Today we’re going to talk about a law firm client of ours out of New Mexico who got started with search optimization and achieved over 1,200 visitors in just a few months.
It’s no mystery that SEO for lawyers is competitive. There are firms, both big and small, looking to capture their piece of the pie. And why wouldn’t they? From a marketing perspective, search engine optimization is one of the highest return on advertising spends in the space, seeing a nearly 8x return.
Don’t be fooled. It’s not all roses. It takes a lot of skill, planning and hard work to make a truly effective and successful search engine optimization strategy come to fruition. That’s why it’s so important you hire SEO experts to make your dreams a reality.
Here we’ll talk about the strategy for this client, and share how we were able to take them from close to zero website visibilty to over 1,200 monthly visitors in just 6 months.
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Back in 2023, we started working with this criminal defense firm initially through a simple local services ads for lawyers campaign. You can check out that results article here if you’d like to know more about how local services ads helped them grow to over $150K in new firm revenue in just 90 days.
This firm is a solo practitioner out with just one or two support staff.
The firm focuses on criminal defense matters, including DUI’s, murder and manslaughter charges, felonies, misdemeanors and other criminal charges.
To start off, they knew they needed to really expand on their brand and start to add content depth to their website, which at the time was just a few pages.
They knew it was time to make things happen, so they kicked off our FlexSearch search engine optimization plan. A comprehensive search engine optimization plan for lawyers that is completely fluid and scalable to fit their budgets and goals.
If you’ve read any of our other result articles, you’ll know we start we start every new search engine optimization campaign with a comprehensive digital audit. Here we take a look at the visibility they are currently experiencing, their local and regional digital presence, website vitals… You get the gist.
Our analysis for their firm was a quick one, we did see that their initial feelings were in fact true. Their site had extremely limited to no visibility. Any search traffic was for the firm’s brand. So we knew we were starting with a blank slate.
At the time of kickoff they were ranking for around 10 keywords, none of which were generating traffic. And, most keywords were somewhat irrelevant for their practice.
After learning about our client’s business, we always want to start off by targeting the easiest and most relevant keywords we can find. This makes it completely plausible to come out of the gate quickly and see results that drive revenue while we continue to build.
While researching for these target keywords, we noticed that the market was somewhat open, with only a few law firms eating up the majority of the search traffic. This is an important aspect of building a winning SEO strategy – What does the local market look like.
What works in Tulsa may not work in Chicago, and Boston may be much different than San Antonio. By building the right budget and strategy to respond to the local market is key to success for a search optimization plan.
That leads us to our next point – Always start with the competition.
By analyzing the competition’s content patterns, current visibility, and authority profile we can somewhat precisely know what it’s going to take to complete.
Also, by analyzing your firms top local competitors we can find a trove of great keywords that may but otherwise difficult to spot.
Initially, we were able to identify identify nearly 2,000 keywords that competitors were targeting that would fit perfectly with our clients goals.
As part of our initial strategy, we identified 3 types of content for this client’s campaign:
Practice Area Pages
These pages will target highly specific keywords that drive high-intent traffic.
Blog Content
Here, we filter in highly specific keywords along with broad, long-tail keywords that show authority, experience and work to build a network of interlinking within the site.
Supporting Content
Notable cases and results help create highly linkable and PR worthy stories that help us build authority in ways that help expand the campaign even further.
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Talk with our law firm marketing experts today to learn how you can leverage our FlexSearch search optimization strategy to grow your firm. Contact us now to schedule your Free, 30-Minute Strategy Session.
Now it’s time to get to work. We implemented our FlexSearch search optimization plan for this client.
The FlexSearch search optimization plan is our fully managed SEO services package that allows us to pull the right levers at the right time to achieve the success you want.
This includes a implementing monthly variations of new practice area content, highly targeted blog posts, digital public relations for results and settlements, authority building and many more strategies.
We came up with the FlexSearch plan a few years back when search optimization started to radically evolve.
The old methods of building links and creating blog posts just doesn’t work anymore.
As search engine algorithms get more complex, so did our strategy.
By mixing up the strategy month to month we have found that the efforts will drive results for years to come and withstand the new age of search engine algorithms.
Here’s the stuff we know you’re most interested in. In just 6 months time frame, we managed to grow this firms traffic to over 1,200 visitors. And the best part, the majority of this traffic, over 97% of it, was for competitive search terms and not their brand name. This means 97% of their visitors discovered them when searching for legal help.
Talk about visibility! In just a few months they move from ranking for just a few keywords to nearly 700 keywords in totality. The amazing part is the nearly 15% of all of these keywords are in the top 10 positions.
The sky is the limit, and with the help of our FlexSearch search optimization plan this client will continue to build and turn visitors into clients.
This is just a sampling of what this plan can do. Also, this is a testament to the true scalability of our FlexSearch plan. No matter a firm’s budget, we can help them achieve great online success.
This firm was having great success with our Local Services ads for lawyers plan, but knew that a well rounded strategy yields the best results.
You should remember that people search for their next lawyer in any number of ways, and it’s important to build presence wherever they exists.
Through search optimization, this firm is seeing organic visibility beyond that of which they ever imagined.
And once upon a time they questioned whether or not it was too late to get started, or if it would work for them, and they answer is: it’s never to late to get started and with the right strategy in place SEO does work.
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What do you want from your business? What have you tried in the past? What are you currently doing? Don't hesitate to tell us the good, the bad and the ugly. It's all helpful.
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