Lawyer SEO Case Study

Initially, Doman Law’s home page contained no content which is very important in the SEO process. In addition, the home page was created as a single image which made adding content impossible. To resolve this, the CLM design team recreated the home page with the same look and feel of the original design along with the ability to add new content to the page.

Then the CLM Legal Copywriter (former 16-year Chicago litigator) created engaging content which was then optimized by the CLM SEO team. This content was indexed by Google in the first 30 days! In the first six months of the campaign, organic search traffic grew from 96 monthly unique visitors to over 1,200 unique visitors per month, for a 1,220% increase in total monthly search volume. This was a result of both “Onsite & Offsite” SEO tactics.

Onsite Optimization: In the first month of the SEO Campaign, the primary focus was onsite optimization including Content Development and Content Optimization, URL Structure, Meta Data Optimization, Internal Linking, and Page Relevance. During the same period the CLM SEO Team created accounts for Google Analytics and Google Search Console to help manage and report on the results of the campaign.

Onsite Optimization is very important in that it creates the foundation for a successful SEO campaign. The attention to detail and ethical SEO practices led to an 85% increase in Active Keyword Rankings. It was not just the group of targeted keywords that benefited from the CLM SEO Campaign, there were also dozens of secondary “Relevant Search Terms” that are now searchable and visible to the firm’s target audience.

Offsite Optimization: In the second month and through the remainder of this six-month campaign term, the CLM SEO Team initiated “Offsite SEO Efforts”. These services focus on areas such as Link Building, Article and Gust Blog Submissions, Citation Development, and Local Listings Management. These marketing activities will generally continue to build momentum through the first six to twelve months.

The Doman Law SEO Campaign which focused on less that twenty core keywords, delivered far more exposure and success than the services defined in the original Agreement. There was a 59% growth in keyword gains in the first two pages in Google alone for targeted terms relating to this campaign.

Listings Management: Listing Management is part of every Lawyer SEO Campaign and is the process to ensure all of your data including name, address and phone (NAP) along with valuable attributes such as categories, hours of operation, images etc. are accurate and consistent across the local listing’s ecosystem. Managing your information is an ongoing process, if you stop the inconsistencies will often come back and it will cost you valuable leads. Data shows that lawyer information can change as often as 61 times per year. So, maintaining data accuracy is an ongoing but affordable process that begins with a free Local Visibility Report.