Case Studies
Law Firm Case Study
Summary
Website Background: law firm specialising in probate law with little SEO foundation
Main Objective: become an authoritative voice within probate law.
Results: 3O12% increase in monthly organic traffic from 856 visitors in December 2019 to 26,646 in April 2021.
The Case Study
The Objective:
The main goal of this particular project was to help the site become an authoritative voice within this niche by focusing on building topical authority and E-A-T (Expertise-Authority-Trust).
The Website:
The client operates within the legal industry, specifically probate law.
Although the client operates within a relatively small
micro-niches of law, they didn't have much authority or ranking power at the start of the campaign. Therefore, whilst keyword difficulty wasn't necessarily going to be a problem, we still had some catching up to do with the site‘s competitors as we were pretty much starting from scratch.
The Challenge
- Build more topical authority with supporting content
- Improve E-A-T
(Expertise-Authority-Trust) - Improve site structure
The Strategy
Building Topical Authority With Supporting Content
Google ranks domains that have several pages targeting a specific topic. Therefore, if you're trying to rank a page on a particular topic, Google wants to see additional supporting content on your site that links to it.
By building a cluster of pages to support the main page you want to rank, you're essentially establishing topical relevance in Google's eyes.
We created supporting blog content that answers as many questions about probate law for the states that the client serviced as possible.
Building Topical Authority With Supporting Content
Google ranks domains that have several pages targeting a specific topic. Therefore, if you're trying to rank a page on a particular topic, Google wants to see additional supporting content on your site that links to it.
By building a cluster of pages to support the main page you want to rank, you're essentially establishing topical relevance in Google's eyes.
We created supporting blog content that answers as many questions about probate law for the states that the client serviced as possible.
Improve Site Structure
Site structure is incredibly important to allow both users and search engines to understand your content.
A general rule of thumb is to ensure your core pages are located within a maximum of 3 clicks from the homepage.
Level 0 - Homepage
Level 1- Pages linked directly from the homepage
Level 2- Pages linked directly from Level 1
Pages that are on a deeper level, being further away from the homepage, are less likely to be crawled and indexed by Google as they are perceived as not being "important" enough.
Our client had over 100 pages that were more than 4 clicks away from the homepage i.e., they had a crawl depth of 4 or more.
The Results
The client went from ranking for 18 keywords in the top 10 positions of Google.com at the start of the campaign, to 495 - that's an increase of 2650%.
When compared against the starting month, we've seen the following results:
3012.85% increase in search traffic from 856 to 26,646 users a month.
2766.48% increase in search traffic from 1,053 to 30,184 sessions a month.
When comparing the traffic data year-on-year, we achieved the following:
954.45% increase in search traffic from 2,527 to 26,646 users a month.
936.89% increase in search traffic from 2,911 to 30,184 sessions a month.
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