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This is a personal lawyer's website, and he is a personal injury-related service provider. The website's initial goal was to develop a user-friendly & attractive UI/UX for their website to increase revenue for the business.
The main goal of the agency site was to reach the maximum number of customers at the right time to increase the business's profitability. The site's functions include offering SEO services, giving customers free consultations, and gaining their trust.
Results:
The results include a +220.00% increase in website traffic and first-page rankings in Google’s search results. Keyword rankings include competitive phrases. The lawyers have generated significant visibility in their local market through link building, article writing, and onsite optimization.
Full Summary of This Case Studys
Airdrie personal injury lawyers’ website grew organic traffic +220% (Apr 2022–Jan 2023) via local SEO, semantic optimization, EEAT signals, technical fixes, and manual off-page work.
Totally New Version (Main Rewritten Case Study)
Case Study: Local SEO Success for Personal Injury Law Firm Client: Airdrie Lawyers (Personal Injury Practice) Period: April 2022 – January 2023
Challenge The firm needed a modern, user-friendly website that converted visitors into clients while dominating local search for injury-related queries.
Strategy
- Semantic & On-Page Optimization: Rewrote content with high-priority entities, built semantic clusters, and covered all user search intents.
- Structured Data & EEAT: Added comprehensive schema markup; strengthened Experience, Expertise, Authoritativeness, and Trustworthiness with credentials, case studies, testimonials, and HTTPS/privacy updates.
- Technical Foundation: Fixed rendering issues with server-side rendering, optimized crawl budget, eliminated duplicate content via canonical tags, and improved internal linking hierarchy.
- Off-Page Authority Building: Manual execution of 605 high-quality backlinks (guest posts, Web 2.0, Q&A, directories, profiles, forums, social shares).
Results
- Organic traffic: +220% growth.
- Google Search Console (Apr ’22–Jan ’23): 30,158 clicks, 7.15M impressions, avg. position 23.5 → 22.3.
- Google Analytics: 30,171 users, 42,292 sessions, avg. session 6m 59s.
- Ahrefs: 2,557 monthly organic visits, 3,242 keywords, 682 referring domains, 34,766 backlinks, $419 traffic value, DR 32.
Monthly organic traffic rose steadily from 1,013 (Apr ’22) to 2,591 (Jan ’23). First-page rankings achieved for competitive local keywords.
Semantic Optimization
1. Content Optimization
Using the entities collected, I rewrote and enriched existing content to:
Incorporate high-priority entities naturally within the text.
Create semantic connections between related entities.
Answer all potential search intents for target queries.
2. Structured Data Implementation
I applied schema markup using the guidelines from this structured data guide. Key structured data types used included:
3. EEAT Enhancement
To improve Google EEAT, I followed the recommendations in this EEAT guide:
Experience: Highlighted author credentials and added real-world examples.
Expertise: Linked to credible external sources and research papers.
Authority: Showcased testimonials, case studies, and certifications.
Trustworthiness: Improved website security with HTTPS, displayed clear contact details, and updated the privacy policy.
Execution and Monitoring
1. Content Publishing Schedule
2. Internal Linking
Established a clear content hierarchy and interlinked relevant pages to boost topic authority.
Used descriptive anchor texts with entities to guide crawlers and users.
3. Technical SEO Solutions
To ensure a strong technical foundation, I implemented the following:
Rendering Issues: Resolved client-side rendering problems that prevented Google from crawling and indexing critical pages. Implemented server-side rendering (SSR) to ensure all content and canonical tags were properly rendered and accessible to search engines.
Crawl Budget Management: Fixed broken links, improved sitemap structure, and used robots.txt to guide search engine crawlers effectively.
Canonical Tags: Eliminated duplicate content issues by implementing proper canonicalization.
Work Report Summary
1. Off-Page Work Report (01 April 2022 - 31 Jan 2023)
S/N |
Particulars |
01 April 2022 - 31 Jan 2023 |
1 |
Published for guest blog |
30 |
2 |
Web 2.0 |
70 |
3 |
Q/A |
75 |
4 |
Blog Comment |
100 |
5 |
Directory Submission |
100 |
6 |
Profile Backlink |
100 |
7 |
Social Share |
80 |
8 |
Forum Profile |
50 |
All off-page work is done manually, and monthly reports are submitted according to schedule.
