Organic Non-Brand Traffic up 140.7%, for Northern Ireland Law Firm

Client Overview

Our client is one of Northern Ireland’s leading local law firms. Their solicitors specialise in a wide range of practice areas, with a focus on personal injury claims, medical negligence and road traffic accidents.

The Brief

We’ve been working with this client for a number of years, improving their website SEO and successfully running Google Ad campaigns. They came to us with big aspirations to improve their site content and coverage. Inspired by firms in mainland UK, they wanted their website to show expertise in personal injury law, helping to increase personal injury leads locally.

Strategy – What did we do?

Taking our client’s aspirations on board, we devised an SEO content strategy to dramatically increase the number of personal injury service pages on the website.

This strategy included a complete content overhaul – analysing competitor websites, identifying content gaps and mapping out new pages as well as current pages to improve. Once we agreed on which pages to add and which to improve, we created a monthly content calendar to prioritise our activity.

  • Every month we worked on between 2-5 pieces of content, mostly adding new pages but also improving key pages already on the site.
  • For each page we completed keyword research, analysed top competitor pages and created a detailed content brief.
  • Each brief was then used to create high quality written content, explaining complex legal jargon in easy-to-understand terms.
  • This new content was added to the site each month, formatted consistently and following on-page SEO best practices.

 

The Results – What did we achieve?

Since the start of our content-led SEO campaign, we have added 43 new service pages and improved 8 current service pages on our client’s site. Website size has grown substantially during this time, increasing the overall number of service pages by 84.3% from 51 to 94.

As a result of this, when comparing the last 4 months year-over-year:

  • The website’s overall non-brand traffic has increased by 140.7%, from 402 clicks to 968 clicks for high-intent queries.
  • There has been a 39.8% increase in contact form submission leads from organic traffic, from 231 to 323, many of which come from the new and improved service pages.
  • The site is now visible for 99+ non-brand keywords in the top 3 positions on Google, for terms that hold high commercial value.
  • 99+ Keywords in Positions 1-3
  • Non-Brand Traffic
  • +140.7% YoY
  • Form Submission Leads +39.8% YoY

Testimonial

To follow.

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