CASE STUDY
Law Firm SEO
Search Engine Optimization Case Study
CHALLENGE: INCREASE ORGANIC REACH & TRAFFIC
An Overview:
Web traffic through search results is one of the major source of business leads for any law firm today. But the increase of 15% active lawyers in the last decade has made it difficult for everyone to rank on search results. These days, to rank on Google and have a law firm’s website stand out from the crowd, the SEO needs to be on point.
Our client, a New York law firm reached out to us at the end of 2019 to help optimize its website. Their website was first launched in 2014 and hadn’t seen much traffic growth in five years. When they officially started using our managed SEO service, in the last quarter of 2019, the firm’s organic traffic was just over 490 visitors a month.
The law firm wanted to increase their online rankings to drive more qualified organic traffic to their website, ultimately get more leads and clients. In only six months, our SEO efforts helped them increase organic traffic by 800% and now their present site traffic is valued at $11,714 per month.
WHAT WE DID
LAW FIRM SEO : FULLY MANAGED
STEP 1
The SEO Audit
Our first step with any SEO client is to complete a comprehensive website audit. We need to know what we’re working with before strategizing and planning any campaigns.
We already knew that the legal industry was a very competitive space. Our audit report showed that to rank locally in their city for the phrase “law firm,” it was going to take an estimated 310 backlinks to get inside the top 10 spots.
The law firm had some backlinks on their own but it was clear there was a lot more work to be done. Fortunately link building is our specialty.
STEP 2
Keyword Research
Our team work smarter for clients by identifying “easy wins” keywords. These are keywords that are already ranking website in search results on positions 4-30. Since these keywords are already ranking near the top, we use them strategically to improve a client’s overall ranking and quick jump in organic traffic. In total we found 667 “easy win” keywords. Some of them had high search volume and it wouldn’t take much to rank in the Top 10.
Although, the client wasn’t buying any ads for this campaign but we were able to identified some valuable keywords during our research. The keyword “domestic violence charge in New York” had a cost-per-click or CPC of $90, got us thinking that if we could rank for the term, it would be very valuable for the client.
While this CPC dollar amount is on a higher side, you have to remember that the legal industry is a highly competitive space. Law firms are making thousands of dollars from clients, so $90 (and sometimes even more) should be seen as an investment they can easily make a return on.
STEP 3
Competitive Gap Analysis
A competitive gap analysis is an expert SEO strategy that identifies the keywords that your competitors are ranking for – and which you are not. This helps to create content strategy for improving reach, steal competitors organic traffic and better search engine rankings.
We found 2,852 unique related keywords which were not used by our client. Most of these were keywords having to do with CBD & marijuana laws, which was one of their legal specialties. Based on these new keywords, we help built content on their website to start driving more targeted traffic.
What excited us even more is that these keywords also helped us generate ideas for blog posts for the client’s website.
STEP 4
The SEO Strategy
The reason our client loved us is that we offer an advance Law Firm SEO strategy, a dedicated campaign manager, and full access to campaign reports.
With the guidance of dedicated campaign manager, the law firm took advantage of our link-building services, which helped them receive contextual links from authority sites. We paired that with our high-level links from our Guest post service. High-quality guest posts are one of the most effective ways to boost your site up the SERPs.
Our specialized guest posting service fit their campaign so well because it’s fully customizable. Our clients can choose the article length (500-2,000 words) and whether they want to focus on getting published based on publisher’s domain authority or organic website traffic.
We confidently told our client that results won’t happen overnight, explaining that SEO results often take weeks or even months to take effect. But once they did, they were blown away.
RESULTS
Law Firm SEO Case Study
The client’s organic traffic was little less than 500 when we kicked off their campaign in last quarter of 2019. In May 2020 it’s over 7,700 visitors per month and continues trending upwards.
800% Increase in Organic Traffic
By using a combination of our link building and guest posts services, we were able to push extremely valuable keywords into the top 10 search results. We got some of client’s marijuana and domestic abuse keywords onto page 1 of Google, contributing to the massive traffic spike.
More Than 1000% Increase in Referring Domains
24x Jump in Traffic Value
Being part of our Managed SEO service, this campaign was solely for organic traffic (no paid advertising). Our backlink building exercise have helped client saw a massive jump in do follow links. Also it’s worth noting that the client’s traffic value jumped from approximately $550 to $11,714 per month after we started working on their website SEO. This means it would cost our client almost $12K in paid advertising a month to get the same amount of traffic they are getting now with organic search!
Need such results for your business? Contact us on [email protected] or learn more about our search engine optimization services.
We have been very pleased with WeCT’s work and highly recommend them to anyone looking for a company to coordinate with, or fully manage their SEO campaigns.
Scott – WeCT SEO Client
