SEO Campaign — Law Firm
A comprehensive SEO overhaul that delivered a 340% increase in organic traffic in six months through technical fixes, content strategy, and authoritative backlink building.
Results
The Challenge
The client, a mid-sized UK law firm, had a website ranking on page four or five for most of their target practice area keywords. They were spending £3,500 per month on Google Ads to compensate for near-zero organic traffic. A previous agency had delivered monthly PDF reports but no measurable improvement in 18 months. The firm wanted results, not reports.
Our Solution
We began with a full technical SEO audit that identified 140 issues across crawlability, page speed, structured data, and internal linking. We addressed every critical issue within the first four weeks. A content strategy mapped 60 target keywords to new and existing pages. A digital PR campaign secured 22 backlinks from legal directories, regional news sites, and professional associations over six months.
Technical Audit
The existing site had 140 indexable issues identified by Screaming Frog and manually verified. Critical issues included duplicate meta titles across 38 pages, missing canonical tags causing index dilution, three different versions of the site accessible without redirects, images without alt attributes across 90% of pages, and a Core Web Vitals failure on LCP. We resolved all critical issues before beginning any content work.
Keyword Strategy
We mapped the firm's practice areas against search demand data and competitive difficulty scores. Rather than chasing broad terms like 'solicitor London' with a Domain Authority of 28, we targeted long-tail variations with clear commercial intent and lower competition: 'right to work compliance solicitor UK', 'sponsor licence revocation appeal'. These terms had lower volume but significantly higher conversion intent and achievable rankings within three months.
Content Programme
We produced 24 long-form articles and practice area pages over six months, each mapped to a specific keyword cluster. Every piece was written by a legal content specialist, reviewed by the client's solicitors for accuracy, and structured to answer the questions Google's PAA (People Also Ask) boxes were surfacing. Internal linking connected each new article to three existing pages, distributing link equity deliberately.
Backlink Acquisition
We built links through three channels: submission to legal directories with high domain authority, digital PR pitching legal commentary to regional and national news outlets, and guest contributions to professional association publications. Every link was manually acquired — no link farms, no PBNs. The 22 links acquired had an average Domain Rating of 54.
Outcome
By month six, organic sessions had increased by 340%. The firm ranked on page one for 47 keywords, up from 3 at the start of the engagement. Monthly enquiries from organic search tripled. The client reduced their Google Ads budget by £2,100 per month, as organic traffic was generating sufficient leads. The engagement was renewed for a second year.
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