SEO Case study for Nevett Ford Lawyers

Challenges:

1. Competitive Legal Market: Melbourne is saturated with law firms, many of which are vying for the same legal keywords.
2. Keyword Ranking Variability: Nevett Ford was struggling to consistently rank for competitive keywords in immigration, family law, and property law, which are critical for attracting high-quality leads.
3. Limited Online Engagement: Despite the firm’s strong reputation, they weren’t seeing a corresponding volume of online inquiries or organic traffic.
4. Local SEO Gaps: Their Google My Business profile and local directories weren’t fully optimized, limiting visibility in local search results.

Goals:

• Improve search engine rankings for competitive legal keywords in the Melbourne region.
• Increase organic traffic across service areas such as immigration law, property law, and family law.
• Capture local leads through optimized local SEO efforts.
• Enhance website engagement and conversion rates by updating content and optimizing user experience.

Strategy:

1. Comprehensive Keyword Research:

We performed a detailed keyword analysis, identifying high-volume, relevant search terms that potential clients in Melbourne and surrounding areas are searching for. The target keywords ranged from broad legal terms to specific queries related to immigration, property disputes, and commercial law.

2. On-Page SEO Optimization:

• Content Enhancement: We optimized all major service pages by updating meta titles, meta descriptions, and header tags to include high-value keywords. Additionally, we revamped content to be more engaging, focusing on addressing the specific concerns of potential clients.
• Mobile Optimization: Ensured that the website was fully responsive across devices, as mobile search accounts for a significant percentage of local search queries.
• Internal Linking: Built an internal linking structure that directed users to relevant service pages, improving the site’s overall SEO authority.

3. Local SEO Efforts:

• Google My Business (GMB) Optimization: We optimized their GMB profile with up-to-date service descriptions, reviews, and relevant images to capture local search intent.
• Citations and Directories: Added the firm to key legal directories and created consistent citations across major platforms, increasing their online authority for local searches.

4. Technical SEO and Site Performance:

• Improved page loading speed by compressing images and optimizing the website code.
• Integrated structured data (schema) for legal services, enhancing search engines’ ability to understand the content and display rich snippets for related queries.

5. Backlink Strategy:

• Secured high-authority backlinks from legal websites, industry publications, and trusted directories to strengthen Nevett Ford’s domain authority.
• Developed relationships with local legal blogs to feature the firm in relevant articles, driving referral traffic.

Results:

Within 9 months, Nevett Ford saw substantial improvements in key performance indicators:

• Organic Traffic: A 45% increase in organic website traffic.
• Lead Generation: A 55% boost in consultations and inquiries, largely from immigration law and property law clients.
• Conversion Rate: Improved the conversion rate by 30% due to enhanced site navigation and more engaging content.