Key Points…
- 310 New Keywords in Google’s Top 3
- Most Competitive, Bottom of the Funnel Keywords Acquired #1 Slot
- 17% Increase in Organic Traffic
- Over 1000% Increase in Organic Conversions
- Conversions Which Became Cases Led to 23:1 Return on Investment
The Challenge
This is a legendary client practicing in Pennsylvania’s Workers’ Compensation space. While they enjoyed SEO success, they struggled to rank for “bottom of funnel” competitive keywords. This client already possessed an expertly crafted website and a well-known brand. Because of these two factors, the client believed the site needed some elbow grease to attain these essential keywords.
The keywords the client was chasing were the highly competitive “workers’ compensation lawyer(s)” and “workers’ compensation attorney(s)”.
Where We Started
This client was already kicking ass from an Organic traffic perspective. Their website averaged around 22,000 clicks per month, but it was not the traffic but the conversions that were the real issue in the year before Ranked.Legal started working with this firm, they had a total of 287 conversions from Organic Search, that performance isn’t bad unless you consider the conversion rate which was a paltry .11%.
This client understood their needs well and knew that to bring in more business from organic, they needed to rank in the top three for these hyper-competitive keywords across the state. The initial rankings were anywhere from organic slot five to slot thirteen on average.
The Strategy
While Google is constantly changing all of the rules concerning links, we knew that both backlinks and interlinks would be crucial to this strategy. By focusing on off-site and on-site links, we would bring Google’s attention to the most important keywords.
The Tactics
The first tactic we used was to interlink these keywords from the top-performing content on the client’s site. Many assets lacked proper interlinking to the site’s most important keywords, from the blog to the homepage, so we integrated these interlinks within the first two months.
The next most important task was to build exact match anchor text backlinks in reputable local and legal sites throughout the state of Pennsylvania.
Additionally, Ranked.Legal crafted new blog content for this client and placed the old content into a “legacy content review” which surprisingly found much of the legal information outdated or poorly explained.
The Results
Compared to the previous year, the client’s website brought in an average of 1,000 more organic users a month. More importantly, there were 3,319 conversions from organic search, up over 1000% compared to the previous year. What led to this dramatic increase? Gaining the top spots for the bottom-of-the-funnel keywords, just as Ranked.Legal, and the client predicted.
Over the course of the year, 66 keywords with the words “workers’ compensation,” moved into the top three on organic search across the entire state of Pennsylvania. The specific keywords “workers’ compensation lawyer(s),” and “workers’ compensation attorney(s),” found their way into the #1 overall slot in 23 times.
In total, 310 new keywords found their way into the top three slots. This was thanks to both the link-building and content creation.
Of the new leads driven, 5% resulted in new cases. Based on the average case value for this firm, according to the client, that makes the return on their investment with Ranked.Legal 23:1.