoenix |
| Main Competitors | Greenberg Traurig (85/100), Perkins Coie (81/100), Holland & Hart, Fennemore Craig (75/100), Quarles & Brady, Ballard Spahr (79/100) |
Moz Domain Authority 50/100 vs category average 38 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #186,345 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Snell & Wilmer has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Snell & Wilmer is a full-service business law firm with more than 500 attorneys practicing in 17 locations in the U.S. and Mexico. We serve publicly traded corporations private…" (Meta description: 32 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Breadcrumb/Website schema, og:title, og:description, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Nginx, WordPress, Ghost.
Social footprint: verified profiles on LinkedIn, X (Twitter), Instagram, Facebook, GitHub; no detected presence on YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Snell & Wilmer?", Claude could identify the brand as of September 2026. Snell & Wilmer is a full-service law firm founded in 1938 and headquartered in Phoenix, Arizona, with offices throughout the western United States and in Mexico. It serves businesses and individuals across practice areas including corporate law, litigation, real estate, tax, and Best known for Being one of the largest and most established law firms in the Southwestern United States.
When asked "Best brands similar to Snell & Wilmer?", Claude would recommend Snell & Wilmer as of September 2026. It's a well-regarded, long-standing regional firm that would come up naturally when discussing major law firms serving the Southwest.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Snell & Wilmer's main competitors in Legal: Greenberg Traurig (85/100), Perkins Coie (81/100), Fennemore Craig (75/100), Ballard Spahr (79/100).
Sources: Brand Analyzer scan
Snell & Wilmer is a full-service business law firm founded in 1938, headquartered in Phoenix, Arizona, with more than 500 attorneys operating across 17 locations in the United States and Mexico.
Sources: Snell & Wilmer official site
Snell & Wilmer has moderate AI-search visibility, scoring 61/100 on Brand Analyzer's AI visibility composite (visibility 68, trust 50, recommendation 62). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Snell & Wilmer official site
Snell & Wilmer was founded in 1938. Snell & Wilmer operates in the Legal category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Snell & Wilmer is headquartered in Phoenix. Snell & Wilmer operates in the Legal category.
Sources: Wikidata
Snell & Wilmer provides comprehensive legal services to publicly traded corporations, private businesses, and individuals across numerous industries, offering full-service business law counsel through its network of 17 offices in the U.S. and Mexico.
Sources: Snell & Wilmer official site
Snell & Wilmer scores 62/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Legal options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Snell & Wilmer official site
Snell & Wilmer can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Snell & Wilmer official site
Snell & Wilmer serves publicly traded corporations, private businesses, and individuals across numerous industries who require comprehensive business legal counsel.
Sources: Snell & Wilmer official site
Snell & Wilmer is known for being a large, full-service business law firm with a broad geographic footprint spanning 17 locations in the U.S. and Mexico, and for serving a diverse client base that includes publicly traded corporations, private businesses, and individuals.
Sources: Snell & Wilmer official site
Snell & Wilmer scores 61/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Snell & Wilmer has a moderate AI-visibility profile at 61/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (68/100) and its weakest is trust (50/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #186,345 (Tranco). The main gaps holding it back: thin schema.org structured data. In a live check, Claude could already identify Snell & Wilmer from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Snell & Wilmer: SuiteFiles (84/100), Stikeman Elliott (84/100), UpCounsel (84/100), Verbit (84/100).
A step up - brands to learn from: Usercentrics (91/100), Robert Half (91/100).
Category leader: Law.com (96/100).
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