Local SEO Case Study

Local SEO Case Study

This local case study is from a US law firm that was looking to put right the wrongs of the last SEO company that did little to help the business's online presence.

When we took over it was clear that there were gaping holes in the optimisation process, with even the basics missing such as simple service page optimisation.

SEO strategies

Technical appraisal & site preparation

Built on WordPress, the site was reasonably sound from a technical point of view except for a couple of canonical issues and poor hosting.

When the canonical issues were sorted (we weren't allowed to have access to the backend of the site) and the site was moved to a more suitable hosting provider, we were able to move on to the optimization process.

Service page optimization

As this was a law firm we were working with it was advisable for them to completely write the content themselves with guidance from us.

This guidance came in the form of entity optimization from InLinks and Clearscope. Arguably 2 of the best entity analysis tools on the market.

They aren't the cheapest, but they are good.

Google business profile optimization

With nearly every business that focuses on finding clients in their area, optimizing the Google Business Profile is key to everything because the vast majority of custom will come from it.

The 1st thing we did was to optimize the primary and secondary categories using carefully chosen keywords and entities and make sure Google was being fed clear and concise information to process.

Next, we ensured Google Maps was going from red to green. And whilst we cannot divulge too much information here on how we did this, we can say that the results were impressive and drove a lot of custom.

Link building

Although the bulk of the enquiries and business comes from the GBP, it's important to make sure that the service pages are also ranking at the top of the SERPs so that the client has maximum coverage for all of it's main search terms.

This was/is a competitive niche and needed a decent budget over a 6-month period for 7 pages.

Coupled with good on-page, the site now sits in the top positions for a wide range of money keywords.

The results

As mentioned above, the majority of our work was focused on the Business Profile, and the results speak for themselves.

This was a very competitive niche that required consistent optimization and a little patience.