Case study

SEO Case Study for Law Firms

Abstract

In this case study, we’ll share how we helped our law firm client to generate million dollar worth of leads. We’ll discuss the challenges we faced, the SEO strategies we implemented, and the results we achieved.

Introduction

Our client resided in Irvine, California, specializing in car accident and various other personal injury claims. Although there were specialized in other practice areas such as truck accident, bus accident, bicycle accident, brain injury, elder abuse and more, their topmost prioritized practice areas were car accident. As a result, we were more concerned on car accident practice areas rather than other.

Likewise, their firm offers a risk-free guarantee, providing free consultations and based on “When We Win, We Pay You” model.

Challenges Faced

Technical Issues

Our biggest challenge was with the competitive landscape. The legal industry is highly competitive, and established law firms have already dominated the search results. To sum up, our clients were far behind in terms of SEO visibility. Upon assessing the content gap, we were miles behind in terms of keywords and ranking. Content strategy and planning were the key challenges as well for us.

On the other hand, when assessing overall site authority, our clients have a low domain authority compared to established firms, which made it difficult for them to rank high in search engine results pages (SERPs). Site authority indicates the number of quality links the site has acquired over time.

To address this issue, they partnered with our SEO agency to develop and implement an effective SEO strategy that would increase their online visibility, attract more qualified leads, and ultimately grow their business.

 
Our approach

Audit. Plan. Rank.

Transform Dreams into Clicks: Your Gateway to Digital Triumph!

Concept

Begin by defining clear goals and KPIs for your digital marketing campaign, outlining the desired outcomes.

Build

Develop and implement the campaign based on the concept, incorporating various channels and strategies to reach your target audience.

Test

Continuously assess the campaign's effectiveness through A/B testing, analyzing data, and refining strategies for optimal performance.

Our Winning SEO Strategy

Technical SEO Audit and Fix

We conducted a thorough site audit to identify any technical issues that may affect crawling and indexing. We fixed critical issues to ensure the site is technically sound.

Keyword Development / Intent Research

Upon assessing the on-page, the majority of pages could have been better optimized. That’s why we were into developing keywords and performing intent research. Here were the crucial steps we followed:

Keyword development

Intent Research

Overall our keyword development / intent research involved the process of identifying the most relevant and valuable keywords and understanding the intent behind user search queries to optimize a website’s page content.

Content Marketing Strategy

A multi-faceted approach addressed non-indexed pages, optimized site speed and Core Web Vitals, and improved overall website structure.

From our thorough competitive content assessment, we concluded the most effective content strategy for a personal injury law firm is to create a top-level personal injury page for the client’s main geographic location. Then build each practice area page for the locations our client serves.

For instance, our client resided in Irvine, California, so we created a webpage optimized for that geographic location.

Overall page and URL structure will be something like this:

example.com/irvine-personal-injury-lawyer/
example.com/areas-we-serve/irvine/car-accident- lawyer/
http://example.com/irvine/motorcycle-accident-lawyer/

And the list goes on……

Furthermore, we expanded our content silos even further by going deeper with a rock-solid content strategy & strict interlinking structure.

For instance, we expanded our Irvine Car Accident silo further by creating supporting clustered pages such as:
/drunk-driving/
/aggressive-driving/
/hit-and-run/
& more

Note: This strategy worked exceptionally well for our client and we could rank for their high-value keywords i.e. [location] + car accident lawyer. The number of calls and leads is getting overwhelmed over time. An interesting and funny thing the client told us will blow your head. He told me something like “Is there any way to stop getting calls and leads? We weren’t able to handle tons of cases at once which were getting overwhelmed. That reminds me of the line “Suffering from the success”. 

Supporting Blog Posts

Likewise, we prioritized supporting blog posts based on funnel and practice areas. Supporting blogs provide additional information, insights, or examples that supplement the original content and can help to further explain or clarify certain points.

Additionally, supporting blog posts helps to acquire natural links and drive traffic to a website by providing additional opportunities to rank for related keywords in search engine results pages (SERPs).

 

Schema Markup Implementation

We implemented schema markup for different types of pages to help search engines understand the content better. Since it’s a local business, our implementation were solely local business schema markup.

Off-Page Optimization

We used both free and paid links for our link-building plan. We researched our competitors’ backlink profiles and built citations on high-authority business sites. We also built contextual links pointing to the money pages and ran a digital PR campaign to improve overall site authority.

Local SEO

Local SEO is crucial for law firms for several reasons. By optimizing for location-specific search queries, we were able to rank for the local intent keywords which drastically improved the leads and the call.

Overall local SEO visibility was poor and we optimized the following:

A multi-faceted approach addressed non-indexed pages, optimized site speed and Core Web Vitals, and improved overall website structure.

GBP Optimization

Result

Within 9-10 months, our strategies resulted in a 300% increase in leads and calls. The client recorded a drastic surge in traffic, and lucrative keywords and traffic keep surging over time.