Case profile
This law office wanted to boost its presence in search using SEO rather than paid advertising. On-page work included alt text, 301 redirects from old pages to new, content optimization, schema and page speed. We then began directory inclusions, with duplicate removal and optimization, to improve authority. We helped the firm organize its content by practice area and optimized local SEO to outrank the competition.
The challenge
Legal searches are expensive in paid search and crowded in organic. The firm's content covered several practice areas but was not organized so that any one of them could rank. Old URLs were still being linked to from directories and were returning errors, and the firm's local listings were inconsistent.
What we did
- Restructured content so each service has its own optimized page.
- 301 redirects from old pages to new, preserving links the firm had earned.
- Attorney and legal service schema, alt text and page speed improvements.
- Directory inclusions and cleanup of duplicate listings.
- Local SEO to win the map pack for the firm's main practice areas.
The results
Users increased 97%, new users 98% and sessions 113%, and the firm now outranks its local competition for its core services. See more attorney SEO case studies.
