How a U.S. Law Firm Doubled its OrganicTraffic in 3 Months Flat
Industry:
Law
Services:
Link-building & SEO
Technology:
SEO
Client Objective:
Lead conversion through organictraffic
What was the challenge?
Over the past three months, our client, one of the top law firms in the U.S., has noticed a consistent drop in website traffic and reach. After this fall, they approached us to help them 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.
Facing a Challenge
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 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 things to improve the content from an SEO perspective:
● Emphasized the service benefits by repeating them several times
● Used power words suited to the psychological need of the service
● Updated the blog section on the website with new content regularly, including topics such as legal representation, what rights people have when injured, and whom to contact in different scenarios
● Made an FAQ page comprising answers to the frequently asked queries of potentialclients.
Meta Description -
A meta description can influence the clickthrough rate of a web page as search engines like Google often display the meta description in the search results.
We optimized the website's meta description by including the most relevant information for the visitors.
As per best SEO practices, we kept the description not more than 160 characters long. This prevented the meta description from being truncated in the search results while providing all necessary information about the Firm.
To determine the content of the meta description, we followed these steps:
● Establishing a consistent brand tone for our clients
● Include relevant keywords for their target audience
● Utilizing trending social headlines, such as law office and legal representation.
● Made sure the meta description was relevant.
Canonical tags -
The canonical tag lets a search engine know which version of the URL you want to appear in search results. This is one of the biggest SEO concerns, as the law industry is one of the most challenging ones.
Since our client targets various geographical locations across the U.S., the plugin will generate a unique URL for each version to facilitate local SEO. Each URL will have the same meta title, description, and H1 tag every time this occurs.
This creates duplicate content, which is frowned upon by Google and can negatively affect search engine ranking. To address this issue, our development team implemented canonical tags that indicate which landing pages for each city should be indexed by Google.
2) Off-Page SEO optimization -
Link building -
Link building plays an essential role as an off-page SEO activity 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 our client's niche.
This significantly improved the website's domain rating, which went from a D.R. of 37 to a D.R. of 40 within 3 months.
Final Results
The baseline for significant SEO parameters was established in June 2022 as part of the project. After implementing digital marketing strategies in our client's business, we again measured the parameters. We saw drastic improvements in all the SEO parameters we had defined initially.
● Total Monthly Traffic increased by almost 100% compared to the initial traffic.
● The total number of organic ranking keywords increased by almost 80%
● Website's Domain Rating increased due to the backlink push.
● Keyword ranking within the top three Google search results has also improved.
Before SEO (Jun 2022)
After SEO (Sept 2022)
