Increasing Organic Traffic by 184% in a Specialist Legal Sector

Our SEO- and Content-focused keyword strategy targeted and achieved rankings for search terms at all stages of the buying cycle, including increased organic visibility for terms that cost up to £80 per click.

Our client in the medical negligence sector launched a new site in 2021, and due to a poor site migration, their online visibility suffered. They were referred to us at the start of 2022 to recover what they had lost in terms of organic traffic and visibility, whilst increasing the volume and quality of enquiries to their website.

To improve our client’s organic visibility and search traffic, we devised a two-pronged approach involving SEO and Content, using keyword research and on-page optimisation to drive the strategy. Here is an outline of the process we followed:

1. Analysed existing performance: Our first step was to analyse the client’s existing organic rankings, page targeting and keyword profile to assess strengths and weaknesses, and identify areas of improvement.

2. Keyword research: Next, we conducted keyword research to identify relevant search terms to target to improve the performance of existing pages and expand the client’s keyword profile to reach a wider audience.

3. Competitor research: In conjunction with in-depth keyword research, we analysed our client’s top competitors to find further gaps and opportunities to factor into our optimisation work.

4. On-site optimisation: We created SEO-friendly landing pages, guides, and case studies using our keyword research findings. Each new piece of content was designed to meet Google’s E-E-A-T guidelines, answering key questions to establish our client as an authority in their field.

5. Improved internal linking: To help users navigate the site and to improve the visibility of core pages, we made sure to link to and from pages and blogs of similar topics, starting with the highest-performing pieces.

6. Strengthened local SEO: As our client operates across several offices, we built individual location pages for each office to build a consistent presence on Google My Business. See a more detailed explanation in our latest case study.

7. Optimised images: To improve user experience and engagement, we ensured all images were high-quality and appropriately sized to encourage users to stay on the site without affecting key page experience factors such as loading speed.

We achieved some fantastic results by solidifying the keyword targeting across all pages and improving the existing content on our client’s site.

• Over two years of working on the campaign, our client has seen an 84% increase in their organic keyword profile spread.
• Looking more closely, there has been a 240% increase in top 3 rankings and a 114% increase in first-page rankings for several highly competitive terms.
• Many terms our client is now visible for are extremely important in the research stage of the buying cycle without triggering paid ads. However, we are also visible and driving traffic organically for highly competitive PPC terms – many of which cost up to £80 per click.
• This dominance across the SERP led to a 496% increase in click-through rate in the same period.
• Thanks to a highly optimised, targeted and relevant content plan, our client also saw a 73.71% increase in organic search visibility and a 183.90% increase in organic traffic in the same period, putting them miles ahead of their core competitors.

Our client’s growing success online has translated into a vast improvement offline, including:

• An increased quantity of leads

When we started working together, our client had opened two new offices which were struggling to generate leads, with a third not operating at full capacity. By the end of 2023, all three offices were operating at full capacity.

• An increased quality of leads

In addition to the increased quantity of leads, our client saw an improvement in the quality of leads. As a result, solicitors and offices can be selective with the cases they take on if required, based on the needs of the company.

Relevant, targeted keyword research and quality content are the cornerstones of any good SEO strategy, ensuring you can be seen and found by your target audience. Combined with a quality internal linking structure, optimised images and a solid local SEO strategy to improve user experience, you’re on to a winner.

We have a team of Content and SEO strategists ready to sink their teeth into any project you throw their way. Please get in touch to see how we can help your company achieve similar results.

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