This case study analyses a 16-month strategic link-building campaign that significantly improved the SEO performance of a mid-sized law firm.
The law firm in question already had a modest online presence with a functional website and basic SEO practices. However, despite these efforts, their visibility in search engine results was not translating into significant organic traffic or high engagement levels.
This was primarily due to their limited reach in highly competitive search terms crucial to their speciality areas, including immigration, family and corporate law.
Recognising the need to enhance their SEO strategy, the firm contacted Solicitors Marketing UK. They sought our expertise to develop and implement a robust link-building strategy that would improve their search engine rankings and online visibility to attract more potential clients.
Before Link Building
Before implementing the link-building campaign, the law firm’s website struggled significantly in terms of search engine performance. Key metrics from Google Search Console painted a clear picture of the site’s initial challenges:
- Total Impressions: The firm’s web pages rarely appeared in search engine results pages (SERPs), with initial impressions hovering around 19,277. This low number resulted from the website’s poor positioning in search results, which limited its exposure to potential clients searching for relevant legal services.
- Total Clicks: The website traffic was pretty low, with click counts potentially ranging between 10-20% of the figures observed after the link-building efforts commenced. It was just 100-200 clicks per month, highlighting the site’s lack of visibility and authority in the digital space.
- Average Click-Through Rate (CTR): The click-through rate before the link-building campaign was notably low, likely due to the website’s unfavourable positioning within search results. Poor SERP placements meant that even when the site did appear in searches, it often did so at lower rankings, making it less likely to be clicked by users.
- Average Position: The website’s pages ranked poorly, often appearing far down in the search results, indicating a higher average position numerically (indicating a lower rank). This low visibility was a significant hurdle in attracting organic traffic and establishing a digital presence.
Implementation: Here is What We Did
To address the challenges highlighted, we implemented a comprehensive link-building strategy. Here’s an overview of the key steps we took:
Assessment and Planning
We started with a detailed SEO audit of the website to identify existing weaknesses and opportunities for improvement. This included analysing the current backlink profile, content quality, and overall SEO health.
We also analysed competitors’ websites to identify their strengths and link-building strategies. This helped us determine the types of links that were contributing to their high rankings.
Content Development and Optimization
We enhanced the existing content and created new, high-value articles focused on the firm’s key practice areas. The content was designed to be informative, engaging, and optimised for relevant keywords to attract both backlinks and user interest.
We also improved meta titles, descriptions, and headers throughout the site to make them more engaging and keyword-rich to improve click-through rates from search results.
Strategic Link Acquisition
We targeted high-authority websites within the legal industry for backlink opportunities. This included legal blogs, news sites, and other relevant platforms that could provide valuable and contextually relevant links. Our approach included guest posts, the HARO technique, and other white hat link-building practices.
Local SEO Enhancement
We also focused on strengthening the firm’s local SEO by ensuring the firm was listed in relevant local business directories and had consistent NAP (Name, Address, Phone Number) information across platforms to boost local search visibility.
Monitoring and Adjustments
We continuously monitored the website’s performance through Google Search Console and other SEO tools to assess the impact of the backlinks and overall strategy.
Based on performance data, we made necessary adjustments to the strategy. This included refining our targeting of backlink sources and tweaking content to better align with emerging SEO trends and algorithm updates.
After Link Building by Solicitors Marketing
Following the implementation of the link-building strategy by Solicitors Marketing, the law firm experienced significant improvements in its website’s SEO performance. The post-campaign data from Google Search Console revealed significant gains across all key metrics:
- Total Impressions: Impressions soared to 25.1 million, a substantial rise from the initial figures. This increase indicated the website’s improved visibility in search engine results. High-quality backlinks from reputable sources played a crucial role in boosting the site’s frequency of appearance in searches, thereby expanding its reach and potential for client engagement.
- Total Clicks: The firm’s website recorded a remarkable 449,000 clicks over the 16-month campaign period. This marked increase was a direct result of the enhanced authority and relevance gained through effective link-building efforts.
- Average Click-Through Rate (CTR): The average CTR improved to 1.8%. While this figure might still seem relatively low, it represents a significant improvement given the dramatically higher number of impressions.
- Average Position: The average position in search results improved to 34.4, with thousands of new keywords ranked. This improvement indicated that the website’s pages appeared in more competitive positions within the SERPs. The quality backlinks obtained through the campaign helped boost the domain authority, which elevated the site’s rankings for targeted keywords.
Overall, the link-building campaign initiated by Solicitors Marketing marked a steady growth in both clicks and impressions, with the upward trend becoming especially pronounced after mid-2023.
From the beginning of the campaign, clicks increased from around 112 in early February 2023 to peaks of approximately 3,800 clicks on higher traffic days by mid-2024. Similarly, impressions grew from the initial 19,277 to nearly 120,000 on the best-performing days.
These enhancements have boosted the firm’s SERP ranking and significantly broadened its digital footprint, attracting a larger audience and fostering greater client engagement. The strategic focus on building high-quality, relevant backlinks has been instrumental in achieving these outcomes, proving the value of a well-equipped link-building strategy in the competitive legal sector.
Enhance Your Firm’s SEO with Solicitors Marketing
Partner with Solicitors Marketing to experience transformative SEO results that can significantly boost your law firm’s visibility and client engagement. Our expert team specialises in strategic link-building and comprehensive SEO practices tailored specifically for the legal industry.
By leveraging targeted backlink acquisition, on-page optimisation, and content marketing, we ensure sustainable improvements in your website’s search engine rankings and overall digital footprint.
Contact us today to discover how we can help you achieve remarkable growth and a competitive edge in the marketplace.
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.