Performance Report
2. Google Search Console Performance Report
2.1 Google Search Console Performance Report (01 April’22 - 31 Jan’23)
Duration |
Particulars |
Data |
01 April’22 - 31 Jan’23 |
Total Clicks |
30,158 |
Total Impressions |
7,150,525 |
|
Average CTR |
0.4% |
|
Average position |
23.5 |
Particulars |
Apr’22 |
May’22 |
Jun’22 |
Jul’22 |
Aug’22 |
Sep’22 |
Oct’22 |
Nov’22 |
Dec’22 |
Jan’23 |
Total Clicks |
2,125 |
2,486 |
2,732 |
2,965 |
3,145 |
3,289 |
3,416 |
3,562 |
3,744 |
3,694 |
Total Impressions |
605,420 |
662,830 |
687,950 |
704,180 |
713,620 |
721,940 |
729,350 |
732,480 |
746,300 |
746,455 |
Average CTR |
0.35% |
0.38% |
0.40% |
0.42% |
0.44% |
0.45% |
0.47% |
0.49% |
0.50% |
0.49% |
Average Position |
26.5 |
25.8 |
25.2 |
24.6 |
24.1 |
23.7 |
23.1 |
22.8 |
22.5 |
22.3 |
3. Google Analytics Performance Report
3.1 Google Analytics Performance Report (01 April’22 - 31 Jan’23)
Duration |
Particulars |
Data |
01 April’22 - 31 Jan’23 |
Users |
30,171 |
Sessions |
42,292 |
|
Session Duration |
6m 59s |
S/N |
Particulars |
01 April’22. - 30 April’22 Data |
01 May’22. - 31 May’22 Data |
01 Jun’22. - 30 Jun’22 Data |
01 July’22. - 31 July’22 Data |
01 Aug’22. - 31 Aug’22 Data |
01 Sep’22. - 30 Sep’22 Data |
01 Oct’22. - 31 Oct’22 Data |
01 Nov’22. - 30 Nov’22 Data |
01 Dec’22. - 31 Dec’22 Data |
01 Jan’23. - 31 Jan’23 Data |
1 |
Organic Traffic |
659 |
808 |
1,004 |
920 |
1,340 |
1,782 |
2,001 |
2,066 |
2,134 |
2,348 |
2 |
Sessions |
3,420 |
2,907 |
3,190 |
2,703 |
4,028 |
5,130 |
4,807 |
5,625 |
5,123 |
5,359 |
3 |
Session Duration |
4m 56s |
7m 58s |
6m 16s |
7m 07s |
5m 44s |
5m 21s |
6m 15s |
5m 16s |
6m 27s |
5m 52s |
4. Ahrefs Performance Report
4.1 Ahrefs Performance Report
Particulars |
Data |
Organic traffic |
2,557 /month |
Organic keywords |
3,242 |
Referring domains |
682 |
Backlinks |
34,766 |
Traffic Value |
$419 |
DR |
32 |
UR |
39 |
S/N |
Particulars |
01 April’22. - 30 April’22 Data |
01 May’22. - 31 May’22 Data |
01 Jun’22. - 30 Jun’22 Data |
01 Jul’22. - 31 Jul’22 Data |
01 Aug’22. - 31 Aug’22 Data |
01 Sep’22. - 30 Sep’22 Data |
01 Oct’22. - 31 Oct’22 Data |
01 Nov’22. - 30 Nov’22 Data |
01 Dec’22. - 31 Dec’22 Data |
01 Jan’23. - 31 Jan’23 Data |
1 |
Organic Traffic |
1,013 |
985 |
1,247 |
1,233 |
1,506 |
1,786 |
2,144 |
2,593 |
2,708 |
2,591 |
2 |
Organic Keywords |
1,452 |
1,564 |
2,034 |
1,774 |
2,066 |
2,424 |
2,407 |
2,419 |
2,907 |
3,239 |
3 |
Traffic Value |
$145 |
$127 |
$392 |
$209 |
$278 |
$505 |
$267 |
$314 |
$309 |
$419 |
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