Introduction
The legal industry is one of the most saturated fields in terms of online marketing competition where an appropriate and effective approach to SEO is crucial to success. A law firm in Toronto, Canada, one day observed that its organic traffic which was pretty high till one day diminished a lot after a Google algorithm update, so it approached SEO Reseller. Through our proven SEO methodologies, we stabilized their rankings and achieved a 285% increase in organic traffic in just six months.
Client Overview
Industry: Legal (Personal Injury Law)
Location: Toronto, Canada
Goals:
- Recover from a Google algorithm update.
- Stabilize and grow organic traffic.
- Increase keyword rankings for highly competitive legal terms.
Challenges
- Algorithm Penalty Recovery: The firm experienced a steep decline in traffic after a Google update.
- High Competition: Competing against established law firms with significant online presence.
- Content and Backlink Deficiencies: The website lacked sufficient high-quality content and had a weak backlink profile.
- Local SEO Visibility: The firm was not ranking highly in local search for important keywords.
Strategy
These challenges led to the formulation of a structural SEO strategy of recovery, growth, and stability, executed by SEO Reseller.
1. Technical SEO Optimization
Our initial audit identified several technical issues impacting the site’s performance:
- Site Speed Improvements: Optimized images, implemented caching solutions, and utilized a CDN.
- Broken Link Fixes: Resolved 404 errors and improved internal linking structure.
- Schema Markup: Added structured data to improve visibility in local search results.
- Mobile Optimization: Ensured a seamless mobile experience.
2. Content Strategy
We identified gaps in the client’s content and focused on creating value-driven, keyword-targeted materials:
- Developed city-specific landing pages for major service areas.
- Published blog posts addressing common legal questions, such as "Steps to Take After a Car Accident."
- Optimized existing service pages for high-intent keywords.
3. Local SEO Enhancements
Given the importance of local visibility in the legal sector, we implemented the following:
- Google Business Profile Optimization: Updated business information, added photos, and encouraged client reviews.
- NAP Consistency: Ensured uniform Name, Address, and Phone number listings across online directories.
- Citation Building: Built listings on high-authority legal and local directories.
4. Backlink Development
Building a robust backlink profile was essential for improving the site’s domain authority:
- Acquired guest post opportunities on legal industry blogs.
- Conducted outreach for backlinks from trusted local news outlets.
- Earned links through press releases on successful case outcomes.
5. Data-Driven Adjustments
We monitored performance using tools like Google Analytics and Search Console, allowing us to refine the strategy continuously.
Results
The results of our SEO efforts were transformative, delivering measurable improvements across key metrics:
1. Organic Traffic:
- Traffic increased by 285% in six months.
- Local organic traffic grew by 240%, driving more inquiries from the target region.
2. Keyword Rankings:
- Achieved top 5 rankings for competitive keywords like “personal injury lawyer Toronto” and “car accident attorney near me.”
- Over 60 long-tail keywords ranked on the first page.
3. Lead Generation:
- Monthly inquiries through the website increased by 110%.
- Conversion rates improved by 22% thanks to optimized landing pages and clear calls to action.
4. Domain Authority:
- The firm’s domain authority grew from 15 to 38, outpacing competitors in their niche.
Key Takeaways
The success of this campaign highlights the importance of a strategic, data-driven approach to SEO. Key lessons include:
- Algorithm Recovery Takes Patience: Consistent effort over months was crucial in recovering from the Google update.
- Content Is King: High-quality, keyword-focused content helped establish authority in the legal space.
- Local SEO Cannot Be Ignored: Optimizing for local search was essential in attracting nearby clients.
- Technical SEO Forms the Foundation: Resolving technical issues ensured long-term stability and improved user experience.
Conclusion
This case study underscores how SEO Reseller helps law firms regain lost traffic, achieve higher rankings, and attract qualified leads. Using technical SEO, content marketing approach, and local SEO techniques, we transformed a traffic drop period into a steady traffic increase.
If you are willing to enhance your online presence and be prepared to see the increase, then feel free to contact SEO Reseller for more insightful information on how we can help take your SEO to the next level.