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
- Refined keyword Based On:
- Keyword Difficulty
- Business Relevance
- Traffic Potential
Intent Research
- Shortlisted Keyword Based On:
- Top Of The Funnel
- Middle Of The Funnel
- Bottom Of The Funnel
- Mapped Keyword To Page Based On Funnel & Content Type
- Location-Based Personal Injury Page
- Supporting Blog Post
- FAQs & More
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.
- Location Based Page
- Location-Based Practice Area
- Clustered Practice Area Pages
- Supporting FAQs
- Supporting Blog Posts
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
- Reviews
- We acquired high-quality reviews by collaborating with the client
- Citation
- Citation gaps were present upon comparing with our most realistic competitors. We aside a budget to close the citation gap.
- Sitewide Optimization
- We optimized pages with the local intent keywords. embedded maps, and added local resources to improve the local signals.
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.
