Increasing Organic Traffic Using SEO
Background
In this case study, Client A is a law firm based in Fitchburg, MA, and serving all areas of Massachusetts. Their areas of expertise are personal injury, DUI/OUI, family law, employment, and unemployment (DUA). Client B is a law firm based in Leominster, MA, and also serving all areas of Massachusetts. Their specialty is DUI/OUI defense and license suspension.
The Goal
The goal for both clients was to increase organic traffic to their respective websites. The more traffic one brings to their website, the more clients they are able to bring in. This is extremely important in a highly competitive field, such as law.
The Strategy
We determined the best way to achieve the client’s goals was through search engine optimization (SEO). With both clients, we began by conducting an SEO audit. This allows us to get an idea for the current health of the client’s website, and what steps can be taken to improve that health. We then began by writing blogs and guest blogs for each client. A blog helps with SEO by increasing the amount of keywords on the client’s website, making them more likely to rank high in search engine results for those keywords. A guest blog is a blog that does not appear on a client’s own website, but links back to it. These “backlinks” increase the authority score of the client’s website, increasing their chances of ranking higher in search engine results.
For Client A, we started with 2 blogs and 1 guest blog per month, and eventually scaled up to 2 blogs and 2 guest blogs per month. This brought the number of keywords on Client A’s site up from 119 in October 2021 to 936 currently.
For Client B, we also began with 2 blogs and 1 guest blog per month, before ramping up to 2 blogs and 2 guest blogs per month. In September 2021, Client B had 699 keywords on their website, by October 2022 we were able to bring that number up to 1100. In addition to blogs, we also placed Client B in link directories, making it easier for would-be clients to find them.
The Results
Client A, whose traffic was 198 per month in October 2021, is currently experiencing monthly traffic of 520, an increase of 162%. In addition, they are currently the number one search result for 9 keywords, including very competitive keywords, such as “prenup divorce”. Client A is also in the top 5 search results for 21 keywords related to their law firm, and the areas of law they practice.
Client B’s traffic began at 318 per month in January 2020, and increased to 2567 per month by August 2022, a substantial increase of 707%. What’s more, we were able to help Client B rank in the top 5 search results for 27 keywords related to their law firm, and OUI/DUI law.
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