A Law Firm’s Journey to the Top of Google

As Google threw core updates, spam updates, and HCU guidelines throughout 2024, it wreaked havoc for many in the law industry. Among them was one of our clients, who reached out to us in November, dreading the sudden dip in their rankings and traffic. They wanted a strategic intervention that would bolster them in the top SERP positions, and we were happy to take on the challenge.

Despite a promising rating and a flourishing customer base, it didn’t add up that their search performance wasn’t mirroring this success. What they didn’t realize was that in the hind set, there were a ton of high-priority off-page SEO areas that needed attention. We jumped right into the task to re-establish a strong backbone for this highly competitive service, providing legal advice for migration and immigrant protection in the USA. With a clear game plan comprising promising strategies for link building and off-page optimization, the business was right on track to gain more traffic.

The Strategic Vision

Positioning the brand for search success was the ultimate goal. The challenge was that this client belonged to a highly competitive niche within the US market, which is why a solid link-building plan had to be administered.

This meant setting up an outreach plan that not only helps domain authority but also creates an indirect traffic stream for potential clients looking for their services. With a narrow timeline, we had to push boundaries to get the most traffic on the dead and dropping pages within their website. It all came down to this — a holistic strategy that helps rank for local keywords, as well as keywords like “migration lawyer,” “immigration law firm.”

The Course of Action:

After a comprehensive evaluation of the firm’s competitors and audience, it was evident that link building was going to be at the core of our strategy. However, given their expectations for leads and engagement, we had to consider other factors to strengthen their search visibility. Here’s what we did to steer them on the track to success.

Ran a full-scale site audit to determine areas where they are falling short. We communicated with the client that while we prepared to take over their link-building strategy, they needed to divert attention to some on-page SEO factors like missed keyword opportunities and content depth.
Next, we began listing their website on all local directories within the US and the San Francisco region to push for online and physical leads for the law firm.
A comprehensive link research led to a full list of websites willing to publish blogs related to immigrant law and law firms within the target region.
We utilized local, branded, and non-branded keywords in the guest posts to match the search intent of their prospective clients.
An outreach campaign was set in place to close the lid on the final plan.

The Result

Our partnership with the siding contractor yielded significant improvements in their organic search performance.

Thanks to our in-depth research and value-driven outreach, we were able to establish an ironclad backlink profile for this client, which ultimately gave us the following results.
Even with the endless havoc associated with constant Google updates in 2024, we made sure that there was steady growth in website traffic, and by extension, the brand impressions and leads.
When we first started, the website traffic hovered around the figure of 7,500, whereas after acquiring high quality backlinks from niche sites, it pivoted to over 11,500, a whopping 52% increase within just two quarters.
As a result of guest post links, directory listings, and publication links, a notable shift was also reported in the site’s organic keywords. Keywords in positions 1-10 went from 247 to 465, which indicates an 88% boost from the previous numbers.