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Case Study

Personal Injury Law Firm Client

Results

$250,000 in Additional Revenue in First Year

In 2021, a personal injury law firm looked to begin bringing in new clients in a more cost-effective way. The personal injury sector has the highest cost per acquisition of any local business type. SEO is one of the few options to bring the cost down to make it feasible to start a personal injury law firm. They were also our first client, so we knew the stakes were high, but this is why we exist. We take on large scale projects, work within budgets, and help grow businesses.

Our SEO has added an additional $250,000 in revenue in their first year of working with us. 

Our Process

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Keywords

We begin every project with the end goal in mind, the ideal client. We then research what keywords they are using to search for your business.

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Competitors

We want to understand the strengths and weaknesses of your competitors so we can put together a strategic plan to outrank them.

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Content

Your potential clients want to know you are an expert in your field, as does Google. That is why we create A.I. guided content that ranks!

SEO Agency

Backlinks

A website is nothing without backlinks. We spend a great deal of time creating high-quality and relevant backlinks to your website.

SEO

Making your vision come true

To increase your revenue with SEO, we focus on driving the right kind of traffic to your website. Ranking for keywords that do not convert into paying clients is a waste of time and money. We research keywords, analyze your competitors, and develop a strategic plan to make your marketing budget get the largest reach.

200%

Conversion

9

New Clients

in 3 Mos.

300%

Traffic

SEO Agency

The Law Firm Client

You probably know that almost 90% of people click on a link on the first-page of Google’s search results. Google is pretty good at giving searchers what they ask for so they don’t need to continue searching on subsequent pages. If you’re looking to get on the first page of Google, you’ve come to the right place. 

Welcome to our case study! Want to hear how we accomplished this within the first three months? We strongly encourage you to keep on reading!

 Phase 1: Analysis of the Current Website

SEO Analysis

The first thing we do is conduct an in-website audit that included multiple factors, both onsite and offsite for our client’s website. To accomplish this, we went to the essential tools: Screaming Frog, Ahrefs, and Google Search Console. While there are several options out there to choose from, we have found these to be the most reliable and thorough.

To break it down, these were our main findings:

  1. Multiple 404 errors
  2. Slow Page Speed
  3. Lots of Backlinks but they were low quality.
  4. Lack of Local Citations
  5. Short Articles
  6. Lack of On-Site Optimization
  7. Low Competitiveness

After we understood what we were dealing with, we began our keyword research to determine the best SEO approach for this sector. We decided to tackle two niche local key phrases for this law firm. Our goal? Rank them on page 1. 

Phase 2 : Developing the SEO Strategy

We broke down our strategy into three primary action items, which we will discuss in detail:

  1. Technical SEO: onsite Optimizations and technical fixes 
  2. Backlink Profile Improvements and Local Citations
  3. Content Improvements and Restructuring 

Onsite Optimization and Technical Fixes

On-site optimization of their existing content is critical. It is the cornerstone of any good SEO process. The title tags and headings are the first things the Google bots will evaluate when they crawl your website. Our client had multiple identical H1 headings across multiple pages and their title tag across the whole site was simply, uniquely, and.

See Examples below:

Bad Title Tag: Law Firm’s Name

Bad H1: Injury

Good Title Tag: “:Location” Personal Injury Lawyer | “Law Firm’s Name”

Good H1: “Locations” Personal Injury Lawyer

From there, we optimized their basic headings (H2 and H3 as well) and title tags and meta descriptions. We also worked on their site structure so Google could more easily crawl their site. We restructured the website in a way the Google bots would understand it better from a computer’s viewpoint. This was primarily accomplished by adding internal links.

After that, we focused on the technical improvements. We started with a huge ranking issue: the page speed. We removed unnecessary plugins, reduced image sizes and converted them to a small file type, and increased their server speed at a small cost.

Before Page Speed Optimization: 

After Page Speed Optimization: We were able to increase their website speed by over 200% compared to where they were before. Page speed is very important to Google and users. If a website loads too slow, the user is very likely to move on to another website. Google has openly indicated that it is part of the algorithm. 

We then took care of their 404 errors. These occur when an internal link is mistyped, or a page was deleted. This type of error can have a noticeable impact on your website ranking. It is also very bad for your users. If they click on an internal link, it means they want to consume the content they are expecting. For this reason, Google will penalize your site if you have too many.

Proper image size is also very important and often overlooked. We convert all images to the WebP format because it is a much smaller file size without the loss of quality and resolution. It is also important to add proper alt image tags so search engines can understand the intent of the photo. 

Backlink Profile and Local Directories 

The next phase of the strategy is probably the most talked about in the SEO world and its backlinks. We have found that backlinks are more important than anything else, but they are often the most difficult for most people to get right.

We started out by looking at their existing backlink profile. The purpose of this inspection was to determine whether the backlinks were valid or whether they were harming our client’s website authority. Some things inspect are:

  • The Social Metric Distributions
  • The Page Rank Distribution
  • Whether the backlinks domains have actual traffic

For this client, it was necessary to remove/disavow some links that were harming the website. These are links that are coming from poor quality and spammy websites. After cleaning performing this, we drafted guest posts. This is a classic approach to link-building. Since our attorney-client is an industry expert, his experience and opinions hold true value, and therefore, can be shared. Below is the overall increase we received by our outreach:

Aside from link-building, we also worked on local citation improvement. This is also a crucial point as we were aiming for LOCAL ranking results. Consequently, it is important to have consistent NAP+W throughout all local citations. By presenting a consistent NAP across several local citations, the webpage sends signals to the search engine of a trustworthy reputation, improving the chance of better rankings. 

Content

Apart from the authority page and supporting pages, we allocated 900 words of content towards a FAQ section about personal injury lawyer. 

Creating a topic cluster that makes logical sense is essential. Tip number one would be to see what your competitor is doing, meaning how they structure content. Secondly, plan a topic or topics. You can always use mind-mapping tools that can come in handy when you need to combine creativity and planning.

PHASE 3: Campaign Outcomes

We achieved page ranking for various short and long-tail keywords. The entire process took less than six months to achieve, which exceeded our own expectations! We worked hard moving these phases from page three and four to page one and our and were elated to see that our efforts paid off. Most importantly, the law firm has generated over $250,000 in revenue directly from our SEO efforts and it’s only October!

Ranking on page one of Google does not mean you will stay there forever. We must continually analyze and optimize as time goes one to stay on top. Outside elements, such as what your competition is doing and Google’s continuous updates to their algorithm, are also a factor to consider when seeing fluctuations in the rankings. Our main takeaways from this case study are the following: 

  • Perform thorough Keyword Research and Competitive Analysis
  • Create Hub and Spoke Content
  • On-Page SEO
  • Build High Quality Links

Let's get started

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During your free call, we spend time to understand your business goals, whether SEO is a good fit for your business, and how we can help you achieve your dreams with your business.

Website Audit

Strategy Planning

Competitor Research

Lead Optimization