Legal SEO: Revving Up a Law Firm’s Traffic (1,000% Increase)
If you’re in the legal space and aren’t investing in SEO, you’re seriously missing out.
Why’s that?
Consider that 66% of all call conversions in the legal sector come from organic searches on engines like Google and Bing.
Also, SEO has a higher overall conversion rate (over 4%) than other legal marketing channels (which averaged 2.4%).
So, if you’re sticking to things like email marketing and referrals, you’re leaving the largest chunk of potential revenue on the table.
In this case study, we’ll prove the effectiveness of SEO for law firms by telling the story of how we scored a 1,000% increase in an employment law firm’s traffic.
Just take a look at this upward trajectory if you don’t believe us:
Stay tuned to learn how we achieved such impressive results!
The Client: A Decorated Employment Law Firm
The client we’ll discuss today is a law firm specializing in the full range of employment law, including:
- Wrongful termination
- Pay and overtime issues
- Discrimination and harassment
- Workplace retaliation
During their time in practice, they’ve helped clients receive more than 1.15 billion in settlements, and they’ve assisted over 130,000 workers.
Needless to say, they’re a seasoned law firm that brings a lot of experience and expertise to the table.
Despite their prowess, they weren’t doing so well online.
Their competitors were dominating the SERPs for important employment law keywords like ‘sexual harassment lawyer in west cavina,’ which also has local intent (since it includes the location they practice in).
Not ranking at all for important keywords like this is just handing your competitors money.
That’s why they knew they needed to invest in SEO sooner rather than later.
We’re well-known in the legal world, and one of the client’s colleagues recommended us (since we had worked with them, too).
They reached out via one of our free SEO consultations, and we got to chatting.
Once they described their situation to us, we determined that a HOTH X campaign was the way to go.
It’s our fully managed SEO service where we take the wheel and enact a winning strategy based on your specific needs. All our clients have to do is sit back and watch the results roll in, which is why it’s such a popular service.
It’s also our go-to recommendation for clients who need extensive work to improve their SEO, which was definitely the case for this client.
The Strategy: Technical SEO, Link Insertions, and Link Outreach
The first step was to conduct a thorough SEO audit on the website to make sure everything was in order.
We do this for every HOTH X client because there are many technical SEO factors that can hamper a website’s performance on search engines.
Moreover, if these issues aren’t resolved outright, they can cause issues down the line, which we definitely don’t want.
For this client, we had quite a few technical errors that we had to fix on their website before moving forward.
These included things like:
- Duplicate content
- Slow loading speed
- Indexing errors
- Uploading a sitemap to Google Search Console (for better indexing)
It was imperative that we take care of these issues before moving on to the main portion of our strategy, so we got to work.
In particular, there were some indexing errors that needed fixing, which occur whenever Google’s bots can’t properly crawl and index your content.
Once the technical errors were good to go, we started doing keyword research to uncover trending search terms related to employment law.
We also got to work on our link-building strategy, which combined equal parts link outreach and link insertions.
With link outreach, we got in touch with other legal sites to request guest posts and fix broken links.
Of course, we leveraged our massive network of 300+ news outlets and media sites to obtain some of these links.
For link insertions, we found legal blogs and forums where it made sense to link back to one of our client’s primary law practice and location pages, which were the main spots where traffic and authority needed to flow.
The Results: 1,000%+ Increase in Traffic, Ranking for 2.5k Legal Keywords, $1.4k Traffic Value
As shown in the intro, our efforts had a dramatic effect on the client’s organic traffic.
Thanks to the backlinks we built and technical optimizations we made, their traffic shot up by over 1,000% in just a year’s time.
They also now rank for over 2,000 keywords related to employment law.
Remember when we mentioned the keyword ‘sexual harassment lawyer in west covina’?
Well, now the client ranks in position #1 for it on Google!
They also consistently generate $1.4k worth of traffic to their website each month, meaning they’re no longer giving up tons of revenue to competitors.
Are you ready to achieve similar results for your law firm?
HOTH X is the way to go, as you’ll be able to enjoy stellar results without having to worry about handling any aspect of your SEO by yourself. Also, feel free to get in touch for a free SEO consultation to discuss your specific needs in more detail.
