How a U.S. Law Firm Doubled its OrganicTraffic in 3 Months Flat

What was the challenge?

Over the past three months, our client, one of the top law firms in the U.S., noticed a consistent drop in website traffic and reach. After this fall, they approached us to identify the issues and improve their traffic. In less than three months, we increased the website traffic and achieved a positive ROI for them.

SEO Benchmarking

The first step was benchmarking the critical SEO metrics to compare the data from the subsequent months. The baseline was taken in June 2022.

Steps Were Taken For Optimizing SEO

1) On-Page SEO Optimization

On-page optimization refers to all measures a website can take to increase its search engine ranking directly within the site. To troubleshoot on-page website issues, we worked on the following activities.

Keyword Optimization

Choosing the right set of keywords is crucial to improving the traffic of any website. Analysis and optimization of keywords is a vital part of SEO. We first created a list of 5K+ keywords on which our client's site ranked.

Then we identified the keywords with high volume, low competition, and high conversion rates. Using this criterion, we finalized 10 keywords and further optimized them by inserting relevant backlinks.

For our client, we focused on niche-specific and long-tail keywords such as “personal injury lawyer near me” or “truck accident lawyer near me” because they are super relevant to their website and have a low keyword difficulty.

Content

Regarding SEO, content plays the most crucial role in ranking a website in the top search results. We did the following to improve the content from an SEO perspective:

Meta Description

A meta description can influence the clickthrough rate of a web page as search engines like Google often display it in the search results.

We optimized the website's meta description by including the most relevant information for visitors. As per best SEO practices, we kept it under 160 characters to prevent truncation while ensuring it was informative.

To determine the content of the meta description, we:

Canonical Tags

The canonical tag tells search engines which version of a URL should appear in search results. This was critical for our client since they target various geographical locations across the U.S.

The plugin generated unique URLs for each city with the same meta title, description, and H1 tag, creating duplicate content issues. To fix this, our development team implemented canonical tags to indicate which landing pages should be indexed by Google.

2) Off-Page SEO Optimization

Link Building

Link building plays an essential role in off-page SEO to boost organic traffic and improve search rankings. It aims to increase the number and quality of inbound links to the website.

In the past six months, we obtained 30 contextual backlinks for our client through guest postings on high-quality websites within their niche.

This significantly improved the website's domain rating, which went from DR 37 to DR 40 within 3 months.

Final Results

The baseline for significant SEO parameters was established in June 2022. After implementing digital marketing strategies, we remeasured the metrics and saw drastic improvements across all key parameters.

Before SEO (June 2022)

After SEO (September 2022)