SEO Campaign — Law Firm
12-month SEO strategy for a personal injury law firm — from page 4 to position 1 for 'personal injury lawyer [city]', driving 340% more organic leads.
Project Details
A personal injury law firm in a competitive US metro area was generating zero organic leads despite having a 5-year-old website. Rankings for core terms like 'personal injury lawyer [city]' and 'car accident attorney [city]' sat on page 4–6. The engagement covered a complete technical SEO overhaul — fixing 340 crawl errors, implementing structured data for attorneys and legal services, optimizing Core Web Vitals from a 31 to 84 PageSpeed score — followed by a 12-month content program publishing 4 optimized articles per month, and a white-hat link building campaign securing placements on legal directories, local news outlets, and industry publications.
Deliverables
Industry
Legal Services / Personal Injury
Delivery
12 Months
Project Research
We ran a comprehensive competitor analysis of the top 5 ranking firms for 22 target keywords. The pattern was clear: the top-ranking firms had 3 things in common — high Domain Authority (55+) from local press mentions, a dedicated practice area page for every case type (not one combined 'services' page), and Google Business Profile ratings above 4.7 stars. Our client had a DA of 18, no individual practice area pages, and an unclaimed GMB profile. We built a 48-keyword target list organized by search volume and commercial intent, and created a content silo structure around 6 practice areas.
Project Results
By month 6, the firm ranked on page 1 for 11 of 22 target keywords. By month 12, position 1 for 'personal injury lawyer [city]' and position 2 for 'car accident attorney [city]'. Organic traffic grew from 280 to 1,940 monthly visitors. Organic lead form submissions increased 340% — from 8 per month to 35 per month. Google Business Profile impressions grew 580% after optimization, adding 12 direct call leads per month. Total organic revenue attributed in month 12 was estimated at $420,000 in case value from settled referrals.
