Lawyers.com - SEO Case Study

Challenge

Increase the frequency of online lawyer profile views and leads to enhance the customer value on Lawyers.com through search engine marketing.

Assignment

Leverage Google, Yahoo, and Bing's organic (natural or non-sponsored) search traffic to increase lawyer profile views, leads and customer value on Lawyers.com by getting the web site ranked for relevant and frequently searched phrases.

Target Audience

The target audience for this online marketing strategy was consumers seeking legal representation for a wide array of legal issues. Lawyers.com is a B2C website focused on connecting people with qualified lawyers and or a reputable law firm by providing:

• Accurate and reliable profiles of 1 million lawyers and firms worldwide.
• A wealth of information to help users better understand the law, make more informed personal legal choices and identify high quality legal representation.
• Helpful tips on how to select an attorney, prepare for meeting an attorney and work with an attorney including a personal injury lawyer.
• An interactive discussion community of individuals and lawyers covering hundreds of legal topics including bankruptcy and more.
• Consumer friendly explanations of major areas of law, articles on current legal topics, links to legal resources on the web, a glossary of 10,000 legal terms, legal research, legal solutions and more.

Strategic Solutions

• SEO Strategy Development - Developed search engine optimization and marketing strategy to improve search engine rankings and traffic.
• Site-Side SEO - Recommended enhancements to the lawyers.com web site to improve search engine visibility, rankings and traffic.
  • Technology, Code, Content, Links
  • Web Design Optimization
• Keyword Rationale - Researched and identified the targeted terms and phrases that searchers most often type in on the search engines.
  • Comprehensive Keyword Analysis
  • Keyword Mapping to Site Sections/Pages
• Keyword Centric Link Building Agency Service - Obtained relevant and authoritative links from web sites to improve search engine rankings and traffic.
  • Link Relevance
  • Link Reputation
  • Link Quality

Results

• 439% increase in year over year lawyer profile views that originated from Google (natural or non-sponsored) searches
  
  
• #1 Google ranking for some of the most valuable search terms in the legal vertical including but not limited to “attorney”, "attorneys", "find a lawyer", "find an attorney", "lawyer", "lawyers" and “attorney at law”.

• Over 2,000% improvement in total search engine natural rankings from Google, Yahoo, and Bing (MSN) through link building and on-site optimization (site-side SEO).
• Recognized as the Number 1 Online Lawyer Directory by comScore. See press release here. comScore Media Metrix is the industry standard for Internet audience measurement data, including details of visitation, demographics and online buying power for Web site audiences across U.S. and global markets.