In order for your law firm to win online, you must make sure your marketing approach is innovative. This case study examines how our agency’s pioneering approach to researching and executing an SEO plan that successfully established topical authority for a civil litigation law firm and brought them more enquiries and clients.
Fixing the Law Firm’s Civil Litigation Landing Page
The target market for this campaign was individuals and businesses seeking legal assistance with civil litigation and dispute resolution matters.
The firm had a website and a civil litigation landing page. This page wasn’t optimized for the right keywords, which means it did not show on Google when someone typed relevant terms such as “civil litigation lawyers”, “civil litigation lawyers in UK”, etc. We optimized their service page for a whole series of UK based keywords and search terms and then correctly listed all the various civil litigation services they offered and targeting specific issues such as contract disputes, personal injury claims, property disputes, and more.
Building Topical Authority Around the Page
After the landing page was correctly re-optimized, we focused on creating a plan to build as much topical authority for the firm as fast as possible across all parts of this legal area.
What we did was:
- Identified every single area of civil litigation
- Wrote in-depth content on each and every area, answering every pain point imaginable for someone searching specifically about this topic
- Created a reverse SILO structure which linked every blog strategically to one another and also to the service page itself.
- Published 2-3 blogs a week
By consistently publishing 2-3 blogs per week, the website steadily improved firms’ search engine rankings over a 6-month period.
Benefits of the Reverse SILO Approach
The reverse silo approach described in our strategy is a powerful SEO technique that focuses on building authority around specific topics by creating interconnected content. Here are the key benefits of using the reverse silo approach:
1- Improved SEO Rankings
Enhanced Topical Authority: By creating a comprehensive network of related content, your site signals to search engines that it is an authoritative source on specific topics.
Better Keyword Targeting: The approach allows for the strategic use of primary and secondary keywords, improving the chances of ranking for a variety of related search terms.
Increased Relevance: Interlinking related content helps search engines understand the context and relevance of your pages, boosting your overall SEO performance.
2- Increased Organic Traffic
Broader Keyword Coverage: Covering a wide range of subtopics within a niche helps attract traffic from multiple search queries.
Higher Visibility: As your site’s authority on specific topics grows, it is more likely to appear in featured snippets and other prominent SERP features, driving more organic traffic.
3- Enhanced User Experience
Logical Navigation: Interlinking related content provides a seamless browsing experience, allowing users to easily navigate through related articles and pages.
Comprehensive Information: Visitors find all relevant information in one place, reducing the need to visit multiple sites and increasing the time spent on your site.
Results
- We went from 0 to a total of 2K clicks to the firms civil litigation landing page in 6 months. That’s 500 clicks on average a month.
- The firm has excelled in receiving enquiries related to this keyword which has furthered their business ambitions within this areas of law.
Benefits of Working with Solicitors Marketing
With extensive experience in legal marketing since 2018, our team at Solicitors Marketing has developed a bespoke ability to transform the legal industry with new marketing insights empowered through our own marketing knowledge and today’s technology.
Conclusion
Digital marketing strategies play a pivotal role in driving growth and success for law firms. Through a targeted approach centred on SEO and topical authority building, our expert team of legal marketers have the ability to deliver measurable results and a significant competitive advantage for civil litigation law firms. With a commitment to excellence and a tailored approach to each client, we are leading the way within the UK’s legal marketing space, providing invaluable support to law firms looking to elevate their online presence and acquire new clients.
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At Solicitors Marketing, our mission is to amplify your law firm’s digital presence. With over five years of specialised experience in legal marketing, we offer bespoke digital marketing services crafted for the legal industry. Our approach is not just about increasing online visibility; it’s about driving meaningful client engagement and business growth. Reach out to us at 0203 833 4926 or through our quick-response form. We’re committed to getting back to you within one working day in the UK.Ask our Expert Legal Marketing Team
Armen is an On-Page SEO and Legal Marketing expert who is the CEO of Solicitors Marketing and ACERO. He frequently writes about subjects including SEO, Link Building, Digital Marketing and Law Firm Marketing. His passion for research and his ability to articulate complex ideas in a clear and engaging way has earned him a reputation as a highly skilled and versatile author and digital marketing expert.