Reaching New Traffic Heights for Employment Law Firm
Does your law firm’s website not have an active SEO strategy?
If the answer is no, you’re missing out on the #1 most effective marketing channel for the legal sector.
85% of users choose Google as their primary way to find a lawyer when they need one, and SEO has the highest conversion rate (at 4%) out of any other marketing channel (which all convert at the average rate of 2.4%).
It makes sense if you think about it.
Whenever someone has legal needs, they go to Google and search for keywords like ‘employment attorneys near me’ and ‘class action lawyer.’
If you do your SEO right, your law firm will appear in the top organic results for these keywords, bringing in tons of traffic and potential clients.
Do it wrong or don’t do it at all, and all that business will go to competing firms.
In this case study, we’ll prove the effectiveness of SEO for law firms by telling the story of how we radically grew an employment law firm’s traffic.
Just take a look at this upward trajectory:
Want to learn how we made such a dramatic increase happen?
You’ll have to stay tuned to find out!
The Client: A Highly Experienced Employment Law Firm in California
The client works for a major employment law firm in California that boasts 300 years of combined experience and expertise.
They’ve settled countless cases, with a single case awarding a defendant a whopping $140 million dollars.
In other words, they’re a legacy law firm that’s well known in California.
However, there was one area where their visibility needed some serious improvement, and that was on search engines like Google.
As you can see in the graph shared previously, they were struggling to break 1,000 organic visitors to their site for quite some time.
Why was that?
There were a variety of reasons, including a lack of authority (i.e., trust from Google in order to rank higher) and the need for more content based on trending legal keywords.
They knew they were in desperate need of SEO, so they got in touch with us after being referred to our services by a fellow law firm (legal SEO is one of our many specialties).
During the initial consultation, they laid out what they wanted to see happen from working with us, which was:
- To consistently improve traffic generation to core legal pages
- To start ranking for more relevant legal keywords
Since we had a lot of work to do, we decided it was best to start a HOTH X campaign.
What’s that?
HOTH X is our managed SEO service where we take the entire process off the client’s hands. We build a strategy tailored to their needs that includes technical optimization, content, link-building, and anything else the client needs to succeed on search engines.
The SEO Audit: Determining Where We Stand
Before we got started with our main strategy, we started the client’s campaign the same way we start every HOTH X campaign, which is with a thorough audit.
During the audit, we look for the following:
- Pressing technical issues like slow loading speed, duplicate content, and indexing errors.
- Easy-win keyword opportunities, which are low-ranking keywords the client already ranks for.
Easy-win keywords are great because they already appear in Google’s index, meaning the client doesn’t have to wait too long for our optimizations to take effect.
The result?
Speedy results while the rest of our efforts take the time they need to shine!
This client had quite a few easy-win keywords for us to target, and we didn’t waste any time improving their rankings.
For example, before we got started, the client ranked in position #51 for the keyword ‘class action attorneys,’ which is a HIGHLY competitive keyword.
After we tweaked the content by adding SEO best practices and building backlinks, the ranking shot up to position #9 (and it’s still climbing). That means we raised the keyword’s position ranking by 42 whole spots, which is pretty nuts!
The Strategy: Keyword Research, Link-Building, and Content Creation
For the main part of our strategy, we pulled out all the stops by researching relevant keywords, building valuable backlinks, and creating content, although we didn’t use blog posts.
Instead, we highlighted notable cases and their results and sought out client testimonials.
We were able to build impressive backlinks by leveraging our existing network of 300+ news outlets and media websites.
For instance, check out this backlink we landed with the LA Times’s website:
It has an EXTREMELY high domain rating (which represents the ranking power of the domain) of 92, which definitely boosted the client’s authority significantly.
The Results: Skyrocketing Traffic, 120 Top 3 Keywords, $7.4k Traffic Value
As shown in the intro, the client’s traffic began to consistently increase once our efforts started to bear fruit.
They now consistently generate $7.4k worth of traffic to their site each month, and they’re ranking for 5.6k relevant keywords.
Remember the keyword we mentioned in the intro, ‘class action lawyer’?
Well, now the client ranks in position #3 for it on Google!
This keyword generates 3.1k searches per month, so it’s an extremely valuable keyword to rank in the top 3 for.
They also have 120 other keywords in the top 3, and our efforts are continuing to pay off.
Are you ready to transform your law firm’s performance on search engines in a similar way?
HOTH X has you covered. It’s your ticket to hands-off SEO while enjoying incredible results (like the ones listed above), so don’t wait to get in touch with us!
